Meet the classic packaging design

Pre-editing: In recent years, there have been some high-level new works coming out. A group of outstanding leaders in packaging design has emerged, and many companies have also achieved relatively good economic benefits. This should be affirmed. But at the same time, the problem is that all kinds of unilaterally pursuing luxury “luxury” styles have become increasingly fierce. In particular, the lack of rational pursuit of “high-end” and the abuse of new materials and new technologies have made the boxes bigger and bigger, and the costs have become higher and higher. Concurrently, there are more and more packages that follow each other, falsify the winds, imitate each other, use unscrupulous methods, and make shoddy work. This is a kind of "false, evil, and ugly" phenomenon of vicious competition. It is a manifestation of the immaturity of China's market economy. Many of its works are "dynamic", wear gold and silver, and have endless superimposition of crafts and materials. pole". These works are like an "upstart" --- Jin Yuchao, and they are riddled with corruption. The vulgarity often can not stand scrutiny, but can not stand analysis, scrutiny. This is a pathological "luxury" and runs counter to our overall requirements for packaging "truth, goodness, and beauty."

Pursuing the classicity of packaging design is the inevitable trend of the market shifting from low-level competition to high-level competition. The pursuit of high-quality products and packaging is determined by the consumer's instinctual demand. Consumers are becoming more and more savvy, tastes will be higher and higher, and the requirements for quality of life will be higher and higher. Therefore, mediocre and shoddy works are eliminated. It is inevitable.

American orchid design company has outstanding achievements and rich experience in this field. They have designed and exported beer packaging for the Philippines. As many as 79 bottle-shaped designs have been made, and all of them have produced physical models. The refinement of their revisions is beyond our imagination. The package's graphics, text, and colors are also multiple solutions, repeated research, repeated testing (please invite consumers to participate in testing, use equipment to test, small-scale test sales, etc.), and repeatedly modify until satisfactory. They have achieved a lot of success in the areas of packaging market research, design positioning and creativity, attractive screens, refined elements and combinations, and strict requirements for production processes. Although the design fee for doing so is high, it is very cost-effective compared to the huge returns that the commissioning party has achieved. In addition, for the consumers, the classic packaging is all-embracing and invincible, and they have a permanent charm.

In the process of designing wine packaging, designers should pursue the pursuit of classic and original packaging. In the areas of market research, packaging positioning and creativity, cultural connotation, container design, structural design, graphic design, artistic attraction, color and texture design, finishing and printing processes, new materials and new processes, etc., all should be explored. And research. A classic packaging should emphasize the pursuit of "precise beauty". It should have the following characteristics:

First, thorough market research, accurate market positioning

The market is diversified. Consumers' level of consumption, aesthetic requirements, and consumer psychology are all diversified. There is no universal packaging suitable for all consumers. Therefore, according to the characteristics of their own products, price level, select the appropriate consumer groups to conduct a detailed survey of the target group's lifestyle, interests and hobbies, consumption levels, aesthetic interests, colors and likes and dislikes, packaging design will be targeted, easy to obtain design Success. This is the design concept of human-oriented, self-knowledge and self-advancement in modern design, which is the so-called personalized design. Without market research, designing by the designer or the consigner's own interests and hobbies like "duck and fish" will definitely not succeed. A good packaging design must be a marketable design, otherwise the design is luxurious again, let alone classical.

Second, excellent design creativity, distinctive brand image

The most important thing after having a clear market positioning is to design ideas based on positioning. This is the core of the design. Although this kind of creativity can refer to various kinds of information and information, it must be original in nature. It is not that the original design lacks vitality, and it is not easy to arouse the interest of consumers and it is difficult to stimulate their desire for consumption. For a long time, it will be insipid. In the demise. The classic packaging design must have excellent packaging design ideas.

Third, vivid and vivid external visual image, full of artistic attraction

Man is a perceptual animal, in addition to the needs of the material needs spiritual satisfaction, a product that lacks external attraction, consumers dismissive. Therefore, the packaging design must create and draw a distinctive and vivid external visual image according to the characteristics of the product, attract consumers' eyeballs, and promote their purchasing behavior. Now the products tend to be homogenous, have the same quality of similar products, have many competitors, have unappealing appearance, and have no artistic charm. Consumers lack the desire to purchase and they will be overwhelmed by the ocean of goods and lose sales opportunities. A classic packaging must have a vivid and vivid visual image, full of artistic charm and allure, and it will be invincible in the fierce competition for goods.

