Serialized product packaging design and teaching

Serialized product packaging is also known as "family-style" packaging. Serialized product packaging presents common features. This common feature highlights the commonality of product packaging and visually creates a “family” feeling. The personality of each product package enables consumers to distinguish The difference between them is like seeing a big family brother, sister, sister, and sister.

Serialized packaging is an external performance. It is essentially a sales strategy for a business. It is a strategic decision made after investigating and analyzing the sales status of similar products in the market.
The overall launch of the product composition series produced by merchants is a certain strategic vision. At the same time, there are certain risks. Serialized packaging placed on the shelves occupy a larger area, the common characteristics of packaging design, so that consumers feel a unified and harmonious, visual impact is strong, it is easy to attract the attention of consumers, much more than a single commodity packaging impact, this The packaging method is impressive, easy to remember, and the market responded enthusiastically. In a relatively short period of time, it is very effective to open up the market, seize market share, and form a sales scale. In the competition of sales of similar products, it has an important strategic significance.

The use of a series of product packaging methods is very extensive. Almost all similar products can use a series of product packaging methods, especially food, cosmetics, native products, and light industrial products. Whether this type of packaging is used depends on the manufacturer's decision.

First, the composition of the series of goods

The composition of a series of goods must follow the following principles:

1. Must be similar products.
In other words, different types of goods generally cannot form a series of goods. For example, canned food made of various types of fruit belongs to the category of food and cannot be combined with other types of goods such as medicines to form a series of goods. If there are drugs or light industrial goods mixed in, it will make people feel that this is not a "family" "They are not ex officio members of this family."

2. must be the same grade of goods.
There are high, medium, and low grades for goods, and the price is divided. The same level of merchandise can constitute a series of merchandise. For example, full fruit juice beverages that are compressed with fruit as raw material are different from fruity carbonated beverages. Their raw materials are very different and the prices are not the same. Natural pearl moisturizing skin care cosmetics series, can not form a series with general moisturizing skin care cosmetics or daily chemical products. Although these products are all of the same kind but are products of different grades, if combined into a series, it will make people wonder if it is a full fruit juice. Whether it is actually a natural pearl ingredient will make people feel this "family's lineage." Impure, this is a special attention.

Second, the composition of serialized product packaging features

1, series of product packaging must have commonality and commonality to form a series, there is a common sense of family feeling. In the design, it is necessary to take into account a unified structure, such as: the unified position of trademarks, product names, product images, etc., and the overall feeling of unity of the entire package design. Otherwise, it is not a "family", it is not a series of product packaging.

2, series of goods packaging should have personality.
There is personality to distinguish each product, only to know which jar is pear, which jar is apple, which jar is peach. In the design, we must fully highlight the product's personality characteristics, product name, product image, color, etc. Otherwise, if everyone is the same or almost the same, then the brother, sister, sister, and sister of this "family" cannot be identified.

Third, the design principle of serialized commodity packaging

1. Unify the design of the series of packaging must be a unified thinking, pre-determined the overall program: the unity of their common, on this basis to distinguish their individuality. At the same time, pay attention to the distance from the series packaging design of similar products of other manufacturers on the market.

2, Step by step production of a single package in a series of products can be designed and manufactured within the framework of the overall program, in particular, to emphasize the overall sense of the series packaging design, pay attention to product image, product name design and color tone. After most of the product packaging design is completed, it can be brought to the market. Unfinished products or later new products will be incorporated into this series. Designed according to this method, and maintain the sense of serialization.

Fourth, the advantages and disadvantages of serialized product packaging

Anything has its advantages and disadvantages. It cannot be an aspect. This is in line with dialectics, and so is serialized commodity packaging.

His advantage lies in that he can introduce a group of goods to the market at the same time or successively, forming a wave of sales and leaving a deep impression on consumers. When consumers feel good about using one or more of their products, sales of other products in the series are also driven, which is a continuous advertising effect. For the expansion of commodity sales, the rapid occupation of the market, and the impact of sales of similar products of other manufacturers on the same market, it is very effective to create their own brand of goods.

His disadvantage is that all the series must guarantee the same quality. Any problem with the quality of any one of these products will be a fatal disaster. It is likely that overnight, all the goods in this series will not be sold. This is The so-called "a mouse, a bad soup."

Fifth, the status of serialized commodity packaging in commodity packaging

Serialized commodity packaging is a very common form of packaging in terms of various forms of packaging. His pros and cons are obvious, as long as he grasps the quality of products, grasps market information, makes bold decisions, and practices carefully, it is very effective. The premise is: quality is better, information should be open. When the quality of products is not stable, it is recommended that manufacturers not use serialized packaging in this form easily. The risk of product quality instability is too great to manage.

