Packaging design should show individuality and show the connotation of products externally. Good packaging design can create extra profits for enterprises; In other words, the sales advantages of the same product may be completely different due to different packaging. Differentiated packaging design can not only enhance the core competitiveness of products or brands, but also prevent products from being identical or counterfeit through the protection of copyright and patent rights. Packaging is also the most direct and effective advertising carrier.

Packaging design should pay attention to:

(1) From the inside out, show the connotation of the product on the packaging. Because packaging is the first feeling of consumers, in the era of consumers' "feeling", it is obvious that packaging design is as important as product design; The same product, because of different packaging design, will give consumers different confidence. In the early days of reform and opening up, consumers judged cosmetics by the quality of packaging when they could not distinguish brands. Now in the absence of well-known brands in the gift industry, consumers also regard the quality of packaging as a reference to judge the quality of products.

(2) Under the premise of the same cost, excellent packaging can make people feel more value for money. In other words, excellent packaging design is to control the cost at the original level under the premise of budgeting the whole sales scale, and design the technology, materials and patterns of packaging design to a new height through the victory of quantity;

(3) How to embody differentiation depends on the strategic positioning of products. Packaging serves products, while product development focuses on the needs and positioning of consumers. In the era of more and more serious product homogeneity, differentiated packaging design can stand out among similar products, and then play a role of differentiated protection through the protection of copyright and patent rights.

The following are three cases of packaging design:

First of all, this paper introduces the "Tai Huang Tin" tin packaging that Vanke Gift Company won the silver prize in the first China Gift Design Competition (Figure 1), which was the highest packaging award selected by experts such as the Central Academy of Fine Arts at that time in 1000 gifts. Packaging has changed the traditional design of special paper packaging for tin containers. Tin paper is used as the surface material of the packaging, and Thai folk patterns are printed on the tin paper. However, the packaging uses a large area of black patterns, and only a small piece in the middle displays the product LOGO in four colors. More importantly, the packaging adopts the concave-convex pattern technology, which has a three-dimensional effect and gives people a sense of relief, echoing the product. The single cost of this kind of packaging is finally controlled at the same cost as that of traditional special paper ironing LOGO, but its product connotation has been fully displayed.

Then introduce the packaging of JOHANNFALKENBURG in Germany (Figure 2). The capacity of this bottle of wine is 1.5 liter, which is equivalent to the capacity of two bottles of traditional wine. This blue bottle is very beautiful. Deng Tao planned as follows: the consumption of wine is very large, and the packaging cost must be controlled; Bottles are unique in shape and should be displayed; The positioning of wine is high-grade gift wine, so the packaging material is leather; The taste of wine is sour, sweet and pure. It seems to be a "bride to be married", so I finally put on a wedding dress for her.

You may not know that the expensive Evian mineral water has been replaced by Canada's Yajia Spring. China packaging of "Yajiaquan" was designed by Deng Tao, and now the product is advertised on CCTV 9 and enters the high-end consumer market in China. As "Yajia Spring" originated in Bethune's hometown of Canada, it is composed of glacial spring water for thousands of years (Figure 3). This product won the gold medal for the best taste at the Berkeley International Drinking Festival in 2007. Therefore, under strict cost control, this packaging design adopts transparent materials, and in the lower part of the packaging, the mineral water bottle is surrounded by snow mountains and glaciers.

In short, packaging design should not only have connotation and texture, but also effectively control costs and pay attention to environmental protection. The goal of packaging design is to make each package speak for itself and become an effective advertisement.

Brief introduction of the author

Deng Tao, a master of China's traditional crafts (national first-class), a national senior traditional craftsman, and a famous tourist souvenir and gift design and planning expert in China, won the "Outstanding Contribution Award between the United States and China" together with more than ten outstanding American and Chinese people such as former US President Carter, former Secretary of State Kissinger, world financial tycoon Greenberg and international superstar Jackie Chan, and was praised as "the advocate and pioneer of China's gift brand marketing" by the first China Gift Industry Annual Conference. As the general planner, he was responsible for the development, design and sales of all licensed gifts in the first World Leisure Expo, and 65,438+000 design works were collected and exhibited by the museum. In recent five years, he has been selected as an industry celebrity in the national publication China Business Yearbook, and has creatively designed hundreds of classic works for large-scale events at home and abroad such as the Olympic Games, the World Expo and the World Beauty Contest. Deng Tao is currently Chairman of the Creative and Design Committee of the US-China Business Association, Executive Vice President of Zhejiang Gift Industry Association, President of Hangzhou Tourism Commodity Industry Association and Chairman of Hangzhou Vanke Gift Co., Ltd. ..