Analysis of Visual Elements in Modern Packaging Design
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The original purpose of packaging is to make the goods not damaged during transportation and easy to store. Modern packaging, in addition to accomplishing these basic purposes, has gradually become an integral part of the product. With the intensification of commodity competition and the increasing demand for personalized goods, the role of packaging has become increasingly apparent. Excellent packaging design can increase the value of goods, induce consumers' desire to purchase, and with the popularization of the distribution mechanism of supermarkets, customers choose to shop by themselves, and the charm of product packaging design becomes an important factor to promote purchase. For consumer consumables, the promotional effect of packaging is particularly evident.
The visual design of the package is identical and similar to other visual communication designs in the design methodology and steps. Packaging design must also be based on market research, from the three aspects of the producers, commodities and sales objects of the goods, select the appropriate packaging materials, first design the packaging structure, and then according to the appearance of the packaging structure, the text The design of visual elements such as logos and images, so that the information content is fully accurate, the appearance of the image is eye-catching, and the brand's personality is rich.
First, the integrity of the design language expression
The visual elements in packaging design are the sum total of styling, composition, color, patterns, patterns, and fonts. The shape determines the skeleton of the package, the composition reflects the image style of the package, the color represents the mental appearance of the package, and the font directly reflects the essence of the content of the package. Therefore, the composition, color and font of the packaging design should be conceived at the same time, complement each other, achieve styling function, special composition, ideal color, text visualization, and meet the scientific and practical, aesthetic and low cost of packaging. Four conditions of competitiveness. Successful packaging design can often achieve three effects: far-effects are eye-catching; near-effects are fascinating; long-lasting effects - impressive. At the same time, successful packaging design must have five basic points: 1 shelf impression: good design can make goods on the shelf to attract customers strongly; 2 readability: the text on the package should be clear and easy to read Product description should be simple and straightforward, at a glance; 3 Appearance pattern: Appearance pattern should be beautiful and generous, eye-catching, metaphorical and artistic to be successful; 4 business impression: trademark should be simple and clear, you can be impressed at first glance ; 5 Functional characteristics Description: The function, characteristics, opening method, and precautions of the product should also be expressed in simple and clear pictures. With the above five basic points of design, consumers will love it. Therefore, in the process of packaging design, we must first pay attention to the overall relationship of designing each element.
Second, the text in the design
The text on the package includes the brand name, product model, specification component, quantity batch number, use maintenance, usage method, production unit, and pinyin or foreign language. These are important parts that introduce indispensable items such as chemicals, instruments, medicines, and food. Mechanical, cultural and educational supplies are mainly identified by words, indicating that the text is an important part of the packaging.
As a decorative technique, text has the meaning of beautifying goods in design, and it should be based on the characteristics of goods. The decorative processing of the text is different. It is easy to evoke the resonance, imagination and memory of the customer by combining the goods. If used properly, it can win by the skill and make people feel unique. As long as the reasonable design according to the characteristics of the product, whether combined with other forms or used alone, can show the packaging personality and all kinds of new ideas.
Our great Chinese nation has thousands of years of cultural heritage, and traditional Chinese calligraphy is an art in itself. In recent years, many works in China as the main body of packaging design have also been successful, especially in the category of indigenous products and special gifts. They are decorated with Chinese calligraphy, and some with seals and ancient paintings, which strongly show the national style. Looking at the Japanese packaging design, we can see that calligraphy packaging is also popular in Japan. All in all, the function of text decoration should be fully mobilized to enhance and enrich the design.
Third, the use of commercial photography
Commodity packaging should not only clearly outperform competitors on the shelf, but should also quickly reflect the content of the product. In food, glassware, ceramics, fine work, toys, etc., people are paying more and more attention to the "realistic" image, and customers are eager to see through the packaging, the actual product image at a glance. If the packaging does not work, the customer will not pick it out, that is, if the contents of the package are not displayed in an appropriate manner, the product is left unattended.
Packaging design using commercial photography in the modern international market is increasing. It conforms to the emergence and development of self-service sales methods in the international market, conforms to the customer's request to "real" understanding of the product's psychology, and complies with the requirements of socialized large-scale industrial production. The picture of the packaging design has an intuitive, fast and accurate reflection of the intrinsic material, and the perfection of its image, texture and color, even beyond the original product. Modern technology and the ever-evolving electronic plate-making process have provided a higher material means for packaging visual communication design than the realistic expression of things, coupled with the clever design of the design, so that the product package. The dress is more attractive.
