In today's fierce commercial competition, with the improvement of people's quality of life, there is a higher demand for brand image and personality of product packaging design. Consumers' psychological and spiritual needs for goods have long been more important than their physical and material needs, and personality display is also more important than social performance. Without these basic product packaging design positioning, no matter how excellent your technology is and how high your input cost is, it is difficult to have an impact. It is very important for designers to distinguish the target consumer groups of products, how to convey what you know about them to others, how to strengthen people's recognition, appeal and popularity, and target the consumer groups of product packaging. Therefore, packaging can establish brand image and show brand personality, and become the main means and important component of brand building. According to the characteristics of the target consumers, a good packaging design scheme can be made, and good income and profit can be obtained in product marketing. For designers, it is of great significance to grasp the style and characteristics of focus packaging.
Designers make different types of product positioning according to the personality, age, occupation, hobbies and economic conditions of male and female consumer groups. The specific style characteristics of focus packaging mainly include the following aspects. A, animal style children's products packaging. Generally, children over 2 years old like animals very much, such as frog prince brand skin care products. Children can play with cute frog images, and bright and lively colors attract children. In the gaudy children's packaging, the design full of neatness and modernity is very outstanding. The animal image used in this product packaging is very lively, which makes it easy for parents to make a purchase decision. Second, the space style children's toy packaging. Astronomy, space and science and technology have eternal charm for little boys. Science fiction themes, outer space travel and planetary travel and other related mysteries and adventure themes packaged in various adventure actions are all magic weapons to attract children. According to children's psychology of seeking novelty, novelty and change, new materials and new ideas are applied to packaging design to enhance consumers' freshness and induce their desire to buy. Third, the princess style stationery packaging. Fantasy and fairy tales provide rich materials for little girls' packaging design. For example, clear photos and beautiful illustrations such as Snow White and Cinderella on children's schoolbags and light pink tones are very attractive to girls, and baroque castles, princes, little red riding hood and elf-like characters bring warm experience and imagination to girls, thus cultivating children's rich imagination.
Fourth, urban style record packaging. Suitable for boys and girls. CD packaging with distinctive personality, made of kraft paper, is simple and modern, and mostly uses black and white photos of urban scenery, screen printing, and the trademark is contrasted with bright solid color and steady gray color, conveying a distinct impression, slightly youthful melancholy and unique. In addition, the packaging design is also inspired by urban graffiti and splash colors.
Fifth, supplement energy style sports drinks. Suitable for young men, energy-supplementing elements such as taurine and various vitamins attract buyers who advocate nature. For example, the packaging of Pepsi-Cola drinks uses pure green and blue colors, fresh and clean water drops, and moving people. Give people a fresh and cool feeling. The combination of technology, high performance and speed gives people the feeling of sufficient energy. Black, silver, white and background colors used as solid colors can express a sense of science and technology. These designs can convey a natural, fresh and technological power.
Romantic Valentine's Day gifts, pastry and cosmetics. Suitable for adult women aged 25-34, professional women, the colors are mainly pink, purple, black, light blue-green and brown, which gives people a sense of implication and nobility. The wallpaper patterns with different textures, accessories such as bows, lace-like lace, fishnet materials and ribbons are very feminine, and are mainly used in lipstick, eye shadow, cream and skin care products to maximize the integration of fashion and romance.
Seven, fashion avant-garde style beauty cosmetics, functional drinks. Suitable for young women aged18 ~ 25, who are intelligent and have strong spending power. Like fashion, health, charm and interesting things, and change their appearance regularly, such as hairstyle, eye shadow and hair accessories. Frequently patronize brand cosmetics retail stores. The visual elements of packaging mainly adopt dynamic circles, retro circles, romantic grass patterns and psychedelic graphics, and the colors adopt deep purple, light purple and classic black to express the feeling of luxury, which are mainly used in the packaging of personal make-up brands, candy and fashion accessories, and are the ultimate love of young fashionable women.
Eight, traditional elegant style jewelry, jewelry packaging bags. Suitable for adult women, the packaging bag is made of materials with strong contrast, reflecting the classical and modern. The materials are linen, smooth and glossy blue-purple ribbon, knitted fabric full of diamonds, the application of laser cutting technology, and the color is matched with gray-tone packaging and dark purple-red ribbon, which perfectly combines tradition and modernity.
Nine, pay attention to detail design style high-end food and health care products packaging. For some people who like to collect antiques, calligraphy and painting, it is suitable for adult men. For example, the health care products are packaged in three-dimensional stone carving flower patterns, with simple black and white photos and modern typesetting, and the fonts are sans serif, combined with the natural and healthy colors of health care products, the products give people a feeling of high-grade, exquisite and unique.
Ten, luxury gift packaging style super high-end products, jewelry. Suitable for middle-aged men and women, the packaging has the meaning of luxury and nobility, and has the characteristics of originality and individuality. It seeks the typical representative of innovative design changes, the quality of manual craftsmanship and precious and rare styles, such as the packaging of high-grade cocktails and high-grade olive oil. The limited edition walnut box, special leather, glossy treatment, decorative font and specially made bottle shape are adopted to make the product packaging convey a precious and unique style.
Eleven, nostalgic style family toolbox, sewing tools, cake decoration packaging, suitable for housewives. The exterior of the package is designed with illustrations from the 1920s to 1930s, showing the girl's adventure. The interior of the package is decorated with colored stripes, which looks practical and fashionable, and makes the tedious housework interesting and relaxed.
Twelve, modern style cosmetics, bath, skin care products, household items packaging. Suitable for young and fashionable mothers, fashionable and elegant colors give people a simple, neat, pure and modern feeling. The font design is full and round, and the graphics are kind and gentle, conveying a relaxed, soft and modern temperament. Thirteen, classic style wine, coffee, tea, perfume, high-end food packaging. Rich materials such as leather and walnut are used to convey the sense of history and tradition. The colors are mainly dark blue, gold and color stripes. Exquisite bottle shape reflects rarity and preciousness. For example, the design of a series of tea sets is a classic design from materials to technology. When you taste tea, you can savor the sense of poverty and indifference. There is a sense of culture and artistic conception.
Fourteen, natural and healthy style of organic green food, health care products packaging. Suitable for adult women aged 30 ~ 50, the emotional connection between man and nature cannot be interrupted, because the environment in which man lives is a part of nature. Organic green packaging mainly emphasizes the sense of quietness and the efficacy of natural ingredients, such as whole grains and spirulina products. It adopts soft color photography style to reflect truth, beauty and freshness, and uses interesting graphics and illustrations to convey delicious, healthy and excellent quality. Fonts with decorative lines have a traditional feeling, emphasizing quality, taste, perfection and durability. Packaging colors are beige, earthy, symbolizing beauty, and strong bright colors convey the excellent quality of health care products. Make the package look natural, healthy, nutritious and delicious.