, Yuan

(Chongqing University, Chongqing 400044)

Starting with the analysis of children's psychological characteristics on toy packaging, this paper probes into the influence of packaging and decoration design on toy products.

Important role. Through the performance skills of toy packaging and decoration design, it can be divided into graphic application, color, personalized design and interesting design.

It is very important for children's toy packaging in the future not to discuss how to carry out toy packaging design and how to increase the visual impact of toy packaging design.

Design is of great significance.

Keywords: toys; Packaging design; Performance skills; intelligence

China library classification number: TB489TS958. 2 Document identification code: A document number:1001-3563 (2007) 03-0150-03.

Performance skills in packaging design of children's toys

Yuan enpei protects the country

(Chongqing University, Chongqing, China 400044)

Abstract: The important role of packaging and decoration in the production of children's toys was discussed.

Analysis of children's cognitive psychological characteristics of toys. Toy packaging method

This paper probes into the methods of designing and increasing the visual impact from the aspects of expression technique, graphic application and color design.

Or, personalized design, and interesting design.

Keywords: toys; Packaging design; Proficient in performance; L psychology

With the development of commodity economy, toys are becoming more and more popular in the huge modern toy market.

The classification is getting finer and finer, and a wide variety of toys are gathered on the shelves of shopping malls, which makes people's eyes shine.

These flowers are dazzling. Toys with better packaging design will catch people's eyes first.

On the contrary, toys with poor packaging design may be ignored. The packaging of toys is guaranteed.

An important means to protect and publicize toys. A successful toy packaging design should first

This is in line with children's aesthetic tendency and psychological characteristics.

1 Psychological characteristics of children's cognition of toy packaging

Children's ways of understanding things mainly include sight, touch, hearing, smell and taste.

Perception and other means, in which vision plays a considerable role and is also the child's perception.

The most direct way. The following is mainly through children's special perception of color and graphics.

Characteristics further elaborate the characteristics of children's observation and cognition [1].

1. 1 children's aesthetic tendency towards packaging color

"It's a color from a distance, and a flower from a close look." Since ancient times, people have realized that color has

Sound effects. When people observe various external objects, they will first cause reactions.

It is color, which is the most sensitive and responsive to visual stimuli among the elements of human vision.

Visual information symbol. According to the research of psychologists, children aged 2~3 years old

Childhood children like bright colors, especially those with obvious contrast.

Children's preference for bright colors will last throughout childhood. Therefore, for

Children of this age should use more high brightness and high purity when designing.

Color. Practice has proved that children are red, orange, yellow, green, blue, purple, brown, black, white and gray.

Among the colors of 10, children prefer red, yellow and green to black, gray and brown.

Color. During the period of 1~5 years old, there is no significant difference in children's color preference, but they are all 6 years old.

After that, it also showed gender differences. Men like yellow and blue best, followed by red.

Green; Women like red and yellow best, followed by orange, white and blue. Full/full/full

Girls who are childlike like light tones, while boys think dark or steady tones are better.

Suitable for them. According to Ding's research on children's color perception, 65% of them are 4 years old.

Children can feel the warmth and coldness of colors.

With the increase of age, the color vision of children aged 5-6 has reached 74% and.

77%, but as far as preschool children are concerned, children generally like warm colors.

Tune. Children have obvious innate intuitive beauty since they were 4 years old, so

They also have a good sense of color balance and coordination, the percentage of children aged 4, 5 and 6.

Not 78%, 6 1%, 70%, from which it is not difficult to see that 4-year-olds are better than 5-and 6-year-olds.

Have a stronger sense of beauty. In addition, children's aesthetic taste will increase with age.

Now it is a transition from bright colors and strong contrast to harmonious softness. Therefore, over the years.

Older children should adjust the color contrast when designing [2].

1.2 children's recognition ability of toy packaging graphics

The child's inner world is quite rich and wonderful, with something extraordinary.

Imagination, they are full of curiosity about everything, even a gorgeous color, a

Weird graphics and a curve will make them stop for a long time and imagine the connection.

Parallel The research shows that the spatial perception of children aged 6-7 years has generally developed and begun to take shape.

In terms of shape perception, they can generally recognize squares, rectangles, circles, diamonds and three.

