Packaging is a comprehensive reflection of brand philosophy, product characteristics, and consumer psychology. It directly affects consumers' desire for purchasing. We are convinced that packaging design (product packaging design, food packaging design, daily chemical packaging design, etc.) is a powerful means to build product and consumer affinity. Today, economic globalization, packaging and commodities have been integrated. Packaging, as a means to realize the value of goods and use value, plays an extremely important role in the fields of production, circulation, sales and consumption. It is an important issue that the business community and design must pay attention to. The function of packaging is to protect goods, convey product information, facilitate use, facilitate transportation, promote sales, and increase product added value. As a comprehensive discipline, packaging has the dual nature of combining goods and art. Successful packaging design (product packaging design, food packaging design, daily chemical packaging design) must have the following five key points:
Shelf Impression Readability Appearance Logo Trademark Impression Feature Description Packaging design refers to the use of appropriate packaging materials, the use of clever techniques, packaging products for container structure modeling and packaging of landscaping decoration design. From this you can see the three major components of packaging design.
Form Factor The form factor is the appearance of the product packaging display surface, including the size, size and shape of the display surface. There are three kinds of forms that we see in daily life: natural form, man-made form and sporadic form. However, when we study the morphological composition of a product, we must find a species that is suitable for any kind of nature, that is, draw out the common regularity and call it an abstract form.
We know that the morphological constitution is the shape factor, or this is the morphological element. It is the ever-changing pattern formed by certain methods and laws. Form is composed of several elements: point, line, face, and body. The main forms of packaging are: cylindrical, cuboid, conical and various shapes, as well as the combination of related shapes and the novelty of various forms of packaging formed by different cuttings are very important for the visual guidance of consumers. The role of strange visual forms can leave deep printing for consumers. The packaging designer must be familiar with the characteristics of the morphological elements and their expressions, and this should be used as a material for expressing beauty.
When we consider the outline elements of packaging design, we must also understand it from the perspective of formal beauty rules. In accordance with the form of packaging design, the United States and the United States combine the features of the product's own functions, organically and naturally combine various factors in order to obtain a perfect and unified design image.
The formal rules of the form factor of packaging are mainly considered in the following eight aspects:
Symmetry and Equilibrium Rule Stability and Lightweight Law Comparison and Reconciliation Rule Repetition and Response Rule Rhythm and Rhythm Rule Comparison and Co-ordination Scale and Scale Rule Uniformity and Change Rule Composition Element Composition is the trade mark, graphic, text, and composition of the product packaging display surface. A complete picture together. The combination of these four aspects constitutes the overall effect of packaging and decorating. Commodity design composition elements Trademarks, graphics, text, and colors are used correctly, appropriately, and aesthetically, and they can be called excellent design works.
1. Trademark design Trademarks are symbols that symbolize the image of companies, institutions, goods and facilities. Trademarks are a kind of arts and crafts related to politics, economic legal system, and art. The characteristics of a trademark are determined by its function and form. It wants to convey rich content in a simpler and more general form in a relatively small space. At the same time, it requires the observer to understand its inner meaning in a relatively short period of time. Trademarks can generally be divided into three forms: trademarked, trademarked, and textual. A successful trademark design should be the product of the organic combination of creative expression. Creativity is based on design requirements, a certain concept of synthesis, analysis, induction, summary, through the philosophy of thinking, the abstraction of the image, the design concept from the abstract assessment of the performance of the gradual transformation of the specific image design.
2. Graphic design Packaging and decoration graphics mainly refers 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:
Use painting techniques, 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 technique is intuitive and enjoys rich taste. 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 it should give the consumer an intuitive image. Therefore, using the photographic industry to express a true and intuitive visual image is the best expression of packaging and decoration design.
Decorative graphics:
Divided into figurative and abstract two ways of expression. 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 the 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 national style. The applicable, economical, and aesthetic design work is the basic requirement for packaging designers.
3. Color Design 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. At the same time, the color of the package must also be limited by the processes, materials, uses, and sales regions.
