What is the design orientation?

Question 1: 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 positioning. Design orientation is mainly a way to solve design ideas, emphasizing 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 protection and beautification of packaging for 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 often mentions 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 to be transmitted into three basic factors:

First, brand positioning, also known as brand 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. Mark what it sells on the picture of lotus flower in packaging and decoration, so that buyers can quickly identify what kind of goods it is, what characteristics it has, and whether it is cheap or expensive.

High-end goods

The third is consumer positioning. Let consumers know at a glance who the product is for and who it is sold to.

1. Brand positioning, packaging design positioning

The significance of brand positioning is to show consumers "who I am" and "what enterprise I represent". Trademark (brand) is protected by law after registration. At present, brand positioning is of great significance to promote sales when the mass consumer psychology attaches importance to brand names.

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 enterprise chooses one or more colors used in the group to express the image of the trademark, which becomes the "image color" of the enterprise products, making it easy for consumers to identify and remember. For example, Coca-Cola Company chooses big red and white, which can give people a strong visual impact; Qingdao Xiyingmen Group Company chose orange and golden yellow to express the festive atmosphere. It can be seen that these specific colors have formed the impression of brand color in people's minds.

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

(3) Because of its readability and non-repetition, the font image of a character brand has become one of the main means to highlight the brand personality. 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 related to their brands. Once the customer recognizes the product of the enterprise, it actually recognizes the brand of this product. If consumers think of Wahaha and Robust, they think of fruit milk and pure water. When it comes to McDonald's and KFC, it is associated with delicious fast food. This is an example of successful brand positioning. Brand positioning is mainly used for packaging design of well-known enterprise brands. Brand name is not only an identification symbol, but also helpful to market positioning, enabling it to strengthen its own positioning, participate in competition and form a lasting market advantage.

Brand positioning includes target consumer positioning, defining the scope of brand use positioning, celebrity endorsement brand positioning, on-site physical brand positioning and so on.

2. Product positioning

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

Product-oriented packaging design, the key of packaging design positioning is to highlight the product image on the main display surface of the packaging container, generally using photography (realistic or figurative) and hand-drawn (fitting) and other means. & gt

Question 2: The graphic of positioning design refers to the decorative pattern or auxiliary graphic of packaging, which can give full play to the visual recognition effect of packaging in combination with color. Graphics, including trademark images and series of icons, such as ice cubes and tea leaves on the bottle of "Uniform Iced Black Tea", are all conveying the characteristics of goods to consumers.

Question 3: Introduction of Positioning Design The word "Positioning Design" was introduced from abroad, and its English name is Position Design. Position is position and direction, and design is design. Therefore, positioning design refers to the design with clear goals and the design to solve the problem of conception method. In packaging design, we can emphasize the specific consumer groups, the quality of goods, or a special function of goods, and also highlight the colors and decorative patterns of packaging. It is clearly summarized as "accurately conveying commodity information to consumers and leaving a deep impression on consumers".

Question 4: What is the design orientation of packaging? This is explained in detail in the product part of marketing. This is the first P product in the 4P strategy.

Question 5: What are the positioning steps mentioned in mechanical design? A convex or concave step on a workpiece for positioning, which means that the two surfaces are connected but have different diameters or heights.

Question 6: What is the orientation of interior design talents? First of all, the interior design direction is basically divided into home improvement and tooling. See which direction you have considered.

Question 7: What is the orientation in structural design? Positioning mode:

The position of the building in the design is accurately realized in the field construction through the relationship between the horizontal and vertical axes and the general plan.

Question 8: What are the architectural design methods for product positioning of architectural planning and design?

● Master plan

I. Overview of the Project

First of all, you should be familiar with the design task book (provided by the owner) and the design points of the project (provided by the planning department). Our company mainly does real estate development projects, that is, residential projects.

1. Project design task book:

Define the product positioning, product composition ratio and product requirements of the owner.

2. Key points of project design:

In order to master the design points of the project and the planning and design specifications of the project location, it is important to clarify the economic and technical indicators of the project land. The indicators are broken down as follows:

(1) The total land area of the project, understand the land scale, and form a preliminary impression in your mind.

