Section 1 Design Project
When designing packaging containers, we should first treat the design topic rigorously and clarify the goals and directions of the design topic. After receiving the design task, we cannot simply pursue the beauty of the design form based on the designer's personal preferences, but first listen carefully to the customer's opinions and requirements, communicate with the customer, and clarify our design purpose. The factors that need to be understood are as follows:
1. Understand the characteristics of the product in detail
It is necessary to understand the characteristics of the product in detail, including weight, volume, shape, efficacy, color, transparency, chemical properties, strength, price, taboos and historical background. Then investigate and understand the product industry, analyze and summarize the advantages and disadvantages of the customer's products, and find out the appeal points and breakthroughs of the design.
2. Understand the consumer groups targeted by the product
Understand the consumer groups targeted by the product, and basically frame the appeal characteristics of the packaging. Due to the different actual situations of consumers, the packaging must be targeted. However, the information provided by the customer cannot be blindly copied completely, and it needs to be analyzed again in detail in future market research.
3. Understand the sales method of the product
The circulation of goods must be achieved through a certain sales method. Different sales methods have a huge impact on packaging. For example, supermarkets that select goods by themselves, mail-order sales companies, gift shops, high-end shopping malls, discount markets, mass shopping malls, etc., have different requirements for packaging functions and cost consumption due to different sales venues and sales methods.
4. Understand the relevant expenses of product operation
The relevant expenses of product operation include the selling price of the product, the production cost of packaging, the investment budget of advertising, etc. The amount of relevant expenses directly affects the budget of packaging design. It is the ideal of every customer and designer to obtain the maximum profit margin with the least investment. The future packaging structure, shape, materials and processes and other factors must be planned according to the budget.
5. Understand customer requirements
Customers have different understandings and purposes of packaging and hope to get advice and help from designers. Some customers are very clear about their needs and goals and can put forward their own opinions and requirements. Some customers are vague about design requirements. Designers need to help customers eliminate interference information and understand their needs; some customers hope to improve the entire brand image and establish a long-term goal; some customers just hope to get a beautiful and practical packaging solution. Therefore, it is necessary to understand the needs of customers and determine their own design direction according to their needs.
6. Understand the company information of customers
Packaging design must reflect corporate culture and identification elements. Designers should understand the packaging style and craftsmanship of similar products under the company, understand the company's main competitive goals and expected purposes, understand the company's historical background and related characteristics, etc.
VII. Signing a design contract
The client should be required to sign a design contract with himself, that is, the "Product Packaging Design Commissioning Task Book", which must indicate the product information, overall planning framework, design goals and prospects, competitor information, design date requirements, responsibilities and obligations of both parties, and related taboos. After completing these tasks, do research on the subject to avoid rash and ineffective design activities and disputes over responsibilities and obligations (Table 7-1).
VIII. Determine remuneration
The remuneration varies depending on the workload, difficulty, depth of cooperation, size of the client company, size of the design company, and designers of the specific design, and can also be determined by referring to other design projects.
When calculating the specific value of the remuneration, the cost can be determined for each design stage, or it can be calculated in units of hours or days. The provisions on remuneration may include payment schedules and estimates of expenses (including presentation document materials, scanning and printing costs, design submissions, picture provision, product models, travel expenses, and other miscellaneous expenses). In the initial remuneration negotiation stage, it is also necessary to determine the payment method, design ownership and other related matters.
Finally, a certain amount of start-up money is required to facilitate the design work. The start-up money is generally 30%~40% of the total design remuneration. When charging fees, you can refer to the "reducing fee method", that is, the amount of fees charged at each design stage is reduced successively. Reducing fees are in line with consumer psychology requirements, can meet the customer's payment psychology, facilitate design operations, and facilitate the collection of the final payment.
Section 2 Planning Stage.
1. Market Research
The information provided by the customer often cannot support the operation of the entire design project, so market research becomes the responsibility of the designer. Design needs to be tailored according to market demand, rather than treating the design task behind closed doors based on personal ideas. In order to provide rich and detailed first-hand information for design work, market research must be conducted before design. Market competition is fierce, and unreasonable packaging will soon be eliminated from the market, so we should be honest and seriously investigate and analyze the unknown parts of the design task, and never carry out the design task blindly and rashly with luck.
