For packaging design, visual communication skills are a very important topic. In addition to the basic principles of conciseness, novelty, and practicality, he must also pay attention to various considerations, such as market, display methods, size, market competition, and most realistic cost considerations. As for the important factors of visual communication around the packaging, designers have to consider it in depth.
Because packaging involves three-dimensional issues, the issues considered in visual communication are more restrictive than the general graphic design, but generally there are three major performance issues in terms of text, color, and graphics. . Here's a recap of the three major performances:
(1) Text
Text is the basic symbol for recording and expressing emotions and communication ideas between people. It is the most direct and effective visual communication element. Through a great deal of printing, the message to be conveyed can be disseminated. Packaging is the most direct and largest sales promotion method in product marketing. Therefore, whether the use of text in packaging design is appropriate or not is a key factor in whether packaging can achieve sales promotion tasks.
The text itself evolved through long-term tempering. It itself possesses the beauty of pictographic and artistic atmosphere. Therefore, if the packaging designer can use the words well, the light is only through the arrangement and change of words and characters, and the Flexible use can create a great design. Since the text can be said to be an indispensable constituent element of each package, the package designer must have individual knowledge, that is to do a good job of packaging, must first control the text.
If you want to control the text, designers may have to understand the characteristics of various fonts, so that you can choose the appropriate font for the characteristics of the product. In addition to the need for in-depth understanding of existing font features, designers can also create new-style fonts based on the characteristics of the product to attract customers' attention and achieve sales goals.
(2) Color
Color can directly stimulate people's vision, can make people's emotions change, indirectly affect people's judgments, and therefore, color has become one of the key factors affecting the success of packaging design.
A good package must be visually pleasing to capture the consumer's attention so that it will be an excellent salesperson, whether in the supermarket or in advertising or print. Therefore, for packaging designers, how to use the characteristics of color to shape the visual transmission power of goods and change people's emotions has become the focus of the study of color issues.
First of all, designers must have a wealth of color knowledge to understand the basic elements of color, color symbolism, legibility, suggestiveness, recognition, the feeling given by various colors, and the visual stimuli of color itself. ..and many more. If the packaging designer can integrate the basic knowledge of color, it will be able to design a most visually stimulating package for the product.
(3) pattern
In packaging, the most common method of representation of patterns is expressed in [concrete graphics] and [abstract graphics]. The biggest purpose of packaging is to sell the contents (commodities) that are packaged, so basically let consumers know what they are buying. At this time, if they only express themselves through words and colors, they seem to be less realistic. The product will be described in detail with realistic, pictorial, and emotional expressions. In order to express its true feelings, the presentation of figurative graphics will usually be expressed in photography or illustration techniques.
In the performance of [abstract graphics], it is through its calm, rational and strong visual impression that it gives consumers a strong impression and makes the goods themselves show a unique style in the packaging of colorful goods. The type of pattern to be expressed depends on the consumer's appeal of the product itself and the positioning and characteristics of the product itself.