The color of packaging and decoration design requires eye-catching, contrastive, strong attraction to the country and competitiveness, in order to arouse the desire of consumers to buy and promote sales. For example, foodstuffs and rich, rich colors, mainly in warm colors, highlighting the freshness, nutrition and taste of foods; medicines and pure cold and warm colors; soft and often used midtones in cosmetics; hardware and mechanical tools commonly used in blue and black and Other clumsy color blocks represent solid, precise and durable features; children's toys are commonly used in vibrant colors and contrasting blocks of color in order to meet children's psychology and hobbies; sporting goods use brighter colors Blocks, to increase the feeling of active, sports ... ... different products 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.
4. Text design Text is a symbol that conveys ideas, exchanges feelings and information, and expresses the content of 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.
The main points of the text design in packaging design are:
The text is concise, real, vivid, easy to read and easy to remember;
Font design should reflect the characteristics, nature, and uniqueness of the goods, as well as good identification and aesthetic functions;
The overall design style of writing and packaging should be harmonious.
Material Elements Material elements are the texture and texture of the surface of the material used in the product packaging. It often affects the visual effects of product packaging. Using the surface change or surface shape of different materials can achieve the best effect of product packaging. Packaging materials, whether paper materials, plastic materials, glass materials, metal materials, ceramic materials, bamboo materials, or other composite materials, have different texture and texture effects. The use of different materials and proper combination and configuration can give consumers different feelings such as novelty, cold or luxury. Material elements are an important part of packaging design. It directly affects the overall function and economic cost of packaging, production and processing methods, and recycling of packaging waste.
The use of color in packaging design Modern society, people are dealing with goods almost every moment, the pursuit of fashion, experience consumption has become a culture, it includes all aspects of human life clothing, food, use, travel, reward, reflect People’s pursuit of high quality of life has become increasingly strong. When we entered the market and supermarkets, various kinds of products were displayed in beautiful shapes and bright colors. We were in front of us in a colorful background, as if we were scrambling for dialogues and exchanges with us. We were scrutinized and careful. When you enjoy products with unique shapes and wonderful colors, you are more attracted to those packaging with strong colors. This is the role of color, because the color has a strong sense of visual connotation and expression on modern commodity packaging.
Through long-term life experiences, people have intentionally or unintentionally formed the ability to judge and feel objects based on colors. The color that is not there gives people an unpleasant visual psychological feeling. It will not only enhance consumer's aesthetic pleasure, but also stimulate consumer's judgment and purchase confidence, enrich their imagination, and also cultivate the customer's busy mind. It truly makes us feel the value and strength of packaging design color.
As we all know, people's attention depends on the role of light, observing the beginning and color of the target object, and understanding the objective existence. If there is no light, people's visual activity will disappear, of course, it does not matter color. Absent objects have different absorptivity and reflectivity. Therefore, different colors are produced. Among all objects, black objects can absorb seven colors, while white objects reflect all seven colors. This is the reason why black and white lose their color appearance compared to other colors and form their own unique achromatic attributes.
This article talks about color from the point of view of packaging design. It is not a discussion about the so-called physics knowledge of optics, electromagnetic waves, and wavelengths, but it focuses on the hue, brightness, purity, color psychology, etc. of the colors based on the theory of design chromatics. Study of issues. In the sea of ​​commodities, packaging design constantly changes its techniques, forms of innovation, and personality characteristics, with particular emphasis on the attributes of color and the use of color. The attributes of color are not static, and the changes among these elements provide ample space for the comparison of design colors and the application of harmony.
