Table of Contents
I. Introduction 1
A. Background 1
B. What is package? 1
C. What is visual communication? 2
II. Six elements of visual communication in package design 2
III. Element one: text 3
A. Brand names & product names 3
B. Advertising slogans 4
C. Detailed specifications 4
D. Case study—Absolute Vodka 4
IV. Element two: images 5
A. Regular images 5
1. Trademarks………………………………………………………………………. 5
2. Signs & marks…………………………………………………………………… 6
3. Informative pictures……………………………………………………………. 6
4. Decorative illustrations………………………………………………………… 6
B. Irregular images 7
C. Case study 7
V. Element three: color 7
A. Symbolism of color 8
B. Red 9
C. Green 10
D. Blue 10
E. Other colors 11
VI. Element four: package material 11
A. Transparent materials 11
B. Non-transparent materials 12
VII. Element five: shape or structure 13
VIII. Element six: culture 14
A. Religions 14
B. Numbers 15
C. Graphic preferences 15
D. Color 16
IX. Consumer psychology 17
A. Consumer behavior 17
B. Consumer needs classification 17
1. Freshness………………………………………………………………………… 17
2. Beauty…………………………………………………………………………… 18
3. Interest…………………………………………………………………………… 18
4. Practicality………………………………………………………………………. 19
5. Vanity……………………………………………………………………………. 19
Bibliography 21
Package Talks—Visual Communication between Goods And Potential Customers
摘要
包装设计是产品通过包装实现促销的重要媒介，是凌驾于包装实用功能之上的增值功能。创新独特的设计宛如产品的口舌，使产品具有说话能力，与潜在客户进行视觉沟通，说服顾客购买。包装设计主要包括文字、图案、颜色、材料、形状结构设计和文化共鸣六个部分。巧妙地运用六大元素，包装以 “无声推销员”的身份吸引、劝诱潜在顾客，最终达成共识。一方面，这为商家节省了聘用推销员的巨额人力成本；另一方面，避免了消费者反感的硬性推销，更易得到消费者的青睐。
本文通过数据、图文和案例分析，探究包装设计如何借助六大元素实现产品与潜在顾客间的视觉沟通。结果显示，虽然表达形式不同，但视觉沟通和口头交谈有着异曲同工之妙。视觉沟通的媒介是视觉符号，而非言语唇舌。所谓视觉符号即文字、图像、颜色等用眼睛看得见的影像，利用这些影像传达特定的信息，达到沟通的目的。
关键词：包装；视觉沟通；颜色
Abstract
Package design is a vital medium for product sales promotion via package. The added value it creates outmatches other practical functions. An innovative design is like a silver tongue, allowing a product to talk and communicate appropriately and decently. It successfully persuades shoppers to make a purchase by bridging visual communication between goods and potential customers. Primarily, package design contains six elements, including text, images, colors, materials, shapes and structures and culture. Taking advantage of the six components, goods are able to boost sales in the role of “a silent sales person”. On the one hand, this substantially cuts outgoings by reducing labor cost. On the other hand, aggressive but annoying salesmanship can be avoided for the sake of consumers.
This paper aims to explore how to trigger visual communication between goods and prospective buyers, with the help of six elements. The methodology involves data analysis, illustrations support and case study. It is found that although visual communication and oral communication are carried out in a different manner, both can deliver messages. Visual communication is performed with two-dimension visual images instead of actual speaking. Visual images include words, pictures, colors and the like, each carrying particular connotations throughout the communication.
Key words: Package, visual communication, color