Market research is a key stage of the entire design, which affects the direction of design. It must be based on clear object goals, through a large amount of actual information and data collection, and scientific and objective analysis and induction to determine the design policy and content.
1. The market potential of the product should be investigated to obtain the market demand direction
From the perspective of marketing concepts, designers should identify the target consumer groups of the product based on the needs of the market, so as to determine the specific packaging design plan, and predict the number, scale, consumption frequency and aesthetic views of the potential consumer groups of the product, and understand the popular status and trend of the product packaging. The specific operation can be completed by asking sales agents, front-line sales staff, consumers for their opinions, etc.
2. Conduct a careful investigation and research on similar products (especially competing brands).
The mall is like a battlefield, knowing yourself and the enemy is the key to winning. Designers should carefully record the material composition, functional characteristics, styling characteristics, structural characteristics, design style, sales situation, etc. of similar product packaging. Compare their advantages and disadvantages, analyze calmly, and strive to find the "design commonality" shared by this type of product packaging. The blank area of the design may be a breakthrough point or a minefield, which requires careful analysis. The designer's personality must be brought into play in the commonality of packaging design, so that the designed packaging can be invincible .
3. Carefully study the old packaging of the product.
If it is an improved packaging design, the old packaging of the product must be carefully studied. Not only should the factors that make it not meet the needs of the market be analyzed to avoid the same mistakes in the new design, but also the bright spots in the old design should be continued in the new design to retain the old market influence and consumer groups as much as possible. This can be achieved through a comprehensive analysis of the packaging of the same type of goods.
4. Conducting surveys on consumer groups is the core of market research.
Faced with rich material life, consumers are very rational and calm, and they pay more attention to the humanization of design. If designers blindly design works based on personal intentions without considering the needs and feelings of consumers, they can only end up with "highbrow and few people", and it is difficult to achieve the expected market effect. The survey can focus on the age, gender, living habits, hobbies, customs, social class, cultural level, consumption ability, purchase frequency, purchase motivation and other aspects of the consumer group.
5. Pay attention to market trends and social aesthetic trends to understand the opportunities and fit points in the entire market and use them to achieve the purpose of promoting sales.
For example: during the period when the goods are put on the market, are there any major social activities that can create momentum for their products; for example, predict whether the current social aesthetic trend will change and in which direction it may change. Having a certain degree of foresight of aesthetic trends is a skill that an excellent designer should have.
6. Design feasibility analysis.
In addition to summarizing and analyzing market research information, it is also necessary to understand the existing production technology conditions, production materials, printing processes, protection technologies, auxiliary components, etc. Determine the basic method of packaging container design to avoid being out of touch with actual production. It will be related to the direction of packaging container design, equipment investment, material selection, process technology management, etc.
2. Design positioning
The design positioning of packaging containers is a strategic plan formulated according to product characteristics, marketing planning goals and market conditions to convey a clear sales concept to consumers. Designers should comprehensively analyze the data obtained from market research and combine various information about the products to carry out overall design positioning, which is crucial for future design directions. The design positioning law began in the 1970s and is to concretize the divergent thinking in creativity. The accuracy of positioning is very important because each of the following designs will be carried out based on positioning. According to the design process, the positioning work can be completed in three steps, namely brand positioning, product positioning and consumer positioning.
1. Brand positioning.
Brand positioning, that is, "who am I". Modern enterprises attach great importance to brand building, and the image of the enterprise must be coordinated with the corporate culture. Before designing, designers must carefully analyze the important elements in corporate image planning. For example, the trademark, standard color, standard text, auxiliary graphics, combination method, mascot image and corporate name stipulated in the corporate image planning. Designers can start from the elements of visual communication:
(1) Highlight the brand's trademark. The trademark is the most important image representative of the brand. A well-designed trademark is itself a work of art and the main visual element to attract consumers. For example, the trademarks of Adidas and Nike have helped the two companies become well-known brands known to the world.
(2) Highlight the brand's color. When positioning the brand, one or several colors can be selected as the main color of the brand to give consumers a strong and stable visual impression. For example, the red and white combination of Coca-Cola and the blue tone of Pepsi-Cola have left a deep impression on people.
