Packaging and Decoration in the WTO Era Focus on Designing Ideas (II)

2 WTO packaging design is expensive in positioning concept packaging design. Mainly by the brand, name, design, color, registered trademarks, computer bar codes, factory name, advertising language, weight and ingredients and other components. A flat design. It is to introduce consumers to their products and reach the goal of communicating with consumers and being recognized and sold. Its role is mainly to: beautify the promotion of goods, improve the quality of goods, quality, price. Packaging and decoration is to expand the gap with similar products, in order to enhance the shelf competitiveness of products to meet consumer psychology and aesthetic needs, and ultimately achieve the purpose of establishing a brand image. To this end, packaging design should have a solid design basis, a new design concept and an accurate market positioning. The key objectives in the design of packaging and packaging are the comprehensive and accurate market research and accurate product positioning. There are mainly the following types of product positioning:
a. Brand Positioning. It is to show consumers "identity". It is the product of that grade, that is, low, medium and high grades. Under the circumstance of advocating brand names in the mind, brand positioning has important promotional significance. Causes of brand grades are mainly due to: First, the product is not the master, including quality, product price, appearance, quality is relatively low. The second is that the advertisements for goods are not lawful and do not exert onerous and deterrent effect. The third is that the packaging and decoration of goods, irrational design, etc., cannot get the psychological recognition of consumers. The brand's grade can be further subdivided to help establish the key concepts and themes of the design. Embellishment should highlight its brand, namely brand positioning. In the exhibition area, the proportion, form, and color should emphasize the brand image. In addition, due to the late implementation of China's brand strategy and other reasons, some brands of famous domestic products are often unknown, only knowing their name or place of origin. Such as Guizhou's Maotai, Jingdezhen ceramics, such as the decoration design of such products if the domestic sales position should be the product name and origin. Of course, it is also necessary to highlight the brand and create conditions for implementing the "WTO brand strategy";
b. Quality positioning. Mainly refers to the quality of the product, appearance, function, use, and other aspects of exquisite quality and design and processing technology level. If the famous product should clearly reflect the beautiful image of the item from the box shape to the decoration. The key to quality positioning design is to highlight the quality image of the product. Can use the camera means, ultra-realistic rendering techniques and other methods to reproduce the quality of the product fidelity, the purpose is to attract customers, causing consumers' attention and favor. The quality of goods can also be high, medium and low. High-end commodity packaging materials are expensive materials, sophisticated materials, fine processing, printing color is not limited, advanced technology. In terms of design, it is creatively conceived from the perspective of elegance, elegance and luxury. The low-end commodity packaging materials are generally inexpensive, the processing is relatively simple, and the color is limited. The design is conceived in terms of simplicity, reasonableness, and economical benefits. The emphasis is on highlighting the characteristics of the quality of the product in order to apply the purchasing power of different consumers.
There are many methods and angles of positioning of goods, and their purpose is to provide consumers with comprehensive and accurate product information as much as possible. Such as the place of origin, raw materials, features, functions, grades, etc., in the design, according to the need to consider;
c. The positioning of sales targets. It is mainly to establish the sales target of the product, forecast the consumer's demand psychology, aesthetic interest, and object and image taboos. From the overall design to the content of the design, the meaning of the name, the shape of the font, etc. should cater to the aesthetics of the consumer, so that the box-like structure, function, artistic form of decoration and visual effects are as if designed specifically for them, and in accordance with Their mind - beautiful, real and convenient. This positioning of the packaging is like an understanding of the 'salesman', but also to lock the consumer's tempted to become a commodity loyal, determined consumers. In particular, through the positioning of sales targets, export goods can clearly identify the countries, regions, genders, ages, taboos, and habits of consumers. Their preferences vary according to their different groups. Decoration designs should take these into consideration. aspect. The positioning of consumers can predict and analyze their various mentalities and select corresponding design proposals to express the desire of target consumers to serve together.
The design focus of the series packaging and decoration is to highlight the family image of the family. It has the characteristics of strong visual impact, long duration of visual stop, and good visual transmission effect. Therefore, it is easy to understand, easy to remember, easy to pass the advantages. The series of packaging exhibitions has a large surface area and the shelves are highly competitive. Their brands, fonts, colors, composition forms, etc., appear in each item in the same way. The advertising effect is good, and it becomes a three-dimensional free corporate image propaganda body. This allows manufacturers to develop new products that can save advertising and design costs and save time for new products to be put on the market quickly. In the series of packaged products, due to their different uses, weights, tastes, etc., the shape of the container is also formed into a box-shaped structure with different shapes, sizes, heights, widths, and square shapes. These factors must be used to make good use of these factors. The shape change is rich, exquisite and ingenious, contrast is intense, the goal is outstanding. In the case of the same brand, font, color, and form, it appears to be both contrasting and coordinated. The shape of the box should be exquisite and elegant, and the decoration should be wonderful and moving in order to reach the design effect that the target consumer is widely admired;
d. Location of sales location. Because of the differences in brand, quality, taste, and product, the goods are sold in different places. For example, brand-name products, expensive, and large-sized products are always sold in large luxury stores, while daily necessities are sold in nearby shops that are purchased in a toilet. People's buying habits, behaviors and psychology are different in different sales locations. The emphasis on mounting design is also different. For example, supermarkets sell in the form of: no salesmen, only cargo managers and cashiers. Users are free to choose their products. Facing the dazzling array of goods, they are often at a loss. The motivation for purchasing a product often comes from the impression of packaging. For the design of this kind of products, we must try our best to widen the gap with similar products. We must emphasize that the impression of mounting is different from others. We should give full play to the brand and quality advantages of our products and make our products uniquely packaged. To produce a strong impression, the packaging of goods should be made into a "faithful and silent salesman." If the product enters an international supermarket, it must be marked with an internationally accepted computer bar code, which acts as an "entry permit" for entering the supermarket.
The above-mentioned design concept must also include visible points, lines, faces, bodies, squares, angles, circles, and colors. These plastic art languages, in accordance with the laws of artistic beauty, and the rules of formal beauty, have primary and secondary ideals. Create a reasonable function and perfect image of packaging and decoration.
In short, the high-quality products also need new design concepts and exquisite packaging and decoration to adapt to the ever-changing sales market in the WTO era, and will also enable consumers to buy their products with confidence and satisfaction.