Personalized brand image packaging

Brand packaging design should begin with the elements of trademarks, designs, colors, shapes, and materials. After considering the characteristics of the goods, we must follow some basic principles of brand design, such as: protecting the goods, beautifying the goods, and facilitating the use of the design. The elements are coordinated and complement each other to achieve the best packaging design. From the perspective of marketing, brand packaging patterns and color design are important factors that highlight the personality of a product. Personalized brand image is the most effective promotion method.

First, the design of packaging patterns

The configuration of product images, text, and background in the packaging pattern must focus on attracting customers' attention and directly promote the brand. The stimuli of the packaging pattern to customers are more specific, stronger, more convincing than the brand name, and often accompanied by immediate purchasing behavior. Its design should follow the basic principles:

1. The form and content must be the same as the one shown in the table. The specific content is clear. At a glance, you can know the product itself.

2, to fully display the goods. This is mainly done in two ways. One is to use realistic color photo representations to truly reproduce the product. This is most popular in food packaging, such as chocolate, candy, canned food, etc., realistic color photographs will make the color, taste, and type appear to be extremely attractive; second, the product itself is displayed directly. Transparent packaging, open skylight packaging is very popular in food, textiles, light industrial products;

3, have detailed and detailed text description. In the packaging pattern, there must be specific instructions on the raw materials, preparation, efficacy, use and maintenance of the product, and if necessary, brief schematic diagrams should also be accompanied;

4, to emphasize the color of the product image. It is not just transparent packaging or the use of color photographs to fully represent the inherent color of the product itself. Instead, it uses more image tones that reflect the types of products, enabling consumers to produce similar cognitive responses like signal reflections, quickly identifying packaging with color. The content of the object. For example, the upper body of the Marlboro cigarette case is dark red and the lower body is pure white. The color is striking and prominent, reminiscent of the masculinity of the western cowboy. The logo of Philip Morris, which is stamped with bronzing on the top of the cigarette case: Two horses guarding a golden crown, together with the black Marlboro logo, make Marlboro even more impressive;

5. The "Shimen family" type of packaging should be focused on the main display of packaging. Any product produced by a company or produced under the same brand name, regardless of variety, size, size, shape, shape and design of the packaging, adopts the same pattern, even the same color, gives a unified impression. The customer can see that the product is the Ho brand;

6, pay attention to the efficacy design. The efficacy design in packaging patterns is mainly reflected in the following aspects:
1Protection performance design, including moisture-proof, mildew-proof, tamper-proof, shockproof, leak-proof, shatterproof, anti-extrusion and so on.
2 Convenient performance design, including convenience for store display, sales; convenient for customers to carry, use, etc.
3 sales performance design, that is, without the introduction or demonstration of sales staff, customers can rely on the "self-introduction" of the packaging screen to understand the goods, and thus decide to purchase.

Packaging design techniques require consumers to be impressed with their simple lines, vivid personalities, and reasonable colors. Take the Royal Salute 21 in Scotch Whisky as an example. The wine was carefully brewed for 21 years. It was decorated with blue, red, and green colored imperial porcelain. The bottle was engraved with the image of a knight with a sword across the horse. There are two logos on the brand logo. The salute, with the identification of the 21-year old wine presented by the Scotch Whisky Association, proved to be elegant and rich. So that some people drink wine, carefully collect the bottle.

Taboo design is also a noteworthy issue. Different countries and regions have different customs and values, and therefore have their own favorite and taboo patterns. The packaging of products can only adapt to these, and it may win the recognition of the local market. The taboo of packaging design can be divided into several taboos for people, animals, plants and geometric figures. Not much to say here.

Second, packaging color design

Color plays a particularly important role in packaging design. In the fiercely competitive commodity market, it is necessary to make the product have a visual feature that is obviously different from other products, it is more tempting to charm the consumer, stimulate and guide consumption, and enhance people’s memory of the brand. This is inseparable from the color design. And use.

Japanese color expert Da Zhihao had done in-depth research on the color design of packaging. In his book Color Fundamentals, he proposed the following eight requirements for packaging color design:
1. Whether packaging colors can be clearly identified in competitive products;
2. Is it a good symbol of product content;
3. Whether the color is in harmony with other design factors and effectively represents the quality and weight of the product;
4. Whether it is accepted by the product purchaser;
5, whether it is a higher degree of visibility, and can have a good set of characters on the text;
6, the effect of a single package and stacking effect of multiple packages;
7, color in different markets, different display environments are full of vitality;
8. Whether the color of the product is not limited by the color management and printing, the effect is the same.

These requirements are undoubtedly realistic in the practice of color design for commodity packaging. With the diversification of consumer demand and the segmentation of the commodity market, the requirements for brand packaging design have become increasingly strict and meticulous. In order to more accurately grasp the different requirements of different types of product packaging color design, we can classify the consumer goods into three categories, and put forward the specific requirements for color design respectively:

The first category, luxury goods. Such as cosmetics in the high-end perfumes, soaps and women's clothing products, etc.; men use such as cigarettes, alcohol, high-grade candy, chocolate, exotic luxury specialty products. This kind of product requires a unique personality in particular, and the color design needs a special sense of atmosphere and a high price and a sense of luxury. For example, French high-end perfumes or cosmetics have mysterious charm and incredible atmosphere, showing the romantic atmosphere of Paris. This type of product should be elegantly designed regardless of package type or color. For another example, men's taste of whisky, packaging design should have a special atmosphere of the French aristocracy living in the 18th century, cigarette packaging design requires a sense of aristocratic temperament. The cigarettes of KENT cigarettes are white, and a white ancient castle stands in a white color with a golden "KENT" trademark, reminiscent of the noble life in the old castle. . The background color of the Camel cigarette case is pale yellow, which means that the vast desert. Pyramids and palm trees on a background pattern represent the ancient East, giving a mysterious and primitive feeling. The packaging of such products should give people a feeling of high-priced brand names. The domestic "Moutai", "Wuliangye", "Huzhou Laojiao", "China Tobacco", "Yinyan" and other superb packaging are also starting to design to international brand names.

The second category is the foods needed for daily life, such as canned food, biscuits, condiments, coffee, black tea, etc. The color design of such product packaging should have two features:
(1) Arousing consumer appetite;
(2) To deliberately highlight the product image, such as mineral water packaging using sky blue, suggesting cool and pure, and fully transparent plastic bottles, fully display the characteristics of the product. At present, this type of product in China is more successful in food, beverage, and mineral water in Guangdong.

The third category is popular commodities, such as middle and low-grade cosmetics, soap, and health protection products. Such products are positioned in the popular market, and their packaging color design requirements:
(1) To show a sense of atmosphere that is easy to get close to;
(2) To demonstrate the high quality of the product;
(3) It enables consumers to identify the brand in a short period of time.

Source: China CI Net