As a highly knowledge-intensive creative activity, commodity packaging design plays an important role in inducing consumption, improving commodity competitiveness and promoting enterprise development. Under the premise of quality assurance, personalized product image is the most effective means of promotion.
Graphics, text and color in the design of commodity packaging
(1) Graphics in the design of commodity packaging
Graphics can be divided into three categories: figurative, abstract and decorative graphics.
1, figurative graphics
(1) Photography: photography is a direct image language, can truly express the image of the product, with vivid image language so that the product has a high visual impact, the application of packaging is increasingly widespread. In addition to the realistic expression of photographic graphics, a variety of special processing can be used to form a variety of graphic effects.
(2) Realistic painting graphics: photography can not replace the means of painting. The so-called realistic painting is not pure and objective realism, but a subjective choice of the object to be expressed according to the performance requirements, so that the image is more simple and perfect than the real thing.
(3) Inductive simplified graphics: this refers to the generalization of processing on the basis of realism. Summarize the characteristics and simplify the hierarchy, so that the object can be more concise and clear. In the expression method, the change of point, line and surface can form a variety of performance effects.
(4) Kua long change graph: This is a change processing on the basis of induction and simplification. That is, it not only generalizes, but also emphasizes deformation, so that the performance object can achieve vivid and humorous artistic effect.
2. Abstract graphics
Abstract graphics refers to the use of point shape change, line shape change and surface shape change, the specific image of the product to refine, summarize, express a kind of implicit, spiritual characteristics of the intrinsic semantic. Abstract graphics have a wide range of performance, and have great potential in the performance of packaging pictures. Although abstract graphics have no direct meaning, they can also convey certain information and guide the viewer's associative feelings.
3. Decorative graphics
The application of decorative graphics in packaging design is also very extensive, including the borrowing of traditional decorative patterns. Decorative patterns should be used appropriately with the properties, characteristics and grades of the contents.
(2) Text in the design of commodity packaging
Just like advertising design, packaging design can sometimes be without graphics, but can not be without text, text is an essential element to convey packaging design, many good packaging design is very attention to text design, and even completely with text changes to deal with the decoration screen.
The text content of packaging and decoration mainly has the following aspects:
1, basic text: packaging brand, product name and production enterprise name. Generally arranged on the main display surface. (The name of the production enterprise can also be arranged on the side or back) the brand font is generally standardized to help establish the product image. The text of the name can be decorated.
2, data text: data text includes product composition, capacity, model, specifications, etc. The arrangement parts are mostly on the side and back of the package, and can also be arranged on the front. The design should use a printed font.
3, explanatory text: explain product use, usage, maintenance, precautions, etc. The text content should be clear and to the point, and the font should be printed. It is not usually arranged on the front of the package.
4, advertising text: this is the promotional text of the characteristics of the propaganda content, the content should be honest, concise, vivid, cheating and solicitation, and its arrangement is changeable. (Advertising text is not required)
Managing Editor: Feng Jie
(3) Color in the design of commodity packaging
The color on the packaging is the most active factor affecting the vision, so the packaging color design is very important.
1, the total color
The overall feeling of packaging color is gorgeous or rustic, depending on the total tone of packaging color. The total hue is directly reflected in terms of hue, lightness, purity, etc. Such as bright tone, dark high, fresh tone, gray tone, cold tone, emphasis, weak tone, soft tone, hard tone, retone and so on.
2. Area factor
In addition to hue, brightness, purity, color area size is an important factor that directly affects the tone. Color matching first considers the arrangement of large area color, large area color has a distant visual effect in the packaging display. In addition, when the contrast between the two colors is too strong, the area of one of the colors can be expanded or reduced without changing the hue, purity, and brightness.
3. Visual recognition
Visual recognition refers to the sharpness of the color matching layers. Good visual recognition is very important in packaging, advertising and other visual communication design. On the one hand, the visual recognition depends on the striking degree of the color itself, and on the other hand, it depends on the contrast between the colors.
4. Accent color
The accent color is the key color used in the total color, and it is the color considered by the combination of area factor and visual recognition. It is generally required that the brightness and regularity are higher than the surrounding color, and the area is smaller than the surrounding color.
5, interval color
Interval color refers to the use of another color in the middle of different colors that are adjacent and strongly in contrast, such as spacing or sharing, which can strengthen coordination and weaken contrast. The interval color itself is mainly neutral black, white, gray, gold and silver. If there is a color interval, the interval color is required to be different from the separated color in hue, brightness and purity.
6. Gradient color
Gradient is the gradual change of color, hue, brightness, purity can be made gradient change. Gradient color has a harmonious and rich color effect, which is used more in the color treatment of packaging.
7. Contrasting colors
Contrast color is different from the emphasis color, which is similar in area and color brightness to contrast the color, this color has a strong visual effect, with advertising.
8. Symbolic colors
This is a conceptual color that does not directly imitate the color characteristics of the content, but is symbolically applied according to the common understanding of the majority of consumers. It is mainly used for the performance of a certain spiritual attribute of the product or the performance of a certain brand idea.
9, logo color
The logo color here is not the color of the trademark, but the color used to distinguish different kinds or different varieties of product series packaging of the same kind.
10. Auxiliary colors
This is the opposite of the emphasis color, is the overall tone or emphasis color plays a role in the auxiliary color method, to strengthen the tone level, to achieve rich color effects.
