What is the design orientation of packaging?

what is positioning design and packaging design positioning

positioning design is an important part of packaging design theory.

positioning, packaging design positioning, as the name implies, is to determine their own position. Design orientation is mainly a method to solve the design idea, which emphasizes that packaging design should be considered from the perspective of sales, and accurate information should be transmitted to consumers to give them a unique impression. The quality of positioning directly affects the sales of goods.

traditional packaging design mainly emphasizes the function of packaging to protect and beautify goods. With the development of market economy, the function of packaging design has changed fundamentally with the fierce competition in the market. The traditional packaging design concept has been impacted, and the positioning design theory has formed the main characteristics of modern packaging design.

without competition, there is no need for packaging design positioning. The fiercer the competition, the more it is necessary to create a positioning image beyond similar products. It can be said that whether the positioning is appropriate has become a key factor in whether the information can be accurately transmitted to consumers. The knowledge of food packaging has often mentioned that both product modeling, product packaging, advertising and other designs involve positioning issues. Therefore, we must understand the positioning idea and master the basic elements of positioning design.

second, the three basic factors of positioning design

positioning design divides the information that needs to be transmitted into three basic factors:

first, brand positioning, also known as trademark positioning and manufacturer positioning. Trademark positioning focuses on the expression of product brand information and brand image. Trademark and brand are the guarantee of product quality, and brand positioning is very important for the packaging design of new products and well-known products.

the second is product positioning. It marks what it sells on the picture of the packaging and decoration, so that the buyer can quickly identify what kind of goods it is, what characteristics it has, and whether it is a cheap popular commodity or an expensive high-end commodity.

the third is consumer positioning. Make consumers clear at a glance who the product is for and to whom it is sold.

1. brand positioning, packaging design positioning

the meaning of brand positioning is to show consumers "who I am" and "what enterprise I represent". A trademark (brand) is protected by law after it is registered. At present, brand positioning is of great significance in promoting sales under the situation that the mass consumer psychology values famous brands.

brand positioning requires that the packaging screen mainly highlights the logo of the goods. When positioning with a trademark, color, graphics and words should be considered together.

(1) Color Every company has selected one or more colors used in the assembly to express the image of the trademark, which becomes the "image color" of the enterprise products, so as to make consumers easy to recognize and remember. For example, Coca-Cola Company chooses big red and white, which can give people strong visual impact; Qingdao Xiyingmen Group Company chose orange red and golden yellow to show a festive atmosphere. It can be seen that these specific colors have formed the impression of brand color in people's minds.

(2) Graphics in packaging design give full play to the expressive force of main graphics, which makes consumers associate graphics with the product itself in their impressions, which is conducive to the visualization and vividness of product promotion.

(3) The font image of a character brand has become one of the main ways to highlight the brand personality because of its readability and non-repetition. In registered trademarks, there are quite a number of characters, such as the world-famous Coca-Cola, Sony, Casio and so on.

The products sold by enterprises are often closely linked to their brands. Once customers approve the products of enterprises, they actually approve the brand of this product. If consumers think of Wahaha and Robust, they think of fruit milk and pure water. When McDonald's and KFC are mentioned, they are associated with delicious fast food. This is an example of successful brand positioning. Brand positioning is mainly used in the packaging design of well-known corporate brands. Brand name is not only an identifying symbol, but also helpful to market positioning, enabling it to strengthen its positioning, participate in competition and form a lasting market advantage.

brand positioning includes target consumer positioning, defining the scope of brand use positioning, brand positioning by celebrity endorsement, on-site physical brand positioning and other ways.

2. product positioning

the purpose of product-oriented packaging design is to enable consumers to quickly understand the characteristics, attributes, uses, usage and grades of the product through the outer packaging.

In packaging design with product positioning, the key to packaging design positioning is to highlight the image of the product on the main display surface of the packaging container. Generally, photography (realistic or figurative) and hand-drawing (fitting) are used to show the contents loyally, among which photography is very common, which can truly and vividly re-examine the texture and form of the product and fascinate the product. People are presented in front of consumers. In particular, it is unique in expressing the delicious feelings of various dung foods. In addition, for foods with good color, we should use containers with high transparency to hold products, or adopt the method of "opening windows" in a large area, which can improve appetite and facilitate consumers to buy.

Product-oriented packaging design can be considered from the aspects of product origin, raw materials, plus 1=, use, usage and grade.

