Three principles of packaging design

The so-called packaging not only has the function of serving as a product protection god, but also has an active sales promotion function. With the fierce market competition in recent years, more people are trying their best to make it play the latter role. Japanese scholar Yi Chuozhuo once put forward a principle of "destination, reason, and good".


The role of packaging in promoting sales must first be brought to the attention of consumers because only the products that attract consumers' attention can be purchased. Therefore, the packaging should use novel and unique styling, vivid colors, beautiful and delicate patterns, and each characteristic material makes the package appear eye-catching, so that consumers can have a strong interest at a glance.

The peculiar and novelty of the shape is the most appealing to consumers. For example, the shape of a bottle is generally based on a cylinder. When a straight-lined bottle appears, it will have a striking effect. Some wine bottles also use scribbles, which are chic and elegant. Some bottles use imitation styling and are designed as complex anchors or body shapes. They are made in a batch of cylinders and cuboids. It will be very prominent and beautiful.

The beauty of color is most easily experienced by people. Some market scientists even believe that color is the first factor in determining sales. They discovered in the long-term market survey that some colors are used as a product package, making the product surprisingly bad. Sales, gray is one of them. They believe that this is because the gray is hard to make people feel impulsive and it is naturally difficult to generate impulses for shopping. They proposed that red, blue, white, and black are the four major sales colors that were discovered when red, blue, white, black, green, orange, yellow, and brown images were produced and compared. Taking red as an example, it has the largest number of images, and it is the image of the sun, fire, and blood that has the most powerful relationship with life. Therefore, red is most likely to make people excited. Blue, white and black are also closely related to the sun. The sun is always high above the blue sky. When the sun goes down, the sky is dark. When the sun rises again, the eastern sky becomes white. These four colors are important colors that dominate our daily life rhythm. The goodwill and interest of this kind of analysis have certain rationality. Patterns work in conjunction with color. The cartons of the "Snow Lotus" cashmere sweater are packaged in a soft light green color with a white snow lotus pattern protruding from the box, which makes it particularly attractive. "Western Han Dynasty Ancient Wine" outside the bottle has a red background with an antique black pattern of the brand, the packaging box with the background of the yellow grass, four vigorous, dignified black seal "Western Han ancient wine", like an old man telling A long story. In a row of colorful bottles, its unique style is very eye-catching.

In general, the pattern of packaging should be based on the brand's trademark, fully displaying the characteristics of the brand's trademark, enabling consumers to immediately identify the product of a certain factory from the trademark and the overall packaging pattern, especially brand-name products and brand-name shops, packaging The eye-catching trademark can immediately play a role in attracting consumers. The change in the packaging materials also caused people's attention. The porcelain gifts exported from Shandong were ingeniously packed with corn-husks into portable boxes for packaging. This not only makes full use of surplus labor in the countryside, but also transforms a large amount of local cheap materials into folk ones. Elegant and elegant crafts packaging is more artistic than ordinary carton packaging. Sichuan's famous "Wrapping Silk Rabbit" was originally packaged in a red rectangular carton, and now it is made of delicate bamboo culms to form an exquisite cylindrical container. It is uniquely beautiful and forms an unforgettable impression.


Successful packaging not only causes consumers' attention and interest in products through the use of shapes, colors, patterns, and materials, but also enables consumers to accurately understand the products through packaging. Because the purpose of people buying is not packaging, but the product within the package. The most effective way to accurately convey product information is to truly convey the product image. Transparent packaging can be used. Products can be displayed on the packaging container with a window, product graphics can be drawn on the packaging, and simple text descriptions can be provided on the packaging. You can print colored product photos and more on the packaging.

"Snow Lotus" brand cashmere sweater on the top of the carton packaging to open a "skylight", through cellophane can clearly see the color and texture of cashmere sweater, easy to choose. The "Diamond" brand stainless steel kitchen knives in Yangjiang, Guangdong, are packaged in carton packs that can hold the knives, making it easy to handle and sell; on the surface of the box, the sharp blades of the light show are displayed in close-up photographs; the bottom plan is vegetables and meat. The photographs and descriptions of the chopper's origin, history, and quality have enabled its long history and superior quality to be truly visualized and appreciated by customers at home and abroad.

