"Hongjinlong" Cigarette Brand Packaging Innovation And Design Research

The packaging as cigarette coat has irreplaceable function. The product is the soulof the packaging design, packaging should be products of the business card, can in thefirst time accurately convey the basic information of the products; Packaging is theshadow of the products, according to the characteristics of the product and individualcharacter, make consumers can through the packaging to feel the products; Packaging isthe spokesman of the products, through the various ways to communicate withconsumers, make the consumer and the product in the spirit to resonate. In theincreasingly fierce competition in the commodities market, packaging design is theenterprise culture and brand personality of the mold, is also a visual and the unity of thepsychological effects.Hongjinlong brand has a long history, its development through ups and downs ofthe turbulence. In the tobacco industry’s large-scale integration environment, provincialmerger will appear at any time, Hubei ZhongYan quickly hit "red dragon" ace,2003after years of "astronaut" image subversion after, Hongjinlong cigarette brand won theunprecedented sales record and expand the sales market.Is today a advocate of individual character times, people have tired of the"one-size-fits-all" cigarette packaging, consumers already entered the spiritualconsumption field, consumer behavior manifests vivid personalization trend. With thedevelopment of science and technology, we are coming into the information age, eachcigarette brand of the gap between more and more small, and consumers began thepursuit of a unique individual character of the product, which requires the cigarettepackaging as a create difference tools to continuously innovation. This paper mainlyanalyses the development of Hongjinlong brand, present situation and tendency,summarizes the Hongjinlong brand of cultural values and commercial value, and itssystem positioning. From the vision and the two aspects of the analysis model of theHongjinlong dragon brand existing packaging, in the original design elements combinedwith national culture and modern design idea the innovative design.Visual innovation comes from understanding consumer lifestyle, then graduallyfamiliar with consumer psychology, from the color of shaped products distinctive brandimage, and innovative design for the consumer grade of packaging, meet their visualaesthetic demand, and get the favour of consumers, and form a fixed tourists, and thenpromote sales. Modeling innovation mainly from the start of box, breaking thepackaging the most typical through the shearing or fold a cardboard and paper box madeof square, the heterogeneous type box design with the humanized design andenvironmental protection concept, make the innovation of packaging design moreconforms to modern people’s needs.