Shiren Sasuda, a Japanese design expert, once mentioned in his book "Design Power in 1.2 Seconds" that in fact, customers rarely decide which brand of products to buy before entering the store. This means that the consumer's purchase decision is made before the shelf. The time to let the goods catch your eye is only 1.2 seconds. If you want to make customers exclaim "wow" at this moment and are willing to stop, eye-catching packaging plays a key role.

This law of design power means that packaging design should pay attention to communication with consumers, so that people can see and feel the power of design at a glance and become more interested in products. Japanese design is unique in the design field, or simple and comfortable, or extremely cute, and Japanese food and beverage packaging is often impressive.

We have written many articles about Japanese packaging in the food industry before, for example, we will learn from Japan to inject emotion into packaging design, and what key points Japanese food packaging has given us, etc., but we all look at Japanese packaging from the perspective of China people, which is a learning and observer perspective. Today, we want to talk about Japanese packaging design from the Japanese/design perspective.

Although Japanese packaging design is unique in the industry, there are many innovations, but the significance of innovation lies in change, so in fact, Japanese packaging is also changing over the years. Similarly, as a bystander, we may not be close to the forefront of the Japanese design community. Shiren Sasuda has brought us three future trends of Japanese packaging design.

Sense of atmosphere:

First of all, sense of atmosphere. The word "atmosphere" is also very popular in China recently, which is an aesthetic trend. In Japanese design field, it refers to the "immersive" feeling that products bring to consumers through design.

Shiren Sasakawa gave an example. In Japan, there is a bar with a very futuristic decoration style, but the bar only provides drinks without alcohol. This kind of bar exists because the younger generation in Japan pay more attention to a healthy lifestyle and don't want to consume a lot of alcoholic drinks. Another kind of atmosphere comes from Japanese-style izakaya. Izakaya is a restaurant with Japanese characteristics, but young people in Japan feel that some traditional izakaya doesn't seem to be very compatible with their style, so now a new izakaya is born in Japan. This new type of izakaya is more in line with young people's preferences in decoration design and dishes.

It's not hard to find that young people prefer the atmosphere of getting together with friends and having a drink and chatting with each other rather than drinking.

Experience:

The experience here refers to the sharing intention of consumers based on product packaging design. In the social era, a good package can go out of the circle, largely from the spread of tap water by consumers.

last year, Corbis launched an after-school summer limited series. When the bottle is unopened, it is a boy walking alone. After drinking a bottle, you will see a girl on the other side of the package. The two men are holding hands. In this way, using the ingenious design of Kolbe's own liquid milky white, people's desire to share is stimulated-everyone will take pictures before and after and compare them.

Changes in the post-epidemic era:

The epidemic has had a great impact on the whole world, and Japan is no exception. In the post-epidemic era, Japan's packaging design has also changed accordingly. For example, because online shopping will become more and more popular, packaging design needs to consider that e-commerce environment can attract consumers more.

In addition, the labels and boxes of packaging can be as simple as possible, because online shopping can help us reduce costs and save resources. Shiren Sasuda said that more and more companies hope to enhance brand value through packaging design, and digital branding is becoming more and more important. How to achieve branding through websites, online stores and social media has become a strategy.