A Chinese designer in the eyes of a European designer is worthy of deep thinking

As mobile internet becomes more widespread in the coming years, traditional printed images on product packaging will gradually be replaced by digital media. However, this shift does not mean that packaging design will lose its importance. On the contrary, brand owners are expected to place even greater emphasis on the visual and functional aspects of packaging, aiming to create a unique aesthetic and user experience that resonates with consumers.

With the growing abundance of goods and the increased transparency of information brought about by the internet, the role of packaging has become more crucial than ever. It serves as a key differentiator in a competitive market, offering new opportunities for innovation and growth within the packaging industry.

Despite China's massive packaging market, valued at over 1.4 trillion yuan and ranking second globally, the country still lags behind developed nations such as the US, Europe, and Japan in terms of design quality and creativity. A European designer recently shared his perspective on Chinese packaging, highlighting several areas where improvement is needed. These insights are worth serious reflection as we seek to elevate the standards of our own design practices.

One major issue is the lack of coherence in Chinese packaging design. The market is a mix of various styles, influenced by global trends, resulting in an overall disorganized appearance. While there are many diverse options available, few truly reflect the cultural essence of China. As a result, the packaging often lacks individuality and fails to provide a human-centered experience.

Another challenge lies in consumer perception. Chinese consumers are open to new ideas and quick to adapt, but due to rapid globalization, they have been exposed to numerous foreign cultures. This has led to a weakening of national identity, making it difficult for domestic brands to stand out in a crowded market. As a result, many consumers prefer international brands, which further suppresses the development of local design and culture.

There are several key differences between China and Europe in the field of packaging design. First, there is a difference in economic positioning. Europe occupies a high-end position in the global industrial chain, allowing it to export high-value-added products and designs. In contrast, China remains largely focused on manufacturing and replication, limiting the ability of local enterprises to promote national culture through design.

Second, there is a divergence in design philosophy. European countries maintain their distinct identities while adhering to international standards. Each nation’s products carry a clear sense of style—British, German, or French. In China, however, many designers tend to imitate foreign styles without fully understanding the principles of modern packaging, leading to confusion and misinterpretation.

Third, the intellectual property protection system in China is still developing. Unlike in Europe, where legal frameworks protect designers from infringement, China struggles with widespread copying and imitation, which hinders innovation and creativity.

Fourth, the talent structure in the design field is not yet well-established. While professional design schools and organizations are active abroad, China still needs to better integrate its design resources and improve the effectiveness of its educational and professional networks.

Fifth, the design cycle differs significantly. In Europe, packaging is updated every 5–6 months, driven by fast-paced consumer trends. In China, the cycle is much longer—often 1–2 years. This slower pace limits the ability of designers to respond quickly to market changes and innovate effectively.

Finally, market segmentation in Europe is highly advanced. Brands differentiate themselves through personalized design, and even within the same brand, products are clearly distinguished to highlight their unique features. In China, however, the boundaries between brands and product categories are often blurred, leading to a lack of differentiation and reduced consumer engagement.