Brand and packaging design

What is a brand? Having done so many years of design more and more aware of the brand's profound significance in packaging design, in the wine industry, we look at the one hand, the brand is a symbol of genuine badge, on the other hand, the brand is a consistent product Guarantee is an intangible asset such as consumers' trust, loyalty, satisfaction, and value. The establishment of a strong brand in the wine industry is systematic and complex. The role of packaging as brand sales and brand building can not be ignored. What should the wine industry packaging designer do? What are you focusing on? What to solve. Salespersons and salespeople sell products to customers, and designers sell themselves. Its own selling point - inspiration, wisdom, thinking, it is a kind of treasure. In fact, we are on an equal footing with world-class designers when it comes to simply using design elements. The same point, line, face, body, the same color, the same design rule, then why do we not reach their height? I think that there is a problem in brand recognition and positioning. We must understand the society, understand the company, understand the products, understand the consumers, and make accurate design orientation. Packaging design must meet the brand image. In order to make a market-friendly design.

When the veterans talk about the status quo, "I can't go to hell, who goes to hell," the hard scalp can be used to travel around the world with ideas, and for many years we must have a spirit of death. The more customers trust us, the greater our responsibility, but many designs now. The teacher became a non-principled generation without principles and benefits. It indirectly causes huge visual pollution to our living space. Who is responsible for our visual space? The market is full of gold and silver cards, refraction, laser and other effects packaging, as if to do wine packaging is to do the printing process, color can not be separated from the red, rhubarb and other colors, no other things can be tapped, there are several good brand image , packaged, maybe the company will say: "We admit that the product design is not very satisfactory, but we are still very successful in the market," not to mention whether it is really "successful" or is it right? It may continue the brand's success. The success of marketing can bring popularity and profits to the company's products in the short term, but in the long run, it may not have a good reputation and brand effect.

The success of packaging design, such as Shuijingfang, Xianggui Wine, Ziguangye, Xintian Liquor, Ningxia Hong, etc., combined with marketing strategies, sales channels, etc., helped the brand image to change consumer attitudes and improved corporate performance. , In the wildly contested wine market, marketing has become more effective.

Original Qingyuan Design China has produced four major inventions: printing, compass, gunpowder, and papermaking. These four inventions are an important symbol of China becoming an ancient country with world civilization. The wealth of cultural treasures created by our ancestors: Confucianism culture, Buddhism and Taoism culture, five thousand years of feudal culture, Chinese painting, calligraphy, I Ching, Zen studies, five elements, etc. . There are folk-cuts, clay sculptures, and woodblock New Year pictures. This is our wealth. What we want to inherit and excavate is the design and the source of design.

Modern packaging design increasingly recognizes localization. Indigenization is the recognition of local culture, rather than the identity of symbols or graphics. Not only the form, not only the skill, but also the understanding of “original source” to explore the connotation of the local culture. The famous designer reluctantly added many very Chinese things in the design, such as ink, Confucian culture, etc. It is a symbol, a form, but a more thorough reflection of the five-thousand-year-old Chinese “soul” reflected from these symbols and forms.

Packaging design is a design discipline based on brand and culture, based on aesthetics and forms, and technology-oriented. Although speaking of packaging design, I cannot do without: product positioning, target consumption, product attributes, regional culture, material technology, visual performance, etc. However, both in theory and in practice, we should regard packaging design as a The cultural form to treat. Looking at the packaging design activity as a cultural phenomenon is not only a matter of simple satisfaction of material functions and spiritual needs, but also serves as a link between the traditional culture and its own personality for the designer. The design style is the essence of design localization. This should have a historic mission. We appreciate the scientific, logical and rigorous and rational design of German design, the quietness, emptiness, emptiness and extremeness of Japanese design; the elegance and romance of Italian design. These are all born from the cultural excavation and inheritance of their different ethnic groups. If we say that our success is accidental, but we must be good in the inevitable, that is to say we will be successful. “Foreign uses Chinese, ancient for present use”, to arouse the abacus of Chinese culture, to create a truly Chinese-style design fashion.

Painful and happy I choose We can not choose too many things, you accept it, no! If there is anything we can choose, it is that we can decide at any time what “the most important thing in life” influences our happiness and pain through this decision. As a packager and designer, I use my energy to do it. One thing, that is: do a good job! While leading the Jinhuitong packaging creative team to continue to “make a wedding dress for others”, it has always been adhering to the “beautiful, personal knowledge, exquisite, and the pursuit of quality!

Source: Sansong