Trademarks are "identification cards" for goods. Whether it is new commodities or well-known products, the positioning of trademarks is very important. Therefore, the following three aspects should be taken into consideration in the design of trademarks.
Color Choose one or several combinations of colors to express the company's image, making consumers easy to remember and easy to remember. For example, PepsiCo selected the blue and red two-color combination. Japanese Fuji Film Company selected the green and white two-color combination. Kodak Film Company selected the three-color combination of yellow, black and vermilion, which can give consumers a strong The visual impact.
Graphics When graphics and color are combined, they are more able to play its visual identity. The common logo on serialized commodity packaging is a symbol of the entire commodity family, and it is also an effective means of highlighting trademarks, brands, and manufacturers. In trademark positioning, graphics include: trademark images, auxiliary signs, serial signs, unique packaging containers, and so on.
Text-shaped marks are very common, but the lettering must be designed. This type of font design is another technique that distinguishes it from other brands, such as Canon and Midea.
In the positioning design of the packaging pattern, the content can be faithfully represented by both illustration and photography, giving the consumer a real and authentic feeling. However, modern packaging also uses a lot of abstract graphics to convey product information, which depends on the specific product.
Each color has a symbolic meaning. Therefore, when using color to express product information, various factors such as the user of the product must be taken into consideration. For example, men's cosmetics packaging mainly uses black as the main color and red or white and other emphasized brand names to form a contrasting and generous design style, which fully reflects the male masculinity. While women's cosmetics are mostly soft and elegant colors, people feel the feminine beauty.
Any packaging design must have text, so how the font design directly relates to the performance of product features. The brand name in the crisp chocolate package adopts a smooth glyph that matches the image of the product, which fully reflects the sweet taste of the chocolate and can cause appetite.
Erie, Mengniu and the Dutch mother-in-law dairy product packaging, the realistic illustration highlights the scenery of the grasslands and pastures, with hand-worn milk, dressed in national costumes are peasant women are walking forward, the middle cow, Windmills, small rivers and other backgrounds, with green grass, yurts, blue sky and white clouds, which vividly portray the origin of goods, give people a prairie idyllic kind of friendly atmosphere, so that consumers can rest assured.
In addition, with packaging design can have origin, it makes consumer goods from which country sake packaging, unique container shape and rich national style, add unique charm to the product. The design of commodity packaging requires that the high, middle, and low grades of positioning be taken into account based on the price of the product, and the grades that can be used in the design. Such as perfume packaging, the use of glass and metal materials for high-end packaging design reflects a certain level. Perfume and cosmetics are mostly high-end packaging, while daily-use cleaning products are regarded as mid-range or low-grade packaging.
Who should sell goods? It is the first question that must be considered in modern packaging design. Ignoring this point will not be conducive to the promotion of goods. According to different situations of consumer objects, they are classified and positioned. For example, whether the product is for men or women, is it for children or the elderly? Of course, as a good package design, it should be the comprehensive performance of the above several angles and the flexible changes in the application. It can be a combination of brand name positioning and commodity, it can be a combination of consumer positioning and trademark positioning, or it can be The combination of consumer, product, and trademark positioning. Because the main display surface of the packaging is limited, it is necessary to make choices in these three aspects, and the visual weight and proportional relationship of the three do not need to be treated equally. At the same time, you can also make full use of the side and back of the package. Consumers often look at the front and then the other side when they are shopping, so that they can get more product information.
Positioning design can only solve the design method in the design, but can not solve the artistic appeal of packaging brought to consumers, how to make the correct packaging positioning through the artistic language to convey the information of the goods, yet to be in other efforts.
Reprinted from: China Packaging News