Serialized expression of three elements of packaging and decoration design

Serialized expression of three elements of packaging and decoration design

Packaging and decoration design uses three visual elements: text, color and graphics. Below, I searched and sorted out the serialization performance of the three elements of packaging and decoration design for everyone. Welcome to read the reference, I hope it will help everyone! For more information, please continue to pay attention to our fresh graduates training network!

Packaging design links the auxiliary design of words, colors, graphics, layout, structure, modeling and materials with product information, covering many elements such as materials, container modeling, printing and visual communication. Packaging decoration design pays attention to the expression of aesthetic form of packaging art and the use of three visual elements & words, colors and graphics to express and convey product information. Decoration, in ancient and modern times, has different connotations. Ancient China mainly refers to book binding and painting mounting; In modern times, it refers to commodity packaging, trademark design, book binding, various visual graphic design and advertising design. Packaging decoration design is a graphic design of packaging appearance based on artistic thinking and artistic means. In packaging and decoration design, the form composition is relatively independent. The change of one or several visual elements will make the packaging take on a different look, which also constitutes an ever-changing and colorful packaging and decoration design.

Serialization design of commodity packaging is a new trend of packaging and decoration design abroad since 1970s. It first started in Europe and America, and gradually became popular in China in 1980s. Serialization of packaging and decoration design is a common manifestation in modern packaging and decoration design. It takes advantage of local changes in color, graphics or words, while the overall unified design unifies a variety of goods to form? Family style? A design method of. Its basic feature is to adopt a unified standardized packaging and decoration design form, so that different varieties of products form groups with unified formal characteristics, and take commodity groups as units to achieve the purpose of improving the visual impact and memory of commodity images and strengthening the visual recognition effect. Serialized expression of packaging and decoration design is one of the important expressions. On the premise that the three-dimensional shape, structure and volume are unchanged or slightly changed, the three elements of graphic design-words, colors and graphics are arranged with characteristics, so that some of them form a unified design with changes.

First, the serialization of the text performance

The unified text arrangement form and style characteristics are the important contents of the serialization performance of packaging and decoration design. Only through the reasonable deformation of fonts, the change of text content, the clever arrangement of words and the consistency of techniques can the serialization effect be formed. If different colors are used again, or graphic changes with the same style and technique are used repeatedly in many similar products, and changes in materials are added, the design content will have a richer and more unique serialization effect.

In packaging and decoration design, text consists of two parts: main text and explanatory text. The text includes brand name and commodity name, with few words, which is in an important and eye-catching position on the main display surface of packaging. Dealing with their mutual order, primary and secondary relations and performance rules is of great significance to the formation of serialization. For example, Coca-Cola's eye-catching drink, the text? Attention is an example of success. Description text includes commodity name, capacity, batch number, usage method, production date, etc. There are many contents and characters in this part, focusing on the design of font size, position and density, so as to coordinate the primary and secondary relationship and order law with the main graphics, main characters and other image elements. All the characters in the design should avoid clutter, so that people can get the product information clearly, accurately and quickly.

In the format expression of words, a regular and special font format will bring a novel feeling to a series of packaging. These formats are left-aligned, right-aligned, center-aligned, left-right aligned and free-form. The last format is difficult to control, but there is a lot of design space. In the combination of characters, the more effective method is to use related fonts, so as to achieve the aesthetic principle of both change and unity in font design. Of course, if you want to mix together, don't mix too many different fonts at once. Consider changing the font size, components or fonts. However, if the content is quite different, or the contrast is deliberately strengthened, it is really necessary to distinguish it under the premise of conforming to the law of formal beauty.

In modern packaging and decoration design, fonts and logos are often integrated, which is an important content of corporate image recognition. There are many popular examples, such as Nikon, Coca Cola and Kodak. In addition to registered trademarks, both corporate names and brand names are presented in the form of logo patterns, which brings strong brand image and corporate information to consumers. Therefore, in the series packaging, the use of fonts and logos must be unified and standardized, and the images, proportions and colors should be consistent. Simple colors can not only reasonably arrange the position and size of fonts and logos, but also make people quickly identify and deepen their memories. Sometimes, when the whole packaging picture is full of information and the colors are messy, it will be more prominent to use achromatic colors to set off fonts and logos, such as black, white and gray.

Second, the serialization of color performance

The most sensitive and attractive visual element is color, which is more direct and intense than the visual effect brought by words and images. For an image, you first perceive its color when you haven't seen its graphics or text clearly. The first impression often comes from the color feeling of commodity packaging. Color often plays an important role in people's shopping psychology. Therefore, according to the types and characteristics of goods, colors can form a series of color tonality, and can also reflect the categories and brands of goods through packaging colors. This design form is an important means of serialization of packaging and decoration design. In the serialization performance of packaging decoration design, if the trademark, the picture composition form and the appearance of the goods are unified, and the changes in the unification can be realized by changing the tone and color collocation, the single packaging can be endowed with unique charm without destroying the overall style of the packaging.

In addition, the enterprise standard color should occupy a considerable visual proportion in the color part of packaging and decoration design serialization, such as Coca-Cola's big red. And the color change between individual packages of series packaging should also be in? Change and unity? Under the aesthetic principle of contrast and harmony. Color contrast and harmony is an important means to achieve visual unity and psychological balance. Generally reflected in purity, lightness and hue.

