Visual Elements in Modern Packaging Design (1)

The original purpose of the packaging is to ensure that the goods are not damaged during transportation and are easy to store. Modern packaging, in addition to accomplishing these basic goals, has gradually become an integral part of product design. With the intensification of commodity competition and people’s increasing demand for personalized goods, the role of packaging has become increasingly apparent. Excellent packaging design can increase the value of goods and induce consumer's desire to purchase. With the popularization and development of the circulation mechanism of supermarkets, customers can choose their own shopping. The charm of the packaging design of goods becomes an important factor to promote purchase. For consumables, the promotion of packaging is particularly evident.

The visual design of the package has the same and similar design methods and steps as other visual communication designs. The packaging design must also be based on market research. It should be positioned from three aspects: the producer, the commodity, and the sales target. The appropriate packaging material should be selected. The packaging structure should be designed first, and then the text should be provided according to the layout of the packaging structure. The design of visual elements, such as logos, images, etc., ensures that the information content is fully accurate, the appearance of the image is eye-catching, and the personality of the brand is rich.

First, the integrity of the design language expression

The visual elements in packaging design are the sum of the shapes, compositions, colors, patterns, patterns, and fonts. The shape determines the skeletal genre of the package, the composition reflects the image style of the package, the color represents the mental outlook of the package, and the font directly reflects the essence of the content of the package. Therefore, the composition, color, and font of the packaging design should be conceived at the same time, complement each other, achieve functionalization of the modeling, specialization of the composition, ideal color, and visualization of the text, and satisfy the science, practicality, beauty, and low cost of the packaging. There are four conditions for competitiveness. Successful packaging design can often achieve three kinds of results: far-reaching effects one by one; eye-catching effects near one by one; long-term effects - impressive. At the same time, successful packaging design must also have five basic points: 1 shelf impression: a good design can make the goods on the shelves for customers to play a strong attraction; 2 readability: the text on the package should be clear and easy to read Product description should be simple and straightforward, at a glance; 3 Appearance patterns: appearance patterns should be beautiful, eye-catching, metaphorical and artistic and can be successful; 4 trademark impression: trademark to be concise and clear, a look can leave a deep impression ;5 Features Description: Product features, features, open methods, precautions, etc. should also be shown in plain and simple text. With the above five basic points of design, consumers will put it down. Therefore, in the packaging design process, we must first pay attention to the overall relationship between the design elements.

Second, the design of the text

The words on the package include brand names, product models, specifications and components, quantity and batch number, use and maintenance, methods of use, production units and Pinyin or foreign languages, etc. These are important parts of the introduction of goods and promotional goods, such as chemicals, instruments, medicines, foods. , mechanical, cultural and educational supplies are mainly identified by text, indicating that the text is an important part of the package.

Text as a decorative technique has the meaning of beautifying the product in the design, and it should be based on the premise of expressing the characteristics of the product. The decorative methods of writing are different, and it is easy to arouse the customer's resonance, imagination, and memory with the combination of products. When used properly, they can also win by cleverness and make people feel unique. As long as the reasonable design is based on the characteristics of the product, it can show individuality and all kinds of new ideas, whether it is combined with other forms or used alone.

Our great Chinese nation has thousands of years of cultural heritage. Traditional Chinese calligraphy is an art itself. In recent years, many of our country's works as the main body of packaging design have also been successful. In particular, local products and special gifts have been decorated with Chinese character calligraphy. Some of them have been affixed with seals and ancient paintings and have strongly displayed the national style. We look at Japan's packaging and decorating design, we can see that calligraphy packaging is also quite popular in Japan. All in all, the function of decorative words should be fully mobilized to enhance and enrich design effects.

Third, the use of commercial photography

Commodity packaging should not only clearly outperform competitors on the shelf, but should also quickly reflect the content of the goods. In food, glassware, ceramic products, exquisite work products, toys, etc., people pay more and more attention to the "realistic" image, and customers are eager to go through packaging to see at a glance the actual product image. If the package can not be fulfilled, the customer will not pick it out, that is, if the contents of the package are not displayed in an appropriate manner, the product will no one cares.

The packaging design using commercial photography techniques in the modern international market is increasing day by day. It conforms to the emergence and development of self-service sales methods in the international market, conforms to the customer's requirements to "truely" understand the psychology of products, and conforms to the requirements of socialized large-scale industrial production. Make the packaging design with intuitive, fast and accurate reflection of the internal content, and its image, texture, color to achieve the perfect point, even beyond the scope of the original product. Modern technology and the ever-evolving electronic plate-making printing process have provided packaged visual communication design with a higher material means than true-to-life expression, plus the clever design of the design to make the package of goods. The outfit is more attractive. (to be continued)