In the era of surplus goods, packaging is the key factor to determine whether consumers will quickly form a purchase decision. Therefore, packaging has become a necessary factor in the process of product branding. Packaging can not only protect goods well, but also help to promote consumers' desire to buy.

① Target consumers. Finding out the target consumers attracted by packaging design is the first step towards the success of packaging design. Brand packaging should accurately convey the characteristics of goods, so that consumers can obtain accurate commodity information in a short time. In order to establish product brands, enterprises need to study the role characteristics of typical target consumers, including their preferences, motivations, wishes and other representative products they use. In short, a clear understanding of the target consumers will make the packaging design well received by consumers, and then attract consumers' decisions.

② product positioning. Product positioning determines the position of products in the market and provides the basic direction for design. When the marketing factors are clear, the goal of packaging design will become more and more clear. The method of packaging design depends on the goal setting, such as the development of new products, the series development of existing brands, and the repositioning of brands and products.

Designers often adopt different design methods in order to highlight the quality and attributes of products when designing packaging for products. These methods can convince consumers to trust the quality of products, develop differences that can distinguish products from competitive markets, or focus on promoting certain factors of the brand itself.

Designers often try their best to extract simple and easy-to-understand graphic symbols from an idea or concept to help consumers build brand awareness. As a visual mode, consumers will interpret symbols in a specific way because of the influence of certain cultural and social norms. For example, seeing the design of cows will be associated with milk, and seeing basketball will be associated with sports. There are three kinds of symbols: symbolic symbols, concrete symbols and abstract symbols. A symbol is a symbol of a concept or thing.

Figurative symbols usually simplify the image of things or people and extract the characteristic images that can be recognized immediately. Abstract symbols can not only be divorced from the realistic representation of real things, but also express them. Packaging designers use these symbols to make consumers quickly realize the characteristics of a product and leave a deep impression on them.

Brand operation is to create a unique name and image for a product and make it deeply rooted in people's hearts through advertising and packaging. The purpose of brand operation is to establish the unique positioning of products in the market and attract and retain target consumers. Brands usually convey certain characteristics and attributes of products. If a brand wants to succeed, its excellent quality must be authentic, and this quality must run through the whole packaging design, including the quality of outer packaging, inner packaging, selected graphics and materials.

Color is a real thing in the objective world, and it has no emotional component. Color can attract people's attention, highlight the theme of packaging design, and arouse consumers' goodwill and buzz. Color is also a romantic and complicated language, which can directly penetrate into people's hearts and affect the spiritual world of human beings more than any other symbol or image. Color promotes the business philosophy and brand characteristics of enterprises through sensory stimulation, which is conducive to the shaping of corporate image and brand image. Color can also play a role in deepening consumers' memory, and then leave a deep impression on consumers.

When packaging images are effectively applied to packaging design, they will have a deep visual impression. Graphic representation is an indispensable part in product packaging design. Graphic language is intuitive and vivid, more direct and clear than written language, and is not affected by language barriers. Graphic language can break through the limitations of language, culture and region through visual appeal. Reasonable, interesting, realistic and attractive graphic design stimulates consumers' interest in further reading and directly triggers consumers' desire to buy. Therefore, graphic design dominates the success or failure of packaging.

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