Question 1: What is the concept of packaging design? Packaging design combines art and natural science and is applied to the packaging protection and beautification of products. It is not "art" in a broad sense, nor is it simply decoration. , but a multifunctional manifestation that contains comprehensive elements such as science, art, materials, economy, psychology, and market.

There are two main functions of packaging: one is to protect the product; the other is to beautify and promote the product. The basic task of packaging design is to complete the shape, structure and decoration design of product packaging scientifically and economically.

(1) Packaging design

Packaging design is also called physical design, which mostly refers to the shape of packaging containers. It uses aesthetic principles to visually express the shape of packaging containers with packaging functions and beautiful appearance through changes in shape, color and other factors. Packaging containers must be able to reliably protect the product, must have an excellent appearance, and must be economical.

(2) Packaging structure design

Packaging structure design is based on the basic functions of packaging such as protection, convenience, reusability and actual production conditions, and based on scientific principles. The design is based on specific considerations of the external and internal structures. An excellent structural design should take effective protection of goods as its primary function; secondly, it should consider the convenience of use, carrying, display, shipping, etc.; it should also try to consider functions such as reusability and display of contents.

(3) Packaging and decoration design

Packaging and decoration design uses patterns, words, colors, reliefs and other artistic forms to highlight the characteristics and image of the product, striving for exquisite shapes, novel patterns, and Bright colors and bright text decorate and beautify products to promote product sales. Packaging and decoration is a comprehensive science, which is both a practical art and an engineering technology. It is an organic combination of arts and crafts and engineering technology, and takes into account marketing, consumer economics, consumer psychology and other disciplines.

An excellent packaging design is the organic unity of packaging design, structural design, and decoration design. Only in this way can the role of packaging design be fully exerted. Moreover, packaging design not only involves the two academic fields of technology and art, but also involves many other related disciplines in their respective fields. Therefore, it takes a lot of hard work to get a good packaging design.

Question 2: What is the concept of gift packaging design? China has had a culture of etiquette and customs since ancient times, and is very particular about the sending and returning of gifts. Gift packaging is a special packaging for gifts given by consumers to express their feelings to others. It is one of the important components of the modern packaging design system. An exquisite gift packaging design not only reflects the value of the gift itself, but also increases the connotation of the gift. It also expresses the affection of the giver and plays an important role in enhancing people's emotional communication.

Beijing Circuit Brand

Question 3: What is a packaging series? Series packaging design is designed to promote the unity and visibility of the product's external image

< p> A series of two or more types is called series product packaging

Note:

The most important factor that remains unchanged in series packaging design is the trademark, flat surface Form arrangement and font. The three-dimensional shape, color and graphic content will convert between uniqueness and personality factors as the product elements change. That is to say, after clarifying the fundamental factors that remain unchanged in series packaging design - the function of the trademark and product, let us combine the many elements of the product - specifications, quantity, shape, ingredients, color, price and packaging design elements - Three-dimensional shapes, colors, graphics and text are combined to examine to further understand which factors are the key elements that form the uniqueness of the series, and then design and improve it.

Question 4: What is the relationship between packaging design and printing? Today, when the phenomenon of product homogeneity is becoming increasingly serious, we always try to use a method to present the originally similar products to customers in a differentiated form. Undoubtedly, the eye-catching packaging design will help our products stand out from many competing products with its outstanding visual recognition and high sensory evaluation, making consumers pay attention, pause, observe, appreciate and initiate purchasing behavior. This is also The most ideal packaging design that every business pursues.

As a result, various design plans proposed by designers are always rejected by front-line market personnel, but it is difficult for these front-line marketers to come up with clear concepts or provide comparisons for the most tempting product packaging. Be creative in envisioning silhouettes, but always bring back to the designers a piece or two of packaging that they feel is sales-provocative. The flashy product packaging always makes people confused, and they don’t know what the manufacturer is selling. How can we design packaging that impresses customers?

Thoughts on packaging

The role of packaging

Before discussing the topic of fast moving consumer goods packaging, it is necessary for us to think about the role of packaging. Only by clarifying Only by understanding the true role of packaging on the product and taking these requirements into account during specific design can we design a conquering package for fast moving consumer goods.

