Illustration of agricultural products-Nongfu Spring 1 Illustration analysis, clarifying the content and task of illustration 2: audience positioning 3: expression style positioning 4: expression techn

Illustration of agricultural products-Nongfu Spring 1 Illustration analysis, clarifying the content and task of illustration 2: audience positioning 3: expression style positioning 4: expression technique positioning. When selling agricultural products, how can packaging attract young people's love? It is almost common sense that product packaging is very important. At present, the consumption trend is constantly changing, and every value is in power. We are used to the "disguise" of our products, and we will renovate them every year. As a big agricultural country, compared with imported products, the market competitiveness of agricultural and sideline products packaging in China is slightly lacking. You know, packaging is the first step of consumers' visual experience. A good agricultural product packaging can make customers clearly know the source of products and increase consumers' trust and security.

This paper attempts to analyze the design trend of 20 19 proposed by MILODesignStudio and 20 18 50 summarized by Dieline website.

"Eye-catching Packaging" selects the parts that meet the requirements of brand packaging design of agricultural products, and interprets the development trend of 20 19 brand packaging design of agricultural products in combination with the current popular agricultural products brands.

Trend 1. Use natural, recyclable or non-traditional materials.

Although many packaging brands have made efforts in the environmental protection design of packaging, there is still great potential for the development of environmental protection and ecological packaging. When the price of products is equal to the quality of products, environmental protection and recyclability will become the decisive factors affecting consumers' desire to buy, especially for agricultural and sideline products.

Egg brand HappyEggs

Natural materials such as leather, wood, cardboard or cellulose made of recycled materials have always been the main trend of packaging design. Two years ago, kraft paper bags were a popular trend. When creating amazing packaging design, unusual materials are becoming more and more common: zero waste, biological materials, for example: packaging can be planted, plants will grow when buried in soil; Or edible packaging, materials that respond to music, and cellulose packaging. Many new companies and innovative brands will give priority to these materials.

KFC Hong Kong Store "Packaged Edible Double-layer Chicken Leg Fort"

Paper bottles made of completely degradable pulp materials can replace plastic bottles @BillerudKorsn? s

Potential two, natural, animal and plant elements are popular.

Good packaging continues to use natural elements, and elements such as flowers, plants and animals are becoming more and more popular in packaging. For example, large leaves and petals fill the whole packaging, and the "original ecology" attribute of agricultural products is more in line with the pure natural selling point. In this kind of packaging design, simple pink-green collocation is more common.

Trend 3. Interesting cartoons and illustrations are very useful.

If packaging design is storytelling, symbols and words are a very direct narrative way compared with illustrations, and it is also a shortcut to give products "personality". Therefore, the cooperation between brand and illustrator has become a common combination in the field of packaging design. Excellent illustrators can create energetic illustrations to meet the needs of brands, and a unique illustration and bold colors will make products more prominent.

The illustrations on the package are not only beautiful, but also very important. If you talk about the characteristics of the product directly, it is best to show it in a fun and interesting way. If we start from the product and create another topic, thus giving new meaning to the product, we need to find a topic that is easy to attract attention, which is as critical as the fit of the product. With these characteristics, if a good illustration is serialized on a series of products or forms an illustration series, people will want to collect all the products.

The picture above is a poster illustration selected by Carnero, an Italian brand of dried meat strips. The animals illustrated on each small package correspond to the beef, mutton or chicken in the small package, and it takes 25 yuan to spell out the whole poster.

Free clock

It is a local tea brand in Hong Kong, mainly engaged in afternoon tea. This product * * * has seven flavors, and each package is in the form of color block illustration theme, with clear and bright colors, forming its own distinctive features, which are distinctive and interesting as a whole.

Trend 4: Custom fonts and large fonts become the protagonists.

Besides pictures, the common way to tell stories is words. According to MILODesignStudio, typesetting with large font will be 20 19.

The trend of 2008, a powerful word is enough to create a bold package, and the mix of uppercase and lowercase letters can also effectively win attention. Dieline also listed font innovation as 20 19.

The trend of packaging design in 2008, because "font is Logo, font is brand".

In addition to innovative fonts, there are many brands of packaging and logo.

Remove the patterns in the book, let the font sing monologues, and achieve the purpose of conveying information concisely and quickly. In font-based packaging, prominent colors play an important role. But for agricultural products, it is an excellent design to take the color of the food itself as the background and the shape of the food itself as the image.

Trend 5. Strong colors and artistic patterns are very popular.

Many designers began to try to use bright colors on 20 18 and 20 19.

This trend will be more obvious. The use of bold colors will be brave and fearless, and it will be reflected in over-saturated tones in design works, which will more easily stimulate taste buds and challenge appetite.

When this design is adopted, advertising language and logo are secondary, because packaging design itself is art, and the most common fonts and logos are generally used for words.

Also inconspicuous, the main function is color. So the colors and patterns here need to be beautiful, conspicuous and combined in a meaningful way. In fact, some agricultural products have perfect forms and bright colors, and selective collocation can produce eye-catching effects.

Kaikawa

It is a local high-quality chicken product in Lithuania. The packaging design adopts cartoon illustrations and bright colors to improve the discrimination and recognition of its own products. Moreover, each package is not slightly different in design, incorporating some local elements and humorous graphics.

