What practical knowledge does packaging design have?

Many enterprises can't grasp the basic characteristics of commodity packaging when designing product packaging, and the designed packaging lacks aesthetic feeling, which affects commodity sales. How to fully display the charm of commodity packaging? First, the source of commodity packaging charm 1, packaging color: more than 80% of the information comes from vision. If the designer's grasp and application of packaging color can directly reflect some inherent characteristics of the product, this product is likely to become the buyer's first choice. According to the inherent color or attribute of goods, it is an important means to design colors by using visual colors. Cake, snacks and other food packages are mostly yellow, tea, coffee, whisky, beer and other drinks are mostly brown, and lemon shampoo packaging in cosmetics is designed as lemon yellow. It is the most homologous association to reproduce these colors in the packaging by using the color of the commodity itself, thus giving people an impression of the basic concept of the inherent commodity. Of course, there are also phenomena that do the opposite. Some designers boldly use color contrast to achieve better and more peculiar effects, but if they don't have a good sense of proportion, it will be counterproductive. 2. Packaging pattern: the combination of patterns should be considered from three aspects: first, the organization mode; The second is to express the theme; The third is the display style. In terms of organization, geometric composition, abstract composition and figurative or physical composition are commonly used. At present, most of the geometric or abstract compositions are cosmetics or daily necessities. Image or physical structure is the most popular in food packaging. Some simply open a window on the package, or use transparent plastic bags to let people see the contents directly. On the theme of expression, although the expression is different, the purpose is very clear. In the form of combination, some give priority to prominent characters, some give priority to prominent objects, and some give consideration to both. No matter what form it takes, it must be associated with internal objects to show the salience of the theme. In the theme expression, we should also pay attention to simplifying the complex, whether it is words or patterns, and strive to achieve a single pattern, prominent theme, concise and lively. 3. The connotation of packaging: mainly manifested in three aspects: the appeal of packaging, the interest of the picture, and the organic combination of product image and corporate culture. In addition, exquisite packaging is also an indispensable factor for good packaging, which mainly includes: first, exquisite color, second, exquisite pattern design, and third, exquisite packaging production, all of which are indispensable. Second, how to improve the charm of commodity packaging, grasp the basic attributes and dare to innovate are the main means to improve the charm of commodity packaging. Color innovation is to dare to break through the conventional color application. For example, mineral water and purified water in drinks are often green or blue in packaging, while Wahaha purified water is the opposite. Boldly using red seems to make people think of purified water to quench their thirst in a red and fiery environment, and the result is quickly popular in the north and south of the country. This is the innovation in color application. There is also a way to seek innovation under comparative conditions. There are two methods of comparison, one is the comparison within the same family, and the other is the comparison between packaging and packaging itself, which will still produce good results. For example, Shuanghui Fish Sausage chose orange in the choice of casing, but in the color design of the label, it should have been orange or navy blue. As a result, they used fruit green. By comparing the two colors, this fish sausage has become the most popular product among similar products. In pattern design, we can neither worship foreign things nor follow the old rules. In artistic style, the more national it is, the more cosmopolitan it is. For example, folk paper-cutting or traditional silk patterns, or China's painting art will do. But it is not copied, and a breakthrough must be made. Creative innovation mainly refers to the innovation of packaging carrier or production technology. In terms of carriers, enterprises should pay attention to fashionable green food packaging. In terms of technology, it is mainly the improvement of process modeling and the cartoonization and visualization of children's food packaging. In a word, if we want to realize the allure of packaging and improve its charm in promotion, we must innovate in the design of packaging decoration, inject new cultural connotations and enrich new members and tricks of the packaging family, so as to ensure that the charm and appeal of this product in the hearts of consumers can be improved, and then achieve the purpose of promoting products. The following will reveal some factors that constitute a good packaging design from the perspective of actual design. First, the design of the main display surface If a carton has six sides, it generally needs to be decorated with five sides (the bottom surface does not need to be decorated). A container has one or three labels. Five or six at most. They were not treated equally. With the different exhibition area, the main exhibition design is to attract the attention of toll collectors. The main exhibition area always appears on the side facing consumers. By its positioning method? It is clear at a glance to scrutinize the launch location of trademark name, product image and manufacturer. Because the main exhibition area is relatively small, and it is also the image of the product itself, the decorative map should quickly introduce the product to consumers and express it directly with words and close-up images. Eye-catching brand names and trademarks often appear in the eyes of consumers when they first jump into the same product; There are some fresh and delicious fruits, an attractive drink and a strand of long hair fluttering in the wind. Even take the method of opening the skylight to directly display the image of the product and increase its propaganda function. In packaging and decoration design. The main exhibition area plays a leading role in advertising. However, the main exhibition area should not be isolated. On the whole, it is still a part, an important part. Packaging is a three-dimensional object. People look at packaging from many angles. While considering the main exhibition area, we should also consider the relationship with other areas. 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. carton packaging, the front and back become the main display area. However, if the width of the side surface is equal to that of the main display surface, and sometimes the same design is adopted, it becomes the same "main display surface", and a unified feeling can be obtained from any angle. 2. Front and back are preferred. Descriptive words such as composition, function, weight, instructions for use, shelf life and batch number of each competent department are displayed on the side. 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. By arranging words, photos, illustrations and patterns across the surface, 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, which achieves strong visual effects and plays the propaganda role of pop. 4. The labels of containers are generally divided into body label, chest label, shoulder label, abdomen label, neck label, top label and cover label. Stick one or three on a container. Stickers have a variety of shapes, including body logo, chest logo, abdomen logo, flat, oval and rectangle. Some shapes are determined according to the shape of the container, and some are attached around the container. Shoulder labels and neck labels are mostly rectangular, fan-shaped, oval and round. The number, shape and size of labels are closely related to the shape of containers. The main standard of container generally refers to body standard, chest standard and belly standard, which is adopted according to the design requirements because of its largest area. Some containers use this label, which echoes the bottle cap. Some containers (mainly wine bottles) are decorated with shoulder labels and neck labels, and some containers connect the top label, neck label and shoulder label together, without chest label and belly label, forming various forms of main labels. 5. The color design of the label is inseparable from the relationship between the container, the label and the bottle cap. Pursue the consistency of the label background color and container color, and highlight the brand name and graphics. White container of female cosmetics, white label, exquisite line border, elegant black font, clean and elegant; Black brandy, black label, golden ancient Roman body and flower body give people a sense of solemnity and nobility. Emphasize the color contrast between labels and containers. The background color of the label is saturated colors such as black, white, gold, silver, etc. Compared with the brightness and hue of the container, it has a strong and lively effect. Printing trademarks and brand names directly on containers is also a method. 6. The overall design of packaging is also applied to the coordination of box packaging and containers; Box packaging and bottle stickers adopt the same design, but the composition is slightly changed. The colors of the two are in contrast, but they echo each other in fonts such as brand names. The image of the container appears on the box packaging, and the label of the container repeats a part of the carton design. In short, the design of packaging and decoration should focus on a theme, proceed from the whole, focus on the big picture, conform to the criteria of simplicity, individuality and beauty, and conform to the characteristics and consumption of goods.