Accurately communicating product information also requires that the packaging be adapted to the grade of the product, and that masking or exaggerating the quality and functionality of the product is a failure of packaging. China's export of ginseng has been packed in sacks and cartons. Foreign businessmen are suspected to be dried radish. Naturally, they are understood from the level of this rough packaging.

On the contrary, low-end products are packed with precious and valuable products and will not attract consumers. At present, most of the small food packages on the market in China are very exquisite. The eye-catching colors, gorgeous patterns and silver glittering aluminum foil bags add touching descriptions to the consumers, especially children, have a great temptation, but many times the bags The value of the food inside is far from the selling price, which makes people feel deceived. Therefore, the grade of the packaging must be compatible with the grade of the product.

According to the successful experience of domestic and foreign markets, the packaging of high-end daily consumer goods used by high-income earners uses simple, clear images, soft and elegant colors, and superior materials; low-end consumer goods for low-income people. The use of clear, vivid colors and images is more often expressed in terms of “economic benefits”. This is to make the product information accurately conveyed to consumers, so that consumers understand.

Accurately conveying product information also requires that the shapes, colors, patterns, etc. used in the packaging do not violate people's habits, resulting in misunderstandings.

Such as the use of packaging colors has the experience: butter does not use yellow packaging design and use other colors to be unsaleable, and coffee can not be sold in blue packaging, because people have long been relatively fixed on the content of certain color products Understandably, these colors can also be called product image colors. The image of the product comes from the product itself. Tea represents tea, peach represents peach, orange represents orange, yellow represents butter and mayonnaise, green represents vegetables, and brown comes from coffee.

Some are psychologically determined, such as the relationship between color and taste. Japanese marketers have conducted some psychological tests. Consumers are asked to watch the curry boxes of two brands distinguish between sweet curries and spicy curries. Gurico curry is sweet, but 70% of people look at it in the red box and think it is spicy. The package of SB Gold's sweet curry is a yellowish color. It is recognized by most people. Obviously, the SB gold sweet package is understood by people. It is definitely better than the curry curry. As a matter of fact, the SB Gold Spicy Curry Box is a red and black packaging design. It was sold well around 1965, causing its stock price to soar, indicating that the red and black design expresses the spicy flavor Meaning and understood by consumers. The color of the product image is not complicated and esoteric. The average consumer can understand it very naturally.

Good feeling

That is to say, the shape, color, pattern, and material of the package must be able to arouse people's affection, because people's excitement is an extremely important role in buying impulses. The goodwill comes from two aspects. The first is the practical aspect, that is, whether the packaging can meet the various needs of consumers and provide convenience. This involves the size, quantity, and exquisite aspects of the packaging. The same skin cream can be a large bottle or a small box. Consumers can choose according to their own habits. The same product is beautifully packaged and easily selected as a gift. The packaging can only be used by itself. When the packaging of a product provides convenience, it naturally causes a consumer's favor.

Goodwill also comes directly from the packaging's sense of shape, color, pattern, and texture. This is a comprehensive psychological effect that is closely related to the environment in which individuals and individuals live. In terms of color, everyone has their own favorite and annoying colors, which of course cannot be forced, but they also have in common. For example, most women like white and red and pink. They are called female colors. The use of white and red in the packaging of women's products can cause women's love. Men like to be solemn and solemn black, black is also called men's color, men's special packaging and black can get men's favor. Various peoples have different favorite colors. People call them ethnic colors. Americans like yellow. Products that use yellow packaging are sold well. Kodak color film, the world’s largest construction machinery manufacturer, Kadapi, and Curlero’s Cosmetics, sunscreen oils from the Mack Fakuta company, etc. However, the Japanese do not like yellow, yellow packaging in Japan is often not sold, some people think that Americans like yellow is love for blonde beauty, but also because in the hot areas of southern states, the sun looks golden The mysteries here are no longer discussed in depth. This kind of national favorite psychology is also relative and changing. We just emphasize that feelings of reluctance can influence purchase behavior. In short, the type of product packaging, color, pattern, etc. should be used to make people love the kind. This needs to be found through various market surveys and psychological tests.