An excellent packaging must have a systematic operation process step by step, which must include packaging planning, packaging design and reproduction.
Packaging design positioning
The design orientation of packaging is like determining the artistic route for artists, and finding a suitable route is likely to become popular. To find a suitable design style for the packaging is to find a living space recognized by the market for the goods.
- Market positioning: The market positioning of packaging design needs to determine the position of the commodity in the market first, and the market positioning of the commodity is usually determined by the business. ① Commodity grade; ② Market selection; ③ Placement position
- Consumer positioning: Only accurate consumer positioning can capture consumers as much as possible, and the consumer group targeted by the commodity is usually determined by the business. ① Gender and age; ② Interests and hobbies; ③ Purchasing power
- Design style orientation: The style of packaging design is ever-changing. How to find the right direction and determine the style at the beginning of design is also the key to the success of design expression. ① The nature of the commodity itself; ② Design expression of similar products; ③ Consumer preferences; ④ Place of sale of goods
Packaging Design Strategy
Every time we enter the supermarket, we are always excited when facing a large number of commodities. This is the packaging at work!
- Marketing strategy packaging takes sales as the ultimate goal. To achieve this goal, we need not only a good package transfer design, but also a clear marketing strategy. ① Good identifiability; ② Clear pertinence
- The brand with successful brand strategy has good identifiability and unique personality, and its brand image is impressive, allowing consumers to choose without hesitation. The market is no longer a purely quantitative or quality competition market, but a brand competition market. ① Sense of trust and satisfaction; ② Signs and colors; ③ Natural association
- In the commercial society, the environmental protection strategy can not be separated from the commodities at any time, and the packaging also grows with the development of commerce. The commodities in modern society can hardly be separated from the packaging. In the face of such a market environment, many people have pointed the spearhead of environmental pollution at packaging. In this case, the concept of “green packaging” has entered the public’s sight. ① Packaging materials; ② Production process; ③ Recycling; ④ Concept publicity
Packaging design process
The life of a commercial packaging starts from getting an order, then designing, producing, packaging goods, putting them on the shelves for sale, and then discarding or recycling after use. In this long life cycle, design is only a small part of it. Although it cannot determine whether the goods can reach the consumers successfully, it actually affects the success rate of sales.
- Market research and analysis The market research can be divided into two types, one is periodic and extensive, the other is temporary and targeted, and needs to be analyzed after detailed data research. ① Selling points of commodities; ② The expected life cycle of the commodity; ③ How to establish the image of commodities; ④ Purchase purpose, consumption expectation and consumption status
- Design creativity and sketch At the beginning of packaging design creativity, it is necessary to define the scope of packaging design. According to the characteristics of different commodities, the focus of packaging creativity is different. ① Visual performance; ② Structural changes; ③ The uniqueness of container modeling
- The design effect is different from the packaging design and other graphic design. Although the design is carried out on the packaging expansion drawing, it is a plane visual effect, while the finished product is three-dimensional. ① Stereoscopic effect picture; ② Model performance; ③ Printing materials
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