The packaging visual communication design of a product is a reflection of creativity. Designers use various methods and means to convey the information of the goods and the concept of the company to consumers through visual communication. Of course, the completion of a design work product must have a rigorous design process, through the investigation, analysis, research, creativity, design and production methods to complete its design process. In this design practice creation process, the following issues should be noted:
1. The selection and use of packaging materials, its technical performance requirements must be compatible with the attributes of the goods. The variety of commodities in the world is dazzling, and the performance characteristics and uses of commodities are all different, and some are afraid of the heat. Some are afraid to touch shock, some easy to absorb odor and so on. Therefore, the use of packaging materials and packaging technology must be based on remedying these deficiencies. According to the characteristics of the goods and the needs of transportation, the packaging with protective devices such as shockproof, anti-theft, rainproof, moistureproof, rustproof, and dustproof shall be used to ensure the safety and rationality of the goods. For example, moisture-proof packaging should be applied to wet goods (such as fertilizers), and necessary anti-shock measures should be taken for fragile goods (such as glass, pottery, etc.), such as cushioning materials, foam molding boxes, etc. Odorous goods (such as tea) cannot use scented packaging materials to avoid odor. Familiar with the classification and technical performance of the most commonly used packaging materials such as: paper, plastic, metal, glass, and various composite materials, buffer materials, etc. that have been continuously developed along with the improvement of the packaging industry as a whole and the manufacturing technology of packaging materials. For example, paper is divided into three categories: paper, cardboard, and corrugated cardboard. Paper and paperboard are also classified according to their use: cultural paper, household paper, packaging paper, industrial technical paper, packaging paperboard, industrial technology paperboard, construction paperboard, and the like. Corrugated cardboard is divided into single corrugated cardboard, double corrugated cardboard, three corrugated cardboard. Each has its own physical properties, appearance surface properties, printability properties, absorption properties, and the like. At present, plastic materials commonly used in packaging can be divided into three categories: plastic containers, plastic films (various composite materials) and cushioning materials. Various types of materials form a wide range of processing and molding methods based on their respective subdivided materials and categories, such as extrusion, injection molding, and blow molding. Familiarize yourself with the main selection of materials and applicable product categories, such as polyester bottles for pharmaceuticals, cosmetics, beverages containing CO2. Plastic buckets are suitable for packaging of industrial raw materials, oils, and carbonated beverages. Metal materials include tin plated steel, tin-free tin, and aluminum. It is also necessary to consider green packaging products that are harmless to human health, that waste does not pollute the environment, and that it is easy to recycle, reuse, or recycle. Only when you are familiar with the packaging materials and their technical performance, as well as the attributes of the goods, can you be able to do it in your design.
2. The packaging should be identical, ie the packaging should be compatible with the quality and value of the goods. The packaging of export products before the 1980s in China was too crude and brought about adverse effects, namely, "first-class products, second-class packaging, and third-class prices." Later, some companies went to the other extreme in the process of packaging improvement, that is, excessive packaging. Practice has proved that excessive packaging deviates from the value of goods, giving people a false sense of the same, will also damage the image of the product, and even corporate image. Therefore, the packaging must be consistent. In accordance with the practice of long-term trade practices in various countries, commodity packaging costs have become habitually oriented. For example, different kinds of goods, the proportion of packaging costs in the entire production cost is different. Taking cosmetics, alcohol, and canned food as examples, the United States is 30-40%, 20-30%, 25% respectively; in the United Kingdom, it is 23%, 8.5%, and 17%; Japanese alcohol is 18% and canned food is 10.5%. Japan also stipulates that the volume of space occupied by packaging must not exceed 20% of the space occupied by the product. Therefore, the packaging of goods should follow the upscale packaging of high-end goods, mid-range goods mid-range packaging, low-grade goods, low-grade packaging, which is value for money. Violating the principle of authenticity of this package will affect the sale of goods.
3. Packaging visual communication design should be innovative and unique, with powerful visual impact. The famous British designer Mr. Gade said: "Successful packaging design is to convey information to consumers in 7 seconds, and to attract customers in 4 meters." Imagine that people are staying in an assortment of shopping malls. At the moment, the brand, name, trademark, etc. of the product could not be quickly and clearly identified. The design was unsuccessful. Only works that are innovative, unique, and highly visually sensible can retain the attention of consumers and quickly transfer the information of the goods to consumers. What is the design idea of ​​a product? It is the designer who grasps the special attributes of the merchandise, captures the best perspective of expressiveness, incorporates deep cultural philosophy, and adapts to the pursuit of consumers' commodity positions through human emotional exchanges. This kind of creativity originates from the attributes of goods, reflects the cultural connotation of the goods, and is full of human touch. Designers should not only pay attention to the creativity of the design, but also to the expression of creativity, that is, the innovation of expression techniques. Only such design works are not unconventional and do not create new ones. Only in this way can it be distinguished from other commodities and be unique, with powerful visual impact, to achieve the final promotion effect.
