1. 3 Graphic Elements
Packaging design is the combination of trademarks, colors, graphics, text and decorations, and forms a complete visual graphics to convey product information, so as to guide consumers' attention. Designers using visual factors combined with design factors should determine the form of the graph by showing whether the symbolism of the graphic can express the consumer's demand for the ideal value of the product. That is, relying on the pattern arch bracket appeal [2]. When the designer chooses a graphic expression technique, regardless of whether it adopts figurative figures, abstract symbols, or exaggerated paintings, it should be considered whether it can create an inductive effect with psychological association. To be able to design a graphic with persuasiveness, attention should be paid to the choice of graphics material and specific performance:
1) The theme is clear. Any product has its own unique language, and it should be determined before the design of a topic to be expressed. It may be a trademark, or it may be a product, a consumer, or an allegorical figure. In this way, the essential characteristics of the product can be clearly distinguished from similar products.
2) Simple and clear. In the design, the expression means is selected according to the multifaceted characteristics of the main sales target of the commodity and the understanding of the graphic language. Due to the size of the package itself, complex graphics will affect the positioning of the theme. Therefore, by adopting graphics in a way that is consistent with ten or less, visual information can be delivered more accurately.
3) Truthful and reliable. There are many ways to choose and use graphics, but the key problem is that graphics cannot be deceived. Misleading graphics may be acceptable to consumers for a short time, but it is impossible to maintain consumer shopping behavior for a long time. Only honesty can gain trust. Trust is the emotional foundation of communication between products and consumers.
4) Unique personality. The uniqueness of the product enables it to be competitive in the market. The uniqueness of the package can attract consumers' attention. Therefore, in the process of selecting and representing design graphics, the original language of graphics is a guarantee for the success of packaging design.
1. 4 Text Elements
The most direct means of explaining product content to consumers is text. The text on the package usually shows:
Trademark names, product names, unit quality and capacity, quality descriptions, usage instructions, descriptions of relevant ingredients, notes, names and addresses of product manufacturers, production dates, and other textual descriptions. The role that designers need to play in this area is how to make these explanatory texts communicate effectively, accurately, and clearly. From the basic principles of packaging design, it also needs to be easy to read, easy to recognize and easy to remember. In general, the text on the package, in addition to the name of the brand, all the text is mainly to arrange and select the font based on the principle of quickly interpreting the content of the goods to consumers. The font design of the text should comply with the following principles in packaging and decoration:
1) There is a difference in the design of textual primary and secondary relationships;
2) Strengthen the importance of marketing, considering the language of the sales region;
3) It should not ignore the visual expression ability of the text because of its recognition characteristics;
4) The difference and use of art characters and printed characters;
5) Versatility of textual aesthetics;
6) Obey the product's characteristics and draw the consumer's attention. Font design in the packaging and decoration, the requirements are both concise and clear, but also conducive to consumer recognition, as well as arrangement, layout, size, decoration and other factors in the importance of font design.
1. 5 modeling elements
Due to the product's own differences, the shapes in the packaging design show diversity. From the aspects of structural composition and application scope, the packaging design (or container design) must be understood from three different perspectives: producers, sellers, and consumers.
The purpose of the packaging design is to create a special personality, which can highlight and convey the goods in the shelf display. However, the packaging structure is often technically limited in several aspects. The design must take into account:
1) The characteristics of the material. Such as production technology, paper restrictions, plasticity of glass, plastic, etc.;
2) Loading production line, that is, what kind of charging equipment;
3) Packaging production line, that is, what kind of capping equipment;
4) Label sealing production line, that is, label sealing material and equipment. Of course, there are market factors. In general, the design of packaging structures depends on two aspects, materials, equipment, and markets.
As the modeling refers to three-dimensional design factors, it should be analyzed in the design process to different decent, primary and secondary, and actual and actual, reflecting the different visual, tactile and psychological effects that the styling design (or container design) brings to consumers. As an important part of packaging and decorating, styling design should reflect its own value and coordinate with other elements. In the design process, attention should be paid to: the primary and secondary relationship between modeling and other design elements; the visual effects of three-dimensional and flat surfaces; the identity of packaging and containers; the unique three-dimensional effects and tactile feelings of modeling and container design; Meet product, transportation, display and consumption requirements.
2 Conclusion
The design must have the best visual communication capabilities from the manufacturer to the consumer. The design must be able to answer all the information requests and content that consumers are willing to put forward.
Design is a tool for information transmission. Using the best information to convey this method will effectively affect its function [3]. Design is not simply for the sake of art, but for creating more sales opportunities. In a word, as a component of packaging design, modeling has different design methods and performance methods from other factors. It can combine trademarks, colors, graphics, characters, and modeling to create a good packaging. works.
Author: cleft Jianye (Hebei University)
Source: Packaging Engineering, Issue 3, 2005