Now is the information age, product promotion is inseparable from packaging, and packaging is inseparable from design. If you want a commodity or product to sell well, you need to design the packaging well. The best Jinan design company will explain to you what are the three elements of packaging design.

In today’s era of economic globalization, packaging and commodities have been integrated. As a means of realizing commodity value and use value, packaging plays an extremely important role in the fields of production, circulation, sales and consumption. It is an important topic that the business community and designers have to pay attention to. The function of packaging is to protect goods, convey product information, facilitate use, facilitate transportation, and promote sales. As a comprehensive subject, packaging has the duality of combining commodities and art.

Packaging design refers to the selection of appropriate packaging materials and the use of ingenious craftsmanship to design the container structure and packaging beautification and decoration for packaged goods. From this we can see the three major elements of packaging design.

Shape elements

Shape elements are the appearance of the display surface of the product packaging, including the size, size and shape of the display surface. There are three types of forms we see in daily life, namely natural forms, artificial forms and accidental forms. The best Jinan design company said, but when we study the form composition of the product, we must find a form that is suitable for any nature, that is, extract the things with the same regularity and call it an abstract form.

When we consider the appearance elements of packaging design, we must also understand it from the perspective of formal beauty principles. According to the formal aesthetics of packaging design, combined with the functional characteristics of the product itself, various factors are organically and naturally combined to achieve a perfect and unified design image.

Composition elements

Composition is a complete picture that arranges the trademarks, graphics, text and combinations on the product packaging display surface. The combination of these four aspects constitutes the overall effect of packaging and decoration. Product design composition elements such as trademarks, graphics, text and colors can be called excellent design works if they are used correctly, appropriately and beautifully.

1. Trademark design

A trademark is a symbol, a symbolic image of an enterprise, institution, product and various facilities. Trademark is a related arts and crafts, which involves various fields such as politics, economics, legal system and art. The characteristics of a trademark are determined by its function and form. It needs to express the rich communication content in a relatively small space in a simpler and more general form, and at the same time requires the observer to understand its inner meaning in a short period of time. The best Jinan design company pointed out that trademarks can generally be divided into three forms: text trademarks, graphic trademarks, and trademarks that combine text and graphics. A successful trademark design should be the product of an organic combination of creative expressions. Creativity is the synthesis, analysis, induction, and generalization of a certain concept based on design requirements. Through philosophical thinking, abstraction is transformed into images, and the design concept is gradually transformed from abstract evaluation performance into concrete image design.

2. Graphic design

Packaging and decoration graphics mainly refer to the image of the product and other auxiliary decorative images. As the language of design, graphics are to express the internal and external components of the image and convey information to consumers in the form of visual images. To achieve this goal, accurate positioning of graphic design is very critical. The process of positioning is the process of becoming familiar with all the contents of the product, including the nature of the product, the meaning of the trademark, the product name, and the current status of similar products, etc., which must be familiarized and studied.

Graphics can be divided into physical graphics and decorative graphics in terms of their forms of expression.

Physical graphics:

Using painting techniques, photography, etc. to express. Painting is the main form of expression of packaging and decoration design. Pictures are drawn according to the needs of the overall packaging concept to serve the goods. Compared with photography, it has the characteristics of freedom of choice, refinement and generalization. The painting technique is intuitive and interesting to appreciate. It is a means of publicizing, beautifying and selling products.

However, the commercial nature of product packaging determines that the design should highlight the true image of the product and give consumers an intuitive image. Therefore, using photography to express a true and intuitive visual image is the best way to express packaging and decoration design.

Decorative graphics:

It is divided into two expression techniques: concrete and abstract. Concrete figures, landscapes, animals or plant patterns can be used as symbolic graphics for packaging to express the contents and attributes of the packaging. The best Jinan design companies say that abstract techniques are mostly used for freehand brushwork, using abstract geometric patterns of points, lines, and surfaces, color blocks, or texture effects to form a picture that is concise, eye-catching, and has a sense of form. It is also an important part of packaging and decoration. Expression techniques. Usually, concrete forms and abstract expression techniques are not isolated in packaging and decoration design, but are combined with each other.

The dialectical unity of content and form is a universal rule in graphic design. In the design process, according to the needs of graphic content, corresponding graphic expression techniques are selected to achieve the unity of form and content in graphic design and create It is the basic requirement of packaging designers to produce practical, economical and beautiful decoration design works that reflect the spirit of the times and national style.

3. Color design

Color design occupies an important position in packaging design. Color is an important factor in beautifying and highlighting a product. The use of packaging colors is closely related to the conception and composition of the entire picture design. Packaging colors require flatness and uniformity, which is a high-level summary of color filtering and refining. It is based on people's associations and color habits, and highly exaggerated and discolored is a means of packaging art. At the same time, the color of the packaging must also be restricted by technology, materials, uses, sales areas, etc.

4. Text design

Text is a symbol that conveys thoughts, exchanges feelings and information, and expresses the content of a certain theme. The best Jinan design company pointed out that the brand name, product name, description text, advertising text, manufacturer, company or distribution unit on the product packaging reflect the essential content of the packaging. When designing packaging, these words must be considered as part of the overall packaging design.

The key points of text design in packaging and decoration design are:

The text content is concise, true, vivid, easy to read and easy to remember;

The font design should reflect The characteristics, nature, and uniqueness of the product should be good, and it should have good identification and aesthetic functions;

The layout of the text should be harmonious with the overall design style of the packaging.

Material elements

Material elements are the texture and texture of the surface of materials used for product packaging. It often affects the visual effect of product packaging. The best effect of product packaging can be achieved by utilizing the surface changes or surface shapes of different materials. Packaging materials, whether they are paper materials, plastic materials, glass materials, metal materials, ceramic materials, bamboo materials, and other composite materials, all have different texture effects. Using different materials and properly combining them can give consumers different feelings such as novelty, coolness or luxury. Material elements are an important part of packaging design. They are directly related to the overall function and economic cost of packaging, production and processing methods, and recycling of packaging waste.