It's not chemistry (because we do this in senior one chemistry), is it?
I found this. Pieced together.
-----------. Japanese scholar Yi Zhizhuo once put forward the principle of "striking, understanding and liking".
eye-catching
In order to promote sales, packaging must first attract consumers' attention, because only the goods that attract consumers' attention can be purchased. Therefore, the packaging should use novel and unique shapes, bright and dazzling colors, beautiful and exquisite patterns, and materials with their own characteristics to make the packaging have eye-catching effects, so that consumers will have a strong interest at first sight.
the peculiar and novel shape can attract consumers' attention. For example, the shape of wine bottles is generally cylindrical, and some wine bottles are designed into complex anchor or human body shapes by imitating the shape, which will be very prominent and beautiful in a number of wine bottles with cylindrical and rectangular shapes.
The beauty of color is the most easily felt by people. Some market scholars even think that color is the first factor in determining sales. In their long-term market research, they found that some colors, as the packaging of products, will make products surprisingly hard to sell, and gray is one of them. They believe that this is because gray is difficult to make people feel excited, and it is naturally difficult to generate the impulse to buy. They put forward 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 brown. Take red as an example, it has the largest number of images, and it is the image of the sun, fire, blood and other images that have the strongest relationship with life. 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, the sky becomes dark. When the sun rises again at dawn, the sky in the east becomes a fish-belly white. These four colors are important colors that dominate the rhythm of our daily life. When they are used as sales colors, they can arouse consumers' goodwill and interest. This analysis has certain rationality. Patterns work in combination with colors. The carton packaging of "Snow Lotus" cashmere sweater is soft light green, and there are white saussurea involucrata patterns protruding from the box, which is particularly elegant and eye-catching. There is a brand with an antique black pattern on the red background outside the bottle of "Western Han Ancient Wine". There are four vigorous and dignified black seal characters "Western Han Ancient Wine" on the yellow background of the packaging box, which is like an old man telling a long story. In a row of colorful bottles, its unique charm is very eye-catching.
generally speaking, the design of the package should mainly set off the brand trademark, fully display the characteristics of the brand trademark, so that consumers can immediately identify the products of a factory, especially brand-name products and brand-name shops, from the phonetic symbols and the overall packaging design, and the eye-catching trademark on the package can immediately attract consumers. The change of packaging materials has also attracted people's attention. Porcelain gifts exported from Shandong are 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 cheap local materials into artistic handicrafts packaging with folk characteristics and elegant texture, which is more artistic than ordinary carton packaging. Sichuan's famous "silk-wrapped rabbit" food was originally packaged in a red rectangular carton, but now it is woven into a delicate cylindrical container with thin bamboo strips, which is unique and beautiful, forming an unforgettable impression.
Understanding
Successful packaging not only attracts consumers' attention and interest in products through the use of shapes, colors, patterns and materials, but also enables consumers to understand products accurately through packaging. Because the purpose of people buying 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, which can adopt fully transparent packaging, display products by opening windows on the packaging container, draw product graphics on the packaging, make concise text descriptions on the packaging, and print colorful product photos on the packaging.
A "skylight" is opened at the upper part of the carton package of "Xuelian" brand cashmere sweater, and the color and texture of cashmere sweater can be clearly seen through cellophane, which is convenient for selection. The "Diamond" brand stainless steel kitchen knife in Yangjiang, Guangdong Province is packed in a paper box with a fixed blade body, which makes it convenient to carry and sell. On the box surface, close-up photography is used to show the lens of confrontation; The base map is vegetables and meat, with photos and descriptions of the origin, history and quality of kitchen knives, which makes its long history and excellent quality truly and intuitively displayed and welcomed by customers at home and abroad.
accurately conveying product information also requires that the grade of the packaging should be suitable for the grade of the product. It is a failed packaging to cover up or exaggerate the quality and function of the product. Ginseng exported from China used to be packed in sacks and cartons, and foreign businessmen suspected that it was dried radish. Naturally, it was understood from this crude packaging grade.
on the contrary, low-grade products with gorgeous and expensive packaging will not attract consumers. At present, most of the small food packages in China's market are exquisite. The striking colors, gorgeous patterns and silver-flashing aluminum foil bags with moving instructions are very attractive to consumers, especially children. However, in many cases, the value of the food in the bag is far from the selling price, which makes people feel cheated. Therefore, the grade of the package must be adapted 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 mostly adopts simple and clear pictures, soft and elegant colors and superior materials; For low-end consumer goods used by low-income people, obvious and bright colors and pictures are often used, and then the word "economic benefits" is used to express them, all in order to accurately convey the product information to consumers and make them understand.
accurately conveying product information also requires that the shapes, colors, patterns and so on used in packaging do not violate people's habits, resulting in misunderstanding.
