Packaging Design - Market Link

As one of the important means of exploiting the market and occupying the market, packaging has caused more and more businesses to place improved packaging design in an important position in their market strategy.

Today, people like to buy goods in the supermarket. In supermarkets, similar products are often placed together, making the competition increasingly fierce. At this time, consumers are most likely to have the desire to buy, in addition to the brand and quality of the product itself, it is packaging. Strong impact packaging products can often influence consumer purchasing awareness. Some businesses have discovered this and have begun to hone their minds on packaging to try to attract consumers with pleasing packaging and to take advantage of competing products. Good design increases the number of chips in the mall and brings even more substantial business returns to the company. This practice is particularly manifested in foreign brands and some joint venture brands.

Regrettably, many SMEs in China only care about meeting their immediate interests and are reluctant to change their distinctive personalities through packaging design. The reason for this is that due to the increase in equipment and costs, it is not possible to sell a good price. . This kind of mentality is reminiscent of the competitive story of the tide of world industrial products in the era of 70 years ago. At that time, many business owners launched a large number of products, but do not pay attention to the appearance of packaging. Raymond Rowe, a generation of product design masters with unique insights, believes that without good design and packaging, the product cannot sell for a good price. He thus founded the famous aesthetic idea of ​​commodity aesthetics: “The ugly things are sold badly.” His packaging philosophy was only recognized after the cruel reality of the Great Depression. In 1929, the entire United States was caught in the Great Depression, and many companies managed to escape the predicament. That year, an owner handed over an ugly, unsaleable telecom product to Rowe, letting him change his appearance. Lovi used aerodynamic principles to design a streamlined new machine. He had a handsome appearance and sold a good price. In 1935, Rowe redesigned the shape for a heavy, ugly refrigerator, resulting in a three-fold increase in refrigerator sales. In 1940, Lovi improved the "Good Luck" cigarette package, which increased his sales by 25%. In 1948, Lovi designed a bottle of Coca-Cola beverages, which enabled Coca-Cola to wear a new outfit to the world and continuously performed success.

Of course, the personnel engaged in packaging design must not take lightly on the consumer demand and the market trend. Only the design level is continuously enhanced and the consumer behavior is deeply understood, and the designed things can have room for survival. Therefore, packaging design must be based on the world fashion trend. Principles that should be followed: First, the design of packaging and decorating should be based on value engineering to pursue economic effects. The design elements focus on improving the protective function of the package and expanding the use of the package. Therefore, it is more important to establish the concept of value engineering. We must use the most economical cost to achieve the purpose of packaging. The second is that packaging art design aims to attract consumers' "eyeballs". The direction of art design is to highlight the product's features and images through modeling, patterns, colors, texts and other art forms so that consumers can pay attention. Third, the function of packaging and transmitting information is already the “selling point” of businesses. With the maturity and strong development of China's market economy, packaging design must pay particular attention to the transmission of commodity information. Marketing experts in Western countries think that “packaging is a silent salesman”, “packaging is an advertising tool,” and “packaging should provide consumers with convenience and security.” These packaging design concepts reflect the spirit of packaging services and naturally bring To the economic fruit. Fourth, the promotion of green environmental protection packaging is a manifestation of the scientific concept of development. Green packaging is the meaning of the packaging design in the 21st century. It not only requires the packaging products to be easily degraded due to material selection, but also considers the recycling of packaging waste. In recent years, the “green capitalists” advocated by foreign countries are trying to gain profits under the protection of the environment. The “Green Consumption Guidelines” require consumers to be good at protecting the environment.

In short, today's packaging design is no longer just a technical design and appearance of the ultimate design, with particular emphasis on the safe use of products and green recycling design, while requiring the transmission of information and advertising features and even anti-counterfeiting capabilities, these should be the title of the packaging design Righteousness.

Packaging design is an old and young discipline. It is a systematic project of multi-disciplinary, multi-level and comprehensive knowledge utilization. Whether packaging design can adapt to the needs of the times depends on people. Therefore, the development of the packaging industry should adhere to the "people-oriented" policy, we must attach importance to the packaging design ideology of "people-oriented" - packaging is a service; but also in the development of packaging design, "people-oriented" - emphasis on talent cultivation and use.

(Author / Lian Lu "China Packaging Industry" reporter)

Source of information "China Packaging Industry"