Suzhou Xingda Leather Care Agent Packaging Design Application Example

Packaging design belongs to the category of practical art. It is closely related to market economic activities. Therefore, there are many factors that affect packaging design. The author analyzes the design examples that come into contact with the work—packages for Suzhou “Xinda leather care agent”. Design to explore the problems in the actual work of packaging design.

First, the design background

Suzhou Xingda Spray Products Co., Ltd. is a Taiwan-owned company that mainly produces a variety of civil and industrial spray products, such as air fresheners, glass cleaners, industrial rust inhibitors, and release agents. Last year, the factory planned to put one of its products: “Xinda leather care agent” into the Shanghai market, mainly into the supermarket for sales. When I entered Carrefour supermarket, I encountered obstacles. Carrefour Supermarket is a chain supermarket operated by the French in China. It has chain stores in many large and medium-sized cities in China, and has won the trust of Chinese consumers with its fair prices, quality guarantee and convenience for shopping. After trials, French merchants praised the quality of Xingda leather care agent, but shook his head and thought that the original two packages of Xingda leather care agent (see Figure 1: a, b) Heavy and relatively old-fashioned designs, if you want to enter Carrefour supermarket, the design of its packaging needs improvement. Under this circumstance, Suzhou's Taiwanese manufacturer proposed to design two new packaging requirements for Xingda Leather Care Agent. One is for Carrefour supermarkets. It requires a novel and unique design, which fully meets the requirements of French merchants while fully embodying product features. The grade reached; the other is in the face of the mass market, requiring compliance with the general consumer psychology.

Second, the design concept

Upon receiving this design request, the designer first conducted an inspection of the existing similar products in the market, and found that most of the leather care agents currently on the market are mostly colorful and eye-catching, and most of the designs use physical photos.

In terms of packaging design, to have a personality should jump out of this popular model, it can show distinctive, to achieve the purpose of highlighting the product.

In terms of color, although bright colors, that is, higher-purity colors, are more attractive to people's eyes, they are used more frequently in the market, which is not conducive to the consumer's choice of many commodities at the first time. It also appears to lack personality. Color is an important part of all design elements, especially the color of commodity packaging, which has a greater effect on the product itself. Since the goods are displayed on the shelves, consumers browse the goods through the shelves are a certain distance, but often time is short, then the color of the goods packaging will first jump into the consumer's line of sight, its role can not be despised, and sometimes the design personality is mainly reflected In color. A Japanese beverage company is preparing to launch a new type of beverage. After conducting a market survey, they found that there are a wide variety of beverages sold in supermarkets. The colors are dazzling. They are all vivid color series. When they are put together in colorful, they are not there anymore. The most eye-catching. So they were ingenious to design the packaging of new beverages into very simple black and white tones, creating unique effects. When this type of beverage was put into the market, the effect was surprisingly good. Many people saw the black-and-white packaging for the first time when they bought the beverage. They felt new and they tried to buy it. This is a good example of creating personality and winning the market by packaging colors. In association with this leather care agent, it is not always necessary to use bright colors to attract people. From the nature of the product itself, “leather care” is a concept of “protection” that can be reminiscent of gentleness, care, Does not harm the goods, etc., then the color of the packaging if you use elegant, soft colors are not very able to reflect the nature of the product?

In addition, leather products generally belong to high-end items, consumers will care for the need to care more, leather care agents should also reflect the high-end feeling, to meet the customer's consumer psychology, so the color should be more inclined to elegant, soft Hue to reflect the grade. After various analyses, the use of soft and elegant colors as the color of the package was determined from the color location. From the perspective of the packaging design, most of the leather care agents currently on the market are designed with physical photos. Although the properties of the products are more intuitively understood, they appear to be relatively general and have no novelty.

Packaging design can be roughly divided into two styles, one is text-based, and the other is abstract style; one is based on graphics, and the graphics can be divided into abstract and figurative types. Which form should be used depends on the needs. For example, food packaging generally adopts physical photographs. Through the photographs, the colors, fragrances, and tastes of foods are reflected in a very intuitive manner, stimulating the appetite of consumers and causing the desire to purchase. The majority of the packaging design is text-based, designed to highlight the brand and product name. For leather care agents, both styles and forms can be used. The key is how the design can have personality and can achieve the purpose of distinguishing from similar products. After comparing similar products, the designer decided to use an abstract graphic for the packaging of Xingda Leather Care, and at the same time highlight the name of the product so that the consumer's use of the product can be seen at a glance.

(to be continued)