Packaging design that does not go through several stages of polishing will simply not be able to withstand the test of the market, and it will be difficult to bring real profits and added value to the product. Zhonghui Design combines its many years of industry experience to share several packaging design methods:

1. Direct display method

This is the most common method that is widely used by designers. The advertised product creates a sense of intimacy and trust. This method directly pushes the product in front of consumers, so we must pay great attention to the combination and display angle of the products on the screen. We should focus on highlighting the brand of the product and the parts of the product that are most likely to impress people, and use color light and background to highlight it. The product is placed in an infectious space, so as to enhance the visual impact of the advertising screen.

2. Prominent Features Method

Use various methods to capture and emphasize the unique features of the product or theme itself, and express them clearly, placing these features in the The main visual parts of the advertising picture may be highlighted so that the audience can quickly feel the verbal picture the moment they come into contact with it, pay attention to it and become visually interested in it, thereby achieving the promotional purpose of stimulating purchase desire. In advertising performance, these characteristics that should be highlighted and exaggerated are generally determined by factors such as the distinctive special capabilities of the personalized product image, the manufacturer's corporate logo, and the product's trademark. The method of highlighting features is also a commonly used expression method. It is one of the important methods to highlight the theme of advertising and has an expressive value that cannot be ignored.

3. Contrast and foil method

Contrast is the most prominent expression technique in artistic beauty that tends to conflict with opposites. It expresses the nature and characteristics of the things depicted in the work in sharp contrast and direct contrast. It uses each other to show each other, compares and contrasts each other, and achieves concentration, conciseness, and twists and turns from the differences presented in the contrast. Performance. Through this method, the performance and characteristics of the product are more clearly emphasized or hinted, giving consumers a profound visual experience. As a common and effective expression technique, it can be said that all arts benefit from contrastive expression techniques. The use of contrasting techniques not only strengthens the expressiveness of the advertising theme, but also makes it full of interest and expands the appeal of the advertising work. The successful use of contrast can make seemingly ordinary picture processing contain rich meanings, showing the different levels and depths of the advertising theme.

4. Reasonable exaggeration

With the help of imagination, a certain aspect of the quality or characteristics of the object promoted in the advertising work is quite obviously over-exaggerated to deepen or expand the awareness of these characteristics. Literary writer Gorky pointed out: "Exaggeration is the basic principle of creation." This technique can emphasize or reveal the essence of things more clearly and enhance the artistic effect of the work. Exaggeration is the pursuit of novelty and change in general. Through fiction, the characteristics and personality of the object are exaggerated to give people a novel and changing taste. According to its performance characteristics, exaggeration can be divided into two types: morphological exaggeration and expression exaggeration. The former is a representational treatment, and the latter is an implicit modal treatment. Through the use of exaggeration, a strong emotional color is injected into the artistic beauty of the advertisement, making the product's characteristics distinctive, prominent and moving.

5. Seeing big things from small things

In the packaging design of advertising products, emphasize, select and condense the three-dimensional image, and use unique imagination to grasp one point or part to focus on describing or Extend and enlarge to express the theme more fully. This kind of artistic treatment uses one point to see the whole, the small to see the big, and the expression technique from incomplete to complete brings great flexibility and unlimited expressive power to product packaging designers, and at the same time provides the recipient with a broad imagination. space to gain vivid interest and rich associations. "Small" is the focus of the description of the advertising picture and the center of visual interest. It is not only the concentration and development of advertising creativity, but also the unique arrangement of product packaging designers, so it is no longer the ordinary meaning. "Small" is a highly refined product that combines the big with the small and overcomes the big with the small. It is a deliberate pursuit of simplicity.

6. Use the method of association

Through rich associations in the aesthetic process, we can break through the boundaries of time and space, expand the capacity of artistic images, and deepen the artistic conception of the picture. Through association, people see themselves or their own experiences in aesthetic objects, and the sense of beauty often appears particularly strong, thus integrating the aesthetic object and the person who appreciates the company into one, triggering a wave of aesthetic resonance in the process of association. , the intensity of its emotions is always intense and rich.

