How to Look at Packaging Design (3)

Fourth, how to examine the packaging design

The quality of a piece of packaging is not only the mastery of beauty, but should be examined from the following five levels: visual performance, packaging material application, production production, cost control, and access management.

Visual performance

When entering the visual planning formally, the elements on the packaging are the brand, product name, taste, capacity, and so on. Some items have logic to follow and cannot be expressed in the designer's creative ideas. If the business owner does not clarify in advance, the design Teachers should also proceed according to logical deductions.

Maintain the brand image: Some design elements are the assets of the brand, and designers cannot change or give up. For example, the yellow color block on Lipton yellow card black tea packaging, which extends to Tetra Pak and ice tea packaging, also retains the impression of yellow color blocks, and even Lipton Coffee has inherited a consistent brand image.

Product Name: The highlighting of the product name allows consumers to see at a glance.

Variant Name: Consistent with the concept of color management, using established impressions as planning principles. If purple represents the taste of grapes and red represents the taste of strawberries, designers will never violate the established rules to confuse consumers' cognition.

Color: related to product attributes. For example, fruit juice packaging uses strong, bright colors; baby products use pink colors... and other color schemes.

Accurate performance claims: Product packaging can be expressed in a functional or emotional manner. For example, medicines or high-priced goods use more rational appeals to convey the function and texture of the goods; emotional appeals are mostly used for low-priced, loyalty products such as drinks or snacks.

Display effect: The store is a long and short battlefield for each brand. How to stand out on the shelf is also a major design consideration.

One Sketch One Point: If each design element on the packaging is large and clear, it will appear cluttered, lacking in hierarchy, and unfocused. Therefore, designers must clearly grasp a visual focus when they are creating, and they can truly demonstrate the “key point” of product appeal.

Packaging material application

Designers can be creative when they think about creative ideas, but before they officially present their works, they need to filter out the possibility of implementation. Different product attributes, the requirements for packaging materials are not the same. Therefore, the selection of packaging materials is within the scope of design considerations.

Material: In order to ensure the stable quality of the product, the choice of material is also the key. For example, the KOP fresh-keeping packaging material is used for flower and fruit tea or tea products. In addition, in order to ensure the integrity of the product in the transport process, the choice of packaging materials should be considered. For example, the egg packaging, its buffer protection needs is absolutely the first element of the packaging design function.

Size, capacity: refers to the size of the packaging material and bearing restrictions.

Create a special structure: In order to seek more refined products in the packaging industry, many companies in foreign countries are working hard to develop new packaging materials or new structures. If Tetra Pak developed the Tetra Pak structure packaging, consumers were deeply impressed with it and the market was also ignited.

Physical properties of packaging materials: The chemical properties of packaging materials are used to solve the problems of commodity preservation, and the principle of thermal expansion and contraction of packaging materials should also be noted. For example, full-body sausages are packed with nitrogen to preserve the freshness; ice cream is coated with a shrink wrap, which replaces the traditional non-environmentally friendly styrofoam boxes.

Production production

The production method can determine the packaging method depending on the quantity.

Small quantification: If the product is a high-price, fine-quality product, and the quantity of production is small, the cost ratio of package production can be slightly increased. Therefore, if the design of a complex structure of the packaging can enhance the sense of value of the product, customers can also recommend the adoption.

Quantification: There is a large demand for general consumer goods. In order to achieve rapid production, the cost or structural complexity of packaging materials should also be reduced.

Cost Control

Business owners always want to produce the most advanced products at the lowest cost. Therefore, when a designer plans a case, if he can control the production cost for the business owner, he will undoubtedly add points to this packaged work.

Cost of packaging materials: The presentation of refined products does not necessarily rely on high-quality, high-cost packaging materials. Designers can use the clever combination of vision and structure to select other alternative packaging materials that can also provide a high level of texture for the product.

Cost of production: Designers must also take into account the labor costs of production (for example, number of prints), hand-crafting, parts and production on-line operations when planning cases.

Cost of access: In the process of packing and transporting goods, packaging, and accessories can be fragmented to avoid fragmentation and reduce the cost of access.

Shelf cost: The shelf-loading cost of the product is not low. If the packaging design can consider the size, height, and maximum benefit of the limited space, this packaging design will be considered successful.

Path Management

In order to respond to the needs of different pathways, companies must produce various types of packaging to suit each pathway. For example: Lipton is in a position to enter the 7-ELEVEN route, and is specifically designed to produce 20 packages, and this package is only available in 7-ELEVEN. The following will describe the various common pathways:

CVS Convenience Store: Products are varied, items are small, and shelves are expensive.

Supermarkets, mass merchandisers, hypermarkets: There are many brands on the shelves, and how to immediately grab the attention of consumers in the short distance is indeed the first factor.

Stores, department stores: Products with the same attributes in such pathways are grouped together in one district, so product items must be clear enough to be differentiated from goods of the same nature.

Mail order (network), direct sales: In consideration of cost considerations, the goods of this channel are largely based on functional requirements rather than visual requirements in terms of packaging design.

V. Future Packaging Trends

In the face of the diversified, fast, ever-changing and even unknown 21st century, the evolution and pulsation of marketing strategies and consumer markets are changing with each passing day, and the functions of packaging are no longer merely "packages" and "loading." The owner of the business has redefined the packaging and has also given more responsibility and value to the packaging. In contrast, the designer's work is no longer confined to aesthetics or the pursuit of unconventional performance. There are many aspects that a mature packaging designer should consider and care about.

Develop new packaging materials and structures

The continuous development of new packaging technologies and structures is a great benefit for designers because the space for design has been expanded and the work will be more refined and humane. The gradual evolution from early paper to metal packaging, from the cube's cube structure to a variety of shapes, these are the results of the efforts of packaging designers and packaging material technicians, and continuous innovation will make the performance of the design work more perfect.

Convenient packaging

You can talk about "Using convenience" and "Easy handling after use."

In terms of "convenient use", aluminum foil buns are provided with drinking straws for consumers to drink; Shampoo Pumps are used once, and once they are used, they will not be wasted. The Nac Nac shampoos are specially designed for one-handed use. The use of packaging structure to facilitate the mother to wash hair for the baby. These packaging structures are designed for easy and intimate use.

Regarding the "convenient handling after use" point of view: due to the rising awareness of environmental protection, the problem of packaging after the use of goods is also a designer should consider in advance. Carefully observe the mineral water packaging on the market. Some special bottles have a grained design to allow users to flatten and discard after drinking. After the aluminum foil packaged beverages are consumed, they can be leveled and discarded to reduce the amount of garbage.

Adding value-added packaging

In order to reduce the environmental problems caused by packaging, in addition to the selection of packaging materials, it is also a good way to add value to packaging. The Nac Nac gift box group of the Infant Room uses the concept of a storage box to plan, so that the product material and the remaining value after use are fully realized; the Lipton Flower Tea Gift set can also be used as a jewelry box, a pencil case or a storage box, which greatly improves the The added value of the gift box.

Composite packaging

Designers in the selection of packaging materials, in a spirit of innovation combined with different packaging materials, the use of its material and characteristics to show the texture of the packaging works for the product presents a rich face.

In the creative process, adhering to the spirit of adventurousness can sometimes bring unexpected results. Unprecedented experience in the process of adventurousness and growth in repeated mistakes and experiences are actually the greatest gains for designers.