Suzhou Xingda Leather Care Agent Packaging Design Application Example Continued

Third, the design presents

After some time of conception, there are three solutions presented to the manufacturers (Figures 2, 3, and 4). The colors of the three designs are different, but they both tend to be soft and elegant; they all use the same abstract graphics and are used to design the composition. Make different changes. After these three design proposals were read to the Taiwanese manufacturers in Suzhou, the main feedback they received was on the application of abstract graphic elements. They believed that domestic consumers could not fully accept abstract or conscious designs, especially. Spray product. According to the customer's opinion, after some considerations, the designer came up with another design proposal. It should be said that it is a more popular design, adding physical photos, and the color has been adjusted accordingly, using relatively bright colors (as shown in the figure. 5) This time Taiwanese businessmen are satisfied. They took the two design plans to the Shanghai Carrefour supermarket and asked the French merchants to make final determinations. The result surprised us. The French businessman finally chose one of the first three options (Figure 6) as sales to the Carrefour supermarket. Packaging, but made some adjustments in the local. For designers, of course, it was extremely happy that the initial proposal could be adopted. At the same time, it was extremely emotional. French merchants and Taiwanese manufacturers did not have the same design orientation. Why did such a difference arise? Can the design be regarded as good?

In fact, this is a difference caused by differences in cultural and aesthetic values. With the deepening of China’s opening to the outside world, after China's accession to the WTO, more foreign-owned companies, joint ventures, and foreign-funded enterprises will establish and participate in China’s market competition. Designing this industry, which is itself a service for commercial competition under the commodity economy, will also It will inevitably enter the market for more foreign businesses, which also faces opportunities and challenges for the Chinese business design community. Foreign clients and Chinese customers have differences between the East and the West in terms of cultural values, perceptions, and aesthetic interests. This is an objective situation. The difference between a French businessman and a Taiwanese businessman in terms of the same design reflects that difference. Therefore, in a specific design, sometimes it is necessary to meet different customers' tastes, especially when serving customers under different cultural environments, in addition to researching existing market conditions prior to designing and making accurate positioning accordingly. It is also important to understand the customer’s cultural background and preferences and to target it in a targeted manner. Of course, this also depends on the designer's grasp of the scale. It is also not desirable to obey and cater to the customers blindly, and it is easy to lose sight of the design and lose the individuality of the design.

Designers sometimes feel helpless, and the original design of the design may be modified beyond the customer’s opinion. It may finally satisfy the customer, but such results do not make the designer particularly happy. From the designer's point of view, not all designs that are adopted are good designs. The most ideal result of the design is to achieve three aspects of satisfaction: customer satisfaction, designer satisfaction, and consumer recognition, but in reality it is often difficult to achieve, because the designer and the customer as well as the consumer are in different positions, looking at the design The perspective is also different. This is an objective reality. Designers may be more inclined to professional aesthetics. Customers are more concerned about market acceptance. Therefore, although sometimes the design of the design is novel and unique, the customer is not satisfied because of the existing product packaging in the market. The difference is very big and consumer preferences are difficult to predict. Therefore, we must be careful. There are cultural and aesthetic differences between foreign customers and domestic customers. These are the factors that affect the final realization of the design plan.

Fourth, the design summary

Packaging design is a practical art that is very closely related to the market. Good packaging design can not only satisfy its basic functions: accepting, storing and transporting goods, but also increasing the use value and added value of goods. The quality of packaging design directly promotes or hinders the sale of goods. Packaging design is actually under the dual requirements of design individuation and marketization.

On the one hand, packaging design plays a role in highlighting the difference between commodities and competitors in the market. This depends on the individualization of design. On the other hand, the important purpose of packaging design is to promote sales, so consumers The preference for packaging design becomes an important measure of the quality of design. In view of this, packaging design must adapt to the market, that is, the marketization of packaging design. Therefore, in the pursuit of novelty and personality, packaging design must take into account consumer preferences and acceptance.

But on the other hand, designers can not cater to the market blindly, which may lose their personality or lack of new ideas. An important role of design is to guide consumer trends and even enhance the aesthetic taste of the public. The key to the success of packaging design is to grasp the criteria of personalization and marketization, create individuality in the market, and use the personality to develop the market. Packaging has a long history in China. It originated from a basic need of people's lives. However, the development of truly modern packaging design does not take a long time. The packaging design abroad has a history of more than 150 years. In comparison, we have only just started and there are still many things to learn and explore. Due to the differences in regional culture, living habits, and aesthetics, East and West have different requirements for design understanding and taste. We must not only learn some advanced and mature packaging design concepts, methods and forms in the West, but also develop packaging designs based on our own national characteristics. Only with characteristics can we have individuality and personality to gain a foothold in the market. In particular, under the trend of globalization of the world economy, China’s commodities must move toward the international market and packaging is one of the key factors.

The quality of packaging design has a direct impact on whether Chinese goods can be sold in the international market. For example, French merchants at Carrefour supermarket, encountered in the actual case analyzed in the previous analysis, have attached great importance to the packaging of goods, and are also problems that Chinese products have to face in the international market. China's packaging design should be in line with international standards. On the one hand, it must promote its own national characteristics and reflect its own personality; on the other hand, it must conform to international trends and adapt to the international market. This is a question of the nationalization and internationalization faced by China's packaging, which is fundamentally an extension of individualization and marketization.

There are many factors that affect design, among which the customer is a key component. No matter how good the design is, it cannot be implemented without the approval of the customer. However, customers often differ from designers in their positions, aesthetics, and understanding. Designers can't compromise on customer satisfaction. They should not only listen to customers' reasonable advice, but also persuade customers to accept good designs. Grasping the level and style of design is an irresistible responsibility of the designer. Designers should always take personalization and marketization as their two potential criteria when designing packaging. They should stand both in a professional perspective and in the customer's position to make the packaging design better serve the commodity economy. .

Excerpt from: Feilang carton design