Judging from the current market, major manufacturers of meat products include Shuanghui, Yurun, Jinyu, Delis, Xijie, Chundu, Zhengrong, Wuliang, Wutian and Dahai. Among these enterprises, Shuanghui and Jinrong Yurun's larger scale. From these representative enterprise products, the appearance and positioning of China's meat products and packaging design can be basically seen.
(I) Current status of packaging design of meat products The packaging of meat products is mainly based on the different forms of the products. The specifications and types of meat products determine the different packaging formats. At the same time, due to the different cultural connotations of different manufacturers, the level of design personnel is different, and the styles of their respective designs are different. Therefore, different packaging design styles and forms have appeared. From the current situation of the meat food market, the main varieties are round ham and ham, square-shaped meat products and canned meat products, soft canned meat products, sausage meat products. Among these types of packaging, the following are currently common:
1, PVDC casing membrane. This is the only package used by all ham sausages. This membrane is a two-layer process that blocks oxygen. Divided into red, white, yellow, brown and other colors. Unfortunately, these are all single colors. Only according to the manufacturer's product needs, design and print a variety of different packaging patterns.
2, artificial vegetable protein casing membrane. This membrane is environmentally friendly, pollution-free pollution-free casing, suitable for a lot of Chinese enema meat products, and PVDC is not suitable for printing patterns, into the market also need to add plastic transparent bags or other forms of protection.
3, animal casing membrane. Usually pig casings or sheep casings, such casings suitable for Hami guarensis red intestine, Shanghai large intestine, crispy intestine, breakfast intestines, American hot dog intestine, sausage and other related filling foods. This casing also belongs to pollution-free, green packaging. In the market, it is still necessary to add more packaging or labels.
4, color printing plastic film. This film is non-toxic and oxygen-resistant. It can be printed with various patterns on transparent films. It is suitable for round meat products and square meat products, ranging from 200 grams to several kilograms, with different specifications and patterns. There are many supermarkets and shopping malls.
5, canned meat products. This kind of meat products should be divided into three types: tin cans, glass jars and cans. Tin and glass cans are printed with colorful patterns, and they are also labelled in the form of stickers; soft cans are generally divided into multi-layer co-extruded high-barrier composite film packaging and aluminum foil packaging, they are directly combined with the object, vacuum Oxygen barrier, some of which are also equipped with plastic color printing film, some of which are synthesized with plastic color printing film, the design of printing patterns are more beautiful, at room temperature, the retention period is longer, generally 3-6 months, and some are Transparent single-layer, do not need to block aluminum oxide paper, but directly in the freezer for external sales, these are low-temperature products, shelf life is shorter. Such as meatballs, patties, meat dumplings, steak and so on.
6, simple ordinary packaging. This type of product or ordinary plastic film or disposable plastic box or use a simpler plastic bag, etc., its decoration design does not need to invest too much design and printing costs, the more simple the more general the better, to adapt to short-term or temporary consumption .
To understand the packaging form of the above products, for the packaging and decorating designers know what to do, you know how to start. However, there are two problems to be solved here. One is the packaging design that directly touches the product. It involves the modeling of the product and the shape of the container, such as round, square, bowl, tubular, box-shaped meat products; Product labeling and external packaging design. This design is subjective and a big issue for packaging designers. For this type of design, it can also be divided into several types according to the product's different forms: 1 Printed film design, such as ham. 2The design of the label on the label is very versatile. The design of products such as canned foods or column-shaped meat products is based on labels. 3 The design of color printing on plastic bags is very versatile, and it is constantly enriched with the variety of products. 4 mascot logo design, which is also the most commonly used in the meat industry, and it plays an extremely important identifying role, promoting the manufacturer's product promotion, like the king of Shuanghui Wangzhong was rated as the top ten in Henan in 2000. The most planned, this proves this, as well as the considerations of Chundu, the children of Jinluo, the piglets of Zheng Rong, etc., all of which are the best representatives of mascots. This is extremely important in packaging. It is recommended that designers should work hard in this area to shape this image. It is not only the image of the product, but also a representative of the company’s culture and corporate image, and can bring richness to the company. The economic and social benefits.
