combined with consumers’ perception of packaging design, this paper studies and analyzes consumers’ decoding of packaging design language, so that designers can correctly and effectively carry out commodity information packaging design.
Let packaging and printing coordinate with other commodity information and media to convey commodity information uniformly and effectively in the commodity marketing plan.
Consumers’ perception of packaging design can be divided into visual perception, behavioral perception, tactile perception and associative perception. The so-called visual perception refers to the use of visual design elements similar to a prominent feature of goods in packaging design, which will have a visual impact on the target consumers, make them perceive and leave a deep impression. Decoding Analysis of Perceptual Elements in Packaging Design
The so-called behavior perception refers to the process of opening commodity packaging, so that consumers can form the perception of commodity concept in this process. The so-called tactile perception refers to the special psychological feeling brought by the material texture when contacting the packaging. Decoding Analysis of Perceptual Elements in Packaging Design
The so-called associative perception, on the one hand, refers to consumers’ Association of commodity attributes caused by visual design elements, on the other hand, refers to consumers’ perception of the packaging design language when the commodity information understood by consumers through advertising media is consistent with the commodity information conveyed by some design languages in packaging design, A large part of it comes from consumers’ association with the same information in advertising.Decoding Analysis of Perceptual Elements in Packaging Design
In the packaging design, the designer encodes the commodity information through three kinds of packaging design languages: external decoration, container modeling and packaging structure design. For three different design languages, consumers’ decoding and perception methods are also different.Decoding Analysis of Perceptual Elements in Packaging Design
First, exterior decoration design. In the external decoration design of packaging, designers maximize and optimize the communication of commodity information through the selection of color, text, graphics, layout and texture effect.Decoding Analysis of Perceptual Elements in Packaging Design
The use of visual design language in external decoration, such as visual design language in packaging design, such as color, graphics, bottom relationship, layout tension and so on. By decoding these design languages, consumers complete visual perception and associative perception. Decoding Analysis of Perceptual Elements in Packaging Design
Sometimes, in order to deepen consumers’ visual perception of packaging design, businesses use some design elements in the commodity packaging for dramatic expression in the film and television advertising of the commodity, so as to deepen the impression of the commodity packaging through consumers’ associative perception.Decoding Analysis of Perceptual Elements in Packaging Design
The use of non visual design language in external decoration and consumers’ perception of this part of design language in external decoration need to be considered rationally. For example, the perception of commodity advertising language in external decoration.Decoding Analysis of Perceptual Elements in Packaging Design
Consumers complete the complete perception process of advertising language on the external decoration of packaging as follows: first, they perceive the visual language such as the font, color and position in the layout of advertising language. If this information can give consumers a good impression, they will begin to understand the meaning of advertising language at the language level. Decoding Analysis of Perceptual Elements in Packaging Design
Then, through associative perception, consumers think of the dramatic expression of advertising language in film and television advertising. At this time, if the starting point of this kind of advertising language expression comes from the consumer’s consumption demands, the consumer’s mind will form an impression of satisfaction with the commodity.Decoding Analysis of Perceptual Elements in Packaging Design
And the whole perception process of the advertising language on the external decoration of the packaging will not be completed until here. In addition, consumers will also perceive the texture effect and special touch of various packaging materials in the external decoration of packaging through vision and touch.Decoding Analysis of Perceptual Elements in Packaging Design
Second, bottle shape design. Bottle shape encodes commodity information through abstract lines and other design languages to reflect commodity attributes. By decoding the bottle shape design language, consumers complete the visual perception, behavior perception and association perception of bottle shape.
