Today, with economic globalization, packaging and commodities have become one. Packaging, as a means to realize the value and use value of commodities, plays an extremely important role in the fields of production, distribution, sales and consumption. It is an important subject that the corporate world and design have to pay attention to. The function of packaging is to protect commodities, convey product information, facilitate use, facilitate transportation, and promote sales. As a comprehensive subject, packaging has the duality of combining goods and art. Successful packaging design must have the following five points: shelf impression, readability, appearance pattern, trademark impression, and functional characteristics.
Packaging design refers to the selection of suitable packaging materials and the use of ingenious craftsmanship to design the container structure and beautify the packaging design for the packaged goods. You can see the three major components of packaging design.
Form factor
The shape element is the shape of the product packaging display surface, including the size, size and shape of the display surface. There are three kinds of forms we see in daily life, namely natural form, artificial form and accidental form. However, when we study the form of products, we must find a form suitable for any nature, that is, to extract the common regularity, called the abstract form.
We know that the form composition is the shape element, or this form element, is a variety of ever-changing forms formed by a certain method and law. Form is composed of several elements such as point, line, surface and volume. The main forms of packaging are: cylinders, cuboids, cones, various shapes and combinations of related shapes, and the novelty of the various forms of packaging formed by different cuts is very important for the visual guidance of consumers. The unique visual form can leave a deep print for consumers. The package designer must be familiar with the characteristics of the morphological elements and their expressions, and use this as the material for expressing the beauty of the form.
When we consider the outline elements of packaging design, we must also understand it from the perspective of the law of formal beauty. According to the form and beauty of packaging design, combining the characteristics of the product's own function, various factors are organically and naturally combined to achieve a perfect unified design image.
The law of form and beauty of packaging elements is mainly considered from the following eight aspects: the law of symmetry and balance, the law of stability and lightness, the law of contrast and harmony, the law of repetition and echo, the law of rhythm and rhythm, the rule of comparison and association, the rule of proportion and scale , The law of unification and change.
Composition elements
Composition is a complete picture that aligns the trademarks, graphics, text and combinations of the product packaging display. The combination of these four aspects constitutes the overall effect of packaging and decoration. Commodity design composition elements trademarks, graphics, text and colors are used correctly, appropriately and beautifully, and can be called excellent design works.
1. Logo design
A trademark is a symbol, a symbolic image of enterprises, institutions, commodities and various facilities. The trademark is a related arts and crafts, which involves various fields such as politics, economic legal system and art. The characteristics of a trademark are determined by its function and form. It needs to express the rich communication content in a relatively simple and general form in a relatively small space, and at the same time requires the observer to understand its inner meaning in a shorter time. Trademarks can generally be divided into three forms: text trademarks, graphic trademarks and trademarks that combine text and graphics. A successful logo design should be the product of organic combination of creative expression. Creativity is to synthesize, analyze, summarize and generalize a certain idea according to the design requirements. Through philosophical thinking, the abstraction is transformed into an image, and the design concept is gradually transformed from abstract evaluation performance into concrete image design.
2. Graphic Design
The graphics of packaging and decoration mainly refer to the image of the product and other auxiliary decorative images.
As the language of design, graphics is to express the internal and external components of the image and convey the information to consumers in the form of visual image. For this purpose, the accurate positioning of the graphic design is very critical. The process of positioning is the process of familiarizing with the entire content of the product, including many factors such as the nature of the product, the meaning of the trademark, the name of the product, and the current status of similar products.
The graphics can be divided into physical graphics and decorative graphics.
Physical graphics: using painting techniques, photography, etc. to express. Painting is the main manifestation of packaging and decoration design. It draws pictures according to the needs of the overall packaging design to serve the goods. Compared with a photo shoot, it has the characteristics of freedom of choice, refinement and generalization. Painting techniques are intuitive and enjoyable, and are a means of publicizing, beautifying, and selling commodities. However, the commercial nature of product packaging determines that the design should highlight the true image of the product and give consumers an intuitive image. Therefore, using the photography industry to express a true and intuitive visual image is the best expression of packaging and decoration design.
Decorative graphics: divided into two expressions, figurative and abstract. Figures of figurative characters, landscapes, animals or plants can be used as the symbolic graphics of packaging to express the contents and attributes of the packaging. Abstract techniques are mostly used for freehand brushwork. Abstract dots, lines, and geometric patterns, color blocks, or texture effects are used to form the picture. It is concise, eye-catching, and has a sense of form. It is also the main expression of packaging and decoration. In general, the figurative form and abstract expression are not isolated in packaging and decoration design, but combined with each other.
The dialectical unification of content and form is a universal law in graphic design. In the design process, according to the needs of graphic content, the corresponding graphic expression techniques are selected to make the graphic design achieve the unity of form and content, creating a spirit that reflects the times and national style. Applicable, economical and beautiful decoration design works are the basic requirements of packaging designers. [next]
3. color design
Color design occupies an important position in packaging design. Color is an important factor to beautify and highlight products. The use of packaging colors is closely related to the concept and composition of the entire screen design. Packaging color requires flatness and uniformity, which is highly summarized by color filtering and refining. It is based on people's association and color habits, and a high degree of exaggeration and color change is a means of packaging art. At the same time, the color of the packaging must also be subject to the restrictions and limitations of craftsmanship, materials, uses, and sales regions.
The color requirements in packaging and decorating design are eye-catching, with strong contrast and strong attraction and competitiveness to evoke consumers' desire to buy and promote sales. For example, foods and bright and rich colors, mainly warm, highlight the freshness, nutrition and taste of food; medicine and simple warm and cold colors; cosmetics commonly used soft midtones; hardware, machinery tools commonly used blue, black and Other calm color blocks indicate solid, precise and durable characteristics; children's toys are commonly used in bright and vivid colors and strong contrasts between warm and cold colors to meet children's psychology and hobbies; sporting goods use bright colors Blocks to increase the sense of activeness and exercise ... Different products have different characteristics and attributes. Designers should study the habits and hobbies of consumers and the changing trends of international and domestic popular colors in order to continuously enhance the sociology and consumer psychology awareness of colors.
4. Text design
Words are symbols that convey ideas, exchange feelings and information, and express the content of a certain topic. The brand name, product name, explanatory text, advertising text, and manufacturer, company, or distribution unit on the product packaging reflect the essential content of the packaging. When designing packaging, these words must be considered as part of the overall design of the package.
The main points of the text design in packaging and decoration design are:
The content of the text is concise, true, vivid, easy to read and easy to remember; the font design should reflect the characteristics, nature, uniqueness of the product, and have good recognition and aesthetic functions; the layout of the text and the overall design style of the packaging should be harmonious.
Material elements
The material element is the texture and texture of the surface of the material used for 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 commodity packaging. Packaging materials, whether they are paper materials, plastic materials, glass materials, metal materials, ceramic materials, bamboo materials, and other composite materials, have different texture effects. The use of different materials and proper combination of configuration can give consumers a different feeling of novelty, coldness or luxury. Material elements are an important part of packaging design, which directly affects the overall function and economic cost of packaging, production and processing methods, and recycling of packaging waste.
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