First of all, packaging gives the product a certain shape. In many cases, it is difficult to display or display products without form, such as beverages, cigarettes and other products. Not to mention the high cost of display without packaging, it will not achieve the expected effect;

Secondly, packaging It has a certain protective effect on product quality. For example, the packaging of "Qiaqia" melon seeds has an airtight peritoneum, so that the unique selling proposition of "Qiaqia" and "Bai Zhuokou Xiang" can be preserved. Otherwise, if the "flavor" has changed, how can consumers love you?

Again, packaging can differentiate a product from its competitors. Take potato chips as an example. Since Pringles potato chips are packaged in paper barrels, they are easily different from potato chips packaged in other plastic bags and are easy for consumers to identify;

In addition, the packaging must be It also serves as a consumer explanation. The special selling points of many products determine their different consumption methods. At this time, the packaging design must have enough information to let consumers recognize their specialness, otherwise it will lead to poor communication of product information;

Finally, packaging makes the product portable. Taking beverages as an example, they have evolved from bulk packaging to glass containers to today's PTT bottles. More importantly, the "mobility" of consumption has been taken into consideration. In addition, the difference in capacity between bottled drinks and paper-packed drinks is mainly due to the mobility of consumers.

After understanding the basic functions of packaging, compare the product packaging around you, and it is not difficult to find the fact that the packaging design of many fast-moving consumer goods basically only reflects one or two functions of packaging. There is no possibility of impressing consumers.

Common disadvantages of packaging design

Among the dazzling array of packaging, customers always choose only the products they like. In addition to the popularity and satisfaction of the product itself, packaging design has the right to speak. are influencing consumers’ purchasing decisions. After combining the main functions of the above-mentioned packaging, the packaging will be able to sit back and relax? In fact, this is not the case. Some disadvantages in packaging design often cause customers who originally picked up the product from the shelf to put down their hands and choose other similar products. At this time, we must know what the disadvantages of packaging are?

In the packaging of fast-moving consumer goods, common design drawbacks are as follows:

The packaging does not highlight the sales proposition of the product

The product can meet the needs of consumers through packaging design Appeal and attribution, and when a product’s packaging design lacks a theme, it will easily lose to competing products with themes. This is because the product’s sales proposition is suppressed. When a consumer chooses a bag of wedding candy, for the same price, will he choose a brand with festive words and red patterns or an ordinary brand with only words? The results speak for themselves.

Packaging patterns and product connotations are completely different.

Some companies’ packaging design is undertaken by printing plants, and the design capabilities of printing plants are often uneven. The design capabilities of some small printing plants Often eye-popping. For example, if the packaging of edible plums is clearly designed, but the pattern of flowers and plants is printed on the bag, consumers will feel confused at this time. After careful observation, they will usually give up the purchase because they question the quality of the product.

The packaging is flashy

In order to achieve differentiation, some products are often accustomed to taking "shortcuts", that is, not through the product itself, but through the "luxury route" of packaging. Differences often outweigh the gains. For example, a certain brand of poultry eggs is packaged to look like luxury goods, with... >>

Question 5: What is packaging? What are the packaging strategies? What are the design principles? Packaging design principles

Packaging has the function of promoting products, enhancing product image, and promoting sales.

Generally, the following basic principles should be followed:

1

. It must be conducive to protecting the product

Yuanshan's packaging materials and packaging must be suitable for the physical,

chemical and biological properties of the packaged product, and must be able to ensure that the product is not damaged. , no deterioration, no deformation, no leakage, no odor, etc.

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2

． It should be easy to transport, store, display, carry and use

The volume, capacity and form of product packaging should be diverse, and the size and weight should be appropriate; ensure that the packaging is tightly sealed

Under the conditions, strive to be easy to open.

3

． Packaging should be beautiful and elegant

Packaging has the function of beautifying and promoting products. It should fully display the characteristics, style and artistry of the product

and leave a deep and beautiful impression on consumers. impression. The packaging of high-end goods and works of art, in particular, must be able to highlight their noble and elegant characteristics and give consumers beautiful enjoyment.

