Product Package Design and Consumer Psychology (1)

Abstract: This article introduces some basic common sense in commodity packaging design, discusses the relationship between commodity packaging and consumers, and puts forward some psychological strategies for product packaging design.

Keywords: commodity packaging design consumer consumer psychology

Packaging is the most extensive and frequent visual image of consumers. In the era of scientific progress and high economic development, commodity packaging design has become a product of a combination of science, art, and culture. It requires a unique combination of creativity, kitsiness, and modern technology. As a highly knowledge-intensive creative activity, commodity packaging design plays an important role in inducing consumption, improving commodity competitiveness, and promoting enterprise development. On the premise of quality assurance, personalized product image is the most effective promotion method.

First, the graphics, text and color of the product packaging design

(a) Graphics in the packaging design of commodities

Graphics can be divided into three major categories: figurative, abstract, and decorative graphics.

1, figurative graphics

(1) Photographic images: Photographic images are a direct image language that can truly express the product image. With vivid image language, the product has a high visual impact, and its application in packaging is becoming increasingly widespread. In addition to realism, photographic graphics can also use a variety of special processes to create a variety of graphic effects.

(2) Realistic paintings: Photography does not replace painting. The so-called realistic painting is not purely objective, but it is a subjective choice based on the performance requirements of the object to be expressed, making the image more simple and perfect than the actual object.

(3) Induction Simplified Graphic: This refers to the general treatment based on realistic writing. Summarize features and simplify levels to make objects more concise and clear. In terms of expression methods, changes in points, lines, and surfaces can produce a variety of performance effects.

(4) Exaggerating the change graph: This is a change process based on induction and simplification. That is not only summarized, but also emphasizing distortion, so that the performance object achieves a lively, humorous artistic effect.

2, abstract graphics

The abstract graphic refers to the use of point changes, line changes, and surface changes to refine and summarize the specific image of the product and express an implicit, intrinsic, intrinsic semantics. Abstract graphics have a wide range of performance, and have a great potential for the performance of the packaging picture. Although abstract graphics have no direct meaning, they can also convey certain information and guide the viewer's imagination.

3, decorative graphics

The application of packaging design to decorative graphics is also extensive, including the borrowing of traditional decorative patterns. Decorative patterns should be used in conjunction with the contents of the properties, characteristics, grade appropriate use.

(II) Text in Product Packaging Design

Just like advertising design, packaging design sometimes can not have graphics, but it can not be without text, text is an essential element to convey the packaging design residence, many good packaging design pays great attention to text design, and even completely change the text to deal with the decoration Screen.

The text content of packaging and decoration mainly includes the following aspects:

1. Basic texts: packing number, name and name of the producing company. It is usually arranged on the main display surface. (The name of the production company can also be arranged on the side or on the back.) The brand fonts are generally standardized to help establish the product image. Product name text can be decorated and changed.

2, information text: data words include product components, capacity, models, specifications and so on. The layout is mostly on the side of the package, on the back, it can also be arranged on the front. Design to use printed fonts.

3, Description text: Explain the product use, usage, maintenance, precautions and so on. The text should be clearly defined and the font should be printed. Generally not arranged on the front of the package.

4. Advertising Text: This is a promotional text that promotes the characteristics of the contents. The content should be honest, concise, lively, and deceived. (Ad text is not necessary text)