(3) Highlight the brand's text. The brand's text is the main factor in conveying information. It has strong decorative and readability. It is the main visual focus when observed at close range and can become a representative element of the brand, such as the "M" letter image of McDonald's.
(4) Highlight the brand's graphics. Graphics can make consumers have certain associations with the product, thereby determining the brand's image. Moreover, graphics have no national boundaries and are more conducive to the brand's communication. For example, the cowboy image of Marlboro cigarettes.
(5) Highlight the composition or shape of the brand packaging. The composition or shape of the packaging can make the brand image deeply rooted in people's hearts and convey the brand information more comprehensively and three-dimensionally. For example, the geometric shape of the Chanel series perfume packaging container.
2. Product positioning.
Product positioning, that is, "what is it". The specific image of a product is represented by its packaging. Whether the packaging image is consistent with the characteristics of the product depends on whether the product information is reasonably conveyed. Specifically, it is divided into the following categories:
(1) Product category positioning. It mainly reflects the characteristics of different categories of products and introduces the attributes of the products. There are often different varieties and types of similar products.
(2) Product origin positioning. Because the origin of the raw materials or processing of the products is different, the quality or reputation of the products will be different.
(3) Product feature positioning. It mainly refers to comparing with competitors, highlighting its own advantages and characteristics, and having a direct and effective attraction to target consumers.
(4) Product function positioning. It mainly shows the unique functions or effects of the product to the target consumers.
(5) Product grade positioning. According to the different product grade positioning, it is generally divided into three grades: high-end, mid-range and low-end. The refinement of the grades of similar products can expand the sales of products.
(6) Product marketing positioning. According to the marketing positioning of the product, it can be designed into serial packaging, gift packaging, set packaging, traditional packaging and single packaging, etc.
3. Consumer positioning
Consumer positioning, that is, "who to sell to". As long as the consumer sees the packaging and thinks that this product is specially made for him, then the packaging design is successful. Only by fully understanding the consumption characteristics of consumers can we determine the design positioning in a targeted manner.
(1) Consumer physiological positioning. According to the physiological differences of consumers such as gender and age, design different styles of packaging design forms.
(2) Consumer regional positioning. Design in a targeted manner according to the differences between urban and rural areas of consumers, living environment, ethnic customs, etc.
(3) Consumer class positioning. Design in a targeted manner according to the different cultural accomplishments, social status, economic income, purchase frequency, religious beliefs, psychological needs and family structure of consumers.
(4) Consumer psychological factors. Using consumer psychological factors to design is an important sales breakthrough. Thinking from the perspective of different consumers can understand the characteristics of consumer needs, and then design in a targeted manner to achieve twice the result with half the effort.
3. Creative conception
Creative conception is to summarize the data obtained from market research, combine customer requirements and corporate marketing strategies, and determine the product packaging design strategy as a guiding principle for later creative conception. In specific operations, the elements obtained from the analysis must be listed one by one as a reference for design creative conception. For design work, the more detailed, accurate and specific the data is summarized, the more efficient the design work will be.
Creative conception is carried out on the basis of sufficient data preparation, which fully reflects the personality and wisdom of the designer. Creative conception is the soul of design. In design creation, we cannot be superstitious about fixed conception methods and conception procedures. Creative conception is mostly from immaturity to maturity, or even from accidental inspiration. In this process, there will definitely be some repeated denials and affirmations, which are all normal phenomena.
The core of creative conception lies in considering design focus, design form, design technique and design angle. Among them, the design focus is to compare the relevant data of the three aspects of goods, sales and consumption, and then determine the focus of packaging design. The design technique is to examine from the overall design height, and choose the external performance or internal level of the goods for design. The design form is a specific design language, that is, the visual communication part. The design angle is the deepening after determining the form of expression, that is, after finding the main target, there must be a specific breakthrough. The four links of conception are important bases in the process of packaging creative strategy. Errors in any link will affect the entire design process.
Section 3 Design Stage.
1. Sketch Stage
Sketch is the materialization of the conception stage, a step forward from abstract thinking to concrete graphic thinking, and a design goal established after a full analysis of all the data. Sketching plays a role of expression and recording in the process of design deliberation and arrangement. Sketches are generally divided into three levels from shallow to deep, namely, record sketches, thinking sketches, and concept sketches.
