Zhonghui Design (a professional packaging design company) Answer:

Moon cake packaging design is an indispensable part and external form of moon cake gift boxes, and creative moon cake packaging design is not only a beautiful coat for moon cake gift boxes to enter the market. At the same time, it is also an effective means to realize commodity value and use value.

1. Direct display method

This is the most common and widely used method, and users have a sense of intimacy and trust in the advertised products. This technique directly pushes the products to consumers, so we should pay great attention to the combination and display angle of the products on the screen, focus on highlighting the brand of the products and the parts of the products that are most likely to touch people's hearts, and use color light and background to set off the products in an infectious space, so as to enhance the visual impact of the advertising screen.

2. Highlight the characteristics method

Use various ways to grasp and emphasize the unique characteristics of the product or theme itself, and show it clearly, and put these characteristics in the main visual parts of the advertising screen or set them off, so that the audience will feel it very quickly at the moment of contact with the words screen, pay attention to it and have visual interest, and achieve the promotion purpose of stimulating the desire to buy. In advertising performance, these characteristics that should be highlighted and rendered are generally determined by the unique ability of product image, manufacturer's corporate logo and product trademark. The technique of highlighting characteristics is also a common and widely used expression technique, and it is one of the important techniques to highlight the theme of advertisements, which has a significant performance value

3. Contrast and contrast < P > Contrast is the most prominent expression technique in artistic beauty that tends to conflict. It puts the nature and characteristics of the things depicted in the works in sharp contrast and direct contrast, so as to show this and contrast each other, and achieve centralized, concise and tortuous performance from the differences presented by comparison. Through this method, the performance and characteristics of the product are more clearly emphasized or prompted, giving consumers a profound visual experience. As a common and effective expression technique, it can be said that all arts benefit from comparative expression technique. The application of contrast not only makes the advertising theme more expressive, but also full of interest and expands the appeal of advertising works. The successful application of contrast method can make the seemingly ordinary picture processing contain rich meanings and show the different levels and depths of advertising theme performance.

4. Reasonable exaggeration method

With the help of imagination, a certain aspect of the quality or characteristics of the advertised object is obviously exaggerated to deepen or expand the understanding of these characteristics. The writer Gorky pointed out: "Exaggeration is the basic principle of creation." Through this technique, the essence of things can be emphasized or revealed more clearly, and the artistic effect of works can be enhanced. Exaggeration is the pursuit of novelty and change in general, exaggerating the characteristics and beauty of the object through fiction, giving people a taste of novelty and change. According to the characteristics of its performance, exaggeration can be divided into two types: morphological exaggeration and facial exaggeration. The former is a superficial treatment, while the latter is an implicit modality treatment. Through the use of exaggeration, the artistic beauty of advertising is infused with rich emotional color, making the product distinctive, prominent and moving.

5. See the big picture from the small

In the packaging design of advertising products, emphasize, choose and concentrate the three-dimensional image, and grasp a point or a part with unique imagination to describe or extend it, so as to fully express the theme. This kind of artistic treatment, which is comprehensive in one point, big in the small, and incomplete in the whole, brings great flexibility and infinite expressive force to the product packaging designers, and at the same time provides a broad imagination space for the recipients, and obtains vivid interest and rich associations. Seeing the "small" in the big picture from the small is the focus of advertising picture description and the center of visual interest. It is not only the concentration and growth of advertising creativity, but also the unique arrangement of product packaging designers. Because it is no longer the "small" in the general sense, it is the product of the high refinement of small and big, and it is a concise and deliberate pursuit. ?

6. Using association method

Through rich association in the aesthetic process, we can break through the boundaries of time and space, expand the capacity of artistic image and deepen the artistic conception of the picture. Through association, people often see themselves or their related experiences in the aesthetic object, and the aesthetic feeling is particularly strong, so that the aesthetic object is integrated with those who judge Microsoft Corporation of the United States, which leads to the sound of aesthetic feeling in the process of association, and the intensity of their feelings is always intense and rich.

7. Humor method

Humor method refers to the clever reproduction of comic features in advertising works, grasping the local things in life phenomena, and showing them through some ridiculous characteristics of people's sexuality, appearance and behavior. Humor is often expressed by using interesting plots and ingenious arrangements to extend something that needs to be affirmed to the extent of comics, resulting in a humorous artistic conception that is full of interest, funny and intriguing. The contradiction and conflict of humor can achieve unexpected and reasonable artistic effects, arouse the audience's knowing smile, and play the role of artistic appeal in a unique way.

