[Abstract] The modern market economy is highly prosperous and the competition for commodity economy is fierce. Good product packaging plays an unprecedented important role here. To make the packaging recognized by consumers, the individualized embodiment of package design is the key.
Keywords: packaging design; personality At present, when the market economy is highly prosperous, merchandise competition has emerged unprecedentedly fierce, especially in super self shopping malls, in the face of dazzling array of goods, the personalized display of packaging design, therefore, packaging design should be branched out There is no difference in the difference, so that the goods attract consumers' attention in the competition of many similar products.
In order to achieve effective identification, the form of packaging design should be easy to recognize and easy to remember. This is the design principle followed by all designers, and the individualized embodiment of UV and packaging must also follow the operation of the market economy and meet the characteristics of the times. The features of products and the characteristics of regional culture are directly and indirectly influenced and restricted by the above factors. Because this is also an objectively existing rule, otherwise, the design of the packaging works can not be well integrated into the tide of the market economy. In short, in the era of competition, in terms of packaging design, if we want to win the competition in various competitions, we can only create a unique design form under the premise of meeting the basic functional requirements. It is surprising that you can win.
1 The main body emphasizing the people-oriented spiritual consumption is the person. The person who produces and sells the product is of course centered on the person. Without the person, there is no creation. There is no manifestation of the so-called individuality.
The spirit of people-oriented design can be first considered from the perspective of consumers' social status, such as gender, age, ethnicity and cultural background. Realism can be used in the design (photographs or hand-drawings) to faithfully represent the consumer's image. Can use color hue, cool and warm tone to hide the consumer's positioning special, but also can use symbols and graphics with specific symbolic meaning, to meet the preferences of consumers of all nationalities and regions.
Different people have different physiological conditions such as gender, so the design varies from person to person. Children's packaging design should be lively and lovely. Young people's packaging design should embody enthusiasm and smartness; middle and old people should pay attention to prudent and auspicious packaging design. For some products that use a very clear object, we should also pay attention to differences, such as the bottle type and cover design of perfume packaging can reflect the difference between male and female.
In addition, people should also consider the psychological factors and lifestyle. Through trademarks, products, colors and graphics, rather than using the direct image of consumers, to emphasize the consumer's interest and psychological needs, such as the design looks like hand-made, and the packaging of traditional and folk designs can enable consumers to get Nostalgic psychological satisfaction. Another example is the use of popular colors in design to cater to the love of trendy consumers.
2 Reflecting the Characteristics of the Times Each era has its own characteristics, consumption habits, and aesthetic standards. Our design must conform to the development and constraints required by the times. If it does not meet the characteristics of the times, packaging products cannot be well integrated into people's lives and allow them to accept a new concept of consumption. Because people understand the product, they are naturally infiltrated into the spirit of the purchase and become a kind of buying behavior. Therefore, the best promotion is to make the product, especially the product you design, become part of people's lives.
The so-called "time is life, efficiency is money", the acceleration of the pace of life, all subconsciously affect people's shopping habits, in the aesthetic should pay more attention to simple and clear product packaging design and simple color processing, today's era requirements Our design style is concise and clear, which will also facilitate the automated production and processing of modern machines. For example, Coca-Cola's development from entrepreneurship to a globally-renowned brand relied on constantly innovating its own logos and graphics, and it gradually evolved into a pattern of today's patterns, namely eye-catching red, smooth curves and easy-to-understand COCA. -COLO, has become the modern consumer pursuit of fashion.
3 Conform to regional culture Each product comes from different places, and the market for product sales is not single, even beyond the car border. Therefore, packaging design must be special in each region. Regional culture is an objective reality. It has a significant impact on packaging and determines whether the goods can be accepted by consumers. The design should take into account the combination of such cultural and regional product sales, so that a single business behavior is incorporated into cultural activities and the purpose of product sales is achieved.