Sixth, design serialization of commodity packaging where to start

Designing serialized product packaging begins with the research of goods.

In teaching, students often ask: How many products are needed to form a series? It is said that it takes ten products to form a series. Is that true?

I thought that: To study serialized product packaging design, first of all, from the study of the selected product, we should understand the nature of the product, the market price, the consumer object, and the consumption method. For example, casual snacks cover a wide range of areas. Consumers are mostly young people. Shopping and parties are used. The amount of each kind of snack food is small, but the variety of leisure products is numerous and in line with the consumption habits of young people. There may be a dozen or even dozens of pieces to form a series. Moon cakes are traditional Chinese foods that are unique to consumers. Most consumers use them for gifts except for their consumption. Mooncakes with different flavors may form a series of three or five. We can think so: The series of goods "has only a lower limit, there is no fixed number." That is to say, at least three or five pieces, less than the lower limit, are not a series. There is no limit to the upper limit. It is entirely composed of commodities of different nature. There is no fixed number. Teachers should inspire students to think for themselves, to conduct market research, to study, and to determine a reasonable number of product categories in a category.

Seven, design positioning of serialized commodity packaging

Producers, products, and consumer objects are the basic information to be conveyed in commodity packaging. The embodiment of the manufacturer on the packaging is the trademark and the name of the company; the embodiment of the product on the packaging is the image of the product and the name of the product; the embodiment of the consumer object on the packaging is the consumer image and text description.

In the main exhibition of goods packaging is always the main face of one of the information, as the starting point for packaging design, this is the so-called design positioning. If the manufacturer is a large company or a famous brand, the packaging design can be positioned in the producer, highlighting the trademark; if the product is particularly beautiful and particularly attractive, such as delicious and delicious food, the packaging design can be positioned in the product. The moving image of the performance products; for the products of a certain consumer group, such as cosmetics sold to young women, the packaging design can be positioned in the consumer and display the image of the consumer. This is the most basic design positioning method, from which derives several other positioning methods: product plus consumer, product plus producer, producer plus consumer, producer plus product plus consumer, in these several positioning methods There is a major role in the main exhibition surface.

Eight, the formal rules of serialized product packaging design

In packaging design, various materials (such as trademarks, graphics, product images, product names, descriptions, bar codes, etc.) can be seen as dots, lines, faces, and abstract elements. The designer must frame the harmonious relationship between form and form, paying attention to the size of them, black/white, long/short, coarse/fine, sparse/secret, space, proportion, brightness of light, purity, and hue. Equal contrast and harmony, pay attention to visual rhythm and rhythm. Let them conform to the rules of formal beauty, and combine the knowledge students have learned in the “planar composition” with the product packaging design. This is particularly advocated in teaching.

Nine, the position of serialized commodity packaging design in teaching

We have said that serialized packaging is only a marketing strategy for producers and operators. It is well-utilized and has very good results.

I think that in teaching, I still focus on learning the packaging design of single items. We must pay attention to the introduction of packaging materials, packaging methods, and production techniques. We must pay attention to the design of packaging containers, the design of packaging structures, and the visual communication design of packaging containers. After the single packaging design is mastered, the series packaging design, combination packaging design, reuse packaging design, gift packaging design, and other various packaging methods are studied.

Eleven, adapt to the market - guide consumption - guide consumption - create consumption

Commodity packaging design to adapt to market demand, there is no sense for commodity packaging to leave the goods and markets. In teaching, it is very important to guide students to analyze the research market, correctly design their positioning, grasp the visual transmission skills, and reasonably match colors. In other words, adapting to market demands is the first priority.

Good product packaging must not only meet the market demand, but also it can attract consumers' attention on the shelf and guide consumers to purchase. This is especially important in a supermarket sales environment. The detailed instructions on the packaging can guide the consumer, some of the product packaging designed with POP advertising can also create consumption! From this point of view, the role of packaging design in commercial activities is not to be underestimated. Students must be filled with interest. Students can learn vividly and lively. Active learning can lead to better learning.

Wuhan University of Science and Technology Zhongnan Branch School of Arts Xia Dingqing

Professor Xia Dingqing graduated from the Central Institute of Arts and Crafts, the third, fourth and fifth national committee of the Design Committee of the China Packaging Association, a member of the Chinese Arts and Crafts Institute, a deputy chairman of the design committee of the Hubei Packaging Association, and a member of the Wuhan Artists Association.