[China Packaging Network News] Marketing planning is of course related to design, and the relationship is still not ordinary. Any planning needs to be interpreted in terms of design. After all, the first impression that catches the eye is color. Good design style or theme can be worth a thousand words. Here, I'm not talking about this topic. I have been working for many years, discussing and handling. A lot of programs, or advertisements, or packaging, or POP, or trademark logos, etc., have gone through a lot and have a lot of sentiments. In our studio, we also have countless discussions and corrections. Good ideas are " To grind out, I would like to take this opportunity to talk about some of my own experiences and experiences from another perspective. It is not serious. It is only communication and discussion.
The starting point for design
The starting point for design
The design idea actually has a starting point. In the creation, many of our designers asked not to interfere with his design inspiration, telling as little as possible about a conceptual understanding, and letting the design work, because the design requires a space for relaxation and freedom. There will be good works. In planning the industry, many colleagues are doing exactly the same, but is this successful?
I do not think so, of course, this kind of play is necessary, I advocating professionals to do professional things, but this state can only be in the beginning, its starting point or return to the design of the product itself, so the planning idea is to occupy a dominant Status. Why do you say this way? Because our market is immature and this immature is still a long time, our carrier of any display is in line with this market demand. This is why local companies will always coexist with foreign companies.
For example: We have helped a company design a product packaging, explain that this is a local company, the product is intended to create an international brand, the product is a cosmetic material on the technology. The design considers white as the main color, and uses the small logo to reflect the product's technological quality through the way of leaving blank. In this regard, we will discuss that, with respect to the dominant white color, it is true that it can reflect the atmosphere and quality. Usually some international big brands do so, for example, Shiseido. But choosing this dominant tone requires one thing—corporate strength. Writing "Shiseido" on a white paper box will also buy it, and it will also buy peace of mind. This is the essence of brand value. However, we have to consider a factor. Regarding this local company, although it is claimed to have a foreign capital background, it cannot be realized for a while, and it is still impossible to mention brand power in China. Therefore, choosing a white-based color tone is not very good at present. .
Another main reason, I think that design is to serve for planning. This is our basic principle. Domestic companies are fundamental to the development of Mr. We must think of long lines in the market, but we have to start from short-term. Therefore, we must highlight ourselves at the terminal (storefront display), which is also the role of advertising. Packaging is the first feeling for consumers, just like a blind date, not in the middle, the first is the first impression, the establishment of a goodwill, only the possibility of purchase transactions. Consumers are less rational than we think, especially women. Therefore, the white is so light and elegant that no visual impact can be formed on the terminal. Imagine that the products are displayed in two to one rows, all of which are white. In the display of the whole store, we are in the white of the flowers. The vision is weak. For a new product, it is very important to attract consumers' attention. (We have to worry that we are not a first-line brand, and dealers will place our products in non-primary positions at any time).
Having made this clear, the starting point of our design is more clear. Between the reality and the dream, we will skillfully build a platform, pursue branding, and start from the eye-catching. Of course, this is the center of the circle. We will also Taking into account the size of the outer packaging (maximizing the color of the display), the material (influence of different materials on great printing), color association (female psychology) and other factors, this design is considered to be in the initial stage.