Each region and country has its own traditional culture, which provides rich material for our design. Should use more representative angles and forms of expression, so that the packaging spread out regional cultural characteristics, become a distinctive personality of the packaging image. For example, the “Dukang Liquor†packaging of Shuyang Dukang Brewery in Henan, China, is designed in accordance with the regional cultural characteristics. In Japan, the bottle is made into the appearance of local favorite turtles, and highlights the longevity and auspicious symbols. As a result, in Southeast Asia, "Dukang fever" appeared in Southeast Asia people like the dragon and phoenix. The factory designed the dragon's auspicious patterns on the wine's trademark to make "Dukang wine". Entered the Southeast Asian market. Because packaging design conforms to regional culture, it also fully demonstrates self-personality.
4 Emphasize product features Each product has its own characteristics, people will not give them a fixed feeling in the process of long-term use, while strengthening the personality of package design, of course, can not ignore the product's own characteristics and consumers Emotions. Such as food packaging, to allow it to reflect the characteristics of delicious, delicious, design should be relaxed and bright, and industrial products packaging must highlight the characteristics of precision, rationality, of course, must follow the strict and stable principles of design. Only by understanding the different image characteristics of different products in the design can we create creative designs, reasonable performances, and originality.
From this point of view, the establishment of a brand image, in addition to excellent trademark image design and advertising, mainly reflects the complete image through product packaging, and serializes and standardizes this image, and it is fast in the sales process in the market. The land left a deep and personal impression on consumers. This is the focus of competition in enterprise products. It cannot be replaced by any form of advertising.
Each designer will be subject to many restrictions from the elements of the times, regions, cultures, psychology, and craftsmanship. Excellent designers will make effective use of these factors, that is, create a packaged image that is full of personality, without violating all elements. The application principle. Competition in the market at the same time has come to the design of the competition, the way of thinking, designers should learn to identify differences in the common personality, and its development, create a truly full of charisma of the design works, and with the market conversion , Time goes by, constantly making new ones, winning customers for businesses and winning business opportunities for the market. (Li Cheng) (School of Packaging Design and Arts, Zhuzhou Institute of Technology, Zhuzhou 412008, Hunan, China) (Packaging Engineering, 2001, Issue 5)
Keywords: packaging design; personality At present, when the market economy is highly prosperous, merchandise competition has emerged unprecedentedly fierce, especially in super self shopping malls, in the face of dazzling array of goods, the personalized display of packaging design, therefore, packaging design should be branched out There is no difference in the difference, so that the goods attract consumers' attention in the competition of many similar products.
In order to achieve effective identification, the form of packaging design should be easy to recognize and easy to remember. This is the design principle followed by all designers, and the individualized embodiment of UV and packaging must also follow the operation of the market economy and meet the characteristics of the times. The features of products and the characteristics of regional culture are directly and indirectly influenced and restricted by the above factors. Because this is also an objectively existing rule, otherwise, the design of the packaging works can not be well integrated into the tide of the market economy. In short, in the era of competition, in terms of packaging design, if we want to win the competition in various competitions, we can only create a unique design form under the premise of meeting the basic functional requirements. It is surprising that you can win.
1 The main body emphasizing the people-oriented spiritual consumption is the person. The person who produces and sells the product is of course centered on the person. Without the person, there is no creation. There is no manifestation of the so-called individuality.
The spirit of people-oriented design can be first considered from the perspective of consumers' social status, such as gender, age, ethnicity and cultural background. Realism can be used in the design (photographs or hand-drawings) to faithfully represent the consumer's image. Can use color hue, cool and warm tone to hide the consumer's positioning special, but also can use symbols and graphics with specific symbolic meaning, to meet the preferences of consumers of all nationalities and regions.
Different people have different physiological conditions such as gender, so the design varies from person to person. Children's packaging design should be lively and lovely. Young people's packaging design should embody enthusiasm and smartness; middle and old people should pay attention to prudent and auspicious packaging design. For some products that use a very clear object, we should also pay attention to differences, such as the bottle type and cover design of perfume packaging can reflect the difference between male and female.
