First, the packaging picture is simple.
In the past, McDonald's food packaging was either food pictures or big characters, but this time it directly turned into various simple illustrations. For example, on the box of' Maixiang Fish', you can only see waves of blue waves with clean white background and simple names written on it. There is only one big egg yolk on the breakfast sandwich' Wheat Full Score'.
Second, the new packaging incorporates some animation elements.
Coke cups are full of bubbles, and different drinks have different illustrations to visualize the taste of various drinks. The French fries box hasn't changed much. It's still the red shell, and there are straight stripes of French fries in the box. It looks so cute. The packaging of the Big Mac directly turned into a cartoon-style hamburger cross section. The sesame, lettuce and beef on it look rich, but they are still clean and simple.
Third, the new packaging looks more eye-catching.
This new modern design will be refreshing, and the overall tone will look brighter and more relaxed, which will attract many people's attention. Select the most iconic and recognizable parts of each food, and then present them with a variety of color schemes, simple plane illustrations and basic geometric shapes, so that people can think of what is in the box at a glance. It will also be more conducive to the user experience.
Japanese packaging design features Japanese design expert G Tian Shiren once mentioned in the book "Design Power in 0.2 Seconds" that in fact, customers rarely think about which brand of products to buy before entering the store. This means that consumers' purchase decisions are made before they are put on the shelves. It takes only 0.2 seconds for the product to catch your eye. Eye-catching packaging plays a key role in making customers exclaim "wow" at this moment and be willing to stop.
This law of design power is nothing more than saying that packaging design should pay attention to communication with consumers, so that people can see and feel the power of design at a glance and have greater interest in products. Japanese design is unique in the field of design, simple and comfortable, or extremely cute, and Japanese catering packaging is often impressive.
We have written many articles about Japanese food industry packaging before, for example, we will learn from Japan to inject emotion into packaging design, what key points Japanese food packaging has given us, and so on. But we all look at Japanese packaging from the Chinese perspective, which is a learning and observer perspective. Today, we want to talk about Japanese packaging design from the perspective of Japanese/design.
Although Japanese packaging design is unique in the industry and has a lot of creativity, the significance of innovation lies in change, so over the years, Japanese packaging is actually changing. Similarly, as a bystander, we may not be close to the forefront of Japanese design. Shiren G field has brought us three future trends of Japanese packaging design.
Sense of atmosphere:
The first is the sense of atmosphere. The word "atmosphere" is also very popular in China recently, which is an aesthetic trend. In the field of Japanese design, it refers to the "immersive" feeling that products bring to consumers through design.
Ketian Shiren gave an example. In Japan, there is a bar whose decoration style is very futuristic, but the bar only provides drinks, not alcohol. This kind of bar exists because the younger generation in Japan pay more attention to a healthy lifestyle and don't want to consume a lot of alcoholic drinks. Another atmosphere comes from Japanese-style izakaya. Izakaya is a restaurant with Japanese characteristics, but Japanese young people feel that some traditional izakaya doesn't seem to fit their style, so now a new izakaya is born in Japan. This new type of izakaya is more in line with young people's preferences in decoration design and dishes.
It is not difficult to find that young people prefer to get together with friends for a drink and talk about the atmosphere rather than drinking.
Experience:
The sense of experience mentioned here refers to the sharing intention of consumers based on product packaging design. In the social era, a good package can go out of the circle, largely from the spread of tap water by consumers.
Last year, Corbis launched a series of limited edition "after school" summer activities. When the bottle was unopened, it was a boy walking alone. After drinking a bottle, you will see a girl on the other side of the package. The two men are holding hands. In this way, the ingenious design of kolbe's own liquid milky white has stimulated people's desire to share-everyone will take pictures before and after and compare them.
Changes in the post-epidemic era:
The epidemic has a great impact on the world, and Japan is no exception. In the post-epidemic era, Japan's packaging design has also undergone corresponding changes. For example, because online shopping will become more and more popular, packaging design needs to consider that e-commerce environment can attract consumers more.
In addition, the labels and boxes of packaging can be as simple as possible, because online shopping can help us reduce costs and save resources. G Tian Shiren said that more and more enterprises hope to enhance brand value through packaging design, and digital brands are becoming more and more important. How to achieve branding through websites, online stores and social media has become a strategy.
What are the styles of illustrations?
Fashion-style illustrations, whether Japanese or European or American, generally do not choose particularly bright colors, mostly fresh and elegant, especially common colors in nature and daily life.
Humorous style illustrations are often modeled in exaggerated ways, which is very common in European and American styles and the choice of colors is also exaggerated.
The aestheticism-style illustration, tranquility and peace is the main theme of this painting. In terms of color, generally speaking, neutral and cool tones are the most common.
Realistic illustrations, what you see is what you get, are what you draw, and express what needs to be expressed most clearly.
Q version illustration, used for product packaging page design, game characters, etc. All kinds of big-headed dolls will never go out of fashion.
Illustration of mechanical technology, mechanical technology does not have so many fancy colors, generally three or four colors are enough, and sometimes even black and white can solve the problem.
Decorative style illustrations, mostly based on decorative content, pay more attention to the treatment of lines, and are more flexible in color matching.
Illustration is commonly known as illustration in China. Nowadays, the popular commercial illustrations in foreign markets include publications with pictures, cartoon mascots, movie posters, game characters and artistic scene design built into games, advertisements, cartoons, picture books, greeting cards, calendars, decorative paintings, packaging and other forms.