Product packaging is not good or bad, and many people except professionals are unclear. What standard is used to measure the packaging of products is good and bad? It should be measured from a commercial perspective and a market perspective, and measured by its own function. This function is the shelf placement function, the theme highlighting function <cultural connotation function, aesthetic pleasure function, convenient customer function. The most important is the visual impact effect. This kind of impact is how to make it maximize the role of eyeball economy in commercial activities, so that consumers can quickly notice it, like it and fall in love with it. If such a function is achieved, such packaging is called good packaging.
Shelf display function
In a dazzling shopping mall and supermarket, whose products can first enter the eyes of consumers and show a unique image... This product basically fulfills its shelf-placing function. To achieve this effect, the packaging of this product must be able to demonstrate distinctive personality characteristics in many similar products. It is very difficult to do this. However, in order to survive and compete, manufacturers must work hard and strive for it. At the same time, in the design of product packaging, do: (1) dare to break the routine and take the road to innovation. (2) Learn from others and surpass others. (3) Absorb local or traditional cultural nutrition, enrich yourself and break through. In addition, there is also a question worth paying attention to: how to make the products placed on the shelf produce a smooth relationship with the eyes of consumers. That is, we must consider the placement of products on the shelf to avoid obstructions and affect the product packaging screen (because supermarket shelves are basically covered) o The important thing is how to avoid the similarities and similarities between the same products in color and pattern. How your own product is not overwhelmed by other products. Only in this way can we effectively avoid shortcomings to realize the best function of product packaging on the shelf.
1. Find the corresponding point. Correspondence refers to the corresponding relationship between the main product packaging pattern and the consumer's perspective. This correspondence can make consumers feel direct, fast, comfortable, b, close and familiar, such as meeting a friend. This requires the designer's superb level and accurate grasp of consumer psychology. Such as the Shuanghui Wangzhong ham sausage product image Lion, you can show this effect.
2. Avoid the barriers on the shelf and leave the important picture on the top. On the shelves of supermarkets, barriers are usually placed underneath to prevent the products from falling off. Such a display of merchandise will cause the product's packaging to become half-veiled, so that the lower half of the product will be blocked in the barrier. If the layout of the main pattern (such as product name or trademark, etc.) is blocked at the place where it is blocked, it will affect the consumer's vision and dilute the effect of conveying product information.
3. Simple and simple is a shortcut to express packaging beauty. The screen for product packaging is complex and rich is not necessarily good. Because when consumers come into contact with product packaging, they often use their eyes to search for the target within a few steps. They need to be able to aim at a glance, and they will be able to fall in love at first sight in seconds. This requires that in the “flower world†of shelves, there is a simple, direct, yet visible product that they desire, giving them a refreshing, quick, and comfortable psychological experience.
Topic highlights
As a valuable product packaging, if you can not get people's attention, or can not play. The role of visual infectivity, the functional value of this package is greatly reduced. In the fierce competition today, its greatest function is to fully reflect its visual impact and its attractive charm. Otherwise, the space wine of that year would not contribute RMB 1 million to solicit packaging from the society. Mr. Huang Yongyu’s “wine spirits†packaging designed for Xiang Guijiu was not worth 30 million yuan. The most direct expression of these values ​​is to highlight the theme of the theme.
How to highlight the topic?
1. Creative lead
This idea includes the drawing and styling of the packaging itself, as well as the design of the packaging. For example, the packaging of alcoholic spirits is based on pottery pots, sacks (and a character type), and the use of bamboo tubes to package drinks is a good idea. In addition, there is also a kind of tea and candy that are packaged using corn ear skin, which makes people feel natural and ecological. This is a good idea. The creativity expressed in the pattern design is even more colorful. It should be said that every good piece is a good idea.
2. Trademarks work hard
The trademark is the most direct theme of the product. The packaging of many products is to highlight the trademark (ie, crystal brand), to express the product packaging theme or product image. And such trademarks must appear in the form of Chinese characters or appear in auspicious patterns. Most of this approach is to use a packaging carrier to promote the brand. In turn, it is also using the brand advantage to drive the promotion of its products. Like original apple cider vinegar, missed dumplings, text corn line, small white sheep hot pot ingredients, I miss you jujube are doing this. Its greatest advantage is: product borrows, the card advantage is good "marries", the brand borrows the product superiority to be famous, has the benefit to the manufacturer to the merchant. In particular, it is better to add value to the brand's intangible assets and to provide consumers with brand trust. It is worth noting that in order to express the theme of packaging, it is necessary to work hard on trademarks that use Chinese characters as the main body.
3. Brand name show
In product packaging, some use the brand name as the theme, and some use the product name as the theme. Single brand owners use the former, while multi-brand owners use the latter. Therefore, using the product name as a theme also requires work hard on the show. This kind of show contains two meanings: First, the name of the product through the artistic means to do very blind, there is a certain amount of artistic appeal, people never forget. Such as "Wen Yu," in the text of the corn line, in the design, intentionally extended the three horizontal jade, the terminal unity, fine if the noodle, floating if the ribbon, giving a good association. The second is that the product name should be enlarged. Like a trademark, it makes it occupy a lot of space on the packaging screen. People really feel that the topic is prominent. Conquering the eyeballs conquered the market. This is the role and value of product packaging in the market competition.
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