(B) the positioning of meat packaging design In the positioning of meat packaging design, mainly grasp two aspects: First, the positioning of meat consumption targets, and second, the positioning of meat products themselves. Only these two aspects can be grasped accurately and the positioning of the design is established.
1. Target positioning of meat consumption: The target of consumption of meat products is divided into target positioning of marketing market objects and positioning of individual consumption objects.
1 The marketing market consumption positioning mainly refers to the main objects consumed in the meat product market and its differentiation. What is the subject? Such as the ham for the general public consumption or tourism consumption, Muslim intestines for the Islamic national consumption, Chinese meat products and low-temperature meat products to adapt to hotel restaurants and family consumption. In addition to this, there are local specialty products consumed, such as Cantonese sausages, which are adapted to the consumption of southerners. Harbin Dahongchang and Shanghai Dachangchang both adapt to the consumption of people in these two regions.
The consumer market positioning of the marketing market makes it clear that in designing the packaging of the product, the positioning of its design will be well grasped. Such as halal products, in the design process must be reflected through the text and the pattern of "halal" features, Chinese meat products, low-temperature meat products must also consider the convenience of the family and the hotel's consumption in the design, which must consider the packaging organization material Problems with modeling. Including the content of the tips, in addition to these, but also take into account the local folk, cultural characteristics, consumption habits, differences, etc., according to the differences to design the product packaging and label design, in order to promote the sales of the product.
The positioning of two consumer objects mainly refers to the different consumer individuals in the meat product market. Such as children's meat products should embody the characteristics of children, such as Chun Zhuang Zhuang Zhuang, Shuanghui child prodigy, as well as suitable for women and children meat products such as chicken ham, milk ham, AD calcium plus zinc plus iron ham and so on. In the packaging design, it is natural to grasp their characteristics to determine the design of the pattern. At the same time, according to its different characteristics, different styles and patterns of various packaging designs and patterns should be designed to meet the psychological needs of consumers at different levels.
2. The positioning of meat products in their own form: The meat products' own form mainly refers to the meat products processed in their own different forms based on livestock and poultry meat as their main raw materials. This kind of meat products will develop toward high levels, high quality, and high cultural forms as people's living standards improve and their living habits constantly change, as well as the effects of market competition.
Due to the complexity and refinement of meat products, the product packaging must be colorful, flexible, and innovative, so as to meet the needs of the market and meet the needs of consumers.
(C) The design of meat packaging design The design of meat packaging is the same as other food packaging designs. It constantly seeks design skills and pursues its own style, displaying its beauty, and continuously providing convenience to consumers. The enjoyment of beauty, which requires the designer must pay attention to its skill in the design.
1, to stimulate appetite for the purpose, grasp the design of the color. The basic color of meat products is mostly meat red, or lighter and heavier on the basis of it, but it never changes its nature of "red". In order to match this character in the design package, the light white, green, blue, yellow or elegant pink color should be taken into consideration, and the color of the flesh or the color of the background should be used to emphasize the heavy color pattern. Expressing with words, one of the highlights is: simplicity and clarity.
2, to stimulate appetite for the purpose, grasp the design of the design. The design of meat packaging design is affected by the nature of the meat, so the pattern should be lighter and more elegant. The more time the Beijing is, the more concentrated and visually appealing and penetrating (ie, the pattern avoids scattered structure, or Tile the straightforward pattern, but focus on pattern points and geometric shapes.) Therefore, in the packaging and labeling pattern, we should strive to simplify and simplify, focusing on the "concentrated performance" point.
