2019-08-28
叮咚 来自食品包装届的邮件
Mail from food packaging
现代食品包装设计的结构已不再是纯技术性和物理性的问题，在保护性和便利性之上它还有着强烈的市场营销主旨，每一种思维结构都应该有相应的消费者心理与品牌效应。
The structure of modern food packaging design is no longer a purely technical and physical problem. It has a strong marketing theme on the basis of protection and convenience. Every thinking structure should have corresponding consumer psychology and brand Effect.
一、 食品包装的品牌认知力
1. The brand awareness of food packaging
食品包装表面的商标、图案、色彩、文字组合而成的感知张力可引导消费兴趣，诱发消费者购买欲望，在潜移默化中悄声无息的影响着消费需求与购买决策，从而建立起消费者对产品的认知度，并逐渐形成了市场化的品牌认知力。
The perceived tension of the combination of trademarks, patterns, colors and texts on the surface of food packaging can guide consumer interest, induce consumers' desire to purchase, and sneak into the consumer demand and purchase decision in a subtle way, thus establishing consumer-to-product Cognition, and gradually formed a market-oriented brand awareness.
二、 食品包装的中心视觉化
2. The central visualization of food packaging
在食品包装设计中，品牌设计是包装设计的一个重要部分，品牌的视觉化设计实现包含运用标志、图形、品牌文化、文字、色彩及设计规律，通过独特的视觉语言来传达和呈现产品的信息与特征的设计。
In the design of food packaging, brand design is an important part of the packaging design. The visual design of the brand includes the use of logos, graphics, brand culture, text, and color and design rules to convey and present products through unique visual language to design of information and features.
三、 食品包装的图形符号化
3. The graphical symbolization of food packaging
以图形符号的形式进行表现更能呈现视觉的张力，并能以独特而清晰的表达方式快速、准确、直观传递信息内容，瞬间抓住消费者的视线，使其感知图形信息，引起消费者的关注，产生兴趣以至达到情感共鸣，从而使消费者较为愉悦的接受产品信息，达到树立企业品牌、促进企业销售的目的。
In the form of graphical symbols to express visual tension, and can be quickly and uniquely expressed Accurately and intuitively convey information content, instantly capture the consumer's line of sight, make it perceive graphical information, attract consumers' attention, generate interest and even achieve emotional resonance, so that consumers can more readily accept product information and achieve corporate branding. Promote the purpose of corporate sales.
四、 食品包装的广告媒体化
4. The advertising media of food packaging
以简练、独特的画面视觉语言准确传达营销信息，并在设计过程中考虑到商品包装堆砌带来的延展视觉冲击效果，注重包装与包装之间的连续性，形成明确又清晰的货架展示力，并赋予产品展示的独有性和排他性，使消费者在眼花缭乱的商品货架中，能够快速精准的认知企业产品的存在感，从而达到传递企业形象并促进商品销售的目的。
Accurately convey marketing information in a concise and unique visual language, and take into account the extended visual impact brought by the packaging of goods in the design process, pay attention to the continuity between packaging and packaging, and form a clear and clear shelf display. And the uniqueness and exclusivity of the product display, so that consumers can quickly and accurately recognize the existence of the product in the dazzling merchandise shelf, so as to achieve the purpose of transmitting the corporate image and promoting the sale of goods.
五、 食品包装的画面食欲感
5. Appetite of food packaging
成功的食欲感的食品包装设计不但能迅速的抓住消费者的眼球，还能引发“色、香、味”的心理联想效应，从而给消费者某种味觉暗示，产生对包装内食品的渴求和好奇，达到引导促进消费的目的。
The successful appetite food packaging design can not only quickly grasp the eye of the consumer, but also trigger the psychological association effect of “color, fragrance and taste”. Thus giving the consumer some taste suggestion and generating the craving for the food in the package，and curiosity, to achieve the purpose of guiding consumption.
产品的包装就成为产品与消费者之间重要的沟通桥梁，食品包装盒设计自然变成了商品生产厂家最能直接应用的有效营销手段。
The packaging of products has become an important communication bridge between products and consumers. The design of food packaging has naturally become the most effective marketing method for commodity manufacturers.
Therefore, Karmay always pays attention to the ever-changing consumer demand and food packaging design centered on product sales force, which is the key to Karmay's stand out in the fierce market competition.
由 Krystal Lam 整理归纳
部分摘自网络及公众号
