"HI" Fantasy Sounds Piggy Packing Design Confession

In order to celebrate the arrival of the Chinese traditional pig year, Fantasy Corporation, which has been committed to building China's avant-garde digital electronic products, intends to introduce a more stylish, warm and lovable electronic magic audio device that caters to the consumer Lunar New Year in the Chinese market. - "Pig baby" Piggy.

The market direction of the product is: For the upcoming traditional pig year, use the favorable sales opportunity of the festival to let the products relieve the nervousness of the modern urban people in the new year, continue to maintain vitality and innocence, and enjoy the original ecological “fantasy” life.

How to increase the affinity for the image of the product, increase the affinity of the chip, make the product more clearly positioned, more humane, more suitable for New Year's gifts, phantom found a capacity and design company, hopes to accommodate the company's professional design experience and ability to help plan The packaging and terminal of the design products promote the necessary posters, single pages, display racks and other materials to make their product images more powerful and tempting. However, there is no clear planning for the positioning of product promotion images and the selling points of products.

Because the illusion period from product design to production and marketing was less than three months in total, the time was quite tight. Moreover, at the end of October, we invited and assisted in the planning of its Piggy product image design and promotion. At the time, the product itself had not yet been finalized, and there was not even a sample, only the shape and sales concept of the product. The time must be packaged and sampled in late November, production, new product promotion at the end of December, to promote the market, so as to catch up with sales of products on the New Year's Day and the Chinese New Year sales opportunity. The progress of the time required by our customers is very tight. More importantly, when we started planning products, we did not even see samples of products and product pictures. Therefore, the packaging design of the product's volume, weight, shape, etc. must involve The elements of thinking, we can only according to the customer's verbal description, self-conception, design and positioning of this important packaging ideas.

How to creatively design this product packaging and other corresponding terminal image promotional materials? How can we express the connotation of letting life return to the original while enhancing the product's full of fashion sense? We immediately formed a working small team, led by the creative director, including creative designers, copywriters, packaging designers and other groups to specifically implement this new listing of the image design and promotional planning. For this project, the consensus we got after the unanimous discussion was:

1, packaging design in the texture of elegance and more affinity.
2, reflect the human nature of the product and digital technology sense
3, avant-garde fashion, blessing atmosphere

With the above design unified understanding, we follow the systematic process of professional packaging design, step by step to achieve our ideas, know the proposal passed and finalized, listing tracking. The steps of the packaging design process are as follows:

1, brand positioning direction to discuss digital electronic audio products with the development trend of digital electronics and emerging emotional products. Its main product attributes are the sensory enjoyment of people's spiritual and spiritual life. The sales crowd of products is mainly concentrated between the ages of 15-40, young people who like to catch up with fashion trends, like and are willing to try new things, mainly in college students Professionals, professional white-collar workers, freelancers, artists in the art field, and media practitioners are the main players. This group of people tends to perceptual consumption in terms of consumer preferences. Their income is relatively high, and their work is full of high rhythm and high efficiency. In their amateur life, they love to be elegant, fresh, fashionable, digital, and electronic consumer products according to their own preferences. With these understandings, we can design and create the image of the target expectations of these people based on the characteristics of the hobby of these people.

2, packaging and other propaganda material style tone and performance method positioning China 20-40 years old young people now have hog baby hobbies. According to a statistic published in the Health Times on December 14, 2006, Beijing expects to have 100,000 “golden pig babies” born in 2007, while in Shanghai, the number of “golden pig babies” expected to be born is 13 Ten thousand people. It can be seen that many people in China now like pig babies. The group of people who like pig babies are the target customers of our products. Therefore, combining the product's market orientation, after many rounds of discussions, our project team decided to start with design ideas that have a stronger affinity for cartoons and promote packaging and other promotional material design based on our extensive experience in cartoon design. The exquisite, cute, cartoon-like, and put-it-wrapping gift product packaging expresses the unique passion of the Chinese Lunar New Year Pig.

3. Design Elements After planning and summarizing the positioning of the packaging brand and the tone of the style, we began to plan and collect the elements needed for packaging design. Including advertising slogans for product promotion, product commercial selling point texts, product iconic font designs, icon symbols, product manufacturer information, etc., as well as the structural hierarchy among these elements, primary and secondary relationships, and so on. Combining the selling points of products and the market popularity of previous generations of products, we summed up the following product introduction words and introduced the three-piece text recommendation that is generally rigidly packaged and plainly written. The use of narrative and vivid one-person realism used spoken language. The expression of sexual and popular everyday language expresses the cartoon and cute feeling.