1. Record sketch.
Record sketches are emotional, random, and passionate. They are the most primitive expression of the designer's potential thinking. Although scattered and inaccurate record sketches are somewhat messy and seem a bit unrealistic, it is very important to accurately record the spark of inspiration. Every seemingly scattered record contains deep possibilities.
These original prototypes of ideas can help designers open up ideas and derive higher-level solutions. They are the primary stage of sketches. People's inspiration is fleeting, and recording sketches require fast drawing speed, without considering too many details. Often, some partial enlarged pictures will be added impromptu to record the flashes of design thinking, which are used to accumulate inspiration and broaden ideas. It can be said that "quantity is not quality".
2. Thinking sketch.
Thinking sketch is the sublimation of recording sketch. The most vital and development potential sketches are selected from the recording sketches. It is necessary to draw multiple small sketches of the deliberation process, gradually increase the detailed thinking, and express the design ideas, following the principle from the whole to the part, and then to the whole. Thinking sketch is the intermediate stage of sketching, which is the crystallization of the designer's wisdom and aesthetics. It requires solid painting skills and rich design experience as support. The size of thinking sketch should not be too large, because small-sized drawings are easy to draw and can easily grasp the key points of the shape. Generally, the best perspective point of the packaging container is selected for it. It is easy and casual, informal, and quickly, concisely, and generally expresses the basic characteristics and information of the packaging container .
3. Concept sketch.
When the thinking sketch reaches saturation, the best solutions are selected based on actual process technology and economic principles, and the excellent solutions are improved and deepened more clearly. The concept sketch is the final stage of the sketch, an extension of the designer's wisdom, and a work after several refinements and summaries. The drawing is relatively detailed and fine, and can be carried out from multiple angles for the shape and structure of the packaging container. It can be colored appropriately according to the specific situation. Although the concept sketch can be used to communicate with other members of the design team, it is not the final effect and is still in the process of trial and exploration. Therefore, freehand drawing should be used as much as possible, and there is no need to force neatness and perfection. The final concept sketch of the design plan needs 3 to 5 sheets for selection according to different requirements.
2. Rendering Drawing
The rendering is a means of comprehensive design expression of the shape, color, material and other modeling features of the future product packaging container to be developed based on the concept sketch, with perspective as the framework, and using various expression techniques. The rendering needs to be a visual drawing that truly, accurately and clearly expresses the design features of the product packaging container for customer review. The rendering requires a comprehensive drawing of the color, text, graphics, composition, shape, texture, sense of space, etc. of the packaging container, and uses aesthetic principles and artistic techniques for overall planning and processing, effectively highlighting the product characteristics, improving the quality and visual effects of the picture, and is more intuitive and specific than engineering drawings, which can make people understand the characteristics and conditions of the design object at a glance.
3. Improve the design
After the customer's preliminary review of the packaging container rendering, listen to the modification opinions and requirements, and make targeted improvements and redesigns to the preliminary design. The purpose of improving and perfecting the design is to make the product sell well and achieve the expected economic benefits. When the preliminary design is improved and finalized, draw the final rendering of the packaging container. The final rendering can appropriately draw the background and frame it.
4. Drawing of product drawings
Carton packaging needs to draw a packaging expansion diagram. The expansion diagram needs to meet the requirements of printing. Generally speaking, a resolution of more than 300dpi is required to print exquisite and soft continuous tones. It should be set strictly according to the actual size, and try to use lossless format for storage, such as TIF format. When storing, the color needs to be converted into a CMYK color mode suitable for printing. If the design draft has a background color or image reaching the border, the edge line of the color block and the picture must be extended to about 3mm beyond the cutting line to avoid the printed piece from being cut by mistake during cutting, commonly known as "bleeding". Before printing, it is also necessary to set the registration line, which is placed at the four corners of the expansion diagram in a cross or T-shape, mainly for the accuracy of overprinting.
Because it is related to large-scale printing production, the production of packaging expansion diagrams needs to be very rigorous, and there can be no fluke mentality. Generally, it must be carefully checked according to the "three-person proofreading method" to avoid errors.
