Packaging design: eye-catching understanding of goodwill (on)

The so-called packaging not only has the function of serving as a product protection god, but also has an active sales promotion function. With the fierce market competition in recent years, more people are trying their best to make it play the latter role. Japanese scholar Yi Zhuo Zeng once put forward a principle of "brightness, understanding, and goodwill."
Conspicuous packaging should play a role in promotion, and it must be able to attract consumers' attention first because only the products that attract consumers' attention can be purchased. Therefore, the packaging should use novel and unique styling, colorful colors, beautiful and delicate patterns, and each characteristic material makes the package appear eye-catching, so that consumers have a strong interest as soon as they see it.
The peculiar and novelty of modeling can attract consumers' attention. For example, the shape of wine bottles is generally based on cylinders, and some bottles are modeled as complex anchors or human bodies. In a batch of bottles with cylindrical or rectangular shapes, they will be very prominent and beautiful. .
Color beauty is the easiest for people to feel. Some market scholars even believe that color is the first factor in determining sales. They discovered in the long-term market research that some colors are used as a product packaging, making the products surprisingly difficult to sell. Gray is one of them. They believe that this is because it is difficult for people to be impressed by gray, and it is naturally difficult to generate impulses to buy. They proposed that red, blue, white, and black are the four major sales colors that were discovered when red, blue, white, black, green, orange, yellow, and brown images were produced and compared. Take red as an example. It has the largest number of images, and it is the image of the sun, fire, and blood that has the most powerful relationship with life. Therefore, red is most likely to make people excited. Blue, white and black are also closely related to the sun. The sun is always high above the blue sky. When the sun goes down, the sky is dark. When the sun rises again, the eastern day becomes white. These four colors are the important colors that dominate our daily life rhythms. The goodwill and interest of this kind of analysis have certain rationality. Patterns work in conjunction with color. The cartons of the "Snow Lotus" cashmere sweater are packaged in a soft light green color with a white snow lotus pattern protruding from the box, which makes it particularly attractive. "Western Han Dynasty Ancient Wine" outside the bottle with a red background with an antique black pattern of the brand, the box with the background of the subtilis on the four vigorous, dignified black seal "Western Han ancient wine", like an old man telling The long story, in a row of colorful bottles, its unique style is very eye-catching.
In general, the packaging pattern should be set against the brand name, fully display the characteristics of the brand trademark, so that consumers can immediately identify the product of a factory from the phonetic symbol and the overall packaging pattern, especially brand-name products and brand stores, packaging The eye-catching trademark can immediately play a role in attracting consumers. The changes in the packaging materials also caused people's attention. The porcelain gifts exported from Shandong were ingeniously packed in hand-carryed boxes using corn bran. They not only made full use of surplus labor in rural areas, but also transformed local large-scale cheap materials into folk features. The elegantly crafted packaging is more artistic than ordinary carton packaging. Sichuan's famous "Wrapping Silk Rabbit" food was originally packaged in a red rectangular carton, and now it is woven into fine cylindrical containers with thin bamboo culms to create an unforgettable impression.
Understand the successful packaging not only through the use of the shape, color, pattern, material caused consumers to pay attention and interest in the product, but also to enable consumers to accurately understand the product through the packaging. Because the purpose of people buying is not packaging, but the product within the package. The most effective way to accurately convey product information is to truly convey the product image. Transparent packaging can be used. Products can be opened on the packaging container to display products. Product graphics can be drawn on the packaging, and simple text descriptions can be made on the packaging. You can print colored product photos and more on the packaging.
"Snow Lotus" brand cashmere sweater on the top of the carton packaging to open a "skylight", through cellophane can clearly see the color and texture of cashmere sweater, easy to choose. The "Diamond" brand stainless steel kitchen knives in Yangjiang, Guangdong, are packaged in carton packs that can hold the knife body, making it easy to handle and sell; the shots on the cassette surface are shown in close-up photographs; the bottom image is vegetables and meat, with a kitchen knife Photographs and explanations of history, quality, etc., have made their long history and superior quality visible and truly appreciated by customers both at home and abroad. (To be continued)