(1) Location of product origin Some products have quality differences due to different origins of raw materials, so highlighting the origin can be a guarantee of quality. For example, the packaging of "Mengniu", "Yili" and other dairy products highlights the scenery of the product origin, which shows that the product comes from a fresh natural environment. Such a painting can indirectly make consumers know the product origin and production conditions, and can also convey a green environmental protection message: it shows that the product will not contain harmful chemical components, and it is a green food, which makes consumers feel at ease.

In addition, the packaging design with strong national flag style can effectively strengthen the product's origin identification, which enables consumers to know at a glance which family or region the product comes from. For example, the packaging design of native products in China and Japan often highlights the image of calligraphy, which has strong product characteristics and national spirit.

(2) Positioning the characteristics of the product Without characteristics, the product will not attract people's attention, and it is best to find a unique reason to make consumers interested in the product. Some similar products have the same quality, their respective expressions are also very close, and their sales prices are similar. How to highlight the unique characteristics of your own products, we must use our brains to explain a unique reason, the purpose is to let customers buy your products, not others.

(3) Product use positioning Because of the differences among consumers, it is required that products have diversified characteristics. For example, various brands of biscuits and instant noodles have prepared products with various tastes for consumers with different tastes, thus expanding the sales of diced noodles. Because of the different positioning points, it caters to consumers' psychology of buying goods.

(4) Positioning the time of product use If the product packaging gives consumers a specific sense of time, the positioning of packaging design can induce them to spend at a specific time. For example, the packaging of fresh milk can be divided into several packages with different weights and different expressions. Family breakfast is generally eaten in a large amount, so you can choose a package with a large capacity; As a supplementary meal for primary school students, small packages can be used, and the image and color of the picture should meet the interests of primary school students; For tourists to have a picnic on an outing, it shows the tourist atmosphere in the picture, and the number of packages can only consider the amount that an adult drinks at one time. In this way, consumers can understand and choose the goods they need through the design and text of the outer packaging. (Introduction to Advertising Design and Production)

(5) Product grade positioning Under normal circumstances, the price reflects the product quality level. Designers should consider the packaging design according to the product price and reflect the product grade difference through design techniques. Example: High-grade gift packaging is generally characterized by expensive materials, exquisite materials and exquisite processing. If it is printed, it requires high-grade paper, unlimited colors and the most advanced printing technology. The packaging of low-grade goods is generally characterized by low materials, ordinary materials and simple processing and production. If it is printed, it is paper-like, with less color, giving people the feeling of popularization. The grade of products must be compatible with the grade of packaging and printing, otherwise there will be so-called second-class packaging of first-class products or first-class packaging of second-class products, which is not conducive to product sales.

3. Consumer positioning of packaging design positioning

It is mainly to consider who the product is sold to. It is a good sales strategy to make customers feel that this product is specially designed for themselves or produced for their families and friends through the image of packaging screen.

(1) Realistic and concrete methods of positioning consumers' images are the most common. For example, baby nutritious food and dairy products usually choose a cute baby image to appear on the sales surface of the packaging, which stimulates consumers' desire to buy < P >.

An American company specializing in the production of cornflakes has a large scale and wide service. It locates the design according to the race, age and gender of consumers, forming a colorful series of packaging. The characters on each package are different, including black women and children, white people, teenagers and old people. When these packages are displayed together, the picture is very vivid, which makes different consumers have sufficient choices.

(2) Consumer psychological orientation The packaging design that considers consumer positioning from the psychological factors and lifestyles of people of different classes has almost no image of consumers on the screen, but applies abstract, frequent and indirect methods to express consumer psychological factors.

The packaging of the product "Yangzhong Chengyangcao", which is located as a local specialty, uses the slogan "Family ties and homesickness are all in Yangzhong Chengyangcao", and the word "salty Yangcaocao" in Gu Zhuo's official script highlights the implication of this product, which makes all Yangzhong people feel homesick at first sight, while non-Yangzhong people have curiosity to find out. Affection and nostalgia? What do they have to do? As a result, consumers psychologically have the basic packaging design orientation to accept this product.

This paper introduces three basic factors of positioning design. But in most cases, each package should highlight a key point. Because the main display screen of packaging is limited, too much content will dilute the impression of consumers. Put the key points to be highlighted in a prominent position, and put other contents in the back and side. What kind of information should be highlighted depends on market research, careful study of commodity information and market information, and understanding and mastering the position of waste products in the market. If the product brand is well known, it should be based on brand positioning: if the product has distinctive features and advantages, it should be based on product positioning, and if the consumer of the product is clear, it should be based on consumer positioning.