Keywords: packaging design; Graphic language; visual communication
The graphic language in packaging design uses the intuition, richness and vividness of graphic elements in visual communication to accurately convey the content and information of goods to consumers, and with the help of the visual attraction of graphics, it causes consumers' psychological reaction, thus guiding purchasing behavior. Graphic language in packaging design often constitutes the main part of the overall image of packaging, which makes the product image have personality beauty and aesthetic taste and strengthens the promotion function of products. Good packaging products can communicate silently through visual language, without words. It can transcend geographical restrictions, break through language barriers and integrate cultural differences, thus achieving the artistic effect of silent infection. This paper discusses the classification, expression forms and basic principles of graphic language in packaging design, and explains how to make use of the expression forms of graphic language to leave a complete and profound impression on people in an instant, so that the information of packaging products can be transmitted to consumers accurately and quickly.
1 Classification of graphic elements in packaging design
There are various graphic elements in packaging design. Through these different forms of graphic languages, certain information can be conveyed, thus enhancing consumers' impression of products. The graphic language on packaging is mainly divided into product image, raw material image, logo graphic and symbol graphic.
The physical image of a product is to directly show the image of the product on the packaging, and visually express the aesthetic feeling of the product through photography or realistic illustrations, so that consumers can directly understand the shape, color and quality of the product from the packaging; Raw material image refers to some processed goods whose raw materials can't be seen from the appearance, but these goods use distinctive raw materials in the manufacturing process. In order to highlight this point, the image of raw materials, such as orange juice drinks, is displayed on the packaging. The main picture of the screen is orange and apple juice drinks, and the main picture of the screen is apple, as shown in Figure L. This kind of graphics is mostly used in food, drinks and other commodities, which helps consumers to understand the product characteristics, and is easy to distinguish and purchase. Using the product brand logo as a graphic on the packaging can emphasize the credibility of the brand and the quality of the product. Marks represent the reputation of enterprises and the quality of products to a great extent. The enterprise connotation of producing goods. In brand-oriented packaging design, logo graphics are more eye-catching and intuitive, and they can all be graphic images on packaging, as shown in Figure 2. In packaging and decoration design, when composing the logo graphics of product brands, we should properly handle their respective proportions, and we should not enlarge or shrink them at will simply for the needs of composition; Symbolic graphics are expressed by means of metaphors, metaphors, symbols, etc., using images that have nothing to do with the content of goods, highlighting the character and efficacy of goods. In the case that the product itself is not suitable for intuitive expression or has no characteristics, this expression can enhance the image characteristics and interest of product packaging.
Packaging designers should be good at using the above graphic elements to design packaging according to the needs of different consumers and the content of goods, and then accurately express the attributes of goods. When using these graphic elements, we should pay attention to the contrast and unity of visual elements between graphics and words, graphics and graphics, and graphics and colors, so as not to make the connotation of graphics contradict the content to be expressed, or give people an irrelevant feeling.
2. Representation of graphic language in packaging design
There are various forms of graphic elements, and each creator's expression language is different, so different techniques will produce different effects. Generally speaking, there are two ways to express graphic language in packaging design: concrete graphics and abstract graphics.
2. 1 Representation of Symbolic Graphics
The representation of figurative graphics refers to the realistic and descriptive representation of the images of natural objects and man-made objects, so that people can understand what it expresses at a glance, and its characteristic is that it is easy for people to directly identify and associate with known experiences. This expression can best explain the products in the package and emphasize the realism of the products. Photographic pictures and drawing graphics are usually the main means to express specific images.
In packaging design, photographic images can convey commodity information intuitively and accurately. Because they can truly reflect the shape, material and quality of goods, vivid images and rich color levels, they are more and more widely used in packaging. In addition to photo representation, photographic graphics can also be processed in various special ways, such as darkroom technology and cg animation processing, to form various graphic forms. Moreover, it can also reproduce the scenes of goods in the process of consumption and use, so as to publicize the characteristics of goods, highlight the image of goods and promote consumers' desire to buy; The painting technique is intuitive and interesting, and it is a good means to publicize, beautify and sell goods. There are ink painting, watercolor painting, sketching, gouache painting, crayon painting, acrylic painting and other expression techniques, which can be designed and created according to the characteristics of packaging products. The painting technique is different from the commodity packaging of pure painting, which can reflect the commercial atmosphere; Also different from photography, there is more freedom to choose, refine and summarize.
2.2 the expression of abstract graphics
Abstract figure refers to a figure with indirect appeal, which is composed of changes of points, lines and surfaces. Although abstract graphics have no direct significance in the performance of packaging pictures, they can also convey a certain sense of information. The changes of abstract points, lines and surfaces can be used as a means of associative expression to guide the viewer's associative feelings. Abstract graphics are free, rich and diverse, and there are several techniques such as abstract circle, occasional abstract graphics, abstract texture and computer-aided design.
The so-called "artificial" means that the creator creates a visually unique sense of order through careful arrangement and design of modeling elements such as points, lines and surfaces. According to the formal rules of modeling, arrangement method combines rhythm, rhythm, contrast, gradual change and density to create different visual image characteristics; . Accidental "is relative to man-made". In fact, accidental abstract graphics are also created and designed by people. It's just that the image is accidental, so it looks very free, relaxed and human. There are many ways to create accidental graphics, such as: using the characteristics of water, creating by adsorption, splashing, blowing away, oil-water repulsion, and producing natural forms by hand tearing and burning; Another technique is to combine the corresponding texture characteristics with the characteristics of the commodity itself, which can reflect the character and attributes of the commodity. For example, roughness and smoothness, dryness and wetness, indifference and warmth will give people different visual feelings and associations; Computer aided design has been widely used in packaging design. Through some image design software, ever-changing graphics can be easily obtained, which provides rich materials for packaging design.
2.3 The specific application of graphic expression in packaging design
There is a relationship between the graphics on the packaging and the goods, so as to fully convey the characteristics of the products, otherwise it will be meaningless and cannot be related to anything. So what kind of product packaging needs concrete graphics and what kind of packaging needs abstract graphics? The author selected nine categories, such as beverages, cosmetics, canned food, cakes, candied fruit, cigarettes, stationery, medicines and cleaning products, and made a market sampling survey. The survey is shown in Figure 3 and Figure 4.
As shown in Figures 3 and 4, the figurative graphics used in packaging include canned food, cakes, drinks, sweets and so on. , while abstract graphics are used in stationery, cleaning products, cosmetics and other categories. This conclusion leads to an answer: if the product focuses on physiology, such as eating and drinking, it focuses on figurative graphics; If it is more psychological, such as makeup, beautifying appearance, social status and power, it is possible to use abstract graphics.