[Key words] packaging design visual elements
[Author's introduction] Cai Jiejuan Female Advertising College, Guizhou Institute for Nationalities, Level 01 Advertising
Today, with the globalization of economy, packaging and commodities are integrated. Packaging, as a means of product value and use value, plays an extremely important role in the fields of production, distribution, sales, and consumption. It is a concern for the business community and the design community. Subject. With the development of the world economy, packaging design has now made great progress on the basis of traditional packaging: the concept of packaging has enriched new content, the packaging style has been further subdivided, and the function of packaging design has also been followed. Expansion, if only from the function of the packaging concept, then the packaging design should be a kind of human aesthetic, life needs, in line with the production technology, ecological needs of the environment, in line with the protection of goods, transportation, sales demand design. If the packaging design itself, the packaging design now refers to the use of appropriate packaging materials, the use of clever techniques, for the packaged goods container structure modeling and packaging of landscaping decoration design. From here you can see the major components of packaging design:
I. Graphic - The main carrier of information
The graphics of packaging and decoration mainly refer to the image of the product and other auxiliary decorative images. As the language of design, the graphic is to express the internal and external elements of the image and convey the information to consumers in the form of visual images. To achieve this goal, accurate positioning of the graphic design is critical. The process of positioning is the process of familiarizing with the entire content of the product, including the nature of the product, the trademark, the meaning of the product name, and the current status of similar products. All of these factors must be familiarized with and studied.
Graphics can be divided into physical graphics and decorative graphics.
Physical graphics: The use of painting techniques, photo photography, etc. to express. Painting is the main form of packaging and decoration design. It draws the picture according to the needs of the overall concept of the package and serves the goods. Compared with photo photography, it has the characteristics of choice, refinement and generalization of freedom. The painting method has strong intuition and enjoys interesting tastes. It is a means of propagating, beautifying, and promoting products. However, the commercial nature of commodity packaging determines that the design should highlight the true image of the product and give the consumer an intuitive image. Therefore, using the photographic industry to present a true and intuitive visual image is the best expression of packaging and decoration design.
Decorative graphics: It is divided into two representations: abstract and abstract. Patterns of figures, landscapes, animals, or plants can be used as a symbolic graphic of a package to represent the contents and attributes of the package. The abstract tactics are mostly used for freehand brushwork. They use abstract patterns, patterns of dots, lines, and faces to form images. They are concise, eye-catching, and have a sense of form. They are also the main expressions of packaging and decoration. In general, figurative forms and abstract expressions are not isolated in the packaging and decorating design but are combined with each other.
The dialectical unity of content and form is a universal law in graphic design. In the design process, according to the needs of the graphic content, the corresponding graphic representation techniques are selected so that the graphic design achieves the unity of form and content, creating a reflection of the spirit of the times and ethnic style. Applicable, economical, and aesthetically pleasing design work are basic requirements for packaging designers.
Second, color - pass the emotional package
1. The role of color play
Color design plays an important role in packaging design. Color is an important factor in beautifying and highlighting products. The use of packaging colors is closely related to the conception and composition of the entire screen design. The packaging color requires planarization and leveling, which is a high degree of summary of color filtering and refining. It is based on people's association and the habit of color, and a high degree of exaggeration and discoloration is a means of packaging art.
2. The moral meaning of color
Under different circumstances and conditions, color is a symbolic constituent medium. It is reflected in the sense of importance, expansion and contraction, cultural taste, and values.
Visual psychological experiments have proved that the intensity of high intensity, high purity and long wave vibration can cause people's nervous excitement, can effectively express people's emotions, the same red, red lanterns and red hijab symbolizes the celebration, the red flag symbolizes revolution, upwards, progress, Passion; and the red of road command lights and fire engines indicates stoppage or danger. Also in yellow, the yellow on the Chinese emperor's robes symbolizes the dignity of the imperial power, and the yellow shirt worn by the traitor Judah who sells Jesus becomes a despicable symbol; in India it is a symbol of glory, while in Brazil and other countries it is death and Despair symbol.
