Packaging Design and Market

With the development of social business and culture, packaging and decoration have become an important part of the social market economy. Commodity packaging and decoration design is a means of conveying product information, propagating goods, and promoting the sale of goods. It is a "silent salesman" of goods and a "clothing dress" of goods. The packaging of a good or bad product not only reflects the quality of the product, but also affects the consumer's trust in the manufacturer and the merchant. It even affects a product and an enterprise in an invincible position in the market competition. Important role.

The performance, characteristics, use value, scope of use, and object of use of each commodity are not the same. For example, some are general-purpose daily necessities, which are low in cost, are cheap and attractive, and pay attention to small profits and quick sales; some are high-end products, such as electrical appliances, which have high costs and high value-added products...

This requires the designer to conduct a market survey before designing, including the following:

1 Do a lot of research on consumers and the market to find out about which areas, which people, and what their age, occupation, ethnicity, and purchase methods are.

2 Understand the market supply and demand situation.

3 The forecast of the development trend of the product.

4 Comparison of market-dead products in packaging and decoration design in vertical (different periods) and horizontal (different countries, regions, and ethnic groups).

According to the situation of the market survey and the attributes of the products, the corresponding design plan is determined so as to achieve the design work that satisfies the customers and is welcomed by the consumers, and the binding points that are consistent with the market economy are found to create value for the products.

The following describes the relationship between packaging and decorating design and the market through an example of actual operation.

At the end of 1997, a company was preparing to develop a calcium supplement, ultra-fine bone meal. They entrusted me with designing for packaging design. After market research, analysis, prediction and customer requirements, I A number of scenarios have been designed. Here are three of them:

Option One: In view of the hot selling months of calcium products in the market at that time, the calcium-deficient population was mainly characterized by pregnant women and children. It was named “Mummy Treasure”. The main decorative surface of the package was based on a yellow background. Wearing a red vest. The young mother with black hair and short hair embraces a healthy and lively child and is accompanied by the artistic variant “Mummy Po” with a childlike touch. The whole picture is warm, healthy and lively.

Option 2: Due to its product--biological products with high scientific and technological content, market research shows that calcium deficiency is a very common phenomenon. Not only pregnant women and children lack calcium, but also calcium deficiency in middle-aged and elderly people. Even young people also exist. Calcium deficiency problem. In addition, supermarkets and warehouse-style sales are becoming more and more popular. Taking into account the display effect of shelves, it has been decided to design a series of high-end modern products. The product name "Sperm Calcium" has a gradient pattern, and the art linking character "Spirit Calcium" runs through the entire decoration from left to right. Colors use coffee, green, and orange as the main colors of middle-aged, ordinary, and maternal and child types. The entire design is modern, and the patterns and colors strongly suggest the characteristics of the contents.

Scheme 3: The raw materials of the products are made of beef bones. To highlight the origin of the Yunnan Plateau, which is a feature of pure natural products, the design uses a canyon fresco. The picture is a scene of people hunting in ancient times, and the name of the product is fresh. "Bone meal", the entire picture implies that from ancient times, humans knew how to obtain nutrition from animals. However, in the modern era, people are supplementing nutrition in a more convenient way with the development of high-profit technology.

Among them, Option Two and Option Three participated in the "First China Design Art Exhibition" and both received favorable comments. The third proposal also won the Excellent Works Award.

With the development of the market economy, the competition between products will become more intense. After the market is eliminated, a few products will gain a firm foothold, and their status of short-term success will become increasingly prominent. Therefore, our country's products must have their own strength, but also have a good packaging, with distinctive features of "clothing", so that it will not be drowned by the market's rapids.

Source: Sansong