INNOVATION OF JEWELRY PACKAGING DESIGN
In a well-developed era of design,there is still a important area unnoticed,that is, jewelry packaging.We can understand its meaning by its name easily.As the jewelry industry is upgrowing quickly,the industries related will grow rapidly as well.Because of the market demand,the jewelry packaging industry flourishes.
I. The current situation and related cause of jewelry packaging
The jewelry packaging industry has a big scale now.In Dongguan,China,there are hundreds of manufactures ,,among which are some famous HK brand.As to amount, so many companies and websites are running jewelry packaging business.However,as to development,the industry is still inmature.they can be reflected in many sides,such as single variety,outdated design,and shortage of industrial standard.
If you make a general survey of the jewelry packaging market,you will find various of problems in design--less visual impact,lack of diversification in function and type,obvious traces of imitation & plagiarism.
We need to enrich the types of jewelry packaging in the market,though there are so many exhibition rooms in every year’s jewelry fair.They are mostly from Guangdong,Hongkong,Zhejiang,and mainly offering jewelry boxes.What’s worse,their types,designs are too similar from each company.No doubt that they can’t meet the uprising market’s need.However,in retailing market,packs for traditional jade,pearl,bead are also simplex.Maybe they are caused by the following reasons:
1.Modern jewelry industry starts late
Most people think jewelries are expensive items because they are luxuries ,and we keep them for their value.However,as people become richer and richer,the jewelry industry grows quickly .The south is more active than the north,due to the reform and opening-up policy.
The modern jewelry industry differs from the traditional one in many ways. Enterprise producing replaces workshop producing is the most prominent symbol,as well as seperation of design and production, refinement of the process,etc.The modern jewelry industry of China starts from 1990s,and before that,we don’t have professional designer,so patterns are all imitated and modificated.
By time,we know that the related industries are not paid too much attention because the modern jewelry industry is still too young.By the unique characteristics of jewelry,it’s restricted to traditional processing methods.Many steps are must done by hand.
2.Small scale of the industry
Apart from few large enterprises,most jewelry factories are in a small scale.They can’t afford for a professional designer.Manufactures and agencies generally buy packs from factories,by doing so,they can save the cost.While,the jewelry may not match the packaging well.
There are about 5 kinds of packing styles for jewelry in the market,that is,cardboard,soft bag,card,tray,prop.They are mainly from small packing companies.Small scale,shortage of money lead to design deficiency.
3.Traditional marketing model and brand ignorance
Jewelry is a special merchandise as its raw material is very dear,therefore many people think price should be decided totally by the product itself not packs.Then value of pattern,craft,brand is underestimated.
Till now,the situation have changed a lot.The domestic jewelry market is getting maturer and maturer.We even got some well-known brands,such as Chow Tai Fook,LAO FENG XIANG, Kimberly,etc.
Ⅱ.Innovation of jewelry packaging design
1.Reinforcement of brand image,improving sence of wholeness, breaking design bottleneck
As the opening of jewelry market for oversea jewelry,the industry in China starts to go into adjusting and transition stage.The competition is more fierce.Brand is a necessity and product of standarded market.It needs a long-term construction and effort,precipitation.As loog as the success of brand construction is made,popularity and credibility will be everlasting in customers’ heart.A huge profit will be taken as follwed.
We can refer to packaging of other products to reinforce people’s impression of the brand by using signs,logos,words,illustration in the packaging,and so on.
2.Proper clear positioning,reinforcement sence of design
For various jewelries,we need different packing ways,packing structure,packing modes,and packing material.Packing is a very important step in the process of products entering the market,as well as a very effective tool to join in the competition party.They play a vitalrole in helping customers to make a decision and have a strong interest.A perfect packing can make jewelry more attractive and improve the sence of wholeness and level,and show corporate culture.Judging from the developing path of packaging design,forms are being simplified,more and more science and technology used,material enriched,and notion of design refreshed day by day,styles of packaging have more and more diversification.
Pack designing for jewelry should base on products themselves.We should judge the packing styles by the material,volume,shape,pattern,level,style,connotation,etc of the jewelry.Then we can show its character,disposition,and nature.Jewelry packaging should concentrate on consumers.Designers need to fully consider different consumers’ need,pondering consumers’ psychology,doing market research in advance,and then design the packing styles accordingly.The styles and emotion conveyed of the packs must adapt to target consumer’s age,class,and taste.By doing so can they bring about resonance.As more and more young people tend to buy jewelry and treat it as a fashion symbol,the packs for jewelry should be more diversified.
The market of jewelry is becoming maturer and maturer,so the demand of packing is expanding rapidly.Though the industry is still in a fledging period,we need professionals to make an effort in order to avoid this laggard situation.