2. The application and inheritance of culture in packaging design
3. On the packaging design of online products in e-commerce
4. Sheikh Six Laws and Packaging Design
5. Limitation and development of packaging design in China.
6. Packaging design of wine
7. Application of achromatic color in packaging design
8. New concept of modern food packaging design
9. Market demand of carton packaging design
10. Looking at packaging design from the perspective of creative industries
1 1. On localized packaging design
Packaging is a comprehensive reflection of brand concept, product characteristics and consumer psychology, which directly affects consumers' desire to buy. We are convinced that packaging is a powerful means to establish affinity between products and consumers.
In today's economic globalization, packaging and commodities have been integrated. As a means to realize commodity value and use value, packaging plays an extremely important role in the fields of production, circulation, sales and consumption, and is an important topic that enterprises and designers have to pay attention to. The function of packaging is to protect commodities, transmit commodity information, facilitate use and transportation, promote sales and increase added value of products. Packaging, as a comprehensive discipline, has the duality of combining goods and art. Successful packaging design must have the following five points:
Shelf impression
readability
facade pattern
Trademark impression
Functional feature description
(Source: Kang Yong Shi Sheng)
Packaging design refers to the container structure modeling, packaging beautification and decoration design of packaged goods by selecting suitable packaging materials and using ingenious technical means. From this we can see the three elements of packaging design.
Waveform factor
Appearance factor is the appearance of the product packaging surface, including the size, size and shape of the display surface. We see three forms in our daily life, namely, natural form, artificial form and accidental form. However, when we study the form composition of products, we must find a form suitable for any nature, that is, to extract the same regular things as * * * *, which is the so-called abstract form.
As we know, morphological composition is morpheme, or morpheme, which is a variety of ever-changing forms formed through certain methods and laws. Morphology is composed of points, lines, surfaces and bodies. Packaging forms mainly include: cylinder, cuboid, cone, various forms and combinations of related forms. The novelty of packaging forms formed by different cutting plays a very important role in the visual guidance of consumers, and the unique visual form can leave a deep impression on consumers. Packaging designers must be familiar with the characteristics and forms of form elements themselves, and use them as materials to express formal beauty.
When we consider the form elements of packaging design, we must also understand them from the perspective of the law of formal beauty. According to the principle of formal beauty in packaging design and the characteristics of products' own functions, various factors are organically and naturally combined to obtain a perfect and unified design image.
The principle of formal beauty of packaging form elements is mainly considered from the following eight aspects:
Law of symmetry and balance
Law of stability and lightness
Law of contrast and harmony
Repetition and echo law
Rhythm and prosody law
Law of analogy and association
Law of proportionality
Unified law of change
Constituent element
Composition is a complete picture that arranges trademarks, graphics, words and their combinations on the display surface of commodity packaging. The combination of these four aspects constitutes the overall effect of packaging and decoration. The use of trademarks, graphics, words and colors, the constituent elements of commodity design, is correct, appropriate and beautiful, which can be called excellent design works.
1. Trademark design
A trademark is a symbol and a symbolic image of enterprises, institutions, goods and facilities. Trademark is a related handicraft, involving politics, economic legal system, art and other fields. The characteristics of a trademark are determined by its function and form. It needs to express rich communication content in a simpler and more general form in a relatively small space, and at the same time, it needs observers to understand its internal meaning in a short time. Trademarks can generally be divided into three forms: word mark, graphic trademarks and trademarks combining words and pictures. A successful trademark design should be the product of the organic combination of creative expression. Creativity is the synthesis, analysis, induction and generalization of an idea according to the design requirements. Through philosophical thinking, the abstract is transformed into an image, and the design concept is gradually transformed from abstract evaluation performance to concrete image design.
2. The art of binding and design
Packaging and decoration graphics mainly refer to the image of products and other auxiliary decorative images. As the language of design, graphics are the internal and external components of display image, and convey information to consumers in the form of visual image. To achieve this goal, the positioning accuracy of graphic design is very important. The process of positioning is to be familiar with all the contents of the product, including the nature of the product, the meaning of the trademark, the name of the product and the status quo of similar products.
Graphics can be divided into physical graphics and decorative graphics.
Physical graphics:
Apply painting skills, photography, etc. Painting is the main form of packaging decoration design, and drawing pictures according to the needs of the overall packaging concept serves the goods. Compared with photography, it has the characteristics of free choice, refinement and generalization. The painting technique is intuitive and interesting, and it is a means to publicize, beautify and sell goods. However, the commercialization of commodity packaging determines that the design should highlight the real image of commodities and give consumers an intuitive image. Therefore, photography is the best way to express the real and intuitive visual image.