Fourth, rich cultural connotation

A good package must not only look good, but also be entertaining and enjoyable. Exquisite, timeless, memorable, can have enduring charm. Especially in high-end packaging and gift packaging, the rich cultural connotation, deep cultural heritage, and attractive realm are the goal of packaging pursuit, and it is also a characteristic that classic packaging must possess. A boring pale product package can only be called a white box, not a commodity package. The higher the cultural self-cultivation of the designer, the richer the connotation that is given to it, and the higher the spiritual value, the more likely it is to become a classic package. In particular, gift packaging or reusable packaging with gifts or preservation value is a pet that appreciates taste, and demands for cultural connotation are even stronger.

V. Comprehensive requirements for the quality of packaging

It involves a wide range, from the selection of raw materials, processing machinery, packaging methods, processing technology, structural design, container design, appropriate specifications, excellent protection of clothing performance, buffer performance to adapt to the consumer lifestyle, to meet the requirements of circulation and transportation , requirements for market sales, requirements for environmental protection, energy conservation, material saving, and requirements for adapting to economic cost accounting. A classic packaging must withstand the test of so many links, this is where packaging difficulties lies. In the annual World Packaging Organization "World Star" selection campaign, packaging experts in various countries have very strict requirements on packaging, not only the packaging and decoration, but the emphasis on the overall quality of packaging requirements. A classic packaging, it must withstand the inspection of the overall quality of packaging, qualified is excellent, classic.

Six, pay attention to the design and production of finishing

The pursuit of "precise beauty" is one of the characteristics of packaging design and processing. For half a century, the famous domestic decorators have agreed that "the key to decorating is to require a neat design and to pursue a precise beauty." The design of foreign counterparts is clear and concise, but complementary to this is the emphasis on finishing, stressing the strict selection of materials, processes, textures and overall harmony.

"Details determine success or failure, professional creation of the future" is a global development trend. In the past three years, under the leadership of President Li Jianhua, Jin Jian Marketing has created a new world of professional marketing with professional product development, packaging design and brand planning. Zhang Ruimin, the president of the Haier Group, has also achieved fruitful results in product development. His exquisite products have entered the markets of Germany, Japan, the United States, and Europe.

Modern packaging design, pay attention to the design of the production of finishing. This is not only a technical issue, but more importantly, the problem of the concept and the professional and technical problems of the personnel. Some packaging designs are still very rough, but designers and producers think that they are exquisite. This is caused by ignorance, and even more people think that computer-aided design has been the most exquisite. Computer tools are dominated by human thinking. The quality of thinking and aesthetic ability of designers and processors do not increase. Production conditions and technical conditions do not improve. Finishing is empty talk.

The classic packaging is bound to be exquisite packaging, the pursuit of packaging original classic is the requirements of the times, is the inevitable result of market competition upgrade. At the same time, the classical design is also a labor process with arduous technology and high artistic content. Product developers should take a long-term view, carefully investigate, consult with authorities, and comprehensively evaluate design experiences, marketing concepts, creative abilities, professional technologies, and reputation in the industry. Designers and design companies must carefully select products for packaging before they can make products. Winning in the fierce competition in the future.




Source: "Sugar & Alcohol Weekly"

About the Author:
Huang Huan was born in Luzhou, Sichuan in May 1942. He graduated from the Sichuan Academy of Fine Arts in 1960 and is now a state-level packaging design expert who enjoys subsidies from the State Council. Experience: Deputy General Manager of China Packaging and Decoration Design Corporation, Deputy Director of China Export Commodity Packaging Research Institute, Deputy Secretary-General of China Packaging Technology Association Design Committee, Member of National Packaging Competition Jury, Member of National Arts and Fine Arts Senior Title Evaluation Committee, Beijing Municipal Government People's government packaging consultant, visiting professor of Chengdu University of Technology. His works have won many awards in the international community: "Star of Asia" and "Star of the World" twice. He is one of the first prize winners in the international packaging competition in China. Repeatedly represented China as a judge of "Star of Asia" and "Star of the World."