How to Understand Functional Value of Commodity Packaging (2)

4. Vivid pattern

People who have eaten instant noodles know that the “for reference only” picture on instant noodle bags is so much alive! Hot braised beef, braised pork ribs and tempting chicken thighs, hairy crabs, bamboo Shrimp, etc., give people a strong appetite impulse. The really soaked instant noodles are actually not so cute. So smart business is only for "reference." In spite of this, it opened the way for the sale of the product and played a role in inducing consumption. It should be said that this is the prominent purpose of the motif. Another example is the beautiful legs on the packaging of women's socks, as well as the photo patterns on some of the cookies, which can directly express the theme in place, very good, very touching, and make people buy impulses.

5. Color innovation

Color innovation is a very difficult thing to grasp, and we must balance the influence of two aspects. (1) The color should be more "bright" with the theme to be expressed and coordinated. Otherwise, this color is superfluous. There is a principle to adhere to: the theme is the theme, and the foil cannot be disregarded. If the color of the theme is very heavy and bright, then the background color of the foil can only be very light and light. If the composition of the theme is more lively, the color of the background should be more stable. Only such a deep and shallow contrast can constitute a "harmonious society" of the picture. Remember that it cannot be divided evenly. (2) The color of the packaging itself should not be too popular and popular, and it must be different in the packaging of similar products. In terms of customs, people in the country mostly like red and yellow in the color of food, or slightly change on the basis of two colors, such as red dates, red, yellow, orange and so on. Or it is to use color thick pens to re-color, extremely lively and prosperous. Little did they know the result, how crowded and irritating. Look at this and South Korea's product packaging rarely have this feeling. They can even move the techniques displayed in calligraphy and painting in China over thousands of years to the packaging of products. The impenetrable style of the Chinese calligraphy art, sparse ability, and ups and downs, and clever artistic expressions can all be reflected in their product packaging. They are not used in many packaging backgrounds, and what colors are not used, a white, in the end, light makeup, gives a clear and elegant feeling, but the effect is good, this is a bold attempt to use color. The blue packaging and cloud of China's Lan Ling wine, the white packaging of Nan Mao Liang wine, and the purple packaging of Canadian ice wine all have this effect, which makes people feel refreshed.

Cultural connotation function
The state has a national culture, the enterprise has a corporate culture, and packaging also has a packaging culture. This culture is represented on any kind of carrier. It is the soul and spirit of this carrier. For package designers, this is even more important. The cultural manifestation of commodity packaging is mainly:

1 The cultural connotation of the theme itself

For a packaging theme, what kind of cultural connotation or conception appeals the trademark mentioned in the front (also the crystal brand of U product) and what kind of culture is attached to the product name, and what the main product pattern expresses? The meaning, 'can all be through the artful ingenuity and display of the culture, adopt and improve one's own taste, give the person a kind of interesting taste again and again and endless content in it is inside. Such packaging can find similar "stories" in terms of Chinese wine and moon cakes. Such as Jinliufu's “Fu” culture, the hi culture of “Hi” culture, the champion of “Redemption of the Champion” culture, the mentioning of the official culture of the jar, and the reunion culture and homesickness culture of moon cakes. Poetic, picturesque culture, and so on, all have intriguing things inside.

2. The cultural connotation carried by patterns and colors

There are many design experts, generally do not like to directly reflect its culture through the packaging theme of the product, but in the "silence sounds here" and "still hold a cover" in the embodiment of a subtle culture. The performance of this culture is somewhat foggy to see the beauty of flowers and the time when it is hidden. Like many of the moon cake boxes mentioned above and some of the cosmetic designs appearing on the packaging of floral patterns or symbolic symbols with a certain implied meaning, inadvertently seems to feel that it is a leisurely pen, and it is precisely this kind of "free "However, it shows a certain level of quality, a kind of elegance of "spring snow." Attentive designers and high-level consumers will realize this.

Aesthetic pleasure function

Heart of beauty in everyone. As a product package that directly carries cultural functions, it is itself an angel to beautify life. If there is not a kind of beauty in it, then the package can only be said to be the coat of an item.

How to express this aesthetic pleasure? In China's aesthetic practice, there have been many definitions of beauty. Such as 淳 美 美 憨 憨 憨, 憨 美 美 美 、 、, elegant beauty, masculine beauty, feminine beauty, beautiful beauty, implicit beauty and so on. As a product package with a certain practical function, besides its commercial practicality, it should be its aesthetic value. It is very important that we can use this beauty to attract people's attention and seize the hearts of consumers. The goods are sold for a skin, and the "skin" is beautiful. It can also sell for a good price. All of this is to please consumers.

Commodity packaging has become an art. In the process of purchasing goods, consumers are attracted by this "art" and temptation also meets the aesthetic needs of consumers. In order to meet this demand of consumers, packaging and decoration designers need to read Chinese Tang poetry and Yuan Yuan Qu in China, take a look at China's art history, and draw lessons from Chinese calligraphy art and drawing art, especially in calligraphy. Artistic expression skills and their effects. In drawing on the art of painting, we must also look at China's freehand brushwork and paintings.

Convenient customer function

Commodity packaging is not only good-looking, but also easy to use. This requires a little effort on the part of the customer. To solve this problem, two problems need to be solved: First, it is easy to take, and second, it is easy to use. The two are reflected in one core point, which is to provide consumers with the greatest convenience. Under the fierce market competition, the same goods, consumers tend to be convenient.

In short, commodity packaging does not simply package a product. The most important responsibility is to make consumers happy, satisfied, and convenient. It is necessary to make every effort to “marry” the product to consumers after “pretending to be beautiful”. This requires that the function of the package and the value of the grade be all in one place and be the ultimate. Therefore, these functions must be reflected in the packaging. When all this "function" has been achieved, it is truly a good package.

Author/Song Yugang