基于视觉元素标签法的良品铺子系列包装设计

The Series Packaging Design of BESTORETM Based on Visual Element Labeling Method

目的运用"视觉元素标签法"解决系列包装设计中"共性与个性难以调和"的设计难点,不仅要为所有产品包装制定统一的设计规范,而且要突出每款产品的特色。方法利用标签思维和信息匹配的原理对海量设计资源进行分析、思考和整理,及时发现客户需求和设计目标,优化设计的内部结构,进而使设计师能够通过对视觉元素重新洗牌、快速组合,输出设计结果,实现设计结果的良性引导,构建设计师同客户之间沟通的桥梁。结论以良品铺子为例,企业对包装设计的需求日益增强,相较于早先较为单一的包装设计,该品牌的包装种类样式繁多且数量庞大,产品长期处于不断更新迭代之中,为企业品牌旗下所有产品的包装制定统一的设计规范,使其形样、色彩、装饰纹样及文字形成系列感,对于其品牌的传播和发展有着关键的作用。

The work aims to not only formulate a unified design specification for all product packaging, but also highlight the characteristics of each product, in order to solve the difficulty of "an irreconcilable contradiction between the general character and personality" in the series packaging design by "visual element labeling method". The labeling thinking and the principle of information matching were used to analyze and organize massive design resources to discover customer needs and design goals in time and optimize the internal structure of the design, which enabled designers to output design results through the re-shuffle and quick combination of visual elements. Based on this, the benign guidance of design results was achieved and the bridge between designers and customers was constructed. With BESTORETM as an example, the demand for packaging design by the enterprise is also increasing. Comparing with the earlier single packaging design, there are many types of brand packaging nowadays. As the products have been updated for a long time, to formulate a unified design specification for all product packaging under the brand, so as to form a series of shapes, colors, decorative patterns and fonts, plays a key role in the spread and development of its brand.