In many of the packaging design of goods, all of them are able to attract the attention of consumers with the utmost speed, eye-catching and pleasing. Rich colors convey a variety of different tastes, showing different quality styles and decorative charm. Pursuing the design language is purely the designer's pursuit. They use a more rational and unique perspective to strive to get rid of the noisy, complicated, colorful and colorful techniques in the popular design. Actively seek the rationality and simplicity of color design. For example, the Japanese designer Ginza Fujita designed "Japanese gin", making full use of the attributes of achromatic colors. Through the design arrangement of gold characters on the transparent body container, under the influence of light and shadow, the design is outstanding. The design is highly condensed and summarized, pushing the design to the extreme, as if it were a bright pearl among many commodities. The choice and combination of colors is very important in packaging design and is often the key to determining the pros and cons of packaging design. Pursuing the harmonization, refinement, and simplicity of packaging colors is essentially to avoid the excessive use of color on packaging. The colorfulness and prosperousness of the world may not be pleasing to the eye, but it may give people a slick impression and make people feel dazzled. Appropriate use of simple color language can better reflect the designer's ability to control color and maximize the potential of color. Under the influence of minimalism, from the shackles of the traditional colors, combined with the modern packaging design theory and the attributes of the goods, the packaging designed using gold, silver, black, white, and gray in achromatic color is more The eternal beauty of the goods. The special nature of the achromatic system provides a stage for the packaging of many products. For example, the packaging designed by “African vodka†by Jens Assisi has nothing to be found in the shape of the container itself. The designer boldly selected five colors to reveal a strong metal texture. The white shield is placed in the center of the graphic to open the label against the background of other achromatic colors, and the information characteristics of the product are more concentrated. The entire product looks solemn and elegant and of superior quality.
The use of metallic colors in the design helps to enhance light and shadow effects, and can enrich changes in space and levels. Because gold and silver have a strong reflective ability and keen characteristics, under different angles and different light and shadow effects, showing different color effects, proper use will enhance the product's brilliant, advanced and mysterious. Its sharp changes in light and shadow can reflect the gorgeous, precious, and active impression of the packaging of goods. The simple extraction and application of achromatic color help to strengthen the characteristics of the product, help improve the quality and grade of the product, and enhance the sense of the times and personality of the product.
There are color systems that have distinctive appearance attributes, and gold, silver, black, white, and gray in the achromatic system also have a certain color meaning. In fact, achromatic color has already formed its own full-color nature in people's minds, and it is accepted by people. It is called the eternal fashion color. When examining black, white, and gray alone, black symbolizes silence and silence, which means evil and ominousness. It is considered to be a negative color. White's solid and evil emotions are neither quiet nor irritating. It is generally regarded as a symbol of quietness, purity, and purity. When black and white are mixed, gray is also produced. Gray is neutral and lacks independent color characteristics. Therefore, grey monotoneness and dullness do not emphasize light and darkness. However, if the gray color is evil, it will give people an implicit, Soft, advanced, refined, intriguing. Of course, in many packaging designs based on achromatic color, there are often some colors with higher purity. Their presentation on the one hand and the achromatic color form a certain contrast effect, on the other hand, it is to enhance the color of the subject. The interaction between the five colors and the colored ones is undoubtedly a very important means for enriching the color effect of commodity packaging.
Packaging design is based on constant trial and exploration. Pursue the beautiful feelings of human life. Color is extremely valuable. It has the most direct and important impact on our expression of thoughts, interests, and hobbies. Grasping colors, feeling design, creating beautiful packaging, and enriching our lives are what we need in this era. The packaging of achromatic design is like the quietness of the dust and noise. Its elegance, simplicity, and calmness make people enjoy sour, sweet, bitter, spicy, salty, and aftertaste another refreshing and elegant fragrance, they are not obvious. Indisputable attribute features will exude eternal charm in packaging design.
Packaging design is a combination of fine arts and natural sciences. It is applied to the protection and beautification of the product packaging. It is not a broad "art".
It is not a pure decoration, but a multi-functional embodiment of comprehensive elements including science, art, materials, economy, psychology, and market.
The main role of packaging is twofold: one is to protect the product; the other is to beautify and promote the product. The basic task of packaging design is to scientifically and economically complete the product packaging design, structure and decoration design.
(1) Packaging Design Packaging design, also known as body design, mostly refers to the shape of the packaging container. It uses aesthetic principles, through the changes in form, color and other factors, will have a packaging function and appearance of the packaging container shape, in a visual form. The packaging container must be able to reliably protect the product, must have a good appearance, and must also be economically appropriate.
(2) Packaging Structure Design The packaging structure design is based on the basic functions and practical conditions of packaging, such as protection, convenience and reusability, and the design of the external and internal structure of the packaging based on scientific principles. A good structural design should be based on the effective protection of commodities as the primary function; secondly, it should consider the convenience of using, carrying, displaying, and shipping; and it should also consider the ability to reuse and display the contents.
