How to do a good job in packaging design of a product?

Brand packaging design should start with trademark, pattern, color, modeling, materials and other elements, and follow some basic principles of brand design, such as protecting goods, beautifying goods, and facilitating use, so as to coordinate and complement each other and obtain the best packaging design scheme. From the perspective of marketing, brand packaging patterns and color design are important factors to highlight the individuality of goods, and personalized brand image is the most effective means of promotion.

1. Establish a good image

The visual impression produced by a good package can always arouse customers' goodwill, and at the same time, it can deepen the brand image of goods in people's repeated purchase and use. Therefore, for enterprises, attaching importance to commodity packaging design is the best investment in commodity image.

In advertising design, a good brand visual image is shaped by distinctive trademarks, commodity names and advertising slogans. Maintaining the visual unity of these elements in packaging is helpful to establish the company image and shape the unique personality of the brand. Packaging graphics, product images, etc. Special attention should be paid to the content and form of brand appeal. Designers can design graphics to express the theme according to product positioning, and fully express the content and nature of products in the design. For example, you can directly take the appearance of goods as the main image on the packaging, so that the packaging and goods are exactly the same, making people feel consistent inside and outside.

2. Stimulate customers' desire to buy

In the competition of similar commodities, the appearance and packaging of commodity packaging design play a great role. Whether packaging can arouse customers' desire to buy is the standard to judge its advantages and disadvantages. The most direct factors to attract consumers' attention are: first, the color should have a distinct impression; Second, the product name, trademark and graphics; Third, the modeling characteristics of packaging. Taking food packaging as an example, intermediate colors such as orange and green have a good visual impression and can arouse consumers' desire. Concrete and objective pictures can directly reveal the inherent characteristics of food on packaging and increase the perceptual effect of goods. If we can also innovate in packaging structure and materials, it will definitely make packaging advertising more effective. Modern promotional activities often attract and reward consumers with gifts, and attach samples of wrong products and new products inside and outside the package, which is also an effective means to stimulate and motivate consumers.

Step 3 provide an adequate explanation

The description of product packaging design given by the manufacturer to the consumer is the commitment of the manufacturer to the benefit delivery of the consumer. To make this commitment clear and specific, there must be enough explanatory text. Of course, the primary task of advertising in packaging design is to highlight the registered trademark information and trade name, but it should also provide enough words (including numbers) to explain the performance, use, composition, quantity, efficacy, description, term and barcode information of the product. If you can't explain the appearance of the packaging design in detail and comprehensively, you can attach the instruction manual to the packaging box.

4. Visual effects of highlighting and displaying.

In addition to the application function of packaging itself, the appearance of packaging design, its unique shape and distinctive image can convey information to the audience through display. Regular visual stimulation can attract customers' attention. Therefore, the same brand of system products should emphasize the unity of style in packaging design, that is, for series packaging design, both the shape of packaging design and the form and color of graphic expression must be highly unified. Brand packaging design

Brand packaging design should start with trademark, pattern, color, modeling, materials and other elements, and follow some basic principles of brand design, such as protecting goods, beautifying goods, and facilitating use, so as to coordinate and complement each other and obtain the best packaging design scheme. From the perspective of marketing, brand packaging patterns and color design are important factors to highlight the individuality of goods, and personalized brand image is the most effective means of promotion.

(1) Packaging pattern design

The configuration of commodity pictures, characters and backgrounds in packaging patterns must focus on attracting customers' attention and directly promote the brand. The stimulation of packaging patterns to customers is more specific, stronger and more convincing than the brand name, and it is often accompanied by immediate purchase behavior. The basic principles that should be followed in its design:

1. The form and content should be consistent, specific and distinct, and the product itself can be known at a glance.

2. fully display the goods. There are two main ways to do this. One is to use vivid color photos to represent goods. This is the most popular food packaging, such as chocolate, candy, canned food and so on. Realistic color photos make people drool over color, taste and shape. The second is to directly display the goods themselves. Fully transparent packaging and skylight packaging are very popular in food, textiles and light industrial products.

3. There should be specific and detailed written instructions. On the packaging pattern, there should also be specific instructions about the raw materials, preparation, efficacy, use and maintenance of the product, and a concise schematic diagram should be attached when necessary.

It is necessary to emphasize the image color of commodities. It is not only transparent packaging or fully expressing the inherent color of the product itself with color photos, but also using more image tones that reflect large categories of products, so that consumers can generate cognitive reflections similar to signal reflections and quickly know the contents of the packaging through colors. For example, Marlboro cigarette case has a dark red upper body and a pure white lower body. The color scheme is striking and striking, which reminds people of the masculinity of cowboys in the west. The cigarette case is decorated with the gold-plated logo of Philip Morris Company: two good horses guard a golden crown, and the black Marlboro logo makes people feel that Marlboro is different.

5. "Shimenjia" packaging should focus on the main display surface of the packaging. Goods produced by an enterprise or with the same brand and trademark, regardless of variety, specification, packaging size, shape, packaging modeling and pattern design, all use the same pattern, even the same color, giving people a unified impression, so that customers can know which brand the product is at a glance.

6. Pay attention to efficacy design. The efficacy design in packaging patterns is mainly manifested in the following aspects:

① Protective performance design, including moisture-proof, mildew-proof, moth-proof, shockproof, leak-proof, shatterproof and extrusion-proof.

② Convenient performance design, including convenience for store display and sales; Convenient for customers to carry and use.

