Question 1: What is the design positioning of packaging? What is positioning design, packaging design positioning

Positioning design is an important part of packaging design theory.

Positioning, packaging design positioning, as the name suggests, is to determine your own position. Design positioning is mainly a method to solve the design concept. What it emphasizes is to consider packaging design from the perspective of sales, convey accurate information to consumers, and give them a unique and unique impression. The quality of positioning directly affects the sales of goods.

Traditional packaging design mainly emphasizes the function of packaging to protect and beautify goods. Due to the development of market economy, the function of packaging design has undergone fundamental changes with the fierce competition in the market. Traditional packaging design concepts have been impacted, and positioning design theory has formed the main characteristics of modern packaging design.

Without competition, there is no need for packaging design positioning. The more intense the competition, the more necessary it is to create a positioning image that surpasses similar products. It can be said that whether the positioning is appropriate has become a key factor in whether the information can be accurately conveyed to consumers. Food packaging knowledge often mentions that whether it is product modeling, product packaging, advertising and other designs, positioning issues are involved. Therefore, it is necessary to understand the positioning idea and master the basic elements of positioning design.

2. Three basic factors of positioning design

Positioning design divides the information to be conveyed into three basic factors:

First, brand positioning; Also called trademark positioning and manufacturer positioning. Trademark positioning focuses on the performance of product brand information and brand image. Trademarks and brands are the guarantee of product quality. Brand positioning is very important for the packaging design of new products and well-known products.

The second is product positioning. It indicates what it is selling on the packaging and decoration, so that buyers can quickly identify what kind of product it is, what characteristics it has, and whether it is a cheap popular product or an expensive one

High-end commodity.

The third is consumer positioning. Make it clear to consumers who the product is produced for and sold to.

1. Brand positioning, packaging design positioning

The meaning of brand positioning is to show consumers "who I am" and "what company I represent". A trademark (brand) is protected by law once it is registered. In the current situation where mass consumer psychology favors famous brands, brand positioning has important promotional significance.

Brand positioning requires that the packaging picture mainly highlights the logo of the product. When positioning the trademark, color, graphics, and text should be considered together.

(1) Color Each company selects one or several colors to express the image of the trademark and become the "image color" of the company's products so that consumers can easily recognize and use them. remember. For example, Coca-Cola Company uses bright red and white, which can give people a strong visual impact; Qingdao Xiyingmen Group Company uses orange-red and golden yellow to express a festive atmosphere. It can be seen. These specific colors form a brand color impression in people's minds.

(2) Graphics in packaging design mainly give play to the expressive power of the main graphics, so that consumers can associate the graphics with the product itself in their impressions, which is conducive to the image and vividness of product promotion. reflect.

(3) Text: The brand's font image has become one of the main expression methods to highlight the brand's personality due to its readability and non-repetition. Among registered trademarks, there are a considerable number of text-type marks, such as the world-famous Coca-Cola, Sony, Casio, etc., which are pure text marks.

The products sold by a company are often closely linked to its brand. Once customers recognize the company's products, they will be sold. In fact, it also recognizes the brand of this product. For example, when consumers think of Wahaha and Robust, they think of fruit milk and purified water; when they think of McDonald's and KFC, they think of delicious fast food. This is an example of successful brand positioning. Brand positioning is mainly used in the packaging design of well-known corporate brands.

The brand name is not only a symbol of identification, it can also help market positioning, allowing it to strengthen its positioning, participate in competition, and form a lasting market advantage.

Brand positioning includes target consumer positioning, defining the scope of brand use, using celebrities to endorse brand positioning, and on-site physical brand positioning.

2. Product positioning

The purpose of product positioning packaging design is to enable consumers to quickly understand the characteristics, attributes, uses, usage, grade, etc. of the product through the outer packaging.

For packaging design based on product positioning, the key to packaging design positioning is to highlight the product image on the main display surface of the packaging container. Photography (realistic or figurative) and hand-painted (simulated) are generally used. Loyalty...gt;gt;

Question 2: Graphics of positioning design Graphics refer to the decorative patterns or auxiliary graphics of the packaging. Combining colors can better exert the visual recognition effect of the packaging. Graphics include trademark images and series of icons, such as the ice cubes and tea leaves on the "Uniform Iced Black Tea" bottle, all of which convey the characteristics of the product to consumers.

Question 3: Introduction to positioning design The term "positioning design" was introduced from abroad, and its English name is Position Design. Position means position and direction, and Design means design. Therefore, positioning design refers to the design with clear goals and the design that solves the problem of conception method. In packaging design, you can emphasize specific consumer groups, you can emphasize the quality of the product, or you can emphasize a certain special function of the product, you can also highlight the color and decorative patterns of the packaging, etc. It can be clearly summarized as "accurately conveying product information to consumers and leaving a deep impression on consumers."

Question 4: What is the design positioning of packaging? This is explained in detail in the product section of marketing. It is the first P product in the 4P strategy.

Question 5: What is the positioning step mentioned in mechanical design? A raised or concave step on the workpiece for positioning. The step means: two surfaces are connected but have different diameters or heights.

