On Personalization of Packaging Design (1)

Packaging design plays an important media in the sales process. Supermarkets, as the focus of commodity sales, are the final inspection sites for the internal quality of products and the advantages and disadvantages of external packaging. Individuality advantages of packaging design are also demonstrated.
Supermarkets are a form of sales in the form of shelves that attract customers as much as possible to facilitate their purchase. When the consumer groups are facing a dazzling array of shelves, it is difficult to choose products that have similar packaging design styles everywhere, giving consumers a lot of concerns: “Where does the brand advantage lie?” “Where is the distinctive personality?” “The individual consumption of marketing Where is it?” “Which is a good quality and low price?” Ultimately, it can only be proved once it is used and used, and it will be too late if quality problems arise. From this point of view, such a long-term cycle of consumption patterns does not bring convenience to the consumer groups, but it is more difficult and inconvenient to choose. Therefore, the individualization of packaging design is due to the segmentation trend of market sales.
The distinctive product packaging helps different consumer groups make decisions in the same category of product packaging, saving time and convenience. For manufacturers, fair competition and benign operations. Although various manufacturers are striving to make their own product and packaging design concept and positioning not to be similar to similar products, but there are still a large number of goods with similar packaging design style emerged in the market, and even have obvious imitation characteristics, which will inevitably affect the Sales of goods, even economic benefits. Then where are the reasons for the unification of commodity packaging?
First, look at the historical reasons for the long history of origin, which can be traced back to the period of major industry. In the era of large-scale mass production, with the expansion of consumer groups, the increase in consumption has caused only a change in the way commodities are sold; the source of production and processing of goods has fundamentally changed, from the stage of handicrafts to the large-scale production of large industries. Stage change. The power of the British arts and crafts movement did not stop the production of machinery. Instead, the arts and crafts products were gradually lost in the years of mass production. The continuous improvement of the machine production line has led to the continuous improvement of product quality. The society as a whole accepts a batch of uniform consumer goods in machine aesthetics and engineering.
Then, in 1907, the first annual meeting of the Deutsche Presse Association proposed that "the purpose of design is people rather than things", but the scale and efficiency of industrial development; due to the timing of the lifestyle set up to bring people's life pace synchronous, resulting in life Synchronization; because of the approximate lifestyle and relatively stable consumer groups, their consumption habits contribute to the standardization of design. People live in a "grey homeland" in a philosophical sense.
The reason that the market is filled with similar phenomenon of commodity packaging is determined by the specific social consumption structure, and is also the product of excessive social and economic development. With the rapid development of economy, people's consumption concepts are constantly changing and improving. The "people-oriented" personality design concept is increasingly valued and recognized by the design community. When civilized society entered today's information age. The amount of information on the day newspaper of the New York City Daily newspaper has exceeded the amount of information in London of the seventeenth century in London. From this it can be seen that the pace of human civilization is rapidly accelerating, information is being developed with unprecedented advancements in science and technology, and the design trend of advancing with the times is more and more obvious: the design is non-standardized, non-volumeized, non-synchronized, and non-clustered. The trend of development, that is, personalized design and manufacturing concepts in the generation and development. People-oriented personalized design concept, so that designers began to turn more attention from the design of the product itself to the people-centered design products, people also proposed beyond the stereotyped "square box" packaging requirements, require to enjoy close contact with their own Personalized design, the designer's future goal is to create a design that better caters to human emotions. The packaging design at this time has become the medium of communication and the carrier of information exchange, not just the simple contents and consumables. It can be seen from this that the concept and function of packaging are being extended, and it is becoming more and more important for consumers to pay attention to personalized factors in packaging design.
In addition to focusing on people's emotional factors, personalized packaging design is also viewed as an element that can not be ignored in the lifeblood of culture. Because packaging is no longer simply a use product, but also infused with regional culture, ethnic characteristics, and regions. The differences between customs and even the mission of cultural exchange make it more viable and existential. From this we can see that personalized packaging causes personalization and the significance of existence is greater and more extensive. The acceptance level of consumer groups is also constantly enriched and expanded and each needs it.
In many commodity packaging, packaging should attract consumers' attention, it should be "excellent" and have distinctive personality. It must stand out among many competitors and form a situation of "a little red in the green cluster"; To highlight this requirement, we must take advantage of visual strength in the design and give a unique impression. In order to achieve this goal, all factors affecting the packaging design - the image of the packaging, including form, structure, color, brand and text information, materials, etc. must fully consider the design language has its own taste and expression Ways to shape the brand personality of the self, the following is a brief explanation from four aspects:
Through the design of the container design to enhance its personalized container shape and packaging is a pair of lips and teeth depending on the relationship, the shape of the curvature and tension, linear contrast, the visual effect of the body block, the container's color and material can create a unique charm. Such as "Sanxingdui Ancient Wine" series of packaging design, this wine produced in Sichuan, in order to establish their own distinctive personality in the market and is recognized by the majority of consumers, the overall image of wine packaging, both the clever use of local unearthed cultural relics, It also expressed the origin of wine and culture and created a good personality. In the use of the cultural relics unearthed in Sanxingdui, Sichuan, the wine packaging design selected two of the most representative Sanxingdui style portraits (clair eyes) and bronze heads (wind ears) as templates, with clear lines and clear outlines. Accompanied by the corresponding box design, the outside of the box is surrounded by bronze patterns that are unearthed as the background color, simple and elegant, echoing the art style inside and out, is a successful and perfect personalized design, with strong expression, in the same class Stand out from the product, unique, impressive and put it down. (To be continued)