On modern commodity packaging design 0

2022-10-15
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On modern commodity packaging design

[Abstract] packaging is an important part of modern commodity marketing, with an annual sales of more than 1billion yuan. This paper discusses the functional concept of packaging design, discusses the color and emotion of packaging design, and looks forward to the development prospect of green packaging. It is pointed out that packaging design should carry forward national characteristics, keep pace with the times, and stimulate consumers' desire to buy

[Key words] packaging design, commodity, color, promotion concept, green packaging, national characteristics

packaging is one of the most important links in modern commodity production and marketing. The quality of packaging is directly related to the value of commodities in market circulation. The original packaging of goods was mainly for the convenience of customers. With the development of market economy, people begin to realize that commodity packaging, as a visual communication tool, is by no means an optional thing, but the face of commodities. Modern commodity packaging is becoming an indispensable part of commodities with its simple and clear shape. Packaging not only gives commodities unique personality, but also establishes a perfect visual image for commodities. At present, packaging has become the most direct competitive means for commodity manufacturers and dealers. Packaging is the self presentation of goods to customers, and has become a prerequisite for consumers to judge the quality of goods. With the deepening of China's entry into WTO, the necessity and importance of commodity packaging have become increasingly prominent. People continue to deeply experience that in today's economic globalization, only exquisite commodity packaging and high-quality commodities can be concerned and favored by the majority of consumers, and can they win in the fierce market competition

I. functional concept of packaging design

1 safety concept. Ensuring the safety of goods and consumers is the most fundamental starting point of packaging design. In the design of commodity packaging, the safety protection measures for storage, transportation, exhibition, carrying and use should be considered according to the properties of commodities. Different commodities may need different packaging materials. At present, the materials available include metal, glass, ceramics, plastics, cardboard, etc. When selecting packaging materials, 2. The technical parameters of the bursting test machine should not only ensure the seismic, compressive, tensile, extrusion and wear resistance of the materials, but also pay attention to the sun protection, moisture resistance, corrosion prevention, leakage prevention and fire prevention of the goods, so as to ensure that the goods are intact in any case

2 promotion concept. Promoting commodity sales is one of the most important functional concepts of packaging design. In the past, people mainly relied on salesperson's promotion and introduction when buying goods, but now supermarket self selection has become the most common way for people to buy goods. In the process of consumers' open shelf shopping, commodity packaging naturally acts as a silent advertisement or silent salesman. If the commodity packaging design can attract the attention of consumers and fully stimulate their purchase desire, then the packaging design truly reflects the concept of promotion

3 production concept. While ensuring beautiful shape, packaging design must consider whether the design can achieve accurate, rapid and batch production, and whether it is conducive to workers' rapid and accurate processing, molding, loading and sealing. In the design of commodity packaging, appropriate packaging materials should be selected according to the attributes, use value and consumer groups of commodities, strive to unify the form and content, and fully consider saving production and processing time, so as to speed up the circulation of commodities

4 humanization concept. Excellent packaging design must adapt to the storage, transportation, exhibition and sales of goods, as well as the carrying and opening of consumers. Therefore, in the design of commodity packaging, we must make the box structure reasonable in proportion, rigorous in structure and exquisite in shape, and focus on the beauty of shape and material, contrast and coordination, rhythm and rhythm, so as to achieve the box structure with complete functions and exquisite appearance, so as to adapt to production, sales and even use. Common commodity packaging structures mainly include portable, suspended, open, open window, closed or a combination of several forms

5 artistic concept. Excellent packaging design should also have perfect artistry. Packaging is an art that directly beautifies goods. Goods with exquisite packaging and high artistic appreciation value are easier to jump out of a large number of goods, giving people the enjoyment of beauty, so as to win the favor of consumers

6 environmental protection concept. The awareness of environmental protection in modern society has become the consensus of most countries in the world. In the trend of ecological and environmental protection, only commodity packaging design that does not pollute the environment and does not harm human health can become the ultimate choice of consumers. Especially in food packaging, we should pay more attention to green packaging

7 visual communication concept. The essential feature of visual communication is simple and clear. Too much decorative content will only cause mutual interference, making the packaging theme difficult to highlight, which will not only affect the visual impact, but also mislead consumers' thinking. According to the law of visual communication, in the process of commodity packaging design, we should try to remove unnecessary visual elements and focus on strengthening the visual theme, so as to find the most creative and expressive way of visual communication