General low-priced goods also need to be carefully designed and cleverly decorated to make people feel that they are cheap and high-quality. Different

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4

. Packaging should consider social benefits

The design and use of packaging should prevent unnecessary increase in expensive packaging costs, strive to reduce the burden on consumers and trade, save social resources, and facilitate trade. Packaging that causes environmental pollution and waste should be restricted or banned

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5

． Packaging must pay attention to credibility

Packaging design reflects the professional style and moral standards of an enterprise. Enterprises should focus on safeguarding

consumer interests, consider consumers, provide convenience to consumers, and eliminate fraud and deception in packaging

Immoral behaviors that deceive consumers and establish a good corporate reputation credibility. In addition, the packaging must be accurate, clear

and be able to convey product information intuitively. The text and graphic descriptions must be standardized, unified, accurate, and realistic

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． We must respect consumers' religious beliefs and customs

Different countries, regions and nationalities have different religious beliefs, values ??and customs

Habits, in packaging design. Enterprises should design different packaging according to the cultural environment and customs of consumers in different countries or regions to meet the needs of different target markets.

3. Packaging strategy planning

There are mainly the following packaging strategies commonly used by enterprises.

1

． Similar packaging

Also known as unified packaging. It refers to the use of the same or similar patterns, logos and colors on the packaging of various products produced by an enterprise to reflect the same characteristics. The advantage is that it can save packaging design and printing costs, establish a corporate image, and is conducive to the promotion of new products. This strategy is generally only applicable to

products of relatively similar quality. If the quality of a company's various products is too disparate, it may affect

the reputation of high-quality products.

2

． Combination packaging

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Tantalum capacitors

Also known as matching packaging

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Refers to the packaging according to people’s consumption It is a habit to put multiple related products together

and sell them in the same package, such as tool boxes, first aid kits, cosmetic bags, sewing kits, etc. This strategy

can facilitate consumers' purchase and use, and can help promote corporate product sales. But it should be noted that

you cannot pair unrelated products together, let alone take advantage of the opportunity to sell overstocked or spoiled products, which will harm

consumers

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． Multi-purpose packaging

Also known as reusable packaging and reusable packaging. It means that after the goods in the original packaging are used up, the packaging can still be used for other purposes, such as beer bottles, juice bottles that can be used as water cups after drinking, etc. This strategy

can renege on materials and reduce costs. It is beneficial to environmental protection; at the same time

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the trademarks and brand marks on the packaging can also

play an advertising role.

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4

. Packaging with gifts

Packaging with gifts refers to taking advantage of customers' curiosity and desire to obtain additional benefits by including gifts or coupons in the packaging

to attract consumers to buy. This strategy is particularly effective for children, such as pictures of old friends or small toys on

children's beverage or food packaging. "Ballet

Pearl Cream"

exported by a company in my country comes with a pearl pin in each box. Customers purchase it

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A beautiful pearl necklace can be strung together at will

This makes pearl paste very popular in the international market.

5

． Level packaging

Also known as multi-level packaging, it refers to dividing the company's products into several levels and using different packaging

for different levels so that the style of the packaging is consistent with the quality of the product. The value is commensurate to meet the needs of consumers at different levels. For example, using different grades of packaging for gifts and goods for personal use

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Question 6: Packaging design in graphic design, seven views Everything. . .

The specific meaning is up, down, left, right, front and back plus inside

Question 7: What is conceptual design? Conceptual design is a series of orderly, organizeable, and targeted design activities from analyzing user needs to generating conceptual products. It is manifested as an evolving process from rough to fine, from fuzzy to clear, and from concrete to abstract. process. Conceptual design is a design method that uses design concepts as the main line throughout the entire design process. Conceptual design is a complete and comprehensive design process. It elevates the designer's complex sensibility and momentary thinking to Geng Yi's rational thinking through the design concept to complete the entire design. If the conceptual design is an article, then the design concept is the theme of the article. Conceptual design revolves around design concepts, and design concepts are connected to all aspects of conceptual design.

Question 8: How important is product packaging design? Let’s put aside the quality of a product. Without a good packaging design, no matter how good your product is, it will not attract people’s attention. Now It doesn’t matter how good the product is, but how good your packaging is. When I say this, you should understand how important the packaging and design of the product are.

