4, role
(1) Protection of packaging
The role of packaging to protect packaged goods is its most fundamental role. In addition to preventing damage and deterioration of packaged items, vibration during transport, and damage caused by collisions during loading and unloading, consideration should also be given to the deterioration of products due to moisture and light, as well as hazards from rodents. In addition, the protection of the packaging also takes into account the transport methods, storage time, methods and other factors of the product.
(2) Packaging commodity
The products produced by the production process cannot be counted as commodities themselves. Only after they are packaged can they be commercialized. Therefore, packaging creates value along with its packaged items. The packaging of goods determines the packaging to convey to the consumer the manufacturer’s description of the packaged goods, as well as the description of the place of origin, etc., selecting colors, design drawings and texts, and printing so that the packaging becomes an integral part of the product and communicates The role of information.
(3) Packaging convenience
Easy-to-use, convenient packaging is what consumers need.
(4) The psychological function of packaging
To enable consumers to make up their minds about buying and stimulating consumer purchase motives, it is necessary to add some ingredients that can motivate consumers to buy their desires. This is the psychological function. Excellent packaging is "a salesman who does not speak."
(5) Packaging display and delivery
In supermarkets and retail stores where consumers choose their own goods, the display of the packaging itself plays an important role in promoting sales. An excellent packaging design, if you do not consider the visual effects of merchandise display, still can not cause consumers to pay attention to the product. Therefore, the product package must consider the conditions of the product display.
(6) Social aspects of packaging
A, the security of packaging. Mainly refers to the safety of packaging materials and packaging materials on the packaged items, which is particularly important in food and medicine.
B. Pest problems and reuse of packaging. The realization of non-pollution and reuse of packaging is a research issue for packaging materials.
C, properly packaged. With regard to the issue of standardization, developed countries have gradually developed in this area.
D. Packaging regulations. Each country has different packaging regulations according to its own national conditions.
The above-mentioned effect is already the basic principle that commodity packaging design should follow. Satisfying the above conditions is an excellent packaging design.
Third, advertising design
The meaning of advertisements is explained by the so-called “broad notice†that arouses people's attention to something and induces people to tend in a particular direction. Advertise in English, we call it advertising, this term is derived from the Latin "Advertere", which has the meaning of induction and attention. The society is advancing and the advertising is developing. The definition of advertising and the image of advertising in social life are constantly changing and developing.
The significance of advertising design is that design has clear goals and plans. It is a thinking process or step. It transforms the original idea into “reality†to improve life and beautify the creative activities of life. It has practicality and art. The double value. The perfect design can provide ideal products that can beautify our living environment while providing the right information. Therefore, the significance of design is not only beautiful, but also must be practical. Advertising design belongs to the design category, so its significance is the conception and implementation process of a comprehensive plan that requires aesthetics, functionality, and economy.
The highly creative "design" can be said to be an important feature of advertising. Since advertising has a very close relationship with painting at the beginning of its birth, it has led to a long-standing misunderstanding. It is thought that advertising design is to draw advertising paintings. The evaluation of the merits of an advertisement also delays the evaluation criteria for paintings. This drives many advertising designers to spend a lot of energy on the drawing of advertising goods and characters and neglects the design of advertisements. The biggest feature - creative design. This is a very harmful trend for advertising design. Therefore, before advertising design, you should correctly understand the characteristics of advertising design.
In modern commercial societies, excellent advertising works can be analyzed from the following directions, in addition to features such as disseminating information, accelerating circulation, improving company and product visibility, and facilitating competition.
Authenticity: Any sensible business operator understands that dishonest advertisements can never win the trust of the public. An operator who cherishes the image of his company can no longer afford to use the credibility of his own company to perform his duties rashly. Deceptive advertising. In this sense, the life of advertising is true. An advertising scientist once said about the authenticity of advertisements: “Manufacturers can only establish the most favorable image through advertising and establish their own clearest personality. Therefore, in the long run, they will definitely be the highest. Profits are the largest market for these goods."
