Thinking about packaging design concept

Abstract: China's packaging design has gone through more than 20 years of development from the private to the official. With the rapid development of modern design, packaging design is also facing an era of rapid changes in the concept, which also reflects the advent of the development of China's packaging design and limitations. For the concept of packaging design I have the following thoughts: First, packaging design should establish a modern design concept, rather than follow the market. Good packaging is suitable for products, suitable for corporate brand image packaging. Packaging design is not only a promotional tool for corporate products. More importantly, it is for enterprises to shape their image and accurately convey the cultural spirit of the enterprise. On the one hand, it exerts its commercial functions and achieves the necessary market effects; on the other hand, it can contain deeper implications. Cultural quality creates a positive visual image for the company. Second, thinking about the localization of packaging design. The development of contemporary packaging design in China under the influence of the multicultural context of the information age on the packaging design of China, we must grasp and adhere to the culture of packaging design, and excavate and sort out the excellent and rich cultural connotations in Chinese packaging design, and put traditional cultural ideas into practice. The essence combines organically with the elements of contemporary design.

Keywords: cultural connotation humane value orientation custom tradition

An era in which fanaticism consumes at the same time loses its correct value orientation, material is abundant, and spirit is scarce. The rapid development of packaging has inevitably led to abnormal transformation.

The development of packaging fully demonstrates human wisdom and defects. At the same time as economic development, it also causes a relative lag in culture and ideas. Decoys and lack of packaging of correct ideas also accompany each other. We should think about the concept of packaging design in the modern sense.

First, packaging design should establish a modern design concept. And you can't follow the market too much.

Twenty years of reform and opening up, economic development, commercial prosperity, and material abundance have brought opportunities for the development of packaging design. We have already felt the unprecedented activity of packaging from the colorful shelves. "Merchants are eager to take advantage of it, and they are actually between packages." Packaging design is the closest discipline to the market and the commodity. The characteristics of commercialization lead to the utilitarian and pretentious design of packaging thinking about packaging design, lack of social responsibility, cultural philosophy, humanistic spirit, pioneering research and development forecast, resulting in a Design within a narrow range of self. China's products, whether exported or sold domestically, are selling the product itself, and obviously lack the packaging of the concept of relationship life and humanistic spirit. Therefore, it is impossible to have high value-added products. The lack of concept in the design is one of the important factors in the development of Chinese packaging design. There is a bubble economy, but also bubble packaging. We must have far-reaching, higher-level, and more holistic thinking on packaging design, and in particular we must not follow too many markets with unsound regulations that have many problems. The design concept must be highly forward-looking and forward-looking.

(1) The cultural connotation of packaging design is where packaging increases the value-added of goods. Successful packaging design cannot pursue a beautiful market mix because it has seen too much in the market. On the contrary, there are cultural connotations, there are few packaging design with the times fashion. The market is too vulgar, over-packaging and shoddy packaging that is incompatible with the mainstream culture of the times. Imitation packaging is filled with our shelves. It is only a product of hard-hitting products, and it is difficult to get into the design culture. Packaging design should be a manifestation of the cultural value of the market, the past era is material to determine all ages. Now, profound changes are taking place in human society: People's demand for spirituality is exceeding the demand for material. It is this demand that leads to brands that are better than products. Design is better than manufacturing. It means better than content. Reflected in the market competition, the value of successful packaging design is beyond the price of the product itself, and the gap between price and value is precisely the added value that packaging design creates for the product.

As we all know, design is an extremely comprehensive discipline, it involves many factors such as society, culture, economy, market, science and technology, and its aesthetic cultural connotation changes with the changes of many factors. The packaging design uses text, symbols, and shapes to capture the sense of beauty, capturing images, ideas, and attempts to achieve communication and persuasion and establish a brand image. Therefore, a good package design or a good commercial design also requires aesthetic cultural connotation, rather than a poor, irresponsible design. Packaging design is the end of the corporate image, because it is the place where the manufacturer's products and consumers face to face contact. Therefore, the real product packaging design can establish a good corporate culture image. The company must have a design concept that conforms to the aesthetic image and the fork must be able to guide the masses to be aesthetically pleasing in product promotion and packaging design, so as to stand in the fierce market competition. Invincible, can really play the role of packaging. Individually catering to the masses and following the market's packaging design can only be followed by others. It can never have its own packaging features, which will lead to damage to the corporate image, mislead the public's aesthetic habits, and blindly choose to spend. Bright packaging is not necessarily a good packaging, the best packaging is a suitable product, suitable for corporate brand image packaging. A successful company must have a good brand image, and the company itself is the foundation of a good brand image. As a company, there should be a true image, a true essence, a clear and consummate concept and goal, and the inflexion and extension of beauty. Designers, on the other hand, must understand these characteristics of the enterprise, understand the essence of the enterprise, determine the corporate culture, and shape the true image of the enterprise. Packaging design is not only a promotional tool for corporate products. More importantly, it is for enterprises to create an image that accurately conveys the cultural spirit of a company: on the one hand, it exerts its commercial functions and achieves the desired market effects; on the other hand, it can contain deeper implications. Cultural quality creates a positive visual image for the company. The "Raptor Cowboys" designed by a master figure in the graphic design community is a vivid work under this purpose. Because the United States is famous for producing high-quality jeans, the image of “Raptor Cowboy” was added to the American color in the process of designing, and at the same time, the festive image of chocolate was added to its packaging, which made the package rich. Human touch. After the introduction of the new packaging, the market for the "Raptor Cowboys" quickly opened. Now the "Raptor Cowboys" is the best gift for Hong Kong people.

