[China Packaging Network News] The retail package cover integrates branding, sales, and advertising, and is the best way to communicate brand concepts. Professional packaging designers must focus on embodying brand value, promoting sales, and advertising effectiveness when designing. The reason is that good packaging will interact with consumers, and this interaction will stimulate their desire for purchase.
The packaging cover design does not have a clear rule, but there is considerable freedom of design in many product categories. How do you see your product on a wide variety of supermarket shelves? Here are a few suggestions for reference.
First, clear product "position"
To understand the core value of companies, products, and designers themselves, don't underestimate consumer awareness of the industry. Think repeatedly about the following questions: Does the product have a unique value proposition? What is the selling point? What kind of crowd is suitable for? Is it easy to use? It should be remembered that attracting the "eyeball" is the primary goal of the cover calculator when opening new brands or brand extensions.
Second, conduct field research
Use the difference in the design of similar products to determine the reasons for consumers to pick up the product.
Examine the similar products on the spot, understand the nuances of the packaging cover, analyze the attractiveness of it, and ask yourself the following questions from the perspective of the brand:
who am I? Do I represent something substantial? Am I longing for trust?
What makes me special? Where do I rank in the competition?
Why did they buy me? Where is my main advantage or advantage?
How do I establish a sensory connection between myself and the consumer? Where are the incentives?
Third, determine the level of information and visual order
When designing, the visual order is very important, which involves the level of information conveyed. In a broad sense, information is, in order of importance, brand information, product information, and variety information. Disaggregate the information you want to convey to customers and rank them according to their importance. This is not to say that the most important information is on the top of the box. The least important thing is to put it on the bottom. It is to say that determining the level of information delivery is a good starting point when designing. If all items are in the same visual order, they will enable customers to quickly discover the product and make their visual experience more enjoyable.
Fourth, determine the "protagonist" element of packaging design
Is the brand strong enough to base itself on the market without any help? What is the most important image that communicates with the product? What do you most want your product to have? List these answers and consider carefully to determine the "protagonist" elements of the package. If your brand holds the absolute market share, you can use the promotional slogan as the "protagonist," but the premise is that this tagline will take a long time. Otherwise, it is best to find inspiration in other areas. Shapes, colors, illustrations, and photos can be used to reinforce the brand's personality so that buyers can find products again.