Decorative graphics:
It can be divided into concrete expression and abstract expression. Graphics, landscapes, animal or plant patterns, as symbolic graphics of packaging, can be used to express the contents and attributes of packaging. Abstract techniques are mostly used for freehand brushwork, and a picture is composed of abstract geometric patterns, color blocks or texture effects of points, lines and surfaces, which is concise, eye-catching and formal, and is also the main expression method of packaging and decoration. Usually in packaging and decoration design, concrete forms and abstract expressions are not isolated, but combined with each other.
The dialectical unity of content and form is the universal law of graphic design. In the design process, according to the needs of graphic content, it is the basic requirement of packaging designers to choose the corresponding graphic expression methods, so that graphic design can achieve the unity of form and content, and create applicable, economical and beautiful decorative design works that reflect the spirit of the times and national characteristics.
3. Color design
Color design plays an important role in packaging design. Color is an important factor to beautify and highlight products. The application of packaging color is closely related to screen design's conception and composition. Packaging color needs planarization and homogenization, which is a high generalization of color filtering and refining. Based on people's association and color habits, exaggerated color change is a means of packaging art. At the same time, the color of packaging must also be controlled and restricted by technology, materials, uses and sales areas.
The color requirements in packaging and decoration design are eye-catching, strong in contrast, attractive and competitive, so as to arouse consumers' desire to buy and promote sales. For example, food and bright and rich colors, mainly warm colors, highlight the freshness, nutrition and taste of food; Medicine and pure cold and warm colors; Soft midtones are often used in cosmetics; Hardware and mechanical tools often use stable color blocks such as blue and black to show the characteristics of firmness, precision and durability; Children's toys often use bright solid colors and various color blocks with strong contrast between cold and warm to satisfy children's psychology and hobbies; Most sporting goods use bright and loud color blocks to increase the feeling of activities and sports ... Different goods have different characteristics and attributes. Designers should study consumers' habits and hobbies, as well as the changing trend of popular colors at home and abroad, and constantly enhance their understanding of sociology and consumer psychology of colors.
4. Text design
Words are symbols that convey ideas, exchange feelings and information, and express a certain theme. The brand, product name, description, advertising text, manufacturer, company or distribution unit on commodity packaging reflect the essential content of packaging. When designing a package, these words must be considered as part of the overall design of the package.
The key points of text design in packaging and decoration design are:
The text content is concise, true and vivid, easy to read and remember;
Font design should reflect the characteristics, nature and uniqueness of goods, and have good recognition and aesthetic functions;
The arrangement of characters should be in harmony with the overall design style of packaging.
Material element
Material elements are the texture and texture of the surface of the materials used in commodity packaging. It often affects the visual effect of commodity packaging. The best effect of commodity packaging can be achieved by using the surface changes or surface shapes of different materials. Packaging materials, whether paper, plastic, glass, metal, ceramics, bamboo and other composite materials, have different texture and texture effects. Using different materials and proper combination can bring different feelings to consumers, such as novelty, coldness or luxury. Material element is an important part of packaging design, which is directly related to the overall function and economic cost of packaging, production and processing methods, recycling and treatment of packaging waste and many other issues.
Application of color in packaging design
In modern society, people have to deal with commodities almost all the time. Pursuing fashion and experiencing consumption has become a kind of culture, which includes all aspects of human life, such as clothing, food, use, transportation and appreciation, reflecting people's increasingly strong pursuit of high-quality life. When we step into markets and supermarkets, all kinds of dazzling goods are displayed in front of us with beautiful shapes and bright colors. Against the background of colorful colors, it seems to be vying for dialogue and communication with us. When we don't have time to examine and appreciate the products with unique shapes and wonderful colors, we are more likely to be attracted by the packaging with strong colors. This is the role of color, because color has a strong visual sense and expressive force in modern commodity packaging.
Through long-term life experience, people have consciously or unconsciously formed the ability to judge and feel things according to colors. No, no, no, color gives people a visual and psychological feeling. It can not only enhance consumers' aesthetic pleasure, but also stimulate consumers' judgment and self-confidence, enrich consumers' imagination, cultivate customers' busy minds, and really let us feel the value and strength of packaging design colors.
As we all know, people's eyes observe the beginning and color of objects with the help of light and know the objective existence. If there is no light, people's visual activities will disappear, and of course there will be no color. Objects absorb and reflect light differently, so they produce different colors. Among all objects, black objects can absorb seven colors of light, while white objects reflect all seven colors of light. It is for this reason that black and white lose their color appearance compared with other colors and form their own unique achromatic properties.
