Abstract: The humanized design concept applies to the packaging field, which makes the packaging design more humanistic, more humane, and more scientific and reasonable. This article explores the theoretical requirements and methods for designing humanized packaging.
Keywords: humanized design, product packaging, consumers, the definition of user-friendly design
Humanized design is for people's consideration and integration with people. It is the design that people want. Design should have a sense of intimacy, emotion, life, and natural environment, and care for all people. It includes humanized design, personalized design, human culture design, green design and other content.
Second, humanized packaging design is inevitable
Some product packaging does not consider the rationality of its design and environmental protection principles. It does not design from the perspective of rationality and environmental protection, resulting in the packaging of non-humanized design everywhere in daily life. For example, the toilet paper that people use every day, its packaging design except the outer membrane decoration, has not changed for several decades, why this roll paper must be round instead of square or other? When pulling a roll of paper, does it mean that the roll of paper does not follow the call and pulls out a large section of it? A dozen round rolls of paper in the packaging process, actually produced a lot of excess space, this lightweight, bulky items will waste a lot of space when loading containers, storage of the warehouse.
In 2000, the Japanese designer of paper tube styling, Mao Mao, designed a “square roll paperâ€. His design not only saves space for transportation, it also eliminates the need to change existing roll holders, and allows consumers to unconsciously reduce waste in the scrolling of less square scrolls. Although it is only a matter of simply changing the paper core circle to a square structure, this design not only finds a solution to the problems that have occurred in the circulation of the previous packaging, but it is also people-centered, and has deeper understanding of its consumption habits and consumer psychology. Analyze the resulting reasonable structure. Although circular cores facilitate roll paper production, the shift in the concept of circularity to square roll paper is somewhat difficult. However, in practical terms, the objects and habits surrounding people are excluded from those preconceived. The concept will become meaningful.
Product packaging can not be separated from the packaging materials, the rational selection of materials in the packaging design, can save resources and reduce pollution. The earliest packaging materials used by humans were all natural materials and harmless to the environment. The blind use of natural materials can cause a lack of resources and lead to natural disasters. With the development of modern industry, a number of industrialized products have become commonly used packaging materials, such as plastics and other synthetic materials used for packaging, so that commodity packaging began to completely get rid of the application of natural materials. However, it also caused serious environmental pollution and threatened people's health. With regard to this, with the impact of the environmental protection wave, consumers have increasingly higher requirements for the packaging of goods, that is, new products must meet the "3R1D" or "4R1D" principle. The important content of the 21st century green revolution is the “green packaging revolution†as an important weight in the new round of market competition. It can be affirmed that green packaging products with a strong humanistic design atmosphere will have stronger vitality in the future market. And competitiveness.
Third, the design of humanized packaging to meet consumer needs
1. Designers must understand the needs of consumers for product packaging, continue to innovate in packaging design according to the characteristics of consumers, develop and design product packaging that meets consumer needs, and must correctly use product packaging strategies to satisfy consumers. Packaging needs.
2. Product packaging should protect the personal safety of products and consumers. The product packaging should be marked with the safety matters related to the handling, storage, opening, use, maintenance, etc. of the product. There must be noticeable safety warnings and instructions for use.
3. Pay attention to the suitability and reliability of product packaging. Packaging should protect the product from external environmental factors and be designed for easy handling, storage, opening, use, and maintenance. The size and specifications of the product packaging should be suitable for the average consumption rate of the consumer, and in particular, it should be ensured that the contents of the packaging can be consumed normally during the product's shelf life and avoid waste.
4. With the improvement of living standards, people’s consumption concepts gradually change. Consumers need not only to obtain material enjoyment but also to obtain a spiritual satisfaction and emotional consumption. Therefore, the packaging design must constantly seek new changes, attracting consumers' attention with novel and unique design, and satisfying the modern people's pursuit of a relaxed and enjoyable consumer psychology. For example, in the fruit packaging, for the characteristics of consumers to buy fresh, fresh, small amount of time, some dealers package different types of fruit with different colors. Round green apples, crescent-shaped yellow bananas, purple grapes, orange kumquats, etc., are placed in a transparent box. On the supermarket shelves, colorful seasonal fruits of various shapes are pleasing to the eye and can attract people's attention. Consumers are willing to accept such multi-flavored, multi-variety packs.
5. In recent years, POP packaging has been increasingly favored by consumers. Its rich and varied appearance, strong three-dimensional, with excellent three-dimensional effect, can play a self-advocacy role. POP packaging has changed the rigid, monotonous display style of past carton packaging. In some children's products packaging, designers use the imagination to make a big issue on the lid. The use of cartoon image design. Through folding, lid erected, lively decorative effect. It is full of interest and attraction for children. In the design process, designers organically blend knowledge, interest, and decorativeness so that children can increase knowledge and cultivate sentiment in the purchase of goods.
6. Product packaging should reflect the humanized design concept, it is necessary to meet consumer demand for product packaging convenience, dexterity, comfort and so on. Under the buyer’s market conditions, the choice of consumers is increasing and people’s consumption behavior has become more rational and critical. Therefore, product packaging should not be confined to its beautification and decoration functions, but should also consider more consumers' more essential requirements for product packaging. The idea of ​​humanized design is to reflect the people-oriented design concept in product packaging design, stand in the consumer's perspective for the sake of consumers, and fully consider whether the designed product packaging is convenient to use, whether it is smart and portable, and whether it is compatible with the environment and other factors. .
7. The product packaging should meet the consumers' pursuit of high-grade cultural consumption needs and achieve product packaging style innovation. Due to the continuous improvement of the aesthetic level and cultural accomplishment, when consumers purchase goods, they not only consider the economical and durable products, but also pay more attention to the cultural quality of consumption to meet the psychological needs. Therefore, the use of cultural heritage, from China's long history of ethnic culture and colorful modern culture to extract the essence, highlighting the brand's cultural quality, form a product packaging culture style, with a distinct cultural color to give the product a unique personality, enhance product Cultural quality, to meet the needs of consumer cultural consumption, is one of the important topics of humanized design in the use of packaging.
IV. Conclusion
Design is constantly updated with the progress of the times, and it constantly changes with the different material and spiritual needs of human beings at different stages. The packaging design of the 21st century will be a civilized product that reconsiders, reconstructs, redefines, renames, and becomes more humanized around the people’s thoughts, emotions, individuality, and needs for utility.
â– Chen Daqiang Zhuzhou Institute of Technology School of Packaging Design
Source: "Decoration"