Advertising language:
Let the table sing. Turn your desk "HI" to the sky by writing a cartoon character with a slogan that makes the text more active and avid.

Inner package shape:
Combining the appearance of the product pig baby, we will design the inner packaging into a pig-stitched, velvet inner bag. After the inner bag is removed from the product, it can be used as a stylish bag, so that the package can be reused. The use of conditions creates economic and environmental protection. At the same time, it can also lay the foundation for future publicity and customer impression.

Generalization of promotional text:
Combining the product's technical terminology and text introduction, we use more friendly words to summarize the three unique characteristics of pig baby:
Piggy's unique charm of the three unique and stylish. A variety of audio sharing I am a cute pig baby, my image consultant is an internationally renowned designer, so I am very fashionable. I never picky eaters, such as CDs, laptops, music phones, MP3s, MP4s, handheld game consoles, etc. can provide me with music nutrition.

Magical super crystals Unique penetration characteristics My magic comes from the unique instrument - super crystal, this magic can make me isolated sound, let the music easily penetrate the walls, doors, glass windows and so on. Magical experiences are everywhere.

Fantasy space is infinite, music free experience I have always been safe and easy. Where do you put me, such as wood, metal, glass, walls, etc. As long as it is a hard surface, I can let them sing.

4, creative implementation:
With these creative concepts and design elements, we arranged for designers and copywriters to start designing the first draft. The team members presented the design ideas of the seminar with pictures and texts to give proposals to customers. Due to the time constraints of this design case, we can only increase our efforts and work hard to maximize the time for creativity and drafting. Designers and planners perform their duties, planners form product packaging, product manuals, product warranty cards, posters and a series of integrated packaging listed on the text, and then, the designer will be text into graphics, color and compliance, designed as a theme screen . After a working week, the preliminary packaging screens, brochures, and posters have been designed into manuscripts, and we have made the pictures into slide presentations. As a result, on the same day, after our initial packaging creative style proposal was presented to the customer, the customer immediately went through a group discussion. We believe that our creative design coincides with the positioning of the products in their own minds. Before that, because their planning ability was not strong enough, they couldn't express some of their selling ideas with exquisite commercial text and pictures. Our planning and design expressed the feeling they wanted with simple, clear, exquisite and beautiful pictures, and expressed a high degree of approval for our ideas.

5, design optimization:
The next task is to make fine adjustments to the details of the packaging, expression techniques, text, patterns, typesetting, and other elements, modify some of the language and text, and then design the advertising language fonts to be more cute to achieve optimal results. This process takes a little more time. In addition, for our inner packaging style, we also creatively design the inner packaging into a pig house, and put plastic grass nests on the bottom of the small house to make it a hospitable home for pig babies. Although it is considered that such creative packaging is tempting and can better reflect the affinity of the product, considering the combination of packaging costs and the length of the production process, it cannot be implemented. It is only possible to choose a simpler, more common type of inner packaging. .

6, the final draft, proofing:
Finally, in the customer's communication and tracking, we also refined the various aspects of the text information, the specific size of the graphics, etc. according to the customer's opinions, and finally finished the draft, and sent the printed documents to the manufacturer for packaging proofing and production. In this process, we constantly advise and negotiate on the materials, production process, and size of the packaging, and try our best to produce the most texture and the most sensuous to consumers with the most economical cost. Beautiful packaging.

Outer package renderings:

In addition, in order to further stimulate the psychology of new-year purchases by combining the time advantage of the product approaching the New Year, a special envelope for the Lunar New Year was added to the package. In the design, the use of Chinese traditional Lunar New Year has always been a red, noisy festive color psychology, the use of gold, red color, so that packaging is more festive and festive atmosphere, so that consumers can enhance the festive when buying Feelings and gifts

Packaging envelope renderings:

Poster effect chart:

Piggy manual part of the text frame

Dear host:
Hello!
First of all, thanks to the 120000 points of love you adopted me - the magic pig baby who can sing and chose the Piggy audio product produced by the phantom company.

There is no limit to music, new life enjoys! Bring my magic pig baby piggy, let us create a new "i-mu phantom life" it!

Open house (unpacking)
Kungfu performance (how to use it)
Magical power index is as follows (product operating parameters)
Love care (friendship tips)
Health Care (Maintenance)
Self care (general breakdowns and maintenance)
Birth certificate card (warranty card)

Author: Shenzhen capacity and corporate image design Co., Liao Chi-tzu

Reprinted from: China Packaging Design Network