3 packaging structure
The packaging structure is not only a technical problem but also an art problem, and it is an economic problem. The unreasonable structure, the large volume, the single structure, and improper use of materials are the common problems in the current export product packaging. Most of the export goods are shipped by sea. The transportation time is short one month, and the long ones are six months long. The goods must be loaded and unloaded for many times and the transportation bumps and commodities are squeezed to each other, resulting in damage, and some commodities are also produced due to the impact of the marine climate. Rust or mildew. Designers must be proficient in design knowledge, understand the size, weight, and performance of various packaging materials, design the most reasonable and economical packaging, save packaging costs, and reduce the damage caused by packaging and transportation. Due to the irrational packaging structure of China's glass products, the breakage rate reached 30%. Although some of the cost of damage was borne by the insurance company, it was seriously restricting the export of glass products.
In the fiercely competitive international market, the commodities of all countries strive for perfect packaging. China's export of light industry products include enamel pans, hot water bottles, thermos flasks, glassware, ovens, electric fans, hardware, alarm clocks, cultural and sports goods, construction materials, and toys. Shoes, bags, and other categories, characterized by many varieties, small quantities, fragile, heavy weight, such as the large number of E-type corrugated box packaging, the benefits are 3 points:
1) Adapt to the needs of foreign supermarkets. A large number of China’s export commodities enter foreign supermarkets. Supermarkets are no-sales stores, and the outer packaging of goods has become a silent salesman. Only when the goods are beautifully packaged and decorated and the trademark is advertised, can the customers have a desire to purchase. Corrugated box packaging can not only reduce the damage of goods, but also display effect is good, can improve the sales grade, improve the ability to export goods for foreign exchange.
2) It can save packaging materials and costs. E-type corrugated box packaging instead of polystyrene plastic packaging and packaging, transportation packaging, in line with the "environmental protection, science, economic, strong, beautiful, and marketable" requirements. The original packaging is a polystyrene liner plus color box packaging, packaging costs accounted for more than 50% of the purchase of goods, and the use of E-type corrugated box packaging, the cost of only 30% of the purchase of goods.
3) Improve package quality and increase decorating effect. E-type corrugated box packaging is moisture-proof and anti-corrosion, strong pressure resistance, and cushioning, which can prevent accidental loss of goods in transportation, storage and sales. It not only beautifies and protects the goods, but also adds value to the goods.
4 Printing Technology
Printing quality is an important part of determining the success of commodity packaging. In recent years, advanced pattern-making and multi-color offset printing presses have been introduced from France, Japan, etc. However, most domestic operators have not received very good professional training, and advanced printing equipment cannot be fully utilized. At present, the utilization rate of printing equipment is only about 60%. Many export-provided packaging kits provided by foreign companies have been forced to send packages from abroad or to the place of sale for packaging because the quality of the domestic printing cannot meet the requirements, thus making the export of such products more difficult.
5 Packaging Design Regulations
The packaging industry has now become one of the “sunrise industries†in the development of the world economy. With the globalization of international trade, economically developed countries all attach great importance to the legislation of packaging design and its research work. The United States, the United Kingdom, France, Switzerland, Canada, Japan, etc. have formulated their own packaging laws in accordance with international packaging regulations and standards. They have also set up "packaging regulations" courses in the university's packaging profession and have enthusiastically discussed the legal issues in packaging design in the media. To promote the healthy development of the packaging industry.
However, compared with economically developed countries, China's packaging legal research has lagged behind. Currently, there is no packaging method in China. The research on packaging design only stays at the technical level and rarely involves the legal issues in packaging design. The market economy is both a legal economy. After joining the WTO, China's packaging industry will get more room for development, but also face greater challenges. The integration of international laws and standards with the legal issues in packaging design will be the key to the steady and benign integration of China's packaging industry into the international market. The legal issues in packaging design mainly concern legal issues such as trademark rights, patent rights, advertising law, copyright, unfair competition, protection of consumer rights, environmental protection, and product quality standards.
Due to the above reasons, there are widespread irrational phenomena in first-class products, second-class packaging and third-class prices in China's commodities. The grades of many products are not directly proportional to the packaging cost. High-end and mid-range products use low-grade packaging, and low-end products use high-grade packaging. Some local specialty packaging designs are neither traditional nor modern, neither fish nor fowl, and they have no taste.
In the current fierce competition in the international sales market, the impact of packaging on the sales of goods has become increasingly apparent. Packaging is an important part of shaping the taste of commodities and corporate image, and it is also the advertising carrier and competitive tool with the most economic interests in corporate marketing. As the saying goes: “People want clothes, horses must wear sad clothes†whether a commodity can enter the market, occupy the market, hold onto the market, and in addition to having a good internal quality of goods, the role of a large part depends on the packaging of goods. Commodity packaging is a stepping stone to open the international sales market.
To improve the quality of export packaging design is an urgent problem for China's packaging industry. Apart from improving printing technology, it is more important to attach importance to the role of packaging designers, provide them with conditions, and use their talents to design packaging with national characteristics. While paying attention to the internationalization of product packaging, we must still bring into play the national charm of national packaging in foreign markets, and strive to embark on a road of commodity packaging with Chinese characteristics.
(Author/Zhang Chuanbin, Department of Design, Nanjing Institute of Technology)