Packaging positioning design teaching (on)

In the increasingly personalized consumer, diversified marketing methods, modern packaging design has evolved from basic functions such as the protection of goods, beautification, and promotion to more emphatic, multi-perspective, and visual representations of the times. The positioning of modern packaging design is usually reflected by three basic factors: brand, product and consumer. The popular one is: Who am I? What to sell? Who to sell to?

First, the brand positioning is to clearly express to the consumer "I am who", products and corporate identity image is registered, protected by law, once the product is known as a well-known brand, it will bring a huge intangible to the enterprise. The assets and image power that brings to consumers are the guarantee of quality and confidence in consumption. The brand positioning feature is to highlight the brand's visual image in packaging design.

1, highlight the brand's color

When designing a brand, several fixed color combinations are usually formulated to become "image colors" in the company's products, giving consumers a strong visual impression. For example, the green color of Fujifilm, the yellow color of Kodak film, and the big red color of Coca-Cola have all had a strong visual appeal.

2, prominent brand graphics

The brand's graphics include publicity images, cartoon styling, auxiliary graphics, etc. In the packaging design, the main graphics are used as the main force of expression, so that the consumers will have the impression of the graphics and the product itself in the impression, which is conducive to the image of product promotion and Vivid embodiment. Examples include the denim image of Marlboro cigarettes, the red geometric aids on packaging, the image of Kirin on the packaging of Kirin Beer, and various cartoon images appearing on packages.

3, highlight the brand image of the brand

The brand's font image is one of the main manifestations of its brand personality due to its readability and non-repetition, such as Coca-Cola's brand font, McDonald's “M” letter image, which constitutes the most important image expression in the packaging. section.

Second, product positioning

1, product and other characteristics of positioning

2, the function of the product positioning

3, product positioning

4, traditional features

5. Commemorative positioning

6, product positioning

Third, consumer positioning

1, geographical positioning

2, lifestyle orientation

Fourth, the difference between physiological characteristics

As a modern packaging design education, students are largely lacking the “W” positioning ideology, or positioning is not accurate enough. Our students are not vague about What, Who, When, and Wer when they are doing package design. The understanding of Why is not deep enough. It is precisely the most basic quality that a designer has. Students often do not know why such a visual image is used as a design expression element. It is only based on feelings. It feels that formal beauty can be, but ignores the fact that the form serves content. Even the best form cannot precisely convey the content of the product. It is also a failed design. In the classroom, it is often found that students are first designed after the concept, and then according to the design draft take it for granted to give it a design concept, which is completely contrary to the design law, the design without thinking through the brain is never suitable for the needs of the market; students first After the hands-on approach, I think it is because of the students' inaccurate positioning of the design. As a student, when receiving the design draft, they should quickly understand What, Who, When, and wh, and then develop Why's concept; because the packaging design's positioning idea closely relates to the concept of packaging design; design concept as a Image thinking, from the first draft to the drafting of the entire thinking process are inseparable from the specific image. How to select the key points and highlight the topics on the basis of sorting out the various elements is an important principle in the design concept. In the classroom, students did not fully consider the nature of the product when choosing color, text, and image, resulting in the design of the packaging box is not suitable for the personality of the product. For example: students are working on the milk packaging design for morning light, and some students' design papers are like doing The packaging of pure water is not for the packaging of dairy products. This is because students are not allowed to locate color and image, and they do not understand the nature of the product in depth.

Due to the particularity of students' own knowledge structure, the students’ ability to create forms is slightly lacking. Often when a student has achieved better results by using a form, there are many students to imitate, rather than according to their own images, products. To consider the nature of the problem, such as: When students in the classroom to use cow cartoon image to express dairy products, other students also use cattle cartoon image, which results in a single design style, but also for students to produce dependence, Lack of independent design and operation capabilities.

In class, in order to enable students to find accurate points of appeal, I have summarized the following types of images commonly used in packaging design.

First, take the image of the product itself as the main image. That is, the reproduction of goods is directly applied to the packaging design through realistic product photographs, so that the information of the commodities can be more directly conveyed, and the consumers are also more easily understood and accepted.

Second, the production of raw materials as the main image. This kind of packaging design is mainly to highlight the individual features of raw materials.

Third, take the brand, trademark or corporate logo as the main image. This type of brand, trademark or logo is often already well-known in the market. As long as it is further strengthened, it will be easily accepted by consumers.

Fourth, the use of goods as the main image.

Fifth, to emphasize the characteristics of the product itself as the main image. Such as milk can emphasize its pure white and fresh.

Sixth, the product or raw material origin as the main image. For example, "Mengniu" brand milk takes the Mongolian grassland as its image.

Seventh, use the object as the theme image. Such as children's milk powder packaging can use children as the main image.

Eighth, take the common animals, plants and flowers as the main image in daily life.

Nine, the special effect of the text as the main image. Text is the most direct way to convey information and it also meets audiences at different levels.

Ten, with a unique texture texture or pattern as the main image. This kind of packaging design should be based on the nature of the product itself. For example, some Chinese traditional food packaging can use some traditional Chinese patterns. This design has more national characteristics.

Eleven, the unique color of the product as the main image. Such as the green tea, brown chocolate and so on.