8. Borrowing metaphor

Metaphor refers to choosing two things that are different in this copy but similar in some aspects in the process of product packaging design. The metaphorical things are not directly related to the theme, but they are similar to some features of the theme in a certain point, so they can be extended and transformed by the theme to obtain the artistic effect of "tactfully reaching the goal". Compared with other means of expression, metaphor is subtle and sometimes difficult to see at a glance, but once it is understood, it can give an endless feeling.

9. The emotional factor has the most direct effect on the appeal of art

Aesthetics means that the subject and the object of beauty constantly make doubts, which makes people puzzled about the meaning of the advertisement at first glance, causing a state of suspicion and tension, causing layers of waves in the audience's psychology, producing exaggerated effects, driving consumers' curiosity and strong actions, opening positive thinking associations, and arousing the audience's strong desire to further explore the meaning of the advertisement, and then. Suspense technique has quite high artistic value. It can first deepen contradictions and conflicts, attract the interest and attention of the audience, create a strong feeling and produce fascinating artistic effects.

1. Choosing an idol method

In real life, people have objects they admire, admire or imitate, and they have a psychological desire to be as close as possible to them, so as to obtain psychological satisfaction. This technique is aimed at people's psychological characteristics. It grasps people's admiration for celebrity idols, selects idols worshipped by the audience and conveys them to the audience with product information. Because celebrity idols have strong psychological appeal, with the help of celebrity idols, we can greatly improve the impression and sales position of products, establish the credibility of famous brands, produce unspeakable persuasion, induce consumers to pay attention to the products praised by celebrity idols in advertisements and stimulate their desire to buy. The choice of idol can be a soft and romantic super female star with extraordinary temperament and a world-famous male star attraction; It can also be a world-famous master of men and women in sports. Others can also choose politicians, celebrities, masters of art, battlefield heroes, handsome men and beautiful women. The choice of idols should be consistent with the character of the products or services advertised, otherwise it will give people a far-fetched feeling and make people psychologically refuse, so that the expected purpose can not be achieved.

11. Funny imitation method

This is a creative metaphor method, which uses the borrowing method of replacing the old with the new in a meaningful way, and takes the works of art such as famous paintings and celebrities that are generally familiar in the world as humorous images. After ingenious plastic performance, the famous paintings and celebrities have a sense of humor, giving consumers a brand-new and strange visual impression and relaxed fun, and improving the advertising appeal with its abnormality and mystery. This kind of expression technique puts the persuasiveness of advertisements in a humorous interest that is almost comic, which makes people admire, make you laugh, make you unforgettable and leave a fascinating aftertaste.

12. Magic psychedelic method

Using abnormal exaggeration, it constructs a mythical and fairy-tale picture with infinite rich imagination, reproduces reality in a fantastic scene, causing a certain distance from real life. This expressive technique, which is full of romanticism and freehand brushwork is more than realism, is full of appeal with its sudden magical visual feeling, giving people a special aesthetic feeling, which can satisfy people's fancy and changeable aesthetic taste. In this way of expression, artistic imagination is very important. It is a sign of developed human intelligence, and everything needs imagination, especially art. It is no exaggeration to say that imagination is the life of art. From the beginning of creative conception to the end of product packaging design, imagination is actively carried out. The outstanding feature of imagination is its creativity. Creative imagination is the beginning of the excavation of new meanings and the emergence and display of new images. Its basic trend is to transform the experience evoked by association, and finally form a new image with the unique creation of the aesthetic, which has a strong power to beat people's hearts. ?

13. continuous series method

through continuous pictures, a complete visual impression is formed, which makes the advertising information conveyed through pictures and words very clear, prominent and powerful. Advertising images themselves have vivid and intuitive images, which can deepen consumers' impression of products or services and obtain good publicity effects, and play a great role in expanding sales, establishing famous brands, stimulating purchasing desire and enhancing competitiveness. As the premise of product packaging design strategy, it plays an important role in establishing corporate image.

The above contents are answered by Zhonghui Design, a professional packaging design company, hoping to help everyone.