3, according to different folk customs, grasp the cultural pursuit of the region. The Chinese people like the auspicious and festive celebrations, while the West pursues freedom and romance, and they are fresh and bright. Therefore, in the design of packaging designs, the design style must be grasped according to the different regions of product sales and different folk characteristics, and it should be targeted and pointed out. Sex, and the obvious difference.
4, the packaging of the screen more direct access to the subject in kind. Since the congenital color of meat products has the characteristics of stimulating people's appetite, so in the packaging design, we should strive to display the appearance of the contents of meat products in the form of direct objects in kind. This kind of form has basically not given up on this packaging style from the most developed packaging design in Japan to the most exposed Western Europe. Therefore, we should also learn from this approach in the design of packaging products for meat products. We should choose more photos that directly reflect the content. The more realistic and tempting the photos are, the better, so that people can directly sense through the packaging. The physical seduction.
5, set off and embellishment can not give up. Although meat products can directly introduce people's appetite, if you look at meat or meat slices, it will make your life greasy. If necessary, you must use green linings such as fruits, vegetables, and champagne brandy beer. Once these feminine objects appear on the screen at the same time as the meat, they are more effective than the appearance of only one or two meat pieces (pieces) on the screen. This makes people psychologically have a sense of movement. Therefore, it is extremely important to show off and embellishment.
6, "Olive" packaging trends grasp. The so-called "Olive-type" packaging trend mainly refers to the popular consumer meat product packaging always occupying the mainstream (such as ham), but tends to luxury gifts and small packaging tend to be convenient, it is a small part of the two, but it has The upward trend. Therefore, in the design of product packaging, designers are required to focus on the middle of the mass consumer, but also take into account the "small" part of the two. If this is not well grasped, it will be difficult to keep pace with the development of the times and cater to consumer needs in design packaging. Therefore, it is necessary to grasp this development trend. As for the specific skills, styles, and characteristics, the actual packaging design can be used to grasp, use, and play.
In short, the packaging of meat products should be said to be a non-negligible part of food packaging. Because with the improvement of people’s living standards and with the modernization of meat products processing, with the advent of China’s accession to the WTO and the influence of Western meat and meat habits, China’s meat products industry will be more prosperous and the relative packaging content will be even richer and closer to people. Real life. (Song Yugang) ("China Packaging News")
(I) Current status of packaging design of meat products The packaging of meat products is mainly based on the different forms of the products. The specifications and types of meat products determine the different packaging formats. At the same time, due to the different cultural connotations of different manufacturers, the level of design personnel is different, and the styles of their respective designs are different. Therefore, different packaging design styles and forms have appeared. From the current situation of the meat food market, the main varieties are round ham and ham, square-shaped meat products and canned meat products, soft canned meat products, sausage meat products. Among these types of packaging, the following are currently common:
1, PVDC casing membrane. This is the only package used by all ham sausages. This membrane is a two-layer process that blocks oxygen. Divided into red, white, yellow, brown and other colors. Unfortunately, these are all single colors. Only according to the manufacturer's product needs, design and print a variety of different packaging patterns.
2, artificial vegetable protein casing membrane. This membrane is environmentally friendly, pollution-free pollution-free casing, suitable for a lot of Chinese enema meat products, and PVDC is not suitable for printing patterns, into the market also need to add plastic transparent bags or other forms of protection.
3, animal casing membrane. Usually pig casings or sheep casings, such casings suitable for Hami guarensis red intestine, Shanghai large intestine, crispy intestine, breakfast intestines, American hot dog intestine, sausage and other related filling foods. This casing also belongs to pollution-free, green packaging. In the market, it is still necessary to add more packaging or labels.
4, color printing plastic film. This film is non-toxic and oxygen-resistant. It can be printed with various patterns on transparent films. It is suitable for round meat products and square meat products, ranging from 200 grams to several kilograms, with different specifications and patterns. There are many supermarkets and shopping malls.
