Eye-catching
Packaging design should play a promotional role by first attracting the attention of consumers, as only products that attract their attention are likely to be purchased. Therefore, packaging should use novel and unique shapes, bright and eye-catching colors, beautiful and exquisite patterns, and unique materials to create eye-catching effects and generate strong consumer interest at first sight.
The unique and novel design can attract the attention of consumers. For example, the shape of wine bottles is generally cylindrical, and some bottles use imitation shapes to design complex anchor or human shapes. In a batch of wine bottles with cylindrical or rectangular shapes, they will appear very prominent and beautiful.
Color beauty is the most easily perceived by people, and some market scholars even believe that color is the first factor determining sales. They have found in long-term market research that some colors used as packaging for products can make them surprisingly difficult to sell, and gray is one of them. They believe that this is because gray is difficult to arouse people's hearts and naturally makes it difficult to generate the impulse to purchase. They proposed that red, blue, white, and black are the four major sales colors, which were discovered when creating and comparing images of red, blue, white, black, green, orange, yellow, and brown. Taking red as an example, it has the highest number of images and is the most strongly related to life, such as the sun, fire, and blood. Therefore, red is the easiest to excite people. Blue, white, and black are also closely related to the sun, which always hangs high above the blue sky. As soon as the sun sets, the sky darkens. When the sun rises again at dawn, the sky in the east turns into fish belly white. These four colors are important colors that dominate our daily life rhythm. When used as sales colors, they can arouse the favor and interest of consumers. This analysis has a certain degree of rationality. Patterns work in combination with colors. The paper box packaging of the "Snow Lotus" brand cashmere sweater is soft light green, with a protruding white snow lotus flower pattern on the box, which is particularly elegant and eye-catching. There is a brand with an antique black pattern on a red background outside the bottle of "Western Han Ancient Wine". The packaging box has four strong and dignified black seal scripts on the withered grass yellow background, resembling an old man telling a distant story. In a row of colorful wine bottles, its unique style is very eye-catching.
Generally speaking, the packaging pattern should focus on highlighting the brand trademark, fully displaying the characteristics of the brand trademark, so that consumers can immediately recognize a certain factory's products from the phonetic symbols and the overall packaging pattern, especially for branded products and branded stores. The eye-catching trademark on the packaging can immediately attract consumers. The changes in packaging materials have also attracted people's attention. Porcelain gifts exported from Shandong are creatively packaged in hand-held boxes woven from corn husks, which not only fully utilizes the surplus labor force in rural areas, but also turns a large amount of cheap local materials into folk style and elegant industrial packaging. Compared to ordinary paper box packaging, it is more artistic. The famous Sichuan product "entangled silk rabbit" food was originally packaged in a red rectangular cardboard box, with fine bamboo strips woven into an exquisite cylindrical container, which is unique and beautiful, forming an unforgettable impression.
concept
In the past, the traditional painting theory in our country was mostly based on the "self painting and self explanation" of great painters, from Gu Kaizhi of the Eastern Jin Dynasty and Xie He of the Southern Dynasty, to Wang Wei of the Tang Dynasty, Su Dongpo of the Song Dynasty, Dong Qichang of the Ming Dynasty, and Shi Tao of the Qing Dynasty, who collected the culmination of traditional Chinese painting theory. Later, when "painting" and "words" were separated, the so-called true theory emerged. However, theorists are still theorists who can always find some innovative and innovative ideas. I believe that design is also the same. After all, what is most "useful" is still in their own minds.
The main responsibility of design art is to give form to content. Without innovation, there is no influence. Once upon a time, I thought that design art must be shown to others. Later, I realized that it is more of a form of self-cultivation, where one can express their own voice through visual language. I know that so-called "cultivation" also needs to be shown to others. Otherwise, why do we always strive to cultivate better?
The so-called "design art" often complicates simple things and simplifies complex things; Concretize abstract things, abstract concrete things; Blurring clear concepts, blurring vague concepts, and the mixed forms and expressions in these things are called "art", but in the end, I believe all of these actions are nothing more than for the needs of human mind and body.
