Advertising trends of modern packaging and decorating

Commodity packaging and decoration and commercial advertising are all subordinate to the field of commercial marketing, but they have different attributes and management methods, so they are also divided into two different systems.
The so-called advertising of modern packaging and decorating refers to some theories that can be drawn from the development of advertisements in the development process of packaging and decorating, drawing on certain forms of expression, and at a certain stage in the process of packaging and decorating and advertising development. , In some aspects can be organically coordinated, which is an important feature of the development of modern packaging and decorating. But it does not mean that packaging and advertising can be integrated. At present, some articles list packaging as a category of advertisements. This formulation is not exact.
Below, we briefly analyze their fundamental differences:
From the basic function point of view: packaging refers to the container containing and protection of products, the basic function can be said to be a material form, with the development of market economy, and the emergence of printing, papermaking and other technologies, people give their decoration and beautification and other conscious The function of the form field forms the concept of "packaging and decorating", but its basic function is "packaging", also called "the last process of product production."
The commercial advertisement is a form of commercial propaganda from the day it appears, and the basic form and role are ideological fields.
From the operation point of view: packaging and decoration in the market circulation process does not go through too many links, the basic process is the manufacturer → commercial areas → consumers, without additional costs, packaging costs included in the product production costs. The release of modern commercial advertising must go through professional advertising business units, and some must be released through certain media units. In the process, manufacturers or merchants must pay additional advertising fees, media fees, and land use fees. The state also has to collect ads to issue special taxes.
From the perspective of management, the packaging and decoration work in China is managed by the trademark management department. Some packages are registered by the company as trademarks, and they must comply with the "Trademark Law" and related rules formulated by the state. Advertising is subject to the "Advertising Law" and related rules formulated by the country.
In summary, the two are two different systems.
But they also share some common features:
First of all, in terms of purpose: they are all designed to promote the sale of goods and promote the development of the commodity economy.
Secondly, in terms of performance means: All art processing must be performed, and the rules of commercial aesthetics must be followed.
From the very beginning, the commercial advertising industry is dedicated to promoting the advantages and characteristics of products, companies, services, etc. In particular, modern advertising has a wide range of means and covers a wide range of aspects and has accumulated rich experience in this area.
In addition to beautifying products, packaging and decorating also have some functions of advertising. However, in a long process of development, emphasis is placed on beautifying commodities, lacking a clear awareness of advertising, and the limited function of advertising.
In the 1950s, with the rapid development of the commodity economy, the competition in the commercial field became increasingly fierce. Especially in the 1970s and 1980s, with the emergence and spread of new sales methods such as supermarkets, direct sales, and franchise stores, business operators and Packers also realized that it was imperative to introduce the function and expression of advertisements to the packaging and decoration more intensively. In the mid-1970s, the famous Japanese packaging worker Ghana was exclaimed: "Packaging is an advertisement for **. "And put forward:" Packaging has a deep advertising principle. "This statement can represent a new understanding of packaging workers. The "Packaging Strategy" theory summarized at this stage also contains many packaging research results. Some new types of packaging functions that can better fulfill the spirit of packaging, with advertising awareness packaging came into being to meet the fierce market competition. In the advertising trend of packaging and decorating, due to the characteristics of the packaging itself, some of its special advantages are also exerted.
In the following, only the main forms of packaging and decoration on the market are analyzed, and sometimes several forms are also compatible in the same package:
First, in the packaging and decoration design emphasizes the concept of the brand in modern society, people's life pace is generally accelerated, product diversification, commodity market exquisite, colorful. Modern advertising emphasizes the presentation of advertising themes in a succinct and lively manner, strengthens brand awareness, strives to increase the attention rate of the audience, and the packaging and decorating reforms also follow suit. It is proposed that packaging design should be able to identify products at five times the distance from the packaging. The concept of the main information, some brand-name goods have improved the image of the license, and some will be prominent as the main graphics, in order to facilitate the company's overall product sales.
Pepsi Cola registered fonts are also the main graphics of its packaging and decoration, from its development to the Jane's evolution, but also appreciate the packaging changes. When the packaging was improved around the 1970s, advertising campaigns also cooperated to explain: "·" ("useful? instead") after "PEP" is the stoppage point of syllables, and "PEP" is the voice when aluminum cans are pulled apart. “SI” is the sound of beverage foaming. This interesting advertising campaign caters to the psychology of American youth. After improving packaging, it has caused product sales, and even surpassed “Coca-Cola” where sales have been the first. Cases can also see that the organic combination of packaging and advertising can produce good commercial results.
2. The rise of the CI movement The launch of the CI campaign, which was able to reflect the spirit of the enterprise, began in the mid-fifties, and swept the economically developed countries in the 1970s. The purpose of CI is to integrate the Corporate Concept (MI) and the Corporate Behavioral Specification (BI), and to present it in a "Visual Communication System" (VI) normatively, also called the corporate image design. Packaging and decoration and advertising are all within its scope of improvement, so that the field of packaging and decoration performance to a more in-depth development.
