"CHANEL No5 5", female, Chanel Company, published in1921;
"Chanel/KOOC-0/9" (Chanel/KOOC-0/9), female, Chanel Company, published in/KOOC-0/97/KOOC-0/;
EGOISTE, male, Chanel Company,1994;
"Salima", female, Guerlain Company,1925;
AIR DU TEMPS, for women, published by Lenore Lisa,1948;
"EAU SAUVAGE", male, Christian Dior company,1966;
Poison, female, Christian Dior Company, published in1985;
CALANDRE, for women, published by Paan-Labana,1968;
"RIVE GAUCHE", female, Yves Saint Laurent Company,1970;
OPIUM, female and male, Yves Saint Laurent Company,1977;
"ANAIS", female, Rael Company, Kasha, published in1976;
TRESOR, female, Lancome Company,1990;
"POEME", female, lancome company, published in 1994.
It should be pointed out that brand-name companies produce new products almost every year, so famous products are always increasing. But when choosing perfume, there is no need to pursue these famous products, first, because their prices are high, and second, because the consumption of perfume is directly related to everyone's appreciation and demand. You may not like a brand that others think is good. During the Renaissance, perfume production flourished in Europe due to the rediscovery of old perfume formulas. The centers of the early Renaissance, such as Venice and Florence, were also the centers of perfume manufacturing: medici family was a coquettish leader, and Catherine, a member of his family, was an important messenger of perfume dissemination. She married King Henry II of France and brought an attendant named Lei Natuo. Lei Natuo is a famous perfume manufacturer in Florence. Reinaldo opened a perfume shop in France and achieved great success. It is said that his ability to prepare poison is equivalent to making perfume. Many events directed by Catherine in the French court are closely related to the potions he prepared. Since then, wearing perfume has become a fashion. "This is a period of self-discovery. People's self-awareness is becoming more and more obvious, and people are beginning to pursue fashion. " During the Renaissance, people didn't often bathe, but only sprayed perfume to cover up their body odor, so the perfume industry flourished. Perfume is widely used by men and women. Even the hair and even the pets are wearing perfume. 1508, Domingo in Florence established the oldest perfume factory in the world. The Pope and medici family are its loyal customers. For centuries, every new ruler has provided perfume formulas for factories. At the same time, Glass, a small town in southern France, has gradually developed into a perfume production base. Grass originally produced perfume because the town was also a tanning center, and urine was used in the tanning process, so people sprayed perfume on leather to cover up the smell. Susan Owen mentioned in her book The Birth and Temptation of Classic Perfume that local leather glove manufacturers also import, produce and sell perfumes. /kloc-in the 0/8th century, the leather industry collapsed and perfume continued to be sold in this area. "
Today, France is a veritable perfume country, with many world-class perfume brands, such as Lanvin, ChaneL, Givenchy, Lancome, LolitaLempicka, Guerlain, French perfume cosmetics, French fashion, French wine, etc., ranking third in France.
Packaging design is an inseparable part of the product, a magical, international and core word, a must for the company and a password for success. Packaging design connects art and industry, market and production, creativity and function. Good ideas make good packaging, and good packaging is a catalyst for product promotion. Identifying products is achieved through packaging. Consumers must get enough information and be able to decode and understand some symbols, so as to identify the product, and then understand its value, which will lead to the final purchase behavior. Obviously, there are more and more perfume products, and it is more and more difficult for people to choose, but people often choose brands under the influence of their education, social life and cultural background. Therefore, the fragrance and packaging of each perfume should be targeted to correspond to specific consumer groups. The reason why France has so many world-class perfume brands and become a big perfume country is inseparable from its perfume packaging design concept.
First, boldly use new materials, new technologies and new forms.
