First, the packaging picture is simple.
In the past, McDonald's food packaging was either food pictures or large words, but this time they directly became various simple illustrations. For example, on the box of' Maixiang Fish', you can only see waves of blue waves with a clean white background and a simple name written on it. On the breakfast sandwich' Wheat Full Score', there is only one big egg yolk.
Second, the new packaging incorporates some cartoon elements.
The coke cup is full of bubbles, and there are different illustrations on different drinks to visualize the taste of various drinks. There is no change in the French fries box, but it is still the red shell, and there are straight stripes of French fries in the box, which looks childlike and cute. The packaging of the Big Mac directly turned into a cartoon-style hamburger cross-section. The sesame seeds, lettuce and beef on it looked rich in content, but they were still clean and simple.
Third, the new packaging looks more eye-catching.
This new modern design will be refreshing, and the overall tone will look brighter and more relaxed, which will attract many people's attention. The most iconic and recognizable part of each food is selected, and then multiple color schemes, simple plane illustrations and basic geometric shapes are used to present it, so that people can think of what is in the box at a glance. It will also be more conducive to the user experience.
Japanese packaging design features Japanese design expert G Tian Shiren once mentioned in his book "The Design Power of 0.2 Seconds" that in fact, customers rarely think about 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 0.2 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 is nothing more than saying 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 food industry before, for example, we will draw lessons 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 and has a lot of creativity, the significance of innovation lies in change, so over the years, in fact, Japanese packaging is also changing. Similarly, as a bystander, we may not be close to the forefront of Japanese design. Shiren G Tian has brought us three future trends of Japanese packaging design.
Sense of atmosphere:
The first is the 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.
G Tian Shiren 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 is not difficult to find that young people prefer to get together with friends and have a drink and talk about the atmosphere than to drink.
Experience:
The sense of experience mentioned 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.
Corbis launched a limited series of "after school" summer last year. 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 huge impact on the 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. G Tian Shiren 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 becomes a strategy.
What are the styles of illustrations?
Fashion style illustrations, whether Japanese or European or American, generally do not choose particularly bright colors, mostly fresh and elegant, especially the common colors in nature and daily life.
Humorous style illustrations are often modeled with exaggerated techniques, which is very common in European and American styles, and the choice of colors is also exaggerated.
Aestheticism style illustration, quiet and peaceful is the main theme of this picture. In terms of color, generally speaking, neutral and cool tones are the most common.
Realistic illustrations, what you see is what you get, draw what it is, and express what needs to be expressed most clearly.
Q-style illustration, used for product packaging page design, game characters, etc., all kinds of big-headed dolls will never be out of date.
Mechanical technology illustration, mechanical technology does not have so many fancy colors, generally three or four colors are enough, and sometimes even black and white can solve the problem.
Decorative style illustrations, mostly based on decorative content, pay more attention to the treatment of lines, and are more flexible in color matching.
Illustration is commonly known as illustration in China. Today's commercial illustrations popular in foreign markets include publications with pictures, cartoon mascots, film and television posters, game character setting and art scene design built into the game, advertisements, cartoons, picture books, greeting cards, calendars, decorative paintings, packaging and other forms.