in modern society, brand is not only a kind of culture, but also a kind of corporate culture. This culture is the synthesis of ideas and business behaviors such as business outlook, values and aesthetics crystallized in the brand, and it is the concrete embodiment of national culture in brand creation activities in enterprise management. How to do a good job in brand packaging design?

first, color design

color is more attractive to customers in packaging design. If the colors are properly matched, it will make consumers feel pleasing to the eye and attract their attention. The color of packaging is restricted by the attributes of goods, and the color itself has its own attributes. Therefore, we should be careful in using colors, strive to be few and precise, concise and lively, or fresh and elegant, or gorgeous and moving, or simple and natural, and take into account the customs and appreciation habits of consumers, as well as the different grades, occasions, varieties and characteristics of goods and use different colors. The design should pay attention to the unity of color and overall style, and should not use too much color or gold or silver everywhere, giving people a sense of flashiness. When designing, we should consider the comparison with similar products, investigate and analyze similar products, learn from each other's strong points, and design a competitive package that can stand out from many commodities.

second, image design

the pattern design of brand packaging can make the goods more vivid and interesting. However, some packaging patterns are old and complicated, and they are not commercialized, and they also lack a sense of the times. They are repetitive and have no personality. Ancient patterns such as dragons and phoenixes are used indiscriminately everywhere. Tradition is not retro, let alone copying. Nationality is not represented by drawing dragons and phoenixes. It should be given new content, new life and new forms. A spirit should be integrated and a charm should be reflected. Tradition should be a style, a fashion, more symbolic and more concise. The truly traditional packaging industry gives people a sense of culture, connotation and otherness, which is also in line with the personality of Beijing brands.

Third, the text design

The text of brand packaging is also an important part of design. A package can be without any decoration, but it can't be without text. Just like the same person, he must have a name. The text of Beijing brand packaging must be concise and clear, which fully reflects the commodity attributes. It is not appropriate to use too complicated fonts and illegible words, and too stiff and angular fonts. Beijing brand is a commodity with strong tradition and nationality. China's calligraphy art has a long history, and it is very artistic and ornamental. It is better to properly use calligraphy to reflect the rich cultural heritage of Beijing brand and the long cultural history of the Chinese nation. However, easy-to-understand, easy-to-read and easy-to-identify fonts should be used, too careless or unclear fonts should be used less, and consumers' discrimination should be taken into account to make people see at a glance.