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The packaging of cigarettes and other types of goods are functionally consistent. However, cigarette packs have their own unique characteristics and are different from those of other types of products.
First of all, in terms of specifications, cigarette packaging can not be as large as other packaging changes in the packaging structure, its mainstream products are basically locked in the 84mm long, 20 sticks, 10 boxes of a conventional specifications.
Secondly, due to the large number of domestic cigarette brands (there are tens of thousands of registered cigarette brands in the country), the trademark designs for cigarette packaging design involve a very wide range, including animals, plants, astronomy and geography, scenic spots, cultural history, workers and peasants, culture and health, traffic information. , military politics, etc., can show the beautiful and colorful world from different angles. This is not what other types of packaging have.
Between 55mm by 87mm, we must make products stand out from the complicated brands and become bright spots, hotspots and selling points on the shelves. We must also minimize production costs and win the largest commercial profits for businesses and manufacturers. . This is undoubtedly the biggest challenge for cigarette pack designers.
How can we design a successful cigarette?
Any cigarette bag designer must master material information such as market information, consumer groups, factory requirements, competitors, and the brand background of the cigarettes to be designed when conducting a new design. Good designers will deal with these materials. When the material comes with a kind of innovative vision. He will treat differently according to the brand name, price, consumer groups, sales territory, folk custom of the design object, and at the same time formulate a novel design scheme according to the brand's new and old level. These include innovations in design concepts, innovations in expressions, and innovations in the use of wood materials.
In the design concept of cigarette packaging, about "Chinese characteristics and modernity" is the topic most talked about by designers. For some time, some designers fell into a misunderstanding, or looked down on local packaging, considered too rustic, trying to put the smoke The package is designed to be as foreign as cigarettes, empty and full of morality. It is considered to be “modernâ€; or it is simply pursuing the quintessence, and some unrefined, stereotyped, dirt-removable designs are hard-boiled into cigarette packets. This is "Chinese characteristics." Both of these practices are one-sided, and only by combining them can the wisdom of a designer be reflected.
There is a saying in the art world: "The nation is the world." "The Chinese nation" is "Chinese characteristics," and it is also the most fashionable, that is, the most modern. As a Chinese cigarette pack designer, the product market in China should be based on local culture in order to win the ultimate success. "Chinese characteristics" is not just a traditional Chinese pattern affixed with a few labels, nor is it a combination of several color blocks, lines, and letters. "Chinese characteristics" should be based on people's delightful expressions and time-honored manifestations, infiltrating the essence of Chinese traditional culture, and embodying the national spirit of the Chinese nation. And "modernity" is the atmosphere of modern people that you can feel from it, that is, fashion, abstraction, simplicity, symbolic symbolic meaning.
“Chinese characteristics†and “modernity†can be mutually fused, specifically speaking, it is the theme or element that has traditional Chinese culture, expressed through modern design concepts and techniques, or in a very modern and flat surface. The design incorporates the essence of traditional Chinese culture.
Under the guidance of such design concept, designers can usually create refreshing works.
Secondly, in the aspect of plane performance and process design, we should use innovative perspectives to classify and sort out many performance elements, select the most expressive products themselves, and be the most expressive, and at the same time be novel and unique performance elements, from the best to the latest The angle of view is tailored so that it fully embodies the beauty and texture of the product.
The innovation of graphic design must be good at drawing lessons. The colors, materials, arts and crafts as well as other elements of art such as architecture and painting in other types of packaging are all worth learning. Graphic design should pay attention to fashion, but do not be obsessed by the popular, because the popular is not necessarily alive, designers must jump out of fashion, leading the fashion. If you are good at innovation, you must be good at observing and thinking.
Innovation should also include innovations in materials and processes. Although materials and processes are not the capabilities of designers, designers should have a smart information network that can keep abreast of the industry’s new materials, details of new processes, and timely Introduction, development and application. Appropriate application of material technology can not only effectively control the cost, but also add icing on the flat design, surprisingly winning.
The Experience of Designing Tang Dynasty Smoke Labels
"Sheng Tang" brand cigarette is a brand with many years of history in Wuhu Tobacco Factory. The original packaging is a soft box, and the retail price is less than two yuan. After the redesigned and transformed "Sheng Tang" brand cigarettes are hard boxed, mid-range products, The price is about five yuan. The brand name "Flourishing Tang", as the name suggests, is a historical theme, and it should be shown as the "Great Tang Dynasty." The original packaging is a very traditional and conventional design. The front center has a circular pattern of bronze lions, and the upper seal has the name of “Flourishing Tangâ€. The following factory name can be said to have no characteristics. The basic concept of my redesign is: the product is positioned as a mid-range product, design quality and visual effects must be based on high-end products, to show the age of Datang, the magnificent style, ancient and modern use and have a sense of modernity; innovation in the original packaging Breakthroughs, while controlling the cost of the material process.
After making the necessary investigations, I selected a selection of design materials: portraits of Datang Li Shimin, ladies of the Tang Dynasty, costumes, cultural relics, architecture, and sculptures. In order to fully highlight the glory of the Tang Dynasty civilization, I eventually locked the design elements in the classical architecture of the painted archway and the gilded bronze division of these most expressive and the features of the times.
In the plane composition, I broke the conventional pattern of cigarettes, placed the painted arch on the lid, and the bottom edge was properly echoed, which was very decorative. This is a groundbreaking idea for cigarette pack design. The guardian bronze master guards the lower left part of the archway. It appears to be awe-inspiring under the archway. It not only inherited the history of the brand, but also made the new design unfamiliar to the original consumer groups and maintained its affinity. The name of the brand was changed from the original script to the calligraphy style of Tang Dynasty calligraphy charm, which increased its recognizability. The basic color of the cigarette pack is golden yellow, and the background is lined with matte stripes, which plays a role in connecting and rejuvenating, rich in changes, both layered and rich in metal texture, both classical and modern.
Material selection can be based on cost considerations can use matt gold paperboard, can also be used ordinary white cardboard paper gold ink bottomed imitation gold cardboard, the effect is not much difference. Process selection, use four-color UV offset printing and matte, bump. The process is simple and easy to control the quality of the production process, so that its pass rate is higher than similar products.
The entire package is novel, harmonious and decent, and it has achieved rich, elegant and magnificent artistic effects, and passed on the trustworthy information of product quality. The market proves that after the redesigned packaging, "Tang Tang" brand cigarettes, although the price is in the mid-range level, but because of its good internal quality and appearance, it still makes this consumer group feel value for money. The consumer groups who like high-end products occasionally have a decent or even partial preference. At present, this brand has a considerable market share in East China market.
It is worth mentioning that a good designer should not only be good at drawing opinions from all sides, but also be good at persuading the manufacturers to accept the correct views so as to maintain the original integrity, reasonableness and artistry.
Cigarette Packaging Printing Needs Innovation
Cigarette packaging has long been less valued by the design community, especially for some big-name designers who are rarely involved in this field. On the other hand, due to competition considerations, cigarette factories have launched high-end packaging, and the requirements put forward by the packaging and printing industry have become higher and higher, especially the requirements for new materials and new processes, and are greatly ahead of the packaging of other types of commodities. Cigarette packaging requires high-grade materials, novel craftsmanship, exquisite printing, and unconventional design, all reaching an unprecedented height. It can be said that at present, China's machinery and equipment for printing cigarette packaging, materials used and processing technology are world-class, and the most urgent task is to create a dedicated high-quality cigarette packaging design team.