Outstanding packaging design features (2)

4, should have a suitable sense of beauty

The pursuit of aesthetics is one of the most basic psychological features of mankind. In today's fierce market competition, companies are racking their brains to conduct sales planning, pursuing new, extraordinary, special, exciting and even weird but often overlook the most basic beauty of product image.

In an article entitled “Live in a Shopping Mall,” written by Mr. Yasushi Akihisa of the Japanese company Grico Candy Co., Ltd., he said: “I had an investigation at a candy counter in a department store some day. Several female students were buying milk sugar.At first, they were whispering around the products that our company produced. So I naturally slowed down the pace. However, they finally put our products down and chose next to them. I could not help but disappoint me with the milk sugar, so I asked them: `What are you, younger sisters, why don’t you buy the milk sugar? The girl student looks very strange and then smiles. I can't help but question this scene again. To: `Why did you suddenly change your mind and not buy that kind of milk sugar?`, `Nothing, just because the faces on the packaging are terribly scary, and they look at me like night ghosts and make me creepy. The students replied, I listened to their words, and I stumbled upon the company, and their words had been lingering in my mind all along the way. Immediately after I arrived at the company, I took out that type of candies. For a long time, we were contemplating for a long time.At that time, what we were planning was a high-nutrition product called “a three-hundred-meter” product named “Griko”. We used a sprinter to sprint on the packaging design. The expression of tension is due to the use of realistic expressions, so the athlete’s face has a serious and painful expression.At the beginning, when the company was planning the product, it was only to emphasize its beneficial health effects, but it ignored the beauty of packaging design. Just like a person’s appearance, it will decide to give others the same first impression. Therefore, the product packaging development of the company is a failure for image propaganda. After listening to the words of several female students, we immediately proceeded to proceed. Improved product packaging." This example vividly illustrates that the beauty of the product packaging is an indispensable and important factor.

Here, I used the reference to "appropriate beauty" because the beauty of product packaging, besides embodying aesthetic functions, is more important to service for product sales. This is the most fundamental. With the reform and opening up of our country, although modern packaging design standards and theories have made rapid progress, their history is short. Most of the older generation of designers changed their careers from painting, arts, and other industries. Their concept of packaging design was excessively emphasizing beautification and decoration. Even many people in society thought that artists were designers. The emergence of this phenomenon is due, on the one hand, to a lack of understanding of the design of the society. On the other hand, it also shows that the team of professional packaging designers in China has not yet formed. I remember that many years ago, there was a packaging design awards event. The judges had older designers, artists, and writers. After some judgments, the gold award was awarded to a textile product package. The packaging uses traditional decoration techniques and has a strong decorative aesthetic. However, today it seems that to measure with modern packaging concepts, it can't be considered as a package. It can only be called “handicrafts wrapped in a jacket”. First of all, as domestic products, there are only English and no Chinese brands on the packaging. There are no descriptions, models, components, etc., and there is no product image on the packaging. What is the material, quality, and color of things. Although this packaging is good-looking, it does not work. It does not reflect the practical functions that packaging should have. So I say "appropriate beauty" is to emphasize that the pursuit of beauty in packaging design is a means, not an ultimate goal.

5, should have a sense of the times

Each era has its own characteristics, like our living environment, lifestyle, ideas, aesthetics, and of course design. In the 21st century, humankind entered the 21st century. The speed of development and change of the times is even more striking. US President Clinton once stated in his State of the Union report that the total amount of knowledge of human beings at the current stage will double every seven years and will be even faster. This is an amazing reality.

Twenty-five years ago, the name of the product and Chairman Mao's quotation were simply printed on the packaging. The packaging on the packaging 15 years ago was covered with decorative patterns. It was the packaging style of 5 years ago and we all obviously felt it. Now, with the further opening up of the country, the younger generation has liberated humanity and fashion culture has become the mainstream of the consumer market. What kind of mentality can you be as a designer in the face of various fashion trends? The mentality of looking at fashion culture is very important to designers.

If you hear someone's assessment of a young person's clothing, lifestyle, fashion, etc.--"What's it called, bizarre, disgusting...", don't be surprised, understand him. No matter how old he actually is, he is old.

6. Do not make "computer special disease"

This point could have been passed in other points, but it also feels that this "disease" is a chronic problem in China's modern packaging, so I would like to list it out as an example. China's modern packaging design talent is very lacking, but due to the huge market demand, there are many people engaged in this work. In addition, the personal computer tool is so good, can easily make a variety of special effects, and performance is getting higher and higher, but the price is getting cheaper, so the rapid spread of computer-aided design tools. The lack of design skills and expression language can be compensated by computer special effects. For a time, the glittering, radiant packaging and advertisements in the malls are known as modern and lively. However, it is indeed uncomfortable for people to read, lack of aesthetic enjoyment, and there is no understanding of the relationship between such colorful effects and product attributes.

I think the use of computers is an indispensable aid to modern packaging design. It can improve design efficiency, make previous hand-painting operations easier, and make previous complex finishing work simple and standard. But it is only an advanced tool after all, and there is no essential difference with the ordinary tools used before. It is not the computer that determines the success or failure of the design, but the quality of the person who operates the computer. The packaging design also exists as a cultural phenomenon. Therefore, the overall appearance of a country's packaging design also reflects the aesthetic level of the country's overall nationals.