How to make your own packaging box design speak

In today’s era of fierce market competition and a large number of brands and product packaging flooding consumers’ eyes, how to make consumers recognize your products in the first time, how to make packaging speak, and how to make packaging an excellent "silent salesman" has been Become a big issue that manufacturers can't help but consider. After packaging design meets the basic requirements of packaging, what we should consider more is the connotation part of the design. If the concept of packaging design is the human body without clothing art wrapping and decoration; the manifestation of packaging design is human clothing, then the connotation of packaging design is human spiritual and cultural thought. A person's attire can reflect his thoughts and accomplishments, and packaging design can also reflect different connotations of products, brands, and companies.

　　 We must first find out the personality characteristics of the product, that is, find out the USP of the product. After the packaging design meets the basic requirements of the product, what we should consider more is the connotation part of the design. If the concept of packaging design is the human body without clothing art wrapping and modification, and the manifestation of packaging design is human clothing, then the connotation of packaging design is the person's spiritual and cultural thoughts. A person's attire can reflect his thoughts and cultivation levels, and the packaging design can also reflect different connotations of products, brands, and companies.

　　 After giving the product a humanized personality, the packaging design should also reflect the product brand culture. People of the same age have different personality traits, and the products are the same. Products of the same type also have their own characteristics. Comparing similar products to find out the similarities and differences, dividing the consumer class for the target market, positioning the product accurately, and conforming to the distinctive personality of the product, these are the first entry points for packaging. Take the Christmas gift box as an example. The packaging box highlights the culture of Christmas. In the packaging design planning, we have different selling points for the Christmas biscuit box series and the Christmas chocolate box series. The target consumer of the Christmas biscuit box series is people who have feelings for the biscuit culture; while the Christmas chocolate box series we mainly highlight romance In the gift packaging design, we mainly highlight the role of traditional culture on consumers.

　　Packaging box design is the accumulation and reflection of corporate culture image. The packaging is designed for the product, and the product comes from the enterprise, and the packaging design undoubtedly reflects the cultural image of the enterprise. For example: Coca-Cola's packaging design not only gives product brand connotation. The vigorous and enthusiastic entrepreneurial spirit has penetrated all over the world. Whenever Coca-Cola packaging appears, people will always feel the inherent cultural essence of the Coca-Cola Company.

　　Packaging design should reflect a certain regional culture. This is particularly prominent in the packaging design of the food industry. For example: the packaging of tea, Europe and the United States only understand tea as a simple beverage, while the Orientals infuse tea with more cultural concepts, thus forming the unique "tea culture" of the East, and the natural tea packaging of the East and the West The style is also different. Another example is wine packaging. The understanding of wine in Europe and the United States tends to be a symbol of power, giving it a noble and luxurious image. The packaging also uses gorgeous shapes and colors. Even the popular beer can be seen in the packaging design style. Pursue the powerful side. The Orientals tend to be spiritual towards wine, giving it more emotional color. The ancients often said about wine poems, or used wine to drink when relatives and friends were reunited or separated. It was more to express emotions through wine. Therefore, the packaging was mostly on the spiritual side. On the whole, it was fresh and elegant, which attracted people's imagination and reveries. .

    The performance of packaging design is usually composed of three-dimensional package design and flat decorative design. The three-dimensional shape forms the basic shape of the packaging. In recent years, with the development and utilization of new materials, more space has been provided for packaging design. Traditional materials such as paper, wood, cloth... are no longer the only options. New recycled materials and environmentally friendly materials have also given packaging design more forms of development. From the perspective of graphic decoration, the use of color no longer stays in the traditional understanding. For example, in the food industry, the traditional concept believes that warm colors that are easy to produce appetite should be used in design, but such as "interesting food" in color The blue color used in traditional industrial packaging design is used, while the orange color used in the food industry is used for "Tide" washing powder. There are many such examples. Their uncharacteristic color concept left a deep first impression on consumers, made the product brand image deeply rooted in the hearts of the people, and played a non-negligible role in increasing sales. In addition to the color factor, graphic text is also a factor that cannot be ignored in the plane visual effect, such as "Fun Duo Duo", "Tide" and other products. People did not include them in the ranks of industrial products or food. The reason is that while changing the color, the designer firmly grasped the original essential features of the product, and accurately reflected the product information in elements such as pictures, graphics, and visual symbols. This is the reason why packaging design wins in plane vision, and it is also the rule of winning.