Question 6: What is the positioning of interior design talents? First consider the direction. Basically, the general directions of interior design are divided into home decoration and industrial decoration. It depends on which direction you consider.

Question 7: What is positioning in structural design? Positioning refers to:

The position of the building in the design is accurately constructed on site through the relationship between the horizontal and vertical axes and the general plan. realized in.

Question 8: What are the architectural design methods for product positioning in architectural planning and design

●General planning

1. Project overview

First of all Familiar with the design brief of the project (provided by the owner) and the design key points of the project (provided by the planning department). Our company mainly does real estate development projects, that is, residential projects.

1. Project design mission statement:

Clarify the product positioning of the project, the composition ratio of the product, and the owner’s product requirements.

2. Design points of the project:

Be familiar with the design points of the project, as well as the planning and design specifications of the project location. The most important thing is to clarify the various economic and technical indicators of the project land. The sub-items of the indicators are as follows:

① The total land area of ??the project, understand the scale of the land, and form a preliminary impression in your mind.

② Project floor area ratio, understand the area ratio of residential buildings and public buildings.

Form the basic impression of floor area ratio

a. Single-family villa project with floor area ratio 0-0.3

b. Pure townhouse and stacked house project with floor area ratio 0.3-1.0

c. 1.0-1.8 townhouse plus high-rise residential project

d. 2.0-2.5 small high-rise residential project (12F-18F)

e. 2.5-3.5 medium-high-rise residential project ( 18F-24F)

f. 3.5-10.0 high-rise and super high-rise commercial projects (above 30F)

③ Project coverage: clarify the coverage calculation method.

a. Below 25, it is generally a multi-story building.

b.30-35 High-rise residential buildings.

c.50 Commercial buildings, commercial projects.

④ Green space rate: clarify the calculation method of green space rate in the project land area.

Generally, it is 30-35. In some places, the buckle is tighter and a greening analysis chart is required.

⑤ The building area is calculated based on the capacity, the building area is not calculated, and the building area is increased by the floor area ratio.

a. Above-ground construction area

b. Above-ground construction area on elevated floors. Some of this area can be counted as the area without volume, and some can be counted as the area with increased floor area ratio.

c. The definition of semi-underground building area is slightly different in different areas. Some areas with an area above the ground of less than 1.5M can be regarded as semi-underground.

d. Underground construction area, civil air defense construction area. Underground buildings are generally garages, equipment, and civil air defense. You can ask a professional company to arrange the parking spaces in the underground garage. We can provide a rough plan for civil air defense. The specific civil air defense design is designed by the Civil Air Defense Design Institute. The civil air defense area is generally calculated by using the projected area of ??the high-rise residential buildings.

⑥ Calculation of the total number of households, total number of people, and parking spaces in the project.

a. The parking spaces corresponding to the total number of households. Each region has different requirements for parking spaces.

b. Supporting facilities and buildings corresponding to the total population of several thousand people. Such as whether to build a kindergarten and its scale, a clean vegetable market, etc.

c. Parking spaces corresponding to commercial buildings.

⑦ The location of the opening of the project site, the location of the main entrance and the entrance and exit of motor vehicles. Helps solve transportation and project image needs.

⑧ The distance from the red line of the project land concession and the building spacing between the adjacent land parcels.

⑨ Understand the current situation and future plans around the project site.

2. Draft of the overall project concept.

After we are clearly familiar with the overview of the project, we can start to conceive the overall planning plan. The project land is of different sizes and shapes, such as flat land, land with huge differences in heights, etc. It is necessary to make a master plan design suitable for the land and project positioning according to the characteristics of the land.

1. Thinking and drawing of the draft general plan.

1. Drawing bubble design method.

Use a pen to draw bubble circles for each group on the project site according to the functional layout and land area. Draw several times to free up ideas to form a rough conceptual layout of the general drawing, and then pass it through Linear shapes connect various groups and functional zones in series.

2. Axis design method.

Project land is varied, regular or irregular. We can use the axis method to organically connect the land planning to make it flesh and blood. Utilize the design method of primary axis and secondary axis. (Linear and crankshafts) feel like fish bones, the trunks and branches of trees, the veins of leaves, star diagrams of constellations, etc.

For example: use the axis to determine the main entrance and exit of the project, the central courtyard, the group enclosure, the overall layout of the landscape corridor building complex, etc.

3. Design methods for large-scale enclosures and semi-enclosures.

That is, the overall layout design method of using point-type or plate-type conjoined east-west building layouts to follow the surrounding layout of the site to form a super large courtyard space in the center is generally applicable. It is suitable for projects with small land use and high floor area ratio. It can be used more in the southern region and less in the northern region.

4． The drawing composition design method.

It pays more attention to the graphic beauty of the overall drawing, and uses the point, line, and surface composition methods to pursue the plane composition and improve the overall layout according to the project requirements.

5. Coordinate method, tile extrusion method.

According to the project land, set an x...gt;gt;

Question 9: How to design the mobile phone design positioning. I don’t know what your needs are! If you are developing software, the general system will provide an interface, and you can get the latitude and longitude by calling it directly. You can also use third-party interfaces provided by companies like Baidu, which is more convenient to use!