For the promotion of packaging promotion, the discussion in various countries has developed to a very high level. The key to good packaging is design. The outstanding design is the same as any artistic idea, and it is based on a clear theme. The "design orientation" theory put forward by the international community in the 1970s also means this. In other words, what do you want to tell consumers in the decor? In summary, there are nothing more than three aspects:
Producers--trademarks, brands, names;
Products--product attributes, product grades, product features;
Consumers - regions, objects, emotions.
These three aspects are not all inclusive, but there are times. For branded products, it is only necessary to highlight producers such as Coca-Cola and KENT cigarettes. For those who do not have a high reputation, especially new products, the focus is on product introduction, whether it is food or medicine, whether it is high-grade or mid-range, what are the distinctive features. For goods with known content, the focus is on consumers, whether the product is exported or sold domestically; whether the export area is Europe or Asia; whether it is for men or women; for gifts or daily necessities. The theme is prominent, and the promotional power of the merchandise is strong. The simple decoration or everything is included in the decoration. In particular, we decorate the interior with "cookies," "candy," "candied fruit," and the like. The wording is equivalent to nothing to tell consumers that the design is definitely a failure.
There is also a cognizance process for the design theme. The procedure is: market research--theme concept--design--theme verification--redesign--theme identification. After a few iterations, a promotional package was created. Pepsi Cola’s trademark text design, from nearly 1100 years in 1898, although the beverage business is getting bigger and bigger, but the theme of decor is again and again, and then three tend to improve, up to five times, each time its promotional power is constantly enhanced A proof. Promotional power is the sole criterion for testing design.
With the development of large-scale socialized industries, changes in sales channels in the business market, and accelerated time tempo, it is required that the packaging and decoration of goods quickly reflect the actual image of the goods in the package. This has led to an increasing number of photographic packaging products. There are generally three kinds of content. For producers, there are introductions of medals, trophies, manufacturers' panoramas, and landscapes of production places for products; for products, product images and product use are introduced; The subscription of a specific object to a product. Our current photographic packaging is still in its infancy, but of course it is related to photography and printing technology. But what is more important is that the design concept has not been able to keep up. What stands out most prominently is that the subject matter in photography is not clear and there is no "center." It is difficult to see at a glance what products are introduced; or there are no highlights of the key parts of the goods; food can not appetite; textiles have no texture; tools can not see the big structure Cosmetics have no beauty and so on. In addition, there is not a unified “tone†in color. What is the color of the original material? The picture is buzzing and colorful. But no emotion comes out and it does not achieve the effect of propagating goods. The consumer’s desire to buy is weakened.
Series of packaging and decoration, has now formed a new international trend, become a promotional force special decoration. It is generally divided into three types: one is the product under the jurisdiction of one manufacturer; the other is a commodity under the jurisdiction of a trademark; and the third is that the same product has different functions, different properties, and different quantities, all in one style. Or the structural shape is unified; or the color patterns are unified; or only the text is unified and so on. Its characteristics lie in that it wins more and more, the overall effect is good, and it is easy to identify and remember. Therefore, the sales force exceeds that of other single-piece packaging and decoration. It can also be adapted to the highly-developed needs of the commodity economy, shorten the design cycle and reduce the design workload. Judging from the current situation in our country, it is advisable to use multiple design structures and texts with different colors and patterns.
The abstract composition screen is a popular method of modern interior design. People in modern society are not satisfied with what they see in the works of art, but rather what they feel in the form and mood of the work. Therefore, the abstract composition precisely meets the modern aesthetic psychology that people are pursuing. The general form of abstract decoration is the use of points. Lines, surfaces, and the composition of various curves at the beginning of the geometry; the second is the use of accidental patterns, such as paper wrinkles, hydration oil patterns, ice cracks, microphotographic images, watercolor rendering effects, etc., the third is the use of computers, computer graphics The geometric patterns with specific three-dimensionality and deep sense can show some modern concepts that cannot be represented by the imagery, such as the movement of waves, sound waves, and energy. These abstract pictures do not have a definite meaning, but they can create an implicit artistic conception that allows consumers to generate associations related to the product and thus create a desire to purchase. At present, our design methods in this area are still very lacking. Consumers still have a process of acceptance. However, after all, it is an aspect that embodies modern commodities, especially for export commodities.
The national style and time issues of packaging and decorating are even more important for our country with a large number of traditional commodities, especially the traditional commodities exported by China. Whether the two can be combined well directly affects the sales of the market and is therefore a problem worthy of special study. In general, we should reflect the national style based on the premise of the era. For the national style, we must first understand the whole as well as the spirit. For example, the traditional aesthetic features of our country's traditional art are stressing sentiment, subtlety, morality, etiquette, and formal emphasis on completeness, symmetry, etc., instead of just Chinese paintings, ancient patterns, Calligraphy, drama modeling, paper cutting, etc. are national styles. Our country has a vast territory and many ethnic groups, so we must also consider the local colors in our national style. The Tibetan traditional products cannot be designed into Uygur, nor can Jiangxi's product packaging be designed into the Xinjiang style. Although the national style can not be used to learn from the ancient forms of expression of our nation, it must be adapted to the trend of the times, especially the packaging of goods. After all, it is not an antique or a pure artwork. Therefore, we must combine modern packaging materials, craftsmanship, and techniques to create a packaging style that has a national style and strong promotional power. Such as in the structural modeling of light and shadow modeling, sculpture modeling, mosaic modeling, carton folding modeling. Another example is the combination of bump, photography, and anodized aluminum printing with traditional patterns and Chinese calligraphy. Another example is the use of traditional lacquer boxes, strands, caskets, brocades, plastics, and glass. For modern industrial products, if the national pattern and color are not suitable for packaging and decoration, Chinese characteristics can also be highlighted on trademarks and texts, such as "Shuanglong", "Jiuma" and "Panda". This also reflects the Chinese national style.
Therefore, in the era of very strong commodity packaging can fully reflect the national style, can be directly reflected, of course, can also be indirectly reflected from the spirit.