Question 9: What does independent packaging mean in packaging design? This means that the items in the large package are repackaged in a separate small package. . . Then this small package is called independent packaging. . Or just individually packaged. It's individually packaged. . .

Question 10: What are the principles of packaging design? Green packaging design must follow the 3R1D principles, that is, reducing packaging material consumption, refilling and using packaging containers, recycling and recycling of packaging materials, and degradability of packaging materials, but how to implement its basic ideas into the regular product design and development process In order to form a feasible overall pattern of the green packaging design process, it is the key to the universal acceptance and application of green packaging design. There are mainly the following methods to standardize the green packaging product design process:

1. Function , considering green packaging design from a functional perspective, mainly to make the use purpose of the product more reasonable, the basic idea is to analyze the functions of the product in detail to determine what are the most basic functional characteristics, and further evaluate whether the implementation of these functions consumes Relatively less material and energy are used, resulting in a minimal load on the environment. The design process is:

1) Quantitatively define the functional value of the product and identify the basic parameters corresponding to the functional value;

2) List the goals for the specific functions of the packaging product and theoretical and practical measurement parameters;

3) Evaluate the material and energy consumption of each functional unit, and conduct analysis based on theoretical and practical measurement parameters in order to study whether these functions can be used less material and energy consumption;

4) Compare new packaging products with reference products, and optimize new product design and development strategies.

2. Structure: Analyze green packaging design from the morphological structure of loosely packed products, mainly to make the packaging structure more scientific, practical and beautiful. At this level, we must first carefully determine the basic concept of product attributes, and consider how to improve the product's impact on the environment under its framework. During the design process, we must analyze not only the functional structure of the product, but also the material structure of the product. In terms of functional structure:

1) Clarify the form, volume, category, attributes, and transportation scope of the packaged goods, analyze and determine the structural function of the main body of the packaged product or the function of the accessories, and further clarify the use of the packaged product Purpose.

2) Analyze the overall structural function of the packaging design, consider whether related functions can be merged or the number of accessories can be reduced, and whether materials are used in the most reasonable manner.

3) Whether it is possible to save materials and reduce volume and weight. In terms of material structure:

(1) The attributes of packaging materials are reasonably configured with the packaging purpose;

(2) An overall analysis of the product’s material composition, disassembly, and use effectiveness; < /p>

(3) Try to reduce the number of material types in the same packaging product to facilitate classification and recycling.

3. Cycle cycle. Consider green product design from the cycle cycle of packaging products to facilitate an overall description of resource consumption and environmental load throughout the product cycle. The human body design method is:

1) Establish the operating structure of the packaging product cycle;

2) List the total consumption of packaging materials and evaluate the energy consumption in the raw material state;

3) Measure Energy consumption during transportation and use of packaged products, and determination of the recycling rate of recycled materials in packaged products;

4) Determine the amount of final waste of packaged products.

4. Evaluation. The components of packaging products and social ecological factors are the main evaluation index system of green packaging design.

The evaluation of the components of the product refers to:

1) Decompose the packaged product into relatively independent parts and briefly describe their manufacturing process;

2) The production of each part Conduct data analysis and assessment of environmental problems and health damage that may occur during the process;

3) Adopt special manufacturing processes for parts that may have pollution problems, and replace harmful products with rationalized product functions and structures. contaminated parts.

The evaluation of ecological factors mainly refers to:

1) Environmental attribute indicators, that is, indicators related to the environment during the safety cycle of packaging products, mainly including air pollution indicators, Liquid pollution index, solid pollution index and noise pollution index.

2) Resource attribute indicators, that is, material resource indicators, design resource indicators, information resource indicators and human resource indicators stored and used during the product cycle.

3) Energy attribute indicators refer to indicators such as utilization rate and recycling energy consumption consumed by green packaging products. For the above evaluation elements and indicators, on the one hand, we refer to the current environmental protection standards, industry standards and related policies and regulations for evaluation. On the other hand, existing products and related technologies are used as reference objects to evaluate through comparison.

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