Zhonghui Design (a professional packaging design company) answers:

Creative positioning plays a core role in the whole operation process of mooncake packaging design. The positioning of moon cake packaging design must be based on the product characteristics, marketing planning objectives and market conditions to determine the focus of information performance and image performance.

usually, after the design and planning department integrates the detailed marketing plan, it is necessary to further screen, summarize and analyze the plan, find out the breakthrough point of visual performance, highlight the characteristics, strengthen the key points, and try to perform creative performance from different perspectives as much as possible, and finally choose the best design plan.

packaging design conception:

the conception method is to make a key breakthrough from a certain level and angle under the guidance of modern design positioning theory, thus producing specific design processing forms. The core of packaging design idea is to consider what to express and how to express these two problems.

in order to find the perfect answers to these two questions, we must solve the problems of four links: the key points, the angles, the techniques and the forms of expression. Generally speaking, the design goal is the key point, the breakthrough point of design is the angle, the tactics of design is the technique, and the weapon of design is the form. Packaging design can be conceived from the following aspects:

① Inspired by signs. Start with the name of the product, and then take this as the main design element to carry out creative conception.

② Start with the raw materials of commodities. Make a comprehensive consideration. At present, this design technique is widely used in the field of packaging design, for example, the realistic image of fruit raw materials is used in the packaging of various juices.

③ consider the origin of the product. Take the distinctive exotic customs, scenery and pastoral scenery of raw materials as visual elements to attract the audience's attention.

④ start with the usage scenario of the product. Based on the use form, Lenovo design elements can make people feel immersive.

⑤ Start with the users of the products. Understand their interests and tendencies, and find appropriate performance elements to express them. For example, men's products use rough visual images, while young girls' products use youthful visual symbols.

⑥ be good at using products-related graphics to represent products. For example, pure water is represented by figures of snow-capped mountains and clear lakes, and drinks and sporting goods are represented by exciting competition scenes.

⑦ use the graphic images that people like to see and hear, which have aesthetic feeling. For example: beauty, flowers, animals, scenery, national customs and so on.

⑧ Carry out serial design from the perspective of company image. Based on the overall image of the company, pay attention to the unity and continuity of the company image and product packaging.

pet-name ruby uses characteristic color composition to design ideas. Analyze and study the colors to appear in the design, arrange them reasonably, and then create a unique color feature and product style.

in short, good packaging design is a sharp edge for products to open up the market.

The above contents are answered by Zhonghui Design, a professional packaging design company, hoping to help everyone.