The importance of packaging for products is beyond doubt. Good product packaging can instantly capture the eyes of consumers and enhance consumers' desire to buy.
In the sea of dazzling products, when the advertising and promotional materials cannot be overwhelmed with terminals, the only way to convey product information is product packaging, what is the product? What can you do? What are the advantages? Where is the price range? Who are the siblings (series packaging)? In fact, product packaging often shoulders a major sales mission, which is the meaning of packaging.
In packaging design, I often hear the words: This color is too dark to look good; I don't like this font very much. In fact, it is not objective to evaluate a package from a pure visual point of view. So, from what aspects should a product package be evaluated?
1. Is it intuitive
According to statistics: When consumers browse products, the residence time on each product will not exceed half a second, doubling the residence time of their eyes. What can they tell consumers in a second? Therefore, the design must be intuitive and straightforward, simple and bells and whistles are means of expression, and the product packaging must be clear and clear so that consumers can see it at a glance.
Second, whether the brand is eye-catching
Take food packaging as an example. In the supermarket, the dazzling array of foods is dazzling, and the products themselves determine some of the rules of their packaging design. Because the packaging size is not large, the most prominent element in the limited display area should be the brand name of the product. There are many ways to create eye-catching brand effects: you can enlarge the brand words; you can create strong color contrasts; you can design personalized fonts ... think about these products, how to do it, like it, to achieve limited space for brands The strong visual impact is indeed a challenge before every packaging designer.
3. Does it reflect the characteristics of the product?
The easiest way is to place the category next to the brand name; secondly, the unique product characteristics must have a clear visual performance that matches it. The brand and product are prominently displayed on the screen to reflect the selling point of the product. Simple and expressive. Packaging should achieve instant communication between the product and the consumer, that is to say, let the product and the consumer hook in the first time. Facts have proved that linking design to product characteristics is the most effective way of communication.
4. Is there any innovative way of expressing
To explain with Goebbels: "The first person to convey a certain point of view to the world is always right." Although it may not be uncomfortable, it is often the case. Markets and consumers will always only remember the first product expressed in a new way. Packaging design is a competitive design. In today's highly homogenized packaging, it is difficult to achieve innovation. It is exaggerated to say that it needs time and good conditions. A distinctive product characteristic is the basis, and a striking packaging is luck.
5. Whether it meets the product identity
The so-called identity, including its own attribution, price factors, consumer group positioning, etc., package designers should fully analyze the identity of the product before proceeding to work, and can not blindly pursue the heights of design, ignoring the product itself, such a design cannot be implemented of.