Brand packaging design should start from components such as trademarks, patterns, colors, shapes, materials, etc., and based on considering the characteristics of the goods, follow some basic principles of brand design, such as: protecting goods, beautifying goods, convenience Use, etc., to coordinate and match the various design elements and complement each other to obtain the best packaging design solution. From a marketing perspective, brand packaging patterns and color designs are important factors that highlight the personality of products, and personalized brand image is the most effective promotional tool.

1. Establish a good image

The visual impression produced by a good packaging can always arouse the good impression of customers. At the same time, it can make the product more popular when people buy and use it again and again. The brand image continues to deepen. Therefore, for enterprises, paying attention to product packaging design is the best investment in product image.

A good brand visual image is shaped by distinctive trademarks, product names and advertising slogans in advertising design. Maintaining the visual unity of these elements on packaging helps to establish the company's image and shape the brand. Unique personality. Special attention should be paid to the graphics and product images selected for packaging to be consistent with the content and form of the brand appeal. Designers can design graphics to express the theme based on product positioning, and fully express the content and nature of the product in design. For example, you can directly photograph the appearance of the product as the main image on the packaging to achieve the unification of packaging and products, creating a consistent impression inside and outside.

2. Stimulate customers’ desire to buy

In the competition of similar products, the appearance and packaging of product packaging design play a big role. Whether packaging can arouse customers' desire to buy is the criterion for judging its quality. The factors that attract the most direct attention of consumers are firstly the vivid look and feel of the color, secondly the product name, trademark and graphics, and thirdly the styling features of the packaging. Taking food packaging as an example, secondary colors such as orange and green have a good visual impression and can arouse consumers' desires. Specific and objective pictures can directly reveal the inherent characteristics of food on the packaging, adding to the perceptual effect of the product. If we can also innovate in terms of packaging structure and materials, it will definitely make the packaging advertising effect twice the result with half the effort. Modern promotional activities often use gifts to attract and reward consumers, and attaching samples of new products and new products inside and outside the packaging is also an effective means to stimulate and motivate consumers.

3. Provide sufficient description

The description of product packaging design provided by the manufacturer to consumers is the manufacturer's commitment to delivering benefits to consumers. To make this commitment clear and concrete, there must be sufficient explanatory text. Of course, the primary task of advertising on packaging design is to highlight the registered trademark information and product name, but sufficient text (including numbers) must also be provided for the product’s performance, use, ingredients, quantity, efficacy, instructions, expiration date, and barcode information. ) to explain. If the appearance of the packaging design cannot provide a detailed and comprehensive explanation, instructions can be included in the box.

4. Highlight the visual effects of display and display

In addition to the application function of the packaging itself, the appearance of the packaging design can also be used to display its unique shape and distinctive image. The message is conveyed to the audience. Regular visual stimulation can attract customers' attention. Therefore, the packaging design of system products of the same brand should emphasize the unity of style. That is, for series packaging design, whether it is the shape of the packaging design or the graphic and text expression Both form and color must be highly unified. Brand packaging design

Brand packaging design should start from components such as trademarks, patterns, colors, shapes, materials, etc., and based on considering the characteristics of the goods, follow some basic principles of brand design, such as: protecting goods, beautifying Products, convenience of use, etc., make various design elements coordinate and complement each other to obtain the best packaging design solution. From a marketing perspective, brand packaging patterns and color designs are important factors that highlight the personality of products, and personalized brand image is the most effective promotional tool.

(1) Design of packaging patterns

The configuration of product pictures, text and background in packaging patterns must be centered on attracting customers' attention and directly promoting the brand. Packaging graphics stimulate customers more specifically, more intensely, and more convincingly than brand names, and are often accompanied by immediate purchasing behavior. The basic principles to be followed in its design:

1. The form and content should be consistent and clear, so that you can know the product itself just by looking at the packaging.

2． Products should be fully displayed. This mainly takes two ways. One is to use realistic color photos to truly reproduce the product. This is most popular in food packaging, such as chocolate, candy, food cans, etc. The realistic color photos show the color, taste and shape in a mouth-watering way; the second is to directly display the product itself. Fully transparent packaging and skylight packaging are very popular in food, textiles, and light industrial products.

3. There should be specific and detailed written instructions. The packaging pattern should also have specific instructions on the raw materials, preparation, efficacy, use and maintenance of the product, and should be accompanied by a concise schematic diagram when necessary.

4． It is necessary to emphasize the product image color. It is not just transparent packaging or using color photos to fully express the inherent color of the product itself, but more use of image tones that reflect large categories of products, so that consumers can have a cognitive response similar to a signal response and quickly identify the packaging based on color. content of things. For example, the upper body of the Marlboro cigarette box is dark red and the lower body is pure white. The color combination is eye-catching and prominent, reminding people of the masculinity of the Western cowboy. The top of the cigarette box is decorated with the gilded Philip Morris logo: two horses guarding a golden crown, coupled with the black Marlboro trademark, making people feel that Marlboro is extraordinary.

5. The "Shimen Family" style packaging should focus on the main exhibition and sales aspect of the packaging. All goods produced by a company or produced under the same brand trademark, regardless of variety, specification, packaging size, shape, packaging shape and pattern design, use the same pattern or even the same color tone to give people a unified impression and make them Customers can tell at a glance which brand the product belongs to.

6． Pay attention to functional design. The functional design in the packaging pattern is mainly reflected in the following aspects:

① Protective performance design, including moisture-proof, mildew-proof, moth-proof, shock-proof, leak-proof, shatter-proof, anti-extrusion, etc.

② Convenient performance design, including convenience for store display and sales; convenience for customers to carry and use, etc.

