In order to create a unique style and personality in packaging design, graphics are a very important means of expression. It plays the role of a salesman, and conveys the contents of the package to consumers through visual effects, which has a strong visual impact and can attract consumers' attention, thus generating the desire to buy. 1. Factors that determine packaging graphics 1. Packaging graphics are closely related to packaging content. Packaging graphics can be divided into concrete graphics, semi-concrete graphics and abstract graphics, which are closely related to the packaging content, so as to fully convey the characteristics of products, otherwise it will be meaningless, unable to be associated with anything, unable to expect any effect, which will be the biggest failure of packaging designers. In general, if the product focuses on physiology, such as eating and drinking, it focuses on the use of specific graphics; If the products are more psychological, most of them use abstract or semi-figurative graphics. 2. Packaging graphics are related to the age, gender and education level of the target, especially under 30 years old. When designing product packaging graphics, we should grasp it well, so that the designed packaging graphics can be recognized by the target, so as to achieve the purpose of demand. A. Age below 12: Children at this age tend to be subjective in recognizing and expressing graphics. Such as cartoon characters, semi-figurative figures and those dynamic and interesting figures, conform to the psychological characteristics of children's innocence. 13-19 years old: this age group is adolescence, they are full of fantasy and imitation, and like idol-like, dreamy and stylized packaging graphics. 20-29 years old: Young people after 20 years old are physically mature. The characteristics of gender differences are also particularly significant. They began to pay attention to the sense of value and authority, mostly in the employment stage, with strong judgment. They are acceptable for different forms of packaging graphics, but they are still fresh for abstract graphics. 30-49 years old: Most people in this age group are married and have a family. Influenced by life, occupation, economy, society and other factors, their thoughts are realistic, they have a strong positioning concept, they like rational realism, and most of them prefer concrete graphics. B, gender factors Men like to take risks and have the ambition to conquer others; Women like modesty and stability, therefore, men prefer descriptive, sci-fi and new visual expression of packaging graphics. Women, on the other hand, are more inclined to emotional needs, like specific and beautiful forms of expression, as well as physiological and psychological factors, which should also be considered. C. Educational background In the process of learning, education has changed people's concepts and temperament, and at the same time changed the judgment standard of knowledge. Due to different education levels, their preferences for packaging expressions vary greatly. People with higher education are more likely to accept abstract graphics; People with low education prefer to choose realistic figurative graphics that are easy to distinguish. Second, the manifestations of packaging graphics In packaging design, packaging graphics mainly have the following forms, which should be used flexibly in packaging design. 1, Product Reproduction Product Reproduction can make consumers directly understand the contents of packaging, thus producing visual impact and demand effect, and usually adopts figurative graphics or realistic photography graphics. For example, in food packaging, in order to reflect the delicious feeling of food, photos of food are often printed on the product packaging to deepen the distinct impression of consumers and generate the desire to buy. 2. Product Association

"Touching the scene and feeling" means that things evoke similar life experiences and thoughts and feelings. It takes feelings as the intermediary, from one thing to another, and from the appearance of one thing to the appearance of another. Generally speaking, packaging graphics are designed from the aspects of product appearance characteristics, product use effect characteristics, product static and use state, product composition and packaging components, product source, product story and history, origin characteristics and national customs. , to describe the connotation of the product, so that people can think of the packaging content after seeing the graphics. 3. The logo of the excellent packaging design of the product is pleasing to the eye and admirable, which makes people want to buy it. This kind of factor that people have to like is the symbolic effect emitted by packaging. The function of symbols is to imply. Although it does not directly or specifically convey ideas, the role of suggestion is powerful, sometimes exceeding the specific expression. For example, in the packaging design of coffee, a steaming packaging graphic symbolizes the mellow quality of coffee and the indispensable drink for young men and women in love and dating, so as to attract consumers. 4. Using brands or trademarks as graphics and brands or trademarks as product packaging graphics can highlight brands and enhance the credibility of product quality. Many shopping bags and cigarette packaging designs mostly use this packaging graphic expression. 5, product contrast The so-called contrast is to show the opposite of things very prominently, thus showing the quilt and making the product image more vivid, intense and prominent. 6. How to use the product Usually, consumers don't know much about the characteristics of new products, which requires artificial explanation in various ways. But the best way is to work hard on packaging and express the use of products with packaging graphics; In order to increase the persuasiveness of products and arouse consumers' interest. For example, the packaging of instant noodles is printed with photos of the brewing process or usage, so that consumers can know the characteristics of the products in advance. In packaging design, packaging graphics can not exist in isolation, but should closely cooperate with the overall layout to make the overall visual design perfect, thus establishing a unique style. Three, the design of export packaging should be based on the world's preferences and taboos for graphics, choose the appropriate packaging graphics. In export packaging, there are cases where imported goods are detained by local customs or rejected by local consumers because the packaging graphics violate the taboos of importing countries. Therefore, in the packaging design of export products, it is very important to understand the taboos of importing countries on packaging graphics. Different countries have different preferences and taboos for packaging graphics: Islamic countries prohibit pigs, hexagons, crosses, female bodies, thumbs and other graphics as packaging graphics, preferring five-pointed stars and crescent-shaped graphics; The Japanese think the lotus is unlucky, the fox is cunning and greedy, and the 16 chrysanthemum pattern used for the top decoration of the Japanese royal family is not suitable for packaging. They like circles and cherry blossom patterns. The British compare goats to immoral people, cocks to obscene things and elephants to useless and annoying things. They can't be used as packaging graphics, preferring shield and oak graphics. Singapore is famous as the country of lion city, and likes lion graphics. Dog graphics are taboo in Thailand, Afghanistan and Islamic countries in North Africa. The French think walnuts are unlucky things, and the pattern of spades is a symbol of funeral; Nicaragua and Koreans think triangles are unlucky, and these cannot be used as packaging graphics; Some people in Hong Kong regard chicken as a synonym for prostitutes, so it is not suitable for bedding packaging graphics.