Packaging visual design and brand culture

Packaging - the competitiveness of the product. A powerful package can be a final weapon.

Everyone may have heard such a famous saying: “The more nationality is, the more universal it is.” Tea, as a traditional drink of the Chinese nation, has a long history and deep cultural heritage, and because of the vast territory of China, The origin of tea is different, and its cultural origin is different. Therefore, if a business wants to build a well-known brand of tea, enter the international market, and gain more market share, it must highlight the cultural heritage of tea packaging that is full of rich ethnic and local customs, so that consumers can see and touch the eye. The feelings of being and feeling can be regarded as friends and spiritual comforts. It is believed that tea is a product culture and a family relationship, and thus a rich association is created.

The packaging of goods is the first line that consumers directly face, and consumers cannot directly contact with the corporate identity. Products on production are what consumers actually touch. When they want to purchase products, they must examine packaging. Visible, packaging has become a product image directly, at the same time is the brand image of the specific, logo, packaging is almost the brand image of the direct dissemination and promotion.

For a long time, the design of an antique-looking packaging has no longer been the practice of writing a poem that no one knows which corner of the corner is poached. The first packaging is based on the brand as the core and the foundation, and it is the visual extension of the culture as the core. It is by no means a grandstanding. The packaging of tea is no doubt a lot more advanced than in the past. The simple and thin plastic bag packaging has been rare in the market and replaced by elegant materials, beautiful designs, and elaborate pouch packaging. The author from the dazzling tea packaging on the shelves, but found that there is a big shortage of these tea packaging: fancy packaging, lack of features, lack of cultural heritage, it is superficial, similar.

In terms of product packaging, the external is the weapon, the specific language of the design expression, and the visual communication of the design. Packaging design is the first integrated design with strategic features. It is the crystallization of teamwork. It is the historical, geographical, and cultural aspects of the classics, historical materials, in the context of the development process will corporate culture, humanistic and historical spirit and a unique plea To integrate into the basic image, we must also pay attention to market strategies. In itself, this is a high-intelligence comprehensive service work. It is not a single operation. It is a process in which more other departments participate in and integrate. The merchant is more like a partner. A packaging project requires multiple people to work together. It needs to communicate and communicate with businesses, and needs to be responsible for production and sales. People work closely and cooperate with each other. For major projects, it should also include market research personnel, consultants and other professionals involved. For packaging design, finding the direction of the design is more important than anything else. Customers do a design, often for a variety of reasons. Sometimes it is to launch a brand-new product, sometimes to improve the product for the sake of upgrading the original product. Regardless of the design motivation, it is essential to fully understand the consumer's needs, which requires the design of this project. The team has a certain understanding of the market. For example, if the customer is launching a brand new product, it is necessary to carry out research, what its target market is, and how to formulate a corresponding design proposal for the target consumer group; if it is a new product replacement, then its What advantages of the original brand packaging need to be inherited; if the product is redesigned, how is the sales of its similar products, what are the advantages and disadvantages, what are the strengths and weaknesses in the existing designs? In short, the more thorough understanding of the customer's situation, the more accurate the positioning of the practice, the better the final design effect.

The quality of packaging design depends on the market, and often there are too many topics to be expressed in the packaging, thus weakening the attractiveness of the packaging itself. When you look in a dazzling array of products, your eyes stay on each product for a short period of time, so the packaging design must be direct in the message, preferably the only, intuitive, it should have a clear Clear features allow customers to see the product at a glance. This requires designers to apply the basic skills of graphic design, correct rhythm grasping, material selection, or merchandise display, etc., have specific understanding and mastering, grasp the core rules of packaging adaptability, personalized Basic rules, professional success rules. The packaging design is not independent, and the product itself as a fundamental, packaging as the center, supplemented by appropriate advertising and various promotional methods to achieve the unity of the image, the effect is significant.

In the boutique model of researching and building a company's (product) brand, packaging constantly communicates and communicates, and deep-seatedly explores the visual impact of exquisite molding and appliances, creating the most perfect visual image for the company and deepening the potential of brand culture. value.

Reprinted from: China Tea Information Network