Angular shapes and so on. When children come into contact with the graphics on the product itself or the packaging, they are always in contact.

Specific things can only be understood when they are linked together, and unfamiliar abstract graphics and tools are often linked together.

Body and object are connected for cognition. If it is a familiar or familiar figure, they will immediately

Will be fascinated for a period of time to observe and imagine its scene content [3].

2 children's toy packaging design performance skills

Children's thinking is in the naive stage of human thinking, and its visual psychological characteristics not only

Obviously different from adults, but also different from teenagers, even in various stages of childhood.

There are also obvious differences between the two. Then the packaging design of children's toys is used as the packaging device.

Part of the plan, because its audience (children)-the particularity of their lives.

Limited by lack of experience and education, it will also penetrate parents' preferences.

Therefore, there are problems that are different from other packaging designs. Therefore, in terms of performance skills,

It also has its own unique side.

2. 1 Clever use of graphics

Long before the invention of writing, graphics assumed the function of information dissemination. then

The culture that gradually forms words and graphics is all human communication.

Language, but writing culture is easily restricted by region and nationality, while graphic culture transcends it.

National boundaries and language barriers have become a world language. Because of its direct graphic language

The spread of ideas and the advantages of promoting the exchange of ideas, in addition, human thoughts, feelings and

Almost all ideas can be spread through visual graphics, so with the informationization,

With the advent of the times, graphic language, as a world language, has been widely concerned by the international community.

Note: It is widely used in human society and permeates politics, economy, culture and life.

All fields. Excellent graphic design can be achieved by watching without words.

Perception of language enables people to communicate and understand; Can cross geographical restrictions and language barriers.

Due to cultural differences, silent communication can achieve the artistic effect of silent infection.

The graphic design of modern toy packaging mostly adopts cartoon graphic design. such

Design is particularly popular with toy consumers, because cartoon patterns are used as a quilt.

Alienated media has now become a link between people and between people and nature, giving people

Children bring relaxation and joy, and cartoon images and graphics are more in line with children's psychological needs. produce

Millions of consumers in the world like the cartoon Snoopy, which was then.

The protagonist of the American cartoon "Peanut", the toy, the boutique named after it,

Electronic cards, playgrounds, etc. , has been warmly welcomed so far. Snoopy's cartoon was turned over.

It has been translated into 40 languages, published in 75 countries and published in 2600 newspapers around the world.

Peanut has ruled for half a century, from its relationship with Mickey Mouse, Donald Duck and Katie.

Cats, rogue rabbits, etc. can see cartoons on toy packaging and other products.

The shadow of the Force. In cartoon graphics, human imagination has been free to play.

Compared with other graphic art forms, cartoon forms are easier to understand and more vivid.

Interesting, bring happiness to people, therefore, the factory is widely used in toy packaging design,

At the same time, it is also the creative source of best-selling toy packaging. People often see this in toy packaging.

In the design picture, the cartoon lion is no longer terrible, even more terrible than some small animals.

Fragile; Although hippopotamus looks clumsy, its cartoon shape often makes it show some spirit.

Clever movements and so on. It can be said that cartoon modeling is the design of toy packaging and performance today.

Mainstream, it can have a visual impact on consumers and stimulate them to play.

Happy consumption.

2.2 Color rendering effect

The latest data shows that consumers' feelings about objects are first color, and then color.

Is the shape, in the initial contact with goods within 20s, people's sense of color accounted for 80%, the sense of shape is

Color perception is 60% in 200% and 20s-3s, and color perception and shape perception are within 5min respectively.

50%, so color is the most important thing in commodity packaging. Children's perception of color

This feeling is naturally sensitive, and children naturally like colorful flowers and red ducklings.

Dragonflies, little red riding hood, flower clothes and other items. In packaging design, many products are colored.

Seek cheerfulness, cheerfulness and cleanliness in color. The influence of color on children's psychology is consistent,

Wonderful graphic design and bright picture packaging are very important for both children and adults.

The color of children's toy packaging also has its own rules to follow, and the contrast of main colors should be strong.

Strong, mostly primary color contrast, try to avoid using low brightness and low purity colors. Especially high

Brightness and warmth are more suitable for expressing the bright colors that children are keen on. high purity

The color tone is relatively warm, and the visual experience is more vivid, which naturally makes the picture cheerful and active.

