1. Speaking from visiting the supermarket Parents took their children to the supermarket, pushed a trolley, walked leisurely among the dazzling shelves, looked left and right, and occasionally removed the goods from the shelves. When they were fancy, they threw them into the trolley and continued on. After a while, the products on the cart are accumulating more and more, and the joy of children holding beloved toys and candy is getting higher and higher. At this time, the burden of parents seems to be reduced by joy. No wonder shopping in a supermarket has become a "shopping" supermarket in the minds of many adults and children. But behind this leisure, the managers of the supermarkets and the managers of the merchandise factories are not easy. They are closely watching how quickly the goods disappear from the shelves. The principles of supermarket managers are simpler: fast out, fast in, and out. For manufacturers, it must be compared among similar products, and finding the reason is not so simple. Slow sales are inherently poor quality? Prices are too high? Not fashionable? It is possible, but not always. Sometimes, often even high-quality and low-cost products are not necessarily best-selling, but it is beautiful and beautiful "smart dress" who get married first. There are certainly a lot of consumers coming from supermarkets, but more are “improvised†buyers. They were only occasionally attracted by the appearance of a certain product on the shelf during the "shopping" process, and the desire to "put it down", or "jumping to try", was thrown into the car. At this moment, The role of product packaging is like the first impression that the appearance of the other party is a decisive influence when blind date. The Institute for Consumer Motivation in Vienna has conducted hundreds of surveys on consumers aged 20 to 60 in some European countries. Dr. Kamasin of the institute concluded: "It seems that customers buy almost all the packaging Graphic information ". Dazzling colors, chic shapes, and eye-catching signs are the secrets to the success of product packaging in sales promotion. Second, carton packaging is still favored In an investigation conducted by the Institute of Consumer Motivation in Vienna, we collected opinions on different packaging products and found that carton packaging is still a more popular variety. Basically, we have the following consensus: 1. Strong (relative to paper bag or plastic bag), rest assured; 2. Natural resources do not harm the environment; 3. Affordable; 4. Easy to open and recloseable: 5. Suitable for gift packaging (can be divided into grades, advanced or general); 6. The size and shape are random and easy to innovate: 7. Relevant text descriptions can be printed more clearly and clearly. They also conducted separate investigations on the carton packaging of several types of commodities. Examples are as follows: 1. Candy carton packaging 2. Selection ratio of frozen food in bags or boxes Among the 8 countries mentioned above, most of the 5 countries choose carton. They think that the contents (such as fish, meat, vegetables, etc.) can be printed on the outside of the carton, which is easy to identify, has a vivid image, and has an attractive effect; and the brand and description are better than the bag. But The British tend to have a particularly high percentage of bags because they have a special liking for frozen green beans in bags. Plastic bags are better for frozen seafood. Apart from commonalities, there are exceptions due to differences in consumer habits in different countries. Such as washing powder, most like boxed, but the Spaniards tend to plastic bags, and the Swedes choose the carton. According to the 2002 Rauch Packaging Guide: The sales volume of folding cartons in the United States was 2.815 million tons in 1980, and increased to 3.3 million tons in 2000, an increase of only 17.2%, but the sales jumped from US $ 2.75 billion to 84. 500 million US dollars, an increase of 2.07 times (see Table 3). In addition to currency depreciation factors, it is a value-added growth factor. Its popular products are mainly cosmetics, medicines, sports equipment, toys and candy. 3. The role and responsibilities of creative designers The key role of product packaging in promotion is the same as above, so it is conceivable how important its creative designer is. Just like a building, if the design is not easy, the builder is still hard to be good even if the construction is good. Therefore, the packaging designer ’s novel, beautiful, exciting, eye-catching and other factors that have a great effect on promotion must not only pay attention to the effect of its individual placement, but also consider the effect of displaying on the shelf. Of course, it should be doubled. Use it to the extreme, but in the final analysis, it is related to the artistic cultivation and level of the designer. But at the same time, designers should also consider its economic and practical aspects. For example, the more spot colors are added, the better the effect may not be. In addition to increasing costs, it may also increase the possibility of quality accidents and rejects in printing. In addition, the current phenomenon of "over-packaging" in the commodity market has become quite serious, which is contrary to the spirit of "thrifty, frugality and hard work" advocated by the 16th National Congress of the Communist Party of China. To put it bluntly, it is still a breeding ground for extravagance and waste of public funds, which is also contrary to the requirements of integrity and anti-corruption. It is hoped that the product packaging designers will not only forget their responsibilities for the promotion of social ethics while giving full play to their design strengths, but they also have immense merits. Of course, it is indispensable to win the cooperation and support of the chiefs of the commodity manufacturers. Fourth, the new move of the printing processor How to achieve the best effect and the highest efficiency to achieve the packaging products designed by the packaging designer is the responsibility of the packaging and printing processor. In today's fiercely competitive market, the winning strategies commonly used by packaging printers are nothing more than: 1. Relax the width of the processing (toward folio, full-page, and even wider width); 2. Improve vehicle speed and automation; 3. To multi-color, multi-process production technology development (such as five-color, six-color, eight-color; or flat, soft, concave, silk screen and other multi-process comprehensive processing). This is also one of the reasons for the rapid development of flexo printing in recent years. Therefore, packaging and printing factories are expanding in scale and developing joint ventures or special cooperation partners. On the other hand, improvement and innovation have always been the impetus for competition. Such as flexible packaging is the biggest opponent of carton packaging. In order to increase the strength of the carton or its anti-moisture capacity, there is usually a lining in the carton, and now there are further double-sided or single-sided foil-covered jams, which can not only enhance its protection performance, but also improve the appearance. In terms of aseptic packaging, paper cards compounded with plastic film or aluminum foil are sterilized, and the resulting carton is sometimes used for food packaging without freezing, which can extend the shelf life. This kind of carton sold 9.5 billion pieces in the United States in 2000 (consumption of cardboard is about 95,000 tons), and it is very popular for milk packaging in Europe. This reminds us of the roof-type milk and beverage packaging of international paper industry in our country, as well. The packaged foods are popular with microwave heating, so heat-resistant, microwave-resistant cardboard has appeared, competing with plastic trays or boxes (especially crystallized PET) for the market. It is estimated that in the 10 years from l990 to 2000, the sales volume of such cardboard boxes in the United States has increased from 2 billion (with 45,000 tons of cardboard) to 3.9 billion (with 85,000 cardboard consumption). Tons), nearly doubled. It is expected to increase by about 10% every year in the next few years. In addition, in terms of size and form design of the carton, improvements are endless. For example, canned beverages or food are now changed from 3 rows of 4 cans of carton to 2 rows of 6 cans, and the front end of the carton is torn to form a retail cabinet. This small improvement has become popular in the retail market. Sales have increased significantly. What is worth mentioning in the improvement of printing process is the direct printing of fine corrugated carton (box). In the past, in order to avoid the corrugated container being crushed during the stamping, the graphics on the outer layer were always printed separately and then mounted on the corrugated carton (box), which increased labor and affected efficiency. Now some fine corrugated containers can be printed directly by flexo or offset printing, which adds a new way to make money for paper packaging containers. 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