First of all, adjacent colors or similar colors can be used to maintain the unity of the overall tone. If the gap is too big and the contrast is too strong, it will give people a sense of disharmony and visual confusion. The harmony of colors with the same tone but different lightness and purity can produce a gradual order and make up for the monotony of similar tones in the change of lightness and purity. More than East? Zambelli EN's cosmetic packaging works, whose design is a successful embodiment of elements of color's grasp. The feeling of the same color is natural and harmonious. In the same tone, sometimes it can be slightly different through the change of lightness or purity, resulting in an extremely subtle and rhythmic aesthetic feeling. In order to prevent the color of the whole page from being too monotonous, some pages can be decorated with tiny other colors, which will change. The colors in the color circle can be divided into four categories: the same color system with mild rhythm and aesthetic feeling, the similar color with more compatibility than the same color system, the contrasting color with the strongest contrast, and the gradient color that is easy to reconcile and use.

Secondly, we should try our best to narrow the difference of lightness and achieve the coordination between individuals. For example, the brightness of red, yellow and basket is quite different, so it is necessary to improve or reduce the brightness of single design of series products, reduce the contrast and increase the overall unified visual information.

Finally, try to maintain harmony and consistency in the purity relationship, and both high purity and low purity can achieve consistent results. Compared with the packaging of competitors, if similar products of other brands use high-purity and contrasting colors, and appear in a fresh and simple color style and a harmonious series of packaging, I believe they will receive unexpected market effects.

In packaging and decoration design, it is the basic principle of color design combination to realize the change and unity of color serialization performance. When we saw it. Hiroyuki Jelly series that can be sucked? Fanta? Juice drinks series will be attracted by their rich and beautiful colors, which represent the taste of a fruit. There are many colors, but they are not messy. So how is the harmony of the whole series of packaging expressed? First of all, grasp the theme: accurately positioning the color series of product performance is one of the important standards for the successful serialization of packaging and decoration design. The seriation of colors can be formed by: 1, the main color occupies an absolute area ratio, and the color change in a small area can be realized by changing the auxiliary color and using the method of color harmony. 2, the same color or several colors repeatedly echo and connect, strengthen the rhythm and richness of colors, so that the packaging colors can achieve diversity and unity, change in unity, not monotonous, not messy, and there are owners and centers between colors, forming a complete and harmonious whole. Use the same color on the main display surface, which makes it the key color to control the whole package. For example, the subject uses the same color block or a series of colors to connect multiple colors through repetition and echo. 3. The formation of color rhythm. Colors must be arranged in combination to obtain expressive force, and the continuous and regular arrangement of rhythmic colors can create a sense of visual rhythm. You don't have to use a large area of color, but you can use the regularity of elements of color to change.

Third, the serialization of graphic performance

Graphics is one of the important elements that constitute the serialization of commodity packaging and decoration design. It can complement each other with the text elements and accomplish the design task of visual communication together. People from different countries, nationalities, ages and educational levels have similar understanding of the basic meaning of graphics. It is intuitive, easy to understand and infectious in the process of visual communication, which can directly affect the overall effect and internal tension of series packaging and decoration design. This element is widely used in packaging and decoration design. Its main function is to decorate and beautify commodity packaging, increase the expressive force of commodity image, make consumers interested in it, deepen their understanding and understanding of commodities, and have a good impression. In the process of serialization expression of packaging and decoration design, graphics should serve the serialization theme of design, express goods, effectively convey information and satisfy consumers' aesthetic taste.

There are two kinds of graphics commonly used in the serialization of packaging and decoration design. One is a concrete figure that shows the specific image characteristics of goods. There are many kinds of food and electronic products. There are many ways to use photography, and if it is only photography to express the product image, it also requires higher definition. If not, you can use computer software to process the taken pictures to form a unified tone, monochrome silhouette, mosaic or other point and line textures and so on. Although the original image is still preserved, after computer painting, it is no longer limited to simple photography, but more combined with painting, which is a very common technique. But in general, it is still the main purpose of design to make the main image of goods stand out. The second is abstract decorative graphics. Generally, it is used as an auxiliary graphic to render the design theme, which plays a role in setting off the artistic atmosphere. This kind of graphics often use concrete images to make abstract changes or abstract graphics combination processing, and make changes that conform to the law of formal beauty such as repetition, symmetry, balance and alignment. Abstract graphics, as the expression of the abstract meaning of the commodity itself, have a high appreciation and grasp of the essential requirements of the constituent elements-points, lines and surfaces. Seemingly simple factors play a decisive role in the layout and play a magical role in the expression of visual beauty. In addition, we should also see that the development of computer design has a great influence on graphic performance. Only by relying on it, the above two kinds of graphics can be combined harmoniously, creating various new visual communication languages and enriching packaging and decoration design.

In addition, in the specific performance process of packaging and decoration design series, we should also pay attention to the consistency of graphic performance content, techniques and styles, as well as the richness of other changing elements. While considering the cooperation with other elements, it is necessary to avoid the mechanical properties of one element destroying the overall serialization performance effect. When it comes to composition, the focus is on the composition position and proportion of graphics, which should be vivid and not usurp the host's role. It is necessary to maintain the harmony of related products in color and proportion, as well as the harmony and unity of image tones. When the hue difference between one theme image and another theme image is too large, such as grape-flavored and watermelon-flavored food, the pattern picture can be appropriately reduced, and the whole picture is mainly in corporate color or theme color to meet the overall needs of series packaging. In addition, on the basis of the basic harmony of the image tone, the image can be enlarged and cut to expand and stretch the human visual area. When the series of packages are put together, a continuous and unfolded picture is formed, which gives people a strong visual impact and makes people unforgettable. ? In packaging and decoration design, this is a special pattern combination, which is not only cross-surface design, but also cross-individual. This way makes serialization more abundant and special. It expands the subject image into two or more faces. Used for vertical packaging, the purpose is to expand the publicity effect of display and increase the visual impact and appeal of commodity display. The design should not only consider the combination of multiple surfaces into a large display surface, but also consider the relative independence of each surface and the primary and secondary relationship between them. Whether it is a single packaging display or a combined display, it is necessary to achieve a complete and unified visual effect.

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