How to extract brand value from product packaging design

In the field of visual communication, in order to make the product packaging highly personalized, the creativity can be well implemented, and the consumer can be impressed, the performance of the packaging design is inseparable. The core of packaging design performance is to consider two issues of what to express and how to express - the focus of performance, the angle of performance, and the method of performance.

Product packaging reflects the focus of the brand

The focus of performance refers to the concentration of content and the prominence of visual language in the packaging, which solves the problem of what to express. Consumers' attention to product packaging design is constrained by both space and time, so in the process of product packaging design, it is necessary to well grasp the key factors of product performance, and strive to infect consumers in limited time and space, so as to stimulate consumption purchaser's interest.

① For the products of high-profile companies, the trademark or brand name can be used to express the key points in the packaging design to strengthen the power of the brand.

As a part of a brand, a trademark is the most basic and most important function to distinguish it from other products or services. It includes whether consumers have a sense of identity with the reputation, quality and personality of a product or service. It can not only increase the sales of merchants' products, but also greatly reduce the time and energy consumers spend on purchasing products.

② For products or new products with their own characteristics or some special functions, the image of the product itself can be the focus in the packaging design, and it is required to be concise and eye-catching, and at the same time, the image of the product is required to be real and vivid to enhance the appeal of the product.

③ For products with strong user targeting, the packaging design can focus on the image of consumers, requiring intuitiveness, so as to facilitate consumers to identify and purchase.

④ In addition, it is also possible to focus on the characteristics of the origin of the product to highlight the regionality of the product; focus on the efficacy of the product to display the excellent quality and performance of the product. In short, the determination of priorities should be based on careful comparison and analysis of relevant data on consumers, product characteristics, and sales methods.

The performance angle of the product packaging brand

The performance perspective is the in-depth thinking after determining the focus of performance. When the focus of the performance is determined, the designer should specifically consider the performance, the entry point, find the best performance angle, and carry out the design work in a targeted manner.

① Emotional performance. Emotion is the psychological reaction that people give affirmation or denial to objective things. It refers to people's attitude towards things around them and themselves, as well as their own behavior, and it is also the attitude or experience of whether objective things meet their needs.

② value performance. People's different evaluation standards and advocacy of things have formed different values. Values ​​vary by country, region, ethnicity and class. Under the influence of different values, people will have different consumption concepts, some pursue fashion, some pursue practicality, some pursue noble and elegant, some pursue high quality and low price, and some pursue distinctiveness and so on.

When designers are designing packaging, if they can start with this concept and design performance, let users use the product to express their life proposition, life attitude and value concept in the process of consumption and use, so that the product will have a large number of. loyal consumers.

The way of expression of product packaging design

The expression method is the artistic method adopted in order to reflect the characteristics and culture of the product, as well as the designer's emotion and attitude. The expression method and form are mainly to solve the problem of how to express. Good expression is the vitality of product packaging design, and the expression can be divided into direct expression and indirect expression.

The direct expression is to express the content itself. In addition to the commonly used window packaging, transparent packaging and physical packaging, the most commonly used is the use of photographic pictures to express.

Indirect expression, using metaphors to make people understand specific things and specific images; using symbolic methods is mainly reflected in the use of the common understanding of most people to express a certain meaning of a brand and a relatively abstract commodity. Attributes.

Use the Lenovo method. The idea of ​​association is a way of expressing from here to there. It mainly guides the viewer's cognition in a certain direction with the help of a certain image, so that the viewer can make associations. This association can be used to supplement the lack of direct explanation on the screen. s things.