(3) Promotion performance design, that is, in the absence of introduction or demonstration by sales staff, customers can understand the goods only through the "self-introduction" of packaging graphics and texts, so as to decide to buy.

The design method of packaging pattern requires consumers to be impressed by its simple lines, distinctive personality and reasonable colors. Take the Royal Salute 2 1 in Scotch whisky as an example. The wine is carefully brewed in February1year and packed in blue, red and green palace refined porcelain bottles. The bottle body is engraved with the image of a knight of the round table riding a horse and holding a sword. There are two salutes on the brand trademark pattern, and the appraisal certificate of year 2 1 year issued by the Scotch Whisky Association is attached. The whole package looks elegant and rich. So that some people will carefully collect wine bottles after drinking.

The taboo of packaging pattern design is also a noteworthy problem. Different countries and regions have different customs and values, so they also have their own favorite and taboo patterns. Only when the packaging of the products is adapted to these can it win the recognition of the local market. Taboos in packaging design can be divided into graphic taboos, animal taboos, plant taboos and geometric taboos. I won't go into details here.

(2) Packaging color design

Color plays a particularly important role in packaging design. In the highly competitive commodity market, it is inseparable from the design and application of colors to make commodities have visual characteristics that are obviously different from other products, to lure consumers more attractively, to stimulate and guide consumption, and to enhance people's memory of brands.

Japanese colorist Da Zhihao made an in-depth study on the color design of packaging. In the book Fundamentals of Color Design, he put forward the following eight requirements for the color design of packaging:

1. Whether the packaging color can be clearly identified among competing products;

2. Whether it is a good symbol of commodity content;

3. Whether the color is coordinated with other design factors, effectively indicating the quality and quantity of goods;

4. Whether it is accepted by the commodity purchasing category;

5. Whether it has high popularity and can set off the text well;

6. What is the effect of a single package and the superposition effect of multiple packages?

7. Whether colors are full of vitality in different markets and different display environments;

8. Whether the color of goods is not restricted by color management and printing has the same effect.

These requirements are undoubtedly feasible in the practice of commodity packaging color design. With the diversification of consumer demand and the segmentation of commodity market, the requirements for brand packaging design are becoming more and more strict and meticulous. In order to more accurately grasp the different requirements of different kinds of commodity packaging for color design, we can divide consumer goods into three categories and put forward specific requirements for color design respectively:

The first category is luxury goods. Such as high-grade perfume, soap and women's clothing in cosmetics; For men, such as cigarettes, alcohol, high-grade candy, chocolate, rare and precious specialties, etc. This kind of goods need a unique personality, and color design needs a special sense of atmosphere and high price and luxury. For example, French high-end perfume or cosmetics should have mysterious charm and incredible atmosphere to show the romantic atmosphere of Paris. This kind of products should be designed elegantly regardless of the packaging shape or color. For another example, the packaging design of whisky that men like should have the special atmosphere of French aristocratic life in the18th century, and the packaging design of cigarettes should have a sense of aristocratic temperament. The cigarette case of Kent cigarettes is white, and an ancient white castle stands in a piece of white. Together with the golden trademark "Kent", it will remind people of the aristocratic life in the castle. The background color of Camel brand cigarette boxes is light yellow, which is a metaphor for the vast desert. The pyramids and palm trees in the background pattern represent the ancient East, giving people a mysterious and primitive feeling. The packaging of this kind of goods should give people the feeling of high-priced famous brands. The top domestic packaging such as Maotai Liquor, Wuliangye, Huzhou Laojiao, China Tobacco and Yunyan also began to match the international famous brands in design.

The second is the food needed in daily life, such as canned food, biscuits, condiments, coffee, black tea and so on. The color design of this kind of commodity packaging should have two characteristics: (1) arousing consumers' appetite; (2) Deliberately highlight the product image. For example, the packaging of mineral water is sky blue, suggesting coolness and purity, and the product characteristics are fully displayed in fully transparent plastic bottles. At present, Guangdong's domestic products such as food, beverages and mineral water are relatively successful.

The third category, popular goods, such as middle and low-grade cosmetics, soap, health care products and so on. This kind of goods is located in the mass market, and its packaging color design requirements are: (1) to show an accessible atmosphere; (2) show the quality of goods; (3) It enables consumers to identify brands in a short time. This can be analyzed in detail: let's take cosmetic packaging design as an example.

The "fashion" and "culture" of cosmetic packaging should run through its packaging design. Cosmetics sell not only efficacy, but also fashion and culture. Cosmetic consumers have different shopping psychological activities and functions due to differences in age, gender, occupation, culture and economic level. For example, mature consumers, working-class people, housewives and people with little economic income are mostly realistic; Young people, intellectuals, people with better economy, seek beauty; White-collar workers and extroverts pay more attention to "outstanding". Therefore, different packaging design strategies should be selected according to the target consumer groups of products. The packaging marketing strategies of cosmetics mainly include the following: First, series packaging. The same product or brand produced by an enterprise adopts the same pattern and color to remind customers that this is the family of the brand. The second is combined packaging. That is, products with related uses are concentrated in a large packaging box or bag and sold at the same time. The advantage of this is that it is convenient for customers to buy, and it is also more affordable than single products. Third, multi-purpose packaging. That is, after the product is used up, its packaging does not need to be discarded, and it is easy to be used for other purposes. At present, gift packaging, solicitation packaging and positioning packaging are commonly used. Our specific work includes cosmetic overall image design, cosmetic packaging box design, cosmetic bottle design, cosmetic counter display design, washing products packaging design, etc.