As we all know, cigarette packaging is a product of modern civilization. Its basic function is to protect cigarettes, facilitate storage and transportation, promote sales, and facilitate the use of cigarettes. In China, the culture of cigarettes has a long history. With the development of tobacco packaging in China today, the application of various new materials, new processes, and new technologies is endless. The complexity of cigarette packaging in China is unique in the global tobacco packaging industry. Due to the increasingly stringent restrictions on tobacco advertising in various countries, cigarette packaging not only bears basic functions such as the transmission of information and transportation, but also has an important role in displaying brand value and personality. Moreover, packaging is closely related to people's lifestyle, behavioral patterns, and national culture. The role of packaging changes with the changing consumer lifestyle. We should, based on China's national conditions, and under the premise of actively fulfilling the "Convention", cigarette packaging should maintain the packaging style of Chinese cigarettes and take a road to compliance with Chinese characteristics.

I. Implementing the "Framework Convention on Tobacco Control" and Maintaining the Characteristics of Chinese Cigarette Packaging Design

How to comply with the provisions of the "Convention" and reduce the negative impact of the Convention on cigarette packaging design, there are many ways, such as the use of warnings in the form of text, do not use the form of pictures; warnings do not use the "black and white" form, police The background of the language area can use the background color (texture) of the original trademark. There is a clear contrast between the color of the warning text and the background color of the warning language; the warning language with excessively intense tone is not used; the warning text should not be too much or too little; Languages ​​appear only on the back of boxes and strips, etc. This takes into account China's national conditions, the situation of China's cigarette manufacturing companies, and the consumption habits of China's cigarette consumer groups, and can effectively combine the warning language with the original packaging style without undermining the integrity and aesthetics of cigarette packaging.

Second, the correct understanding of the meaning of Chinese cigarettes, clear the direction of cigarette labels and packaging design

Chinese cigarette is an abstract concept and is the collective name of all cigarettes. What is "Chinese packaging"? Once upon a time, the “Red China” was red and white, and the “Blue Whirlwind” swept across the Great Wall. Silver was everywhere. Laser Scrubs were not surprising. The result was a proliferation of homophobia, imitations, excessive packaging, and environmental hazards. Bad effects. At present, China is the only new-type packaging international invention patent that has all independent intellectual property rights, core technologies cover cigarette packs and packaging machines, and is applied for protection in more than 120 countries—“Chinese style” cigarette packs (new “Honghe V8”) and new styles. "Red River V8" has significant technological breakthroughs compared to all current cigarette packaging boxes, whether it is a design or a box-type structure. It will become the most important technical feature and technical support for "Chinese packaging". This new type of cigarette packaging box with China's independent intellectual property rights and patent rights has the following four distinctive features:

1. Hand-sucking cigarettes in the middle of the cigarettes has fundamentally solved the problem of hand-touch filters and cut off the source of "sickness from the mouth";

2. The unique box structure makes it difficult to paste by hand and is not easily counterfeited. The packaging machine is patented and only authorized in China;

3. The box structure is novel and unique, with horizontal side opening, which is different from all cigarette packaging boxes on the market today. It is not only convenient and hygienic, but also meets the physiological characteristics of the wide field of vision of human eyes. It conforms to the humanistic aesthetic point of view.

In addition, Chinese cigarettes should also reflect the nationality and individuality of the time brand. China's 9.6 million square kilometers of Jinxiu Shanhe gave birth to thousands of Chinese civilizations. This is the treasure of Chinese sons and daughters. It is a treasure that no foreigner can have. . The Chinese nation is an excellent nation of diligent, brave, and high-educated people in the world. It has a long history, and the ancestors left us with valuable cultural heritage, laying a solid foundation for Chinese cigarettes. The Chinese national culture is intellectual property and is owned by the nation. Only the ethnic things can best embody the national characteristics. The distinct characteristics of Chinese tobacco should be carried by the core of Chinese culture with thousands of years of historical accumulation. This is no one can imitate and replace. The motherland’s beautiful mountains, rivers, places of interest, exotic flowers, precious animals, jade treasures, myths and legends, historical commemorations, and good luck are all good materials for packaging design. It is necessary to use cigarette packaging to promote social civilization and develop tobacco culture. The civilized connotation of the nation has been integrated into the design of cigarette packaging for thousands of years. The display of ethnic features and the promotion of China's prosperity have been promoted in order to promote the development of the brand of Chinese cigarettes and to lead the development of the world tobacco trend.

Chinese cigarette brand packaging has its own characteristics and its design style is very different. It is difficult to use a fixed warning language for all brand packaging. Therefore, when formulating relevant policies, the government can draw lessons from the feasible measures already implemented in other countries. For example, the type of warning words and their area on the packaging are strictly stipulated. There is a clear contrast between the text color and the background color. The specific location of the warning can be based on The flexible use of the design and style of cigarette packaging in China not only sets an image of a responsible party in the international community, but also preserves the characteristics of Chinese cigarette packaging. As the saying goes: “People want clothing and the Buddha needs gold.” With China’s accession to the WTO, the “Convention” takes effect in China. Faced with fierce market competition, our cigarette designers should think about how to pack cigarettes in the market. After adding warnings, it continues to highlight the unique design style and cultural charm of Chinese cigarette packaging, satisfying consumers' needs in the aspect of perception, and making it a distinct carrier for brand value and charm.