In addition, people should also consider the psychological factors and lifestyle. Through trademarks, products, colors and graphics, rather than using the direct image of consumers, to emphasize the consumer's interest and psychological needs, such as the design looks like hand-made, and the packaging of traditional and folk designs can enable consumers to get Nostalgic psychological satisfaction. Another example is the use of popular colors in design to cater to the love of trendy consumers.
2 Reflecting the Characteristics of the Times Each era has its own characteristics, consumption habits, and aesthetic standards. Our design must conform to the development and constraints required by the times. If it does not meet the characteristics of the times, packaging products cannot be well integrated into people's lives and allow them to accept a new concept of consumption. Because people understand the product, they are naturally infiltrated into the spirit of the purchase and become a kind of buying behavior. Therefore, the best promotion is to make the product, especially the product you design, become part of people's lives.
The so-called "time is life, efficiency is money", the acceleration of the pace of life, all subconsciously affect people's shopping habits, in the aesthetic should pay more attention to simple and clear product packaging design and simple color processing, today's era requirements Our design style is concise and clear, which will also facilitate the automated production and processing of modern machines. For example, Coca-Cola's development from entrepreneurship to a globally-renowned brand relied on constantly innovating its own logos and graphics, and it gradually evolved into a pattern of today's patterns, namely eye-catching red, smooth curves and easy-to-understand COCA. -COLO, has become the modern consumer pursuit of fashion.
3 Conform to regional culture Each product comes from different places, and the market for product sales is not single, even beyond the car border. Therefore, packaging design must be special in each region. Regional culture is an objective reality. It has a significant impact on packaging and determines whether the goods can be accepted by consumers. The design should take into account the combination of such cultural and regional product sales, so that a single business behavior is incorporated into cultural activities and the purpose of product sales is achieved.
Each region and country has its own traditional culture, which provides rich material for our design. Should use more representative angles and forms of expression, so that the packaging spread out regional cultural characteristics, become a distinctive personality of the packaging image. For example, the “Dukang Liquor†packaging of Shuyang Dukang Brewery in Henan, China, is designed in accordance with the regional cultural characteristics. In Japan, the bottle is made into the appearance of local favorite turtles, and highlights the longevity and auspicious symbols. As a result, in Southeast Asia, "Dukang fever" appeared in Southeast Asia people like the dragon and phoenix. The factory designed the dragon's auspicious patterns on the wine's trademark to make "Dukang wine". Entered the Southeast Asian market. Because packaging design conforms to regional culture, it also fully demonstrates self-personality.
4 Emphasize product features Each product has its own characteristics, people will not give them a fixed feeling in the process of long-term use, while strengthening the personality of package design, of course, can not ignore the product's own characteristics and consumers Emotions. Such as food packaging, to allow it to reflect the characteristics of delicious, delicious, design should be relaxed and bright, and industrial products packaging must highlight the characteristics of precision, rationality, of course, must follow the strict and stable principles of design. Only by understanding the different image characteristics of different products in the design can we create creative designs, reasonable performances, and originality.
From this point of view, the establishment of a brand image, in addition to excellent trademark image design and advertising, mainly reflects the complete image through product packaging, and serializes and standardizes this image, and it is fast in the sales process in the market. The land left a deep and personal impression on consumers. This is the focus of competition in enterprise products. It cannot be replaced by any form of advertising.
Each designer will be subject to many restrictions from the elements of the times, regions, cultures, psychology, and craftsmanship. Excellent designers will make effective use of these factors, that is, create a packaged image that is full of personality, without violating all elements. The application principle. Competition in the market at the same time has come to the design of the competition, the way of thinking, designers should learn to identify differences in the common personality, and its development, create a truly full of charisma of the design works, and with the market conversion , Time goes by, constantly making new ones, winning customers for businesses and winning business opportunities for the market. (Li Cheng) (School of Packaging Design and Arts, Zhuzhou Institute of Technology, Zhuzhou 412008, Hunan, China) (Packaging Engineering, 2001, Issue 5)
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