③ Sales performance design, that is, without the introduction or demonstration of the sales staff, customers can understand the product and decide to buy it by just relying on the "self-introduction" of the packaging screen, text and pictures.

The design technique of the packaging pattern is required to leave a deep impression on consumers with its simple lines, vivid and personalized characters, and reasonable combination of colors. Take Royal Salute 21, a Scotch whisky, for example. The wine was carefully brewed for 21 years and is served in exquisite porcelain bottles of three colors: blue, red and green. The bottle is engraved with the image of a Knight of the Round Table holding a sword and riding a horse. There are two frames on the brand trademark. It is a salute and comes with a 21-year age certificate issued by the Scotch Whiskey Association. The entire package looks elegant and wealthy. So much so that some people carefully collect the bottles after drinking.

Taboos in packaging pattern design are also a noteworthy issue. Different countries and regions have different customs and values, so they also have their own favorite and taboo patterns. Only by adapting to these can product packaging be recognized by the local market. Taboos on packaging pattern design can be divided into taboos on characters, animals, plants and geometric figures. No need to go into details here.

(2) Packaging color design

Color occupies a particularly important position in packaging design. In the fiercely competitive commodity market, color design is indispensable for making commodities have visual characteristics that are clearly different from other products, making them more attractive to seduce consumers, stimulating and guiding consumption, and enhancing people's memory of the brand. and use.

Japanese color expert Dai Chihiro has done in-depth research on packaging color design. In his book "Basics of Color Design", he put forward the following eight requirements for packaging color design:

1. Can the packaging color be clearly identifiable among competing products?

2. Whether it represents the product content well;

3. Whether the color is harmonious and unified with other design factors to effectively express the quality and weight of the product;

4. Whether it is accepted by the commodity buying class;

5. Whether it has high visual acuity and can provide a good foil for the text;

6. What is the effect of a single package and the effect of stacking multiple packages;

7. Are colors vibrant in different markets and display environments?

8. Whether the color of the product is not restricted by color management and printing, and the effect is the same.

These requirements are undoubtedly realistic in the practice of color design of product packaging. With the diversification of consumer demand and the segmentation of the commodity market, the requirements for brand packaging design are becoming more and more strict and detailed. In order to more accurately grasp the different requirements for color design of different types of commodity packaging, we can divide consumer goods into three major categories and put forward specific requirements for color design:

The first category is luxury goods. Such as high-end perfumes, soaps and women's clothing in cosmetics; men's products such as cigarettes, alcohol, high-end candies, chocolates, exotic and precious specialties, etc. This kind of product requires a unique personality, and the color design needs to have a special atmosphere and a sense of high price and luxury. For example, French high-end perfume or cosmetics should have a mysterious charm and incredible atmosphere, showing the romantic mood of Paris. Such products should be elegantly designed regardless of packaging size or color. For another example, for men's favorite whiskey, the packaging design must have a special atmosphere of the French aristocratic life in the 18th century, and the packaging design of cigarettes must have a sense of aristocratic temperament. The cigarette box of KENT cigarettes is completely white, and an ancient white castle stands in the white. Coupled with the brilliant golden "KENT" trademark, it will remind people of the aristocratic life in the ancient castle. . The background color of the CAMEL cigarette box is light yellow, which metaphors the vast desert. The pyramids and palm trees on the background pattern represent the ancient East, giving people a mysterious and primitive feeling. The packaging of such products should give people the feeling of a high-priced brand. Domestic top-quality packaging such as "Moutai", "Wuliangye", "Huzhou Laojiao", "Zhonghua Yan", and "Yunyan" are also beginning to be in line with international famous brands in design.

The second category includes foods needed for daily life, such as canned food, biscuits, condiments, coffee, black tea, etc. The color design of this type of product packaging should have two characteristics: (1) arouse consumers' appetite; (2) deliberately highlight the product image. For example, mineral water packaging uses sky blue to imply coolness and purity, and uses completely transparent plastic. bottle, fully displaying the characteristics of the product. At present, Guangdong's food, beverages, mineral water, etc. are the most successful products of this type in China.

The third category includes popular commodities, such as mid- to low-end cosmetics, soaps, health protection products, etc. This type of product is positioned in the mass market, and its packaging color design requirements: (1) should show an easy-to-approach atmosphere; (2) should show the high quality of the product; (3) enable consumers to identify it in a short time the brand. This needs to be analyzed in detail: Let’s take the design of cosmetic packaging as an example

The “fashionability” and “culture” of cosmetics packaging should always be integrated into the design of the packaging. Cosmetics not only sell their effects, but also sell them. Fashion and culture. Due to differences in age, gender, occupation, culture, economic level, etc., cosmetics consumers have different shopping psychological activities and functions. For example: mature consumers, working-class people, housewives, and people with low financial income are mostly realistic; young people, intellectuals, and people with a better economy are mostly looking for beauty; white-collar workers and extroverts tend to be "outstanding". Therefore, different packaging design strategies should be selected according to the target consumer group of the product's positioning. There are mainly the following packaging marketing strategies for cosmetics: First, series packaging. The same products or brands produced by the company use the same patterns and colors to remind customers that this brand belongs to the family. The second is combination packaging. That is, products with related uses are concentrated in a large packaging box or bag and sold at the same time. The advantage of this is that it is more convenient for customers to purchase, and it is also more affordable than a single product. The third is multi-purpose packaging. That is, after the product is used up, its packaging does not need to be discarded and can be easily used for other purposes. At present, the more commonly used ones include gift packaging, solicitation packaging, positioning packaging, etc. Our specific work includes cosmetics overall image design, cosmetics packaging box design, cosmetics bottle design, cosmetics counter display design, detergent packaging design, etc.