Third, Chinese cigarette packaging and color have a close relationship with consumer psychology

In addition to the basic functions of protecting goods, cigarette packaging also has its function of beautifying goods and embodying value. Cigarette packaging is a part of products and has a role of perceptual clues for consumers. It conveys a specific image to consumers and gives consumers a clear image of product quality, grade, and characteristics. This is the basic way for the perception of cigarettes to spread. Color plays a particularly important role in the design of cigarette labels. It is a visual feature that distinguishes it from other products. The correct use of color matching can serve to strengthen the brand and further entice, stimulate and guide consumers to purchase goods. Psychology studies have shown that white cigarette packaging is mostly odor-absorption and soft; red cigarette packaging is mostly odor-absorbing and has a strong stamina; silver cigarette packaging is mostly odor-absorbing, and the flavor is comfortable and elegant; green cigarette packaging is mostly The aroma is plump, the taste is clean, and the head is moderate; golden cigarette packaging is mostly characterized by a mouthfeel and long aftertaste. As far as China is concerned, southerners like elegant and soft colors. Northerners like warm and unrestrained colors. Young people like warm colors and older people like neutral and cold colors.

Fourth, Chinese cigarette packaging should improve environmental awareness and reduce environmental pollution

Cigarette enterprises must raise awareness of environmental protection and continuously enhance the environmental performance of cigarette packaging. The packaging materials used must focus on environmental protection and the physical and mental health of consumers, and prevent the use of inferior and hazardous materials. It is necessary to incorporate warnings organically while designing exquisite designs to remind consumers to pay attention. The packaging of cigarettes must also continuously improve the quality of the printing process and use non-toxic, harmless, non-polluting printed materials. Make full use of high technology, new processes, new materials, reduce harmful ingredients, reduce toxic side effects, and avoid harm to consumers. After use, the packaging materials must be easily degraded and recycled to reduce environmental pollution.

Advocating environmental protection is the need of social civilization and is the only way for the development of the tobacco industry. As long as we for the prosperity of the Chinese nation, for the development and expansion of Chinese cigarettes, establish a wholeheartedly for the customer's thinking, to produce a product suitable for national conditions, designing the packaging of the compatriots who are both happy and environmentally friendly health more collectible value, to create a Chinese-style cigarette Strong brands will certainly win the favor of the people.

Fifth, Chinese cigarette packaging should improve the technical content, using the core technology for anti-counterfeiting design

At present, China's counterfeit cigarettes are still very rampant, so the research and development and application of anti-counterfeiting technology has gained increasing attention from cigarette manufacturers, and it has begun to develop high-tech anti-counterfeit packaging technologies. Cigarette packaging anti-counterfeiting technology is a cross-cutting discipline, involving optics, chemistry, physics, electromagnetism, computer technology, spectroscopy, printing technology, packaging technology and many other fields. In recent years, the new trend in China's cigarette packaging design is the pursuit of special inks, special materials, and special printing for all-round anti-counterfeiting. Specific security is:

1, light holographic anti-counterfeiting identification anti-counterfeiting technology. The new type of laser holographic anti-counterfeiting label used in cigarette packaging covers encryption holography, true color holography and other technical anti-counterfeiting. Encryption holography is the use of optical coding, in the hologram pattern encryption, these holograms can make the size of the online image changes with the human eye distance, see different images in different viewing directions, or in the hologram Stores additional information at a certain point. The hologram itself is generated by the computer through 3D graphics. It can reproduce 3D stereoscopic images with the same color as the objective object. It can transfer to the packaging by positioning bronzing technology. The 3D image is difficult to scan and difficult to copy. Features to achieve anti-counterfeiting purposes.

2, anti-counterfeiting ink anti-counterfeiting technology (called OVI abroad). Photochromic ink anti-counterfeiting technology is based on the principle of optical discoloration of light-variable inks. The light-changing pigments added in the ink are the result of reflection, refraction, and interference of the prints at different angles when the light is irradiated. The advantages of light-variable inks are strong security against high-definition scanners and color copiers, easy identification by the public, good durability, simple methods of use, wide range of applications, non-toxicity, and no radiation.

3, anti-counterfeiting technology. UV anti-counterfeiting is a kind of anti-counterfeiting technology that is widely used in the packaging industry. This kind of anti-counterfeiting technology mainly uses fluorescence ink to stimulate fluorescence by external light. The printed material emits glittering fluorescence under the action of visible light and ultraviolet light. Its features are simple implementation, low cost, good concealment, and easy inspection.

4, thermotropic ink anti-counterfeiting technology (temperature change / thermal). The anti-counterfeit principle of thermal ink is that the color of the colorant changes with temperature. Consumers can use a very simple method to determine the authenticity of the product.

5, ultra-line anti-counterfeiting technology. The ultra-line anti-counterfeit design adopts ultra-fine line anti-counterfeiting technology. The application cost is low. The anti-counterfeiting design is completed in the plate making. This type of technology has relatively fine lines and complex groupings and is difficult to copy, thereby achieving the effect of anti-counterfeiting.

After the "Framework Convention on Tobacco Control" officially entered into force, the future development direction of China's cigarette labeling will develop towards amphibians, that is, simplicity and luxury co-exist. In the aspect of simple design, it should be designed to meet the traditional Chinese cultural characteristics and adapt to "Tobacco". To control the Framework Convention and the trend of cigarette packs in the world, the overall development trend of cigarette packaging should be "no luxury, no mid-range waste, no shabby at low levels". Cigarette packaging designers should reflect the Chinese people in Chinese cigarette packaging design. Culture and learn from the world's finest culture. We must be good at visualizing the intrinsic characteristics of the Chinese national culture and the world's finest cultures, and let the vast number of consumers through the cigarette packaging find the language that interprets the national psychology and create a resonance of the soul and explore a new path for Chinese cigarette packaging.

In short, after the “Framework Convention on Tobacco Control” officially enters into force in China, cigarette packaging designers should adopt the concept and style of Chinese cigarette packaging in line with packaging materials and printing techniques to establish good visual effects and good functionality. Pass the brand connotation horizontally and improve the product image.