For example, there is an experience in the application of packaging colors: butter can't be sold in other colors instead of yellow packaging design, and coffee can't be sold in blue packaging, because people have a relatively fixed understanding of the product content represented by certain colors for a long time, and these colors can also be called commodity image colors. Some product image colors come from the product itself, brown represents tea, peach represents peach, orange represents orange, yellow represents butter and mayonnaise, green represents vegetables, and brown is taken from coffee.
There is a psychological stereotype, such as the relationship between color and taste. Japanese marketers have done some psychological tests, asking consumers to look at two brands of curry packaging boxes to distinguish between sweet curry and spicy curry. Gurico brand curry is sweet, but 7% people think it is spicy when they look at its red packaging box. The packaging box of sweet curry with sb gold medal is yellow, which is recognized by most people. Obviously, the sweet packaging of sb gold medal is understood by people, and it is definitely better than Gurico curry. As a matter of fact, sb gold medal spicy curry packaging box used red and black packaging design, which was very popular when it went on the market around 1965, which made its stock price soar, which showed that the red and black design cleverly expressed the meaning of spicy taste and was understood by consumers. The product image color was not complicated and profound, and ordinary consumers could understand it naturally.
Good feeling
That is to say, the shape, color, pattern and material of the package should arouse people's favorite emotions, because people's likes and dislikes play an extremely important role in buying impulse. Good feeling comes from two aspects. First, it is practical, that is, whether the packaging can meet the needs of consumers in all aspects and provide convenience, which involves the size, quantity and exquisiteness of the packaging. The same skin cream can be in a big bottle or a small box, and consumers can choose according to their own habits. The same product with exquisite packaging is easy to be chosen as a gift, and the one with poor packaging can only be used by themselves. When the packaging of products provides convenience, it will naturally attract consumers' favor.
Good feeling also comes directly from the feeling of the shape, color, pattern and material of the package, which is a comprehensive psychological effect, and is closely related to the individual and the personal atmosphere environment. As far as color is concerned, everyone has his own favorite and disliked colors. Of course, we can't force uniformity, but there are also similarities. For example, most women like white and red and pink, which are called feminine colors. The use of white and red in the packaging of women's products can arouse women's love. Men like solemn black, which is also called masculine color, and the packaging and black of men's special products can be favored by men. Different ethnic groups have different favorite colors, which are called national colors. Americans like yellow, and the products packaged in yellow sell well, such as Kodak color film, the products of Kadapira, the world's largest construction machinery manufacturer, the cosmetics of Kureroru, and the sunscreen oil of Max Fakuta. However, Japanese people don't like yellow, and yellow packaging in Japan is often hard to sell. Some people think that Americans like yellow because they love blondes, and because the sun looks golden in the hot areas of southern States, we won't go into the mystery here. This kind of national favorite psychology is also relative and changeable. We just emphasize that the feeling of liking and dislike can influence the purchase behavior.
packaging is the earliest and most perfect combination of products and culture, which makes products highly commercialized, and the original products lack packaging. The development of products and the development of commodity society will inevitably require the introduction of packaging. This is like a farmer who has been farming for generations. Once he develops into a rich man or a gentry, he will want to hire a woman of scholarly family as his wife, so a new form appears. The development of history and society will always have infinite germinability and development inevitability.
The pattern of world historical development is constantly evolving. In the 19th century, it was a world pattern of "one superpower, many powers", and "one superpower" refers to the British Empire, which is known as the "country that never falls". The gross industrial and agricultural output value, shipping and world trade, financial resources and military strength, and even the number and area of colonies of Britain surpassed all powers, and it has always maintained a leading position in the world for a century, and is known as the "world factory". Other European powers can't match it.
however, the United States, which gradually got rid of colonial rule in the early 19th century and was weak in national strength, became the world's first industrial power by the end of the 19th century, and pursued colonial expansion worldwide to compete with European powers for hegemony, becoming a super empire in the world pattern of "one superpower and many powers" in the 2th century. It is worth mentioning that Germany accelerated the industrial revolution after its unification in 1871 under the situation of long-term division by small feudal States, and its economy developed rapidly and rose rapidly, becoming the second industrial power in the world, which is a basic reason for the development of modern industrial design in Germany and Europe.
