As the saying goes, "People want clothing, Buddha needs gold," and talking about packaging. In economic globalization today, packaging has become an integral part of commodities. Because packaging design has a direct impact on product sales, today's business community is more concerned with packaging design than ever before. This is a new challenge for designers today.
The famous marketing expert Philip Kotler thinks: “Packaging refers to a series of activities that design and produce containers or wrappers. Such containers or wrappers are identified as packaging.†Specifically, commodity packaging refers to The activities of designing and making containers or wrappers for a certain brand of merchandise consist of such elements as trademarks, shapes, texts, colors, patterns, and materials. As science and technology continue to improve and shorten the quality gap between products, packaging plays an increasingly important role in the process of product sales. Consumers often make their own judgments through packaging visual design factors when shopping. . Therefore, packaging design has long been a powerful weapon in today's market competition. The author found in the teaching practice of Henan Radio and TV University for many years that    包装 positioning in the packaging design process is particularly important.
Packaging design positioning concept
The design orientation was put forward in the 1960s. It was through the market investigation that the designer determined the information performance and image performance of the design based on the correct understanding of the consumer's demand for products and packaging (inherent quality and visual appearance). A design strategy. It plays a direct role in the sales of products, and it is also a straightforward way of expression.
The positioning process of the commodity packaging is to realize the dialectical unity of subjective thinking (design philosophy) on the basis of reflecting objective objects (products). For visual art thinking, the designer's feelings about things and the feelings of art design are inseparable. Good packaging design has a strong visual appeal and can convey product information quickly, vividly and accurately.
The actual psychological process of packaging design positioning is mainly the interweaving and integration of appearance-like movements, abstract thinking and emotional activities, and emotion is extremely important because emotions are the relationship between designers, commodities, consumers and the objective The attitude and experience of things. In different periods, different ethnic groups and different strata and other conditions, people's social commodity needs are mutually different. Appreciators' own occupation, social background, country, and individual's emotional status also play a role. The understanding of design, association, and likes and dislikes are not the same. They are all crucial to the aesthetic experience and experience of packaging. Therefore, when designing, designers must understand and be familiar with the needs and special taboos of various consumer objects in order to produce positive communication effects.
Today, designing "people-oriented" has become the consensus of the design community. The design of product packaging should also pay more attention to people's needs and their development, weaving and realizing the dream of consumption. This should be determined by the design goals. We can clearly see from the changes in the product and packaging of Xizhilang. The case has been imported from the pre-market of a purely taste-oriented children's product and has now become a sentimental carrier for affection, friendship and love.
The factors and laws of packaging positioning design
How to select the key points and highlight the topics on the basis of sorting out the various elements is an important principle in the design concept. If you can not fully consider the nature of the product, it will lead to the design of the package is not suitable for the product's personality. Then, how to position the product can be considered from the following aspects:
1. Brand Positioning This type of strategic approach is generally applied to product packaging with higher brand awareness. Use the brand's spiritual effect to give consumers an imagination. In terms of performance methods, if we can extend the name meaning of the brand for some visualized supplementary processing, we can give the product a noble image of my own.
2. Copywriting Some products do not have to do too much for the product itself. Instead, they should focus on the close copy of the product information. In order to enrich the picture, you can consider the text and graphics according to the nature and characteristics of the product. The full use of factors such as color and layout to highlight the visual impact of product packaging. Such as: The unique color of the product as the theme of the image of tea green, chocolate color.
3) Performance orientation It mainly emphasizes the characteristics of the product itself or the result of the use of the product as its visual persuasiveness. The performance method is to reflect the real evidence of the theme of product characteristics on the display surface of the package. For example, milk can emphasize its pure whiteness and freshness, the bubbles appearing on the packaging of soap powder, and the colorful screens produced by painting tools. To indicate the performance of the product.
4 image positioning This type of packaging method is mainly used to the product's associated image representation method to arouse the consumer's “as well as others†association and resonance. This association often plays an important role in people's aesthetic psychological activities. Designers often consider products such as the origin of products or raw materials as the main theme, and the use of objects as the main image, and the social characteristics of nationalities with ethnic characteristics as the main factors.
5 Modeling Positioning Packaging styling is an important element in packaging design. Packaging styling mainly refers to the three-dimensional shape of packaging. Such as liquid bottles, cans, bottles, loaded with various types of solid carton, laminated boxes and so on. By packaging the form, you can first hint the function and use of the product. For example: the same is a bottle, some white wine bottle packaging uses a lot of refraction concave pattern, showing the crystal clear and transparent wine, suggesting that the purity of wine; and yellow wine bottle is often a sleek, reminiscent of The quality of the wine is gentle. In addition, you can also indicate the price and grade of the products in the package.
In short, the rapid development of science and technology is promoting the continuous improvement of the level of packaging technology, and it also promotes the functions of packaging to become more scientific, humanistic and intelligent. And product packaging can only reflect the concept of “people-oriented†in the design and positioning. It can design packaging that suits the needs of the times, and at the same time it can remain invincible in the fierce competition.