The advertising elements in the package

Packaging is primarily for the protection of goods. This is the primary issue for designers to consider. However, the packaging has been developed to the present day, its content is getting bigger and bigger, and its forms are becoming more and more diversified. The excellent packaging helps the display and sale of goods, facilitates consumer identification and purchase, and stimulates consumers' desire to purchase. Therefore, the packaging design is also referred to as "product marketing design." Packaging design has become a specialized category with advertising characteristics. Packaging and decoration must have elements of advertising. This article discusses the design of packaging and decoration from this point of view, explains the content that should be embodied in packaging design, and the problems that should be paid attention to when designing.

First, investigation and research

Market research is the key to ensuring the success of commodity packaging design and marketability. It is also an indispensable step in broadening ideas and deepening ideas. The research content should include:

1, the product's performance characteristics

Understand the characteristics of the product and its display in the production process, and choose a reasonable packaging material according to it. Different packaging materials, interior design requirements are not the same; understand the packaging characteristics of similar products, especially the advantages and disadvantages of competitors, including the status quo of domestic and foreign packaging; understand whether it is special food, gifts, seasonal items and interesting items Etc.; understanding the reasons for the need to design new packaging is a new product design, or the existing product packaging improvement and improvement reasons?

2. Market situation

Is the product exported? What countries and regions are exported to? Where is the geographical environment, climate conditions, ethnic customs?
What are the special interests and taboos? Understand the product's sales target and its users' gender, age, occupation, education, etc.; understand the display format of merchandise sales: shelf display, counter display, special display, etc.; also consider some special issues, such as pollution prevention, Anti-theft, anti-breakage, recycling, etc.

3, the use of the product

Understand the use of the product. Such as canned food, whether for domestic use or restaurant use? Consideration must be given to the convenience of the consumer, ie the opening of the package and the preservation after use, etc.; the size of the individual package of the commodity must be determined; the safety of the package in transit and use should be taken into consideration; and the effective package life should be determined.

Second, propose a design plan

Having mastered the characteristics of the market and products, the design department should comprehensively analyze and present preliminary ideas for product packaging design. The plan should include the specific measures to be taken, the intended effect of the product packaging, the required cost, etc., for decision makers to select.

Third, determine the packaging material

Different commodities have different characteristics, according to the nature of the product, shape, weight, structure, value and other factors, and planning requirements, choose the appropriate and effective materials.

Fourth, determine the package shape

After the packaging materials are determined, the packaging design will be designed from the equipment conditions for the protection of goods, convenience of consumption, convenient transportation and automatic packaging lines.

Fifth, provide design drawings

Sixth, small batch trial production

Seven, determine the design plan


As an advertisement, packaging and decoration design is the closest advertisement between a product and a customer. It is more intimacy and affinity than other advertisement media far from the product itself. It can penetrate into every consumer family. The “packaging advertisement” propaganda is long-lasting. After some of the goods themselves are consumed, the packaging is retained. Therefore, the advertising effect and role of packaging should not be underestimated for consumers.

According to a survey conducted by a shopping mall in Beijing on the effects of packaging and decoration of goods, the results are as follows:

60% of those who are interested in "packaging advertising", 42.3% who think that packaging is beautiful, 20.1% of those who think that they have bought a "packaging advertisement." They think that if the goods are good, the packaging does not matter. 15%.
When compared to other forms of advertising, "packing ads" have the following advantages:
(1) "Packaging advertising" advertising and merchandising are more attractive;
(2) "Package advertisement" means to buy, the effect is immediate;
(3) "Packaging advertisements" and "ad taste" are few and reassuring.
(4) “Packaging advertisements” have a longer period of time as consumption enters every household.
(5), "Package Advertising" manufacturers do not need to pay more advertising fees.

other request

In the design of packaging and decoration, sales packaging with the following basic features will make consumers feel good and willing to buy.