Application of Packaging Visual Brand and VI Concept (I)

Summary:Individual performance issues of visual elements in packaging design and the use of VI concepts, from the establishment of corporate visual identification system (VI), the constituent elements of brand visual packaging design and VI design principles, VI concepts and product updates, vision Several aspects of the update analysis discussed how designers set up brand visual images when constructing a series of packaging and product diversified designs, and analyzed the visual packaging design of several famous products at home and abroad, and proposed VI design concepts in product packaging and container design. It is necessary to fully use the VI design concept to create a sense of unity in the brand's visual image.

Keywords: packaging design; VI design; brand visual image

The same design will make the packaging design work lose the vitality of art. Style represents the personality of the packaging brand. There is no similarity in personality. Today, personalization has been applied to modern packaging design, creating a creative stylistic trend. Personalization is infinitely surpassing oneself and cultivating passion. This trend allows the design work to be more viable in its expression. It also enables the various visual elements in the package to be combined in a specific way and achieve a more harmonious and unified effect. Especially series packaging design, it is not limited to a single packaging, but a variety of goods in the same brand under the premise of the combination of packaging or unfolding packaging. Therefore, how to express a sense of unity with individuality, so that packaging design has a unified identification information in different forms, and the concept of full use of VI is extremely important.

The concept of 1 VI

VI (Visual Identi~) means a company's visual identity system. It is the sum of all the visual images communicated to the outside by the company on the basis of MI (concept) and BI (behavior), and it is also the process of the visualization, visualization, and symbolization of CI (corporate image), such as the corporate identity, Standard colors, standard fonts, company names, product names, slogans, slogans, graphics, etc. Enterprises shape the company's visual image through VI, reflect the company's personality, form a unique style of the company, and then through the corporate visual image of the dissemination of activities, and ultimately rooted in the eyes of the general public. cI is like an apple, MI is apple's core, BI is apple's flesh, and VI is apple's skin (ie, surface visual communication culture). Corporate culture is the expression of the product's cultural value, including product modeling characteristics, trademark features, packaging design, brand philosophy, price positioning and service standards. These are the problems that the corporate visual identity system (VI) has to solve.

The concept of VI also plays an important role in the process of establishing the visual brand image of packaging design, and it also reflects the principle of individuality and unity of packaging design.

2 Application of VI concept in packaging design of brand visual image

From the perspective of visual psychological cognition, brand is a kind of distinguishing sign. It is a shorthand sign and communication code that is falsely recognized. It is a kind of affinity. Information. For consumers, the brand is a tool for them to recognize the goods and make a positive judgment on the goods, and even to reduce the shopping time by virtue of the experience gained from the brand. Many examples in reality prove that when a certain brand of a product is promoted as a single product, the packaging design focuses on the development of individual elements, and when the product is updated, new products are added, or a continuation product is derived, the products are Diversity raises the issue of requiring a uniform visual image of packaging. From R&D to large-scale production, products are continuously updated, and only a unified development of the brand's visual image of the product can build a strong awareness of the brand and its different products. Therefore, the individualization of packaging design is not simply to represent a single commodity, but more is to require a unified visual image that embodies the diversity of products under the same brand, and specifically shows the following aspects.

2.1 Using the concept of VI in the modeling of products (containers) to enhance the brand association. Containers are the supports of goods, and they are also the visual images of goods. The shape and structure of the product (container) can help consumers build awareness and continue the brand's image and sense of unity.

For example, Coca-Cola's bottle shape has now become part of its brand equity, not only enables consumers to establish brand recognition, but also quickly enhance the brand's association function, resulting in a huge marketing effect. In the world, as long as there is someone there, someone knows that such a bottle is. Coca-Cola, because the shape of the Coca-Cola bottle is particularly easy to identify. The way to identify is the modeling of stylized elements, not just trademarks. A bottle became a unique identification symbol and actually played the role of a trademark. Coca-Cola bottles are therefore also known. The most famous bottle in the world. In the same way, the unique shape design of Apple Computer, for example, complements the unique perceptual professional computer traits of its products. The unique design of the World Beer Bottle can attract people’s attention and recognition and achieve the goal of rapidly increasing marketing volume. .

It can be seen that, as visual symbols, product (container) modeling is also an important source of global brand recognition. The shape is different from the brand name. Relatively speaking, because it can arouse people's association with a particular brand in certain aspects, it is easier to eliminate the differences between cultures. Here must pay attention to such a problem: Modeling is not only the performance of product personality, but also should reflect the product's unique quality pursuit, and the continuity of the modeling structure is an important means of continuing the brand's visual identity, which is also the use of VI concepts. For the concrete manifestation of the visual form.

2.2 Use on the outer packaging of the product

VI concept to form a brand of visual awareness, an effective packaging design should be appropriate, targeted, can promote sales. When the visual performance of packaging publicity is consistent with the products in the packaging, it is possible to establish communication with consumers and win repeat customers and subsequent sales. The principle of packaging design is to attract attention, especially the packaging of goods, must be eye-catching by matching color graphics, unique packaging carton structure, or other means. This kind of personalized packaging and graphic colors are the same as those of products (containers). To maintain consistency in the continuous renewal of the same brand products, we must follow the principles of using the VI concept to ensure that the brand is visually The sense of unity creates a visual brand awareness and avoids losing the sense of unity in the image due to the diversity of new products, leading to the breakdown of consumer cognition chains.

In summary, the brand's visual image can be constructed in the product packaging design. This is because the company's various materials and facilities can successfully reflect its surface corporate culture. Such as Coca-Cola, the reason why the beverage can be known to everyone, its wonderful place is that the product packaging design reflects the brand's cultural value, and this principle in the trademark color, text recognition has always been consistent, with strict The image constitutes management. The “fresh and dynamic product culture value” expressed by the packaging design is exactly the fundamental reason why Coca-Cola’s brand image has spanned a century and has gone through generations of people’s long years without being bored.

Similarly, "Pepsi's packaging design is also very characteristic. Its logo pattern has a circle in the square, the arc in the circle, the arc font in the brand, static motion, static in motion. In addition to the use of red and white color In addition, there is also a blue, warm and comfortable, visual pleasing, this image symbol is implemented in all its products from the surface, and it is carried out in different degrees in the promotion of goods, all of which convey to people that “Pepsi is unique Innovative, positive life brand personality.

China's Sunshen Group, which first introduced the concept of corporate image in China, succeeded in using the VI visual concept to form a brand image in product packaging design. The symbolic graphic is a symbol of life and power held up by some people who hold the sun as their symbol of the sun and the slogan. The sun is rising and our love lasts forever. It has established a good reputation for the sun god group. The quality and popularity have become a successful model for the introduction of cI management concepts by Chinese companies, which were popular stories in the corporate world and the design community at that time.The packaging design covers a wide range of goods, but its packaging has always given people a This sense of unity has achieved good market recognition.

The above three examples are classics in the construction of corporate image, and in the packaging design, the use of VI design concept has unified the face of corporate image from the surface. Packaging design is the carrier for establishing brand image, when displaying the product, packaging The role of design is particularly obvious, and its importance has also emerged.To achieve a sense of unity in the packaging design, the formation of the brand's visual image, we must consider the various elements used in the packaging design to build these features.