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So, how to make packaging reflect the visual performance of advertising? We may wish to discuss from the following aspects:
First, look for consumer potential and obtain accurate positioning of performance.
The advertising nature of the successful visual design of goods packaging is not a product of empty theory and pure artistic expression, and it is not the result of a designer making a car behind closed doors. Indeed, it is a visual object expressed by the designer using a unique visual language, but it also serves as a bridge between the communication and dissemination of goods and consumers. Therefore, the advertising design of packaging visual performance should be based on the target consumer's purchasing psychology, looking for the consumer gap in their hearts or potential spending power, in order to obtain accurate sales positioning, so that the performance of the design "targeted." For example, although the consumption concept of middle-aged and old-aged women is practical, safe, and healthy, in the subconscious, they also have a mentality of yearning for youth and beauty. The old saying “old people come from afar†is a description of their mentality. This is a potential awareness of consumption. Businesses and designers should be good at finding and discovering gaps in the minds of consumers, inspiring their potential for consumption, and integrating such awareness into design planning so that they can be satisfied and willing to buy and consume, so that enterprises can obtain A broader market. Another example is that young consumers, in addition to their curiosity and fashion-conscious outlook on consumption, the vanity mentality of the "face view" is also another subtle mentality of consumption that they can only imagine and cannot speak. In the packaging visual planning, if we can grasp this subconscious mentality, it will have a positive influence on the sales of market products.
Therefore, whether the advertising design of package design is accurate or not must be based on an in-depth understanding of people's consumption concepts and needs. Of course, not only the differences in age and gender, but also the performance of religion, occupation, and social status. Out of the understanding of the concept of consumption. Only by conducting thorough and meticulous investigations and finding out the “voids†of consumption in their hearts and understanding their true needs can they provide a strong basis for the accurate positioning of packaging visual communication design and advertising.
Second, the visual performance of packaging design advertising performance strategy
1. Attention strategy
Any designer and merchant aspires to pay attention to the packaging of their products and generate purchases to complete their profit cycle. Of course, there is no lack of wishful thinking on the shelves of goods. However, some packages were swept by people but they did not leave any impression. They even turned a blind eye. Then, how does packaging also attract people's attention? Psychologists believe that when people choose commodities in the market, the procedural law reflected in the mind is "attention-memory (interest)-action". It can be seen that attention has been placed in the first place, and thus attracting attention is the beginning of public acceptance of package advertising. The first purpose of packaging advertising is to attract people’s attention as much as possible.
Paying attention to packaging is an important method of its advertising effect. By embodying powerful information in packaging design, consumers have positive meanings from the initial stage of product cognition and further interest to purchase. Packaging advertising attention strategies can be carried out by means of attention stimuli, such as size differences, color stimuli, or modeling personality. The difference in size is the emphasis on the size of the visual elements. When designing, the content of the main appeal of the package can be highlighted or strengthened, resulting in active and active visual expression. By highlighting tempting graphics to enhance effects, conditions for visual attention are created. The performance of color, although it is an inevitable reflection of the packaging performance, but highlighting and the attractiveness of the use of color is a point that can not be ignored in the formation of attraction. Be good at capturing the main information points, such as the “freshness, deliciousness, naturalness, and health†of the food image in food packaging. Of course, the color contrast of the area, hue, and brightness will also make the product packaging produce information points. The personalized performance of the shelf packaging is also a way of forming attention. Therefore, each element, through the particularity of its creative source, has a greater visual impact on the market shelves, which not only captures the attention of consumers, but also lays a good foundation for promoting consumption.
2. The Effect of Memory Value on Memory
Memory enhances the competitiveness of similar products by enhancing the accumulation of impressions. It is a reflection of people's understanding of things that can produce memories. It is the three memory phases that are first noticed by the sense of memory of the current product packaging, and after the reappearance of the package, the recollection of the impression of the packaging in the mind. Through people’s consumption experience, it can be seen that consumers obtain the necessary information about the goods from the packaging, and it takes a period of time before or after the occurrence of the purchase behavior. If the packaging can withstand the test of this memory segment, The planning of visual memory in packaging advertising performance is successful. Therefore, the visual information of goods packaging should not only be clear, but also should be memorable.
