What is the standard of good packaging design?

We often hear this: The color is too boring; I don't like it very much... I think that evaluating a package design from a purely visual perspective is not objective. So how to evaluate the quality of drug packaging design?

The first is whether or not intuitive - packaging design is intuitive design, according to statistics: When consumers browse the goods, each product on the residence time will not exceed half a second, even if it is such a drug even if there is a high degree of concern in the goods If you double your gaze, what will we tell the consumer in one second? The design must be intuitive, straightforward, simple, simple, and garish. The packaging of the drug must be clear and clear so that consumers can see at a glance what their use is.

The second is whether the brand is eye-catching - medicine is a special commodity, and the characteristics of the product itself (product size, legal constraints) determine some of the rules of its packaging design, because the packaging size is small, the most prominent in the limited display surface The element should be the brand name of the product. There are many ways to create eye-catching brand effects: you can enlarge the brand word - Tylenol; you can create a strong color contrast - Lan Meiyu; can carry out personalized font design - Compound Danshen Dripping Pills ... think about these products, we How to create a strong visual impact on the brand in a limited space, as they do, is indeed a challenge facing every pharmaceutical packaging designer.

Third, does it reflect the efficacy and characteristics of the product? The simplest way is to place the indication in the second only to the brand name, like a lot of cold medicine; Second, the unique product features must have a clear match with it. Visual performance, the most typical case is the original "white plus black" packaging, representing day and night black and white accounted for 1/2 of the screen as the base map, brand, product highlights in the screen, reflecting the daytime white film, night black film Unique product selling point, simple and vivid, but I do not know why later changed to a yellow-colored packaging, puzzling. I once designed and packaged Yili's good pharynx last year. At that time, the name of the product was called "Yili Licorice", and the customer put forward a very clear consumer group positioning - those who smoked excessively need throat masks. After full demonstration, We have set clear requirements for our work tasks: packaging must achieve instant communication between products and consumers, that is to say that the products are linked to smokers in the first time, so that we have the name "good pharynx". With the slogan of "Person Who Loves Pharynx", there is a packaging structure that is like a cigarette pack and has a package style design like a cigarette. It turns out that associating design with product features is the most effective way to communicate.

Fourth is whether or not there is an innovative way of expression - to explain in one sentence Goebbels: "The first person who conveys a certain point of view to the world is always right." Although not necessarily time-tested, it is often the case. After Tylenol, it is effective to use indications + checkmarks. After adoption, it uses blue-and-white styles to express traditions. After white and black, it uses color-separation contrast to express effective day and night product concepts. It is very beautiful, similar in form, and even similar in spirit, but it is always a matter of wisdom. Markets and consumers will always remember the products that were expressed in the new way for the first time. Packaging design is a competitive design. In today's highly homogenized pharmaceuticals, it is difficult to achieve innovative performance. Exaggeration requires timely and convenient accommodation, and distinctive product features are the basis. There are eye-catching designers. Luck.

Fifth, whether the identity of the product - the so-called identity, including its own attribution, price factors, consumer group positioning, etc., packaging designers should fully analyze the product identity and then work.