Packaging Design Talk (1)

The first part of the general theory

Chapter 01: Overview and Classification of Packaging Design

First, the definition and role of packaging

1.1 The definition of packaging

It can be said that from the day when there is a product, there will be packaging. Packaging has become an inseparable part of modern commodity production, and it has become a powerful tool for various businesses to compete. Each of the companies has been brand-new packaging, brand-new listing to attract consumers, rack their brains and spare no expense in order to change their products consumption. The image of the person in his mind thus enhances the image of the company itself. Just like the record company created a brand new package for the singer and changed its image in the hearts of fans. Nowadays, packaging has been integrated into the development, design and production of various products. Almost all products need to be packaged. In order to become a commodity into the circulation process.

Packaging understanding and definition, in different periods, different countries, their understanding and definition are not the same. In the past, many people believed that packaging was the purpose of turning circulation materials, and it was a means and tool for wrapping, bundling, and containing items. It was also an operational activity for packing and holding items. Since the 1960s, with the popularization and development of various supermarkets and supermarkets of their choice, packaging has been dominated by the safe circulation of the original protection products, and it has shifted to the role of salespersons. People have also given new meanings to packaging. And mission. The importance of packaging has been recognized by people.

For the definition of packaging, it is defined in the Advanced Chinese Dictionary as:

1) The act or process of bundling things into bags or containers, etc.
2) The things that are packaged goods, that is, the cover, jacket or container that covers them; specifically the protective units used to store or transport the goods. In the national standards of 1983, the definition of packaging was: “In circulation To protect products, facilitate storage and transportation, promote sales, and apply certain technical methods and other operational activities in the process of using containers, materials, and aids according to certain technical methods. In other versions of textbooks, there are also definitions for packaging: To ensure that the original form and quality of the goods are not damaged or affected during transportation, flow, transaction, storage and use, and a series of technical means adopted for the goods is called packaging. ”
Although there are slight differences in the definition of packaging in each country and region, they all focus on the function of packaging.

1.2 The role of packaging

1.2.1 Protection Features
The protection function is also the most basic function of the package, even if the product is not damaged by various external forces. A commodity must be circulated several times before it can enter a mall or other place and eventually reach the hands of consumers. During this period, it needs to go through handling, transportation, inventory, display, and sales. In the process of storage and transportation, many external factors, such as impact, moisture, light, gas, bacteria, etc., threaten the safety of the product. Therefore, as a packaging designer, before you start designing, you must first think about the structure and materials of the packaging to ensure the safety of the goods in circulation.

1.2.2 Convenience features
? The so-called convenience function, that is, whether the packaging of goods is easy to use, carry, store and so on. A good packaging work should be based on "people" and be considered from the consumer's point of view. This will narrow the relationship between goods and consumers, increase consumers' desire for purchase, and promote the trust of goods. Communication between consumers and businesses. I think that when many people buy cans of beverages, they all like the pleasure of a “bang” when they open the lid.

1.2.3 Sales Function
In the past, people often said that "wine is not afraid of the deep alley", "first-class products, second-class packaging, third-class prices", as long as the product quality is good, we can not sell it. In today's increasingly competitive market, the role and importance of packaging is also profound for manufacturers. People already feel that "the wine is also afraid of the deep alley." How to make their products sell well, how to get their products out of a dazzling array of shelves, relying solely on product quality and media bombardment is not enough.

Because, in a variety of supermarkets and self-selected stores are mushrooming today, directly to consumers is the product's own packaging. Good packaging can directly attract the attention of consumers, so that consumers have a strong desire to purchase, so as to achieve the purpose of promoting smoothness. Imagine a certain product, in the media, it depicts the incomparable magic, whether it is a function, but also the appearance of quality, people are always ready to hear, wait for a pro-Fang Ze Ze immediately, once it is owned, do not ask for anything. When you get something, the thing that pops out of your field of view is a rough packaging, overflowing with a thick "soil" and "grey" taste. Is it trust? I'm afraid your first thought is that the media is wrong, advertising is so good. Not yet open, it began to disappoint.

Today, many smart manufacturers and planning companies have listed packaging as one of the company's 4P strategies (position market, product product, and package package). By including packaging in CI, it also promotes its own corporate image while promoting its products.

As people often say, "Packaging is a silent salesman."

Second, the classification of packaging design

There are various kinds of products, various forms, and a wide variety of different functions and appearances. The so-called content decision format, packaging is no exception. Therefore, in order to distinguish the convenience of products and design, we classify packaging as follows:

2.1 According to the product content:
Daily necessities, foods, alcohol and tobacco, cosmetics, pharmaceuticals, sports, crafts, chemicals, hardware appliances, textiles, children's toys, native products, etc.

2.2 According to packaging materials:
Different products, in consideration of its transportation process and display effect, use materials differently. Such as paper packaging, metal packaging, glass packaging, wood packaging, ceramic packaging, plastic packaging, cotton and linen packaging, cloth packaging and so on.

2.3 by product nature
2.3.1 Sales Packaging Sales packaging, also known as commercial packaging, can be divided into domestic packaging, export packaging, gift packaging, and economic packaging. Sales packaging is directly oriented to consumption. Therefore, when designing, there must be an accurate orientation (about the positioning of packaging design, described in detail later) in line with the object of the appeal of the goods, to be concise and generous, convenient and practical, but also able to reflect Commerciality.

2.3.2 Storage and transportation Packaging, storage and transportation packaging is also the packaging for the purpose of storing or transporting goods. It mainly circulates between manufacturers and distributors and stores, facilitating the handling and counting of products. When designing, it is not important, as long as you indicate the number of products, delivery and arrival date, time and place, and so on.

2.3.3 Packaging of military supplies for munitions The packaging of munitions can also be said to be special product packaging. Since it is rarely encountered in design, it is not described here in detail nor is it the focus of this book.

2.4 The shape of the packaging:
2.4.1 Packages A package is also called an inner package or a small package. It is the most intimate contact with the product. It is the first layer of protection for the product to market. The packaging is usually displayed on the shelves of a shopping mall or supermarket, and finally the products are bought together with the consumers. Therefore, when we design, we must also embody merchandise to attract consumers.

2.4.2 The packaging in the packaging is mainly for the purpose of enhancing the protection of the goods and facilitating the counting and assembling or packaging of the goods. For example, a box of beer is 6 bottles, a bundle is 10 bottles, a cigarette is 10 packets and so on.

2.4.3 Large packaging Large packaging is also called outer packaging and transportation packaging. Because of its main role is to increase the safety of goods in transit, and it is easy to handle and count. The design of a large package is relatively simple and relatively simple. When designing, it usually indicates the product's model, size, size, color, quantity, and date of manufacture. In addition to this visual symbol, such as careful light, moisture, fire, stacking limit, toxic and so on.