What are the expressive methods of packaging design?

The purpose of packaging design is to protect commodities, followed by beautifying commodities and conveying information. The focus and angle of performance is mainly to solve what to show, which only solves half the problem. Good expression and form are the vitality of design. In packaging design, no matter how it is expressed, it must show some characteristics of its content.

1. Direct display method

This is one of the most common and widely used expressions. It shows a product or theme directly and truly on the advertising page, and makes full use of the realistic expression ability of photography or painting. Deliberately depict and focus on rendering the texture, shape and functional use of the product, presenting the exquisite texture of the product attractively, giving people a sense of reality, and Bian Xiao makes consumers feel intimate and trust in the advertised products.

This technique directly pushes the product to consumers, so we should pay great attention to the combination and display angle of the product on the screen, highlight the brand of the product and the most touching part of the product, and set off the product in an infectious space with colored light and background, thus enhancing the visual impact of the advertising screen.

2. Highlight the characteristic method

Use various ways to grasp and emphasize the distinctive features of the product or theme itself, and clearly show them, and put these features in the main visual parts of the advertising picture or set them off, so that the audience can feel it immediately when they come into contact with the language picture, attract attention and generate visual interest, and achieve the promotion purpose of stimulating the desire to buy.

In advertising performance, these characteristics that should be highlighted and rendered are generally determined by the unique ability of product image, manufacturer's corporate logo and product trademark.

The technique of highlighting features is also a common and widely used expression technique, and it is one of the important techniques to highlight the theme of advertisements, which has significant performance value.

3. Contrast and contrast method

Contrast is the most prominent expression of artistic beauty that tends to conflict with opposites. It puts the nature and characteristics of the things depicted in the works in sharp contrast and direct contrast, so as to express and contrast, and achieve centralized, concise and tortuous performance from the differences presented by comparison. Through this method, the performance and characteristics of products are more clearly emphasized or prompted, giving consumers a profound visual experience.

As a common and effective expression, it can be said that all arts benefit from comparative expression. The application of contrast not only makes the advertising theme more expressive, but also full of interest, which expands the appeal of advertising works. The successful application of contrast method can make the seemingly ordinary picture processing contain rich meanings and show the different levels and depths of advertising theme performance.

4. Reasonable exaggeration

With the help of imagination, a certain aspect of the quality or characteristics of the propaganda object is obviously exaggerated in order to deepen or expand the understanding of these characteristics. Writer Gorky pointed out: "Exaggeration is the basic principle of creation." Through this technique, we can emphasize or reveal the essence of things more clearly and enhance the artistic effect of works.

Exaggeration is generally the pursuit of novelty and change, exaggerating the characteristics and beauty of the object through fiction, giving people the feeling of novelty and change.

According to the characteristics of its performance, exaggeration can be divided into morphological exaggeration and facial exaggeration. The former is a superficial treatment, while the latter is a hidden treatment. Through the use of exaggeration, the artistic beauty of advertising has been injected with rich emotional color, making the product unique and touching.

5. Look at the big picture from the small.

In advertising design, three-dimensional images are emphasized, selected and concentrated, and a point or part is described or extended and enlarged with unique imagination, so as to fully express the theme. This kind of artistic treatment, which focuses on points and areas, sees the big from the small, and is incomplete as a whole, has brought great flexibility and infinite expressive force to the designer, and at the same time provided a broad imagination space for the receiver, and gained vivid interest and rich associations.

Seeing the "small" in the big picture from an early age is the focus of advertising picture description and the center of visual interest. It is not only the concentration and growth of advertising creativity, but also the unique arrangement of designers. Because it is no longer "small" in the general sense, but the product of the refinement of small and big, and it is a concise and deliberate pursuit.

Step 6 use association method

In the aesthetic process, rich association can break through the boundaries between time and space, expand the capacity of artistic image and deepen the artistic conception of the picture.

Through association, people often see themselves or their related experiences in the aesthetic object, and the aesthetic feeling is particularly strong, so that the aesthetic object is integrated with the people who judge Microsoft in the United States, thus producing a voice of aesthetic feeling in the process of association, and the intensity of their feelings is always strong and rich.

7. Humorous methods

Humor method refers to the clever reproduction of comedy features in advertising works, grasping local things in life phenomena and showing them through some ridiculous characteristics such as human nature, appearance and behavior.

Humor often uses interesting plots and ingenious arrangements to extend some things that need to be affirmed to the level of comics, resulting in a humorous artistic conception that is full of fun and funny. The contradiction and conflict of humor can achieve unexpected and reasonable artistic effect, arouse the audience's knowing smile and play the role of artistic appeal in a unique way.

8. Borrow metaphors

Metaphor refers to choosing two things that are different in this copy but similar in some ways in the design process. "This thing is used as a metaphor for another thing" is not directly related to the theme, but it has some similarities with some features of the theme at a certain point, so it can be used to play a role and be transformed to obtain the artistic effect of "tactfully expressing ideas".

Compared with other expressions, metaphor is subtle and sometimes difficult to see at a glance, but once understood, it can give people an endless feeling.

9. the method of holding things with affection

The most direct influence of art is emotional factors, and aesthetics is a process in which the subject and object of beauty constantly exchange feelings and produce buzz. Art has the characteristic of conveying feelings. The phrase "those who touch people's hearts are not before feelings" has already explained the role of emotional factors in artistic creation. In the way of expression, we should pay attention to choosing the content with emotional tendency, set off the theme with beautiful feelings, and truly and vividly reflect this aesthetic feeling, so as to gain the power to impress people with emotion and give play to the power of art to infect people. This is the literary focus of modern advertising design, pursuing beautiful artistic conception and interest.

10. suspense arrangement method

The mystique and confusion of expression techniques make people feel confused at the first sight about the advertising picture, resulting in a state of doubt and tension, causing layers of waves in the audience's psychology, producing exaggerated effects, driving consumers' curiosity and strong actions, opening positive thinking associations, arousing the audience's strong desire to further understand the meaning of advertisements, and then pointing out the theme of advertisements through advertising titles or words, so as to relieve suspense and leave unforgettable psychological feelings.

Suspense technique has high artistic value. First of all, it can deepen contradictions and conflicts, attract the interest and attention of the audience, produce strong feelings and produce fascinating artistic effects.

A qualified package always needs various expressions. Have you learned the above ten methods? In addition, it is worth mentioning that when designing, we should not copy these expressions directly, but learn to use them comprehensively.