Food Illustration Label-Nongfu Spring Illustration Analysis 1. Clarify the illustration content and tasks 2. Audience positioning 3. Expression style positioning 4. Expression technique positioning

What was the earliest national trend illustration food packaging?

In the 1950s and 1960s. According to the inquiry of China's development history, we can know that in the 1950s and 1960s. Mainland China's food packaging and illustration art often adopts a socialist realism style and emphasizes political propaganda and the industrialization process. In recent years, with the rise of national trends, more and more designers have begun to integrate traditional cultural elements into food packaging and illustrations, creating many works full of Chinese style. Analysis of Nongfu Spring Illustrations 1. Clarify illustration content and tasks 2. Audience positioning 3. Expression style positioning 4. Expression technique positioning

Since Nongfu’s cross-border hot sale of “17.5° Orange” last year, the industry has exclaimed: Nongfu Spring also Sell ??fruit with feelings. At the beginning of this year, Nongfu Spring has played a new trick in its traditional strong category of bottled water - three high-end new products, both in terms of packaging design and concept, all of them are full of style and impressive.

Nongfu Spring’s new product packaging received a lot of praise in our dealer survey, and the three products also have their own characteristics.

One of the new products: Nongfu Spring glass bottle high-end mineral water

High-end water is a concept that has been hotly speculated in recent years. Usually, the market will define high-end water by whether it is high-priced. Nongfu Spring I completely disagree with the method of differentiation based on price.

At the meeting, Zhong proposed three major characteristics of high-end water: scarce natural water sources, natural and balanced mineral element content, and the ability to reflect profound natural or humanistic cultural connotations.

In Nongfu Spring’s view, the first two points are given by nature, while the third point requires human efforts. In order to make the product full of beauty and cultural added value, Nongfu Spring spent three years inviting five top international design companies to design, and after 58 drafts, the packaging design was finally selected.

In fact, as early as June 2012, Nongfu Spring had received the design draft that it liked, but due to the bottle making and printing processes at the time, it was difficult to fully realize it. Nongfu Spring was unwilling to lower its requirements, so it looked for a new design company. But after two years of comparison, I finally felt it was a pity to abandon the original plan, so I returned.

There are 8 styles of packaging for this product. The main pattern on the bottle chooses species unique to Changbai Mountain, such as Siberian tiger, Chinese merganser, and red pine. The pattern has words such as "Changbai Mountain" written on the side. There are 58 known species of nationally protected animals, and the Siberian tiger is a national first-level protected animal." Text descriptions such as "The Siberian tiger is a national first-level protected animal" reveal a strong sense of ecological and humanistic care.

New product two: Nongfu Spring natural drinking water (suitable for infants and young children)

In recent years, more and more baby aquatic products have been sold abroad, and they have become a must-have product for scientific baby care. , Nongfu Spring’s press conference also focused on introducing its latest research and development of baby water. Before this, there were no bottled water products specifically designed for infants and young children to drink directly and prepare formula food in China.

Different from general drinking water, baby water has stricter requirements on mineral element content and microbial control. Generally, drinking water with high mineral content or no mineral content is not suitable for infants and young children. In addition, baby water also has commercial sterility requirements, and all previous domestic bottled waters have not included this as an indicator.

The above is all nonsense, so I won’t describe it much. Just look at the picture. It is said that this is the world’s top sterile production packaging!

New product three: Nongfu Spring Student Mineral Water

Twenty years ago, Nongfu Spring launched sports cover packaging, which was warmly welcomed by children. The slogan "Don't make such sounds during class" is impressive.

In order to commemorate this childlike product 20 years ago, Nongfu Spring has launched an upgraded version of the sports cap: student natural mineral water.

In order to provide teenagers with a better consumption experience, Nongfu Spring has designed a bottle cap that can be opened and closed with one hand. There is a patented valve inside the bottle cap, which will only open under pressure. When the lid is open, water will not flow out by ordinary turning over or inverting, making it very suitable for children to use.

In addition, Nongfu Spring also invited a famous British illustrator to draw a set of highly imaginative labels, representing the four seasons of spring, summer, autumn and winter in Changbai Mountain. The entire design is full of childlike innocence, like a child The imaginary natural world of Changbai Mountain. How to express the application of illustrations in packaging design?

Illustrations, also known as illustrations, as an important form of visual communication in modern design, have been widely used in many fields of modern design and have become packaging and One of the important expressions of product design. With its unique artistic charm and rich expressive language, illustrations have attracted increasing attention from designers. At the same time, because of their unique stylized expression, illustrations have brought a refreshing experience to the packaging market and are deeply loved by the public.

Illustrations have various expression techniques, and different brushes and different designers show completely different styles. It is precisely because of the variability of its style that we can learn from the creative style of illustrations. Based on the analysis of the attributes and characteristics of the product itself, we can create packaging works with strong visual appeal, as shown below.

Illustrations can express completely different feelings from photography and create a dizzying variety of forms. The combination of illustrations and packaging design gives designers great creative freedom, and designers can boldly Try a variety of styles of design: exaggerated painting style can highlight the characteristics of the packaging, add interest to the packaging, and is suitable for the packaging of creative products, as shown in Figure 2.1 below; black and white sketch lines reflect the simplicity and nature of the packaging, giving people a quiet and friendly feel. The harmonious feeling is used in the packaging of humanistic products, as shown in Figure 2.2; the small fresh style and healing style illustrations give people a pleasing and heart-warming feeling. They are deeply loved by women and are often used in cosmetics, tissues and other products. Packaging, as shown in Figure 2.3 below; illustrations with ethnic style, influenced by region and customs, are often used in the packaging of specialty products such as tea, as shown below

The illustrations themselves are rich in artistic modeling language, beautiful, realistic, and retro Many styles can be integrated into the packaging design of clothing, cosmetics, and food, which not only meets the different emotional needs of different consumers, but also achieves good design and communication effects. Illustration packaging design uses beautiful shapes to inspire people's imagination and guide consumers' associative feelings to convey information. The application of illustrations in packaging gives packaging new decoration forms and visual communication concepts, brings new packaging methods and visual effects to packaging design, and adds artistic charm and cultural connotation.