Then, how can the packaging form be perceived from the perspective of product advertisement and memory before the goods shelf? We can propose some ideas from the following aspects:
(1) The use of sculptural elements in the regular assembly and the influence of blocks
When the styling elements in the packaging design are messy, it will make consumers in front of the shelf feel overwhelmed, which will lead them to give up their cognition of goods, let alone retain their memory. Formal elements of the modeling elements, chunks, is the scattered small, single information through the assembly into a block, resulting in the order of the information chain, increase memory. This is where designers use the long-term social experience generated by readers to collectively and consciously complete the accumulation of memory.
(2) Utilizing the effects of visual stimuli
Visual stimuli are the special effects of a certain design element in a packaged color, text, or graphic symbol, such as contrast, specific expression, etc., which give people a strong memory of reflection. This is also a measure to improve and improve the effectiveness of packaging and advertising. Ways.
3. Shelf display effect strategy
Shelf is a platform for consumers to link products, and it is also an important place for merchandise packaging to fully display its advertising charm. How does the visual design of the product packaging work, whether it can serve as a good salesman role, and the need for inspection of shelf effects. It can be said that the brand image of a successful product cannot ignore the good shelf effect of the sales environment.
In the shelving environment where there are numerous colors and piles of forests, since shoppers make visual contact in a dynamic environment, designers can only avoid the danger of “overwhelming†the design by enhancing the visual performance of the packaging. In order to show the charm of advertising, the visual performance of the packaging of goods must first be distinguished from the visual effects of the adjacent packaging.
4. The Effect Strategy of Sexual Charm
The performance of attractive charm is another manifestation of the effectiveness of packaging advertising. Through the performance of packaging design, goods are given artistic quality. It can be said that there is an artistic emotional color package that will be more appealing and attractive. When consumers browse a large number of goods, they often use visual packaging to experience the experience. When the packaging has the appeal of the realm of interest, it will make consumers feel like they are on the ground and obtain a corresponding emotional experience. In particular, the emotional expression of its performance elements, the resulting visual language, is giving people more sincere and sincere feelings. When people are deeply affectionate, they have the desire to purchase and complete purchases.
However, the performance of the attractiveness and effect of packaging advertisements can be divided into the following aspects:
First of all, it is possible to generate attractive and interesting effects from the expression of package contents. The designer expresses specific emotional trends through the expression of a unified form and color scheme, which constitutes the emotion and interest of the package. For example, the “Zhangyu Cabernet Red Wine†package designed by Shanghai Meigao Co., Ltd. uses the performance elements of the old Shanghai month card to integrate the Chinese historical sense of the wine and the quality of the prosperous life in a subtle way, allowing the consumer experience “ The legendary quality and centuries-old Changyu's good qualities created by ancient cultures touched consumers with elegant charm and charm. There are also "natural strategies" proposed by "Xihu Beer", which are all visually enabling consumers to feel the natural taste effect while experiencing the cool heartbeat.
Second, it is to win from the juggling effect of the image. The performance of the effect can create an interesting and intriguing humorous environment, allowing consumers to accept information about packaged advertising in a relaxed, thoughtful smile. Using exaggeration, distortion, and decoration techniques, humorous, humorous and interesting taste changes, such as the intentional exaggeration and distortion of certain characteristics of animals, plants, or characters, produce humorous and funny images. Make the package unique, rich taste, and thus receive surprising results. Such methods are used for packaging graphics and styling, making it easier to grasp the hearts of consumers, especially children. Through fun communication, the advertising appeal of packaging has been enhanced and their love has been won.
In summary, the development trend of modern market economy is a catalyst for fierce market competition. Faced with the change from the past “human pursuit†to the modern “material-seeking†market demand mechanism, all business owners must adjust their own business models, and create and expand their brand image while at the same time categorizing their own products. Market effects should be solved with appropriate countermeasures. The advertising nature of packaging visual presentation proposed in this paper is also a positive and active expression of the feasibility of sales for corporate goods. Through the rational and purposeful enhancement of the visual elements, the dissemination of packaging design information can be realized to a greater extent, so that the products have an excellent market share and better economic benefits. Therefore, the research on the rules and techniques of advertising visual performance of packaging has a practical and important significance for designers, for the development of enterprises and even modern market economy.
Source: Packaging &