What are the main elements of packaging design?

Several elements of packaging design The decorative design of packaging is not a simple picture decoration, it must be a combination of certain commodity information communication and visual aesthetic communication. The previous discussion on function and form has emphasized this point. As far as function is concerned, if the modeling structure of packaging should mainly fulfill certain material functions, then packaging decoration should focus on fulfilling certain aesthetic communication functions. The screen design of sales packaging is actually an advertisement of content. Therefore, we must pay attention to concise, clear and unique advertising effect, which is an important feature of modern packaging and decoration design. Packaging and decoration design is mainly reflected in the comprehensive treatment of graphic design, color design, text design and layout design. In the design, the main text of the main screen must be arranged on the main display surface of the package, and at the same time, attention should be paid to the basic color and layout of the main display surface. The main exhibition surface generally includes trademarks, brand names, product names, producers, main graphics, etc. And concise advertising language can also appear on the main display surface. The conception, graphics, colors, characters and layout of packaging decoration design are discussed below. The conception of packaging and decoration design is the soul of design. It is difficult to form fixed formulas in design and creation, such as conception methods and procedures. Creation is mostly from immaturity to maturity, and it is normal to affirm or deny some, modify some or supplement some in this process. The core of conception is to consider what to express and how to express it. To answer these two questions, we should solve the following four points: emphasis, angle, technique and form. Just like fighting, the focus is on attacking the target, the angle is a breakthrough, the technique is a tactic, and the form is a weapon. If any link is not handled well, it will be completely abandoned. First, the performance points

Emphasis refers to the concentration point of performance content. Packaging design is limited in the drawing, which is a space limitation. At the same time, the packaging is known to the buyer in a short period of time, which is the time limit. This limitation of time and space requires that packaging design should not be blind and complete, and everything is equal to nothing.

To determine the key points, we should compare and choose relevant materials among commodities, consumption and sales, and the basic point of choice is to help increase sales. The following is a list of key projects for your reference. Trademark image and brand meaning of goods; Functional utility and texture attributes of commodities; The origin background and local factors of commodities; The background of the place where the goods are sold and the consumers; The difference between the commodity and the current product; The commodity is similar to the packaging design; * * * goods, their related characteristics and so on. These are all media materials for design ideas. When designing, we should know as much as possible about related materials, compare and choose them, and then determine the key points of performance. Therefore, designers are required to have rich knowledge and cultural knowledge about commodities, market accommodation and life. The more accumulated, the wider the world of ideas, the more ways, and the more basis for choosing the key points. The choice of key points mainly includes three aspects: trademark number, commodity itself and consumer object. Some products with famous trademarks or brands can focus on trademark brands: some products or new products with outstanding characteristics can focus on the products themselves; Some consumer-oriented commodity packaging can be consumer-centered. Among them, commodity-based performance is the biggest, which will be mentioned later. In short, no matter how you express it, you should pay attention to conveying clear content information. Second, from the perspective of performance.

This is the deepening after determining the performance point, that is, there must be a specific breakthrough after finding the main attack target. If we focus on trademarks and brands, do we show the image of the brand or show some meaning of the brand? If we focus on the commodity itself, is it the external image of the commodity or the internal attribute of the commodity? Does it represent a component of * * * or its functional utility? Everything has different angles of understanding, and focusing on one angle in performance will be beneficial to the salience of performance. Third, the technique of expression

Just as the focus and angle of performance are like goals and breakthroughs, the technique of performance can be said to be a tactical problem. The focus and angle of performance is mainly to solve what to show. This can only solve half the problem. Good expression and form are the vitality of design. No matter how you express it, you must express the content and express some characteristics of the content. Broadly speaking, everything must have its particularity, and everything must be related to some other things. In this way, there are two basic ways to express a thing and an object: one is to express some characteristics of the object directly, the other is to express things indirectly by means of some characteristics of the object, and the third is to express things indirectly by means of other things in the Ming Dynasty. The former is called direct performance, and the latter is called indirect performance or help performance. 1. Direct performance Direct performance means that the focus of performance is the content itself. Including its appearance, shape, use and usage. The most commonly used method is to express it by taking photos or opening windows. In addition to objective direct expression, there are the following direct expression skills using auxiliary methods. Set-off: this is one of the auxiliary ways, which can make the subject express more fully. The set-off image can be concrete or abstract, so be careful not to usurp the role of the master when dealing with it.

Contrast: this is a transformation form of contrast, which is called contrast, that is, setting off from the opposite side, so that the subject can get a stronger performance in contrast. The contrast part can be concrete or abstract. In direct expression, we can also change the subject image and make its main features more prominent, among which induction and exaggeration are commonly used methods.

Inductive method: inductive method is to seek clarity by simplification, and exaggerated method is to seek prominence by change. The similarity between the two is that some changes have been made to the subject image. Exaggeration is not only a choice, but also an emphasis, which makes the subject image unreasonable, but reasonable. There are many vivid examples of this expression in China folk paper-cutting, clay toys, shadow play modeling and foreign animation art, and this expression is full of romantic interest. The exaggeration of packaging pictures generally pays attention to the characteristics of cuteness, vividness and interest, and should not be ugly.

