The combination of tradition and modernity, nationality and internationality, is one of the important characteristic of excellent packaging design. This is also confirmed by the examples of excellent packaging design at domestic and abroad. In modern packaging design, we must not only pay attention to the national culture of the country, but also take into account the characteristics of the times and the national culture of the region where we are sold, in order to design excellent packaging.
Packaging design is a very characteristic form of modern social culture. It is not only a part of traditional culture, but also the material carrier of culture. Tradition refers to the thought, culture, morality, style, art, system and behavior passed down from history, and national culture is an important part of traditional culture. The more local and national, the easier it is to attract people. “Only the national is the world.” These concepts have gradually become the consensus in the era of world economic integration. If modern packaging design has national characteristics, it will be more recognized by the world.In China, the packaging design of many teas well reflects the traditional Chinese culture.
The development of China’s five thousand years of civilization, whether it is court art or folk art, has accumulated a large number of artistic expressions through the creative practice of painters, artists, craftsmen, and common people of all dynasties. The formation of various graphics and decorations with typical cultural connotations reflects the life philosophy and aesthetic taste of the entire nation, and is a great legacy left to us by history. These are the source of modern packaging design, which in turn helps us design packaging with Chinese characteristics.
Our packaging design must not only maintain the traditional characteristics and individuality of our nation, but also conform to the aesthetic psychology of different countries and nationalities. Therefore, in the practical application of these traditional folk elements, we should not be satisfied with simply using them, but should draw on and absorb their expression techniques and modeling characteristics, and then combine the characteristics of commodities and integrate into modern atmosphere, so that the design has both National characteristics and sense of the times.
The design of the packaging box should also be combined with the psychology of consumers. The packaging styles and styles required by different consumer psychology are also factors that should be considered in the design of the packaging box.
1. Realistic psychology
The main characteristic of most consumers’ consumption psychology in the process of consumption is truth-seeking psychology. They believe that the actual utility of goods is the most important, and hope that the goods are easy to use, cheap and high-quality, and do not deliberately pursue beautiful appearance and novel styles. The consumer groups with a realistic mentality are mainly mature consumers, working class, housewives, and elderly consumer groups.
2. The psychology of seeking beauty
Consumers with a certain economic capacity generally have a desire for beauty, pay attention to the shape of the product itself and the external packaging, and pay more attention to the artistic value of the product. The consumer groups who have a desire for beauty are mainly young people and the intellectual class, and women account for 75.3% of these groups. In terms of product categories, the packaging of jewelry, cosmetics, clothing, handicrafts and gifts should pay more attention to the expression of aesthetic value psychology.
3. Seeking difference psychology
The consumer groups who hold the psychology of seeking differences are mainly young people under the age of 35. This type of consumer group believes that the style of goods and packaging is extremely important, and pays attention to novelty, uniqueness, and individuality, that is, the shape, color, graphics and other aspects of the packaging are required to be more fashionable and avant-garde, but the use value and price of the goods are not very important. care. In this consumer group, underage children account for a considerable proportion. For them, the packaging of the product is sometimes more important than the product itself. For this group of consumers who cannot be ignored, the packaging design should highlight the “novelty” characteristics to meet their psychological needs of seeking differences.
4. Herd mentality
Consumers with a herd mentality are willing to cater to popular trends or imitate the style of celebrities. Such consumer groups have a wide age range, because the vigorous promotion of fashion and celebrities by various media has promoted the formation of this psychological behavior. To this end, the packaging design should grasp the popular trend, or directly launch the product image spokesperson that is deeply loved by consumers, so as to improve the reliability of the product.
5. The psychology of seeking famous brands
No matter what kind of consumer group there is a certain psychology of seeking a famous brand, they attach importance to the brand of the product, and have a sense of trust and loyalty to the well-known brand. When economic conditions permit, they even insist on subscribing regardless of the high price of the product. Therefore, packaging design to establish a good brand image is the key to the success of product sales.
Post time: Mar-26-2022