Designing an eye-catching brand: the brand should work hard from the packaging design (2)

For designers, the key is to reflect the customer's philosophy. Liu Xiaokang said: "When this idea is completed, let the client think that this is his own creativity, not my designer's personal, then this is the best idea." This means that product and brand design, inspiration always obeys For business. "Designers can also come up with individual designs, but these are often only suitable for niche markets."
Of course, the rationale behind the rationalization of design requirements is that the insight into problems before design is the key to success. Mature multinational companies often provide systematic training to their employees. Therefore, when communicating with creative teams about product design requirements, the theme can be clearly defined.

In addition, for a 100-year brand, the business leader is a "passer-off." At present, most Chinese companies are still in the accumulation stage, and professional managers are not mature. As a professional brand design company under the WPP Group, Yant serves many domestic customers. Summarizing the experience of communicating with customers in foreign countries, Shao Shaozhong pointed out: “The successful entrepreneurs of the first generation in China often have very strong personalities, and they often have a lot of deficiencies in managing the brand of the system and grasping the design direction.”

In Shao Yongzhong's experience, domestic business leaders who come to do brand design consulting can generally be divided into two categories. The first type of entrepreneur is very passionate and nurtures the brand as its own child. Shao Yuzhong believes: “For this type of entrepreneurs, the key to designing team tasks is to connect the boss's enthusiasm with the market and make rational guidance to the boss.” The second category of entrepreneurs is relatively calm. “The kind of boss’s goal is very clear. It’s about making money. Then the design team needs to do a solid consumer survey and convince the boss with informative survey data.”

Attention to details

When the concept is determined, it enters the actual combat link of the design. In Shao Yuzhong's view, creativity is also like a pipeline. It can use many "tools." “We have a variety of analysis modules that can isolate the problems encountered in the design one by one, and then solve them one by one to determine which elements can be retained in the design and which need to be changed.” Shao Shaozhong pointed out that “the visual aesthetic can be used Scientific tools to solve." But this does not mean that with scientific tools, product design can become relatively easy. In fact, there are many issues that need attention in the design process. Once handled improperly, replacement packaging is likely to cause sales to decline. Liu Xiaokang pointed out that an important design often takes half a year to a year to form.

Need to convey the right information on a small package. If you concentrate too much information, you cannot highlight the key and it is not easy for consumers to remember it. Shao Shaozhong pointed out: "Architecture arrangements for the core messages on the packaging require effective planning."

In addition, in the process of expanding the global market, some cultures have avoided certain specific things. Tiens Health Care has printed photos of people from different countries and regions on packaging when expanding overseas markets. This is a common expression in China. However, Shao Shaozhong pointed out that in some countries and regions, such photos are not welcome. Finally, Tianshi Health improved its packaging, adopted green with affinity, and properly integrated into the Chinese elements that have been widely accepted internationally.