The economical properties of packaging design (I)

There are various definitions of design at home and abroad, but fundamentally speaking, it is a concept for working for tomorrow, and has a close connection with the economy that sustains social development and progress. We can even say that the attributes of design are mainly economic, economic attributes are first, and artistic attributes are second. Packaging design as a branch of the design category, its personality is prominently reflected in the economic attributes. Because of this, a comprehensive understanding of its economic attributes not only helps deepen the understanding of the essential meaning of design, but also has a very important significance in accurately grasping the process of packaging design and its application in social and economic life.

As we all know, the purpose of packaging design is to help the packaged goods to achieve two major functions - natural functions and social functions. Designers should explore the laws and methods of optimization and combination of the two. Among the two major functions of packaging design, the natural function mainly refers to the provision of guarantees and conveniences for accommodation, protection, storage, transportation, sales, and consumer products, and brings about material benefits for the society, while the social function means that the packaging satisfies people’s psychology. Need to promote the sale of goods, beautify the living environment and bring spiritual benefits to society. According to the current brief statement, the optimized combination of the two is a principle that the packaging conforms to the principles of “scientific, applicable, beautiful, and economical”. Although the packaging design bears the above two major functions, the requirement must reflect the principles of science, application, aesthetics, and economy. The output without recognition is a natural function or a social function. No matter whether it is a scientific principle or an original and aesthetic principle, it is based on economy. The principle is the criterion, and both are influenced and constrained by economic principles. They are based on economic principles. Because in the process of human society has not yet developed to the super economic stage, according to the principle of economics, human production activities always have the contradiction between input and output, that is always trying to obtain with as little input as possible. As much output as possible. In the end, the best value for human economic activity is that people want to achieve the optimal extremum between input and return. This situation is reflected not only in the capital investment that affects the overall package design program, but also in the potential market owned by the value of the packaged goods; it is reflected not only in the technical and production links required by the package design scheme, but also in the public The consumer psychology and spending power of the packaged goods are reflected in the recycling of waste after the use of the package is completed.

First, from the perspective of the capital investment that affects the overall package design program, it not only determines the entire design idea, the positioning of the design, but also affects the results of the design.

We know that capital is the value form of fixed assets and liquid funds that are put into the production and business activities of enterprises, and it is connected with the concept of assets and funds. The revealing of the classic theory and the reality of social development have fully demonstrated that capital is the most active factor in commodity economy and society. It can be put into production and trade activities, and it can also be operated in the capital market. Whether in production and trade activities or in the capital market, the ultimate goal of capital operation is to increase value. From the perspective of the overall social development, this value-added should be based on the ever-expanding and increasing production of goods. The increase in the scale of production of goods and the increase in output, including the packaging design of products, is an effective way to increase capital value. However, without designing the working environment, designing technical equipment, and designing materials, the packaging design can only remain verbally, and a value-added link is missing.

For most designers, there is often such a feeling or understanding. Among the many factors that determine the form of packaging design, the individual leveling of the designer is very important, but for a high-level designer, Whether the design ability and level can be normally played and performed, capital plays a vital role. Regardless of whether or not the design fee will affect the designer's ability to exert their level of stimulation, the user's capital constraints on the designer will restrict the packaging's shape, structure, color, material, molding process, and many other aspects. . For example, with the same quality of goods, designers can use paper, plastic, wood, metal, ceramics, or glass as packaging materials. Because of the difference in texture and value of these materials, they will have different visual impacts. The force, coupled with the difference in the level of creativity and performance techniques of the designers, has created a huge difference between the value and added value of the packaging itself. The same is a package of goods, people can use random simple materials such as bundling and paste methods to achieve packaging, only to achieve some of the functions of the packaging of goods, the value added in the sale of goods will be even little; General design The division will basically use the functions of commodity packaging through the selection and matching of materials. Then, it will bring about a certain added value in the sales of the goods; and the outstanding designers will pass through the various packaging materials. Take advantage of the clever and scientific modeling structure, properly decorated and decorating, fully realize the packaging function at the same time, it will greatly increase the value of the goods, and its packaging value even exceeds the value of the product itself.

Second, from the potential market for the value of packaged goods, design is an important factor in guiding consumption and forming fashion.

In economic activities, there are sellers and buyers to make exchange possible. Some products are in short supply. This has a lot to do with the nature, use, quality, and price of goods. However, the first feeling that induces consumers to buy is often not these fundamental things but the packaging of products. Because of this, in the marketing community, some scholars call packaging the fifth P in parallel with marketing 4P. It is true that in the marketing practice, companies use packaging to dress up thousands of goods in a colorful and attractive manner. Their purpose is to occupy the market as much as possible and make the potential market for the product as much as possible. After a thorough market survey, the marketing staff of DuPont, the world's largest chemical company, invented the famous DuPont law: 63% of consumers make decisions based on the packaging and decoration of their products; they go shopping in supermarkets. The housewives, attracted by the exquisite packaging and decorating, often passed 45% of their purchases when they went out.

As a designer of packaging, it is necessary to clearly understand that the design of commodity packaging must be based on the market, so that products can be formed into a consumer fashion through their own designs. So, how can we combine the design of commodity packaging with the market? This essence is back to the theme of this article - economic awareness.

(to be continued)