Exaggeration: induction is to seek clarity by simplification, and exaggeration is to seek prominence by change. The similarity between the two is that some changes have been made to the subject image. Exaggeration is not only a choice, but also an emphasis, which makes the subject image unreasonable, but reasonable. There are many vivid examples of this expression in China folk paper-cutting, clay toys, shadow play modeling and foreign animation art, and this expression is full of romantic interest. Generally, the exaggeration of packaging pictures should pay attention to the characteristics of cuteness, vividness and interest, and should not be in the form of ugliness.

Close-up: this is a way of giving up the big and taking the big, and expressing the whole locally, which can concentrate the characteristics of the main body more. In the design, we should pay attention to the localization. 2. Indirect expression Indirect expression is a relatively internal expression technique. That is, the object itself does not appear on the screen, but is represented by other related things. This technique has a wider range of expression and is often used to express a certain attribute or brand, idea, etc. The content in the concept. As far as products are concerned, some things cannot be directly expressed. Such as perfume, wine, washing powder, etc. This needs to be handled through indirect expression. Many products are simultaneously or directly. In order to obtain novel, unique and changeable performance effects, we often seek innovation and change from indirect performance. Indirect expression methods include metaphor, association and symbol. Metaphor: Metaphor is a way to compare things with other things, and it is a way to compare things with other things. The components of metaphor used must be concrete things and images that most people know, which requires designers to have rich knowledge of life and cultural literacy.

Association: Association method is to guide the viewer's knowledge to concentrate in a certain direction with the help of an image, and the association generated by the viewer supplements the content that is not directly explained in the picture. This is also an expression from some to others. When people watch a design wound, it is not simply visual acceptance, but there will always be certain psychological activities. The consciousness of some psychological activities depends on the performance of design, which is the psychological basis of the application of association method. The media image with the help of association method is more flexible than concrete image, which can be concrete or abstract. All kinds of concrete and abstract images can arouse people's association. People can think of happiness from specific flowers, frogs from tadpoles, Egypt from pyramids, autumn from fallen leaves and so on. You can also think of mountains and rivers from the abstract wood grain, the sky and the sea from the horizon, the grassland forest from the green and the lost time from the running water. The ice flowers on the window will make people have all kinds of associations.

Symbol: this is the transformation of the combination of metaphor and association, which is more abstract in the meaning of expression and more blaming in the form of expression. In packaging and decoration design, it is mainly reflected that most people have the same understanding to express a certain meaning of the brand and the abstract attributes of a certain commodity. Compared with metaphor and association, pictograph is more rational and implicit. For example, the Great Wall and the Yellow River symbolize the Chinese nation, the pyramids symbolize the antiquity and civilization of Egypt, and the maple leaves symbolize Canada. As a symbolic medium, the expression of meaning should be permanent and unchangeable. In symbolic expression, the symbolic use of color is also very important.

Decoration: In terms of indirect expression, some gift packages often use decorative techniques instead of metaphors, associations or symbols. This kind of "decoration" should pay attention to a certain orientation, and use this nature to guide the viewer's feelings. Fourth, the forms and techniques of expression are to solve the problem of how to express. Form is an external weapon, a specific language of design expression and a visual communication of design. The consideration of the form of expression includes the following aspects: how to design the main map and the non-main map; Use photos or paintings; Concrete or abstract; Realism or freehand brushwork; Induce or exaggerate; Whether to adopt a certain process form; What is the size of the area, etc.

What is the overall hue of the color; How to grasp the hue, lightness and purity of each part of the color block, the relationship between different color blocks, how to change the area of different colors, etc.

How to design brand and name fonts; What is the font size?

How to deal with the location arrangement of trademarks, main characters and main graphics; What is the relationship between the parts of shape, color and word? What kind of arrangement is it formed?

Whether to carry out auxiliary decoration treatment; How to consider the use of gold and silver and the change of texture and texture, etc. These are all to be specifically examined in the whole process of formal deliberation. Several elements of packaging design (2) Graphics of packaging decoration design can be divided into the following categories in content: product image; Logo image; Consumer image; Metaphorical image; Font change image; Application description image; Auxiliary decorative images, etc. First, the key points of graphic design pay attention to accurate information

As the language of design, graphics should be clearly expressed. In the treatment, we must keep the main features and pay attention to the details of key parts. Otherwise, it is a hundred miles away. Such as apples, tomatoes, oranges and so on. They are all about the same size, but in fact they are quite different, depending on their different characteristics in processing.

The characteristics of an image are often more distinct in comparison with similar images in Spring and Autumn Annals, and it is an effective method to grasp the characteristics in comparison.

Pay attention to distinctive and unique visual experience

In modern sales, packaging and decoration is actually a small advertising design, which should not only pay attention to the specific information transmission of the content, but also have a distinctive and unique visual image.

