Packaging Container Concept Design Concept (I)

[Abstract] The concept of conceptual design in mechanical design was introduced. The concept content, process and requirements of packaging container were deeply demonstrated. Conceptual design is conducive to the development of new product development efficiency for block packaging and speed up packaging design innovation.

Keywords: conceptual design; packaging container

Conceptual design is the initial stage of the design process. It generally refers to the design process from the demand analysis of the product to the detailed design before this stage. The work at this stage highly reflects the creativity, artistry, comprehensiveness and experience of the design. Sex. Practice has proved that once the conceptual design is determined, 60% to 70% of product design will be determined. Therefore, concept design is a very important stage in the design process, and it is also the most valuable stage in the product design process. It has become a commanding point of enterprise competition. This article gives a thorough demonstration of the conceptual design of packaging containers.

1 Conceptual Product and Product Conceptual Design

1.1 Conceptual Products

The concept product is a description of the product's overall performance, structure, shape, size, and system characteristic parameters; it is the planning and positioning of the product based on market demand and product positioning; it is the basis of the formal product design, and is used to verify and evaluate the The degree to which market demand is met in order to establish the business goals that the business expects. Conceptual products are not the end products that are directly used for production, marketing, and service. They are the first structured, basic, and rough ideas for design goals, but they are comprehensive ideas that describe the basic direction of design goals. main content.

1.2 Product Concept Design
The design that targets the concept product is called the conceptual design of the product. Conceptual design is a series of organized, organized, and targeted design activities that analyze user requirements to generate concept products. It represents a process from coarse to fine, from fuzzy to clear, and from abstract to specific. .

Conceptual design is the most important, most complex and uncertain design stage in the product design process, and it is also the most decisive stage in the process of product formation value. It is a research hotspot in design theory. It needs to integrate and apply multidisciplinary knowledge such as market operations, engineering technology, plastic arts, and design theory, and make conceptual plans for products.

2 Product Concept Design Process

The design process of a general product can be divided into three phases: social investigation and demand analysis, concept design, and detailed design.
2.1 Needs analysis stage

Demand analysis is a preliminary process in the development of new products. Its premise is market research, including marketing surveys, surveys of competitors, and investigations into the progress of product manufacturing technology. On this basis, the company analyzes the three major aspects of business needs, user needs, and technology requirements to determine the direction and specific requirements for the development of new products. Therefore, this process begins with determining the target market and user needs of the company, and describes in words the characteristics of the target market's demand products, including user-oriented, product-oriented technology functions, and enterprise-oriented design, manufacturing, and sales activities.

Demand analysis is always based on the market survey information for product segmentation market positioning, and the requirements of the concept of products, but also can be considered as an integral part of the concept of design.

2.2 Conceptual Design Process of Products

The product concept design process refers to the further refinement and concretization of the requirement analysis, and mainly the function planning and description of the product, the morphological composition and color description of the product, and the description of the material, structure and process. Product concept design should be a comprehensive idea of ​​the product prior to plotting.

The complete product concept design should include product market positioning, product function positioning, product form description, and product selection, structure and technology, and even marketing and service planning can be incorporated into product concept design.

3 Conceptual Design of Packaging Containers

The theory of product conceptual design is applied to the design of packaging containers. The specific content and steps are as follows.

1) Market environment: It is mainly the competition situation of similar products within and outside the province, domestic and foreign markets, market size, demand conditions, and distribution modes.

2) Business status: such as the company's production scale, annual advertising and packaging costs, marketing strategies, past product packaging status, requirements for new packaging, availability of CI plans, etc.

3) Status of the packaged goods: characteristics, forms, grades, prices, sales methods, sales targets, life cycle, and special requirements for packaging.

4) Competitors: Describe the basic situation of major competitors, market distribution, analysis of advantages and disadvantages.

5) Consumer behavior: describe the basic situation of consumers and a series of activities during the shopping process.

6) Potential Market Analysis: Analyze the potential market and possible growth points of commodities.

3.2 Packaging Design Positioning

1) The target market strategy, market segmentation of the information obtained from the packaging market survey, determine the target market for the company to enter, the common target market strategies are: no difference packaging market strategy, differential packaging market strategy, centralized packaging Market, etc.

2) Package type, grade and style description, determine the type and development series of packaging development according to market description, product status and other factors, determine the packaging grade and style, is a single grade or multi-grade, multi-price series of packaging.

3) Positioning strategy description. Each packaging container provided to the target market needs to establish a positioning strategy for it. Generally, it is based on the brand of the product, the characteristics of the product itself, the position of the consumer, or the combination of the above factors. .