brand packaging design

brand packaging design should start with the components such as trademarks, patterns, colors, shapes and materials, and follow some basic principles of brand design on the basis of considering the characteristics of goods, such as protecting goods, beautifying goods and facilitating use, so as to make all design elements coordinate and complement each other, so as to obtain the best packaging design scheme. From the marketing point of view, brand packaging patterns and color design are important factors to highlight the individuality of goods, and personalized brand image is the most effective means of promotion.

(1) Design of packaging pattern

The configuration of product pictures, characters and backgrounds in packaging patterns must focus on attracting customers' attention and directly promote brands. The stimulation of packaging patterns to customers is more specific, stronger and more convincing than brand names, and it is often accompanied by immediate purchase behavior. Its design should follow the basic principles:

1. Form and content should be consistent, concrete and distinct, and the commodity itself can be known at a glance.

2. fully display the goods. There are two main ways to do this. One is to represent the goods with vivid color photos. This is the most popular in food packaging, such as chocolate, candy, canned food, etc. Realistic color photos make people drool over color, taste and shape. The second is to directly display the goods themselves. Fully transparent packaging and skylight packaging are very popular in food, textiles and light industrial products.

3. There should be specific and detailed written explanations. On the packaging pattern, there should also be specific instructions about the raw materials, preparation, efficacy, use and maintenance of the product, and if necessary, a concise schematic diagram should be attached.

4. emphasize the image and color of goods. It is not only transparent packaging or fully expressing the inherent color of the commodity itself with color photos, but also using more image tones that reflect large categories of commodities, so that consumers can generate cognitive reflections similar to signal reflections and quickly know the contents of the packaging by color. For example, the upper body of Marlboro cigarette case is dark red, and the lower body is pure white. The color matching is eye-catching and prominent, which reminds people of the masculinity of western cowboys. The cigarette case is decorated with the gilded logo of Philip Morris Company: two fine horses guard a golden crown, and the black Marlboro trademark makes people feel that Marlboro is distinguished.

5. the "Shimen family" packaging should focus on the main exhibition surface of the packaging. No matter the variety, specification, package size, shape, packaging modeling and pattern design, all the goods produced by an enterprise or with the same brand trademark adopt the same pattern, even the same color, giving people a unified impression, so that customers can know at a glance which brand the product is.

6. Pay attention to efficacy design. The efficacy design in packaging patterns is mainly manifested in the following aspects:

① Protective performance design, including moisture-proof, mildew-proof, moth-proof, shock-proof, leak-proof, shatterproof and extrusion-proof.

② Convenient performance design, including convenience for store display and sales; Convenient for customers to carry and use.

③ sales promotion performance design, that is, customers can understand the goods only by "self-introduction" of the pictures and texts on the packaging, so as to decide to buy.

The design method of packaging pattern requires that consumers be deeply impressed by its simple lines, vivid characters and reasonable colors. Take the Royal Salute 21 in Scotch whisky as an example. The wine was carefully brewed for 21 years, and it was packed in blue, red and green palace refined porcelain bottles. The bottle body was engraved with the image of a knight of the round table riding a horse with a sword, and there were two salutes on the brand trademark pattern, accompanied by the 21-year-old wine appraisal certificate issued by the Scotch Whisky Association. The whole package looked elegant and rich. So that some people carefully collect the wine bottles after drinking.

The taboo of packaging pattern design is also a noteworthy problem. Different countries and regions have different customs and values, so they also have their own favorite and taboo patterns. Only when the packaging of products adapts to these can it win the recognition of the local market. Taboos in packaging design can be divided into figures, animals, plants and geometric taboos. I won't go into details here.

(II) Packaging color design

Color plays a particularly important role in packaging design. In the highly competitive commodity market, it is inseparable from the design and application of colors to make goods have visual characteristics that are obviously different from other products, to be more attractive to lure consumers, to stimulate and guide consumption, and to enhance people's memory of brands.

Japanese colorist Da Zhihao has done in-depth research on the color design of packaging. In his book "Fundamentals of Color Design", he put forward the following eight requirements for the color design of packaging:

1. Whether the packaging color can be clearly identified among competing goods;

2. Whether it is a good symbol of commodity content;

3. Whether the color is in harmony with other design factors, effectively indicating the quality and quantity of goods;

4. whether it is accepted by the commodity purchasing class;

5. Whether it has high visibility and can set off the text well;

6. What is the effect of a single package and the overlapping effect of multiple packages?

7. Whether colors are full of vitality in different markets and different display environments;

8. Whether the color of goods is not limited by color management and printing has the same effect.

these requirements are undoubtedly practical in the practice of color design of commodity packaging. With the diversification of consumer demand and the segmentation of commodity market, the requirements for brand packaging design are becoming more and more strict and meticulous. In order to more accurately grasp the different requirements of color design of different kinds of goods packaging, we can divide consumer goods into three categories and put forward the specific requirements of color design respectively:

The first category is luxury goods. Such as high-grade perfume, soap and women's clothing in cosmetics; For men, such as cigarettes, alcohol, high-grade candy, chocolate, exotic and precious specialties, etc. This kind of commodity requires a unique personality, and the color design needs to have a special sense of atmosphere and a sense of high price and luxury. For example, French high-grade perfume or cosmetics should have mysterious charm and incredible atmosphere, showing the romantic atmosphere of Paris. This kind of products should be designed elegantly regardless of the package shape or color. For another example, the packaging design of whisky that men like should have the special atmosphere of French aristocratic life in the 8th century, and the packaging design of cigarettes requires a sense of aristocratic temperament. The cigarette case of KENT cigarettes is white all over, and an ancient white castle stands in a piece of white, which, together with the golden trademark "KENT", will remind people of the aristocratic life in the ancient castle. The background color of CAMEL cigarette boxes is light yellow, which is a metaphor for the vast desert. The pyramids and palm trees in the background pattern represent the ancient East, giving people a mysterious and primitive feeling. The packaging of this kind of goods should give people a feeling of high-priced brand names. Domestic top-quality packaging such as Maotai Liquor, Wuliangye, Huzhou Laojiao, Chinese Tobacco and Yunyan has also begun to align with international famous brands in design.

the second category is the food needed in daily life, such as canned food, biscuits, condiments, coffee, black tea and so on. The color design of this kind of commodity packaging should have two characteristics: (1) arouse consumers' appetite; (2) Deliberately highlight the product image. For example, the mineral water package is sky blue, suggesting coolness and purity, and fully transparent plastic bottles are used to fully display the product characteristics. At present, Guangdong's food, beverage, mineral water and other domestic products are more successful.

the third category, popular goods, such as middle and low-grade cosmetics, soaps, health protection products, etc. This kind of goods is located in the popular market, and its packaging color design requires: (1) to show an easy-to-get atmosphere; (2) to show the quality of goods; (3) It can make consumers identify the brand in a short time.