In contemporary society, packaging design has penetrated into our daily life. It is an innovative art, attracting a large number of customers to become its loyal consumers. The following is the essence of packaging and decoration design that I searched and sorted out for you. Welcome to read it. I hope it will help you. For more information, please continue to pay attention to our fresh graduates training network.

Mengniu breakfast milk is a new product of liquid milk developed by Mengniu enterprise. Adhering to the brand health concept, Mengniu pure milk has many advantages such as "fresh and delicious", "fragrant taste", "rich nutrition" and "high quality milk source", and at the same time, it is the first to enrich the nutritional categories and taste categories. Mengniu breakfast milk quickly won the favor of consumers and successfully occupied the breakfast milk market with its vivid and lovely pattern design and beautiful packaging.

First, the packaging design concept

The packaging of Mengniu breakfast milk fully embodies some new ideas of packaging design. For enterprises, if they want to win the favor of consumers, they must adopt modern and novel design concepts.

1, the concept of proper design

(1) The outer packaging of Mengniu breakfast milk is made of paper packaging material, and the inner layer is attached with light film, which can effectively protect the milk inside, making it safe and reliable.

(2) The capacity of Mengniu breakfast milk is 250ml, and the capacity of this package is just moderate, which can fully meet the consumer's demand for milk for breakfast.

(3) Paper packaging is small and light, which not only saves packaging material resources, but also reduces packaging costs. Moreover, compared with plastic packaging, paper packaging can be recycled, which is convenient for recycling.

2, the concept of circular design

Mengniu breakfast milk packaging design is small and light, reducing the use of materials; On the other hand, paper packaging can be recycled, which perfectly conforms to the 3R principle.

3. Humanized design concept

In the shape design of Mengniu breakfast milk, the cute little alarm clock points to seven o'clock, which is exactly the time for people to have breakfast in the morning, highlighting breakfast milk. The graphic design of wheat ears shows the wheat taste of breakfast milk. In addition, the color matching is also very beautiful, giving people a small and fresh feeling. These aspects of packaging design highlight the humanized design concept of Mengniu breakfast milk.

Second, the packaging positioning

Packaging positioning divides the information to be transmitted into three basic aspects: who sells the products, what products to sell and to whom. Packaging design is positioned from these three aspects, namely product positioning, brand positioning and consumer positioning.

1, product positioning. Mengniu breakfast milk should be its characteristic and functional orientation. This product is aimed at the nutritional needs of consumers for breakfast, especially the breakfast time.

2. Brand positioning. The brand of Mengniu breakfast milk should be positioned to highlight the font image and color of the brand. The most striking upper left corner of the front design of Mengniu breakfast milk is the crescent-shaped trademark logo of Mengniu Group, followed by two black Mengniu characters to highlight the brand name.

3. Consumer positioning. The consumer orientation of Mengniu breakfast milk starts from the physiological characteristics of consumers and attracts customers' favor according to people's demand for nutritional elements in the morning.

Third, the starting point of packaging conception

1, the conception method of packaging design

The packaging design of Mengniu breakfast milk adopts Lenovo concept. The small alarm clock pointing to seven o'clock reminds people of breakfast time; At the same time, the cartoon design of wheat ears reminds people of the taste of wheat fragrance; The turquoise color also gives people a fresh feeling.

2, the concept of packaging design breakthrough point

(1) from the brand of goods. Mengniu breakfast milk first cut into the brand Mengniu, and shaped the font and logo of Mengniu brand in the conspicuous position in the upper left corner.

(2) Starting from the raw materials of commodities. A very successful point in the packaging of Mengniu breakfast milk is the design of wheat ears, walnuts and other patterns, which are the raw materials of Mengniu breakfast milk, highlighting the different tastes of breakfast milk (wheat fragrance, walnuts and other tastes), so the concept of Mengniu breakfast milk should be cut from the raw materials of commodities.

(3) cut in from a certain characteristic of the commodity. Mengniu breakfast milk, as its name implies, is a commodity prepared for consumers' breakfast, which is also a remarkable feature that distinguishes it from other commodities. Mengniu breakfast milk just seized this feature and designed a cute little alarm clock pointing to seven o'clock. From this point of view, the packaging design of Mengniu breakfast milk is cut from some characteristics of the goods.

Fourth, the thinking mode of packaging modeling design

The container packaging of Mengniu breakfast milk belongs to carton packaging. This design is in line with the basic principles of packaging container design. The package can not only effectively and safely protect the milk inside, but also be very convenient and convenient to use. At the same time, the carton-shaped milk packaging conforms to the international popular trend and trend, which is not only convenient for transportation and storage, but also recyclable and convenient for recycling. In the thinking mode of container, the design of Mengniu breakfast milk follows the method of surface texture treatment, which only obviously treats and designs the outer surface of the carton.

Five, the visual elements of packaging arrangement form

Graphics, colors, characters, textures and shapes are the major visual expression elements of packaging design. These elements not only have their own appeal function, but also cooperate with each other to form the overall image of commodity packaging.

1, combined image

Mengniu breakfast milk adopts a joint method, arranges different visual images, and arranges elements such as graphics and characters into a group in a modest way, which makes consumers seem to think that the outer packaging design of Mengniu breakfast milk is patchy and well-spaced.

2. Intensity and recognition of visual elements

The characters, patterns and colors of Mengniu breakfast milk are properly and orderly matched, which gives people a strong visual impact. The intensity and recognition of its visual elements are high.

3. Organizational level

On the basis of the combined image, Mengniu breakfast milk is divided into basic units according to color, texture and shape with the idea of stratification, and treated at different levels, which makes the packaging design of Mengniu breakfast milk look more harmonious.

The packaging design of Mengniu breakfast milk is relatively successful, which is worth learning and learning from the majority of food enterprises. In the fierce market competition, packaging design really plays an important role in the sales and circulation of goods. Therefore, enterprises should attach importance to the design art of packaging and decoration.

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