Explore the functional concept of packaging design (on)

[Abstract] Packaging design is an important part of modern commodity marketing. The functional concept of packaging design was discussed, the color and emotion of packaging design were discussed, and the prospect of green packaging was prospected. It is pointed out that packaging design should promote national characteristics, keep pace with the times, and stimulate consumers' desire to purchase.

[Key words] packaging design, commodity, color, promotion idea, green packaging, ethnic characteristics

Packaging is one of the most important links in the production and marketing of modern commodities. The pros and cons of packaging are directly related to the value of commodities in the market circulation. The initial packaging of goods was mainly for the convenience of customers. With the development of the market economy, people began to realize that as a visual communication tool, commodity packaging is by no means a non-essential thing, but the face of a commodity. Modern packaging is becoming a simple, clear form. Indispensable part of the product. Packaging not only gives the product a unique personality, but also creates a perfect visual image for the product. Currently, packaging has become one of the most direct means of competitive marketing for commodity manufacturers and distributors. Packaging is the self-presentation of goods to customers. It has become a prerequisite for consumers to judge the quality of goods. With the continuous deepening of China's accession to the WTO, the necessity and importance of commodity packaging have emerged day by day. People have constantly experienced that in today's economic globalization, only the exquisite commodity packaging and high-quality goods can be the attention and favor of the majority of consumers, in order to stabilize the competition in the fierce market competition.

First, the functional concept of packaging design 1 safety concept. Ensuring product and consumer safety is the most fundamental starting point for packaging design. In the design of commodity packaging, safety protection measures such as storage, transportation, exhibition and sale, and carrying and use should be considered based on the attributes of the commodity. Different commodities may require different packaging materials. Currently available materials include metals, glass, ceramics, plastics, cardboard, etc. When selecting the packaging materials, we must ensure the material's seismic, compressive, tensile, anti-squeeze, anti-wear properties, but also pay attention to the sun, moisture, corrosion, leakage, and fire protection issues of the commodity to ensure that the goods under any circumstances All intact.

2 Promotion Ideas. Promoting product sales is one of the most important functional concepts of packaging design. In the past, when people purchased goods, they mainly depended on the promotion and introduction of salespersons. Now, supermarket self-selection becomes the most common way for people to buy goods. In the process of consumer shopping, goods packaging naturally acts as a silent advertisement or a silent salesman. If product packaging design can attract the attention of consumers and fully stimulate their desire to purchase, then the packaging design truly reflects the promotion concept.

3 production concept. Packaging design to ensure that while styling, we must consider whether the design can achieve accurate, rapid, mass production, can help workers quickly and accurately processing, molding, loading and sealing. In the design of commodity packaging, proper packaging materials should be selected based on the attributes of products, use value, consumer groups, etc., in order to unify the form and content, and fully consider the time saving of production and processing in order to speed up the circulation of commodities.

4 Humanity concept. Excellent packaging design must adapt to the storage, transportation, exhibition, and the consumer's carrying and opening. For this reason, in the packaging design of goods, it is necessary to make the ratio of the box-type structure reasonable, rigorous structure, exquisite shape, focus on the shape of box-type and material beauty, contrast and coordination beauty, rhythm and rhythm beauty, and strive to achieve the box-type structure function Complete and exquisite appearance to adapt to production, sales and even use. Common commodity packaging structures include portable, suspended, open, windowed, closed, or combinations of several types.

5 artistic concept. Excellent packaging design should also be perfectly artistic. Packaging is an art that directly beautifies goods. Products that are exquisitely packaged and of high value for art appreciation are more likely to jump out of a large pile of goods and give people a beautiful enjoyment, thereby winning the favor of consumers.

6 Environmental protection concept. The awareness of environmental protection in modern society has become the consensus of most countries in the world. Under the trend of ecological environmental protection, only product packaging designs that do not pollute the environment and do not harm human health may become consumers' ultimate choice. Especially in food packaging, more attention should be paid to green packages.

7 Visual Communication Concept. The essential characteristics of visual communication are simple and clear. Excessively modified content can only cause mutual interference, making the packaging theme difficult to highlight, not only affecting visual impact, but also misleading consumers' thinking. According to the law of visual communication, in the process of product packaging design, unnecessary visual elements should be removed as much as possible, and the visual theme should be emphasized in order to find the most creative and expressive visual communication methods.

Second, the color and emotion in packaging design

Color is the visual information symbol that is most sensitive to visual stimuli and has the fastest response in all visual elements of human body. Japanese scientists have found that people’s attention to color accounts for about 80% of human vision, while attention to shape only accounts for about 20%. Therefore, color plays an important role in packaging design. Colors can be divided into primary colors, intermediate colors, complex colors, and complementary colors. Its three elements include hue, purity, and lightness. Various elements have different attributes and meanings. Hue refers to the appearance characteristics of colors and their differences. The basic hue includes red, orange, yellow, green, cyan, blue, and violet, and their wavelengths are different. The effect on the human retina makes people feel different colors, among which the red, orange, and yellow light wavelengths are relatively large. Human vision has strong impact, while blue, green, and violet light have smaller wavelengths and weak impact. Hue can reflect the inherent color and warmth of things. Purity is a qualitative indicator of color in terms of quality. Brightness refers to the amount of light that stimulates the human eye. Faced with different colors, people will have different psychological reactions such as cold and warm, light and dark, light and heavy, strong and weak, far and near, and expansion and contraction.

The color design of the product packaging should match the attributes of the product. Color design should enable consumers to think of the characteristics and performance of the product. What needs to be emphasized is that regardless of the color, the basic starting point should be to match the contents of the goods. According to the color of the product packaging, consumers can think of the packaging of goods, such as green can reflect the canned green beans, orange can reflect the orange juice. If this practice is violated, consumers may be misled, which is detrimental to the sale of goods. For example, if a black bottle is used to hold mineral water, it is difficult for consumers to connect from black hole packaging to crystal clear mineral water. In color science, this color, which embodies the attributes of goods, is called the image color. The use of image color should follow the principle of proper and vivid image. Generally, the red tone implies passion, passionateness, unrestrainedness, and is mostly used in cosmetics and food. The blue tone is calm, cool and cool. It can be used for swimsuits, water sports equipment, cold drinks, summer vests, fans, refrigerators, etc. Hardware machinery and electrical appliances can also give people a fresh feeling. In addition, hospital hygiene supplies can also be used blue tone; Purple tone noble, elegant, mysterious, often used in senior cosmetics, jewelry, gift gifts; yellow tone happy, lively, wealthy For packaging textiles, people will feel warmer. However, it needs to be pointed out that the use of image color is not old-fashioned imprisonment and sticks to conventions. If it can adapt to local conditions and be flexible and innovative, it may “rebound new ideas” and receive unexpectedly good results. For example, a company uses blue tints to package moon cake foods, bringing the consumers to the beauty of the Mid-Autumn Festival and the desire to purchase and eat moon cakes.

In the final analysis, product packaging should be able to meet the aesthetic needs of consumers and express the emotional voice of consumers. Only by embodying and inducing the good feelings of the consumers with colors can they stimulate their desire to buy. A market survey in the United Kingdom shows that when a housewife goes shopping in a supermarket, the goods purchased through exquisite packaging are usually more than 45% of the budget, which indicates that the packaging design is attractive.