Commodity packaging and decorating and commercial advertising (in)

First, emphasize brand concept in packaging and decoration design

In modern society, the rhythm of people's life is generally accelerated, products are diversified, and the commodity market is exquisite and colorful. Modern advertising emphasizes the presentation of advertising themes in a succinct and concise manner, strengthens brand awareness, strives to increase the attention rate of the audience, and the packaging and decorating reforms also follow suit. It is proposed that packaging design should be able to identify products at five times the distance from the packaging. The concept of the main information, some brand-name goods have improved the image of the license, and some to highlight the brand as the main graphics, in order to facilitate the company's overall product sales.

Pepsi Cola registered fonts are also the main graphics of its packaging and decoration, from its development to the Jane's evolution, but also appreciate the packaging changes. When the packaging was improved around the 1970s, advertising campaigns also cooperated to explain: "·" (after "PEP") (also used as a substitute) is the pause point for syllables, and "PEP" is the voice when aluminum cans are pulled apart. “SI” is the sound of beverage foaming. This interesting advertising campaign caters to the psychology of American youth. After the improvement of packaging, it has caused product sales, and even surpassed “Coca-Cola” where sales have been the first. Cases can also see that the organic combination of packaging and advertising can produce good commercial results.

Second, the rise of the CI campaign launched a package that reflects the spirit of enterprise

The CI movement that rose in the mid-1950s and the developed countries that swept the economy in the 1970s. The purpose of CI is to integrate the Corporate Concept (MI) and the Corporate Code of Conduct (BI), and to present it in a "Visual Communication System" (VI) normatively, also called the corporate image design. Packaging and decoration and advertising are all within its scope of improvement, so that the field of packaging and decoration performance to a more in-depth development.

The United States Kodak film is the film industry's old brand name, packaging used in the West is also considered noble golden yellow, "Keda" word for camera shutter sound, with "K" deformation of the main graphics, is the first of Kodak According to its propaganda, the letters are also the king's meaning of "KING", highlighting its authority and the style of the king.

In the 1970s, Japan’s Fuji Group, which implemented CI, was marked by a youthful greenish-green tone. In the sloping white belt, the registration word was highlighted in red, and the font was intentionally processed into a fist-like shape, full of movement and implied. A new-born company has entered the world powerfully. From the improvement of packaging in these two cases, we can realize that packaging and decorating are not limited to beautifying products and expressing the characteristics of products, but also conveying rich information and expressing the company’s philosophy. The above two kinds of packaging are also in line with their advertising, business environment and other aspects of design style, enhance their respective market competitiveness.

Third, the use of advertising sentences on packaging has strengthened the organic integration of advertising and packaging.

Advertising sentence is the essence of modern advertising copy. Although it often appears as a subscript in the advertisement, it can give people a deep impression because of the characteristics of the condensed product and its advantages of propaganda, interest, good taste, easy to remember and so on. Impression, the use of advertisements on packaging also shows an increasing trend, which can also be said to be an extension of advertising effectiveness without increasing the cost.

Fourth, the series of packaging to enhance the display effect of the product:

Products of the same brand are packaged using the same or the same series of graphics, texts, shapes, and colors to form a unified style. Also referred to as “unified packaging strategies” can create strong visual effects in shopping malls, so that customers can produce brands or companies. Impressed by the fact that the actual visual impact with the advertising has a similar effect.
(to be continued)