The packaging design is not simply a picture decoration. It must be a combination of certain product information transmission and visual aesthetic communication. The previous discussion of functions and forms has emphasized this point. As far as function is concerned, if the shape structure of the packaging should mainly fulfill certain material functions, then the packaging and decoration will focus on accomplishing certain aesthetic communication functions. The design of a sales package is actually an advertisement for the contents. Therefore, we must pay attention to concise, clear and unique advertising effects. This is an important feature of modern packaging and decorating design.
Packaging and decoration design is mainly reflected in the four aspects of graphic design, color design, text design and layout design. In the design, the body text of the main body diagram must be arranged on the main display surface of the package, and at the same time, the basic colors and arrangement of the main display surface should also be noted. The main display surface generally includes trademarks, brand names, product names, producers, and main body graphics. Simple slogans can also appear on the main display surface.
The following sections discuss the design, graphics, color, text, and layout of packaging and decoration design.
The concept of packaging and decoration design
Conception is the soul of design. It is difficult to formulate formulas such as fixed conception and conceiving procedures in design creation. Most of the creation is from immature to mature. In this process, some or none of them are affirmative. It is a normal phenomenon to modify or add some. The core of the idea is to think about what and how to represent two issues. To answer these two questions, we must address the following four points: performance focus, performance perspective, performance techniques, and forms of expression. As in combat, the emphasis is on attacking targets, the angle is the breakthrough, the tactics are tactics, and the forms are weapons. Any one of these links will not be dealt with properly.
First, the performance of the key
Focus is on the concentration of performance content. Packaging design is performed within a limited picture, which is a spatial limitation. At the same time, the packaging is sold to the buyer for a short period of time, which is a limitation of time. This kind of space-time restrictions requires that packaging design cannot be blind and complete, and that everything should be equal to nothing.
The key to the determination of the goods, consumption, and sales of the three aspects of the relevant information to compare and select, the basic point of choice is to help improve sales. The relevant items that will be identified below are listed for reference.
The trademark image of the product, the meaning of the brand;
The product's functional utility, texture properties;
The origin of the product, local factors;
The selling background of the commodity, the target of consumption;
The difference between the product and the current product;
The status of similar packaging design for this product;
The product has a total of its related characteristics and so on.
These are the media information of design ideas. When designing as much as possible to understand the relevant information, to compare and select, and then determine the focus of performance. Therefore, designers are required to have a wealth of knowledge and cultural knowledge related to commodities, markets, and living. The more you accumulate, the wider the conception of the world, the more paths you have, and the more basic your choice of key points.
The selection of key points mainly includes three aspects: the trademark number, the product itself, and the consumption target. Some products with well-known trademarks or brands may use trademark brands as the focus of their performance: Some products with prominent features or new products may use the product itself as the focus; some products that are targeted to users are highly targeted. Packaging can focus on consumer performance. Among them, the performance-focused performance has the greatest performance, which is discussed later in this article. In short, regardless of how they are performed, they must focus on communicating clear content information.
Second, the performance angle
This is the deepening after the determination of the performance points, that is, after finding the main target, there must be a specific breakthrough. If the focus is on trademarks or brands, what is the meaning of the image or performance of the brand? If the performance of the product itself is the focus, is it a manifestation of the external image of the product or an inherent property of the product? Is it the performance of a total compositional component or its functional utility? Things have different angles of understanding, and they are more focused on one aspect of performance. This will benefit the expressiveness of performance.
Third, the performance method
Just as the performance focus and performance perspective is like the goal and the breach, the performance technique can be said to be a tactical issue. The focus and perspective of performance are mainly to resolve what is being performed. This is only half the problem solved. Good performance techniques and expressions are the vitality of design.
Regardless of how they behave, they are all about showing some characteristics of content and performance. In a broad sense, everything must have its own particularity. Anything must have a certain connection with some other things. In this way, to represent a thing and to represent an object, there are two basic techniques: one is to directly express certain characteristics of the object, the other is to indirectly rely on certain features of the object, and the other is to indirectly use The other things to show things. The former is called direct performance, while the latter is called indirect performance or called performance.
1, direct performance
Direct performance means that the focus of performance is on the content itself. Including the appearance of its appearance or use, usage and so on. The most common method is to use photographic images or open windows to express.
In addition to objective direct performance, there are the following direct performance methods that use supplementary methods.
Set off: This is one of the auxiliary methods that can give the subject more full performance. The image of the set can be concrete or abstract, and care should be taken not to distract from the master.
Contrast: This is a form of transformation of the set, and it is called the contrast, that is, set off from the opposite side to make the subject get a stronger expression in contrast. The contrasting part can be abstract or abstract. In the direct performance, it is also possible to use the method of changing the image of the subject to make its main features more prominent, and induction and exaggeration are more commonly used methods.
Induction: Summarization is to simplify and clarify, and exaggeration is to highlight the changes. The common point of both is to make some changes to the subject image. Exaggeration not only has some trade-offs, but it has also been emphasized that, although the subject image is unreasonable, it is plausible. This method has many vivid examples in folk paper-cutting, clay toys, shadow play modeling, and foreign cartoon art. This kind of expression is full of romantic interest. The exaggeration of the packaging screen is generally attention to the characteristics of being cute, lively and interesting, and it is not appropriate to use vilification.
Exaggeration: Induction is to simplify and clarify, and exaggeration is to highlight the changes. The common point of the two is to make some changes to the subject image. Exaggeration not only gives a choice but also emphasizes that although the subject image is unreasonable, it is reasonable and reasonable. This method has many vivid examples in folk paper-cutting, clay toys, shadow sculpture modeling, and foreign cartoon art. This kind of expression technique is full of romantic interest. The exaggeration of the packaging screen generally requires attention to the characteristics of being cute, vivid, and interesting, and it is not appropriate to use vilified forms.
Close-up: This is a big deal, with a partial expression of the overall treatment, so that the characteristics of the subject get more concentrated performance. The design should pay attention to the locality taken.
2, indirect performance
Indirect performance is more intrinsic performance. That is, the object itself that appears in the picture does not appear on the screen, and the object is represented by other related things. This method has a wider range of performance, and is often used to represent certain attributes or brands, ideas, etc. of the content.
With regard to products, some things cannot be directly represented. Such as perfume, wine, detergent and so on. This requires the use of indirect representation. At the same time many or direct performance products. In order to obtain novel, unique, and varied performance effects, they often seek newness and change from indirect performance.
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