Good packaging design will show good sales force. Poor packaging will cause the product to be defeated in the competition. What kind of packaging design is excellent? I think the master is reflected in the following aspects.
1, have a good science
This mainly means that the packaging can perfectly protect and preserve the products in terms of material selection and morphological structure design. It can effectively cooperate with the operations of transportation, warehousing, loading and unloading, and circulation, and enable consumers to use, carry, and store commodities. Convenience.
This mainly means that the packaging can be properly protected and preserved in the selection of materials and the design of the morphological structure. It can effectively cope with the operations of circulation, such as transportation, warehousing, and loading and unloading; and it can enable consumers to use, carry and preserve the goods. More convenient. In addition, whether the packaging material will cause environmental pollution, and whether it can be recycled is also very important. The packaging industry is a scientific and systematic project. Packaging design must also take into account the scientific nature of all aspects, which also reflects the combination of art and science.
In the past, enterprises in our country did not pay enough attention to packaging, and packaging technology fell into operation, which caused billions of losses to the country each year. According to the statistics of the China Packaging Technology Association, the annual economic losses caused by poor packaging in China are above 15 billion yuan (RMB), of which 70% are caused by transport packaging. For example, the percentage of broken package of cement is 15%-20%, and 3 million tons is lost every year. The average glass breakage rate is 20%, and the annual loss reaches 450 million yuan (RMB). According to the statistics of the foreign trade department, due to the backward packaging of export commodities, the country will at least reduce foreign exchange earnings by 10% each year. This shows the importance of good packaging design for the development of the national economy.
2, with design accuracy
One such anecdote was previously seen in Reader's Digest magazine: An island nation in the Pacific Region held a military exercise to review its coastal defense capabilities and Wang Gong ministers came to view it. The goal of the exercise was an imaginary invading boat a few miles from the coast. The exercises began and the guns roared. After more than ten minutes, the exercise ended successfully, but after the smoke was scattered, the boat was still floating on the sea, with a few holes in it.
This incident sounds ridiculous. The reason is nothing more than the fact that soldiers usually lack scientific training, and they cannot operate weapons at home. In fact, if we think of the lack of accuracy in packaging design, will the consequences of such a failure not be the same? I think the accuracy of packaging design is mainly reflected in the following aspects:
1) The accuracy of information communication is to make it easy for customers to understand the various aspects of goods from the packaging. This requires the design to be concise and clear, complete design elements; the brand design of goods should be easy to recognize and easy to remember as the principle. Article 8 of the "People's Republic of China Consumer Rights Act" clearly stipulates that "consumers shall have the right to know the authenticity of the goods they purchase or use, or to receive services." It goes without saying that most of these consumer rights are achieved through packaging. Consumers' age, knowledge, and experience are different. Therefore, the design must take into account the characteristics of consumers at all levels, and try to make the design styles targeted and wide-ranging to facilitate communication and be approachable.
2) Accuracy of market positioning The purpose of developing new products is often to occupy a certain market share. When designing packaging, it is necessary to cooperate with the purpose of product development, considering that the product is sold to whom? Where are you selling? Where to sell? How to sell and other issues. Who sells refers to the characteristics of the target consumer group, such as gender, age, occupation, etc. For example, children's products and adult products, women's products and men's products are very different in terms of design style; wherever they are sold, they are positioned according to market conditions. In different regions, people's living habits, customs, and preferences are all different and will also have an impact on packaging design. Where to sell and how to sell should take into account the sales department and sales methods, whether it is retail stores, specialty stores, chain stores, supermarket sales, direct sales, lock-ups, mail-orders, or online sales. These factors will all take the form of packaging design. And the effect of the form, for example, POP-style packaging is an example of a good combination of several sales methods for packaging design.
3) Accuracy of the grasp of commodity attributes As time progresses, consumers naturally form relatively fixed perceptions and concepts for each category of goods, such as the form and color of packaging design. The concepts of food color, drug color, and industrial product color that we often talk about fall into this category. For example, in China's food packaging, except for a few special products such as “black sesame seedsâ€, if a large number of black and purple colors are used, it would be difficult for consumers to accept them. Therefore, it is critical to accurately grasp the attributes of goods. In addition, each product has its own price, the purpose is to occupy a certain market share price. Some product developments will have high, medium, and low grades that meet the needs of different price points. Each price of the product will have a certain limit on the cost of packaging, which also requires designers to accurately grasp the price characteristics of the product, and a reasonable estimate of the cost of packaging. Blindly pursuing high-end sense in packaging design is not scientific. If a low-priced product is designed as a high-end product, it is unsuccessful even if the cost permits, because it loses the accuracy of product positioning.
3, economical
It refers to how to achieve packaging protection at a lower cost through packaging design, making it more suitable for operations such as transportation, warehousing, loading and unloading, and bringing convenience to consumers. I once saw the packaging of the Japanese Honda motorcycle. It is difficult to imagine such a heavy product. The main raw material for packaging is corrugated paper - it is a result of scientific and meticulous design. The cost of corrugated paper is very low. Designers skillfully use physics, mechanics, and other integrated technologies to combine the properties of cushioning and paperboard with good cushioning and easy cutability, and apply a small amount of wood and metal, such as firmware, to make the package available It is very protective and easy to use. It also reflects the economic benefits of design. The reduction in packaging costs directly reflects the increase in product competitiveness.
The packaging of export products before the 1980s in China was too crude and brought about adverse effects. After the reform and opening up, some companies have gone to the other extreme in the process of packaging improvement. That is, they have been overpacked. It has deviated from the value of commodities, giving people false feelings, and damaging the image of the products and even the corporate image. Therefore, the packaging must be consistent. In the process of long-term trade practices in developed countries, commodity packaging costs have formed industry regulations. For different types of goods, the proportion of packaging costs in the entire production cost is different. Taking cosmetics, alcohol, and canned food as examples, the United States accounted for 30%-40%, 20%-30%, 25%; UK, respectively, 25%, 8.5%, and 217%; Japanese alcohol was 10.5%. Japan also stipulates that the space occupied by packaging must not exceed 20% of the space occupied by the product. Therefore, the packaging of goods should follow the principle of high-end high-end packaging, mid-range goods mid-range packaging, low-grade goods, low-grade packaging, which is value for money. Violating the principle of authenticity of this package will affect the sale of goods.