Three principles of the hottest packaging design 5

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The three principles of packaging design

the so-called packaging not only has the function of acting as the God of product protection, but also has the role of active promotion. With the fierce market competition in recent years, more and more people are trying to make it play the latter role. Japanese scholar Yi chuzhuo once put forward a principle of "purpose, reason and good"


packaging should play a role in promotion. That month should first attract the attention of consumers, because only goods that attract the attention of consumers can be purchased. Therefore, the packaging should use novel and distinctive shapes, bright and eye-catching colors, beautiful and exquisite patterns, and the materials with their own characteristics can make the package have a striking effect, so that consumers have a strong interest at the first sight

the peculiar and novel shape can best attract the attention of consumers. For example, the shape of wine bottle,

is generally based on cylinders. When the wine bottle with straight line shape appears, it will have a striking effect

some wine bottles also use free curves, natural and elegant, like dancing fairies; Some wine bottles are designed into complex anchor shape or human body shape by imitating the shape, which will appear very prominent and beautiful in a batch of wine bottles with cylinder and long square shape

The beauty of color is the easiest for people to feel. Some marketing experts even think that color is the first factor that determines the sales of

. In their long-term market research, they found that some colors, as the packaging of products

, will make products surprisingly difficult to sell, and gray is one of them. They believe that this is because gray is difficult to excite people, so it is naturally difficult to produce the impulse of shopping. They proposed that red,

blue, white and black are the four major sales colors, which were found when making and comparing the images of red, blue, white, black, green, orange, yellow and

tan. Take red as an example, it has the most images, and it is the image with the most powerful relationship with life, such as the sun, fire, blood, etc. Therefore,

red is the most exciting. Blue, white and black are also closely related to the sun, which is always high above the blue sky. As soon as the sun goes down, it gets dark. When the sun rises again at dawn,

, the eastern sky becomes fish belly white. These four colors are important colors that dominate our daily pace of life. As sales colors, they can arouse consumers' interest and interest. This analysis is reasonable. Patterns work in combination with colors. The carton of "Snow Lotus" cashmere sweater is soft light green, and there is a protruding white snow lotus pattern on the box, which is elegant and eye-catching. Outside the bottle of "ancient wine of Western Han Dynasty", there is a brand with antique black patterns on a red background. On the yellow background of the packaging box, there are four strong and dignified black seal characters

"ancient wine of Western Han Dynasty", like an old man telling a long story. In a row of colorful

wine bottles, its unique style is very eye-catching

generally speaking, the packaging pattern should mainly foil the brand trademark, fully display the characteristics of the brand trademark, so that consumers can immediately identify the products of a factory from the trademark and the overall packaging pattern, especially the famous brand products and famous brand stores. The striking trademark on the packaging can immediately attract consumers. The change of packaging materials has also attracted people's attention. The

porcelain gifts exported from Shandong are ingeniously packed in portable boxes made of corn husks, which not only makes full use of the surplus rural labor force, but also makes a large number of local cheap materials into handicraft packaging with folk characteristics and elegant texture, which is more artistic than ordinary carton packaging. Sichuan famous product

"wrapped silk rabbit", originally packed in red rectangular cartons, is now woven into exquisite cylindrical containers with thin bamboo strips, which is unique and beautiful, forming an unforgettable impression


successful packaging should not only arouse consumers' attention and interest in products through the use of shapes, colors, patterns and materials, but also make consumers accurately understand products through packaging. Because

the purpose of people's purchase is not the packaging, but the products in the packaging. The most effective way to accurately convey product information

is to truly convey the product image. You can use full transparent packaging, open windows on the packaging container to display products, draw product graphics on the packaging, make concise text instructions on the package, and print color product photos on the packaging

a "skylight" is opened on the top of the carton package of the "Snow Lotus" cashmere sweater, and the color and texture of the cashmere sweater can be clearly seen through cellophane, which is easy to choose. The "diamond"

brand stainless steel kitchen knives in Yangjiang, Guangdong Province are packed in cartons that can fix the knife body, making handling and sales convenient

a photographic close-up lens is used on the box surface to show the sharp blade of cross light; The base map is vegetables and meat, with photos and descriptions of the origin, history, quality, etc. of the kitchen knife, so that its long history and excellent quality can be truly and intuitively displayed, and it is welcomed by customers at home and abroad

accurately conveying product information also requires that the level of packaging should be consistent with the level of the product. It is a failed packaging to cover or exaggerate the quality and function of the product. Ginseng exported from China was once packed in gunny bags and cartons. Foreign businessmen suspected that it was dried radish. Naturally, it was understood from the file of this crude packaging

on the contrary, low-end products with gorgeous and expensive packaging will not attract consumers. At present, most of the small food packages in China's market are very exquisite. The eye-catching colors, gorgeous patterns and silver flashing aluminum foil bags are first added with moving instructions, which have great temptation to consumers, especially children. But many times, the value of the food in the bags is far from the price, making people feel cheated. Therefore, the grade of the packaging must adapt to the grade of the product

according to the successful experience of domestic and foreign markets, the packaging of high-end consumer goods used by high-income people uses simple and clear pictures, soft and elegant colors and superior raw materials; For low-grade consumer goods used by low-income people, they are mostly expressed in obvious and bright colors

and pictures, and then expressed in the words of "economic benefits". This is to make the product information accurately conveyed to consumers and understood by consumers

accurately conveying product information also requires that the shapes, colors, patterns, etc. used in packaging do not violate people's habits, resulting in misunderstanding

for example, there is such experience in the application of packaging colors: butter does not use yellow packaging design, but uses

other colors, which are unsalable, and coffee cannot be sold with blue packaging, because people have had a relatively fixed understanding of the product content represented by some colors for a long time, and these colors can also be called commodity image colors. Some of the image colors of commodities come from the commodity itself. Tea represents tea, peach

color represents peach, orange represents orange, yellow represents butter and mayonnaise, green represents

vegetables, and coffee color is derived from coffee

some are psychological stereotypes, such as the relationship between color and taste. Japanese marketers have done some psychological tests, asking consumers to look at the packaging boxes of two brands of curry to distinguish between sweet

curry and spicy curry. Gurico curry is sweet, but 70% of people look at its red packaging box and think it is spicy. The packaging box of sb gold medal sweet curry is a yellow color, which is recognized by most people. Obviously, the packaging of sb gold medal sweet curry is understood by people, and it must be sold better than gulico curry. In fact, Sb gold medal spicy curry bag

is boxed with red and black packaging design. It was very popular when it was listed around 1965, making its stock price soar, which shows that the red and black design clearly expresses the meaning of spicy,

and is understood by consumers. The product image color is not complex and abstruse, and ordinary consumers can naturally understand it

In other words, the shape, color, pattern and material of the package should be able to arouse people's love, because people's likes and dislikes play a very important role in buying impulse. Favors come from two aspects, the first is practical, that is, whether the packaging can meet the needs of consumers in all aspects, and the provider

convenience, which involves the size, number, beauty and other aspects of the packaging. The same skin care cream can be bottled or boxed. Consumers can choose it according to their habits; Similarly, the products of

are beautifully packaged and easy to be selected as gifts, and those with poor packaging can only be used by themselves

when the packaging of the product provides convenience, it will naturally arouse the favor of consumers

liking also directly comes from the feeling of packaging shape, color, pattern and material. This is a comprehensive psychological effect, which is closely related to individuals and their environment. Take color

color as an example, everyone has his own favorite and annoying colors, which of course cannot be forced to be the same

, but there are also similarities. For example, most women like white, red and pink

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