5, canned meat products. This kind of meat products should be divided into three types: tin cans, glass jars and cans. Tin and glass cans are printed with colorful patterns, and they are also labelled in the form of stickers; soft cans are generally divided into multi-layer co-extruded high-barrier composite film packaging and aluminum foil packaging, they are directly combined with the object, vacuum Oxygen barrier, some of which are also equipped with plastic color printing film, some of which are synthesized with plastic color printing film, the design of printing patterns are more beautiful, at room temperature, the retention period is longer, generally 3-6 months, and some are Transparent single-layer, do not need to block aluminum oxide paper, but directly in the freezer for external sales, these are low-temperature products, shelf life is shorter. Such as meatballs, patties, meat dumplings, steak and so on.
6, simple ordinary packaging. This type of product or ordinary plastic film or disposable plastic box or use a simpler plastic bag, etc., its decoration design does not need to invest too much design and printing costs, the more simple the more general the better, to adapt to short-term or temporary consumption .
To understand the packaging form of the above products, for the packaging and decorating designers know what to do, you know how to start. However, there are two problems to be solved here. One is the packaging design that directly touches the product. It involves the modeling of the product and the shape of the container, such as round, square, bowl, tubular, box-shaped meat products; Product labeling and external packaging design. This design is subjective and a big issue for packaging designers. For this type of design, it can also be divided into several types according to the product's different forms: 1 Printed film design, such as ham. 2The design of the label on the label is very versatile. The design of products such as canned foods or column-shaped meat products is based on labels. 3 The design of color printing on plastic bags is very versatile, and it is constantly enriched with the variety of products. 4 mascot logo design, which is also the most commonly used in the meat industry, and it plays an extremely important identifying role, promoting the manufacturer's product promotion, like the king of Shuanghui Wangzhong was rated as the top ten in Henan in 2000. The most planned, this proves this, as well as the considerations of Chundu, the children of Jinluo, the piglets of Zheng Rong, etc., all of which are the best representatives of mascots. This is extremely important in packaging. It is recommended that designers should work hard in this area to shape this image. It is not only the image of the product, but also a representative of the company’s culture and corporate image, and can bring richness to the company. The economic and social benefits.
(B) the positioning of meat packaging design In the positioning of meat packaging design, mainly grasp two aspects: First, the positioning of meat consumption targets, and second, the positioning of meat products themselves. Only these two aspects can be grasped accurately and the positioning of the design is established.
1. Target positioning of meat consumption: The target of consumption of meat products is divided into target positioning of marketing market objects and positioning of individual consumption objects.
1 The marketing market consumption positioning mainly refers to the main objects consumed in the meat product market and its differentiation. What is the subject? Such as the ham for the general public consumption or tourism consumption, Muslim intestines for the Islamic national consumption, Chinese meat products and low-temperature meat products to adapt to hotel restaurants and family consumption. In addition to this, there are local specialty products consumed, such as Cantonese sausages, which are adapted to the consumption of southerners. Harbin Dahongchang and Shanghai Dachangchang both adapt to the consumption of people in these two regions.
The consumer market positioning of the marketing market makes it clear that in designing the packaging of the product, the positioning of its design will be well grasped. Such as halal products, in the design process must be reflected through the text and the pattern of "halal" features, Chinese meat products, low-temperature meat products must also consider the convenience of the family and the hotel's consumption in the design, which must consider the packaging organization material Problems with modeling. Including the content of the tips, in addition to these, but also take into account the local folk, cultural characteristics, consumption habits, differences, etc., according to the differences to design the product packaging and label design, in order to promote the sales of the product.
The positioning of two consumer objects mainly refers to the different consumer individuals in the meat product market. Such as children's meat products should embody the characteristics of children, such as Chun Zhuang Zhuang Zhuang, Shuanghui child prodigy, as well as suitable for women and children meat products such as chicken ham, milk ham, AD calcium plus zinc plus iron ham and so on. In the packaging design, it is natural to grasp their characteristics to determine the design of the pattern. At the same time, according to its different characteristics, different styles and patterns of various packaging designs and patterns should be designed to meet the psychological needs of consumers at different levels.
