Commodity packaging is an important part of commodities. It not only plays a role of protecting commodities, facilitating transportation, promoting sales, and facilitating consumer purchases, but also serves as a medium for displaying corporate image. This is the purpose of the packaging design of the product, and then it is planned and conceived according to the nature, form, and circulation intention of the specific product. The material, shape, color, structure, text, graphics, and technology are handled appropriately to create a new packaging entity. The process of activities. In the dazzling array of goods on the shelves of major shopping malls, it is often seen that the packaging design of the same product is very similar. They either have only changed colors, or just added a little text description, etc. Series, this packaging method is more and more favored by the manufacturers of serialized packaging design.è¬ As a brand of instant noodle packaging, use the same specifications, trademarks, product names, etc., but use different packaging colors due to different flavors. Below, the author will briefly explain the basic knowledge, classification, features, functions, status quo and development trend of serialized packaging design.
The basic knowledge of serialized packaging design
The biggest challenge in branded product packaging design is to maintain the visual consistency of the entire product family, namely serialized packaging. The so-called serialized packaging design refers to the same category of product packaging design based on a unified trademark pattern and text font, with different colors, water lines, or different modeling structures as the basic requirements. , both diversification, but also a sense of integrity. Serialized packaging is a more popular form of international packaging design today. It is a company or a trademark, brand name of different types of products, with a common packaging characteristics to design a unified, forming a unified visual image. Such as using a special shape, text, logo, color, pattern, etc. to unite, so that the packaging of various products with a unified identity, in the shelf display, so that consumers can see at a glance is the company or a product name, and each A product's packaging has personality.
Serialized packaging design classification
Serialized packaging design of products can be roughly divided into three categories:
1. The same brand, different functions of goods for complete series of packaging.
2. The same brand, the same main function, but different series of auxiliary functions, such as a brand of multiple air fresheners, the main function is to clean the air, but the auxiliary function is different.
3. The same brand, the same function, but different formula series of goods. For example, a brand's various facial creams are cleansed but their formulas are different. In designing product packaging, designers should fully grasp the characteristics of serialized packaging design, not only to play the role of serialized packaging design, but also to help consumers distinguish and select products.
Serialized packaging design features
Series packaging design is a more popular form of international packaging design today, it has very obvious characteristics.
1. Style uniform. Serialized design includes eight elements: form, size, composition, image, color, trademark, name, and technique. Under normal circumstances, the three items of trademark, product name, and technique cannot be changed, and the remaining five items can be produced in at least one item, so that the serialization effect can be produced. This makes the overall style of serialized packaging design uniform and enhances production: The correlation between products.
2. The number of products in a series is relatively high. Obviously, because the product adopts a serialized packaging design, the number of the same series of products is at least two, and generally there will be more than two, so it is helpful for the promotion of products. When consumers buy, it is a series to buy. , can increase the sales of goods.
3. In line with the principle of "diversity and unity" of aesthetics, the individual components of serialized packaging design products have their own characteristics and changes. At the same time, each monomer package forms an organic combination that produces an overall beauty effect. Makes a wide range of goods both varied and beautiful, but also a unified overall beauty.
Serialized packaging design features
1. Expand influence and form brand effect. With the continuous development of the economy, any type of best-selling product will quickly lead to a large number of companies flocking to the same market. The identifiable differences between products will become more and more blurred, and the difference in the value of product use will become insignificant. If at this time the company still emphasizes the product's own characteristics and emphasizes the subtle product differences, consumers will not recognize it. On the contrary, the brand image of products has become increasingly important. In the brand image strategy, the first is the strong brand with the brand or corporate logo as the main body. The second is to emphasize the serialization of packaging to highlight its brand. The six unifications of serialized packaging design (unified brand names, unified trademarks, unifying decoration, uniform shapes, unified characters, and unified colors) strengthen the visual impact of products. With the continuous expansion of social production, more and more rich social products, coupled with the increasingly fierce market competition, commodity packaging in advertising has become an increasingly important position, through the serialization of goods can be better People's attention to this commodity. Due to the repeated appearance of a unified image in a group of products, consumers have a relatively deep impression on the brand names, trademarks, and images of the products. Not only did consumers immediately notice the goods, but more importantly, they left them a very deep impression and successfully established their brand image. Many foreign cigarette packs are designed using the brand's trademarks or corporate logos, such as Marlboro, 555, Hilton, and Moore. Serialized packaging has undergone a qualitative leap. It not only uses a unified form, uniform color, and a unified image to regulate products with different shapes, different uses, and interconnected products, but also a vision of the company's business philosophy. Extend, so that the value of the goods information has unprecedented power. To shape the brand image of the product, the actual BU is the second investment in the product, which is an increase in the added value of the product.
2. Shorten design cycle, facilitate plate printing, save production time. The unification of serialized packaging in terms of modeling, text, decoration, color, trademarks, brand names, etc., can greatly shorten the cycle of serialized packaging design and save a lot of design time, thus enabling designers to have more time for new products. design. In the printing stage, due to the sharing of some printing plates, the production cost is greatly saved, and a certain plate-making time is saved.
3. To expand sales, the overall price of using a series of packaging design products is lower than the total price of a single purchase, such as a brand of a series of cosmetics, while maintaining the overall design style, using a larger container to collect a variety of cosmetics Packaging, as a sales unit for overall sales. Relatively cheap prices can not only attract more consumers, but also a series of products. On the one hand, the number of people purchased increased, and on the other hand, the number of people purchased by each person also increased. Obviously, the product of the two will increase significantly, thereby expanding the sales of the product. There is a brand of skin care products, which will design cleansing milk, lotion, moisturizing lotion and other packaging designed as serialization, to complete sales, and expand the sales of the product. In the fierce market competition, the promotion effect of packaging has become increasingly obvious, and the application of serialized design of packaging has received more and more attention.
4. Other roles, both varied and beautiful beauty, but also a unified overall beauty; strong display on the shelves; easy to identify and remember; enhance the effectiveness of advertising.
The Current Situation and Development Trend of Serialized Packaging Design
Due to the obvious advantages of series packaging, it has been more and more widely used in the packaging of various products. For example, serialized packaging of cosmetics, serialized packaging of cigarettes, serialized packaging of wines, and even serialized packaging of medicines and ammunition equipment are becoming more and more common. Serialized and generalized packaging of ammunition and equipment not only reduces the variety and quantity of equipment packaging, facilitates the management of equipment, but also more importantly facilitates the redevelopment of containerized operations and loading, unloading and transporting machinery, thereby providing rapid protection for ammunition equipment. condition. Although serialization of pharmaceutical packaging has just begun in China, it takes time to form a climate, but with its continuous introduction, different manufacturers will form their own unique series of packaging, not only conducive to shaping brand-name products, establish a corporate image, but also help improve The competitiveness of drugs, thus occupying the market.
The brand name effect plays a significant role in the fierce market competition, and the serialization of cigarette packaging and decoration utilizes this brand-name effect. Most cigarette manufacturing companies in our country have certain brand-name effects within a certain area, and within this area. The launch of a series of cigarette products is easily accepted by consumers. However, if it is to launch a brand new brand, it will probably take a long time to nurture and invest a lot of manpower, financial resources and material resources. Therefore, using serialized cigarette packs has a multiplier effect. At present, when domestic tobacco companies promote products, they usually adopt a brand as the main method to develop multiple series around a brand. Not only cigarettes, but also products such as wine, tea, and cosmetics. Serialized packaging design has become an important form of expression in contemporary international packaging design. In the near future, there will be more broad prospects for development.
Author: Zhou Hao
Reprinted from: China Packaging News