This paper discusses color from the perspective of packaging design, which is not the so-called physical knowledge such as optics, electromagnetic wave and wavelength, but the research on hue, lightness, purity and color psychology of color based on the theory of design chromatics. In the sea of commodities, packaging design is constantly changing techniques, innovating forms, shaping individual characteristics, and paying special attention to the attributes and applications of colors. The attribute of color is not invariable, and the change between elements provides rich space for the contrast and harmonious application of design colors.
In many commodity packaging designs, all of them can attract consumers' attention quickly, which is eye-catching and pleasing to the eye. Rich colors convey different tastes and show different quality styles and decorative charm. The pursuit of design language is purely the direction of designers' efforts. They try to get rid of the noisy, complicated and colorful methods in design fashion with a more rational and unique perspective. Actively seek the rationality and simplicity of color design. For example, Japanese Gin designed by Japanese designer Fujita Ryong Long makes full use of the attributes of achromatic color. Through the design arrangement of golden characters on transparent body containers, the design effect is remarkable under the action of light and shadow. The high concentration and generalization of design push the design to the extreme, just like a bright pearl among many commodities, which shines brightly. The selection and combination of colors is very important in packaging design, which is often the key to determine the quality of packaging design. Pursuing the harmony, exquisiteness and simplicity of packaging colors is essentially to avoid the cumbersome use of too many colors on packaging. Colorful splendor may not be attractive, but it may give people a flashy impression and make people feel dazzling. Proper use of simple color language can better reflect the designer's ability to control color and maximize the potential of color. Under the influence of minimalism, getting rid of the shackles of traditional colors, combining with modern packaging design theory and the requirements of commodity attributes, using gold, silver, black, white and gray in achromatic color to design packaging will show the eternal beauty of commodities. The particularity of non-color series provides a stage for the packaging design of many commodities to show their charm. For example, the packaging designed by Genese Asibi for "South African Vodka" wine has nothing to say about the shape of the container itself. The designer boldly chose five colors, showing a strong metallic texture, and placed a white shield label in the center of the graphic, which more intensively strengthened the information characteristics of the product compared with other non-colors, making the whole product look solemn, elegant and outstanding in quality.
The use of metallic color in design helps to enhance the light and shadow effect, and can enrich the changes of space and level. Because gold and silver have strong reflective ability and keen characteristics, they show different color effects at different angles and under different lighting effects. Proper use will enhance the brilliance, sophistication and mystery of goods. Its keen light and shadow changes can reflect the gorgeous, precious and active impression of commodity packaging. Simply refining and applying achromatic color will help to strengthen the characteristics of commodities, improve the quality and grade of commodities, and enhance the sense of the times and personality charm of commodities.
All color systems have their own distinct appearance attributes, and gold, silver, black, white and gray in achromatic color systems also have certain color meanings. In fact, achromatic color has already formed its own complete color essence in people's psychology, and it is accepted by people at once, which is called eternal popular color. When black, white and gray are examined separately, black symbolizes silence, meaning evil and ominous, and is considered as a negative color. The white emotion of cultivating evil is neither calm nor exciting. It is usually regarded as a symbol of quietness, purity and purity. Gray is also produced when black and white are mixed. Gray is neutral and lacks independent color characteristics. So gray is monotonous and dull, unlike black and white, which emphasizes light and shade. However, if it contains evil color tendency, it will give people a subtle, soft, advanced and exquisite feeling, which is intriguing. Of course, in many non-color packaging designs, there are often some high-purity colors. On the one hand, their presentation has a certain contrast effect with achromatic color, on the other hand, it is to set off the main color. The interaction between colors is undoubtedly a very important means to enrich the color effect of commodity packaging.
Packaging design is hard to try and explore. Pursue the beautiful feelings of life. Color is extremely precious, and it has the most direct and important influence on our expression of thoughts, tastes and hobbies. Grasping color, feeling design, creating exquisite packaging and enriching our lives are what this era needs. The packaging designed by achromatic color is like a trace of tranquility in the hubbub. Its elegance, simplicity and quietness make people savor another refreshing and elegant fragrance after enjoying sour, sweet, bitter, spicy and salty. Their indisputable properties will exude eternal charm in packaging design.
Packaging design is a combination of art and natural science, which is applied to product packaging protection and beautification. Not "art" in a broad sense.
It is not a simple decoration, but a multi-functional embodiment of comprehensive elements such as science, art, materials, economy, psychology and market.
Packaging has two main functions: one is to protect products; The second is to beautify publicity products. The basic task of packaging design is to complete the modeling, structure and decoration design of product packaging scientifically and economically.
