Abstract: Product and product packaging are inseparable overall. When designing product packaging, we must fully consider the human factors. We must not only consider the basic functions of packaging, but also have a lot of product-related considerations of human nature. For example, in terms of information and usage of packaging for people, they are often considered from the perspective of users.
Keywords: product design; packaging design; humanization
Draves, a pioneer of American contemporary design and ergonomics, said: "If the product blocks people's activities, the design will fail; if the product makes people feel safer, more comfortable, more effective, and happier, The design will be successful." This is not just for product design, but also for product packaging design, modern product design should pay more attention to the humanization of packaging design.
1 Product packaging design
Product packaging design is based on the quality and performance of the product, "in order to ensure that the original state and quality of the goods are not damaged or affected during transportation, flow, transaction, storage and use. Technical measures and artistic means.
1) The product packaging has three major functions. (1) Protection function. On the surface, the purpose is to protect the goods, but in the end it is to protect people from harm. If the products are not packaged, it will cause great inconvenience in the handling or carrying process, and even cause the user to be injured. This actually protects the user. (2) Convenient function. Convenient for people, including ease of use, convenient storage and transportation, and easy sales. The reason why many packagings are designed to be square is to facilitate transportation and consumption, such as mass transportation. (3) sales function. Sales function is to meet people's psychological needs, but also a display function, such as through the special environment of the store, can show the effect of the product, which must rely on the packaging and beautification features, as far as possible to demonstrate the characteristics of the product.
This shows that product packaging design is for "people", only to meet the needs of people, packaging only has the value. In carrying out the product packaging design process, the designer must first understand what type of person the product is sold for and how they can meet their requirements.
2) Principles of product packaging materials. The selection of product packaging materials should follow the principles of people-centeredness, product protection principles, and economic principles. All three are solved and the use of materials is reasonable. The human-centered principle refers to the use of materials for product packaging to meet people's needs, including the needs of people's safety and ease of use. The safety requirement is that the materials used will not harm the human body and lives.
2 Relationship between packaging design and product design
Product and product packaging is an inseparable combination that cannot be separated and viewed. This is especially true for users. In the German business community, product packaging and packaging design are very important. Instead of treating packaging as an appendage, they value it as an integral part of the product. They think that the purpose of packaging is not just to attract customers, but also to protect the packaged goods. According to the definition of packaging, it can be clear that there are several issues that need attention in the design of packaging.
1) The packaging is to promote the product, not an obstacle, so when the packaging design of the product, you need to pay attention to the humanization of the packaging, such as identification and use, to bring convenience to consumers.
2) The packaging design should consider extending the product. Whether it is protection, beautification or publicity, the packaged product has reached the goal that it cannot achieve.
3) The packaging itself should not become a burden, so when it comes to packaging design, it needs to pay attention to reducing waste, improve labor productivity, and reduce costs. Therefore, when designing product packaging, we should consider how to properly use the characteristics of the product to reduce packaging. This will increase the efficiency of the packaging, such as many beer packaging, simple and effective.
4) Some packages can become part of the product and become part of the use. For example, many packages are detachable. After disassembly, they can be re-assembled to complete some of the functions of the product. See Figure 1 for the lid of the insulated cup. One can also be disassembled as a cup to hold water.
3 Humanized design of product packaging
Humanized design is not a design movement or a design group. It is the goal pursued by humans in the process of transforming the world. Humanized design is a kind of dynamic design philosophy. It does not have an exact beginning, nor will it end. When considering design issues, the humanized design is based on an artificial axis to carry out design considerations, pay attention to improving people's values, respecting people's natural needs and social needs. Humanized design also considers the psychological factors of consumers. For example, packaging should be able to obtain the success of humanized design. First of all, it should attract attention; in addition, it is necessary to have a certain emotional association; secondly, successful product packaging can not only lead to consumers. Emotions and associations, but they should also keep consumers in sight.