Managing Editor: Feng Jie
Second, the psychological strategy of commodity packaging design
Consumers are the ultimate marketing market. The multi-dimension and difference of people's consumer psychology determine that commodity packaging must have multi-dimensional emotional appeals in order to attract specific consumer groups to produce expected purchase behavior. Therefore, in the design of commodity packaging, it is necessary to carry out personalized design for different consumer groups.
(1) The psychological function of commodity packaging
Generally speaking, the psychological functions of commodity packaging include:
The function of identifying the indication, the function of arousing interest, the function of transmitting information, the function of promoting trust, the function of facilitating value-added, etc.
(2) The psychological requirements of commodity packaging design
1. Satisfy realistic psychology
The design of packaging must be able to meet the core needs of consumers, that is, it must have real value. Although for the same quality of goods, the packaging is more beautiful than the packaging is more ordinary can cause consumers to buy desire. However, if too much emphasis is placed on the role of packaging, so that packaging exceeds the quality of goods is absolutely detrimental to long-term commodity sales. For example, in all cultural groups of all ages, the elderly are the most simple and realistic, but now a variety of health supplements for the elderly are generally "more form than content" excessive packaging. Even if these products can attract occasional gift purchases, it is difficult to win the loyalty of consumers and lack the motivation for long-term development.
2. Satisfy the psychology of trust
The factory name and trademark are highlighted on the products, which helps to reduce the buyers' doubts about the quality of the products. In particular, there is a certain degree of visibility of the enterprise, in doing so, the promotion of products and enterprises with one stone. The packaging of Budweiser's Silver Ice beer has a quality mark composed of penguins and brand patterns, and only when the beer is refrigerated at the most suitable temperature, the lively little penguin will be displayed to assure consumers that it is genuine and the best flavor to meet their trust psychology.
3, meet the psychology of beauty
The packaging design of goods is the crystallization of decorative art. Exquisite packaging can arouse the high level of social needs of consumers, and the packaging with deep artistic charm is a kind of enjoyment of beauty for buyers, and it is the driving force that encourages potential consumers to become obvious consumers and become long-term and habitual consumers. Most of the world's famous wine, its packaging is very sophisticated. From bottle to box is radiant with art - it is an elegant and successful packaging promotion.
Managing Editor: Feng Jie
(3) The psychological strategy of commodity packaging
1. Design according to consumption habits
When people consume, they usually have certain consumption habits. Therefore, in the design of commodity packaging, attention should be paid to starting from the consumer's consumption habits, according to the characteristics of the product itself, to design a packaging that meets the consumption habits of most people.
For example, many customers shopping for convenience, if the use of transparent or open window packaging of food can be easy to choose; Combined packaging gift baskets can be convenient to use; Soft packaging drinks can be easy to carry and so on. The ease of packaging adds to the appeal of the goods. The "barrier-free" packaging popular abroad, such as the contact identification package with a zigzag mark to distinguish the type of detergent; The automatic identification mark of "concave in the middle of the cover proves that it has not passed the shelf life" is set up in canned food, and so on, which is widely loved by consumers.
As mentioned above, most consumers have the psychology of seeking truth and trust. In the packaging design, we should pay attention to the consumption habits of consumers, and eliminate consumers' doubts about the goods on the packaging.
2. Design according to the age of the consumer
Goods usually have a certain age range of sales, similarly, if the packaging of goods to cater to the tastes of consumers of all ages, it is generally unlikely. Therefore, in the design of commodity packaging, reasonable design should be carried out according to the different ages of consumer objects.
For example, as mentioned above, older people focus on simplicity and realism. Then, for the elderly sales of goods in the packaging design can not blindly focus on beautiful, complex, but should be biased towards simple, generous, simple design.
The packaging of goods marketed to young people is different. Young people usually like to be different, like to seek new, different, strange, and strive to find opportunities to express themselves. The product packaging of such consumers as the target market can try to use taboo colors, strive to break through the tradition in the shape, and trumpet "the choice of a new generation" in the logo, etc., in order to guide the trend and create fashion. As for goods marketed to children, attention should be paid to satisfying their interests. For example, a company in the United States printed a variety of interesting riddles on the lid of the can of cookies, which could only be found at the bottom of the can after eating the cookies, and the result fascinated a large number of small customers. And children's curiosity can often drive them to repeat purchases.
3. Design according to the cultural level and economic income of the consumer
Differences in cultural level and economic income usually lead to consumers' different appreciation and requirements for commodity packaging. Take economic income, for consumers with relatively high economic income, in addition to having higher requirements for commodity quality, they usually have higher requirements for commodity packaging. To this kind of consumers for the target of the goods, in the packaging design should pay attention to taste and grade, and strive to package beautiful, elegant, to highlight the consumer's aesthetic taste and taste. For consumers whose economic income is relatively not high enough, commodity packaging is usually in a subordinate position, under normal circumstances, such consumers pay more attention to the quality of goods, and do not have too many requirements for commodity packaging. To such consumers as the target of the commodity, should not be too emphasis on packaging, but should be simple and real.
Consumer psychology can also be subdivided according to criteria such as ecological psychology and gender psychology. The multi-level market segmentation of consumer psychology determines that packaging promotion should also be carried out from multiple angles. With the improvement of material and cultural living standards, people's consumption concepts are constantly developing, and the packaging of goods must also be constantly improved, seeking balance, harmony and unity in inheriting tradition and creativity.
