Does the "aesthetic" design of food packaging be promoted?

Speaking of packaging, it seems to be an old topic for many companies, but from the perspective of food packaging for liquor, wine, beverages, condiments, health products, tea, and moon cakes, a design that pursues “beauty” appears. The “beauty” is noble, elegant and refined. After consumers eat food, they cannot afford to discard their packaging. Some wine bottles become “collectibles”, and some moon cakes are packaged as “cosmetic boxes”. Does sex design need to be promoted?
Positioning to seek market demand Dr. Huang Wei, an associate professor at the Fine Arts Academy of Tsinghua University, pointed out that everything has a “degree”, too simple packaging, can not protect the goods, looks shabby; too much packaging, giving people a sense of slick, most It is important to start from the positioning and find the demand. There are two kinds of such demands, one is the material demand, the packaging has the functions of pressure-proof, shock-proof and anti-degeneration, and the other is the spiritual aesthetic demand, that is, the social identification function, such as economic value, ethical role, production mode, Different levels of information such as living standards, aesthetic tastes, history and culture, psychological needs, and fashion. For example, mooncakes are now more commonly used by consumers as gifts, as gifts, the aesthetic is more than the material; for example, pickles, sauce tofu and other condiments, the material needs will be higher, the design is mainly to Do not break the protective bottle and do not degrade the contents. Of course, after all the material functions have been achieved, that is, the homogenization of commodities, we must pursue spiritual needs.
It is understood that the packaging of various types of goods can be divided into their use and purpose, which can be divided into transport packaging and sales packaging. The most important function of the study is first of all to protect the functions of the goods and to realize the appropriate degree of packaging. Under the premise of effective protection function, strive to use as few packaging materials as possible to ensure the economic cost of packaging. From this point of view, any form of over-packaging and over-weak packaging are all required to be avoided in the packaging design.
The result of excessively weak packaging design will cause the increase of the breakage rate of the goods in the circulation process. It is an effort to avoid them, and it does not allow the cutting and cutting of materials in the packaging, and the damage to social resources will be caused by private means. However, the negative effect of overpacking is also very obvious. The consequence of this is that it not only wastes resources, but also increases the amount of solids in discarded packaging and increases the environmental load.
Li Lihua, director of the China Packaging Technology Association's design committee, pointed out that in recent years, packaging for health products, moon cakes, alcohol, and tobacco industry has developed rapidly. Any packaging must be designed according to market needs. Professor Huang Wei believes that the material demand is the basic demand for product packaging. As for the quantity of aesthetic demand, it must be determined according to the specific positioning of the specific product itself, and the market determines the positioning. The consumer believes that the combination of the material needs and aesthetic requirements of your product is appropriate. Buy your goods, and on the contrary, you're tired of the goods and don't make purchases. The design of "aestheticism" depends on the market orientation of this commodity, reflecting the "appreciation" of the commodity to be appropriate.
Packaging is becoming extremely unattractive When it comes to the current phenomenon of packaging wars such as food products, Wu Wei, a doctoral student in the Department of Industrial Design at the Fine Arts Institute of Tsinghua University, analyzes that packaging in the commodity economy plays a special role and is non-material and metaphysical. Substances, physical products, supplies, or even waste products are packaged into goods. Commodities entwine the non-material forces of products—packaging, and material—to show a variety of auras in circulation and add a line of sight to everyday life. The packaging itself is an ancient activity. After the exchange of goods, people use it to save foods for longer and reduce the rate of breakage of goods in long-distance transportation. After entering the industrial society, the commodity cycle of the market economy has been shortened. It is also an attribute product. Because of the large number of manufacturers and companies, the packaging also bears the company’s cultural characteristics, market competition, and price wars force businesses to constantly update their products, constantly changing Packaging, in order to sell, in order to defeat the competitors, some products are even covered by the packaging of its true function and value, product wars have become packaging wars. When these goods appeared on the counter in the supermarket, whether the products in modern packaging depended on product functions or packaging to bring real satisfaction to people, people began to be confused and the concept of modern packaging was confused. The added value of packaging has become even more prominent and has gone to the extreme. It has even deviated from the trajectory of real life, and there have been a large number of "flowers" and unrealistic packaging products. Packaging makes the product go to cultural or "ceremonial" goods, and its packaging has been personalized, enriched with humanistic aspects. China is a ceremonial society. Chinese people love face, and packaging of course becomes the face of commodities. It also becomes the face of purchasers and gift recipients. People use product packaging to compare the value of individuals in society and through the packaging of goods. The grades are used to judge the evaluation status of the self in the minds of others and convey the relationship of respect and inferiority. The packaging really becomes a “ritual” existence.
