Personalization and Design of Packaging Products in the Information Age

In the era of information we are in, the demand for packaging products presents a diversified trend. Designers are eager to seek the packaging of items that represent their taste, and use expressive packaging products to express their individuality. As a result, under the prevailing trend of thought, people began to emphasize the personalization of products and personal style, and put forward the slogan of “individualization of product packaging”. Consumers showed strong enthusiasm for packaging products that have innovative design ideas and are related to their ideas. interest of.

The process of purchasing daily necessities becomes a process of clarification of personal style. Therefore, the process of designing is not just a process in which designers rely on technology and their imagination. It is also a process in which designers and users constantly communicate and express consumer demand. Designers should fully consider the aesthetic psychological factors of the use groups of the packaged products and satisfy the emotional and individual needs of the users to the maximum extent possible. Under this premise, designers should design their own personalities and styles.

1. Under the current trend of increasing social consumption levels, the people's choice of goods ranges from satisfying demand to satisfying demand, which means mass production end of the mass consumption era, consumer pursuit of personalized products and personalized shopping times In the production field, we can only produce a variety of personalized products for different consumers in small quantities. Therefore, our product design and packaging design should also keep pace with and adapt to such an era.

The so-called “individualized design of packaging products” refers to the design of personalized products and commodity packaging for small-batch production in the context of the buyer’s market, market segmentation, and differentiation of target audiences. A personalized new product will show its unique external appearance and internal structure to consumers in the market. It will attract consumers' attention and interest with their unique use and use value, inspire consumers' emotional affection and purchase motivation. . Germany's products and packaging design are known around the world. The first is that the product design cycle with its unique personality is short, and it is supplied to users with different preferences in a variety of styles. Design represents a kind of advanced personalization.

Therefore, the unprecedented popularity of this design style indicates that the world reconsiders the importance of personalization of new products. The personality design of new products should not be regarded as external aesthetics, but should be taken as an indispensable part of market development. When many new products in the world have the same quality, function, components, and even common properties, the product's personality design will greatly influence the customer's evaluation of the product. In the development of packaging products, we must pay attention to the novelty and unique personality design so that we can stand out among many similar products. If the packaging design does not have a unique and unique personality, and it gives people the feeling of aging and aging, even if the product has excellent performance, it is difficult to arouse the attention and interest of consumers, stimulate the consumers' love and purchase motivation. Especially when many new products in the world have the same quality, function, components, and even the commonality of performance, they must work harder on the individual design of the new packaging, highlighting its internal structure and the personality of the external modeling. To create individuality, we must have a sense of innovation, apply creative thinking and the latest modern science and technology flexibly, so that personalized packaging product design has unique creativity.

We must dare to learn from the tradition in the application of the form and color of packaging products, and incorporate modern color components into the color design of new products. With the formation of consumer individuation and the increase in the popularity of multiple products, we must pay attention to the new product personality. Consumers of packaging design are increasing. From the mass production in the past to the development of diverse and small-scale production, this is a new development in the production of modern products. In the sales competition among enterprises, the competition of personalized product packaging design occupies a very important place. Consumers' preference for personalized product packaging design has become an important factor in their choice of products. The same quality, the same price of the product, due to the design of different, there will be a big difference in sales, people's requirements for the product, has changed from the original care only quality, into both quality and personality design.

2. The personalized design of packaging products will be refined into an aesthetic style that will motivate people's psychological change and development.

Personalized packaging design styles should always be consistent with the style of the products being packaged. At the same time, it is consistent with people's artistic personality, which puts higher requirements on modern personalized packaging design. In addition to the perfect combination of appearance patterns, colors, textures, and functions, we must also embody the ideals and pursuits of people's hearts, provide different consumer orientations for different lifestyles, and show different moods to affect emotion, technology, and society. Many factors such as information and aesthetic will come together to create beautiful packaging designs that have both unique artistic styles and artistic individuality. Personalized packaging design can bring beauty and shock to art only if it meets the needs of human physiology and psychology and explores beyond experience and inertia. Convenient, appropriate and safe packaging design will produce a more direct human sense of beauty from the physiological needs. With the “Refrigerated Barrel” design of the 2001 German Packaging Competition Prize and the latest World Star packaging presidential award, this keg with a natural physical refrigeration system is an innovative invention in the beverage industry. It is the first time that you can start the cold chain whenever you need cold drinks, and cool your drinks. It can be charged at least 150 times. External energy can be used independently and it can be easily carried on its own. Psychologically, elegant and gorgeous packaging images are related to status. Light clouds are related to relaxing moods. For example, red apples are related to satiation. Flowers and trees are related to the warmth of Spring and summer. Male animals are vigorous and vigorous. The character is relevant and so on. However, people's creativity is not satisfied with what exactly meets the demand. Those explorations that exceed human experience and inertia will also bring beauty and shock to art. However, this is actually a manifestation of individual needs. Contemporary packaging must also demonstrate the new look of people's inner aspirations.