Strong impact and great appeal. In the packaging design of children's toys, no matter the same color

The phase, or the change between different tones, should reflect the characteristics of jumping.

Color design is very important for the picture decoration of toy packaging design, because toy bags

Decorative color is a kind of commodity color, which can produce visual effects with toy characteristics.

Fruit is not only one of the elements of toy goods, but also the beauty of toy packaging as a whole.

As an important part, it is the central link of toy packaging design. Toy packaging

The conception of yellow should be mainly based on the particularity and color composition of toy products.

Principle, at the same time, we should grasp the consumer's psychological intention. So in the toy.

When packaging and performing color processing, the following basic requirements should be considered:

(1) should be commercial, attractive to customers and attract people's attention, so as to achieve

Highlight your purpose in similar products; (2) Let customers leave deep color printing.

Like, can make people remember deeply, and play the role of repeated sales; (3) be like.

Features, let customers associate with beautiful things and are willing to accept them, resulting in a kind of

A strong desire to pursue. In order to meet the above requirements, the color characteristics of toy packaging must be

Must have a strong commodity and decorative.

2.3 Unique personalized design

Individualization refers to the inherent characteristics or characteristics of people, animals and various products.

The trend. Because toys are mainly for children, they are set in toys.

In screen design, children's unique psychology and health should be considered.

Theoretical characteristics, highlighting the personality of different types of toy packaging, and taking into account packaging design.

Only by being scientific, contemporary, national, innovative and safe can toys be more abundant.

Attraction and competitiveness. For example, Barbie, her collection of toys, limited edition toys.

It is specially designed for people to collect and decorate. They are all packed in a display box with a shelf.

And the materials and pictures used are set.

The design is ingenious, as shown in the above picture, or elegant or noble, reflecting

The value of the collection; Fun Barbie dolls are designed for children living in doll houses.

Her packaging design generally adopts window design, that is, the main display surface is transparent, and the other display surfaces are

Opaque, but with a little structural design and U-shaped design in the box, Barbie will

The tools, appliances and playthings used are embedded in these structures, echoing the pictures and forms.

Perfect visual effect.

2.4 Interesting innovation

The packaging design of most children's toys is mainly fun.

Children are active and easily distracted, which organically integrates fun into product packaging.

It's under design. In order to make children happy, they should be directly involved in the packaging design of toys.

To have fun, it is necessary to ask the product appearance packaging to be attractive enough. Children play.

Furniture is obviously different from other commodities in interesting design. Other goods have arrived.

There can be more than ten or even more styles of composition, but these forms

It may not be very effective for the packaging of children's toys. Paintings from children entertaining themselves.

It is not difficult to see that children like to draw full pictures and leave nothing blank.

"weird" graphics. Therefore, most children's toys are usually packed with "full"

Frame composition "form. When the picture is rich in content, we should pay attention to controlling the level of composition.

Only when there is a master and a second time, and there are many levels without chaos, will there be a sense of three-dimensional sense and rhythm.

The open design of children's toy packaging is also an effective way to increase the interest of packaging.

Close. The opening of packaging is an effective bridge between products and users.

Light beam. The way the package is opened is that the user first perceives and experiences it through vision and touch.

An important part of. The sealing device of the package not only keeps the goods in the package, but also

It is also a channel for consumers to contact products. People may just because of packaging

Refuse to buy because it is difficult to peel or inconvenient to open and use.

On the contrary, children will be attracted by the simplicity and fun of opening the package.

In this way, the desire to buy will eventually lead to buying behavior. In addition, open

Design can make children get an intuitive feeling of toy products from the opening and strengthen him.

Children's recognition of the product itself directly aroused their interest in the toy itself.

The author also added open design to the toy car design. Due to the product manual

Exquisite design and fine workmanship, the author will include one of the small racing series.

The toy racing car is designed to be suspended and open, and directly put into a transparent display model.

Children consumers can directly obtain information about the shape, color and size of toy cars from the model.

Intuitive little information, you don't have to guess the product itself through charts.

3 The future development trend of children's toy packaging design

According to experts' prediction, with the increase of contact information, what will children deal with in the future?

The amount of information is four times that of today's children. This can't help but make people in the design field become one of them.