(3) Packaging and decoration design Packaging and decoration design is based on patterns, characters, colors, reliefs and other art forms, highlighting the characteristics of the product and image, and strive to shape sophisticated, novel patterns, bright colors, clear text, decorate and beautify products to promote products promotion of. Packaging and decoration is a comprehensive science. It is not only a practical art, but also an engineering technology. It is an organic combination of arts and crafts and engineering technology, and considers marketing, consumer economics, consumer psychology and other disciplines.
An excellent packaging design is an organic unity of packaging design, structural design, and decoration design. Only in this way can we fully play the role of packaging design. Moreover, the packaging design not only involves the two major academic fields of technology and art, it also involves many other related disciplines in their respective fields. Therefore, to get a good packaging design, it is necessary to work hard.
The three-dimensional knowledge of packaging design is known to designers before they start planning packaging designs. The beautification of packaging is a graphic design attached to the three-dimensional surface of the packaging. It is the external visual image of the packaging, in which product-related texts, product images, and merchandise can be imported. Place of production and visual image representation and other elements. Some packaging surfaces themselves are a manifestation of product information. However, as the basic packaging, it is a partial image of the six surfaces. Similarly, the design of the container label not only focuses on a label design, but also concerns the shape of the label and the container, and the relationship between the label and the label. So the design of visual packaging for packaging is somewhat similar to advertising design in some aspects. And it also pays attention to all other aspects, so that the entire package forms a whole.
First, the design of the main display surface If a carton package has six faces, usually five faces need to be designed (the relative design of the bottom face is very low). One container has one or three stickers, up to five or six. They are not treated equally. With the different exhibition areas, the main exhibition design is decided in order to attract consumers' attention. The main exhibition is to face consumers at the most, and by means of their positioning, the name of the trademark, the image of the product, the position of the manufacturer, etc., will be taken into account. Because the area of ​​the main exhibition is relatively small, and at the same time it is a product image, the picture of the decoration should quickly introduce the goods to the consumers, and be directly represented by words and close-up images. In the first category of similar products that enter the consumer's main face, there are often eye-catching brand names and trademarks; there is a moving picture, which depends on the actual conditions of the goods. Sometimes the method of opening the skylight can be used to directly display the image of the product and increase its publicity. In packaging design. The main exhibition played a leading role in conveying product information.
Second, the overall package design However, the main exhibition packaging should also be isolated, in the packaging, it is still a local, an important part. Packaging is a three-dimensional object, people see the packaging is multi-angle, in considering the main exhibition at the same time, we must consider the relationship with other faces. Consider the overall image of the entire package. Through the way of coherence, repetition, echoing, and segmentation between text, graphics, and color, the overall composition is formed.
1, a carton packaging, its front and back sides become the main exhibition. However, if the lateral width is equal to the main surface, the same design is sometimes used. Become exactly the same "main exhibition", no matter what the angle has been a unified feeling.
2. Mainly on the positive side and the negative side, the side shows the descriptive texts such as the composition, function, weight, and instructions for use, shelf life, batch number of each competent department, etc. From the formal elements and the constituents, they must be connected and differentiated, produce rhythmic changes, and reflect the guarantee of science and quality.
3, arranged in an image, text, graphics, and colors across the surface, connecting several faces as a subject, a large “main exhibitionâ€, and the picture of each face is also complete. This kind of design uses a combination of different surfaces to form a large advertising screen in the display of a store, achieving strong visual effects and propaganda.
4, the color design of the label can not be separated from the relationship with the container, can not be separated from the relationship between the label, can not do without the relationship with the top cover. Pursue the consistency of the background color of the label and the color of the container, highlight the name of the brand and the graphics. On the white container of women's cosmetics, with white stickers, with elegant line borders, elegant black fonts, clean and elegant; and black brandy, accompanied by black stickers, emphasizing the color of the stickers and containers In contrast, the use of gold, silver, white, black, and other relatively saturated colors in the background of the label contrasts with the brightness and hue of the container, resulting in a strong, lively effect. It is also a way to print names and trademarks directly on containers.