On the whole, the aesthetic style of the postmodern packaging design that is currently popular is the result of the fusion of the classic aesthetic style and the marketing style of modernism. The aesthetic connotation of harmony and elegance is constantly new with the development of the times. Breaking a single theme, opposing absolute simplicity, presenting functional information and personality traits in multiple dimensions and in various ways is a new trend in current packaging design. From the perspective of psychology, all people are eager to get out of bondage and enjoy a colorful life. Personalized packaging not only means continuous innovation. The realization of personalized packaging design is an important aspect of humanized design. High-tech materials, whether environmental or ecological, are inseparable from the heart.

Therefore, we see that psychology also plays a crucial role in the artistic development of packaging products. At the same time, the development of human psychology is complex and continuation, and the development of science and technology society has a new effect on human psychology.

3. In the face of an open world, designers should open up their horizons and look for inspiration for the personalized design of packaging products from all angles.

Precious cultural monuments, original African wood carvings, mysterious tropical jungles, unique tribal legacy, and so on, are all sources of inspiration for personalized packaging design, display style and personality. The development of science and technology has broadened the horizons of modern people. Through the processing of computers, people can quickly and accurately capture various elements in the microscopic world, the macroscopic world, and many unknown worlds that they could not understand in the past, enabling us to surpass ourselves in science and art. Freedom to create creative potential in the temple. There is important inspiration for broadening the idea of ​​artistic creation and displaying a unique personality style. The feasibility of designing individualized packaging products and the way to achieve them will be considered from the following aspects.

First of all, design is the leader of personalized packaging. With the upgrading of computer-assisted graphic design hardware systems and the development and application of soft programs, the design of graphics and the creativity and drawing of packaging design have been done in a timely manner. Before printing, all packaging design data can be digitized, so the prepress system can be ready for printing in time.

Second, advanced printing technology has become a basic condition for achieving personalized design. With the popularization and popularization of direct plate-making systems and digital printing machines, small-volume, personalized and timely printing is completely achievable.

Third, the capabilities and craftsmanship of container modeling and production systems are the guarantee for individualized packaging design. In terms of packaging container modeling, personalized container design can also be realized. The design of packaging containers is fully digital and paperless. Design various types of inner packaging containers on a computer. Form digital production and processing instructions to realize the timely design of small batch and personalized packaging containers. In the production of packaging containers, computer-aided manufacturing technology can be used to export the data of the designed packaging containers to the corresponding digital molds or product production and production equipment, so as to realize the personalized production of mold products and to ensure the rapid and accurate production of packaging containers. .

The realization of personalized design of packaging products mainly includes the following three aspects:

From people's different growth stages, people are developing individualized packaging product designs. Different stages of human maturity have different personality psychological characteristics. Studying people's development stage and their different psychological requirements will help to give new product personality.

From the different consumer levels of society, individuals are developing personalized packaging product designs. The basic components of social formation are individuals and groups. Because of national, regional, cultural and educational factors, individuals and groups form various levels. People at different levels have different consumer needs and consumption patterns and influence each other. Therefore, in the design of new product's personality, we must examine the similarities and differences between them to increase the scope of product adaptation and make certain products become individual identities and group members. The common symbol is to make a certain individual product a symbol of a certain undertaking or achievement, so that a certain personality product not only enables the consumer to obtain material satisfaction, but also receives spiritual compensation and so on.

From the packaging function, develop personalized packaging product design. Modern products are developing in the direction of multi-functions and special functions. In addition to focusing on the basic functions of products, individualized new product designs must also pay attention to adding additional functions and special functions to make individual new products different from similar products. specialty.

The diversification of individual styles of packaging design is in fact exactly in line with the requirements of the market for product diversification. With the continuous development of society and the continuous improvement of the level of science and technology, people not only need enormously rich material products, but also need to match them. Spiritual enjoyment. People need their own emotions to be respected, their performances vented, and their emotions communicated. All these give designers new issues and new challenges. As a designer, we should bravely face up to the challenges and use our own intelligence to rationalize and personalize the packaging design so that the packaging world will be presented with wonderful powder and individual characteristics.