How does packaging design attract consumers with visual impact
To create a unique case and personality in the packaging design, graphics is very important means of expression, it plays a role of a salesman, the packaging content by visual function to convey to consumers, with a strong visual impact, can attract the attention of consumers, so as to produce the desire to buy.
Visual impact is the use of visual art, so that the visual sense is deeply affected, can leave a deep impression. Expression techniques can be shown through the shape, color, and so on, direct visual sense.
1. The factors that determine the packaging pattern
Packaging graphics and packaging content are closely related
Packaging graphics can be summarized as representational graphic, half representational and abstract graphics are three, it is closely related with the packing contents between, so as to fully convey the characteristics of the product, otherwise it will not have any meaning, not reminiscent of anything, do not expect it what effect, it will be the packaging designer's biggest failure. In general, if the product lay particular stress on physiological, such as eating, drinking, then more emphasis on the use of concrete graphics; If the product is more focused on the psychological, most use abstract or semi-concrete graphics.
The packaging graphics are related to the age, gender and education level of the target
Packaging graphics and appeal to the object is related, especially under the age of 30 is more obvious. When the product packaging graphic design, should grasp well, in order to make the design of packaging graphics can be appealed to the object's identity, so as to achieve the purpose of demand.
Under the age of 12: This age is the childhood, for the recognition and performance of graphics, tend to subjective consciousness. Such as cartoon characters, semi-concrete graphics and those full of dynamic, interesting graphics are very fond of, in line with the psychological characteristics of children simple and innocent.
13-19 years old: this age group is youth development period, they are full of fantasy sex, imitative sex, love idol type, dreamlike type and have the package figure that the style expresses more.
20-29 years: after the age of 20 young people, physiological development has become mature. Gender differences are also particularly striking. Began to pay attention to the sense of value and authority, and most have been in the stage of employment, strong judgment, to different forms of packaging graphics are acceptable, but the abstract graphics are still fresh.
30-49 years old: most people in this age group have married and established a career. Due to the influence of life, occupation, economy, society and other factors, their thoughts are relatively realistic, and they have a strong positioning concept. They prefer rational realism, and most prefer figurative graphics.
B. Gender factors
Men like adventure, rich in ambition to conquer others; Women like refined, stable, therefore, in the form of packaging graphic expression of men prefer illustrative, science fiction, new visual form of expression. Women are more inclined to emotional needs, like concrete, beautiful forms of expression, at the same time there are physiological and psychological factors, should also be considered.
C. Educational background
In the process of learning, education changes people's ideas and temperament, and also changes the criteria for judging knowledge. Preferences for the form of packaging vary greatly depending on the level of education. People with higher education background are more likely to accept abstract graphics. People with less education prefer to choose realistic figures that are easily distinguishable.
2. Manifestation of packaging graphics
In packaging design, there are mainly the following kinds of packaging graphic expression, in packaging design should be flexible use.
Product reproduction enables consumers to directly understand the contents of the package, so as to produce visual impact and demand effects, usually using figurative graphics or realistic photography graphics. For example, food packaging, in order to reflect the taste of food, food photos are often printed on the product packaging, in order to deepen the distinct impression of consumers, have the desire to buy.
"Feeling in the scene" means that similar life experiences and thoughts and feelings are aroused by things. It takes feelings as the intermediary, and passes from one thing to another, from the appearance of one thing to the appearance of another. In general, mainly from the appearance of product characteristics, the effect after the products use characteristics, static and use condition, product structure and composition, the source of the product, product packaging by the story and history, the origin characteristics and ethnic customs and so on packaging graphic design, to depict the product connotation, make the person can see the graphics associated with the packing content.
Symbol of product
Excellent packaging design makes people like, admire and want to buy. This irresistible factor is the symbolic effect emanating from the packaging. The function of symbolism is to suggest, and though it does not convey the idea directly or concretely, the function of suggestion is powerful, sometimes exceeding that of concrete expression. For example, in the design of coffee packaging, a steaming packaging graphics to symbolize the quality of coffee aroma, but also a symbol of young men and women in love in the association and dating is indispensable drinks, to attract consumers.
Use a brand or trademark for graphics
The use of brand or trademark packaging graphics can highlight the brand and enhance the credibility of product quality. Many shopping bags and cigarette packaging designs use this graphic representation.
The foil of the product
The so-called foil is the opposite of the thing is very prominent performance, thereby making the product image more distinct, strong, prominent.
How to use the product
In general, consumers do not understand the characteristics of new products, which requires the use of artificial methods, in a variety of ways to explain. But the best way is in the packaging efforts, packaging graphics to express the use of the product; In order to increase the persuasive power of the product, so as to arouse the interest of consumers. For example, the package of instant noodles is printed with a picture of the brewing process or using method, so that consumers can know the characteristics of the product in advance.
In packaging design, packaging graphics should not be isolated, but should work closely with the overall layout to make the overall visual design perfect, so as to establish a unique style.
3. Design of export packaging
The packaging design of export commodities should be based on the preferences and taboos of the graphics of various countries in the world, and the appropriate packaging graphics should be selected. In export packaging, the packaging graphics violate the taboos of importing countries, resulting in the detention of imported goods by local customs, or local consumers refused to use the cases occur from time to time. Therefore, it is very important to understand the taboos of importing countries in packaging design of export products.
Different countries have different preferences and taboos on packaging graphics:
In Islamic countries, pigs, six-pointed stars, crosses, female human bodies and thumbs-up graphics are prohibited as packaging graphics. Five-pointed stars and crescent shapes are preferred.
The Japanese consider lotus inauspicious, fox cunning and greed, and the Japanese royal crest with the figure of sixteen chrysanthemums should not be used on the packaging, they like round and sakura graphics;
The English compare the goat to a man of immorality, and regard the cock as a dirty thing, and the elephant as a useless and tiresome thing, not as a package figure, but as a shield and oak figure;
Singapore is famous for its lion city and likes lion graphics.
The figure of dog is taboo in Thailand, Afghanistan and North African Islamic countries.
The French believe that walnut is not auspicious things, spades for the symbol of mourning figure;
Nicaraguans, Koreans think triangles are unlucky, and these are not used as packaging graphics...