Any product has a certain shelf life and storage period. If you do not pay attention to the volume and consumption of the package, the excessive amount of packaging will not only affect sales, increase the shelf time for sale, and consumers may also be caused by long service life. waste. Based on the study of lifestyle, designers can consider the capacity and volume of the inner package according to factors such as consumer usage and different interest appeal levels.
(1) Considering the amount of packaging according to the amount of consumers used The volume of packaging should be determined according to the amount of use of consumers. Some products such as food, cosmetics, etc. must also be considered in combination with the shelf life of the product itself. People need a variety of packaging capacity and sales package volume suitable for different occasions. For example, in the single family and three-family home use, there is a difference in package volume, and household and outbound use have different requirements for package volume. From today’s fast-paced life, the packaging of products on the market today has different capacities, but most of them are designed by the designer or the company. Some small packaging capacity is used up by one person at a time. Two people use it too little. We believe that designers should consult relevant statistical data when necessary to make consumer use more scientific.
The change in lifestyle and lifestyle has caused consumers to change the amount of goods they use. We think that we can consider the use of one person or a unit that is used up, one time limit, one week consumption, etc., and add new packaging volume design. Focus on things.
A. The packaging design with one serving or one-time use is designed to increase the demand for “simple consumption†for the increase of single people and the pressure of fast-paced work. Some packages of daily-use foods and daily necessities should consider the capacity of one person and be packaged at the same time. The volume of its own should also be considered compact and lightweight. Such as instant noodles, fast food, tea bags, shampoo bags, etc., once in a package, should play a role in the protection of goods, use the most simple visual language to complete the information transfer. Such packaging generally does not require the transition of medium packaging, and the collective packaging (such as the collection of tea bags) should also be simple, and should not design excessive levels and high space volume ratio. At the same time, packaging containers tend to be lightweight, thin paper or PE+paper+aluminum composite (compared with traditional glass containers or metal containers, the volume saves 30%, the weight of the container saves more than 50%), and considering opening is convenient.
One person's appropriate quantitative packaging should be differentiated from the packaging of disposable consumer goods in a star-rated hotel. The domestic star-level hotels will provide a series of disposable consumer goods such as toothbrushes, toothpaste, soap and shampoo every day. Although they are not for sale, they are equipped with exquisite packaging boxes to show the image of the hotel. Grade. With these disposables, you must first discard two layers of packaging, and products will become waste when they are not used up. Regardless of whether the guest is used or not, the cost of this batch of consumer goods is calculated in the accommodation fee. In developed countries in Europe and America, star-rated hotels are not equipped with disposable consumer goods. This kind of disposable consumer goods and its packaging has greatly wasted resources, and increased the amount of garbage at the same time. This is what we must resist with great effort (it should also attract the attention of the government and functional departments).
B. Limiting Once-a-Day Package Design As quality of life increases, people begin to pay attention to the nutritional structure of food intake. Just as Fat Free (fat-free) food is popular in Europe and the United States, Chinese people are increasingly looking for sugar, fat content, etc. in food. This has also opened up new ideas for packaging: in the design of small packaging capacity to limit the considerations of consumption - the amount of a set of food consumption as a small package capacity, increase the packaging of human touch. The blue cans cookie design gave us the inspiration: The smallest package of blue cans is a dip wax paper corrugated package (Figure 3) with one to three or four cookies, to protect the cookies from damage caused by external forces. Second, it limits the amount of food taken (perhaps it is not the designer's intention). This design thinking can be used for chocolate, candy and other packaging. Packaging decoration design is based on sales packaging (or integrated packaging) to simplify the design of small packaging. If it is a gift-positioned product, the decorative nature of the small package can be increased, and the paperboard structure can be used to separate it. However, it is advisable to separate the thickness to protect the small package from external forces (generally within 5mm) and to limit the space volume rate.
Due to the changes in the family structure, the package volume can also be designed based on the consumption of one family of three. It is also possible to design a collection of three small packages. Such packaging design generally focuses on the family's warm atmosphere, and the purchase behavior is generally performed by housewives, and there is less gift orientation.
C. The fast-paced life of packages with one week's consumption as a unit makes the consumption time of many families a unit of a week. Especially for double-family households, they only have time to go to large-scale supermarkets to purchase the consumer goods needed for the next week. As a result, some foods can be consumed in one week as packaging capacity, or 6-7 small packagings can be organized in sales packaging. The volume of their collective packaging should meet the needs of working people and meet the needs of people for several days of travel. . At present, there are not many such packages on the market. It is only considering packing and transportation that integrates about 10 small packages into middle packages, or it can be sold in the form of transport packages and pallets in the hypermarkets. Half a dozen (6 servings) of products are used only in cola, dairy products, and beer. We believe that it can also be promoted to vacuum-packed cakes, health products, and feminine care products.
