Packaging design has occupied a very important part in brand image design. It is not only a continuation of the unity of brand image, but also the most direct carrier of brand promotion and communication, and has a direct relationship with consumer groups. Therefore, a good brand packaging can not only enhance the brand reputation and popularity, but also create better commercial benefits in the market. But how to operate the packaging design?
Taking a commercial project as an example, I am used to summarizing the design process of a package into eight parts: design input, investigation and research, concept research and development, design and production, sample production, scheme statement, feedback modification and confirmation, and mass production.
1: design input
Before each packaging design project begins, the design company will have a design input form or demand questionnaire, with the purpose of sorting out the customer's needs more clearly, knowing the customer's information in detail and communicating more effectively and directly in the early stage.
2. Investigation and study
Investigation and research are essential in the design process. In-depth investigation and study will broaden our horizons and consider it more comprehensively.
Brand research: fully understand the status quo of the brand, including its position in the industry, and study the original packaging. Study the brand history, purpose, concept and brand identification standards that need to be followed.
Competitor survey: analyze the characteristics of competitors, understand the products and their value orientation, so as to reasonably formulate design strategies that surpass competitors.
Media research: when the project media conducts research, the research scope only needs to be carried out in similar projects. It should be noted that the research scope should not only stay in a certain industry, but also be extended to similar projects in other industries.
Brainstorm: Brainstorm, brainstorm. Through continuous divergence and convergence, the thinking model is established and keywords are extracted. Use a four-dimensional map with keywords to search for wildcards, and then merge ideas.
On-the-spot investigation: On-the-spot investigation, to understand the display mode and display mode of goods, and to rethink the structure, opening mode, materials and technology of packaging.
3. Conceptual research and development
Conceptual development can clearly describe the whole design idea with the help of sketches. The process of sketching will avoid some related problems, such as bad ideas, vague structural dimensions, incomplete creative patterns and so on.
4. Design and production
Design and production is not printing production, but computer drawing to realize creativity and theme design. First, determine the project structure. Packaging design requires designers to master AI, PS, CDR, hand-drawn board and other related drawing software and tools.
5. Model making
After the design and production are completed, we usually use the related 3D drawing software such as rhino, 3Dmax, C4D, proe to make the packaging design more stereoscopic and realistic. Or you can also present the actual effect in the form of proofing in the printing plant.
6. Introduction to the proposal
Proposal presentation is to systematically and comprehensively show and explain the scheme and creativity to the demander with ppt.
7. Customer feedback, modification and confirmation
Of course, not every designer suggests modification, but it does exist. In addition to the subjective wishes of some demanders, in my opinion, the problem of modification depends on whether there is effective communication between the two parties and whether the design scheme is comprehensive ... Then how to effectively avoid modification requires us to comprehensively understand, analyze and formulate a perfect packaging design strategy from the customer's point of view. As the last link in the design process, this step is also the final confirmation of the packaging scheme.
8. Pre-press treatment and mass production
The last and most critical step of packaging design is prepress and mass production. Before this, it is necessary to confirm whether the pattern, color, technology and material display meet the ideal requirements of the design documents through proofing, so the packaging designer must have a detailed understanding of the printing materials, technology and process.
The above contents are provided by Zhonghui Design, a professional packaging design company, hoping to help everyone.