Class: Class: Student ID: Student ID: Name: Name:

1. Practical training tasks: Packaging design for the luggage of graduating students

2. Practical training time: December 13th---December 16th

3. Training location: Classroom 507, South District, Xi'an Electric Power College

4. Learning objectives:

1. Master the packaging design process and factors to be considered in packaging design. 2. Be familiar with the packaging manufacturing process 3. Be familiar with packaging activities

5. Main learning content:

1. Be familiar with the concepts of packaging and transportation before class 2. Be familiar with the functions of packaging and transportation 3. Be familiar with the characteristics of packaging and transportation 4. Make or formulate packaging according to packaging design 5. Pay attention to packaging Protection and impact of materials and structures on luggage

6. The main work we designed for this task is as follows:

1. Survey of customer needs 2. Analysis of survey results 3. Classification of items that need to be packaged 4. Targeted selection of packaging materials and Design packaging for items

7. Harvest and experience:

1. Through this practical training, I have a deeper understanding of packaging knowledge and a more solid grasp of knowledge. Before designing packaging, we must fully conduct an in-depth investigation of customer psychology, understand customer needs for packaging, and fully consider any factors related to packaging, such as:

(1) Items Nature

(2) What kind of transportation will be carried out after the items are packed?

(3) If you want to consign, you should also consider what items can be consigned, what items cannot be consigned, and what Which items are suitable for shipping and which items are not suitable for shipping?

2. Economical. No matter what kind of project it is, its economy must be considered when designing. This is the ultimate goal of an enterprise's design task, so we must fully consider every step of it and require each step to be carried out in a way that both reaches the customer Satisfaction, but also to achieve the lowest cost.

3. During the presentation of this task, through the questions asked by the teacher and classmates, I realized that there are many problems that we have not considered in this task. In addition to our shortcomings, I still need to learn a lot of knowledge in the future, and I need to improve my abilities through continuous learning.

4. Every topic we mention in the report may become a question that customers ask us, so before proceeding, we must try our best to cover every item we mentioned. Everything must be thoroughly understood and do not leave any doubts. These doubts will become the source of failure. It’s best not to talk about problems you don’t understand, and it’s best not to do things you’re not fully prepared for. There is a saying that says, “Opportunities will always come to those who are well prepared.”

Summary of Packaging Design [Part 2]

1. Eye-catching

For packaging to play a promotional role, it must first attract consumers’ attention, because Only products that attract consumers' attention are likely to be purchased. Therefore, the packaging should use novel and unique shapes, bright and eye-catching colors, beautiful and exquisite patterns, and materials with unique characteristics, so that the packaging can achieve an eye-catching effect and make consumers have strong interest at a glance.

The unique and novel shape can best attract consumers' attention. For example, the shape of wine bottles can generally arouse consumers' favor and interest.

Pattern plays a role in combination with color. Generally speaking, the packaging pattern should mainly set off the brand trademark, fully display the characteristics of the brand trademark, so that consumers can immediately identify a certain factory's products from the trademark and overall packaging pattern, especially famous brand products and famous brand stores. The eye-catching effect can immediately attract consumers.

Changes in packaging materials also attract people’s attention.

2. Understanding

Successful packaging must not only attract consumers’ attention and interest in the product through the use of shape, color, pattern, and material, but also make consumers understand through the packaging product. Because what people buy is not the packaging, but the product inside the packaging.

The most effective way to accurately convey product information is to truly convey the image of the product. It may use fully transparent packaging; or open windows on the packaging container to display the product; or draw product graphics on the packaging; or make concise text descriptions; or print color product photos, etc.

Accurately conveying product information also requires that the grade of packaging be consistent with the grade of the product. Packaging that conceals or exaggerates the quality and functions of the product is a failure of packaging. Based on successful experience in domestic and foreign markets, the packaging of high-end daily consumer goods used by high-income earners mostly uses simple, clear images, soft, elegant colors and high-quality materials, while the packaging of low-end daily consumer goods used by low-income earners , they often use obvious and bright colors and pictures, and then use the word "affordable" to express it. This is all to accurately convey product information to consumers and make them understand.

Accurately conveying product information also requires that the shapes, colors, patterns, etc. used in packaging do not violate people's habits and lead to misunderstandings. For example, there is this experience in the use of packaging colors: butter does not sell well if it does not use yellow packaging design but uses other colors; coffee also cannot sell if it is packaged in blue. Because people have had a relatively fixed understanding of the product content represented by certain colors for a long time, these colors can also be called product 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 represents coffee, which is a psychological stereotype. , such as the relationship between color and taste, Japanese market experts have done some tests, asking consumers to look at the packaging boxes of two types of curry to distinguish sweet curry and spicy curry. For sweet curry, 70 people looked at it Its red packaging suggests it is spicy. The yellow color of the packaging box of the sweet curry is considered by most. Obviously, its packaging is understood by people. It must be better sold than the red box of sweet curry. This is true, while the packaging box of a spicy curry is warm. The red and black packaging design is very popular on the market. This shows that the red and black design clearly expresses the meaning of spiciness and is understood by consumers. The product image and color are not complicated and profound, and ordinary consumers can understand it very naturally. it.

