In the accumulation of history and culture, people have formed many image combinations of specific structures such as pictures, texts, and colors. They are symbolic elements that people often come into contact with and use repeatedly. By using them in packaging, they have visual symbols that represent products, reflect products, and convey product information. When symbols are presented, people can associate with the product through symbolic imagery, thereby guiding the behavioral process LlJ. The same thing and phenomenon has the potential for multiple explanations. When viewed from different angles, it is associated with different things and phenomena, and its nature and meaning are different. A certain product feature may hinder sales from one perspective; interpreted from another perspective, it may become an advantage that facilitates sales. In a sense, the key is how you say it. Graphics, text, colors and other symbols in packaging design. They are all designed to convey product concepts or product information. Symbols not only have the meaning of indicating and representing things, but also have certain emotional, aesthetic and imperative meanings. This requires designers to have a keen sense of discernment. The symbols used should have visual effects with a sense of image, semantics and color, and have a comprehensive understanding of the meanings and implications of different measures of pictures, text, colors, shapes and structures. Understand and grasp.
l The meaning of symbolic imagery
A symbol is a form that gives it meaning. People endow stones with firmness and stubbornness; red with enthusiasm; white with purity or sadness; circles with perfection, curves with tenderness, and so on. When people connect a certain symbol with another thing and use a certain symbol to represent another thing, the thing represented is the symbol element, and the thing represented is the referent of the symbol. That is to say, when a certain symbol is connected with a certain meaning, it forms a symbolic relationship between the two. Language is a symbolic element, text is a symbolic element, graphics are a symbolic element, shape is a symbolic element, and abstract lines, colors, shapes, rhythms, etc. are all called symbolic elements. for example. The symbolic meaning of straight lines is decisive, strong, and masculine; the "curves and arcs" are soft, flexible, beautiful, elegant, delicate, and feminine; the spirals have a sense of rising, detached, and refined; the equilateral triangle is stable and solid , Eternal; Roman style is solemn and elegant; Cursive script "Slim, beautiful 1-composite material' high-end, strong sense of modernity;. Green, calm, quiet; Silver. Rich, pure, etc. Symbols are the intermediary of expression and acceptance, and are also the basis for communication activities. Intermediary. In people's communication activities, they express their intentions, thoughts and feelings through symbols, and accept the other party's intentions and emotions through the perception and understanding of symbols. Packaging is a design behavior that uses symbols to represent. Imagery activities that use symbolic elements to illustrate, explain, and express products and express the company's commitment to providing benefits to consumers
2. The symbolic meaning of symbols in product packaging
Packaging symbol imagery is. The basic image used to represent the product or characterize the product. Its modeling structure, text, pictures, and colors (symbols) should reflect the nature of the product. Symbolic imagery is a direct display of product features, functions, and values, and uses symbolic elements to form a metaphor. The relationship between (packaging) and the body (product) allows them to interact and penetrate into each other and integrate into a complete image. The shape of bottles and cans like wine has the advantage of preservation and storage; the transparent plastic bag of watercolor pen is for color. It is easy to identify; the high-end decorative box of gold and silver jewelry can increase the value of the product. In the same way, the toothpaste should be different from the shoe polish; the orange juice should have a sweet and sour taste; the handbag should look like a bag; the glue should be used to shape the bottle. It has easy-to-use functions; children’s building blocks must have images that guide matching. The images, functions, appearance, taste, and value expressed by the symbols are the product packaging images given by the symbols.
The meaning of the symbols is included. In the interpreter's explanation or explanation of the general object, any symbol plays a role in a symbol system; one is contagious; it represents the product through simulation or realism of the object, that is, the medium. The image is related to the general object, such as many can packaging and realistic photography, which can add a certain interest and realism to the product.
