What skills are needed in packaging design?

Clothes make the man, and food depends on packaging. We often say eye-catching In this era of looking at faces, the creativity and innovation of packaging design has also become the primary condition to catch consumers' attention. Although we all know that the quality of packaging design is not equal to the quality of enterprises, consumers will have preconceived ideas. If an enterprise doesn't even pay attention to packaging design, how can it pay attention to product quality? Zhonghui Design believes that quality is the first thing to evaluate products, but after quality, packaging design is more important.

1

Explore the competitive environment

Before starting the design, we must first understand what kind of market this product can enter, and then go deep into the market to conduct research and ask questions from the brand point of view: Who am I? Can I make consumers trust me? What makes me different? Can I stand out from many competitors? Why do consumers choose me? What is the biggest benefit or advantage I can bring to consumers? How can we establish emotional connection with consumers? What tips can I use?

The purpose of discussing the competitive environment is to promote brands and products by using differentiation strategies in similar products, and to give consumers reasons for choosing such products.

2

Establish information hierarchy

The organization of information is a key element of frontal design. Broadly speaking, the information hierarchy can be divided into the following levels: brand, product, variety and benefit. When designing the front of packaging, Zhonghui Design requires designers to analyze the product information they want to convey, sort it according to its importance, and establish an orderly and consistent information hierarchy, so that consumers can quickly find the products they want among many products, thus achieving a satisfactory consumption experience.

three

Create the focus of design elements

If a brand has enough personality, can it stand on the market? Not necessarily! Because designers also need to know what the most important characteristic information needs to be conveyed by products, and then put the main information that highlights the characteristics of products in the most eye-catching position on the front. If the brand of the product is the focus of design, we should consider adding brand characteristics next to the brand trademark. You can use shapes, colors, illustrations and photographic pictures to strengthen the focus of the brand. The most important thing is to let consumers find products quickly next time they shop.

four

Simple rule

Less is more, which is a kind of design wisdom. Language expression and visual effects should be kept simple to ensure that the main visual tips on the packaging can be understood and accepted by the public. In general, two or three descriptions will have the opposite effect, and too many descriptions of advantages will weaken the core information of the brand, which will lead consumers to lose interest in the product in the process of buying goods.

Remember, most packages will add more information on the side, which is what shoppers will pay attention to when they want to know more about the products. They need to make full use of the side position of the package, and they should not take it lightly when designing. Zhonghui Design believes that if the rich product information can't be displayed on the packaging side, we can also consider adding a tag to let consumers know more about the brand content.

five

Communicate value with visual effects.

It is almost always a wise choice to display the internal products by setting a transparent window on the front of the package, because consumers want visual confirmation when shopping.

In addition, shapes, patterns, graphics and colors all have the function of communicating without language. We can make full use of those elements that can effectively display product attributes, stimulate consumers' desire to shop, establish emotional ties among consumers and highlight product texture to create a sense of belonging. It is suggested that the pictures used should contain elements that can reflect the characteristics of the product, and at the same time integrate elements of lifestyle.

six

Pay attention to the unique laws of various commodities.

No matter what kind of product, its packaging design has its own laws and characteristics, and some laws need to be strictly followed. Some rules are important, because doing the opposite may make emerging brands stand out. But for food, the product itself can almost always become a selling point, so food packaging pays more attention to the realistic reproduction of food pictures in design and printing.

On the contrary, for pharmaceutical products, the physical characteristics of brands and products may be secondary-sometimes even unnecessary. The parent brand logo may not need to appear on the front of the package. However, it is very necessary to emphasize the name and use of the product. Nevertheless, for all kinds of goods, it is still necessary to reduce the confusion caused by too much content on the front of the package, and even adopt a very simple front design.

seven

We can't ignore the discoverability and affordability of products.

When designing packaging for a specific product of a brand, packaging designers need to investigate how consumers buy such products, so as to ensure that consumers will not leave doubts about product style or information level. Whether from the cognitive or psychological point of view, we should always remember that color is the first element of communication, followed by product shape. Although writing is important, it plays an auxiliary role. Writing and typesetting are the strengthening elements, not the primary elements of brand communication.