The essence of packaging and decoration design (taking Mengniu breakfast milk as an example)

In contemporary society, packaging design has penetrated into our daily lives. It is an innovative art that attracts a large number of customers to become its loyal consumers. Below is the essence of packaging and decoration design that I have searched and compiled for you. Welcome to read, I hope it will be helpful to you. If you want to know more relevant information, please continue to pay attention to our fresh graduate training website.

Mengniu breakfast milk is a new liquid milk product developed by Mengniu Enterprises. It adheres to the brand's health concept and has the "fresh and delicious" and "flavorful taste" of Mengniu pure milk. In addition to many advantages such as "rich", "rich nutrition", "high-quality milk source", etc., it also took the lead in enriching the nutritional categories and taste categories. With its vivid and lovely graphic design and beautiful outer packaging, Mengniu breakfast milk has quickly won the favor of consumers and successfully occupied the breakfast milk market.

1. Packaging design concept

The packaging of Mengniu breakfast milk fully reflects some new concepts of packaging design. For enterprises, if their product packaging wants to win the favor of consumers, they must adopt modern and novel design concepts.

1. Appropriate design concept

(1) The outer packaging of Mengniu breakfast milk is made of paper packaging material, with a light film attached to the inner layer, which can effectively protect the milk inside. liquid, making it less likely to leak, safe and reliable.

(2) The capacity of Mengniu breakfast milk is 250ml. The capacity of this kind of packaging is just right and can fully meet consumers' demand for milk for breakfast.

(3) Paper packaging is small and lightweight, which not only saves packaging material resources, but also reduces packaging costs. Moreover, compared to plastic packaging, paper packaging is recyclable and convenient for recycling.

2. Circular design concept

The outer packaging design of Mengniu breakfast milk is small and lightweight, which reduces the use of materials; on the other hand, the paper packaging can be recycled and recycled, which is perfect Comply with the 3R principle.

3. Humanized design concept

In the appearance design of Mengniu breakfast milk, the cute little alarm clock points to seven o'clock, which is exactly the time for people to have breakfast in the morning, highlighting breakfast. Milk. The graphic design of wheat ears highlights the wheat flavor of the breakfast milk. In addition, the color combination is also very beautiful, giving people a fresh feeling. The packaging design in these aspects highlights the humanized design concept of Mengniu breakfast milk.

2. Packaging positioning

Packaging positioning divides the information to be conveyed into three basic aspects: who sells the product, what product is sold, and to whom. Packaging design is positioned from these three aspects, namely product positioning, brand positioning and consumer positioning.

1. Product positioning. Mengniu breakfast milk should be its features and functional positioning. This product is positioned to meet the nutritional needs of consumers for breakfast, especially during breakfast time.

2. Brand positioning. The Mengniu breakfast milk brand should be positioned to highlight the brand's font image and color. The most eye-catching image on the front of Mengniu Breakfast Milk is the crescent-shaped trademark logo of Mengniu Group in the upper left corner, followed by two dark black characters Mengniu highlighting the brand name.

3. Consumer positioning. The consumer positioning of Mengniu breakfast milk starts from the physiological characteristics of consumers and attracts customers based on their needs for nutritional elements in the morning.

3. The entry point of packaging conception

1. The conception method of packaging design

The packaging design of Mengniu breakfast milk adopts Lenovo conception. The small alarm clock pointing to seven o'clock reminds people of breakfast time; at the same time, the cartoon design of wheat ears reminds people of the smell of wheat; the green color also gives people a fresh feeling.

2. The starting point of packaging design conception

(1) Starting from the brand of the product. Mengniu breakfast milk first starts with the Mengniu brand, and the Mengniu brand text font and logo are shaped in a conspicuous position in the upper left corner.

(2) Start with the raw materials of the product. A very successful aspect of the packaging of Mengniu breakfast milk is the design of wheat ears, walnuts and other patterns, and these are the raw materials of Mengniu breakfast milk, highlighting the different flavors of breakfast milk (wheat, walnut, etc.), so Mengniu breakfast milk The starting point of ideation should be from the raw materials of the product.

(3) Start with certain characteristics of the product. Mengniu Breakfast Milk, as the name suggests, is a product prepared for consumers' breakfast. This is also a significant feature that distinguishes it from other products. Mengniu Breakfast Milk seized on this feature and designed a cute little alarm clock pointing to seven o'clock. . From this perspective, the packaging design of Mengniu breakfast milk is based on certain characteristics of the product.

4. The way of thinking in packaging design

The container packaging type of Mengniu breakfast milk is carton packaging. This design is very consistent with the basic principles of packaging container design. The packaging can not only effectively and safely protect the milk inside, but also be very convenient and convenient during use. At the same time, carton-shaped milk packaging is in line with international trends and trends. It can not only facilitate transportation and storage, but also can be recycled and recycled. In terms of container thinking, the design of Mengniu Breakfast Milk follows the surface texture treatment method. It only significantly processes and designs the outer surface of the carton.

5. Arrangement of visual elements of packaging

Graphics, color, text, texture, and shape are the major visual expression elements of packaging design. These elements not only have their own appeal, At the same time, they also cooperate with each other to form the overall image of product packaging.

1. Combined image

Mengniu Breakfast Milk adopts a joint approach to arrange different visual images, arranging graphics, text and other elements in a medium-sized manner. As a group, consumers will seem to think that the outer packaging design of Mengniu breakfast milk is well-proportioned and well-dense.

2. Strength and recognition of visual elements

Mengniu Breakfast Milk’s text, patterns, and colors are properly and orderly matched, giving people a strong visual impact. Its visual The elements are strong and recognizable.

3. Organizational level

Based on the combined image, Mengniu Breakfast Milk uses the idea of ????stratification to distinguish the basic units according to color, texture, and shape, and divide them into different The layers are processed to make the packaging design of Mengniu breakfast milk look more coordinated.

The product packaging design of Mengniu breakfast milk is relatively successful and is worthy of learning and reference by the majority of food companies. In the fierce market competition, packaging design does play an important role in the sales and circulation of goods. Therefore, enterprises should pay attention to the design art of packaging and decoration. ;