[Abstract] The design must have the best visual communication ability from the manufacturer to the consumer. The design must be able to answer all 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 influence its function. Design is not simply for the sake of art, but for creating more sales opportunities. In a word, as a component of packaging design, the design of modeling is different from other factors in the method of design and expression, and the combination of trademarks, colors, graphics, characters, and modeling can organically combine to create a good packaging. works.
Keywords: packaging; design; vision; elements
Packaging and decorating design is a major category in the modern design category, and its status is diverse. To sum up, there are two main contents. The first is the three-dimensional design: it mainly solves the aesthetic relationship between structure and form, and the rationality of this relationship in the design and production process, that is, to protect the goods, to facilitate transportation, Storage functions, etc., as well as the special needs of different product categories. Followed by visual communication design: Its main function is to give the appearance of the three-dimensional form of the packaging, as well as the decoration of the flat packaging form, with the ability to facilitate the visual promotion of goods.
1 Elements of Packaging Design
As a designer of packaging and decorating, the relationship between visual information and aesthetics as well as the speed of visual communication and the influence of visual information on consumer groups should be resolved. Of course, for the purpose of market, the performance of the design should tend to be commercial design, and from the perspective of technology use, it is more in the category of graphic design. Visual communication, as a component of the design of packaging and decoration of goods, should include the following aspects.
1. 1 trademark elements
Trademarks, as spokespersons for the personalization of companies or products, can make a difference between goods and commodities. When you recognize the unique attributes of a trademark, you can understand the importance of the trademark in packaging design. The main design factors that make up the packaging design form, color, graphics, text, etc., regardless of these factors in the design process, such as performance and composition, can not avoid a problem, that is, all activities will be centered around the trademark. Because each type of packaging in the specific performance, its color, shape, text, etc. may be repeated or similar. However, under the premise of being protected by law, its proprietary attributes can make the packaging design of the product different from similar brands. Therefore, in the design process, we must pay attention to the basic functions of the trademark in the packaging: 1) Create a trademark for the new brand that embodies both the characteristics of the product and its distinctiveness. It must arouse the goodwill of the consumers and be easy to recognize and remember. 2) The ability to improve and update the original trademark; 3) To determine the ability of the trademark information to be conveyed in the overall form of the packaging design.
Since the use of trademarks has a long-lasting nature, we must attach great importance to the particularity of trademarks in the design of packaging and decoration, or in the course of continuous updating and perfection. Because, the trademark is an important guarantee for the packaging design, production and consumption.
1. 2 color elements
Color, as a visual physiological phenomenon that stimulates people's emotions, has universal significance in real life and in many subject areas. Although packaging design is accomplished through many means and techniques, the unique attributes of color are irreplaceable. Due to the unique psychological effects of color, designers should have the intuitive judgment of color aesthetic value and the ability to use color as a visual language to express technology in the process of packaging and decorating.
Although the understanding of the physiological effects of color is sometimes abstract and ambiguous, the color emotions it produces can lead consumers to think differently about packaging. As an independent science, color has its basic laws and attributes. Based on this, the emotional factors that color produces mainly consist of subjective emotions and objective emotions. Subjective emotions are the emotions of color produced by subjective consciousness of individuals. Due to differences in people’s age, ethnicity, education, environment, and beliefs, they determine their appraisal of the likes and dislikes of color. In this design, the main sales target of goods must be considered. Sales areas have a preference for color and taboos. Objective emotion is the universal understanding of visual color. That is, anyone who sees a certain color will have the same or similar feelings. Its main aspects include:
1) The color of cold and warm, mainly determined by the hue of psychological feelings;
2) The importance of color: It is mainly determined by lightness;
3) Soft and hard colors: mainly determined by purity
4) The strength of color: mainly by the hue and lightness to determine psychological feelings;
5) Bright and melancholy colors: The psychological feelings are mainly determined by lightness and purity;
6) Excitement and calmness of color: The psychological feeling is mainly determined by hue, lightness, and purity.
In packaging design, in order to convey the unique attributes and values ​​of a product, you should also consider:
Depending on the inherent color of the product, consumers can directly identify product attributes within the package. For example, the orange juice is orange and the coffee is brown. According to the preferences of the main sales target of the commodity and the sales area, the color tone that can convey the nature of the commodity and cause goodwill is used, resulting in the association of the abstract concept, so that the package expresses the commodity. Connotation.
(to be continued)