How brand package highlights product personality

Brand packaging design should begin with the elements of trademarks, designs, colors, shapes, and materials. After considering the characteristics of the goods, we must follow some basic principles of brand design, such as: protecting the goods, beautifying the goods, and facilitating the use of the design. The elements are coordinated and complement each other to achieve the best packaging design. From the perspective of marketing, brand packaging patterns and color design are important factors that highlight the personality of a product. Personalized brand image is the most effective promotion method.

Packaging design

The configuration of product images, text, and background in the packaging pattern must focus on attracting customers' attention and directly promote the brand. The packaging pattern is more specific, intense, persuasive, and sometimes more time-consuming than the brand name. Its design must follow the basic principle: form and content should be the same, specific and distinct, a look at the packaging to know the product itself; to fully display the product. There are two main methods used here. One is to use vivid color photo representations to truly reproduce the product. This is the most popular in food packaging, such as chocolate, candy, canned food, etc., realistic color photographs show the color, taste, type of mouth-watering; the second is to directly display the product itself. Transparent packaging and open skylight packaging are very popular in food, textiles, and light industrial products; detailed and detailed instructions are required. In the packaging design, there must be specific instructions on the raw materials, preparation, efficacy, use, and maintenance of the product, and if necessary, brief schematic diagrams should be accompanied; the color of the product image should be emphasized. It not only uses transparent packaging or color photographs to fully represent the inherent color of the product itself, but also uses more color tone that reflects the image of the product, enabling consumers to produce similar cognitive reflections similar to signal reflections, quickly ascertaining the packaging's content. For example, the upper body of the Marlboro cigarette case adopts dark red, the lower body is pure white, and the color is striking and prominent, reminiscent of the masculinity of the western cowboy. The logo of Philip Morris, which is stamped with gilding on the top of the cigarette case: Two horses guarding a golden crown, together with the black Marlboro logo, make Marlboro even more impressive.

The packaging of the “Door family” style should be focused on the main sales side of the packaging. Any product produced by a company or produced under the same brand name, regardless of variety, size, size, shape, shape and pattern of packaging, adopts the same pattern, even the same color, gives a unified impression. Customers can see that the product is the Ho brand.

Pay attention to efficiency design. The efficacy design in packaging patterns is mainly reflected in the following aspects:
Protective performance design, including moisture, mold, tamper, shock, leakage, shatterproof, anti-extrusion and so on.
Convenient performance design, including convenience for store display, sales, customer convenience, use, etc.
Sales performance design, that is, without the introduction or demonstration of sales staff, the customer can only know the product by just "self-introduction" of the packaging screen, so as to decide to purchase.

The design of packaging patterns requires that consumers be impressed with simple lines, vivid personalities, and reasonable colors. Take the Royal Salute 21 in Scotch Whisky as an example. The wine was carefully brewed over 21 years and was decorated with blue, red and green royal imperial porcelain. The bottle was engraved with a knight image of a sword across the horse. There were two salutes on the brand logo. And with the Scotch Whisky Association's 21-year proof of the age certificate, the entire package looks elegant and rich, so that some people drink wine, carefully collect the bottle.

Taboo design is also a noteworthy issue. Different countries and regions have different customs and values, and thus have their own favorite and taboo patterns. The packaging of products can only be adapted to these, and it is possible to gain recognition in the local market. The taboo of packaging design can be divided into several taboos for people, animals, plants and geometric figures.

Packaging color design

Color plays a particularly important role in packaging design. In the fiercely competitive commodity market, it is necessary to make the products have distinct visual features that distinguish them from other products, and it is more tempting to charm consumers, stimulate and guide consumption, and enhance people’s memory of brands. use.

Japanese color expert Da Zhihao had done in-depth research on the color design of packaging. In his book Color Fundamentals, he proposed the following eight requirements for the color design of packaging: whether packaging colors can be clearly identified in competitive products; whether it is a good symbol of product content; whether the color is different from other The design factors are harmonious and unity, effectively expressing the quality and weight of the product; whether it is accepted by the product purchasing class; whether there is a higher degree of visibility, and can have a good set of characters; the effect of a single package and multiple packages How are the stacking effects; colors in different markets, different display environments are full of vitality; whether the color of the merchandise is not limited by the color management and printing, the effect is the same.

These requirements are undoubtedly realistic in the practice of color design for commodity packaging. With the diversification of consumer demand and the segmentation of the commodity market, the requirements for brand packaging design have become increasingly strict and meticulous. In order to more accurately grasp the different requirements of the different types of product packaging color design, we can classify the consumer goods into three categories, and put forward the specific requirements for color design.

The first category, luxury goods. Such as cosmetics in the high-end perfumes, soaps and women's clothing products, etc.; men use such as cigarettes, alcohol, high-grade candy, chocolate, exotic luxury specialty products. This kind of product requires a unique personality in particular. The color design needs a special sense of atmosphere and a high price and a sense of luxury. For example, French high-end perfumes or cosmetics have mysterious charm and incredible atmosphere, showing the romantic atmosphere of Paris. This kind of product should be elegantly designed regardless of the package type or color. For another example, men's taste of whisky, packaging design should have a special atmosphere of the nobles living in the 18th century, cigarette packaging design requires a noble sense of temperament. The cigarettes of KENT cigarettes are white in color. A white ancient castle towers in white and is adorned with the golden "KENT" trademark, which reminds people of the noble life in the old castle. . The background color of the Camel cigarette case is pale yellow, which means that the vast desert. Pyramids and palm trees on the background pattern represent the ancient East, giving a mysterious and primitive feeling. The packaging of such products should give people a feeling of high-priced brand names. The domestic "Moutai", "Wuliangye", "Luzhou Laojiao", "China Tobacco", "Yinyan" and other top-quality packaging are also starting to design to international brand names.

The second category is the foods needed for daily life, such as canned foods, biscuits, condiments, coffee, and black tea. The color design of this type of product packaging should have two characteristics: cause consumers' appetite; to deliberately highlight the product image, such as mineral water packaging using sky blue, suggesting cool and pure, and fully transparent plastic bottles, fully display the product feature. At present, this type of product in China is a brand-name food, beverage, mineral water and other relatively successful.

The third category is popular commodities, such as middle and low-grade cosmetics, soap, and health protection products. Such products are positioned in the popular market, and their packaging color design requirements: to show a sense of atmosphere that is easy to get close to; to show the high quality of the goods; to enable consumers to identify the brand in a short time.

Reprinted from: Planning Network