(1) packaging modeling design
Packaging modeling design, also known as body design, refers to the modeling of packaging containers. It uses aesthetic principles, and through the changes of factors such as shape and color, it shows the packaging container shape with packaging function and beauty in visual form. Packaging containers must be able to reliably protect products, must have excellent appearance, and also need to be economical.
(2) Packaging structure design
The design of packaging structure is based on the basic functions and actual production conditions of packaging, such as protection, convenience and reusability, and the external and internal structures of packaging are specifically considered according to scientific principles. An excellent structural design should take the effective protection of goods as its primary function; Secondly, we should consider the convenience of use, carrying, display and shipment; Also try to consider the function of reusing and displaying content.
(3) Packaging and decoration design
Packaging and decoration design is to highlight the characteristics and image of products in artistic forms such as patterns, characters, colors and reliefs, and strive to beautify products with beautiful shapes, novel patterns, bright colors and bright words to promote product sales. Packaging and decoration is a comprehensive science, which is not only a practical art, but also an engineering technology. It is an organic combination of arts and crafts and engineering technology, and takes into account disciplines such as marketing, consumer economics and consumer psychology.
An excellent packaging design is the organic unity of packaging modeling design, structural design and decoration design. Only in this way can we give full play to the role of packaging design. Moreover, packaging design not only involves the two academic fields of technology and art, but also involves many other related disciplines in their respective fields. Therefore, a good packaging design needs efforts.
Three-dimensional knowledge of packaging design
Designers know it before they start planning packaging design; The beautification of packaging is a graphic design attached to three-dimensional packaging, and it is the external visual image of packaging, which can introduce elements such as commodity-related words, commodity pictures, commodity origin, visual image representatives and so on. Some packaging surface itself is a manifestation of commodity information, but as the basis of packaging; From six aspects, it is also a manifestation of partial image. Similarly, the design of container label is not only concerned with a label design, but also with the relationship between label and container shape, label and label. Therefore, the design of packaging visual introduction is similar to advertising design in some aspects, and we should also pay attention to other aspects to make the whole packaging form a whole.
First, the design of the main display surface
If a carton package has six sides, it is generally necessary to design five sides (the bottom design is relatively low). A container has one or three labels, up to five or six. They were not treated equally. With the different exhibition areas, in order to attract consumers' attention, the main display design was decided. The main exhibition area faces consumers at most. With its positioning method, it is clear at a glance to scrutinize the launch position of trademark name, product image and manufacturer. Because the main exhibition area is relatively small, but also the image of goods, so decorative paintings should quickly introduce goods to consumers, directly expressed by words and close-up images. Eye-catching brand names and trademarks often appear in the main exhibition areas of similar goods that enter consumers for the first time; There is a touching scene, which depends on the actual situation of the goods. Sometimes, skylights can be used to directly display the image of goods and increase their publicity functions. In packaging design. The main exhibition area plays a leading role in transmitting commodity information.
Second, the overall design of packaging
However, the main exhibition area of packaging should not be isolated, it is still a part and an important part of the whole packaging. Packaging is a three-dimensional object, and people see packaging from many angles. While considering the main exhibition surface, we should also consider the relationship with other surfaces. Considering the overall image of the whole package. Through the coherence, repetition, echo and division between words, graphics and colors, the overall composition is formed.
1, a carton package, the front and back of which become the main display surface. However, if the width of the side surface is equal to the width of the main exhibition surface, and sometimes the same design is adopted, it becomes an identical "main exhibition surface", and a unified feeling can be obtained from any angle.
2, mainly on the front and back, the side shows descriptive words such as composition, function, weight and instructions for use, shelf life, batch number of each competent department. From the aspects of formal elements and people, there should be some connections and differences, which will change the rhythm and reflect the guarantee of science and quality.
3. Images, characters, graphics and colors are arranged across the surface, and several surfaces are connected into a main body and a large "main exhibition surface", and the picture of each surface is also complete. When this design is displayed in the store, it uses the combination of different faces to form a large advertising screen, achieving strong visual effects and publicity effects.
4. The color design of label is inseparable from the relationship between container, label and top cover. Pursue the consistency of the label background color and container color, and highlight the brand name and graphics. On the white container of women's cosmetics, it looks clean and elegant with exquisite line borders and elegant black fonts. Black brandy with a black label emphasizes the color contrast between the label and the container. The background color of the label adopts saturated colors such as gold, silver, white and black, which produces a strong and lively effect by comparing the lightness and tone of the container. It is also a way to directly print the name and trademark on the container.