What are the points for attention in packaging design?

Nowadays, packaging design has been largely attached to the three-dimensional graphic design of packaging. However, the visual image of packaging appearance includes characters, photography, illustrations, patterns and other elements. The front of some cartons is a whole that reflects commodity information, but as the six sides of a carton, it is also a 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 and performance is similar to advertising in some ways. But we should also pay attention to other aspects to make the whole package form a whole.

First, the main exhibition surface design

If a carton has six sides, it usually needs to be decorated with five sides (the bottom needs no decoration). 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, at the same time,

It is the image of a commodity. Decorative pictures should quickly introduce goods to consumers. Express 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.

Second, the overall design

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。 Words, photographs, illustrations and patterns are arranged across the surface, linking several surfaces 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 revolve around a

Theme creativity, starting from the whole and thinking from the big picture, conforms to the principles of simplicity, individuality and beauty, and conforms to the characteristics and consumption of goods.