second, color and emotion in packaging design

color is the visual information symbol that is the most sensitive to visual stimulation and the fastest response speed among the elements of human vision. Japanese scientists have found that people's attention to color accounts for about 80% of human vision, while the attention to shape accounts for only about 20%. Therefore, color plays an important role in packaging design. Color can be divided into primary color, intermediate color, compound color and complementary color. Its three elements include hue, purity and lightness. Various elements have different attributes and meanings. Hue refers to the appearance characteristics and mutual differences of colors. The basic hues include red, orange, yellow, green, green, blue and purple. Their wavelengths are different, and the color perception caused by the action on human visual film is also different. Among them, the wavelength of red, orange and yellow light is larger, which has a strong impact on human vision, while the wavelength of blue, green and purple light is smaller, and the impact is also weak. Hue can reflect the solid color and warmth of things. Purity is a qualitative indicator of color in terms of quality. Lightness refers to the stimulus of colored light to human eyes. In the face of different colors, people will have different psychological reactions, such as cold and warm, light and dark, weight, strength, distance, expansion and contraction

the color design of commodity packaging should match the attributes of commodities. Color design should remind consumers of the characteristics and performance of commodities. It should be emphasized that no matter what color, it should be based on the content of the commodity. According to the color of the commodity packaging, consumers can associate the commodities in the packaging. For example, green can reflect the canned green beans, and orange can reflect orange juice. If you violate this practice, you may mislead consumers, which is not conducive to commodity sales. For example, if the black bottle is used to contain mineral water, it is difficult for consumers to connect the dark packaging with the crystal clear mineral water. In chromatics, this kind of color that reflects the attributes of goods is called image color. The application of image color should follow the principle of appropriateness and vividness. It is the first general place in China. The red tone means enthusiasm, enthusiasm and boldness. It is mostly used in cosmetics and food; The blue tone is quiet, cool and calm. It can be used in swimwear, water sports equipment, cold drinks, summer vests, fans, refrigerators, etc. using blue in hardware machinery and electrical appliances can also give people a fresh feeling. In addition, the hospital's sanitary products can also use the blue tone; Purple tone is noble, elegant and mysterious. It is often used in high-grade cosmetics, jewelry and gifts; Yellow tone is pleasant, lively and rich. It will make people feel warm when used to package textiles. However, it should be pointed out that the use of image color is not old-fashioned and rigid. If we can adjust measures to local conditions and innovate flexibly, we may "rebound the pipa to create new ideas" and receive unexpected good results. For example, a company uses blue color to package moon cake food, which reminds consumers of the beautiful scenery of the Mid Autumn Festival, thus sprouting the desire to buy and eat moon cakes

in the final analysis, commodity packaging should be able to meet the aesthetic needs of consumers and express the emotional aspirations of consumers. Only by using color to reflect and induce the good feelings of consumers, it is possible to stimulate their desire to buy. A British market survey shows that when housewives go shopping in supermarkets, the goods they buy due to the attraction of exquisite packaging usually exceed about 45% of their budget, which shows the charm of packaging design

Third, green packaging is the future of packaging design

saving natural resources and protecting the ecological environment are the basic contents of sustainable development strategy. As an important part of social and economic activities, commodity packaging is bound to embark on the road of sustainable development - green packaging. Green packaging, also known as environmentalfriendlypackaging, means that the packaging design should not only ensure the good performance of goods, but also consider environmental factors, that is, packaging waste has no damage to the ecological environment. For a period of time, due to the neglect of the coordinated development of man and nature, a large number of packaging materials or packaging processes that are easy to cause environmental pollution have been used in commodity packaging, which has brought serious harm (potential harm) to the environment or human health when the ecosystem is clamped on the stripping tester, such as the disaster of "white garbage" caused by the use of non degradable plastics. Today, people are more and more aware of the importance and necessity of green packaging. For example, Japan has banned the use of non degradable plastic packaging of vegetables and fruits; Many foods in the United States began to use soy protein packaging film, which can be cooked with food. China also attaches great importance to the development of green packaging. For example, some ice cream products adopt corn baking packaging cups, which are not only conducive to the protection of the ecological environment, but also popular with consumers. It can be predicted that green packaging will become the mainstream direction of packaging design in the future

to develop green packaging, we should pay attention to the following issues: 1) in the design of commodity packaging, we should try to choose recyclable, renewable or degradable packaging materials. For example, a French dairy company developed a degradable plastic from lactic acid, which can be degraded into farmyard fertilizer within 55 ℃ and 60 days. In addition, Japan and other countries are also studying degradable plastics based on propionic acid [1]. 2) Packaging materials or packaging technology should not damage the ecological environment. For example, straw is strictly prohibited as a packing liner in the United States because straw may cause the spread of plant diseases and pests. For another example, several EU countries have banned the import of tropical rainforest timber in order to prevent the greenhouse effect [2]. 3) Packaging materials or packaging process shall not damage human health. For example, due to the strong carcinogen dioxin found in some foaming packaging materials, Italy, Austria and other countries have completely banned the use of such packaging materials. 4) We must fully understand the urgency and inevitability of green packaging ideologically. Green packaging may increase the cost of commodity packaging, but we must not ignore the development prospect of green packaging. Green packaging is not only a revolution in packaging materials and packaging technology, but also a revolution in the whole packaging industry, but also a revolution related to human survival and development

Fourth, packaging design should belong to its era and nation

German classical philosopher Hegel once said,

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