Trend six, minimalism, neutrality and "advanced"

The label that can make consumers clearly see the product status is clean and concise, and the key information is clearly marked and organized, which can win the favor and trust of consumers. Minimalism is to express a sense of exquisiteness and sophistication. Black is considered as a color with a sense of luxury, and black and white collocation is also popular because of its concise and clear expression.

In addition to black, white and low-key solid colors, minimalist packaging also presents simple logos with few patterns, large blank areas and sans serif fonts.

Olive oil brand KritsaExtraVirginOliveOil

Greek local food brand Amorgos

Trend 7. The characteristic elements that show local customs are very popular.

Under the background of globalization, the expression of regional culture has become more and more important. The distinctive regional characteristics of characteristic agricultural products need to pay attention to the excavation of regional characteristics and culture in image building. Nongfu Spring comes out with a new set of packages with the theme of Zodiac every Spring Festival, 20 18.

In 2008, the "Golden Dog Bottle" was painted with a China garden dog.

How to design the brand image packaging of agricultural products? There are three styles of brand image packaging design of agricultural products.

Original ecological image

Sometimes "dirt" makes sense. Many modern consumers pursue to be close to nature, and like the original ecological artistic conception without competition. Putting on the original coat and adding some style and personality to the original coat are the key points of design.

Regional characteristics

As consumers, sometimes they cannot understand the essence of agricultural products. At this time, it is necessary to use packaging design and brand endorsement to help them understand. Agricultural products have distinct regional characteristics, so we should pay attention to regional characteristics and cultural excavation in image design. Brand endorsement should also conform to the consumer psychology pursued by consumers, and at the same time fully interpret the cultural connotation of products through packaging.

interesting

At present, the final trend of many agricultural products is to consume food quickly, or move from traditional channels to e-commerce. In the face of young people with more fashion needs, it is sometimes necessary to find interesting packaging design to break through.

I want to remind you that packaging design is an important medium for agricultural products to convey images and ideas to the outside world. I personally suggest that if you want to be creative in the brand image packaging of agricultural products, you should find an outsourcing company that can accurately and completely interpret your brand image, and landscape communication can be done.

Nongfu Spring illustration analysis 1, clarifying the illustration content and task 2 audience positioning 3 expression style positioning 4 expression technique positioning Since last year, Nongfu Spring sold "17.5 orange" across the border, causing an exclamation in the industry: Nongfu Spring will also sell sentimental fruit. At the beginning of this year, Nongfu Spring played a new trick in its traditional strong bottled water-three high-end new products, both in packaging design and concept, which were full and impressive.

The new packaging of Nongfu Spring has been well received in our dealer survey, and the three products also have their own characteristics.

One of the new products: Nongfu Spring glass bottle high-end mineral water

High-end water is a hot concept in recent years. Usually, the market will define high-end water by whether it is expensive or not, but Nongfu Spring totally disagrees with the method of distinguishing by price.

At the meeting, Zhong proposed three characteristics of high-end water: scarce natural water source, natural and balanced mineral element content, and profound natural or humanistic cultural connotation.

In Nongfu Spring's view, the first two points are endowed by nature, and the third point needs human efforts. In order to make the products full of aesthetic feeling and cultural added value, Nongfu Spring spent three years inviting five top international design companies to design, and finally selected the packaging design after 58 drafts.

In fact, as early as June 20 12, Nongfu Spring had already received a favorite design draft, but it was difficult to put it into reality because of the bottle-making and printing technology at that time. Nongfu Spring is unwilling to lower its requirements, so it looks for a new design company. But after two years of comparison, I finally felt it was a pity to give up the original plan, so I came back.

There are eight packaging styles for this product. The main pattern of the bottle is selected from the species unique to Changbai Mountain, such as Dongbei Tiger, Chinese merganser and Korean pine. On the side of the pattern, the words "Changbai Mountain has known 58 species of national key protected animals, and the Siberian tiger belongs to the national first-class protected animals" are written, which reveals a strong atmosphere of ecological and humanistic care.

The second new product: Nongfu Spring natural drinking water (suitable for infants)

In recent years, there are more and more baby aquatic products abroad, which have become essential products for scientific parenting. The latest baby water developed by Nongfu Spring was also launched at this conference. Prior to this, there was no bottled water product specially designed for infants to drink and prepare formula food directly in China.

Different from ordinary drinking water, infant water has stricter requirements on mineral element content and microbial control. Usually, water with high mineral content or without mineral elements is not suitable for infants to drink. In addition, the requirement for commercial sterility of baby water was not listed as an indicator in all bottled water in China.

All the above is nonsense, so I won't describe it much. Just look at the picture. It is said that this is the world's top aseptic production packaging!

The third new product: Nongfu Spring student mineral water

Twenty years ago, Nongfu Spring introduced sports cover packaging, which was warmly welcomed by children. The slogan "Don't make such noise in class" is impressive.

In order to commemorate this product full of childlike interest 20 years ago, Nongfu Spring launched an upgraded version of the sports cover: natural mineral water for students.

In order to give teenagers a better consumption experience, Nongfu Spring has designed a bottle cap that can be opened and closed with one hand. There is a patented valve in the bottle cap that only opens under pressure. When the lid is opened, ordinary tumbling and inversion will not let water out, which is very suitable for children.

In addition, Nongfu Spring also invited famous British illustrators to draw a set of imaginative labels to show the four seasons of Changbai Mountain, namely, spring, summer, autumn and winter. The whole design is full of innocence, just like the natural world of Changbai Mountain imagined by children.