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According to Da Shihito's summary, there are plans to fine tune the packaging design, is to extend the product is the most effective way of lifeline. Every rhythm black suit, cautious and modest look, Da Shihito gives the first impression is more like with traditional Japanese businessman, and his identity from packaging designer. However, the appearance of appear trite and insignificant, speak standard American English he is the design community, "the Japanese packaging leader".

Da Shihito was born in 1952, graduated from the design department of University of California at Los Angeles Art College USA after, has been engaged in packaging design work. The last century 90's, he returned to Japan established the Bo Rabi Faith (Bravis International) and creative design company, from the Japanese packaging design to flex its muscles. Designed by him Black Tea kylin afternoon, NEC computer, kagome vegetable juice packaging, respectively won JPC Competition Award, Ministry of economic affairs minister BDA Golden Award, the Japanese packaging design awards and many other packaging design awards. Kylin ice packing invented in 2002, let Da Shihito also put a special prize award, PDA gold Mermaid Japanese packaging design into the arms of the general. By virtue of the unique "cool sense" packaging, frozen drinks also once popular in Asia market. The design of career of Da Shihito, which is the pinnacle. Now, Da Shihito is also reaching out to japan. China consumers familiar with the magic kitchen stock, unified orange juice, Nescafe Coffee Excella packaging are from the design team led by the hand.

"Packaging design looks very easy, but also very difficult to do. You must be in a limited space, very effectively let customers know the manufacturer, brand, and two behind the historical culture. But customers often do not have the patience to listen to you talk about so much." Da Shihito tell, the packaging design experience explain himself for many years to come. In the design category, packaging design status relative special. In essence, it is more similar to the industrial design, designers must consider the packing material, shape and other details. And it is the communication way is exactly the same as the spicy and commercial advertising design. "Winning ways of packaging design is only one, must attract eyeball. But in 0.2 seconds and similar products winner, to seize the people's eye."

The side facing the critical eyes of consumers, while rivals and hand to hand combat, package design of small carrying too much content, for packaging designers creative space cramped Co., perhaps because of the design of the special, the achievements of popular quality prudent business Xiao Tian Shiren.

Close combat design warfare

See filled up with goods shelves will carefully check your feet like one one, by floor stuck, half a day but not to move, and Da Shihito went to the supermarket shopping, for ordinary people is unbearable thing, because he than most women also "procrastination". However, it is through the years this form of "field survey", Da Shihito finds out the important commercial law from which the survey firm would later do data statistics, also happens to coincide with his observation.

In fact, the vast majority of customers to buy what brand of goods, to the store to the real decision. Supermarket shelves always filled with the same kind of goods, the quality, price, brand awareness of the difference is minimal, neck and neck. Competition first gun ironclad in visual started. To incite customers curious nerve, to attract them pick up the goods out, the whole process does not exceed 20 seconds. "In such a short period of time, want to open their hearts, encourage their desire for consumption, packaging design is the only key."

Before long, Da Shihito was aware, in the era of excess supply of goods, packaging is the product of the lifeline. In fact, the design of ice unicorn was born in this concept on the basis of. Entered in twenty-first Century, Japan's low alcohol beverage popular fruit. Beverage giant Kirin decided to go with the tide, please Da Shihito as its new product appearance surgeon. At that time, similar products Suntory, treasure to make wine brand in the market Fengshengshuiqi gradually. Da Shihito conducted a market survey, found the unicorn to develop this product, compared with the previous two brands, the difference is that after the ice, can still keep the juice taste slightly sweet. "That is to say, the drink after being frozen, the taste of the advantage is more outstanding. So, the first step, we want to highlight its cool, in the issue of 'ice' word."