What are the design elements of the packaging?

The purpose of exploring the competitive environment is to use differentiated strategies among similar products to promote brands and products, and to give consumers reasons to choose this product.

Before starting the design, we must first understand what kind of market this product can enter, and then conduct research in the retail market, and ask the question from the perspective of the brand owner: Who am I (brand)? Can I represent something tangible? Can I be trusted by consumers? What makes me different? Can I stand out from the crowd of competitors? Why do consumers choose to buy me? What is the greatest benefit or advantage I can bring to the consumer? How can I create an emotional connection with consumers? What hinting methods can I use?

The organization of information is a key element of positive design. Broadly speaking, the information hierarchy can be divided into the following levels: brand, product, variety, interest. When designing the front of the package, analyze the product information you want to convey and rank it in order of importance. Establishing an orderly and consistent information hierarchy can help consumers quickly find what they want among many products, so as to achieve a satisfactory consumption experience. Saving consumers shopping time for product selection should always be a top priority for designers.

Less is more, this is the wisdom of communication. Language expressions and visual effects should be kept concise, and the main visual cues on the packaging should be understood and accepted by ordinary consumers. Successful packaging design is like dancing with shackles. While enjoying a certain freedom, it is also restricted by certain rules. If the information on the front of the package should not be too much, it is necessary to delete redundant information and limit the language space of marketing publicity and description of advantages. Because in general, descriptions with more than two or three points will have the opposite effect, and too many merit descriptions will weaken the core brand information, thus causing consumers to lose interest in the product in the process of purchasing products. Keep in mind that most packages will have more information on the side, which is where shoppers look when they want to learn more about the product. Make the most of the side of the package and don’t take it lightly. If you can’t use the side of the package to display rich product information, you can also consider adding a hang tag to let consumers know more about the brand.

If Party A wants to put all information or marketing content on the front of product packaging, designers need to remind them that packaging is not the same as advertising. Designers can use a repeatable design development process to rationally refute it, test and supervise the process, and use intuitive aids to demonstrate the process and explain how the design in the process can be expanded and streamlined. of. It’s also important to get everyone’s consent before the design begins, quickly setting up three to five alternatives to establish a common language for discussing goals. Before starting the design, you should also anticipate the problems and requirements of Party A, and prepare the countermeasures in your mind in advance.

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