Very surprised. Especially how will domestic children face this era of information technology?

All walks of life should think about a realistic problem before us. If you want to cloud in 2 1 century,

Our nation is not backward in the power of the cloud, and it is wise to start with children, which

It can also be said to be the basis of our strategy of "rejuvenating the country through science and education". As a designer, more

Duty-bound to do the most comprehensive consideration for children.

3. 1 Features of packaging for children's toys in the future

Brand characteristics: it can be said that it is a long-term to build a brand accepted at home and abroad.

A complicated process. Enterprises want to create an internationally recognized brand, sometimes they need to.

It will take 10 years or even longer, but it will appear 10 years before the product is put into the market.

It's a small profit, but in order to make this cake good, big and beautiful, you need it.

Have firm brand awareness and marketing strategy. This shows that there are so many children in China.

The products of the product manufacturers are still unknown. It is true that brand building is the result of many factors.

However, the packaging design of 2 1 century children's products must be forward-looking.

This nation, for children, for our children's products to cross national boundaries, establish brand awareness.

It is imperative.

Cultural characteristics: Excellent packaging design of children's toys should attract children.

At the same time, it can increase their knowledge, develop their intelligence and inspire them to understand the unknown and understand.

The outside world and itself [4-5]. The knowledge mentioned here is the packaging of children's toy products.

The cultural content of fashion design itself, different nationalities have different cultural connotations and connotations.

Italian characteristics, while paying full attention to all elements of children, as children of the Chinese nation.

Products should consider their own cultural characteristics. A nation has its own unique language.

Or the inheritance of national art, blindly copying the packaging meaning of foreign children's products.

It doesn't mean much. Ms. Jin Yanxi, who is engaged in the cosmetics industry, is engaged in the packaging of children's toys.

A good example is that she can launch a "feather" to promote her brand in China market.

West doll ",originally a very traditional cheongsam dress, has become" casual "after her design.

Children's dolls with China characteristics ",which just shows that as designers, we are pursuing" change ".

How important it is to properly add cultural characteristics.

Regional characteristics: Different countries and regions have different habits and characteristics. Therefore,

Regional characteristics can not be ignored. As a designer, according to different regional characteristics.

Design the corresponding packaging.

Age characteristics: As we all know, children of different ages have special psychological and physiological characteristics.

Symptoms, cognitive characteristics and intellectual development characteristics are different. Therefore, children in 2 1 century

The packaging design of toy products should develop corresponding products according to children of different ages.

Make the product meet the physiological and psychological development needs of children of a certain age.

And they are more adaptable to training their hands, mouths, purpose coordination and body control.

Ability, teamwork ability, logical thinking ability, etc.

3.2 In the future, children's toy packaging design should take the road of sustainable development.

2 1 century should be an era of environmental protection, look at what people are hiding behind.

After many times of cultural waste, economic waste, social waste, industrial waste, etc. , and

Social development and human progress will not allow more product waste.

Therefore, the packaging design and development of children's toy products in 2 1 century should be sustainable.

The road of design.

The road to sustainable design is manifested in three aspects:

(1) Try to use recyclable and degradable materials; (2)

And the service life of the product is prolonged. Life Cycle of Packaging Design for Children's Toys

The past was not very long, so it is more meaningful to improve the service life. For example, mining

The design of intelligent upgrade program and combination module will greatly broaden the products.

Long service life, saving more energy and materials for the country and society; (3)

Establish corresponding packaging maintenance and recycling institutions for children's products. For those who are using

For children's products, the maintenance station will be responsible for after-sales services such as product repair, renovation or maintenance.

Service, recycling waste packaging of children's products, which undoubtedly improves the product and

Life cycle of packaging.

4 conclusion

To sum up, the packaging and decoration design of toy products should be based on understanding the characteristics of goods.

Sex and psychological needs of children's consumer groups, according to the theme and characteristics of toys

Point, taking into account various factors, humanized, personalized and serialized design.

In the design process, environmental protection issues are also fully considered, and the design has passed.

Consumer favorite product packaging with "green" effect. The development of the times is the opposite

Designers put forward higher requirements: to break through the blind reference and imitation of foreign designs.

Mode, aiming at China's own toy product design market, out of its own characteristics.

The road of packaging design.

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27(4): 222-223.

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