From the development history of perfume containers, people have been exploring making perfume containers with various materials. At first, Egyptians used stone containers to make containers of various shapes to hold perfume, such as round-bellied bottles and heavy tall bottles. These containers were all open and sealed with flat corks or cloth balls. Various stones are also used to make these containers, of which alabaster accounts for the largest proportion. Greek craftsmen made a series of ceramic containers to hold perfume, and designed the containers according to the characteristics of the contents. For example, the containers of sesame oil and perfume are different. Greeks are good at making bionic containers to hold perfume. Around the sixth century, small molded pottery bottles were invented. At first, they often imitated the image of human head. Glass has always been an expensive material. /kloc-In the 6th century, Venetian craftsmen learned to blow glass, so glass can be made into many shapes. Milky white glass, gold and silver silk glass and so on have also developed, and perfume containers have become more and more beautiful. With the improvement of glass hardness, glass can be cut, carved, colored and inlaid, which makes glass containers surpass all kinds of traditional forms. The French learned these glass-making techniques and made many Venice-style perfume glass bottles. With the advent of the industrial revolution, large-scale industrial production has led to mass production of glass bottles and lower prices, and many famous perfume manufacturers have emerged, such as Gelle Frères, Guerlain, Lubin, Milot, Rigaud, Roger and Gare (Roger &: Gallet) and ed. Pi Nuo, Land Rover Pifre, etc. Standardized simple containers are balanced by increasingly complex and exquisite labels. At first, labels were just pure commodity labels. In the19th century, perfume labels have become pictures that evoke romantic imagination, colorful bouquets, and distant rural scenery that only appear in dreams. …; Of course, labels also reflect the events at that time, and people and stars are used for publicity. Then, a series of design movements such as Art Nouveau and Decorative Art began to take place, and perfume packaging became more artistic and colorful with the new design movement. Now for French designers, glass alone can produce ceramic, crystal, marble, corrosion and other material effects. Bohemia, Milan, Italy, Mardi and other exotic colors are also very rich, with red, green, blue, gold, amber, purple, purple and other colors, making the capacity more expandable. They are also good at combining different materials, such as glass with metal and plastic. In a word, French designers are good at using all kinds of materials and dare to adopt new materials, new technologies and new forms to design perfume packaging. For example, Lancome's "Poême" perfume, small bottle, glass, transparent, bright and shiny, is a quiet and feminine shape, symbolizing women's breasts. Its closed system is very solid, all pure geometric lines, made of polyethylene, completely compressed by air pressure, perfectly blending horizontal and vertical lines. Its cover has three parts, pure gold, to match the color of perfume, the material is very strong and not easy to scratch, and the whole cover is very light and not easy to break. This perfume combines glass and plastic, which shows that this perfume wants to adapt to the latest technology, reduce energy consumption, protect the environment and use recyclable light substances. The name "Poême" is printed in blue, which is also used on the inside of the box. Several letters are not on a horizontal line, and they are staggered and undulating, forming a wave-like calligraphy effect, which reminds people of Guillaume Apollinaire's poems.
The characteristics of this bag are: straight lines, golden color, giving people a sense of wealth, chic and luxury. Gold is a bright and energetic color, which brings revival and rebirth and resists sadness. Blue is the color of the sky and life, which corresponds to people's spiritual life and causes people to pursue their dreams. It is sold in an expensive triangular box with the same color. It is opened and closed by a small blue rope, which is tightly tied to a small manual gold clip and can be opened and closed at will. You can put it on a shelf to show the beauty of the bottle, and you can tie a rope at the back to fix it. The bottle is protected by horizontal cardboard and is very stable. The information required by French national laws is printed at the bottom. You can see a bunch of beautiful flowers in the lid. This bouquet of flowers is a poem composed of language letters, and its core words are: sun, smile, love, sea, stars ……; …; These words convey pleasant fragrance and beautiful colors, giving people a perceptual, bright and gentle touch. Poetry is a way to escape from reality, convey emotional feelings and communicate with women, often relying on some symbols, such as flowers, which is a special language to communicate with women. The same language can also be conveyed through perfume, giving women passion and freedom. Polish honey produced by Lancome is a good example. Its talented packaging design enhances the aesthetic feeling of Poême and combines several materials. Wisdom and luxury are balanced here, which captures the imagination of consumers.
Second, the passionate pursuit of novelty, uniqueness and fashion.
As far as we know, 40% designers in France work in the packaging industry, which is very high. The field of perfume packaging is constantly growing and rising. Every brand should develop new products or transform old packaging every once in a while to adapt to the new trend. In particular, perfume designers need to constantly ask themselves: What is new? Whether the concept of "new" is slightly improved or revolutionary; It is a gradual reform to improve 20 13 products to meet the market demand or develop new products to conquer the future market. The change of packaging can be a small change in details, or a brand-new product development, supported by complex revolutionary appearance and brand-new technology.
The French attach importance to innovative ideas. With their creative passion and imaginative temperament, they can often design products full of spirituality, pay equal attention to creation and imagination, pursue novel and unique styles, and create new ideas and trends. In their view, designers should be more or less able to break away from convention, create new design symbols, make products stand out from the dazzling perfume shelves, beat competitors and please consumers. Therefore, French perfume design, based on rich history and culture, is famous for its avant-garde romance and is not stingy with creative elements. Bold and changeable colors, ever-changing bottle shapes and fine local design are enough to make people admire.
Third, be good at absorbing the historical and cultural nutrition of art.
For example, many French perfume design ideas come from the works of artists, such as Renoir, Vial, Fantine-latour and odilon redon. There is a deep connection between art and packaging design. The significance of art to design and design to art lies in "cultivating creativity and inspiring". From some products, many successful packaging designs have been influenced by art (including external plane decoration and container structure), which in turn has had a certain impact on the development of art.
Designer elsa schiaparelli attaches great importance to the inspiration that art brings to her. She was very interested in painting, sculpture, music, art and comedy, especially in the extreme, exploratory and adventurous arts such as Dadaism, Futurism and Surrealism at that time. Famous artists such as,,, Picasso, Fei, Jean Cocteau and others are her friends. These people have influenced her design style, making it full of fantasy and humor, colorful and brilliant.
