3.2 Packaging Design Positioning
1) The target market strategy, market segmentation of the information obtained from the packaging market survey, to determine the target market for enterprises to enter, the common target market strategies are: no difference packaging market strategy, differential packaging market strategy, centralized packaging Market, etc.
2) Packaging type, grade and style description, determine the type and development series of packaging development according to market description, product status and other factors, determine the packaging grade and style, is a single grade or multi-grade, multi-price series of packaging.
3) Positioning strategy description: Each packaging container provided to the target market needs to establish a positioning strategy for it. Generally, it is based on the brand of the product, the characteristics of the product itself, the position of the consumer, or the combination of the above factors. .
3.3 Packaging Function Concept
1) Physical function: the protection function of the packaging, such as the functions of shockproof, moistureproof, anti-theft, anti-mildew, and insect-proof, etc. The well-packaged protection function not only brings benefits to the enterprise, but also gives the consumer a sense of security and trust. .
2) Mental function: It mainly consists of the aesthetic function, association function and symbolic function of the packaging.
3) Physiological function: The requirements for packaging are convenient functions such as convenient carrying, convenient opening, convenient use, convenient handling, convenient display and sales.
4) Ecological function: It is mainly conceived from the perspective of environmental protection and sustainable development, such as the recycling of packaging materials, low-energy degradation, conversion to secondary raw materials, and biodegradation to functional packaging materials.
5) Social function: refers to the various functions that the packaging must have to meet the overall needs of the society. Strive to make the goods to obtain the greatest economic and social benefits.
3.4 The shape of the packaging container
1) The style orientation, the positioning of the style form determines the sensory characteristics of the package shape, determine a style such as traditional style, or ethnic style, or European style. . . . .
2) Material selection, material characteristics and processing technology have a great influence on the structure, shape, decoration and printing of the packaging. In the conceptual design stage, the materials used for packaging containers should be basically determined.
3) Modeling features: The shape of packaging containers is mainly divided into inner packaging containers and outer packaging containers. There are many similarities between modeling features and styles, but they can have their own characteristics in terms of styling methods.
4) The effect of visual communication, visual communication is mainly through the use of graphics, text, color and appearance modeling, through artistic means to convey product information, that is, packaging and decoration design. Packing and decorating runs through the entire process of design, style, material selection, modeling, structure, text, graphics, and colors of the packaging design. It mainly conceives from the perspective of the psychological information and spiritual functions of aesthetic information.
3.5 Structure and Process Concept
1) Structure: It is necessary to determine the structural type of the packaging container and the special structural forms and technical characteristics of the design and development.
2) Process: The conceptual design should lock the processing route and process method of the packaging container, lock the application of the protection technology of the packaging and the packaging and printing process. Identify the main process and equipment selection and application description and illustration of new processes, new equipment, and new technologies.
3.6 Other ideas
Other ideas include the planning of marketing services and the design of packaging add-ons, which have a non-negligible effect on the promotion of goods.
4 Significance of Conceptual Design of Packaging Containers
The product design is divided into conceptual product and form product in two parts. The concept product is proposed by the marketing department. The formal product is completed by the design department, which helps the company's new product development and management to achieve a reasonable division of labor and is conducive to the market department's advantages. With a detailed conceptual product description, the design department can create and revisit the concept product based on the conceptual product when designing the product. The design can be visualized to achieve the best packaging design. In short, the conceptual design is conducive to speed up the development of new product packaging efficiency, and is conducive to innovative packaging design.
(Text / Song Xiaozhou)