Ten Consciousness of Packaging and Decoration Designers (III)

4 brand awareness from China's first rabbit trademark to the current market economy brand battle; from the foreign Coca-Cola, McDonald's to China's famous trademarks and well-known trademarks, all illustrate the importance of the brand. The source of these brands (or the design of the trademark) is mostly from the hands of decorators. From this we can see how close the relationship between the decorator and the brand is. Therefore, special emphasis is placed here on the brand awareness of interior designers.
How do you embody this brand awareness in packaging and posters? There are two main points to be noted: The first point is to place the brand (or trademark) in the most obvious position on one screen; the second is the name of the brand (or through the slogan ) To "fire" on the screen.
1. How should the brand (or trademark) be placed in the most obvious position of a picture? This is a problem that the decorator must pay attention to. If we take a hard look at some of the packaging or posters, where the trademark or brand name appears prominently on the screen, then it can be said that the brand awareness of the decorator is very strong; on the contrary, the awareness of the decorator is very weak. . Now we need to figure out where in the picture is the most obvious place. Generally speaking, according to people's visual habits, the position in the upper left corner or the position in the upper half of the picture is more obvious, followed by the upper right corner and the upper right half. Department's location. Of course, the central place is also very important, but this important place should be the name of the most topical content or appeal in a package or poster. As with the above principle, this brand name, or the photograph of the appeal, or the image of the appeal, appears together with the slogan. So, under normal circumstances, the brand name of the brand should be arranged in the upper left corner or upper right corner of each picture. At the same time, it is also worth noting that the trademark on the screen should not be too small or too big, and it should be of the right size.
So how can the name of the brand (or through the slogan) be “fired” in the picture? The main method to solve this problem should be that the brand's name should be displayed in the image through advertising words, or bring the brand's trademark in front of the advertising language. Such slogans often appear in the packaging and posters of Shuanghui products: “A delicious ham and King of Shuanghui Wang”. Among them, "Shuanghui" and "Wang Zhongwang" have emerged as brand names. Another example is “It's delicious, of course, it's open.” This is the slogan for Haru's ham. It's a pity that you can't find the brand name on the top or the brand name that appears with the advertising language. Big eye-catching, big stimuli, big impact, it's best to occupy one-third or one-fifth of the picture, not too small.
These requirements require that designers must pay attention to the design in peacetime. To be aware of the competition in the market economy is essentially a competition for brand wars. Therefore, whether in the packaging design or in the poster design, the trademark (or brand name) should be pushed into the prominent position of the screen. This is not only the responsibility of the manufacturer and the merchant, but also the obligation and responsibility of the designer.
5 Folk (national) awareness is only the nationality is the world. As part of corporate culture, packaging and posters have both its practical functionality and its cultural and artistic qualities. Since there is cultural and artistic quality, it cannot be separated from folk or nationality. With the characteristics of folk or nationality, it not only embodies the unique personality and distinctiveness of the package or poster, but also its obvious geographical features, national folk features and cultural characteristics are reflected. We know that the packaging motifs of "Ashima" cigarettes and "Hilton" cigarettes in the United States all have very distinct folklore characteristics. The French "brandy" wine and Chinese "Maotai" wine also have this feature. Yang Liuqing of Tianjin, Yunnan's batik painting also has this feature. The Coca-Cola posters of the United States and China’s Jianlibao posters also have the same purpose. Therefore, designers must set up such a consciousness. When designing a product package or poster, if this nationalistic feature can be reflected, it can not only highlight the “special” but also promote the product. Poster propaganda will play a role in fueling.
In order to establish this awareness, what problems should designers pay attention to?
First, it is helpful to understand the geographical features of the product being designed, what the folk culture is, what the totem or mascot of a nation is, and what are the salient features of folk literature. As a regional feature, Shaolin Temple in Henan, Guilin's landscape; as a national culture, China's dragon dance lion dance; as a totem or mascot: "Chinese dragon" and "lion"; as a significant feature of folk literature: "seven fairy", " "White Snake", "Weaver Cowherd," "Play Acrobatics," "Look at Village Play." As a symbol of folklore and nationalization, decorators and designers must be familiar with and mastered, and should be skillfully applied in practical design work.
Second, in the application, we must pay attention to the internal relationship with the expressed theme. In other words, it is necessary to pay attention to the inextricable link between the inner and the inner. If there is no such connection, it is imperative to ignore the indiscriminate Lalang match. For example, Ashima cigarettes are the seat of Ashima's manufacturer and are named after the legend of local "Ashima." Chinese cigarettes are designed based on the background of Tiananmen Square in Beijing. "Maotai" wine is named after Maotai Town. It is not difficult to see the influence of regional culture and the folklore that it represents. From the perspective of the world, this is also called national characteristics. (To be continued)