"ailsa understands surreal humor and the spirit of modern art, so she contacts other artists, gets inspiration from them and develops new designs. …; …; Elsa has always hoped to have a shocking effect. Her corporate logo, clothing brand and packaging all use strong pink, and she thinks pink can cause enough shock. …; …; The perfume brand she launched at 1938 was very shocking. This perfume bottle was designed by artist leonor Fini, and the shape is the model of female artist mae west. " [3] This perfume is very personal, with the human body curve as the main design element. The overall shape of the bottle is a female body wearing a bra, just in line with the shocking pink fashion show. The top of the bottle is decorated with a bunch of flowers. This shocking perfume opened the door to success for ailsa as soon as it came out, and its sales have been very good. Later, she introduced Sleeping, a perfume bottle made of crystal, which looks like a candle, and then she introduced snuff, which looks like a flute. All her perfume packages are strange, reckless and slightly playful, just like Dadaism and Surrealism, bold, magical and beyond reality. Under the influence of these artists, Elsa's perfume design completely deviated from the trend of decorative art movement at that time.
French surrealist artist Sal2vador Dali not only creates works of art, but also designs works, among which perfume design is famous all over the world. He said: "Of all the senses, there is no doubt that the sense of smell can give us eternal inspiration." Therefore, he put his artistic talent into the design of perfume packaging, from the container to the external plane decoration, in order to be perfect, making the perfume he designed as unique as a work of art. Dali cooperated with Fran? ois International Perfume Company of Champagne in France to produce a series of Dali perfumes, the quantity of which was not less than 10. Dali makes use of the easy molding of glass to make the container have the aesthetic feeling of sculpture. Each bottle is original, colorful, elegant to the touch and charming in fragrance. For example, Daliflor, the outline and convex part of perfume bottle form a graceful female body, which is dynamic and elegant. In addition, this bottle of "Water of Dali" is a combination of Venus' nose and mouth in Dali's paintings. Perfume is packed in a transparent and smooth pink lip-shaped glass bottle, and the nose-shaped bottle cap is more beautiful and romantic.
Fourth, comprehensively consider the humanistic perception of consumers.
From the perspective of visual perception, the first is the external form. Designers can choose traditional symmetrical or asymmetrical forms, or they can surprise consumers with bold and free forms. Then there is color, which symbolically conveys a quiet or powerful atmosphere and shows the true essence of the product. In addition, the printing effect, the size and model of letters, protrusions or depressions and the position of titles also play an important role. Secondly, the size of the product and its position on the shelf should also be taken into account. Generally speaking, visual products can catch people's eyes better and have a greater chance of being selected. In addition, the characteristics of materials, such as reflection, density and whether the surface is smooth or rough, are also important aspects that designers need to consider.
From the sense of smell, smell and fragrance are important factors to attract consumers to buy products, and this characteristic of perfume products is particularly important. Therefore, packaging should reflect the characteristics of fragrance instead of hiding it, and can be reflected in people's minds without being washed away by the smell of the environment and other adjacent products. Packaging should directly or indirectly convey the unique fragrance of the product.
From the perspective of auditory perception, the sound when the perfume bottle is opened is inevitable, and the sound when the perfume is sprayed is also inevitable. Voice has become a reconfirmation, a way of communication, a communication between consumers and products. Obviously, the sound also has a certain attraction, which is also a problem that French designers often pay attention to when designing perfume packaging.
From the perspective of tactile perception, whether printed words are convex or concave will give consumers different tactile sensations. Materials, like touchable and patted skin, give people different feelings, such as soft, warm, cold or smooth. Consumers hold the product and establish sensory connection with it. In addition, ergonomics is a key factor today.
How to grasp the product, is it heavy or slippery? Is it easy to open and close? Is it applicable to people of all ages? What kind of gestures and postures are in line with consumers' habits, which makes people feel concise and helps to improve their comfort? These are the details that French designers pay attention to in packaging modeling.
Every perfume has its own life. These feelings help people choose the products they want. Consumers not only attach importance to the quality of products, but also hope that the packaging of this product will make him like it. This is almost a friendship, a touching connection that can be established. Only in this sense can consumers remain loyal to a certain brand. Designers should help enterprises to integrate packaging design at all stages of production, because it is difficult to separate a certain factor from the whole and attribute the success of packaging only to this factor. Designers should also explore all aspects of purchase, understand how people choose a product, and explore how to connect plane and function to create lovely and unique packaging.
France is an innovative and eclectic country. For a long time, the French people like products with new packaging and new shapes, even if it is more expensive. This spirit of seeking innovation and development has been completely integrated into its blood. In any case, innovative design plays an increasingly important role in the establishment and promotion of perfume brand image. A French perfume that is fascinating just by looking at the packaging is based on fashion and innovation. French people's pursuit of fashion and innovation is reflected in all aspects of life, especially in perfume packaging. However, while considering the visual image of packaging, French designers can also give consideration to its functionality, so that packaging is not only visually appealing, but also easy to identify, use, grasp and preserve. Looking at the perfume packaging in France, we pursue a style without time limit, which combines simplicity with decoration, convenience with attraction to make the perfume spiritual and lively.