4. The packaging should be easy to identify and use. In addition to visual impact, packaging design also requires a clear identification. According to Article 8 of the "People's Republic of China Consumer Rights Act," it is stipulated clearly: "Consumers have the right to know the authenticity of the goods they purchase or use, or to receive services." That is, "consumers have the right to use goods or services." The different circumstances require the operator to provide the price, place of manufacture, producer, use, performance, specification, grade, main component, production date, expiration date, inspection qualification certificate, usage instructions, after-sales service or service content and specifications. , Expenses, and other related circumstances.†It goes without saying that most of these consumer rights are achieved through packaging. Therefore, producers must provide consumers with the packaging of goods that can satisfy these consumer claims. This is also the most basic "packaging obligation" of manufacturers and merchants. Article 22 of the "Consumers' Rights and Interests Law" further clarified that the "quality, performance, use, and expiration date of goods" stated in the package must be consistent with the goods being packaged. That is, in the design, it is necessary to pay attention to the authenticity, completeness, and reliability of the representation of the contents of the products so as to facilitate the consumer's identification and use.
5. The packaging of export goods shall be based on the requirements and habits of the international market, and the selection and use of package design shall be carried out. Various countries have different regulations and customs regarding the selection of packaging costs, packaging capacity, packaging materials, and packaging and decoration. For example, Japan's regulations stipulate that packaging costs must not exceed 15% of the selling price of goods, the United States of America is 20%, and the United Kingdom is 9%. In terms of the world, children's food packaging averages 40%, general food 20%, shoes and hats 4.5%, clothing 3.5%, and household appliances 2.5-15%. For packaging capacity, countries also have their own regulations, such as the United States imported bottled spirits (24 ° above), bottle weight must meet the following mandatory standards, namely 1.75 liters, 1 liter, 750ml, 500ml, 200ml and 50ml, otherwise it can not import. As far as packaging materials are concerned, since packaging materials involve many factors such as hygiene, ecology, resources, and the environment, there are some strict management measures for these countries. For example, Japan, the United States, Australia, etc., require the use of fumigation treatment for bamboo and wood packaging used, otherwise it is not allowed to import. Many countries, such as Germany, Italy, Austria, etc., strictly limit the use of PVC packaging materials because they cause environmental pollution and cause acid rain during incineration. From the aspect of packaging and decoration, due to different customs, taboos, religious beliefs and living habits of different countries, their requirements are not the same. For example, North American countries buy custom-made cutlery and tea sets, and in the Hong Kong market, six combinations of glass water bottles are suitable for domestic use, four are suitable for gifts for newly-married couples, and Islamic countries use pictures of pigs for packaging; Avoid using goats and patterns; Japan avoid using lotus as a pattern. For written explanations, countries also have different regulations. For example, the Canadian Consumer Packages and Labeling Act and Regulations stipulate that merchandise exported to Canada must be described in both English and French; US food and drug regulations require that the merchandise packaging be in English with the name, origin, quantity, and composition of the product. Wait. In addition, in the packaging design, design and use of the trademark, if you do not pay attention to it can easily lead to intellectual property disputes.
6. Packaging visual communication design must also be combined with the printing process. Under the existing printing technology conditions, the design draft becomes a printed product subject to various conditions. Different printing processes, plate making, printing costs, time will be different, the cost is not the same. The designer must be familiar with the characteristics of various printing processes. Whether the design draft meets the requirements for plate making and printing, and whether the best results can be obtained with the least cost, these are all designers must be familiar with. For example, China's existing printing methods mainly include letterpress printing, lithographic printing, gravure printing, and special printing. The basic principles of various printing methods, plate making processes, and printing processes are all different. Each has its own advantages and disadvantages, such as: thick printing ink, bright color, clear fonts and lines, less paper waste, but on the level Many images do not perform well, color printing is expensive, and large-format prints are not suitable. Suitable for printing textbooks, business forms, small packages, business cards, flyers, newspapers, magazines, etc. Lithographic printing production cycle is short, multi-color high-speed, multi-level, soft colors, vivid image, a wide range of printing products, high product quality, a wide range of printing, but due to the ink balance problem, easily lead to color, suitable for color rich, delicate, printing A large number of posters, brochures, brochures, magazines, pictorial prints and other color prints. The gravure printing method and mechanism are simple, the color is stable, the reproducibility is strong, the printing speed is high, and the quantity is large. The inexpensive and light-weight paper can be used to print better results; the disadvantage is the high cost of the printing plate and the roller, the plate making process Complex, only suitable for a large number of prints, suitable for commercial promotional materials, printing and packaging of goods, cigarette packaging, gift packaging materials, flexible packaging materials (polyethylene, nylon polyester) printing. Special printing mainly includes screen printing, flexographic printing, electro-aluminum hot stamping, gold and silver ink printing, glazing, laminating, sanding, bumping, etc. The printed material can be various objects such as: metal, ceramics, glass, wood, various fabrics, plastic films, and various products. Not only on the plane but also on the arc surface for special printing, copying various graphics.
In the visual packaging design of goods packaging, if you do not pay attention to the above issues, then the designers may design the package may look good but not applicable, beautiful but not conducive to printing, or not conducive to sales. Therefore, designers must not only consider products, production companies, consumers, and markets when they are engaged in design, but also consider the influence of various factors such as printing processes on their design elements. Only in this way can designers design excellent product packaging.
