Packaging Design: Attracting Consumers with Visual Impact

To create a unique style and personality in the packaging design, graphics is an important means of expression, it plays a role as a salesman, to convey the content of the package to the consumer through the visual role, with a strong visual impact. Can cause the consumer's attention, thus has the purchase desire.

First, determine the factors of the packaging graphics

1. The packaging graphics are closely related to the contents of the package.


The packaging graphics can be classified into three types: figurative graphics, semi-contained graphics, and abstract graphics. It is closely related to the contents of the package so that the product's characteristics can be fully conveyed. Otherwise, it does not have any meaning and cannot be associated. To anything, it can't be expected what effect it will have, it will be the greatest failure of the packaging designer. Under normal circumstances, if the product is more physiologic, such as eating or drinking, it is more important to use figurative graphics; if the product is more psychological, it uses mostly abstract or semi-concrete graphics.

2. The relationship between the packaging graphics and the age, gender, and education level of the object of appeal
The packaging graphics are associated with the object of appeal, especially when it is under the age of 30. When designing product packaging graphics, it should be well grasped so that the design of the packaging graphics can be identified with the object of appeal, so as to achieve the purpose of demand.

a, age range

Under 12 years old: This age group is a childhood period and tends to be subjectively aware of graphics and performance graphics. Such as cartoon-like characters, half-image graphics and those who are full of dynamic, fun graphics are very fond of, in line with children's pure naive psychological characteristics.

13 to 19 years old: This age group is a period of puberty, they are full of fantasy, imitation, love idol, dream style and more packaging performance graphics.

20-29 years old:

Young people after the age of 20 have matured in physical development. Gender differences are also particularly significant. Begin to focus on the sense of value and authority, and most have been in the employment phase, strong judgment, acceptable for different forms of packaging graphics, but still fresh with abstract graphics.

30-49 years old: most of the people in this age group have already established a family. Due to the factors of life, occupation, economy, society, etc., the thoughts are more realistic, and they have a strong positioning concept. They like rational realism, and they mostly prefer figurative graphics. .

b. Gender factors

Men like adventure and have ambitions to conquer others. Women like to be quiet and comfortable. Therefore, men prefer captions, science fiction, and new visual expressions in the form of packaging graphics. Women, on the other hand, are more inclined to emotional needs. They like figurative and beautiful forms of expression. There are also physical and psychological factors that should also be considered.

C. Education background

In the process of learning, education has changed people's concepts and temperament, and at the same time has changed the standard of judgment on knowledge. Due to the different level of education, there are great differences in the preferences of packaging expressions. Those with higher educational qualifications are more likely to accept abstract graphics; those who are less educated prefer to choose realistic imagery that is easy to distinguish.

Second, the manifestation of the packaging graphics

In the packaging design, there are mainly the following forms of packaging graphics, in the packaging design should be flexible.

1, product reproduction

Product reproduction can enable consumers to directly understand the contents of the package in order to produce visual impact and the effect of demand, usually using figurative graphics or realistic photographic graphics. Such as food packaging, in order to reflect the taste of food, often print photos of food on the product packaging, in order to deepen the consumer's sharp impression and generate desire to purchase.

2, the product of the association

“Touching the emotions” is the evoking of similar life experiences and thoughts and emotions by things. It uses emotions as an intermediary, and thus the object goes to something, and from the appearance of one thing to the appearance of another thing. Under normal circumstances, mainly from the product's appearance characteristics, product performance characteristics after use, product static and use status, product composition and packaging of ingredients, product sources, product story and history, origin of the characteristics and ethnic customs Other aspects of the design of packaging graphics, to describe the content of the product, so that people can think of the graphics package content can be associated.

3, the product symbol

The excellent packaging design is very pleasing and praiseworthy. People can't help but want to buy. This kind of factor that people have to like is the symbolic effect of the packaging. The function of the symbol is to suggest that, although the idea is not communicated directly or specifically, the implied function is powerful and sometimes exceeds the representation of the figurative character. For example, in the packaging design of coffee, a hot steamed packaging pattern symbolizes the quality of coffee, and also symbolizes that young men and women are indispensable drinks in dating and dating in love to attract consumers.

4, use the brand or trademark to do the graphic

Using a brand or trademark as a product packaging graphic can highlight the brand and enhance the credibility of product quality. Many shopping bags and cigarette packaging designs use this packaged graphical representation.

5, product set off

The so-called contrast is to highlight the opposite of things, so as to make the product image more vivid, strong and outstanding.

6. How to use the product

In general, consumers do not know much about the features of new products. This requires the use of human methods to explain in various ways. But the best way is to work hard in packaging, using packaging graphics to express the use of the product; to increase the persuasiveness of the product, which aroused consumer interest. For example, instant noodles are printed with photos of the brewing process or methods of use, so that consumers can understand the characteristics of the product in advance.

In packaging design, the packaging graphics can not be isolated alone, but should work closely with the overall layout, so that the overall visual design tends to perfect, thus establishing a unique style.

Third, the design of export packaging

Should be based on the preferences and taboos of countries in the world, choose the appropriate packaging graphics.

In the case of export packaging, because the package graphics violated the taboos of the importing country, the imported goods were detained by the local customs or cases of rejection by local consumers occurred from time to time. Therefore, it is very important to understand the taboos of the importing countries' packaging graphics in the packaging design of export products.

Different countries have different preferences and taboos on packaging graphics: Islamic countries have disabled pigs, hexagonal stars, crosses, female human bodies, and thumbs-up thumbs-ups as packaging graphics, like pentagrams and crescent-shaped graphics; Japanese believe that lotuses Unlucky, foxish and greedy, and the 16-petal chrysanthemum graphic used on the Japanese Royal Crest is also not suitable for packaging. They like the shape of circles and cherry blossoms; Brits likened goats to men who were not serious, considering the males as The elephants are useless and unpleasant. They are unpleasant and can't be used as packaging graphics. They like shields and oaks. Singapore is famous for its country of the Lion City and likes lion graphics. The dog graphics are Thailand and Afghanistan. Islamic countries in North Africa are taboo; French people consider walnuts to be unlucky, and the spades graphic is a symbol of funerals; Nicaragua and Koreans think triangles are unlucky, and these cannot be used as packaging graphics; some people in Hong Kong regard chicken as a prostitute, Therefore, it is not suitable for bedding package graphics.