"Popularization" of packaging design

Popularity is the widely spread meaning, referring to a novel, avant-garde ideological concept or behavior, which in a certain period of time leads to a wide range of imitation and learning in a society. "Popularization" is one of the important cultural features of each era.

On the one hand, the emergence of the epidemic is the product of the rapid development of modern society and economy, reflecting the trend of social culture and the trend of social development in a certain period of time. On the other hand, from the perspective of consumer psychology, it is closely related to the dual-discriminatory psychological characteristics of human beings. Relevance, that is, in the novelty, seeking differences, and the United States at the same time with a herd, imitation psychology. Through the prevailing trend in consumer behavior, we can not only quickly understand the current psychological tendency of a certain group of society, but also serve as a basis for marketing and commercial art design. This will be crucial to our design orientation.

The combination of packaging design and popularity is one of the powerful design effects of popularization. In essence, the pop style on packaging is determined by changes in consumer demand. As the "first medium" for the sale of goods, packaging must fully grasp consumer psychology. Therefore, business owners and designers must keep abreast of the popular pulse, rapidly explore new design opportunities based on people's popular preferences, explore new design spaces, and constantly introduce new products to maximize the promotion of packaging.

The influence of fashion on package design can be expressed in the material aspects of fonts, graphics, colors, arrangement, structure, materials, and crafts, as well as the concept or behavior of the package throughout the package design. Affect each other. The various characteristics of popular itself make it present a variety of features in packaging design:

1. Sensitivity. Consumer spending tends to come faster, go faster, and have a short epidemic cycle. Packaging design to adapt to changes must follow the trend of popularity. Once many manufacturers find a certain trend, they quickly develop related products and quickly make adjustments in packaging design.

2. Chaining. When a particular form of expression, behavior, or concept prevails in society, the packaging design associated with consumer demand will inevitably be reflected. In recent years, the concept of green has been widely respected by the public. Many products have adopted environmentally-friendly materials for packaging design, and the main theme of packaging is also environmental protection.

3. Universality. The popularity of epidemic energy can not be separated from its related social background. It reflects the common social outlook, values, and aesthetics of a certain group. Therefore, the popular packaging design form will be widely concerned and loved.

4. Cyclical. Popularity often presents the characteristic of "circulation", and an outdated popular form will often become the focus of fashion after a period of time (of course not simply repeat).

5. Concentration. If a popular trend is sought after by the general public, the corresponding packaging forms will be concentrated in a period of time, and the general public will also have an upsurge of concentrated consumption.

From the specific elements of packaging design, the impact of popularity includes the following:

1. Packaging structure. The packaging structure design mainly involves the functional aspects of packaging, including the convenience of the structure, comfort, protection, ease of carrying and use. A packaging structure that is rationally designed and accurately grasps prevailing trends is completely capable of winning with "shape." Master Kong's "Daily C" series took the lead in adopting labels to cover two-thirds of the bottles in the form of labels. After gaining consumer recognition, it became popular on many fruit juice beverage packaging designs.

2. Graphical performance. In the visual stimuli to consumers, the graphics are most direct. The forms of graphics include patterns, paintings, and photography. They serve as illustrations of metaphors, associations, and symbols. Different graphic expressions can bring different feelings to consumers, so we must really grasp the excitement of consumers in the design.

3. Use of color. Color is also an important part of packaging design that cannot be ignored. It can directly bring about changes in psychological emotions. Such as black is the color of fashion youth to advertise their own personality, Jianlibao Beverage launched in the summer of 2003, "Battle of Fruit Steam" series, completely fashionable and popular in the packaging design, the use of black bottle, simple, pure, for a time, fashion youth It seems that all want to have a bottle of staff to advertise their own maverick personality.

4. Text performance. From the extensive use of stylized foreign bodies to the widespread use of calligraphy, to today's lively and lovely cartoon forms, the popular packaging design styles of each period will be deeply branded with the popular imprint of that period.

5. Packaging materials. The use of packaging materials must also follow the fashion trend. In recent years, the popularity of concepts such as green design and humanized design has advocated attention to the coordinated development of humans and nature. A large number of natural non-polluting materials are used on packaging materials, and a trend of “returning to nature” has been formed.

From this we can see that pop is not only the reference and basis of packaging design, but also an important visual performance element in packaging design. The combination of packaging design and popularization requires designers to not only catch the pulse of popularity, but also be good at making fashion, but also avoid blindly popularization. The specific requirements are as follows:

1. Maintain forward-looking, keenly aware of market changes and discover the highlights. As a packaging design that shoulders heavy responsibility in the sales of goods, how to better achieve the purpose of sales and seize the popular psychology of consumers in modern society is very important for designers. The consumer market as an objective existence is complex and constantly changing and developing. Designers must be keenly looking at the nature of phenomena, find out popular points, combine design, create commodity selling points, and become popular. Manufacturers, thus driving the formation of the market, promote product sales.

2. Never blindly popularize. Popular fashion has created a space for the development of packaging design. However, in the actual design process, many companies and designers have designed for the sake of creating popularity. They have not carefully analyzed the market situation, blindly pursued visual effects, and applied the results irrelevantly; Popularity, seeing some form of packaging popular, starting from it, losing its own characteristics, will also face the outcome of failure. Therefore, when companies and designers conduct packaging design, they should clearly analyze the market situation according to product characteristics, and formulate marketing plans for the product so as to select the most suitable packaging design form.

In summary, popular as a social phenomenon is a social reality that people can not avoid. The popular tide is like a big whirlpool. It drives all aspects of the entire society's life, and it is a directional and cyclical powerful operation. As an important part of people’s lives, packaging naturally cannot escape this vortex. Instead of escaping from the prevalence, why not make good use of fashion and create popularity, expand the unlimited space of packaging design in the fashion to achieve the goal of successfully selling products.

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