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How can package design attract consumers with visual impact

2021-02-26

In order to be original in the packaging design and personality show, graphics is a very important way of expression, it plays a role as 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.

First, the factors that determine the packaging pattern

1. There is a close correlation between packaging graphics and packaging contents.

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. Under normal circumstances, if the products focus on the physiological, such as food, drink, then more emphasis on the use of concrete graphics; If the product is more psychological, most of the use of abstract or semi-representational graphics.

2. The packaging graphics are related to the age, gender and education level of the object of appeal

Packaging graphics are related to the object of appeal, especially under the age of 30 years old. When designing the packaging graphics of products, we should take good care of it, so that the packaging graphics designed can be recognized by the object of appeal, so as to achieve the purpose of demand.

A. Age

Under 12 years of age: this age is childhood, for the recognition and presentation of graphics, tend to subjective consciousness. If the figures of cartoon type, semi-figurative graphics and those rich dynamic, interesting graphics are very fond of, in line with the psychological characteristics of children's innocence.

13-19 years old: this one age group is youth development period, they are full of fantasy sex, imitative sex, love idol type, dreamy type and the package figure that has style expression more.

20-29 years old: young people after the age of 20 years old, physical development has become mature. The gender differences are also particularly striking. Began to pay attention to the sense of value and authority, and most of them have been in the employment stage, strong judgment, can accept different forms of packaging graphics, but the abstract graphics are still fresh.

30-49 years old: the people of this one age group has married and established a career, because of the influence of life, occupation, economy, society and other factors, the thought is more realistic, and has a strong positioning concept, like rational realism, mostly prefer concrete graphics.

B. Gender factors
Men like to take risks and have the ambition to conquer others. Women like pretty, stable, therefore, in the form of packaging graphics men prefer to illustrate, science fiction, new visual form of expression. And women are more inclined to emotional needs, like concrete, beautiful form 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 has changed people's ideas and temperament, as well as the judgment standards of knowledge. Due to different levels of education, preferences for the form of packaging representation vary greatly. People with higher education are more likely to accept abstract graphics. People with less education prefer to choose realistic figurative graphics that are easy to distinguish.

Second, the form of expression of packaging graphics

In packaging design, there are mainly the following forms of packaging graphics, which should be used flexibly in packaging design.

1. Product reproduction

Product reproduction can enable consumers to directly understand the contents of the package, so as to produce visual impact and demand effect, usually using concrete graphics or realistic photography graphics. For example, food packaging, in order to reflect the delicious sense of food, food photos are often printed on the product packaging, in order to deepen the distinct impression of consumers, produce the desire to buy.

2. Product association

"Feeling by the scene" is to evoke similar life experiences and thoughts and feelings by things. It is mediated by feelings and moves from one thing to another, from the appearance of one thing to the appearance of another thing. 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.

3, the symbol of the product

Excellent packaging design makes people like it, makes people praise it and makes people want to buy it. This element of having to like is the symbolic effect of the packaging. The function of symbol lies in suggestion. Although it does not directly or specifically convey the idea, the function of suggestion is powerful and sometimes surpasses the concrete expression. For example, in the packaging design of coffee, a steaming hot packaging graphics to symbolize the quality of coffee, but also a symbol of young men and women in love exchanges and dating is indispensable drinks, in order to attract consumers.

4. Use brands or trademarks to do graphics

The use of brand or trademark to do product packaging graphics, can highlight the brand and enhance the credibility of product quality. Many shopping bags and cigarette packaging design mostly use this form of packaging graphics.

5, the foil of the product

The so-called foil is to show the opposite of things very prominently, so that the product image is more distinct, strong and prominent.

6. How to use the product

Usually, consumers do not know much about the features of new products, which requires the use of artificial methods, in a variety of ways to explain. But the best way is to work hard on packaging, using packaging graphics to express the use of the product; In order to increase the product's persuasiveness, thus arousing the consumer's interest. If instant noodles are printed on the package the photo of brewing process or using method, make consumer knows the characteristic of the product in advance.

In packaging design, packaging graphics can not be isolated alone, but should closely cooperate with the overall layout, so that the overall visual design tends to be perfect, so as to establish a unique style.

Third, the design of export packaging

Should be based on the world's preferences and taboos for graphics, choose the appropriate packaging graphics.

In export packaging, because the packaging graphics violate the taboos of the importing country, the cases that the imported goods are detained by the local customs or rejected by local consumers often occur. Therefore, it is very important to understand the taboos of the importing countries in the packaging design of export products.

Different countries have different preferences and taboos for packaging graphics. In Islamic countries, it is forbidden to use the graphics of pigs, hexagonal stars, crosses, female human bodies and upturned thumbs as packaging graphics. They prefer the five-pointed star and crescent shape graphics. Japanese people think that lotus is unlucky, fox cunning and greed, and the Japanese royal top decoration on the 16-petal chrysanthemum pattern should not be used in the packaging, they like round and cherry blossom pattern; The English people compare the goat to the indecent man, regard the rooster as the indecent thing, the elephant as the useless thing, boring, can not be used as the packaging figure, but like the shield and oak shapes; Singapore is known as the Lion City and likes the lion figure. Dog graphics are taboo in Thailand, Afghanistan and Islamic countries in North Africa. The French think that walnut is not auspicious things, spades figure for the symbol of funeral; Nicaraguans, Koreans think triangles are unlucky, these can not be used as packaging graphics; Some people of Hong Kong area regard chicken as pronoun of prostitute, because this is unfavorable make bedding package figure.

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