Of course, doing a good job in design is not an easy task. It not only needs to be honed by time, but also requires patience and a down-to-earth professional spirit. To become a good designer, it is necessary to have a diverse background and a single proficient quality, because without innovation and repetition in design, one may degenerate into a craftsman. If design cannot reach the level of art, it is just craftsmanship. Pursuing innovation alone is only about showcasing personal talent, and uncivilized qualities will inevitably result in limited outcomes. If there is no culture to feel something, it is just a simple thing, and if we only pursue culture, it is only simple and meaningless. Therefore, I believe that only concepts like "new" or "culture" that go beyond simple levels are the true pursuit of designers.
In design creativity, sometimes I often face some uninteresting and boring elements, and I often turn these uninteresting elements into interesting design semantics to do. Or it is precisely this uninteresting integration that inspires me to create designs with unique value. Although masterpieces are always rare in a person's life, every time they complete a design work, they feel that the seemingly unfinished good work has not yet come out. Perhaps it is this mentality of far from completion and cultivation that drives oneself to constantly pursue and surpass oneself.
The ancients said: Life is like a white horse passing through a gap, and it is not easy to go through more than 30 years of design. Looking back on the past, it was an era of infinite creativity, with scenery accompanied by pressure, constantly tense and breathless. Looking back at the emotional and behavioral trajectories left behind, I have no reason not to showcase my thoughts, thoughts, insights, and my own design works. Therefore, I came up with a book that tries to have some design ideas but is not obscure. Through objective representation, it reveals the basic problems and core spirit of design, which can bring readers depth of thought and provide a summary of my 30 years of design experience.
Today, looking at the changes in the world, the restless and restless years of the early years have passed, and the dreams of resentment and salvation have gradually faded away. The journey of the mind is like a natural life form, from surprise, impulse, and chaos to calmness. When I was "not confused at forty", I often lamented Confucius's words and believed that the synonyms of "not confused" were "firm" and "unwavering". However, people in their fifties still don't believe in fate, they just don't have as many blind actions as they did when they were young. They have a more rational and objective understanding of problems and things. I think this is the harvest season in life.
Therefore, I have also started to "draw and speak for myself". Starting from the big design concept, talk about the people and things related to it, as well as your own experience in design practice, to express your understanding and feelings about design. Try to look at design from the perspective of stepping out of the box, just like stepping out of the box to see the box. Perhaps this way, you can see more clearly and comprehensively. Nevertheless, there is often a feeling of "not knowing the true face of Mount Lu", sometimes feeling but not seeing, and seeing but not speaking, often carrying a feeling of "unable to explain clearly, the way is unclear".
Favorite impression
That is to say, the shape, color, pattern, and material of the packaging should be able to evoke people's feelings of love, because people's likes and dislikes play an extremely important role in the impulse to purchase. Good impression comes from two aspects. Firstly, it is practical, that is, whether the packaging can meet the various needs of consumers and provide convenience, which involves the size, quantity, and beauty of the packaging. The same skincare cream can be packaged in large bottles or small boxes, and consumers can choose according to their own habits. The same product with exquisite packaging is easy to choose as a gift, while those with slightly inferior packaging can only be used by themselves. When the packaging of a product provides convenience, it naturally arouses consumer favor.
Favorite feelings also come directly from the shape, color, pattern, and material of the packaging, which is a comprehensive psychological effect closely related to individuals and their personal atmosphere environment. In terms of color, everyone has their own favorite and disliked colors, which cannot be forced to be uniform, but there are also commonalities. For example, most women like white, red, and pink, which are called feminine colors. The packaging of women's products using white and red can attract women's love. And men prefer solemn and serious black, which is also known as male color. The packaging and black of male specific products can be favored by men. Different ethnic groups have different preferences for colors, known as ethnic colors. Americans like yellow, and products packaged in yellow are popular, such as Kodak color film, products from the world's largest construction machinery manufacturer, Cadapira, cosmetics from Kurero, and sunscreen from Marcus Fakuta. But Japanese people don't like yellow, and using yellow packaging in Japan often doesn't sell well. Some people believe that Americans like yellow because of their love for blonde beauties, and also because in the hot areas of their southern states, the sun looks golden. We won't delve deeper into the mystery here. This kind of national preference psychology is also relative and changing, and we only emphasize that feelings of liking and disgust can influence purchasing behavior.