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still inmature.they can be reflected in many sides,such as single variety,outdated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.
