Package design is a vital medium for product sales promotion via package. The added value it creates outmatches other practical functions. An innovative design is like a silver tongue, allowing a product to talk and communicate appropriately and decently. It successfully persuades shoppers to make a purchase by bridging visual communication between goods and potential customers. Primarily, package design contains six elements, including text, images, colors, materials, shapes and structures and culture. Taking advantage of the six components, goods are able to boost sales in the role of “a silent sales person”. On the one hand, this substantially cuts outgoings by reducing labor cost. On the other hand, aggressive but annoying salesmanship can be avoided for the sake of consumers.
This paper aims to explore how to trigger visual communication between goods and prospective buyers, with the help of six elements. The methodology involves data analysis, illustrations support and case study. It is found that although visual communication and oral communication are carried out in a different manner, both can deliver messages. Visual communication is performed with two-dimension visual images instead of actual speaking. Visual images include words, pictures, colors and the like, each carrying particular connotations throughout the communication.
Key words: Package, visual communication, color
Contents
I. Introduction 1
A. Background 1
B. What is package? 1
C. What is visual communication? 2
II. Six elements of visual communication in package design 2
III. Element one: text 3
A. Brand names & product names 3
B. Advertising slogans 4
C. Detailed specifications 4
D. Case study—Absolute Vodka 4
IV. Element two: images 5
A. Regular images 5
1. Trademarks………………………………………………………………………. 5
2. Signs & marks…………………………………………………………………… 6
3. Informative pictures……………………………………………………………... 6
4. Decorative illustrations………………………………………………………….. 6
B. Irregular images 7
C. Case study 7
V. Element three: color 7
A. Symbolism of color 8
B. Red 9
C. Green 10
D. Blue 10
E. Other colors 11
VI. Element four: package material 11
A. Transparent materials 11
B. Non-transparent materials 12
VII. Element five: shape or structure 13
VIII. Element six: culture 14
A. Religions 14
B. Numbers 15
C. Graphic preferences 15
D. Color 16
IX. Consumer psychology 17
A. Consumer behavior 17
B. Consumer needs classification 17
1. Freshness………………………………………………………………………… 17
2. Beauty…………………………………………………………………………… 18
3. Interest…………………………………………………………………………… 18
4. Practicality………………………………………………………………………. 19
5. Vanity……………………………………………………………………………. 19
Bibliography 21
Package Talks—Visual Communication between Goods And Potential Customers
