Packaging visual communication design including trademarks, text, color, picture or illustration of visual elements such design and reasonable configuration, want to convey information to consumers, and make visual impact effect for consumers, make customers have attention and interest on the enterprise information, ideas, or commodity, thus achieve the purpose of sales promotion.
The semantics requirements of the packing:
Understandability: packing style is unified, easy to memorize without cognitive impairment.
The internal conveying way: in obvious or dark expression to convey products specialty manufacturers status, features and quality information.
Associative: tension and modeling concise force make the image bright, has the associative.
Aesthetic: to translate materials into emotional symbol, embody humanistic value.
Time: should be in line with time spirit and the modern way of life.
Information degree : the message should be greater than the required basic information, and has a certain margin, in order to avoid loss.
Packaging visual elements
Trademark — trademark itself is a kind of visual elements, some packaging simply wrap logo as the main visual elements (such as Coca-Cola, etc.).
Text — text size, location depends on the specific content, pay attention to its relationship with the graphics, color, logo, etc.
Color — with the characteristics of color to show product, consider visual effects and relationship between it and other goods.
Photos and illustrations — visual expression of the goods.
The main product packaging performance
The appearance of product features — direct display, start, the structure of the plastic packaging.
Product use effect characteristics — text, logo, the AD.
The stillness of the product and its using state — abstract graphics.
The composition of the product contains ingredients —graphic method, perspective.
Source products, historical symbol expression — traditional patterns, pattern, color, text, material technology, etc.
The nature of the product — colors, graphics performance.
The characteristics of the product image — enterprise standard image, font, color, shape, etc.
Logo (standard) design principles
Associative, identification, abstraction, integrity;
Be narrowed (print quality assurance purposes);
Can be monochrome (printing, reduce cost);
Virtual space processing (clever to deal with the relationship of the figure and ground, can deepen symbol meaning);
Visual weight, liquidity, directivity.
The word body design
The purpose of the typeface design:
To fully convey the information at the same time make the words, the forms of products, product features, the aesthetic idea of people achieve harmony and unity.
Font design requirements:
Text design subject to the overall design;
And the product characteristic unifies;
Visual appeal of the shape;
Proper font combination .
The commonly used font styles
Basic architecture thinking: type of font, font size, words combination of word groups, the direction of the word groups, etc.
Modeling development thinking: pattern, line thickness change, strengthen the single letters, figure to reverse transformation, three-dimensional, composition, etc.
Three elements of color: hue, lightness, purity; And color can give a person feelings and memories, in the packaging design, its properties and has the relevant relationship between products.
Hue is a set of color is the general tendency, the general appeal, it is the key to the packaging color design.
Color design and the main functions of the products are basic requirements of the unity, then unifies with the time requirements, with different areas, like people of color, taboo unifies.
Contrast — stereo sense is strong
Changes in temperature — cool color more cold, warm color more warm
Weight contrast — strong sense of quality, light color is more light, heavy color
Hue contrast — excitant strong
Brightness contrast — high resolution
Purity contrast— plumpness high purity, high purity, strong color sense
Simple contrast — false or true feeling is strong
HuaSu contrast —thematic is strong
Distance comparison — strong sense of distance
Comprehensive comparison — very rich
Balance of colors
Refers to a variety of packaging colors and inherent color goods through coordination, one way to make it harmonious. Generally applied to the complex quality, elegance, of primitive simplicity, mellow, aloes, high-grade goods, such as packaging design.
Main harmonic methods are:
The same harmonic method: Color element in one or two of the same elements, by the method of harmonic.
Similar harmonic method: by the same means of harmonic, make different color elements close to each other, and reach a certain degree of approximation and harmonic.
Order harmonic method: by selecting the orderly color, are combined or enhance contrast color order and realize harmonic.
Refers to the packing decoration color inherent image color, the same with the product. Such as: bamboo wine packaging, using bamboo turquoise.
General use on the goods with fixed color.
Refers to the color packaging for goods inherent form color strengthening effect on certain features or commodity quality. Such as: packaging color such as in gold, silver, yellow to strengthen goods such as jewelry, jade, cultural relics, precision instruments of luxury, elegant, high quality;
Another reinforcement effect, in order to strengthen the commodity name or trademark, strengthen the visual impact, conspicuous.
Alienation is based on color contrast, the inherent color packaging decoration design in view of the commodity, the method used to choose the opposite color, so as to achieve outstanding name, logo, product image, promote the purpose of marketing.
Alienation can also be used in gift packaging, decoration color and the color of the packaging. Such as: in black or blue color, in red, western red, rose red, lace or label.
The purpose to make packaging form diversification, can be:
Hue series – will all sorts of color and on the same kind of commodity packaging;
Series – color lightness of different brightness levels used in the same commodity packaging;
Series – color purity of different grade of purity and application in the same commodity packaging;
Cross – more than three overlapping series.
The use of photos and illustrations
Photos use skill
Highlight the main image;
Note the foil;
Pay attention to light object;
Photos should be with the whole picture of packaging design, text, and modelling, coordinated material.
Illustrations use skills
Understand his intention, illustration is designed to foil and deepen the theme, to make the finishing point.
Note representation – ping tu, gradient, surface, dot, line, etc., with deepening the theme.
Familiar with the printing effect, considering it is monochrome or polychromatic, letterpress or offset, gloss or matte, and so on.
Overall effect – illustrations must be consider in conjunction with other text, marks or other product elements.
Version of the plane design
In accordance with the requirements of packaging design the signs such as graphics, text, illustrations, the combination of visual elements is reasonable, beautiful, composition, is called layout design.
Layout design requirements
Prominent theme, combined with primary and secondary.
Reasonable use of formal beauty.
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