The Value Orientation of Packaging Design

As a method of creating value-added goods, packaging design has been pursued by most corporate operators and packaging designers. "Packaging is often more important than the product contained in it," and this statement reveals a new meaning in the added value orientation of modern packaging. The historical evolution of packaging and the development of civilization tell us that the development of packaging from the static storage of ancient times to the circulation media of modern times has become a powerful weapon for sales competition in the contemporary market and the fourth asset of enterprises. Its functional changes reflect that modern packaging has The dual functional properties of the material and the spirit, the added value of the packaging is increasing, and the added value of the cultural spirit function is improving. The function meaning has new content. This is the inevitable result of the development of science and information technology and the development of products, sales, and consumption.

From the perspective of product terminal-consumer, people's consumer demand can be broadly divided into three levels. The first category mainly deals with basic issues such as clothing and food and meets people's survival needs; the second level is the pursuit of commonality, that is, popularity, imitation, and satisfaction. Safety and social needs, these two levels of consumption are mainly mass production of necessities and real supplies, with "material" to meet and low value-added goods. The third level is the pursuit of personality, requiring small quantities and varieties to meet the different consumer needs of different consumers. The first two levels solve the problem that people have. The third level satisfies people’s desire to have no one. People’s desire to be excellent, and the satisfaction of this kind of “knowledge” will inevitably produce high value-added commodities. Since the 1980s, many countries have stepped into the design era. The advent of the design era means that the world economy is developing from a "material economy" to a "knowledge economy." In a sense, the design era means an era of added value.

Nowadays, a phenomenon that deserves attention is due to the development of science and technology and the advent of the information age. The gap between the various manufacturers' production of material products is getting smaller and smaller, and consumers are increasingly demanding products that meet their unique conditions. . This requires sales packaging design as a tool to create differences that do not exist, so that consumers can get some kind of psychological and emotional satisfaction through the uniqueness of commodity sales packaging, thus affecting consumer purchase and use of products. Such as the cosmetics market, such a fierce brand competition, making more and more types of products, how functional differences between products? People are not necessarily clear, but smart business people know: Packaging can turn dry chemical products into panacea. In fact, the ladies did not buy the cosmetics themselves, but they were confident, heroic, youthful, beautiful and fashionable. The quickly established brand, exquisite packaging design is to make the goods full of young, youthful, robust, elegant, plump, neat, power and all you can give it, you can make the goods vivid through packaging. Design can enable you to satisfy the customer's psychological, spiritual, and cultural needs, thereby promoting sales. This is not deception. It is the extra value given by the packaging design to the goods. Another example is washing powder, of course, can also be wrapped in a transparent plastic bag, but the packaging design can make the washing powder has the same washing effect as a mountain spring. In this way, people will be more satisfied after they buy it.

The added value of the material function of the packaging design still has important practical significance, which is mainly reflected in the value engineering of the packaging design. It seeks the best matching between the function and the cost, and achieves the largest possible cost. The economic and social benefits. It can be said that value engineering is a design method. In the packaging of the target requirements, market requirements, sales requirements, material requirements, the rational selection of the structure and its elements and product life cycle cooperation, to form a combination of the best ratio and system optimization, so as not to cause waste of resources, increase Enterprise invalid investment. As the saying goes, "Good steel is on the edge." This is the reason. If the effective cycle of a food product is one year, then the functional protection technology and the selection of the packaging material technology for the packaging should be corresponding to their life spans, so as to avoid over-packaging or over-weak packaging in order to obtain the best comprehensive benefits. And win the market. Designers must have the sensitivity to the economy and comprehensive knowledge literacy to analyze the value of packaging design to ensure that the company's products obtain the greatest effect with the minimum investment, increase the added value of products, and thus are welcomed by enterprises and consumers.