Sales packaging labeling and instructions (on)

In the sales package, the decoration picture and text description are usually attached, and some of them are also printed with the bar code symbol. In the design and production of the sales package, these aspects should be done together.

(1) Package decoration screen The sales package decoration screen should be beautiful, artistically attractive, and highlight the characteristics of the product. Patterns and colors should be adapted to the national customs and hobbies of the country concerned. When designing and decorating the picture, you should vote for it to facilitate the expansion of exports.

(2) Text description The sales package should have necessary text descriptions, such as trademarks, brands, product names, origins, quantities, specifications, ingredients, uses, and methods of use. The text descriptions should be closely combined with the decorating pictures and set off against each other. To supplement the purpose of publicity and promotion, the words used must be concise and clear to the customers of the sales market. If necessary, Chinese and foreign languages ​​can be used together.

When using text descriptions or labeling on sales packages, attention should also be paid to regulations on label management conditions in the countries concerned.

(3) The bar code on the bar code product package is composed of a set of parallel strips with black and white in color and with different thicknesses and intervals. This is a special code language that uses photoelectric scanning reading equipment to input data for computers. At present, many countries in the world use barcodes on commodity packaging. As long as the bar code is aligned with the photoelectric scanner, the computer can automatically identify the information of the bar code, determine the product name, type, quantity, production date, manufacturer, origin, etc., and query the unit price in the database accordingly, perform payment settlement and play. The purchase list, which effectively improves the efficiency and accuracy of settlement. At present, supermarkets in many countries use bar code technology for automatic scanning and settlement. For example, there are no bar codes on the packaging of goods. Even famous products cannot enter supermarkets and can only be used as low-end products to enter cheap stores. In addition, some countries do not import barcode labels on certain commodities, which means that they are not imported. Therefore, the promotion of the use of bar code labels on commodity packaging in China is indeed an urgent task. In order to adapt to the needs of the international market and expand exports, in December 1988, China established the “China Special Product Code Center” to promote the bar code technology and conduct unified management. In April 1994, China officially joined the International Association of Article Numbering. The country number assigned to China by this meeting is "690". Any bar code marked with "690" means that it is a Chinese-made product. With the development of the socialist market economy in our country and further reforms and opening up, the use of bar code goods, especially among them export goods, should strive to print bar codes on the packaging of goods.

Humanized packaging color design methods and positioning With the improvement of living standards, packaging has been closely related to our lives, people's demand for packaging design has become increasingly demanding and harsh, from the 80s to 90s of the last century, humanity In the diversification period, the design has become the focus of attention, and it has gradually become an irreversible trend. Not only has the humanized design been given to the packaging structure, but the color design of the packaging is no exception. The humanized design of the packaging color reflects the essential characteristics of "people-oriented". It reflects the respect, care, harmony and comfortable color vision of human nature from the color, and is more conducive to the survival and development of human beings. Successful packaging is inseparable from the color and aesthetic sense of the first, and the color attached to packaging not only plays a role in promoting sales and establishing a brand image, but also has the power to call for emotions and form an important part of the overall sense of beauty. Just as American designer: Pross said, “People always think that there are three dimensions of design: aesthetics, technology, and economy, but what’s more important is the fourth dimension: humanity.”

1 The origin of the humanized design of the packaging color

The emergence of humanistic design trends in packaging colors has social, individual original flash, and the reasons for the development of the design itself.

1) Demand for brand competition Economic and technological development has led to fierce competition in modern commerce, and the market is full of brands. Under the circumstance that the quality of products launched by various companies is comparable, and each has its own merits, the brand's competition has finally become “kung fu”, despite consumers There are doubts, but also that we can not "take the appearance of people", but can only explore the content from the packaging, and are willing to choose novel and beautiful packaging. Song Jianming’s teacher once analyzed in the color topic: “The problem solved by color design is the image problem. The main task is to solve the problem of color fashion of the product.” “Color design is like a makeup artist, changing the appearance of people is not his The task, this kind of 'hard work' may be the task of the cosmetician, but the color designer uses the 'soft power' of makeup to change its appearance, which is a low input and increase the product's high added value. The effective means of "."" Packaging color is an invisible key that opens the consumer's mind, and is the most important external feature of the product. Its role in creating low-cost, high-value-added products is astonishing and irreplaceable. One of the means of communication and attractive design means.

2) The purpose of the consumer psychology design is to meet the physiological and psychological needs of human beings. The two major needs to be the driving force of human design. The spiritual world of human beings is a vast and boundless world. The psychological and spiritual needs of human beings are rich and never-ending. The packaging color must have a novel feeling to attract the attention of customers. This is caused by the underlying internal needs of human beings.

