The so-called packaging not only has the function of acting as a product protector, but also has a positive promotional effect. With the fierce market competition in recent years, more people are trying their best to make it play the latter role. effect. In the visual expression of packaging design, the three principles of eye-catching, understanding, and favorability not only have independent connotations, but also reflect and combine with each other.

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 colors, and beautiful and exquisite patterns, so that the packaging can have an eye-catching effect and make consumers have a strong interest as soon as they see it.

① Strange and novel shapes can attract consumers’ attention. For example, the shape of wine bottles is generally cylindrical. Some wine bottles use imitation shapes and are designed into complex anchor shapes or human shapes. Or animal shapes, which will appear very prominent and beautiful in a batch of wine bottles with cylinder and cuboid shapes.

② The beauty of color is the easiest for people to feel. Red, blue, white and black are the four major sales colors. Take red as an example. It has the largest number of images, and most of them are images that have the strongest relationship with life, such as the sun, fire, and blood. Therefore, red is the easiest to excite people. Blue, white and black are also closely related to the sun, which always hangs high in the blue sky. When the sun goes down, the sky becomes dark. When the sun rises again at dawn, the sky in the east becomes fish belly white. These four colors are important colors that govern the rhythm of our daily lives. When used as sales colors, they can attract consumers. This kind of analysis has certain rationality.

③ Patterns work in combination with colors. 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 trademark can immediately attract consumers.

Successful packaging must not only attract consumers' attention and interest in the product through the use of shape, color, pattern, and material, but also enable consumers to accurately understand the product through the packaging, because the purpose of people's purchases does not Not for the packaging, but the product inside the packaging. The most effective way to accurately convey product information is to truly convey the product image. You can use fully transparent packaging, you can open windows on the packaging container to display the product, you can draw product graphics on the packaging, and you can put concise text descriptions on the packaging. Colorful product photos, etc. can be printed on the packaging.

Accurately conveying product information also requires that the grade of packaging be compatible with the grade of the product. Covering or exaggerating the quality and functions of the product are failures of packaging. On the contrary, low-end products with gorgeous and expensive packaging will not attract consumers. The grade of packaging must be consistent with the grade of the product. Recommended reading: The visual psychology of packaging design!

Based on the successful experience in domestic and foreign markets, the packaging of high-end daily consumer goods used by high-income people mostly adopts simple and clear pictures, soft and elegant colors and high-quality materials; for low-income people Low-end daily consumer products used by consumers often use obvious and bright colors and pictures, and then use the word "economical" to express product information. 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 to avoid misunderstandings.

The good impression comes from two aspects. The first is the practical aspect, that is, whether the packaging can meet the various needs of consumers and provide convenience, which involves the size, quantity, and exquisiteness of the packaging. For example: the same skin care cream can be packaged in large bottles or small boxes. Consumers can choose according to their own habits. The same products with beautiful packaging are easy to be chosen as gifts, while those with poor packaging can only be used by themselves. When the packaging of a product provides convenience, it will naturally arouse consumers' favor.

Good impression also comes directly from 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 around the individual. In terms of color, everyone has their favorite and disliked colors. Of course, we cannot insist on uniformity, but there are many similarities.

For example: Most women like white, red, and pink, which are called female colors. The use of white and red in the packaging of female products can arouse the love of women.

Men like solemn and solemn black, which is also called male color. The packaging and black color of men-specific products can win the favor of men.

Weakening the personalized expression of the Three Principles is tantamount to weakening the market competitiveness of its products. However, if the expression of the Three Principles of a product is divorced from the basis of the common understanding of most people, or it cannot arouse To induce people to have feelings that are in line with certain commercial purposes, this kind of personality that is completely divorced from certain sexual requirements will not be successful no matter how unique it is. It must have a certain degree of uniqueness and typicality, as well as unique personalization, so that this kind of packaging can remain invincible in market competition.