In a dazzling array of packaging, customers always choose only the products they like. In addition to the popularity and satisfaction of the product itself, the concept of packaging design is affecting consumers' decision to purchase. Undoubtedly, the eye-opening package design, with its sensory height of visual recognition, will help our products stand out from the competition and enable consumers to pay attention, pause, observe, appreciate and generate purchases. The most ideal packaging design pursued by each business. However, some product packaging is always confusing and it is not clear what the manufacturers are selling. I think that there are many drawbacks in the design concept of such packaging with sales slamming. First, the packaging does not highlight the sales claims of the product. Product packaging design can meet consumer demand and ownership, and when a product's packaging design lacks the theme, it is easy to lose to the theme of the product, which is the product's sales proposition is inhibited. When the consumer chooses a bag of candy, at the same price, he will choose the brand with festive lettering and red design, or the brand with only the words. The result is self-evident. Second, the packaging design and product content is far from the south. Some companies' packaging designs are borne by printing houses, and the design capabilities of printing houses are often uneven. The design of some small printing companies is usually eye-popping. If it is clearly designed to eat plum fruit packaging, but it is printed on the bag of flowers and plants, this time consumers will find it baffling, after careful observation, often because of questioning the product level and give up buying. Third, the packaging is frivolous. In order to achieve differentiation, some products are often used to take “shortcuts”, that is, not to form differences through the product itself, but to form differences through the “luxury route” of packaging, which often results in losses. Such as a certain brand of eggs, packaging like a luxury product, there are consumers joke that this thing is reluctant to buy back to eat, that box is also reluctant to throw, the results simply do not buy. It can be seen that if there is a lack of quality product support, excessive luxury of packaging will often be considered as a gimmick, which will eventually result in a veritable and unappealing result. In the end, packaging and trends are incompatible. Although today's packaging is a corporate behavior, there are indeed tidal currents, such as the unobtrusive popularity of environmental packaging. Environmentally friendly packaging most directly reflects the degree of concern that companies have with consumers, and such enterprises are easily recognized by consumers. For example, direct sales of Amway products basically use environmentally friendly recycled packaging. Such packaging not only protects the ecological environment, but also protects the nature of the product to the utmost extent. When package design circumvents defects and covers their general functions, our packaging is never compromised. The answer is no, what design ideas do we need to impress consumers, and how can we obtain design inspiration for designing such packages? Inspiration comes first from life. A good packaging design should be spiritual, it will speak for itself; good packaging comes from life, it may be a trace of the details of a life.

The spirituality of packaging means that packaging can make the connotation of the product appealing, and it can best reflect the traits that the product itself impresses consumers. There is a fruit juice package called "Life of Wild Fruits" on the market which is very attractive, but the name of the juice is attractive at first. When you bring the juice to your hand, you are moved by a pattern. It was a scene in which two villains used bamboo rafts to fight wild fruits. One of the boys played wild fruits and a baby girl was under a cloth pocket. Many consumers, especially those who have lived in rural areas, are sure to have a deep memory of this scene, although it is impossible to remember what the fruits were. The kind of happiness and harvest is hopeful. Even if consumers don't have these experiences, they will start to live that life because of the vivid patterns. This is the influence of a packaging design derived from life. Second, the inspiration comes from feelings. The real good packaging is implicated in emotional appeal. In the absence of emotional appeal, the sales of goods are very low-grade “selling”, and it is nonsense to impress consumers. There is a brand of chocolate on the market, its design can always move people, red roses let you give it to your favorite people, snow with the shape of the house to give you the most mournful of your family??.

The chocolate that contains the emotional appeal is no longer just a sweet incarnation. Different packaging designs may transform it into angels, Santa Clauses, and friendships. Such a package will always make consumers feel touched and forget its unfair price. In addition, inspiration comes from the details of the packaging design. Some people say that today is an era of segmented marketing. Consumers need businesses to observe, understand and meet him from the details. The same is true of packaging, and a package that impresses consumers should reflect manufacturers' attention to the details of consumers. Zhejiang has a little bit of fruit milk. It introduced a rotary lid to successfully solve the problem of secondary pollution when using straws to refer to fruit milk. Children are a highly valued group, and children are the most “sloppy” consumers. It seems commonplace to use a dirty pipette to take a fruit milk product. The little guy's rotating lid can be opened by turning and sealing. References have eliminated the use of secondary pipette pollution, but also make drinking fruit milk more convenient. This detail earns a huge profit for the little guy company. The tort compensation paid by only Robust and today's milk has reached several tens of millions of yuan. This is the success of the packaging of attention to detail. When shopping in the supermarket, there is a phenomenon that is worth paying attention to. The packaging of a product is clear and angular. Other packaging is rounded. The rounded corners are always sold faster than right-angled corners. Why? Are you right angled? The packaging scratches the skin, and if so, you should understand why the rounded corners sell better than right angles. In addition to inspiration to achieve a package, the design of the package actually follow certain principles.

(B) promote the humanization of the packaging design concept. Undoubtedly, when designing