Brand packaging design concept

Standard 1: brand positioning

Positioning the brand is to define the core value of the enterprise and its brand.

When positioning the brand, don't underestimate the understanding ability of consumers now, and ask the possible problems repeatedly for the product, such as: Is this a unique value positioning? What are the main product advantages? Can it lead to the optimization of lifestyle? Can you help consumers get convenience?

For a new brand or an old brand in product extension, packaging designers should always keep in mind that attracting consumers' attention is the most important goal.

Rule 2: Explore the competitive environment

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.

Before starting the design, we must first understand what kind of market this product can enter, and then go deep into the retail market to conduct research and ask questions from the brand point of view: Who am I (brand)? Can I represent something tangible? Can I make consumers trust me? What makes me different? Can I stand out from many competitors? Why do consumers choose to buy 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?

Standard 3: Establish information level.

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 the package, you should analyze the product information you want to convey and rank it according to its importance. Establishing an orderly and consistent information hierarchy can help consumers quickly find the products they want among many products, thus achieving a satisfactory consumption experience. Saving consumers' shopping time when choosing products should always be the top priority of designers.

Vaska washing brand conveys special and concise information to consumers on the front of product packaging with transparent and clean design and minimal product advantages description.

Rule 4: Create the focus of design elements.

If a brand has enough personality, can it stand on the market? Not necessarily! Because it is also necessary to clarify the most important feature information that the product wants to convey to consumers. Therefore, packaging designers should consider, if a product has certain characteristics, what are they? Then, the main information that highlights the characteristics of the product is placed in the most eye-catching position on the front, and the secondary information is arranged below it in order.

If the brand of the product is the focus of design, we should consider adding the brand slogan next to the brand trademark. However, it should be noted that the use of a brand slogan is not a one-time use, but a long-term use, because if you look for inspiration again, it will often lead to design fracture. 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.

Rule 5: The simplest rule

Less is more, which is a kind of communication wisdom.

Language expression and visual effects should be kept simple, and the main visual tips on the packaging should be understood and accepted by ordinary consumers. Successful packaging design is like dancing with chains. While enjoying certain freedom, it is also restricted by certain rules. If there is not too much information on the front of the package, it is necessary to delete redundant information and limit the language space for marketing promotion and advantage description.

Because generally speaking, more than two or three descriptions will have the opposite effect, and too many descriptions of advantages will weaken the core information of the brand, leading 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. If you can't use the side of the package to display rich product information, you can also consider adding a tag to let consumers know more about the brand content.

Rule 6: Manage Party A's expectations.

If Party A's enterprise wants to put all information or marketing propaganda content on the front of product packaging, designers need to remind that packaging is not the same as advertising. Designers can reasonably refute the repeatable design and development process, check and supervise the process, demonstrate the process with intuitive auxiliary tools and explain how the design in the process is expanded and simplified.

You also need to get everyone's consent before the design starts, and you can quickly set up three to five alternatives, thus establishing a common language for discussing goals. Before starting the design, we should anticipate the problems and requirements of Party A and prepare the coping strategies in mind in advance.

Rule 7: Use visual effects to convey value.

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.

Nowadays, when consumers judge products, they often consider how the values of the selected brands fit with their own values and lifestyles. Creating a brand with "reason to believe" can promote the sales of other products sold separately by this brand.

Rule 8: Pay attention to the unique laws of various commodities.

No matter what kind of retail goods, their 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.

Rule 9: Discoverability and affordability of products cannot be ignored.

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 mainly plays an auxiliary role. Writing and typesetting are the strengthening elements, not the primary elements of brand communication. Discoverability is either embodied in the strategy of brand supremacy, or given the product "creative" elements, so as to attract consumers in shopping malls to stop.

Affordability refers to a consistent system including color, shape and material, or the orderly arrangement of different levels of information on the front of packaging, which can guide new customers and repeat customers to buy the specific products they want. If there are multiple product lines under parent brand, we should consider making a good/better/best strategy.

These strategies can clearly and concisely show the respective value orientation of each product. For example, the relative strength of shelf display effect of different products in a product line can be reflected by the visual "strength" of different colors or the saturation of a certain color.

Standard 10: Make the future brand expansion plan.

If a brand has enough plasticity and can be extended to other product categories, then the brand will have core brand recognition. After that, a successful brand platform can develop into other fields by increasing product categories or broadening product lines.

Apply graphic design to new products or new commodity categories, test the multiple functions of packaging design, focus on a large number of imaginative products and extended product categories, rather than being limited to ace products, and ensure that the packaging of various products can complement each other, so as to regard various products as a brand and easily identify each individual product.

Even the packaging can be redesigned for the core product line, but care should be taken to avoid creating a platform without extensibility and plasticity, so as not to limit the future development of the brand.