Such packaging decoration design can focus on the sales package, the decoration and materials of the small package can be simplified, thereby reducing the packaging cost. At the same time, the integration of small packages should be used as far as possible, with minimal use of auxiliary materials. In the following two yoghurt collection packages, the four boxes of yogurt in Figure 4 are packaged in “Tian†and connected by the composite material at the top, while in Figure 5, the five boxes of yoghurt packages are arranged in “1†and need to be made of bottom corrugated paper. Backing, then by the PE shrink film, compared to the first package to save material costs and packaging processes.
(2) Considering the volume of packaging according to different levels of interest appeal We know that the variable of interest demand that has a great influence on the purchase is divided by the lifestyle and lifestyle. This division of the different interests of the level of appeal is the basis for our design packaging volume.
People in different life forms have a variety of lifestyles, such as being cautious and conservative (the elderly), pursuing enjoyment (young people in the city), and simple benefits (housewives). This makes the packaging design continue to subdivide the interest level in consideration of different interests and needs. Therefore, products of the same series may be provided with different volumetric packaging such as hardcover, simple-fitting, and the like, and the space volume ratio may also be different. The space volume ratio of the fine packaging is relatively high, and the space volume ratio of the simple packaging is relatively low. While subdividing the packaging of large-capacity, medium-capacity, and small-capacity products under the division of hardcover and simplified equipment, a breakdown table of the package volume is formed to meet the diversified interests of different life forms (as shown in Table 2). Cookie breakdown table).
Large-Capacity Medium-Capacity Small-Capacity Hardcover (Higher Space-Float Ratio in a Certain Range) Highly valued self-worth, high-income, mostly used for gift giving, self-worth, and enjoyment, used for gifts or New Year holidays (mostly family) Highly enjoyable, pay attention to new things, trend from fashion, non-brand loyal consumers Lite (lower volumetric space rate) Affordable, brand loyal, family affordable, moderation, small family, travel consider carefully, suspicious, single person
In addition to having a low space volume ratio, Jane Packaging should also consider a relatively economical way to reduce packaging costs, for example, considering printing in monochrome, or consider saving materials on the structure to save packaging costs (of course, Jane Packaging does not It is equal to not to wrap and decorate, its connotation lies in appropriately reflecting the economical orientation of the product from various aspects such as cost, information expression, do not add too much decoration, namely moderate problem). At the same time, as the frequency of people's shopping under high workloads is reduced, some packages of daily necessities and consumables can be considered from an economic point of view. The volume of packages for replacement (refills) can be considered. The replacement volume is large and the volume of content is large. The low space volume rate gives a real feeling. For example, the packaging of liquid detergent can be designed with large-capacity refills and can be sold in drums or bottles. This aspect can play a good promotional role, while also saving packaging costs, but also make consumers feel the human side of corporate sales, thereby increasing brand loyalty.
(3) Appropriately quantified packaging volume design practice
The design idea of ​​the appropriate amount of packaging volume was implemented in our improved packaging design for the five-spice beans of Shanghai Old City Temple. Wuxiangdou is a local specialty in Shanghai and has a long history, but eating more can cause jaw muscle soreness and gastrointestinal distress. In addition, young consumers are currently lacking (for this reason, we recommend that companies develop new taste products and increase new selling points). Through the analysis table of interest appeal-package volume (Table 3), we set the following different package volume.
Large capacity (500, 600g) Small capacity (100, 200g)
Hardcover (higher space volume ratio within a certain range) is not suitable. It is not considered for gifts or New Year's Eve at home for household use. It attracts a high degree of exhilaration through exquisite small packaging, and pays attention to the new selling point of the goods. (Minimum space rate) Consider In the supermarket in the form of selling for travel consider eating for one person, one serving
At present, the domestic design community has just started the systematic research on the design and manufacture of commodity packaging. Most of the work is still confined to the concept stage, and there are less specific practices from the perspective of design. Designers should start from the concept of establishing a proper degree of commodity packaging, look for new design focus, explore new design ideas, and further research and development of new techniques and methods for proper packaging design. In the new era of designing people-oriented, the new relationship between proper packaging and people and the environment is fully reflected.