The text content of packaging and decoration mainly includes the following aspects:
Basic text: packaging brand, product name and manufacturer name. Generally arranged on the main display surface of dishes, the name of the production enterprise can also be arranged on the side or back. Brand name fonts are generally standardized, which is helpful to establish product image. Names and words can be modified and changed.
Data text: Data text includes product composition, capacity, model, specifications, etc. The layout is mostly on the side, back and front of the package. The design should use printed fonts.
Description: Description of product use, usage, maintenance, precautions, etc. The text content should be concise and the font should be printed. Generally not arranged on the front of the package.
Advertising text: this is the advertising text to promote the characteristics of the content. The content should be honest, concise, vivid, confusing and wordy, and the layout should be changeable. However, advertising text is not necessary.
First, the packaging font design
China's calligraphy font has a good expressive force, which embodies different personality characteristics and is a vivid language in packaging and decoration design.
Printed fonts are clear and easy to argue, and are more commonly used in packaging. Chinese character printing is mainly used for packaging, such as old song style, black body, complex, round black body and so on. Different formats have different styles, which play a very good role in expressing different commodity characteristics.
Decorative font is the most widely used font in packaging and decoration design. There are various forms of decorative body, and its changes mainly include shape change, stroke change, structure change and image change. Effective selection should be made according to different commodity contents.
The following points should be paid attention to when choosing fonts in packaging design:
Font space modulation embodies the attribute characteristics of content.
Font application has good recognition and readability, especially the use of calligraphy style. In order to avoid the general consumers' incomprehension, we should make adjustments and improvements to make it popular with the public without losing its artistic taste.
Note that the font style of the same name and content should be consistent.
In addition to Chinese characters in packaging design, the packaging of export commodities or the design with packaging characters at home and abroad will inevitably involve the use of foreign languages. Among them, Latin characters are most involved in packaging. This kind of writing is characterized by word formation with letters. Twenty-six letters can be divided into uppercase letters and lowercase letters.
Second, the layout design of packaging text
Besides font design, the arrangement of packaging characters is another important factor to form the packaging image. The arrangement should not only pay attention to the relationship between words, but also pay attention to the relationship between lines and groups. The arrangement of characters on the package in different directions, positions and sizes is considered as a whole. Therefore, it can produce richer form changes than ordinary book binding and advertising text arrangement.
Besides paying attention to the adjustment of thickness, spacing and area, there should also be obvious differences between row spacing and spacing. Generally, the standard word arrangement is that the line spacing is four-thirds of the word height, and the relationship between words with decorative changes can be flexible.
The basic requirement of packaging text layout design is to grasp the layout focus as a whole according to the attributes of the content and the priority of the text itself. The so-called focus does not necessarily refer to a certain part, but can also be a trend or characteristic of arranging the overall image.
As far as the changes of arrangement forms are concerned, they can be varied and there is no certain pattern, but according to the second chapter, they can be divided into the following common types: horizontal arrangement form, vertical arrangement form, circular arrangement form, conformal form, stepped form, staggered form, grass arrangement form, centralized form, corresponding form, repetitive form, image form, axial form and so on. In addition to being used alone, various forms can also be used in combination with each other, and more arrangement forms can be evolved in actual arrangement.