The bottle shape design with unique shape is perceived by consumers through visual way, and the smooth bottle shape line is connected with the commodity nature of distilled water through consumers’ Association;Decoding Analysis of Perceptual Elements in Packaging Design
In order to facilitate consumers to carry and consume, as the advantage information of the whole commodity, the bottle function information is encoded by the designer through the concave structure in the middle of the bottle body and the design language of the water cup shape of the bottle cap in the decoding process of consumers using the commodity, so as to be perceived by consumers’ behavior.Decoding Analysis of Perceptual Elements in Packaging Design
In order to deepen consumers’ visual perception, some businesses endow the shape of goods with humanized meaning in the design of film and television advertising. Consumers can deepen their impression of bottle shape through associative perception.Decoding Analysis of Perceptual Elements in Packaging Design
Third, packaging structure design. The packaging structure mainly completes the functions of packaging protection and convenient use. This part of the functional information of the packaging structure, like the convenient use function of some bottle design, can be combined with other publicity information of the commodity through the designer’s design language code and become the selling point of the commodity.Decoding Analysis of Perceptual Elements in Packaging Design
Protection function information. The packaging structure needs to have a good buffer or other protective structure to protect the contents from environmental damage factors. The use of buffer structure or buffer material in the packaging structure enables the packaging to complete the commodity protection function. Decoding Analysis of Perceptual Elements in Packaging Design
As the basic function of packaging, excellent protection function is often reflected in film and television advertising as the advantages of packaging compared with similar commodity packaging. The protection function information of packaging structure can be perceived by consumers through the dramatic expression of film and television advertising. At the same time, it can also be perceived by consumers’ behavior when consumers experience the excellent protection function of packaging structure on goods.
Easy to use function information. Convenient use is a very important part of packaging function for consumers. Consumers’ experience of convenience functions is directly accompanied by the use of the product. The designer encodes the convenient information through the design language of portable, hanging, repeatable opening and other packaging structures.Decoding Analysis of Perceptual Elements in Packaging Design
For example, consumers may have the experience of tearing the package and making the package unusable. The designer improves the packaging structure design, and conveys the information that the packaging can be easily disassembled through dramatic expression in the film and television advertisements of similar commodities.Decoding Analysis of Perceptual Elements in Packaging Design
which will persuade consumers to buy the product to experience this convenient opening function to a certain extent. In this regard, consumers also perceive the convenient use function information of packaging structure through behavior perception and association perception.Decoding Analysis of Perceptual Elements in Packaging Design
Consumers open the package, from seeing the package to seeing the contents, which is a process from unknown to perception. In this process, the surprise of consumers or the unique emotion of consumers, and even the uniqueness of the unpacking process, often become the theme of the dramatic expression of commodity film and television advertising. Decoding Analysis of Perceptual Elements in Packaging Design
For example, at the moment when consumers open cans of drinks, a refreshing feeling arises spontaneously. Consumers’ perception of this functional information of packaging structure is also completed through behavior perception and association perception.Decoding Analysis of Perceptual Elements in Packaging Design
Serial packaging information. In the series packaging structure, the corresponding design structure is often used between the monomer packaging structures. The echo relationship in this structure strengthens the series effect of this series of commodities. Decoding Analysis of Perceptual Elements in Packaging Design
Consumers perceive the design language of series products through visual perception. At the same time, there are many ways of packaging series goods, and the way consumers experience the serial packaging design language is not limited to visual perception.Decoding Analysis of Perceptual Elements in Packaging Design
In short, consumers decode various packaging design languages in a variety of ways. Designers should consider consumers’ perception level of packaging when coding packaging design, make full use of these perception channels, and convey commodity information through the optimal matching design language;
Secondly, associative perception appears in all links of consumers’ perception of packaging, that is, packaging, as the communication medium of commodity information, and advertising media can form a mutually reinforcing effect in the unified expression of commodity concepts. Decoding Analysis of Perceptual Elements in Packaging Design
In the marketing environment of commodity society, commodities increasingly rely on various media to publicize their information, and put forward higher and higher requirements for the unity of information transmission among these media. Therefore, designers should start from the perception of consumers, excavate their connections between various media, and take the connection as the starting point to eliminate the fault of information transmission between various media.Decoding Analysis of Perceptual Elements in Packaging Design