Modern Packaging--The Sense of the Times in the Market Connotation (II)

Breaking traditions to reflect individuality, adapting to modern people's values ​​and aesthetics

Modern people like to pursue individuality. They are pursuing strangely fresh and unconventional things to show that they are in sync with the times. In particular, imitating and worshipping heroic idols can be said to be to the extent of thinking and being drunk. During the 1984 Olympic Games. China’s women’s volleyball team has achieved brilliant achievements in “three leagues”, aroused people’s strong patriotism and national pride. Entrepreneurs have used this mentality of people to take out a long backlog of knitted vests and acrylic garments in the warehouse and printed on them. The words and designs of the "Women's Volleyball Victory Memorial" turned into a best-selling product as the psychological needs of consumers were transformed into powerful purchasing motives. The "Marlboro" cigarette packs, mostly with the images of the Pentium Horses, reflect the bold and witty spirit of the western United States. The "Governor" cigarette packs use the slogan "Do It Right," which shows that Americans are not afraid of hardships. The spirit of working forward. When people at this level are motivated by the image of the packaged goods, they will resonate with their hearts and think that they are also proud of the personality. So when they buy the packaged goods, they also get psychological. Satisfy. Since the successful launch of the manned space rocket and the Apollo mission to the moon, the astronauts have become heroic idols, and there has been a lot of packaged goods on the market for a time: the trendy girl is wearing a silver (cosmetic) space suit. Hand-stained silver nail polish, footed silver rocket shoes; children are manipulating spaceship-like strollers; even food is called "space crackers." There is a man's cosmetics called "Hero Brand", with a hero theme. The hero comes from Beethoven's "Heroes Symphony" dedicated to Napoleon, and the Napoleon's silhouette is on the package, which has caused many worshippers to snap up.

The values ​​of modern people are changing, and the aesthetics are also diversified. Modern people demand that the packaged goods are people without me, people with me new, and they are in harmony with their material and spiritual requirements.

Attracting modern consumers in the form of beauty

The unique image of the United States can strongly stimulate the visual, such as the open screen peacock, blooming flowers, the most easy to attract attention and leave an unforgettable impression. If the appearance of the product can attract people's attention and bring pleasure and beauty to the consumer, then under the same conditions, people will give priority to this product. If the packaging is mediocre, consumers will ignore them, let alone buy them. The story of “Buying a beggar and returning from the bead” said that Zheng was not acquainted with the goods; but from another point of view, why was it not because the appearance of the product had caused Zheng to dump and even preferred to decorate the beauty (packaging) rather than to be more expensive? Beads (commodities). This also reflects the impact of packaging on consumer purchasing psychology.

In order to make consumers feel attentive at the first sight, packaged goods emphasize the beauty of appearance to stimulate them to resonate. Such as the design of the bottle as a violin or table lamp; children's food packaging designed as a small house or car image. Some gift packaging, starting from a specific sales target, neither reflect the content of the product nor highlight the image of the subject, but only emphasize the information of the United States, allowing consumers to immerse themselves in the world of pure art painting. For example, in the iron cans filled with candy, printed on a group of Fangyan Zhengyan, colorful butterflies flying in the spring; on the beautiful tea can reproduce our famous ancient paintings on the Qingming River map; Hainan Island coconut sugar packaging is a coconut The shells are exquisitely decorated with beautiful patterns. There is also a tea box made of bamboo culms that is cold-pressed and glued. It is painted with flowers, birds, poetry, calligraphy and paintings, elegant style and rich national style. The above packaging can be used as a gift to present relatives and friends, but also to decorate the living room, and the festive atmosphere.

When Mud Buddha was not plated with gold, no one worshipped it. The merchandise was not dressed in a decent dress, nor would it be favored by consumers. Some products are not fully packaged with clothes, and the domestic and international merchandise sales market has only come to no avail. In 1975, at the World Expo in Paris, France, some of the wine products that China exhibited were packed in a crude manner. White wine bottles and white wines were not deliberately decorated. Even the foreign language was exempted. Everything was so simple and simple. The French wine, the British champagne, and the American whisky are all exquisitely decorated, elegant, and extraordinary. The wines exhibited by our country had no interest in packaging, and they had to cut prices for sale. The foreign business community has said to the packaging authority that it would rather be packed and it would not be very much packed in eight-point packaging.

Reflecting the sense of the times in a simple, simple and elegant image

The modern society is fiercely competitive, people are busy with work, traffic is crowded, noise is annoying, and both the visual and psychological aspects are heavily suppressed. It is hoped that they will be adjusted and balanced psychologically. As a result, the modern packaging, which is a "silent friend", opened up people's hearts. With a simple picture and a wide space, modern people's minds have a wider world. The concise graphics, simple color blocks, and regular and orderly text formatting of packaged goods also allow consumers to be open-minded and comfortable, and the information is clear at a glance, making them easy to understand, recognize, and remember. Many foreign top-selling products are very concise and expensive.

Modern packaging is not the art of painting, but a means of selling goods. It only has its own value when it adapts to the needs of consumers. Regardless of how its content changes, the overall goal is to encourage customers to buy your goods and achieve sales. Therefore, we should have a brand-new understanding of modern packaging, know ourselves and know each other better before it is more conducive to sales competition in the commodity market.

(author/He Jing)

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