The United States Kodak film is the film industry's old brand name, packaging used in the West is also considered noble golden yellow, "Keda" word for the camera shutter sound, with "K" deformation of the main graphics, is the first Kodak According to its propaganda, the letters are also the meaning of the King “KING”, highlighting its authority and the style of the king.
In the 1970s, Japan’s Fuji Group, which implemented CI, was marked by a youthful greenish-green tone. In the sloping white belt, the registration word was highlighted in red, and the font was intentionally processed into a fist-like shape, full of movement, and implied. A new-born company has entered the world powerfully. From the improvement of packaging in these two cases, we can realize that packaging and decoration are not limited to beautifying products and expressing the characteristics of products, but also conveying rich information and expressing the company’s philosophy. The above two kinds of packaging are also in line with their advertising, business environment and other aspects of design style, enhance their respective market competitiveness.
Third, the use of advertisments on packaging has strengthened the organic and adverative advertising sentences of advertisements and packaging. It is the essence of modern advertising copywriting. Although it often appears as a subscript in advertisements, it has condensed the characteristics of goods and promoted them. The advantages of being sexual, interesting, smooth, easy to remember, etc. can give people a deep impression. The use of advertisements in packaging also shows an increasing trend. It can also be said that there is no increase in advertising effectiveness.
Fourth, the series of packaging to enhance the display effect of the product:
Products of the same brand are packaged using the same or the same series of graphics, texts, shapes, and colors to form a unified style. Also referred to as a “universal packaging strategy” can have a strong visual effect in the display of merchandise in the market, so that customers can produce brands or enterprises. Impressed by the fact that the actual visual impact with the advertising has a similar effect.
Fifth, the spread of packaging should be widely seen in the development of supermarkets:
The dispersive packaging is also called "aggregate packaging strategy." At present, there are mainly the following categories: packaged packages, with different combinations of related products, placed in the same package.
Commodity packaging: The sale of a certain number of products with small packages into a larger package (still for sales rather than for packaging concepts).
Improvement in the packaging: The original packaging of bulk goods in corrugated paper to make simple packaging, and now also appears to use white paper, four-color offset printing and carefully designed and decorated, in fact, the packaging will have the nature of sales packaging.
This type of Japanese drink has a strong contrast between the medium packaging and the small package of the interior, but it also uses the decorative dot pattern as the main graphic to form the unity of the small and medium packaging.
The above three kinds of packaging should also be produced in the supermarket where people have bulk shopping requirements, supermarkets do not have salespersons, so the packaging and decorating work also proposes to make packaging a “silent salesman” role, and the increase in packaging also enhances its advertising. The required visual effect.
VI. POP-type packaging widely appeared "POP" as a point-of-sale advertisement. Although it is a traditional form of advertising, it has been greatly improved in terms of regulation, emphasis and scale production in modern advertising. General POP advertisements are placed in shopping malls. Due to the limited geographical area and the advertising nature of the suspension, it is often necessary to pay for the land occupation fee. The packaging is designed to be a foldable display surface. The shopping mall can only be handled as a product display, and at the same time, it can get the “POP” publicity effect. The advantages are obvious. .
This kind of beverage packaging is a portable packaging with the display effect of a POP-type packaging.
7. Reusable packaging, multi-purpose packaging:
The packaging is designed to be used at multiple speeds or can be reused. It is also called "reuse of packaging strategy." People use the packaging to shop again or use it. Brands and company names printed on them also produce a kind of mobile advertising effect.
This “Tianjin Paradise” moon cake is the work of the well-known designer Lv Jiancheng. The large carton pack is a typical loose-packed package. The extra bag packaging is a multi-purpose package, which improves product quality and its repeated use naturally extends. The timeliness of product promotion.
Eight, test supplies packaging:
The packaging is made into a small-capacity, large-scale publicity packaging, which is filled with a small amount of products and presented at home or at the point of sale. It is also called a “bundled packaging strategy.” This is actually an extension of the gift advertising function, but It is not in the scope of advertising.
Only from the development of the above types of packaging, we can see that packaging design consciously absorbs and publicizes advertising factors, can play the role of advertising, and because of its own basic characteristics, it also has the advantage of saving expenses and facilitating management. It is really a good thing for manufacturers and market demand, so it is also one of the main features of the current development of packaging and decorating. Packaging and decoration and advertising have their own theory. From the point of view of developed countries, decoration design and advertising design are often two different groups. Especially in industries where there is a lot of changes in packaging and decoration, decoration design and product design are owned by enterprises. In one system, advertising is wholly represented by advertising agencies outside the enterprise. The research field of advertising theory is relatively wider and more complex, resulting in the formation of so-called “advertising” and the establishment of a number of branch disciplines, such as advertising psychology, Advertising aesthetics, advertising marketing, advertising design, etc. These disciplines are closely related to some aspects of the packaging and decorating theories. Intelligent packaging and decorating workers should regard them as part of their own sources of knowledge to learn from and apply packaging. The function of decorating the ideological field has been brought into greater play.

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