How packaging design attracts consumers with visual impact
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To create a unique personality and personality in the packaging design, graphics is a very important expression technique. It plays a role as a salesman, and conveys the contents of the package to consumers through visual effects. It has a strong visual impact. Can attract the attention of consumers, resulting in the desire to buy.
First, the factors that determine the packaging graphics
1. The packaging graphic is closely related to the contents of the package.
The packaging graphics can be summarized into three types: figurative graphics, semi-graphics graphics and abstract graphics. It is closely related to the contents of the package so that the characteristics of the product can be fully conveyed. Otherwise, it does not have any meaning and cannot be reminiscent. To anything, you can't expect it to happen, it will be the biggest failure of the packaging designer. Under normal circumstances, if the product is more important than physiological, such as eating and drinking, it is more focused on the use of figurative graphics; if the product is more psychological, mostly using abstract or semi-figurative graphics.
2. The packaging graphic is related to the age, gender, and education level of the appeal object.
The packaging graphic is related to the object of appeal, especially if it is under 30 years old. When designing the product packaging graphic design, it should be well grasped so that the design packaging graphic can be recognized by the object of appeal, thereby achieving the purpose of demand.
a, age group
Under 12 years old: This age group is a child's period, and it tends to subjective consciousness for recognition and performance graphics. Such as cartoon characters, semi-figurative graphics and those with dynamic and fun graphics, in line with children's simple naive psychological characteristics.
13-19 years old: This age group is puberty development. They are fanciful and imitative, and they love idol, dreamy and more styled packaging graphics.
20-29 years old: Young people after 20 years of age, their physiological development has matured. The gender difference characteristics are also particularly significant. Beginning to focus on the sense of value and authority, and most of them have been in the employment stage, strong judgment, acceptable packaging graphics for different forms of expression, but still fresh on abstract graphics.
30-49 years old: Most of the people in this age group have established a family business. Due to the influence of life, occupation, economy, society and other factors, the thoughts are more realistic, and they have strong positioning concepts. They like rational realism and mostly prefer figurative graphics. .
b, gender factors
Men like to take risks and have the ambition to conquer others; women like to be gentle and stable. Therefore, men prefer the illustrative, sci-fi, and new visual expressions in the form of packaging graphics. Women are more inclined to emotional needs, like figurative, beautiful forms of expression, as well as physical and psychological factors, should also be considered.
c, education background
In the process of learning, education has changed people's concepts and temperament, and at the same time changed the criteria for judging knowledge. Due to the different levels of education, there is a great difference in the preferences for packaging expressions. People with higher academic qualifications are more likely to accept abstract graphics; those who are less educated prefer to choose realistic figurative graphics that are easy to distinguish.
Second, the form of packaging graphics
In the packaging design, there are mainly the following types of packaging graphic expressions, which should be used flexibly in packaging design.
1. Product reproduction
Product reproduction allows consumers to directly understand the contents of the package in order to produce visual impact and demand effects, usually using figurative graphics or realistic photographic graphics. For food packaging, in order to reflect the delicious taste of food, photos of food are often printed on the product packaging to deepen the consumer's vivid impression and create a desire to purchase.
2. the association of products
"Touching the scenes" means that similar life experiences and thoughts and feelings are evoked by things. It is based on emotions, and thus things move toward others, and the appearance of one thing is thought of from the appearance of one thing. In general, it mainly depends on the shape characteristics of the product, the effect characteristics of the product after use, the static state of use of the product, the composition of the product and the components of the package, the source of the product, the story and history of the product, the characteristics of the place of origin and the national customs. The design of the packaging graphics to depict the connotation of the product, so that when people see the graphics, they can think of the contents of the package.
3. the symbol of the product
The excellent packaging design is pleasing and praiseworthy, and people can't help but want to buy it. This kind of factor that has to be liked is the symbolic effect of the packaging. The role of the symbol is to suggest that although the idea is not conveyed directly or specifically, the implied function is powerful and sometimes exceeds the concrete expression. For example, in the packaging design of coffee, a steaming packaging graphic symbolizes the quality of coffee, and it also symbolizes that young men and women are indispensable beverages in love interactions and dating to attract consumers.
4. using the brand or trademark to do graphics
Using a brand or trademark as a product packaging graphic can highlight the brand and enhance the credibility of the product quality. Many shopping bag and cigarette packaging designs use this form of packaging graphics.
5. the product is set off
The so-called blessing is the expression of the opposite of the opposite of the thing, so that the product image is more vivid, strong and prominent.
6. the use of products
Often, consumers don't know much about the characteristics of new products, which requires an artificial approach to explain in a variety of ways. But the best way is to work hard on the packaging, using packaging graphics to express the use of the product; to increase the persuasiveness of the product, thus causing consumer interest. For example, a photo of the brewing process or the method of use is printed on the instant noodle package to enable the consumer to know the characteristics of the product in advance.
In the packaging design, the packaging graphics can not be isolated separately, but should work closely with the overall layout to make the overall visual design perfect, thus establishing a unique style.
Third, the design of export packaging
According to the preferences and taboos of the countries in the world, choose the appropriate packaging graphics.
In export packaging, cases where imported goods are detained by local customs or rejected by local consumers are caused by the fact that the packaging graphics are in violation of the importing country’s taboos. Therefore, it is important to understand the taboos of packaging countries in the packaging design of export products.
Different countries have different preferences and taboos for packaging graphics: Islamic countries banned pigs, hexagonal stars, crosses, female human bodies and raised thumbs as graphics, like five-pointed stars and crescent-shaped graphics; Japanese think lotus Unlucky, fox, blackmail and greed, and the 16-petal chrysanthemum pattern used on the Japanese royal top is not suitable for use on the packaging. They like round and cherry blossom figures; the British compare the goat to a men who are not serious, and the rooster is The inferior thing, the elephant is useless, it is boring, not as a packaging graphic, but like the shield and oak graphics; Singapore is famous for its lion city, likes lion graphics; the dog's graphics are Thailand, Afghanistan, The Islamic countries in North Africa are taboo; the French believe that walnuts are unlucky, the spades are a symbol of funeral; Nicaragua and Koreans believe that triangles are unlucky, and these cannot be used as packaging figures; some people in Hong Kong regard chicken as a prostitute. Therefore, it is not suitable for bedding packaging graphics.