20
2017
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12
Packaging design is a category of brand communication
Author:
Packaging design is a category of brand communication; it should possess unique visual characteristics of the brand. The layout style of the back of the packaging must clearly display the visual characteristics consistent with the overall design style of the packaging, showcasing its unique personality. This unique personality can engage consumer attention and recognition, enhancing the brand's promotional efforts. The use of graphics, colors, and text in product packaging should be based on product category positioning, such as the difference between men's and women's products. The packaging style for men's products often features low lightness and low saturation colors, hard-edged graphic blocks, and text using fonts such as boldface and novelty typefaces. Women's product packaging, on the other hand, features bright and vibrant colors, soft lines in graphics, and fonts such as thin black, Song typeface, and thin round typefaces. The packaging styles of different industries also vary. For example, the packaging of technology products is characterized by a steady, simple visual style that is consistent with the corporate visual identity (VIS). The packaging of food products features a lively style, bright colors, and text and graphics with a strong decorative sense.
Packaging design is a category of brand communication, and packaging design should have unique image characteristics of the brand. The layout style of the back design of the packaging must be able to show the picture characteristics that are unified with the overall design style of the packaging design, and show its unique personality characteristics. Unique personality characteristics can mobilize consumers' attention and awareness, and enhance the brand's promotional efforts.
The use of product packaging graphics, colors, and text should be based on the product's classification and positioning, such as the difference between male and female products. The packaging style of male products mostly uses low lightness and low purity in color, with hard graphic blocks, and often uses black and bold fonts.
The packaging of female products is bright and vibrant, with mostly soft lines and graphics, and the text uses thin black, Song, and thin round fonts. The packaging style of different industry categories is also different. For example, the packaging of technology products has a stable and simple style, which is consistent with the corporate visual identity (VIS); the packaging of food products has a lively style, bright colors, and text graphics with a strong sense of decoration.
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