(2) The plot ratio of the project, knowing the ratio of residential buildings to public buildings. Form the basic impression of floor area ratio

A. Single-family villa project with plot ratio of 0-0.3

B.0.3-1.0 Pure townhouse, overlapping projects

C. 1.0 ―― 1.8 townhouse plus high-rise residential project

D.2.0―2.5 Small high-rise residential project (12F- 18F)

E.2.5―3.5 Middle and high-rise residential project (18F-24F)

F.3.5- 10.0 high-rise and super-high-rise commercial projects (above 30F)

③ Project coverage: define the calculation method of coverage.

A. Less than 25% are generally multi-storey buildings.

B.30%-35% of high-rise residential buildings.

C.50% commercial buildings and commercial projects.

(4) Green rate, which defines the calculation method of green rate within the scope of the project land.

Usually 30-35%. In some places, the project is tight, so it is necessary to make a greening analysis map.

⑤ Capacity-counting construction area, excluding capacity-counting construction area, to improve the floor area ratio.

A. Ground space above the ground

B. The construction area of overhead floors above the ground can be counted as non-plot ratio area, and some as nuclear plot ratio area.

C the definition of semi-underground building area is slightly different in different areas, and some areas with an area less than 1.5M can be regarded as semi-underground.

D. underground building areas and civil air defense building areas. Underground buildings are generally garages and equipment, and civil air defense. Parking spaces in underground garages can be arranged by professional companies, and we can make a general plan for civil air defense. The specific civil air defense design is designed by the Civil Air Defense Design Institute, and the civil air defense area is generally calculated by changing the projected area of high-rise buildings in residential areas.

⑥ Calculation of total number of households, total number of people and total parking spaces.

A. The parking spaces corresponding to the total number of households have different requirements for parking spaces in each area.

B supporting facilities and buildings corresponding to the total population 1000 people. For example, whether to build a kindergarten and its scale, a clean vegetable market and so on.

C. parking spaces corresponding to commercial buildings.

⑦ Open position, main entrance and motor vehicle entrance of the project land. It is helpful to solve the needs of traffic and project image.

⑧ The distance between the red line of the concession land for the project land and the building spacing between the concession land and adjacent plots.

Pet-name ruby understand the present situation and future planning around the project land.

Second, the draft general concept of the project.

After we are clearly familiar with the general situation of the project, we can begin to conceive the overall planning scheme. The land used in this project is different in size and shape, such as the land used in Ma Pingchuan, and the land conditions with great ups and downs. , and according to the characteristics of land use to make a general layout design suitable for land use and project positioning.

Thinking and drawing of the draft general plan.

1. Design method of drawing bubbles.

Draw the bubble circle of each group on the project land according to the functional layout and land use scope with a pen, emancipate the mind and draw it several times to form the general plan, and then connect each group and functional partition in series through the line shape.

2. Shaft design method.

The land used for the project is strange, regular or irregular. We can organically connect the land use planning with the axis method, so that it has bones and flesh. Design method using long axis and short axis. (straight axis and crankshaft) feels like fishbones, trunk branches of trees, veins of leaves, star maps of constellations and so on.

For example, the axis is used to determine the main entrance and exit of the project, the central courtyard, the group enclosure, the overall layout of the landscape sight corridor complex and so on.

3. Design method of large semi-closed welt.

That is to say, the general plan design method of combining the east-west building layout with the layout around the ground and forming a large courtyard space in the center is generally suitable for projects with less land and high floor area ratio. The south uses more, while the north uses less.

4. Design method of painting composition.

It is to pay more attention to the graphic aesthetic feeling of the general plane, and use the point-line-plane composition method according to the project requirements to pursue the plane composition and improve the overall layout.

5. Coordinate method, tiling and extrusion method.

According to the project land, set an X >>

Question 9: How to design and position the mobile phone? I don't know what your needs are! If you are developing software, the general system will provide an interface, and you can get the latitude and longitude by calling it directly. You can also use the third-party interface provided by a company like Baidu, which is more convenient to use!