Dr. Wu pointed out that Tech-Rococo was originally referring to the architectural style, the French style from the 17th to the 18th centuries after the Classicism, and the aristocratic and aristocratic interest in the upper class of the nobles and the bourgeoisie. Love uses delicate colors, showing "a more pleasing, more delicate and more trivial style, and tends to pile up." Using Rococo to describe the extent to which some of the goods in the packaging industry today are too extravagant and wasted to the point of variability, it is intended to re-modify the meaning of the added value of packaging, encourage the positive effects of packaging, and eliminate its negative effects. Packaging should not be an intermediary that breeds bureaucracy and provides corruption. The rococo wind on the packaging technology also violates the principle of environmental protection. It intangibly encourages the consumption of resources that can be saved. It is inconsistent with our current policies and it is out of touch with the public. The pursuit of high standards and high-quality material enjoyment does not meet current national conditions. Should not be respected and advocated by the packaging industry and the entire society.
The technology Rococo packaging is for small groups (bureaucrats) with power and those with wealth (businessmen, entrepreneurs). This kind of packaging is essentially a bilateral game that pursues fame and fortune. Because of the pursuit of fame and fortune, this packaging has been given too many labels and symbols, making packaging an endorsement of desire and ritual. This has long been common in the West. In Western countries, some packaging is based on the wealthy class as the design object, and thus the appearance of pursuing extravagance and exaggeration appears on the packaging. While China is in the process of development, the external symbols of product packaging should be in parallel with the inherent quality of the product. It is impossible to injure consumers with luxury packaging and inferior products.
How modern packaging can successfully design packaging is the best advertisement for a product. In today's highly competitive sales, this phrase is more than just a famous saying. Good packaging design is a key component of successful sales. This has a more complete effect in retail packaging. reflect.
Professor Huang Wei has been studying in Japan for seven years and has just returned home. He believes that China is experiencing the packaging stage of Japan in the 1970s and 1980s, that is, the unlimited packaging. He said that packaging can't make garbage. Japan's packaging in the 1970s and 1980s was tedious and excessive, and we are now taking this path. Nowadays, packaging in Japan is becoming simpler, simpler, and humane, but with the economy of our country. With continuous development, packaging will gradually return to nature and simplicity. The successful packaging mainly depends on two aspects: one is the ability to accurately convey the information of the goods, and the second is whether the dissemination of information is very lively. The combination of the two points is good, and consumers have a sense of integrity towards your goods.
The packaging design has a very intuitive effect. When you look for a wide array of products, your time on each product is very short. Therefore, the packaging design must be straightforward and intuitive. It must be clear and clear, so that the customer's use of the product can be seen at a glance. This requires the designer's basic skills in graphic design—the application of patterns and colors, the correct rhythm grasp, the choice of materials, etc., all of which have specific understanding and mastery, and strive to make each design economical and practical.
Each time a customer makes a design, it is often for a variety of reasons. Sometimes it is necessary to introduce a brand-new product, sometimes to improve the packaging of the original product, and regardless of design motivation, it is indispensable to fully understand the needs of consumers. This requires the designer to have a market A certain understanding, such as: the customer is launching a brand-new product, it is necessary to carry out research, its target market, how to develop a corresponding design plan for the target consumer group; if it is the upgrading of the product, then its original brand What advantages of packaging need to be inherited; if the product is redesigned, is it to develop a new market or to reverse the declining sales situation, how is the sales of similar products, what are the advantages and disadvantages, and what are the existing designs? Strengths and weaknesses. In short, the more thorough the understanding of the customer situation, the more accurate the market positioning and the better the final design results.
Experts pointed out that today's products are particularly competitive with each other, and how to help businesses more effectively capture the market, a successful designer needs full and comprehensive research. It is necessary to study not only the design of competitors, but also the characteristics of the product itself, the sales channels of the products, the employed people, the warehousing of the products, the security of transportation, and the display effect of the shelves. In external publicity, the packaging design of the product is not independent, and we advocate the integrated operation mode. The overall product is based on the product itself as the center, supplemented by advertising, and all kinds of promotion methods are integrated to achieve the purpose of consistent image and significant effect. This requires the product's packaging design to reflect the planned advertising. For the purpose, the publicity words and slogans on the packaging are consistent with a large sales promotion environment and are directly targeted at consumer groups. Consumers may sometimes choose products based on the grade of the product package or the size of the packaging container, but after a single consumption practice, they will understand whether the packaging containers and the contents are worthy of balance. In the era of advocacy and popular rational consumption, in the era when people are paying more attention to environmental protection, packaging designers should attach great importance to environmental friendly principles of packaging design.