Ideology: The planner of an advertisement should not treat the advertisement with only one economic phenomenon. It should also recognize that it also acts on the ideological field. Once advertisements are advertised in the society, they will inevitably exert a subtle influence on real life through their images, languages, texts, and symbols. As the American historian David Porter pointed out: "The social influence of advertisements can now rival those of churches and schools with long traditions. Advertisements dominate propaganda tools." Thus the planners of advertising should have a kind of Responsible and prudent attitude to face his own work, his work should have a healthy aesthetic education role.
Programmatic: Successful advertising must have a strict plan. Advertisement design has left a certain goal and advertising strategy requirements, advertising design has lost the direction of guidance. Advertising planners must first investigate, analyze, and forecast the market at the beginning of their work, and on this basis, formulate their graphics, language, color, objects, promotion level, and implementation strategy, so as to make a thorough ?plan.
Advertising can be divided into two categories: commercial advertising and social public advertising. The latter aims to publicize social public morals, civilized manners, traffic safety, environmental protection, fire prevention and anti-theft, smoking cessation, anti-drug, support for disability, etc., as sales promotion and promotional tools. Commercial advertisements have the effect of disseminating commodity information, accelerating commodity circulation, facilitating commodity competition, guiding consumption, and enriching material and cultural life.
V. Corporate image design
In the early 1980s, a new concept of business development - the CIS program finally came to meet with the vast number of Chinese entrepreneurs, economic theoreticians, and designers. If we say that CIS is a good medicine to help the business development, it is appropriate for China's transition from a planned economy to a market economy.
CIS is the English shorthand for the Corporate Identity System and is called the corporate identity system. Corporate image refers to an enterprise's impression in the minds of the society, customers, and consumers. It is the sum of the image of the general public and the employees in the company who understand the content, character, and temperament of the company. From a small business card to all visual media to the public belong to the company's image elements. CIS involves all the factors that are closely related to the formation of corporate image. Through entering CIS, the company proves its identity to the inside and outside of the group and establishes the overall awareness of the group. CIS is a business strategy that implements overall unified planning of the company's business management system based on the company's concept system, behavior system, and visual identification system. The enterprise concept system MIS included in the CIS refers to the enterprise's high-level ideology such as corporate purpose, corporate spirit and belief, business philosophy, management model, and market strategy. Its behavioral system, BIS, refers to the business dynamics that the business objectives are engaged in, such as market research, product development, promotional activities, public relations, circulation services, and internal employee education, training of cadres, production management, and welfare services. VIS refers to a visual identity system that includes everything that a company visually recognizes, such as corporate names, corporate logos, product trademarks, product names, standard fonts, etc., with its basic elements as its main components, and its projects as part of application promotion, such as Corporate mascots, packaging, advertising, apparel, standard street signs, environment, utensils, vehicles, etc. The purpose of the introduction of CIS by enterprises is to integrate the entire enterprise for self-innovation. Through the coordination and combination of these three aspects, the “community awareness†is strengthened internally, the sense of participation of staff is strengthened, and the management through standardization, order, and organization is carried out. Management, in order to improve the quality of the company as a whole, externally, through the external manifestation of the “soul†of the company VIS visual identity system, to obtain an irreplaceable image system. The effect is to greatly expand the influence of the company, improve the company's reputation and reputation, communicate and distribute the customer's business channels, and close the relationship between the companies, in the fierce and complex competition for survival, development, and occupy a favorable market position. From the point of view of design, it is the integration of modern design concepts and business management theory, to shape the personality of enterprises, highlight the spirit of enterprise, so that consumers have a deep impression and recognition, in order to achieve business objectives of the design policy system . In the past 10 years, this large topic of the corporate image strategy system has been studied and accepted in varying degrees by the Chinese business community and the design community, and has been applied and implemented by many companies according to their different understandings and through corresponding market research. With certain results, research on CIS theory and practice has become more and more popular, and an unprecedented climate has formed.
With the progress of mankind, the society needs more civilization. A company that can produce exquisite products and provide quality services must be able to attract a large number of consumers. A poor quality company cannot meet these conditions. The improvement of personal qualities will contribute to the improvement of the overall quality of the company. Similarly, an excellent corporate image will enable all employees to be proactive and create brilliance together. From the basic content of the CIS, we can recognize that CIS is a new way to make businesses move toward civilization and make the economy prosper.
Source of information: pack.cn