Before the rigid packaging container design is put into production, an engineering drawing (also known as product drawing) should be drawn for processing and manufacturing. Packaging container drawing is a special language to express design intentions. It is a design drawing drawn according to the principle of projection drawing (i.e. formal drawing, for review and trial production of packaging container samples). The engineering drawing of packaging container modeling requires at least "three views" (i.e. three projection surfaces of horizontal, side and top view). The view of the main projection surface, also known as the main view or horizontal view, is the main figure to express the modeling. The side view can be a left view or a right view, mainly indicating the modeling attitude and other structures, accessories, etc. The top view mainly expresses the image of the container modeling from top to bottom, also known as the top view. For complex parts, separate drawing and annotation are required. Complex models even require five views including the front view, left view, right view, top view and top view of the container.
The engineering drawing of packaging container modeling should specifically draw the detailed structural relationship, and the drawing should be completed in accordance with national standards. Generally, it is drawn at a ratio of 1:1. If it needs to be enlarged, it should be at a ratio of 1:2 or 1:3. The height, length, width, thickness, arc, angle and other values of each part must be accurately marked.
5. Prepare the design specification
The design specification is a document that summarizes the design project after the design is completed, reflects the design ideas, records the design process, reflects the design results, and guides the implementation of the design plan. The design specification is a document that summarizes the design project after the design is completed, reflects the design ideas, records the design process, reflects the design results, and guides the implementation of the design plan.
The content of the design specification generally includes the cover (project name, design unit and designer name, time) and the inner page content (design project research report, design copy, graphic materials of the design process, drawings of the formal design plan, model photos, implementation instructions, etc., as well as related supporting attachments).
Section 4 Production Stage.
After the design project is finally approved by the customer, all the required electronic files will be produced according to the results of the approval, and the work will be handed over to professional production personnel and finally the batch packaging products will be completed. The final task of the designer is to participate in the first production test, that is, the designer will meet with the packaging production personnel at the production site and review the various specifications of the production work, and finally the design project will be declared over.
1. Production Checklist.
In the process of preparing materials for the production of packaging parts, the following materials should be provided: electronic files of mechanical manufacturing, all font formats or font library originals, color proofs, color specifications, all image files that meet the requirements, special instructions for printing layers, specific requirements for special technologies such as high-gloss coatings and UV matte coatings, requirements for die-cutting or window openings, and specific requirements for relevant special decorative processes.
2. Information Feedback.
After the design is completed, see the packaging parts being produced, reflect on the entire design process, whether there are any unnecessary omissions, whether there are any parts of the design products that need to be improved, and whether your own design thinking has been improved. The key points of the design process are as follows: draw a picture of each strategic goal based on market research; understand the long-term strategic goals of the product or brand; arrange the time of design operations reasonably, ask various relevant questions, and eliminate fixed thinking; analyze the various characteristics of the product and product category; refer to the opinions of all key personnel; carry out design work step by step; maintain the layering of the packaging display surface; consider design plans that embody the spirit of environmental protection; always design from the perspective of the consumer; evaluate various design plans in the actual sales environment; leave a foreshadowing for the mass production of the design project; be able to position, explain and interpret the entire design, and provide a set of reasonable logical basis; submit a perfect design model.
1. Description of learning task project:
(1) Assign tasks.
Task objectives:
1. Create a virtual design task and conduct market research for this task type. Analyze and summarize the basic information of the materials, processes, shapes, labels, outer packaging, display, and use of packaging containers in this field. Focus on the shape and obtain the basic commonalities of this type of packaging shape.
2. Position the design for the virtual task and make a sketch. Draw the renderings and engineering drawings after group discussion. Finally, complete a 1:1 packaging container model.
Task requirements: The source of information must be authentic and reliable, and the brand investigated must be representative. The positioning analysis must be accurate, and the renderings and engineering drawings must meet the process requirements. The packaging container model is made with precision and can represent the actual packaging produced in mass production in the future.
(2) Evaluation criteria.
All design processes are in place, the designed works meet social needs, meet the actual situation in the virtual task field, and have a high aesthetic and forward-looking.
2. Homework.
Collect pictures of packaging containers from different periods, conduct virtual analysis, experience the differences in craftsmanship, shapes, and materials used in different periods, and correctly understand the thinking updates in the design field.