Packaging design concept calls for return

Packaging design concept calls for return

Xin Qiaojuan
Packaging is the last step in converting a product into a product and being sold. It is designed to make the container and its packaging structure and appearance so that it has a shell that matches its contents when transported and sold. The moving image is designed to suit the needs of people.
The mediocre design makes the goods bleak, and the excellent packaging makes the products shine, increasing the added value and inspiring consumers' desire to buy. It is a silent advertisement with obvious promotional effects. The ultimate goal is to influence consumers' perceptions and behaviors, establish a brand image, and achieve a marketing strategy victory. Products need packaging, companies need packaging, and even people need packaging, so the word "packaging" has a broader meaning, it makes the product perfect, it is the perfect embodiment, it also began to bring utilitarian color, so began Become less real.
In the initial sense, packaging first provides protective functions for products in the production field, and secondly, it provides convenience functions for products in the circulation field, and finally provides sales functions for products in the sales field. The ancients used bamboo and clay as containers for storing items, which is also the original packaging. In the modern commercial society, competition is becoming more and more fierce, and packaging has to play such an important functional role. Therefore, both manufacturers and merchants attach great importance to the packaging image, and packaging designers have the opportunity to make great achievements. The constant changes in materials and the constant updating of technology have led to significant developments in packaging design. In fact, a careful analysis will reveal how extravagant the existing packaging is in terms of materials and circulation. When the product becomes a commodity and the product appears in front of the consumer, too much waste has already been generated. Any kind of packaging can't escape the fate of becoming waste. Some people advocate unpackaged practices, but this will bring many problems to the circulation of goods. Evasion is not the way, as the designer and producer of the packaging should think about it, why is the packaging design?
Let us return to the origin of the protective function. The most important function of packaging is to protect goods, and secondly to beautify goods and convey information. Therefore, the choice of packaging materials is an important step directly related to whether or not to protect goods. It is a special coat that wraps food and supplies. After long-distance transportation, it becomes a commodity on the shelf and reduces the breakage rate of goods in long-distance transportation. Packaging is divided into transportation packaging and sales packaging, and the reasonable shape structure can make the packaging play its respective role in transportation and sales.
Paper is the most widely used packaging material, and the shape of paper is also ever-changing. It can be shaped into various forms to protect products. The structure of the carton package directly affects the stress state of the product and the convenience of transportation. For the structure of the bottom of the most common square carton, the lock type and the automatic type are the most common ones. The main advantage of the lock type is that the structure is simple, the bottom picture is complete, but the load-bearing capacity is worse than the automatic bottom. Only small and light products can be loaded, and the bottom of the automatic box bottom locks the bottom of the box by the tension generated by the overlapping of the paper. This type of box can withstand strong gravity and is mostly used for large-scale packaging, but the manufacturing process is relatively complicated. The toilet case is designed with the product's fragile characteristics in mind. The designer's trapezoidal structure ensures stability during transportation and storage, preventing the product from being reversed. The design of the package is for loading, unloading, supplying, stacking and opening. The combination of functions and functions fully reflects the protective functions of the packaging in the transportation and sales links.
Another example is a box for packaging plants, made of corrugated paper, which can hold 35 plant pots. The plants do not interact with each other, are convenient for transportation, and are also a very good display rack. Back to the origin of the protective function is to select the right material and design a reasonable structure, so as to give the material the energy to protect the goods, provide the convenience of transporting goods, and truly achieve the purpose of protecting the goods, instead of following the so-called ethos. To catch up with the trend of materials, new things are not necessarily the best. Designers must make correct, objective and comprehensive judgments based on actual conditions, in order to design packaging that effectively protects goods.
Let us return to the origin of the convenience function. The reason why the product needs to be packaged is because it can solve the problem of the collection and display of the product in the circulation process, and the convenience and reasonableness in the use process. The sturdy outer packaging guarantees safe transportation of the product, while the compact structure of the package can also bring functional breakthroughs to the product.
Japanese designer Da Guanzhuo also brought a lot of surprises to consumers in the redesign of cigarette packs. Considering that most smokers will smoke outside and do not carry an ashtray with them, he combines the two on the same package. On the side, it seems that the extra pouch has a small amount of credit, not only can it contain ash. It is also possible to lock the ash firmly by folding to reduce air pollution. The subtle transformation of humanity brings convenience to consumers, which is the functional breakthrough caused by the structure. The outer packaging provides the convenience of transportation and display to the goods, and the shape of the container directly affects the convenience of the user.
The redesigned Coca-Cola streamlined bottle in 1915 is a classic container design with a smooth curve for a comfortable feel. American professional industrial designer Simon Rove thinks this is the perfect design and improved it in 1954. To this day, the shape of the curve is constantly evolving, and it is applied to a wider range of fields, such as children's bath products. The curve shape of Coca-Cola glass bottles is applied to plastic bottles, which is more suitable for children's hands, and the use of plastics. The elastic characteristics are more convenient to use. Back to the point of convenience is to design a reasonable packaging structure, create a comfortable container shape, more effectively protect the product, and more rational use of the product, which also requires us to understand the properties and use of the product itself, deeper Life is the best way.
Let's return to the origin of the sales function. With the right materials and excellent structure, does it mean that the functionality of the package has been solved, and the answer is no. Packaging must also pass on the information and functional value of the product to the consumer. Different commodities have different characteristics, which are determined by factors such as the image, performance, use, and sales target of the product. When the products with commonality are put together, what the designer has to do is to highlight the personality of different brands, which is what we call market positioning. Personality is based on commonality. Only by deep understanding of corporate culture, strict grasp of product characteristics, and continuous innovation of color layout can products stand out in the same kind of products, and bring pleasing and pleasing Different beauty. There is a design, the image of the prominent mint leaves in the package is more clear. This is a group of medicines for aromatherapy of plants. The simple layout and clear text make consumers see the product categories at a glance. Packaging has become the first line forever. Silent salesman.
The continuous improvement of living standards has led people to become more and more critical about goods. The market economy has shortened the commodity cycle, and the competition among manufacturers of similar products has become increasingly day-to-day. The price war has forced merchants to constantly update their products and constantly change their packaging. In order to defeat the competitors, some products have even been covered by packaging. Real function and value. The packaging is also culturally characterized and becomes personal, but the empty words do not express the attributes of the product, the gorgeous appearance can not cover the rough quality, and the packaging evolves into protective clothing for inferior products at some point. Returning to the original point of sales is to let consumers know the goods in the package and related information, which is to help manufacturers to fully display the advantages of the products. This requires our designers to treat each design with care, not to use luxury. The appearance of deceiving consumers, do not become an accomplice of unscrupulous businesses.
Returning to the origin of the packaging, the material is not necessarily the best, but it should be the most secure; the structure is not necessarily the most complex, but it should be the most reasonable; the design is not necessarily the most avant-garde, but it should be Most expressive. A qualified package must first consider the commodity as the object of analysis, analyze its material, shape, preservation and transportation methods, and ensure the purpose of truly protecting the product. If you ignore the actual situation, the package can not be manufactured. Protecting goods and increasing packaging and transportation costs are disrespectful of goods and do not understand design. In the end, packaging design as a specific design activity, it must provide products with protection, convenience and sales functions, which every designer can not violate.


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