2. The positioning of meat products in their own form: The meat products' own form mainly refers to the meat products processed in their own different forms based on livestock and poultry meat as their main raw materials. This kind of meat products will develop toward high levels, high quality, and high cultural forms as people's living standards improve and their living habits constantly change, as well as the effects of market competition.
Due to the complexity and refinement of meat products, the product packaging must be colorful, flexible, and innovative, so as to meet the needs of the market and meet the needs of consumers.
(C) The design of meat packaging design The design of meat packaging is the same as other food packaging designs. It constantly seeks design skills and pursues its own style, displaying its beauty, and continuously providing convenience to consumers. The enjoyment of beauty, which requires the designer must pay attention to its skill in the design.
1, to stimulate appetite for the purpose, grasp the design of the color. The basic color of meat products is mostly meat red, or lighter and heavier on the basis of it, but it never changes its nature of "red". In order to match this character in the design package, the light white, green, blue, yellow or elegant pink color should be taken into consideration, and the color of the flesh or the color of the background should be used to emphasize the heavy color pattern. Expressing with words, one of the highlights is: simplicity and clarity.
2, to stimulate appetite for the purpose, grasp the design of the design. The design of meat packaging design is affected by the nature of the meat, so the pattern should be lighter and more elegant. The more time the Beijing is, the more concentrated and visually appealing and penetrating (ie, the pattern avoids scattered structure, or Tile the straightforward pattern, but focus on pattern points and geometric shapes.) Therefore, in the packaging and labeling pattern, we should strive to simplify and simplify, focusing on the "concentrated performance" point.
3, according to different folk customs, grasp the cultural pursuit of the region. The Chinese people like the auspicious and festive celebrations, while the West pursues freedom and romance, and they are fresh and bright. Therefore, in the design of packaging designs, the design style must be grasped according to the different regions of product sales and different folk characteristics, and it should be targeted and pointed out. Sex, and the obvious difference.
4, the packaging of the screen more direct access to the subject in kind. Since the congenital color of meat products has the characteristics of stimulating people's appetite, so in the packaging design, we should strive to display the appearance of the contents of meat products in the form of direct objects in kind. This kind of form has basically not given up on this packaging style from the most developed packaging design in Japan to the most exposed Western Europe. Therefore, we should also learn from this approach in the design of packaging products for meat products. We should choose more photos that directly reflect the content. The more realistic and tempting the photos are, the better, so that people can directly sense through the packaging. The physical seduction.
5, set off and embellishment can not give up. Although meat products can directly introduce people's appetite, if you look at meat or meat slices, it will make your life greasy. If necessary, you must use green linings such as fruits, vegetables, and champagne brandy beer. Once these feminine objects appear on the screen at the same time as the meat, they are more effective than the appearance of only one or two meat pieces (pieces) on the screen. This makes people psychologically have a sense of movement. Therefore, it is extremely important to show off and embellishment.
6, "Olive" packaging trends grasp. The so-called "Olive-type" packaging trend mainly refers to the popular consumer meat product packaging always occupying the mainstream (such as ham), but tends to luxury gifts and small packaging tend to be convenient, it is a small part of the two, but it has The upward trend. Therefore, in the design of product packaging, designers are required to focus on the middle of the mass consumer, but also take into account the "small" part of the two. If this is not well grasped, it will be difficult to keep pace with the development of the times and cater to consumer needs in design packaging. Therefore, it is necessary to grasp this development trend. As for the specific skills, styles, and characteristics, the actual packaging design can be used to grasp, use, and play.
In short, the packaging of meat products should be said to be a non-negligible part of food packaging. Because with the improvement of people’s living standards and with the modernization of meat products processing, with the advent of China’s accession to the WTO and the influence of Western meat and meat habits, China’s meat products industry will be more prosperous and the relative packaging content will be even richer and closer to people. Real life. (Song Yugang) ("China Packaging News")
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