Packaging design is a category of brand communication
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.
