The main purpose and basic functions of packaging design

Packaging design may seem simple, but it is not true; when an experienced packaging designer is executing a design case, he or she considers not only visual mastery or structural innovation, but also whether there is a complete understanding of the product marketing plan involved in this case. . If package design lacks comprehensive pre-planning for product analysis, positioning, and marketing strategies, it will not be a complete and mature design work. The birth of a new product, through internal R&D, product analysis, and positioning to marketing concepts, is rather complicated in detail. However, these processes are inextricably linked to the direction of packaging design. When a designer plans a case, the business owner If such information is not provided, designers should take the initiative to understand the analysis.

Before proceeding with the packaging design analysis, the difference between "product" and "goods" should be clarified: An unpackaged content is "product" and a packaged product is "commodity". The product must be "packaged" before it can be sold on the store.

The purpose of packaging

Introduce products: With the elements on the package, consumers can understand the content, brand, and product name of the product.

Marked: The product's shelf life, nutrition, bar codes, weight limits, environmental labels, and other messages must all be clearly marked in accordance with regulations.

Communication: In order to enhance the corporate image, some companies will attach some messages of propaganda and propaganda to the packaging, assist children, or send positive messages to positive interaction with consumers.

Occupied shelf position: The final battlefield of the product is in the store. Whether it is a store shelf or a vending machine, how to create a better visual space with a competitive brand is a consideration in packaging design.

Activating and stimulating the desire to buy: The combination of packaging design and advertising can enable consumers to memorize the products and then stand out from the variety of goods on the shelves.

Self-selling: Commercial packaging is the packaging most contacted by consumers. Now that the salesperson no longer has sales promotion or recommended sales activities in the store, they communicate directly with the consumer through face-to-face communication. Therefore, a good packaging design is required. Must provide product information to consumers, and allow consumers to quickly see at a distance of 60cm (average hand length) and 3 seconds. At a glance, they see "I'm what you need!" The design can make the goods easily self-sales.

Promotions: In order to clearly inform the message of product promotion, packaging must sometimes be redesigned in conjunction with promotional content, such as incremental, discount, price reduction, buy one get one free, gifts and other promotional content.

The basic function of packaging

Concentrate, store and carry: Through “packing” and “packing,” products can be concentrated and placed in the same space for storage, metering, pricing, and carrying.

It is easy to transfer the product from the place of production to the consumer. It must be packaged before it can be assembled and sold on the market.

The message tells: Through the material and form of the package, let the consumer know the properties of the content and convey the consumption information.

Preserve products and increase lifespan: depending on the attributes and needs of the product, sometimes to prolong the lifespan of the product, the functionality of the package often outperforms the visual performance, and even more material costs must be paid. The development of packaging materials such as canned food, fresh house, etc., allows consumers to use the product without the influence of time and space.

Under pressure: The selection of packaging materials is also the key; products such as sausages and clams are packed with nitrogen to allow the air in the package to have enough buffer space so that the products will not be crushed or deformed.

Resistance to Light, Oxidation, and Ultraviolet Light: In many countries, there are regulations that specify that some products must be insulated from light, ultraviolet rays, and anti-oxidation packaging materials to prevent deterioration of the product.