Different geographical conditions, cultural backgrounds, and age levels will produce different color preferences. Due to geographical differences, people in the coastal areas like to have strong contrasting colors, such as Helsinki in Finland and Venice in Italy. People in the basin area like to blend with conservative colors, such as Paris, London, Milan, etc. People like rough and bright colors, such as the United States; island-based cultural areas like soft and delicate colors, such as Japan. Even in the same geographical area, due to differences in ethnic habits and cultural traditions, the preference for color will also be quite different. For example, in the ethnic minority areas of Yunnan, the Yi people adore the black, and the costumes are mostly black, red, and yellow. The Bai people are mainly white and red, and the Miao are blue. Therefore, color is the most sensitive and popular form of beauty. As a result, when choosing color for packaging design, designers have to fully consider the different meanings that color is given under different environmental and cultural backgrounds, so as to take advantage of the universal beauty that color can bring, while avoiding possible appearances. negative impacts.
3. The composition of color beauty - color and purity
In the expression of color, the most important factor in color tone. Hue can be contrasted or it can be harmonized. Hue can present different temperaments and styles and express different emotions and personalities of different genders and age groups. Therefore, the hue is a colorful skin and is the soul of color.
Purity is the degree of color saturation or turbidity. In the range that human vision can feel, most of the colors are non-pure colors. When the hue species is mixed with white, the lightness increases; if mixed with black, the lightness decreases. It is because of the change in purity that the colors are extremely rich. Therefore, purity reflects the inherent character of color, the key to color aesthetics.
4. The color law of packaging design
Different from other visual arts or graphic design, the design and application of packaging color is to a certain extent very professional. In many product packaging areas, certain specific rules for color and tone distribution have been used, leaving These laws, people will feel this package is wrong color.
For example, foodstuffs are often rich in rich colors, mainly in warm colors, highlighting the freshness, nutrition and taste of foods; medicines are used in simple cold and warm colors; cosmetics are often used in soft midtones; hardware and mechanical tools are commonly used in blue, black and other calming The color blocks represent the characteristics of solidity, precision, and durability; children's toys are commonly used in various colors of vibrant colors and strong contrasts to meet the children's psychology and hobbies; sporting goods use bright and vibrant blocks of color. In order to enhance the active and sports feelings, different products and features have different characteristics and attributes. Designers should study the habits and preferences of consumers and the changing trends of international and domestic fashion colors in order to continuously enhance the sociology of color and consumer psychology. Learning awareness.
5. Color issues in serialized packaging
Modern packaging color design can be based on the needs of the promotion, the formation of different color sequences and to carry out development: on the one hand is assimilation, that is series of packaging using the basic colors specified by the CIS plan unified; the other is the alienation, that is, in the series Note that while maintaining visual identity, different products are differentiated by using certain changing color series.
Third, text and text layout
1. Text - The finishing touch to packaging
Words are symbols that convey ideas, exchange feelings and information, and express a certain topic. The brand, product name, description text, ad text, and manufacturer, company, or distribution unit on the product package reflect the essence of the package. When designing packaging, these words must be considered as part of the overall package design.
When designing a package, the design of the text should adhere to the following principles:
1) The text is concise, real, vivid, easy to read and easy to remember;
2) Text design should reflect the characteristics and nature of the product, have uniqueness, and have good identification and aesthetic functions;
3) Text layout and design should be in harmony with the overall design style of the packaging.
2. Text formatting and notes
In addition to font design, packaging text is another important factor in forming a packaging image. Arrangement processing should not only pay attention to the relationship between words and words, but also pay attention to the relationship between the line and the line, the group and the group. The text layout on the package is based on overall considerations in different directions, positions, and sizes. As a result, it is possible to produce a richer variety of variations than the normal book and ad text arrangement. In addition to the adjustment of thickness, kerning, and area adjustment, the line spacing and kerning must be clearly different. A more standard text layout is generally four-thirds higher than the height of the text. The basic requirement for packaging text layout design is based on the content of the content, the primary and secondary of the text itself, starting from the overall, grasping the layout of the key. The so-called emphasis does not necessarily mean a certain part, but it can also be a trend or feature of the overall image.
3, the form of text formatting
As for the change of arrangement, it can be varied and there is no certain pattern, but it can be divided into the following common types referring to Chapter 2: Horizontal, Vertical, Round, Conformal, Ladder, Staggered Form, form of grass row, form of concentration, form of correspondence, form of repetition, form of pictogram, form of axis, etc. The various forms can be used in combination with each other in addition to being used alone, and more layouts can be developed in the actual layout.