Therefore, today we are discussing European and American packaging design and its concept, which generally refers to the packaging design of English-speaking countries, while the packaging design and its design concept of Germany and the United States are more involved. Modern packaging design is completely dependent on the development of modern industrial society, an ideology of modern commercial society and an ecology of modern society. The formation and development of packaging in Europe and America are formed by the high development of commodity economy and the great improvement of material life caused by the industrial revolution in Europe and America, as well as the concept of large circulation needed for expanding to the world. European and American packaging and its ideas are attached to their own economic forms, lifestyles and consumption patterns, and become a "form with accumulated content", which constitutes the inherent pattern and face of European and American packaging, the mode of the same strain and their recognized rationality and aesthetic value. Hegel said that "beauty is the perceptual embodiment of ideas". The form of European and American packaging is to embody the concept of European and American packaging. Pragmatic packaging in Europe and America has always given people a pragmatic impression. Packaging for protection, packaging for storage, packaging for display, packaging for classification ... In the final analysis, packaging for sales, the purpose of goods is to sell, and packaging is of course a wedding dress for them.
From the early packaging, from the packaging design published in old magazines 7 years ago to the recent packaging design, there are designs that truly reflect the connotation and directly convey the internal quality of goods. The hand care liquid packaging at the beginning of the century to the pet cat food packaging in recent years can be called vernacular packaging, but it is still beautiful and has a sense of continuity in form. Fully convey what you want to say in a visual form, tell you exactly, and even express your words, just as Coca-Cola clearly shows the name of the product, and many products use prominent letters to convey information. Of course, these are carefully designed. The level of packaging information transmission is very clear and rational, such as product name, brand, additional nouns, capacity, enterprise name, etc. The first information is highlighted rationally, and the physical image is arranged generously and appropriately. The correct transmission of information should be the basic concept of packaging in Europe and America. Strict standardization is the other side of packaging in Europe and America. Because of the early development of industry and commerce, it is found that various rules of the game are needed in the long-term development process, so both advertising and packaging have thoughtful legislative norms. There are sufficient and detailed explanations and verification data on many packages, and false words are not allowed. However, due to excessive caution towards consumers, many situations that are incomprehensible to many orientals have arisen. For example, someone wrote an article about the warning of American packaging. Here are some examples: 1. A certain cough syrup for children says, "Do not drive a car or start a machine after taking it." Second, a kind of frozen vegetable reads: "Please thaw it and eat it." 3. Description of a hair dryer: Please do not use it during sleep. 4. The package of a kitchen knife reads: "Please do not use it for other purposes". 5. Write on the bag of roasted peanuts: "Warning: It contains nuts, please keep away from young children". Wait, the author originally thought that these warnings were redundant and ridiculous, and they were only written as a joke, but Hong Kong readers who are familiar with American life made corrections, thinking that these warnings were clearly aimed at adults, especially children, in accordance with the law, which was in line with the original intention of legislation to protect children and played a useful role. However, it was reported that Africans took China patent medicine and swallowed the wax pill with shell by mistake, because there was no indication on the package that the wax pill with shell needed to be peeled off, which led to disputes. It can be seen that the standardization of packaging design is important, especially today when the economy is moving towards international integration.
As the form and intermediary of all commodities, it is necessary to legislate comprehensively and standardize strictly, which is the basic orientation of safeguarding consumers' interests and packaging. Consumer awareness and protection of consumer interests are the basic principles of packaging philosophy, which is also the selling point of European and American packaging. Paying attention to the development of visual language, the transfer packaging of graphic symbols is a kind of visual communication design. As the abstraction of visual language, the development and transformation of graphics and symbols is always a big topic. Abstraction always has more, deeper and greater connotation than concreteness. Abstraction is a kind of concentration and typicality, and abstraction is greater than reality. The development of graphics and symbols is an endless design element.