The second is indicative; there is a causal or visual direct connection between the medium and the referent object. For example, the packaging of Master Kong instant noodles makes the corporate logo, standard fonts, colors and symbolic graphics form the product packaging image, making consumers While understanding packaging, readers can deepen their understanding of the company. The third one is symbolic; there is no similarity or causal connection between the medium and the general object, but the result of convention L4j. For example, changing the corrugated shape into a wavy shape symbolizes the packaging image of detergent. Symbolic expression is also relative, and the same symbol can be included in different types of packaging expressions from different perspectives. Ripple characters can be incorporated into the packaging of beverages, soaps, medicines, etc. The main purpose is to grasp the changing design of the product's interest and symbolic image.
How to give a specific content an appropriate image requires both the interconnection and separation of various factors. Just as a circle or oval symbol can give people a sense of completeness, acceptability and inclusiveness, it is the basic shape of many packaging, but for the sake of picture effect, they must be combined with other symbol elements. Like the concentric circles on Tidc packaging covered with thick ones. The Tide character has the function of highlighting the brand and harmonizing the image. Since symbolic representation has certain psychological effects, in creative design, we should not just focus on the symbolic meaning, but also consider its emotional impact on people. Only by inputting strong emotions into specific symbols can it arouse the needs of the audience at various levels, form a sublimation of the packaging image (symbol), and stimulate people's potential image associations with the product.
The application of symbols in product packaging design must be grasped:
1) Pictures, texts, and shapes have no cognitive barriers and are easy for consumers to remember and identify.
2) Make the image vivid and trigger certain associations, and transform the image into emotional symbols to form a sense of order.
3) Use closure, similarity, texture, photography, and window opening effects to form a Gestalt with a unique shape.
4) Consider the convenience of use from the structure, and reflect the individual characteristics of the packaging from the shape.
5) The selection and use of symbols should meet the technical requirements of printing and production processes.
3 Expression Technology and Design Methods
The most important thing in packaging design is how to effectively express the characteristics of the product. In expression thinking, it means to properly handle the relationship between symbolic elements and products. Relationship concept. For people who have never seen Tremella fuciformis, let them understand the shape of Tremella fuciformis. Use only words to describe it. If you want them to truly understand Tremella fuciformis, logo design, trademark design, logo design, album design, website design, VI design, packaging design It is not easy. If you can use pictures and words, it will be easier to understand. Philosophical or ideological issues as well as human emotions and actions can be expressed using only words. However, it will definitely be easier to understand if you can use pictures or graphical symbols. Because graphic symbols can show specific images and guide people's vision, they occupy a dominant position in packaging performance. Of course, text symbols and color symbols are a modern form of expression that represents the image of a company's products. However, in the actual operation process, they are limited to the packaging performance of certain company products. Only pictures, texts, and colors can reproduce the product. Get strong appeals.
The use of packaging symbols is a formal process that is intuitively felt, viewed from the perspective of product taste, and logically considered. It mainly solves the meaning of pictures, the perception of colors, the image changes of words, the reasonable structure, the novelty and beauty of shapes. In this regard, you can consider the following aspects:
Authenticity - performance based on photos or illustrations.
Readability - performance based on text and images.
Visibility - use the true color of the product or contrast; complementary colors, gold, and silver to create a sense of form and visual sense.
Uniformity - using logos, standard words and colors as design elements to form the image of corporate products.
Physicality - establish an image for the product by highlighting its individuality (shape structure).
Sensibility - using abstract geometric shapes to reflect product characteristics, forming a recreated image to cater to the consumption outlook of the new era.
Products serve people.
The packaging has the dual function of both product and consumption guidance. In modern market competition, the purpose of its design is to focus on human needs as the center of behavioral activities. This is due to the satisfaction of original needs, changes in social psychology, changes in social and cultural atmosphere and changes in economic conditions. Therefore, it is necessary to conduct timely investigations and discover new needs for design thinking. Every symbolic element in packaging design should contribute to the way people think about it. Packaging symbols represent products and connect producers and consumers. They play an important role in promoting production, accelerating circulation, and cultivating people's sentiments.