Mozi said: “The food will always be full, then the United States, the clothes will be always warm, and then seek Li, will always be settled, and then beg for joy.” For the goods, the first is that at least people should get from the physical function of the goods Physiological needs and satisfaction, and then from the spiritual function of the product can be aesthetic, psychological care, and reflect self-esteem and achievements. As the famous French semiologist Pierre Gerlos said: “In many cases, people are not buying specific items, but are looking for symbols of trends, youth and success.”

3) Design and development of diversified needs Throughout the history of modern packaging design, we began with the promotion of color printing in the 1950s. We experienced Victoria's unrestrained packaging and vivid colors, but they were slightly light and sloppy, as well as early 20th century claims. The Art Nouveau Movement, which absorbs nutrition from nature and Oriental culture, and the modernist design movement initiated by Bauhaus after the Second World War, has the characteristics of conciseness, awakeness, opposition to decoration, emphasis on functionality, and rationality, sweeping the globe, And gradually evolved into a unified international style. Mies van der Rohe proposes that the principle of "1 iss more" is based on architectural design, but the same situation also occurs in packaging design. In this period, the packaging design is simple in composition and neutral in color. Highly functional and non-human, this style adapts to the lack of materials after World War II, the rapid development of economic needs and international commercial characteristics, and brought a huge social wealth. However, when people are in a monotonous, unadorned environment for a long time, they become bored with this overly-cool, rational style. To meet the ever-changing and ever-changing needs of consumers, some designers began to abandon the shackles of this design trend. , Explore the pursuit of decorative, changing, traditional, and humane forms of packaging color expression, postmodernism and a series of designs emphasizing decoration and humanity will come in handy, constantly stir up the appetite of consumers, consumers Welcome.

2 humanized packaging color performance characteristics

1) Functionality of the color and the functionality of the unifying packaging color are embodied in many aspects. There are color-used functions for the purpose of highlighting the specific use value of the product. For example, the red color of pharmaceutical packaging indicates nourishing fitness, and the blue color indicates anti-inflammatory retreat. Hot and green indicate pain relief, etc.; there are color image features that convey the characteristics of the product, such as spicy food with red and black as the image color, refreshing beverage with blue and green as the image color; there are different price grades and different categories in different products. The classification of goods, sub-file functions, as well as marketing functions, aesthetic functions, etc. that stimulate consumer psychology. The humanistic performance of packaging design not only satisfies the above functional requirements, but also satisfies the psychological needs of modern people in pursuit of relaxation, humor, and entertainment.

The typical case is based on the traditional brown foundation of M&M's (Mars), which has dominated the chocolate market for many years. The red, yellow and green chocolates were launched to attract the largest consumer groups. The encouraging M&M, s links joined orange beans, red beans (return), blue beans, purple beans, one for each new With a variety of colors, market sales will increase. Based on market research, Mars has found that the popularity of chocolates of different colors is 30% for brown, 20% for red and yellow, and 10% for orange and green respectively. Mars chocolate beans also strictly follow this figure. bag. The chocolate beans wearing colorful coats not only embody the aesthetic function, but also cater to the children's psychology of “playing with one play”, and thus M&M,s has received a huge return from the market.

2) The uniform and successful packaging color of color appeal and emotional needs lies in the active use of targeted appeals. Through the expression of color, the information needed to be transmitted is strengthened, and the emotional needs of consumers are communicated and coordinated so that consumers can The interest in the packaging of goods has led to its purchase. The balance between color appeal and emotional needs is often one of the reasons why consumers are willing to bag their bags because of their favorite packaging.

Coca-Cola Company is positioned as a child juice drink Q oo. It has occupied 15% of the market share of the fruit juice beverage market in 2003 with its big blue-headed cartoon “Que” in orange juice drinks with little difference in taste. The pale blue cartoon appeal and consumers need to change the psychological needs of warm orange juice packaging. Through the simple blue virtual characters, Q00 queer is not only an idol in the minds of children, but also a friend of all ages. It is fascinated.

3) The unity of the traditional color culture and the market color The traditional Chinese color is based on the humanities. The art works focus on the inner feelings that convey the charm of the spirit and admire the artistic conception of dullness and simplicity. Humanized packaging demonstrates the complementarity of local traditional colors and market colors. The reason why Hong Kong's famous designer barely succeeds is not only because he has first-rate modern design consciousness and mind, but also because he has added many localized Chinese content such as ink culture and Confucian culture to the design. With an ethereal, indifferent Eastern ink and artistic conception.

4) The unity of designer thinking and consumer psychology “design is an activity for others.” To design products that make consumers more satisfied, on the one hand designers communicate with consumers and feedback on consumer information, on the other hand, Designers themselves are also consumers. They strive to guide design thinking from the perspective of consumers' psychology and achieve the coordination of design objects and consumer objects.