Talking about "Brand Culture and Packaging Design"

What is a brand? Doing so many years of design more and more aware of the brand's profound significance in the packaging design, from the one hand, the brand is a kind of symbolizes the genuine badge, on the other hand, the brand is a product consistent guarantee, is the consumer Trust, loyalty, satisfaction, value, and other intangible assets. There is no pattern to emulate a brand, because all brands are wonderful because of creation. What is a brand? Conceptually, it is a brand of a product. It is used to identify a product or service and distinguish it from a competitor, usually by name. , logos, symbols and colors constitute the elements, and packaging as the most direct expression of product sales, he reflects the brand attributes, interests, values, culture, personality, etc., packaging design is a brand, culture-based, aesthetics, Form-based, process-oriented design disciplines. In addition to the “manufacturing of best-selling commodities”, the packaging we require must also create intangible assets—brand values.

For the customer, with the brand, the product has meaning. For the enterprise, with the brand, the company will have vitality, the product can be imitated by the competitors, but the brand is unique, the brand is the consumer to buy s things. However, establishing a strong brand is systematic and complex. The role of packaging as brand sales and brand building cannot be ignored. What should designers do? What are you focusing on? What to solve. Your selling point - inspiration, wisdom, thinking, etc. In fact, we are on an equal footing with world-class designers when it comes to simply using design elements. The same point, line, face, body, the same color, the same design rule, then why do we not reach their height? I think that there is a problem in brand recognition and positioning. We must understand the society, understand the enterprise, understand the products, understand the consumers, and make accurate design orientation. Packaging design must meet the brand image. In order to make a market-friendly design.

"I can't go to hell, who goes to hell" can use our creativity to travel around the world. The more customers trust us, the greater our responsibility. But at present, many designers have become unscrupulous and unscrupulous. It indirectly causes huge visual pollution to our living space. Who is responsible for our visual space?

The market is full of gold and silver cards, refraction, laser and other effects packaging, as if the packaging is to do the printing process, the color can not be separated from the red, rhubarb and other colors, no other things can be tapped, there are several good brand image , packaged, maybe the business would say: "We admit that the product design is not very satisfactory, but we are still very successful in the market," not to mention whether it is really "successful" or is it right? Continuing brand success. The success of marketing can bring popularity and profits to the company's products in the short term, but in the long run, it may not have a good reputation and brand effect.

Over the years, the company has been engaged in planning and design services for some companies, and believes that culture and brand must complement each other. Establishing a brand is inseparable from the excavation of culture. The brand culture is invisible in the business concept, packaging and products as the most direct carrier, play a very good role in the communication of brand culture. China has produced four major inventions: printing, compasses, gunpowder, and papermaking. These four inventions are an important symbol of China becoming an ancient country with world civilization. The wealth of cultural treasures created by our ancestors: Confucianism culture, Buddhism and Taoism culture, five thousand years of feudal culture, Chinese painting, calligraphy, I Ching, Zen studies, five elements, etc. . There are folk-cuts, clay sculptures, and woodblock New Year pictures. This is our wealth. What we want to inherit and excavate is the design and the source of design.

Modern packaging design increasingly recognizes localization. Modern brands require internationalization. Nationality is also international. This is a big concept. Localization is the recognition of local culture, not the symbol or the figure. Not only the form, not only the skill, but also the understanding of the “original source” to explore the connotation of the local culture. The famous design master reluctantly added many very Chinese things in the design, such as ink, Confucian culture, etc. Look at some signs, forms, but more thorough 5,000-year-old Chinese cultural "soul" reflected from these symbols and forms. Although speaking of packaging design, I cannot do without: product positioning, target consumption, product attributes, regional culture, material technology, visual performance, etc. However, both in theory and in practice, we should regard packaging design as a The cultural form to treat. Looking at the packaging design activity as a cultural phenomenon is not only a matter of simple satisfaction of material functions and spiritual needs, but also serves as a link between the traditional culture and its own personality for the designer. The design style, this is the essence of the design of localization; a deeper understanding of the design service brand awareness, in order to allow design to create value. We appreciate the scientific, logical and rigorous and rational design of German design, the quietness, emptiness, emptiness and extremeness of Japanese design; the elegance and romance of Italian design. These are all born from the cultural excavation and inheritance of their different ethnic groups. If we say that our success is accidental, but we must be good in the inevitable, that is to say we will be successful. “Foreign uses Chinese, ancient for present use”, to arouse the abacus of Chinese culture, to create a truly Chinese-style design fashion.

"Happiness is the best, fun is open", as a designer, that is: do a good job!

Source: PACK.CN