3. Favorability

In other words, the shape, color, pattern, and material of the packaging should arouse people's emotions of liking, because people's likes and dislikes play an extremely important role in purchasing impulses. role. Favorability comes from two aspects: first, the practical aspect, that is, whether the packaging can meet the various needs of consumers and provide convenience for consumers. This involves the size, quantity, and exquisiteness of the packaging. The same skin care cream can be large in size. Bottles can also be packed in small boxes. Consumers can choose according to their own habits. The same products with exquisite packaging are easy to choose as gifts, while those with poor packaging can only be used by themselves. When the packaging of the product provides convenience, it will naturally Arouse consumers' goodwill. Secondly, good impression also directly comes from the feeling of the shape, color, pattern and material of the packaging. This is a comprehensive psychological effect that is closely related to the individual and the environment in which the individual lives. In terms of color, everyone has their own favorite and disliked colors, but there are also similarities. For example, most women like white, red, and pink. They are called female colors, and the packaging of female products uses female colors. The color can arouse the love of women; while men like the solemn and serious black, black is also called male color, and the packaging of men's special products in black can win the favor of men. Each ethnic group has different favorite colors, which are called national colors. Americans like yellow, and products packaged in yellow are popular. The psychology of this kind of ethnic preference is also relative and changing.

We only emphasize that feelings of likes and dislikes can influence purchasing behavior. Therefore, the packaging shape, color, pattern, etc. of the product must be of a type that can arouse people's liking. This requires various market surveys and psychological tests to find this kind of liking. Emotions are related to people's aesthetic standards.

Summary of Packaging Design [Part 3]

As the crystallization of human wisdom, packaging is widely used in life and production. As early as 3000 BC, the Egyptians began to use manual methods Casting and blowing primitive glass bottles were used to contain items. During the same period, the Egyptians used the pith of papyrus to make a primitive paper for packaging items. In 105 BC, Cai Lun invented papermaking. Labels made from handmade paper appeared in China. In the long history of human development, packaging design has promoted the continuous development of human civilization. Today, packaging is not only at the level of protecting goods, it has also brought visual pleasure and transcendence to mankind through the perfect combination of art and technology. Worth the psychological enjoyment.

As a packaging designer in the new era, we must give packaging a new design concept, understand the society, the company, the products, and the consumers, and make accurate design positioning. The positioning idea of ??packaging design is a design guideline with strategic vision. Without positioning, there will be no purpose and pertinence, there will be no target audience, and the products will not be sold. This will also lose the significance of packaging design in the new era. Only by following the design rules can we make designs that suit the development needs of the times.

At the beginning of the design, I didn’t know what to use as the main image. The picture was very colorful and messy, with no priority and no sense of order. The visual effect was very bland, and the appeal points were inaccurate. I didn’t know what to do. What message is conveyed to the audience. I spent a lot of energy and made a lot of design drafts, but nothing worked. Later, by studying design theory, I found out that the reason was that I didn’t have a good design positioning, and I couldn’t seek accurate appeal points based on the survey results. . After that, I determined my ideas, continued to refine them, and gradually completed the ideal product in my mind.

Through practicing the design of toothpaste packaging, I came up with the following design ideas

1. Use the image of the product itself as the main image. That is to say, product reproduction is directly applied to packaging design through realistic product photos, which can convey product information more directly and make it easier for consumers to understand and accept.

2. Take production raw materials as the main image. This type of packaging design mainly highlights the individual functions of raw materials, such as adding mint leaves to mint toothpaste packaging.

3. Use brand, trademark or corporate logo as the main image. This type of brand, trademark or logo is often already well-known in the market. As long as it is further strengthened, it will be easily accepted by consumers.

4. Take the purpose of the product as the main image.

5. Emphasize the characteristics of the product itself as the main image. For example, toothpaste can emphasize its whiteness and freshness.

6. Use the origin of the product or raw materials as the main image. For example, the "Mengniu" brand toothpaste uses the Mongolian grassland as its image.

7. Use the object as the theme image. For example, children's milk powder packaging can use children's animated images as the main image.

8. Use common animals, plants, flowers, etc. in daily life as the main image.

9. Use the special effects of text as the main image. Text is the most direct way to convey information, and it is also suitable for different levels of audience groups.

10. Use unique shading texture or pattern as the main image. This type of packaging design should be based on the nature of the product itself. For example, some traditional Chinese packaging can use some traditional Chinese patterns. This kind of design has more national characteristics. 11. Use the unique color of the product as the main image.