In general, the humanization of product packaging design refers to the consideration of human factors when carrying out packaging design. It is not only the static person but the activity status of the person, such as the use status of the product, in the person In classical experiments in machine engineering, Tero carefully studied the state of shovel coal and proposed to redesign the size and length of the shovel instead of looking at the shovel design in isolation. Therefore, in the design of product packaging, it should also consider the use of state, such as how to transport the product, how to open the packaging, under what circumstances to use the product? Wide transparent tape packaging design is a negative example, for the convenience of packaging, general Wide transparent tape is a cartridge, and it is a series of multiple strings. However, it is particularly troublesome to use, it is difficult to find the tearing head, and it is difficult to tear, unless using scissors or special transparent tape tool. This design did not fully consider the general use of the state, if you can add a small spike in the packaging time (can use plastic material), you can also easily cut the transparent tape.
For product packaging design, in order to use packaging to highlight the characteristics of the product, but also targeted humanized packaging design, the following two aspects are mainly considered:
3.1 Information aspects
1) An easily identifiable logo. Humanized design of product packaging design, there should be prominent identification logo, such as product name, category and origin, etc., so that consumers can understand the product through the packaging, rather than only by opening the package, see the product to understand the product .
2) Easy to understand instructions and illustrations. No matter what the product is, you need to make a simple description through the package, so that consumers can quickly grasp the use of the product. Appropriate use of icons, especially cartoons, can be very vivid.
3) Contact and touch can accurately determine the product packaging design. Humanized product packaging design should be able to take into account many of human sensory factors, such as touch, taste, etc., rather than just consider visual and auditory. Therefore, when designing, it should be more to highlight the actual feelings, such as the lovely shape, give people a great affinity; when selecting materials, select some materials with a good feel, such as the appropriate use of some wood, The feeling of the product packaging can be increased, or some treatment can be performed on the surface, such as some bumps, which can also give people a good feeling.
4) Can be identified and judged by voice. In the packaging design of products, sound is also a very important factor, and it is also very easy to be ignored. Clever use of some local sounds can give people a good impression. For example, the packaging of wine is a good example. In some factory reports, such voices are used as a selling point.
5) Cleverly handle the problem of wrap and reveal. The general packaging is to wrap the product, which is convenient to transport or carry, but wraps the product, it will hide many features of the product, so in many packaging design, in particular consider the display of certain parts of the product For example, some parts use transparent materials to achieve the purpose of displaying product features. This also allows consumers to understand the product faster.
3.2 Use aspects
1) The packaging should be easy to open and easy to close. No matter what kind of product packaging, it should be easy to open and close, in the packaging should be located at the place for the consumer to consider the use of details, such as packaging, how quickly and easily the product packaging; open, how not With the help of other tools that can be easily opened, many packages are now designed as bayonet. This is a consideration.
2) Easy to carry. Therefore, when designing products, we should consider the use and carrying of products, which can be realized by packaging, or can be realized by the product itself. For example, the computer case in Figure 2 has a unique handle design. This kind of handle design has The original computer chassis packaging only has the carrying function.
3) Easy to use. Product packaging design should be based on ease of use as a guideline, and should be considered at every step. For example, the seal design should not only consider the closure, but also pay attention to the convenience of opening, such as the original canned design, although it can be well sealed. , but it is very difficult to open. To do product packaging design must avoid such situations, such as the packaging of many electronic products are used bayonet design, so that the product can be easily locked, open and very convenient, so more in line with the packaging design of humanity.
4) Easy to handle after use. For many products, the packaging is only used for transportation or carrying, so many products are thrown away after the purchase, plus some materials are used improperly, causing environmental pollution, it is also a waste. For the packaging design of modern products, the function of the packaging should be promoted, such as the use of the packaging twice, or only simple development can be used as other products, and many beautiful canned bottles can be used directly. Use it as a cruet, so when designing cans, you should consider secondary use issues, such as designing serialized cans. This just satisfies the specifications of the cruet, which is a good way to handle packaging recycling. It also brings convenience to ordinary consumers.
4 Conclusion
For the packaging design of products, it has always been seen as separate from the products. In fact, the two are inseparable overall. Only when the two are integrated together and considered from the perspective of the user, they are considered for their consideration. By making full use of the humanization point of view, from packaging information to people and using two aspects of design, we can design good packaging.
Source: Packaging Project
Ye Dehui Guilin Institute of Electronic Technology