The Chinese Elements in the Packaging Design of Airport Duty Free Products (2)

1. Chaozheng Square Handmade Embroidery Handkerchief

Chaozhou embroidery is one of the traditional Chinese embroidery types. Although it is not famous for its four famous embroidery, its handkerchief embroidery has its unique strengths. The needlework is dense and meticulous, and there are hollows on the materials such as cotton, hemp, and silk, as well as natural colors. With the interspersed embroidery, it presents a simple, earthy and long-lasting craft effect. It is a popular tourist souvenir in Shanghai Pudong International Airport. Although the price is high, it still has a good sales performance.

However, foreign tourists report that the original packaging of the product is too simple (only black cardboard substrate, plastic paper packaging) and cannot be used as a gift to others. Thus restricting the increase in sales. For this reason, it is necessary to improve the packaging of products and improve their grades. The positioning of packaging is changed from general products to gifts. Increasing the added value of products has become a problem that designers need to solve.

After comprehensive analysis of various situations, the designer realized that handkerchief is often used as a token of love in addition to its practical use value in Chinese traditional culture. If this is used as a wedge between design concepts and performance Can make products have a deeper cultural connotation.

The new packaging structure is designed to use an open and closed structure, so that the product can be displayed flatly before people open, fully displaying the exquisite opening and beauty of the product.

The cover design is based on poetry and paintings. It uses an ancient Chinese woman's embroidered Chinese painting. There are some fallen autumn leaves on the screen. The embroidered figures look with concentration, and the thoughts and feelings of the distant loved ones seem to be injected into this thread. On the right side, Li Shangyin’s poem is accompanied by: “The time the monarch asks for return has not expired, and Bashan’s night rain has risen in the autumn pool. When He cuts out the west window candlestick, it is then the Bashan night rain.” The arrangement of poetry and poetry is arranged in an ancient Chinese vertical style. At the end of the poem, a seal of “Chinese Embroidery” matches the picture. The whole background selected a spot color printing similar to Juan paintings, leaving a large area of ​​blank space. When the visual center falls on characters and poetry, it gives people more room to imagine - elegant and soft. With a touch of thought.

Considering that foreigners do not fully understand the historical features of Chinese embroidery, the back cover is accompanied by a briefing by professionals on the Chinese embroidery, together with translations in English and Japanese, to help buyers learn more about traditional Chinese crafts and Chinese traditions. culture.

2. Dry raw cake

This product is a century-old product of an old food store in Suzhou City. It has a high reputation in China and has been accepted by foreigners in recent years. It has a large number of exports to Southeast Asia, Japan, Hong Kong and other places every year. However, due to packaging problems restricting its price, the factory decided to redesign the product packaging in order to better expand its visibility and reach a certain sales target.

Dry biscuits are crispy and crisp, sweet but not greasy. To maintain its crispness, it must be made small and individually packaged, that is, each cake has a small package, so that even if a box is opened, there is no need to worry about the dampness of the product, affecting its crisp characteristics.

Another wedge that is worth exploring is that the product manufacturer is a century-old shop and has a deep and wide influence in the Chinese community. Now, the products of a hundred-year-old shop should have a package that is made up of modern design concepts. It does not feel obsolete with a sense of history. Modernity is reflected in tradition.

As can be seen from the examples, the final product adopts the traditional Chinese world cover structure. On the left side of the outer package, a uniform Chinese red color block is used to set off the four-sided continuous pattern of the Chinese traditional pattern on the right side to form a contrast between simple and complex. In the middle, Chinese characters are written in vertical lines, and the words “old Chinese characters” are added to place the product photos in the eye-catching center. At the same time, a background color is drawn with a light color on the left, and the characteristics of the product are described with black ink.

The internal structure is designed in a small, individual package with a small bag printed with kraft paper on top of its plastic bag. This has both an independent advantage and makes the entire box appear complete and unified.

3. Panda Chocolate

The use of unique Chinese products as an element of packaging design is also a way to receive good results.

Giant pandas are China's national treasures. They are rare animals that are unique to China and not found in other countries. Because the fat panda's fat body is awkward, it is very attractive. Therefore, most of the domestic airport duty-free shops have pandas as the theme of food packaging. However, due to the design limitations of manufacturers, almost all shopping malls have the same packaging of such products, so the commercial effect is greatly reduced.

How to attract customers with a unique product packaging new image is the most important issue that designers must solve.

In the design of product packaging, the series of packaging in the display can most attract consumers' attention. A good series of product packaging is also due to its excellent picture, exquisite printing caused consumers' desire to buy, increase sales.

As can be seen in the figure, the designer also uses the brand image of panda as chocolate, and finally adopts the method of series product packaging, using beautiful pictures of large screens to highlight the main image of panda. The Chinese traditional patterns and patterns on the left side set off the “China Tourism” logo, with four colors and four colors. Then, use a transparent packing bag. In this way, customers can carry and carry their backs conveniently. At the same time, because the image of the transparent bag new packaging is very eye-catching at the airport, it has virtually produced an advertising effect. At the same time, it also affects the orientation of other tourists when they select and purchase souvenirs, making the seller of new products achieve a very good business. aims.

(to be continued)