Bravis is the largest packaging design company in Asia, and the familiar packaging designs such as "Xiao Ming classmate", "Mingming tea", "Sophie" and "leather" all come from this company.
1. Mr. Shiren tells us seven key words of Japanese aesthetics.
1.Omotenashi (aesthetics of hospitality) welcomes guests for a while, such as exquisite Japanese containers placed in Japan; If it rains outside, the mall will play special music, and the clerk will put a transparent bag on your shopping bag and prepare an umbrella stand. Thoughtful and meticulous, every detail.
2. The horse (blank design) is like a dry landscape, without water features, in which "water" is represented by sandstone and "mountain" is usually represented by stone. Sometimes lines are drawn on the sand surface to show the flow of water. Create imagination space with a lot of blank space.
3. Innovation (invention and innovation) He gave an example. There is a plant that lives directly in a bag, and there is also a mineral water that is a transparent and full drop of water that can be swallowed directly into the stomach. As soon as you enter, it is a big mouthful of mineral water. It turns out that using a kind of seaweed as the outer packaging is not only environmentally friendly, but also edible. This material is also used to replace straws.
4. Simplicity (simple design)
5. Functional quality (pursuing functionality)
For example, the diamond cutting shape of cans is both beautiful and non-slip; The packaging of hair wax can be rolled up and displayed as a box; Beverage packaging is made of plastic film directly into the shape of a bottle, which can be folded smaller when throwing garbage.
6. Comics and characters (cartoon images) Cartoon images can help memory, such as packaging a bottle of vegetable juice a day; Coca-Cola's commemorative carp packaging, wrapped in carp paper in a coke bottle, exposed carp eyes are very attractive; There are also expression packs made of beans.
7. Kawaii (cute) is like a shiny female package; There is also a tea bag design that can have a three-dimensional silhouette.
Key point ————————————
No wonder their packaging is so eye-catching and marketable. It turns out that this company also has its own brand concept, which is strikingly similar to Huahua.
"Products are created in factories and brands are built in people's hearts."
Our minds are filled with so many brands every day, trying to occupy our memory, so which ones can be remembered?
He mentioned brand equity. In my opinion, it should be said that the brand equity of design is more suitable. Mr. Shiro Sata shared the wealth of their company for us:
2. Five elements of brand equity formation
1. brand color (as the saying goes, color is the first thing you see, the easiest thing to remember, and the most impressive element in the unconscious).
2. brand logo. 3. Brand logo type (brand logo expressed in words) 4. Plane graphics and formats. (brand logo placement format) 5. The shape and material of the outer packing.
He also mentioned that "the amount spent on brand development should not be called expenses, but investment."
For the fifth point of outer packaging, emphasize again.
Third, the display of Japanese traditional crafts in packaging.
1. bag (You will find that when shopping in Japan, the shop assistant will carefully wrap many layers, stick a sticker and hand it to you with both hands. Because they will think it is a heart and wrap it in it. )
weave
3. origami by hand
4. Overlapping (overlapping lunches like handicrafts; There are Japanese kimonos, and the red clothes hidden in the innermost part only show a little red at the collar; There are also many plain colors packaged in large-area shells, and only one colored surface is exposed at the bottom line.
Mr. Sasata Ishinomo also mentioned that the life span of a packaging brand is generally 30 years, mainly because there are few companies in Japan with a capacity of over 30 in a hundred years, less than 0.02%, so they will upgrade their packaging every 30 years, otherwise young people will think that this brand is their mother's packaging to adapt to the packaging upgrade of young people, but this upgrade is also based on retaining the original packaging colors and patterns. For example, Meiji milk packaging.
Moreover, they are also actively developing new materials and technologies, such as the drop mineral water mentioned above, and the packaging made of paper in e-commerce products can print very realistic colors.
Today's spiritual food is a little too much, only sharing the harvest of a company, but these tricks and tricks are useless. The important things need to be pondered, and the real use is the real learning.