The so-called uniqueness does not lie in simplicity or complexity. Simplicity can be unique or plain; Complexity can be novel or ancient. Be concise and changeable, complex and not cumbersome; Simple and vivid, rich, complex and simple, perfect. It can be novel, unique and full of personality.

Pay attention to limitations and adaptability.

Graphics convey certain ideas, so we should pay attention to the different customs and habits of different regions, countries and nationalities. At the same time, we should also pay attention to adapting to consumers of different genders and ages. Second, the form of graphic design changes graphics can be mainly divided into three categories: concrete, abstract and decorative graphics. 1. figurative graphic photographic pictures: photographic pictures can truly express the product image, have rich color levels and are widely used in packaging. In addition to realistic representation, photographic graphics can also be treated in a variety of special ways to form a variety of graphic effects.

Realistic painting graphics: photography can't replace painting means. The so-called painting is not purely objective realism, otherwise there is no need to paint. According to the performance requirements, the object to be represented should be subjectively selected to make the image simpler and more perfect than the real thing.

Induce and simplify graphics: this refers to the generalization on the basis of realism. Summarize the characteristics, simplify the hierarchy, and make the object more concise and clear. In the expression method, the changes of points, lines and surfaces can form a variety of expression effects.

Exaggerated and changeable graphics: this is based on inductive and simplified change processing. That is to say, both generalization and deformation are emphasized, so that the performance object can achieve vivid and humorous artistic effect. 2. abstract graphics abstract graphics refer to graphics that have no direct meaning, but are indirectly related to point changes, linear changes and area changes. Abstract graphics have broad performance space and great potential in the performance of packaging pictures. Although abstract graphics have no direct meaning, they can also convey certain information, which is very important in design. As mentioned above, abstract graphics can also guide the viewer's associative feelings in the conceptual expression of associative method. 3. Decorative graphics are also widely used in packaging and decoration, including borrowing traditional decorative patterns. In the design, we should pay attention not to abuse decorative patterns, but to combine the background attributes, characteristics and grades of the content to use them properly. In addition to traditional printing, graphics can also be processed by techniques such as molding. Of course, this should be selected according to the cost level of the package and the performance requirements of the contents. Several elements of packaging design (3) Packaging color is the most active factor affecting vision, so packaging color design is very important. Determine the total hue

Whether the overall feeling of packaging color is gorgeous or simple depends on the overall tone of packaging color.

The total hue is directly reflected by the basic color attributes of hue, lightness and purity. Such as bright tone, dark high tone, fresh tone, gray tone, cold tone, emphasis, weak tone, soft training, hard tone, re-tone and so on.

area factor

Besides hue, lightness and purity, color area is an important factor that directly affects hue. The first consideration of color matching is the arrangement of large areas of colors, which has a long-distance visual effect on packaging and display. In addition, when the contrast between two colors is too strong, the area of one color can be enlarged or reduced without changing hue, purity and lightness.

visual identity

Visibility refers to the clarity of color matching levels. Good visibility is very important in visual communication design such as packaging and advertising. Visibility depends on the striking degree of the color itself on the one hand, and on the contrast between the colors on the other. In the advertising design, its principle and method are also introduced in detail, which can be used as a reference for the color design of packaging and decoration.

Emphasize color

Emphasis color is the key color in the overall tone, which combines area factor and visibility. Generally, lightness and uniformity are required to be higher than the surrounding colors, and the area is smaller than the surrounding colors, otherwise it will not play an emphasis role.

Interval color

The use of interval color refers to the use of another color in the middle of adjacent and contrasting colors, such as interval or * * *, which can strengthen coordination and weaken contrast. The interval color itself is mainly neutral black, white, gray, gold and silver. If there is a color interval, it is required that the interval color is quite different from the color separation in hue, lightness and purity.

Gradient color

Gradient is a gradual change in color, hue, brightness and purity. Gradient color has a harmonious and rich color effect, which is widely used in color processing of packaging.

contrast color

Contrast color is different from strong color matching, which is a color with similar area but contrasting hue and brightness. This color has a strong visual effect, so it is an advertisement.

Symbolic color

This is a kind of conceptual coloring that does not directly imitate the color characteristics of content, but is applied according to the common understanding of consumers. It is mainly used to express a certain spiritual attribute of a product or a certain brand concept. For example, the packaging of cigarettes in China has chosen the color symbolizing the Chinese nation-red.

Signal coloring

The logo color mentioned here is not the color of a trademark, but the color used to distinguish the packaging of different kinds or similar products. For example, different colors are used to distinguish the packaging colors of different components of the same brand of daily chemical products. In treatment, the area, shape and position should be changed.

Secondary color

Contrary to the emphasis color, it is an auxiliary color method to adjust the overall tone or emphasis color, which is used to strengthen the tone level and achieve rich color effects. In the design process, we should pay attention not to usurp the host's role and abuse it blindly.