ã€Abstract】This paper describes the concept of packaging design, analyzes the connotation of packaging design, and points out various forms of packaging design.
[Keywords] packaging design and design art
Packaging design is a design art science integrating practical technology, marketing, and aesthetics. It not only enables the product to have a safe and beautiful coat, but also becomes a powerful marketing tool today.
First, the concept of packaging design
Literally speaking, the word "packaging" is a parallel structure. "Package" means parcels, and "packing" means decorating, which means wrapping and decorating items. From a design point of view, "packages" use certain materials to wrap things up. Their fundamental purpose is to make things less vulnerable to damage and to facilitate transportation. This is a practical science and belongs to the concept of matter; "pretend" means things. The decorative embellishment. This means that the wrapped things are beautifully decorated with different methods, so that the package looks more beautiful on the outside, this is the aesthetic category, it belongs to the concept of culture. Simply speaking about "packaging" is to integrate the two concepts in a rational and effective manner.
Functionality in packaging design is always the first, regardless of the design of the model should give it a simple principle, in line with ergonomic structure, constitute a product safety, convenient packaging for users.
Sometimes designers will blindly pursue novel materials and novel shapes, thus forgetting the basic requirements for packaging, safety, reliability, and convenience. This is a big joke in design. This is particularly important in the packaging of chemicals, medical machinery, electronic technology and other products.
Second, the connotation of packaging design
After packaging design meets the basic requirements of the product, we should consider more about the content of the design. If the concept of packaging design is that there is no costume art packaged and modified body, and the form of packaging design is the clothing of the person, then the connotation of package design is the person's spiritual and cultural thought. A person's attire can reflect his thoughts and culture, packaging design can also reflect the different connotations of products, brands, and companies.
1. First of all, we have to find the personality characteristics of products. People at the same age level have different personality traits, and products are the same. Products of the same type also have their own characteristics. Compare the similar products to find similarities and differences, divide the consumer stratum for the target market, accurately position the products, and meet the distinct personality of the products. These are the first entry points for packaging. Take the fast-moving brand's "hug and hug" product as an example. It is positioned as a young, lively, cheerful, and pursuing youth. In response to this consumer psychology, from the design of the elements from the youth representative of clothing - jeans, the use of yellow and blue color contrast, the style is simple. When the products were put on the market, they were welcomed by the young people and recently became one of the new favorites of Valentine's Day. This is determined by its distinctive personality.
Second, after giving the product a personalized personality, the packaging design also reflects the brand connotation of the product. “Bucking and huging†is recognized by the young people at the same time. The fast-establishing brand also goes deep into people’s hearts with the rising sales volume of “Hug hugsâ€. It spreads among young people’s awareness and behavior, representing youth, vitality, The easy and sweet brand image has also been established.
3. Once again, packaging is also an accumulation and reflection of corporate culture.
Packaging is designed for products. Products come from companies. Packaging design undoubtedly reflects the company's cultural image. For example: Coca-Cola packaging design not only gives the product brand connotation, but also a reflection of Coca-Cola's corporate culture accumulation. The vigorous and enthusiastic entrepreneurial spirit has penetrated all over the world. When Coca-Cola packaging appears, people always feel the essence of Coca-Cola's culture.
4. Finally, packaging design also reflects a certain regional ethnic culture.
This is particularly evident in the food packaging design. For example, in the packaging of tea, Westerners only understand tea as a simple drink, while Asians inject tea into more cultural heritage, thus forming a unique "tea culture" in the East, natural and western tea packaging. The style is different. Another example is the packaging of alcoholic beverages. Westerners' understanding of wine tends to be a symbol of power, giving it a noble and luxurious image. Packaging also adopts gorgeous shapes and colors. Even the civilian beer can be seen in the packaging design style. The pursuit of tough power. Orientals tend to be more spiritual towards wine, giving it more emotional color. The ancients often talked about wine and poetry, or used the wine when they were reunited or separated by friends and relatives. Most of it was used to express emotions. Therefore, the packaging was also a spiritual one. The overall taste was fresh and elegant, and it was associating and thinking. .
Third, the performance of packaging design
The performance of packaging design is usually composed of a three-dimensional package design and a flat decorative design.
The three-dimensional shape forms the basic shape of the package.
Recently, with the development and use of new materials, it has provided more space for the design of packaging design. Traditional materials such as paper, wood and cloth are no longer the only choice. New recycled materials and environmentally friendly materials also make packaging design more developmental forms.
From the aspect of flat decoration, the use of color no longer rests on the traditional understanding. For example, in the food industry, the traditional concept is that more should be designed with a warm color that is easy to produce appetite, but if there is a “fun†food in color, The blue used in the traditional industrial packaging design is used, and the "Echo Lotus" food also uses purple which is usually regarded as colored. The "Tide" laundry detergent uses orange in the food industry. There are many such examples. Their unorthodox color concept has left a deep first impression on consumers, making the brand image of products deeply rooted in the hearts of the people and playing an important role in improving sales. In addition to color factors, graphic text is also a factor that can not be neglected in the visual effects of the plane, such as "funny", "Yekoulian", "tide" and other products. People do not put them into the ranks of industrial products or food. The reason is that while designers change colors, they firmly grasp the original essential features of the product and accurately reflect the product information in pictures, graphics, visual symbols and other elements. This is the reason why packaging design wins on the plane visually, and it is also the law of victory.
China Packaging Papers