Fourth, the abstract picture in the design
The use of abstract design techniques to express the contents of specific commodities such as cigarettes, medicines, soaps, toothpaste, washing powder, mineral water, condiments, and saline has become a prominent feature of modern packaging design in the world. The abstract graphic packaging, which is rich in modern beauty and has a strong sense of form, is easy to accept. Even if there are some products that can be represented by graphic expression, the designer often adopts abstract design in order to pursue the difference of visual effects and modern aesthetics of packaging.
With the development of science and technology, computers have been widely used in various fields. The special effects of various special rules and irregular geometric patterns produced or presented by these modern technical means have an unusual geometric sense. Regular color block feeling, special three-dimensional sense, far-reaching sense, etc., use this abstract language to create a special visual effect with some visual effects that are both imagery and non-like, and visually represent electric waves, sound waves, frequencies, amplitudes, and energy. The gathering, the combination and decomposition of matter are invisible things. In order to achieve the "visual perception" of expressing the connotation of goods.
Of course, abstract graphics also have a purely decorative effect on the packaging, but generally have a certain meaning. In addition to giving people a modern aesthetic, it also creates an effect that is subtle and artistic, can produce associations related to commodities, and successfully express the intrinsic meaning of goods.
5. Painting, cartoon, and exaggerated deformation techniques in design
With the development of packaging design, is there any practical value in the packaging of painting, cartoon, and exaggerated deformation techniques that have been used in the past? Especially in today's increasingly high level of commercial photography and plate-making printing, modern packaging design seems to lack the vivid color photos. . It seems that the form of painting has lost its practical utility. However, browsing the status quo packaging of countries around the world, including some brand-name packaging, is still making full use of the broad imagination and expressive power of painting, cartoon, and exaggerated deformation techniques to pursue the specific themes and individual characteristics of some commodity packaging. In some foreign alien toy packaging, the characters imagined in the spaceman's game machine packaging, ancient heroes, strong people and other images can not be expressed through photography and other forms, but can only be expressed by means of painting. At the same time, the form of painting is not restricted by mechanical conditions, and is not restricted by time and space. It has various flexibility, and it can be highly realistic (using realistic methods of various paintings), highly simplified, and exaggerated. Give full play to the designer's creative ability according to the content needs of the product and the needs of the design concept. And the expressive power of various artistic techniques can be obtained with a wide variety of visual effects.
Sixth, color processing in the design
When customers enter the mall to purchase products, the color often comes into the first sight, beautiful and decent colors, can better promote products, beautify the environment, and cultivate people's hearts, this is the power of color. The use of packaging color is closely related to the concept and composition of the entire screen design. The color of the package needs to be flattened and leveled. This is a filter, refinement and a high degree of generalization of color. It is required to exert a larger imagination on the basis of general visual color. It is based on people's connection and color habits, and is highly exaggerated and discolored. It is a specialty of packaging art. At the same time, the color of packaging design must be restricted by the process, materials, use, sales place and so on.
The main color of the packaging design should be considered according to the content. The inherent color of the product can be used as the starting point, and the method of strengthening or weakening, or contrasting or blending, can be used to better highlight the propaganda effect of the product and enhance the competitiveness of the product. .
It is quite common for the packaging screen to be treated with the background color as the main color. The other colors on the screen should be properly arranged according to the main tone. The color tone processing of each battle will inevitably lead to disorderly ills, which will not highlight the theme and lose the overall sense. Especially when there is contrast color on the screen, it is necessary to pay attention to the two contrast colors, the area size should not be too consistent, and the purity or brightness should not be too close, so that it can reach the existing contrast (including hue, brightness, purity contrast). There is also a sense of unity. Sometimes when it is not suitable to reduce the contrast between the contrast colors, it can also be treated with a neutral color such as black, white, gold, silver, gray, etc., which not only maintains the comparative color contrast, but also achieves a harmonious and unified effect.
The uniqueness of packaging design is closely related to market competition. In the product marketing business, in addition to the role of advertising, it is very important to distinguish the uniqueness of product packaging design from other products, and play a very important role of “self-promotion” in the whole transmission. In essence, packaging design is delivered through people's vision. Visual elements and design languages are universally available, and as the times progress, the level of transmission of visual elements and design language is increasing, especially in countries with higher levels of culture and development. The text is used as an advertising word, and modern technology has enabled people to pass the image directly and quickly. On the one hand, consumers are becoming more and more knowledgeable, and their living standards are constantly improving, which makes people demand more choices of flowers and colors; on the other hand, the vast number of products on the market make consumers feel overwhelmed. For designers, it is necessary to study the delivery of packaging more accurately, quickly and simply. The design effect should be immediate, so that their product packaging can quickly “close” to consumers to help manufacturers attract more customers. To understand the psychology of customers in the market, predict how consumers can identify "this" and "that" products on the appearance of packaging, and have visual design elements that can be touched by visual elements and design language.