Modern Packaging--The Sense of the Times in the Market Connotation (I)

Packaging and decorating are two different concepts. Packaging refers to the container that holds and protects the product. It also refers to the operation of packaging the product. Decoration refers to the beautification of the object or the appearance of the product. However, under normal circumstances, people are accustomed to using the word packaging to summarize two things. Since the development of the commodity economy, commodity packaging has been given new content. It is no longer merely to wrap things up and decorate, but instead to become a “means for the promotion of commodities” and to assume the role of “silent salesman”. A modern packaging that is popular with consumers should be a reflection of the harmonious unity of physical and spiritual functions. Modern commodity markets, such as stage, commodity packaging, are actor's instinctive, or well-dressed, or untrodden, or elegant, or plain and fresh. It vividly expressed its own image, personality, temperament and demeanor, allowing consumers to have a deeper understanding of it, so as to further promote its purchase of goods. Therefore, researching the psychology of consumers and giving full play to the functions of information on packaging has become an important basis and issue for entrepreneurs to promote products, packaging managers to select packaging, and graphic designers to create packaging.

Modern packaging is connected with the mind of consumers. A good package that can convey product information from multiple perspectives. In addition to the most common means of visual transmission, it can also use auditory (such as music birthday cards), tactile (such as craft-wrapped silk), taste (realistic instruments) (Mushrooms are coveted by photography), smelling (aromas of cosmetic packaging) and other means, so that consumers get more information on the product (the amount of packaging information is proportional to sales), thereby strengthening the confidence of purchase, so that the packaged goods in the strong hand Such as Lin's market is unbeaten sales position.

Modern packaging caters to the rhythm of the times. With its brand-new design ideas and refined appearance, it meets the psychological needs of consumers at all levels, and thus becomes an indispensable “silent knowledge” of modern people's material and spiritual life. The following is a brief discussion and discussion on how to meet the market demand in the form of its colorful contents and changes in the commodity economy and society.

Lightweight, convenient and versatile, adapting to modern lifestyle

The pace of modern social life is fast. People work at high speeds and pursue high efficiency. They do not want to waste time on the trivialities of life. Then modern packaging comes into being. Some time-saving, small-size, light-weight, simple and comfortable packaging products have been introduced, such as instant noodles, soup, porridge, etc., which only need to be flushed with boiling water to eat; clothes are worn on both sides; hats are also used as handbags; beer cans and cosmetics are easy to carry. Easy to open; handkerchief paper, sanitary chopsticks, paper sports clothing, plastic lunch boxes disposable disposable; some food packaging together with food can be eaten by cooking in water, some packaging can be placed in oven baking, fresh and fast and convenient; The toothpaste and soap comb is packaged according to the living package and is convenient for people to use; some packaged goods with large size and double weight have handles; the bottom of the travel bag is equipped with casters, which makes it easy to save weight and is convenient for hauling; "Ready to drink, drink everywhere."

To meet the psychological needs of modern people with novelty and good fortune

The modern people have an active mind, a keen mind and dare to break through. Modern packaging and consumers' hearts and minds are impressed by their choice of novel, stylish and distinctive images. Such as the human body packaging - clothes, the ancient general only with the function of cold sun, but also today to show personality, beautify the body type, with elegant lines, harmony and color to reflect the beauty of the body curve, the so-called trendy clothing came into being. Today, tights and sportswear are popular. But tomorrow, bat shirts and jeans are all the rage. Men are also wearing red and green, women actually disguised as men, the original function of glasses is to correct vision, but today as a means to beautify the decoration, the shape of a song has changed into a straight square, or even not symmetrical; orange red Fan modeling has brought out the restricted area of ​​the color configuration habits based on cool colors, and has gone into millions of families with a new look (especially for newly-married families); packaging products designed in black tone are commonplace. For example, the packaging of men's cosmetics from Japan Shiseido is designed in black, and it is considered that the men's steadfastness and strength are displayed, and the wave of rush-buying has actually begun. Some French beer and whisky packaging also use black to show a strong male taste. Proved to be aged and brewed, echoing nostalgic classical patterns. In France, there is a kind of cigarette called “Zen” which is all black and has the Chinese “Zen” printed on it. It means quiet and inaction. It has caused a wave of emotions in a certain consumer class and it is so popular! A specialty filter cigarette, originally listed on the market in the same product has the effect of surprising victory and sudden emergence. It has emerged from the mediocre face and immediately received the favor of the majority of smokers. Because of its novelty, the artificial leather handbags in the United States are several times more expensive than other genuine leather satchels. They also make fashion women rush. For people who have no me, people have me new, the more expensive they are, the more their identity status is, and the genuine concept has become Not to appreciate it, it is the pride that swaggers all over the city. Modern people demand that packaged goods quickly update to adapt to their changing tastes. Among them, the packaging products that are outstanding for consumers are likely to become the wave and lead the trend of the times. Once popular psychology became popular, the trend became common to all, and the market then abandoned, renewed, and renewed the cycle, pushing the trend to a higher level, and greatly satisfying the psychological needs of modern consumers.

Modern people buy packaged goods just like their friends, and they want to be in love with each other. They hope that the packaged goods will have good wishes for their auspicious auspiciousness from names to colors to patterns. Foreign packaging experts believe that “packaging is a kind of container with a psychological influence”, so there is emotional communication to buy packaged goods. Regardless of whether the products are good or not, they will stir up the waves of emotions in the minds of consumers and induce their potential. Psychological needs or resentment. When we opened the birthday cake package and heard melodious music, we added an atmosphere of joy and joy. When we delivered packages of birthday gifts, we could see the smiley old red stars of the face, and we felt the blessings of the gift givers. Heart-shaped pillowcases, cups and paper towels are beautifully designed for personal use and gifts. They are packed with sweets and biscuits named after “Great Four Happiness”, “Jin Bai Li” and “Fu Lu Shou”. Commodities, warm atmosphere, and good morale, of course, are more attractive to customers. Food packaging intentionally designed into a narrow waist shape, like the slim figure of a girl, to meet the psychological requirements of women in the era of weight loss; Japan has a washing machine called "love wife" card, full of human touch, attracting many men to buy.

However, some packaging designs are self-defeating and counterproductive. For example, there is a purple tea set for the elderly, whose side is written with two poems: "The setting sun is infinitely good, but it is near dusk." Because of the low mood, it is easy to cast a shadow of loneliness and desolate in the heart of the old man. Everyday, in the face of such a tea set, he feels sore. Who is still in a mood to use it? A few years ago, a printing house invited famous artists to paint the “Dream of the Red Chamber” where the twelve gold-looking portraits were made into New Year's pictures. The character image and print quality were impeccable, but the buyers were stumbling after the listing. The reason is that at the beginning of the new year, people always want to discuss auspiciousness, and the 12-year-old is not a widow or premature death.

In short, good packaging products with good name design, packaging will be radiant, imposing and imposing, in the sales market far ahead, in which entrepreneurs should be inspired.

(to be continued)