Second, strengthen the brand personality
Each successful product package relies heavily on creative overall visual design, and accurate mastery of “marketing strategies†is an important basis for creative sources. Visual design should be the shaping of corporate temperament and brand personality. It is a unified design of visual effects and psychological effects. Through the analysis of product positioning, defining the consumer strata, sales prices, marketing strategies, etc. to do a detailed analysis, can show a high level of creative design results.
A successful packaging design is not only a visually pleasing packaging appearance, but also an opportunity to create a brand image that impresses consumers. If the packaging design does not emphasize the individuality of the brand, it cannot display its uniqueness in a wide range of products. The use of various visual communication methods such as photography, painting, typefaces, and colors, as well as distinctive layouts, are all powerful weapons for strengthening brand personality. In the food category, the brand of chocolate is too numerous to enumerate. If you want to stand out from the crowd, the success of packaging will undoubtedly play a huge role. This kind of success not only refers to the beauty of the packaging, but also includes the degree of enhancement of the brand personality of the packaging. Such as "after eight o'clock" chocolate, it is the world-famous chocolate brand, its charm is not only a unique taste, the packaging design is unique: the color is calm, the pattern is classical, especially the clock is biased towards the clock after eight points in the meaning of the brand The names echo each other and the packaging design is very special. Another chocolate brand is also loved by consumers because of its personalization. It is Austria's Mozart chocolate. Concise red sets off the head of the musician Mozart, even among the many chocolate brands, consumers can easily identify. Its packaging style is also distinctive, one of which is a violin-shaped packaging, so that consumers can enjoy the delicious chocolate, but also feel the charm of music. All these designs reinforce the brand's personality on the basis of consistency with the company's image and make the audience's impression more profound.
Third, deepen the brand image
Due to the improvement of people’s living standards, people’s requirements for the quality of goods are also relatively sublimated. Therefore, serial and complementary designs must be carried out according to different uses, qualities, grades, and applicable objects, especially pharmaceuticals, cosmetic products, alcohol, etc. In the design process, we must fully express people's functional psychological needs, so as to express the characteristics of refinement.
It is very important to strive for the consistency of the style when designing packaging so that it will not be confused with other competitive brands of the same type, and may emphasize the self-brand image repetitively. Different types of products can achieve the purpose of differentiation while maintaining a consistent design style. For example, Marlboro has a wide range of products. In addition to its core products, “Red Marlboro†and “Marlboro 100,†“Special Alcohol Marlboro and Peppermint Marlboro. These extended products all maintain a consistent packaging visual design style, such as the difference between the design of "Marble Marlboro" and "Red Marlboro". The only difference is the use of pale yellow instead of red on the packaging, so that the brand image can be deepened in derivative products.
Not only can the use of color change, but also change the product image or trademark name, change the layout to distinguish between different products, but in the performance of means and style should always adhere to the same style, to continue the consistency of the overall brand. For several brands with different combinations of brands, the family should pay full attention to it and use the design correctly to show the relationship and integrity. This will further deepen the brand image.
In the vast sea of ​​modern commodities, packaging has evolved from a single function of initially protecting goods to a combination of functions such as promotional merchandise and corporate image enhancement. Packaging design has also evolved from a previous beautification to a design strategy that spans the entire product development. In the process of production, production and sales, various brand images are inseparable from packaging design. Packaging design has become an indispensable part of building a good brand image. Only by fully understanding the attributes of goods and the personality of the targeted consumers can we rationally use visual language to integrate packaging design with brand creation.