7. Rich in humor

The humor method refers to the clever reproduction of comedy features in advertising works, seizing local things in life phenomena, and using people's temperament, Certain ludicrous features of appearance and manner manifest themselves. Humorous expression techniques often use interesting plots and clever arrangements to infinitely extend something that needs affirmation to the level of comics, creating a humorous artistic conception that is full of interest, makes people laugh, and is thought-provoking. Humorous conflicts can achieve unexpected and reasonable artistic effects, eliciting a knowing smile from the viewer, and exerting artistic appeal in a unique way.

8. Borrowing metaphors

Metaphors refer to choosing two things that are different in this copy but are similar in some aspects during the product packaging design process. , "one thing is used as a metaphor for another thing", the metaphorical thing has no direct relationship with the theme, but it is similar to certain characteristics of the theme at a certain point, so it can be extended and transformed by using the topic to obtain the meaning of "tactful expression" artistic effect. Compared with other expression techniques, the metaphor technique is more subtle and hidden, and sometimes it is difficult to understand at a glance, but once you understand its meaning, it can give you an endless feeling of meaning.

9. Using emotions to support objects

The most direct effect on the appeal of art is the emotional factor. Aesthetics means that the subject and the object of beauty continue to exchange doubts, making people appreciate the advertising pictures. At first glance, the meaning of the question is not clear, creating a state of suspicion and tension, causing waves in the audience's psychology, producing an exaggerated effect, driving consumers' curiosity and strong actions, starting positive thinking associations, and arousing the audience's emotions. There is a strong desire to further explore the meaning of the advertisement title, and then point out the theme of the advertisement through the advertisement title or text, so as to relieve the suspense and leave an unforgettable psychological feeling. The suspense technique has a very high artistic value. It can first deepen conflicts, attract the audience's interest and attention, create a strong feeling, and produce fascinating artistic effects.

10. Choose the idol method

In real life, people have someone they worship, admire or imitate, and they have a psychological desire to get as close to him as possible , thereby obtaining psychological satisfaction. This technique is targeted at people's psychological characteristics. It captures people's admiration for celebrities and idols, selects idols that the audience admires, and conveys product information to the audience. Because celebrity idols have strong psychological appeal, using celebrity idols as foils can greatly improve the impression and sales status of products, establish the credibility of famous brands, produce indescribable persuasiveness, and induce consumers to attach great importance to the celebrities in advertisements. Attention to products praised by idols inspires desire to buy. The choice of idol can be a soft and romantic super female star, a world-famous male celebrity with extraordinary temperament; it can also be a male or female master who is famous in the world of sports; others can also choose political dignitaries, social celebrities, art masters, battlefield heroes, and handsome men. Beauties etc. The choice of idol must be consistent with the character of the advertised product or service, otherwise it will make people feel far-fetched and psychologically reject it, so that the expected purpose cannot be achieved.

11. Humorous imitation method

This is a creative metaphorical technique, which uses the borrowed name method of replacing the old with the new in a unique way to combine the familiar words in the world. Famous paintings and other artworks and celebrities are used as humorous images through ingenious plastic surgery to make famous paintings and celebrities have a sense of humor, giving consumers a new and unique visual impression and relaxed and happy fun, with their uniqueness and mystery. It can improve the appeal effect of advertising and increase product value and attention.

This technique of expression embodies the persuasiveness of advertising in an almost comical sense of humor, which can amaze people, make you laugh, make you unforgettable, and leave you with a curious aftertaste.

12. Magical psychedelic method

Using deformed exaggeration to construct mythical and fairy tale-like pictures with infinitely rich imagination, reproducing reality in a fantasy scene, It creates a certain distance from real life. This kind of expression technique, which is full of strong romanticism and more freehand than realistic, is very contagious with the sudden magical visual experience, giving people a special sense of beauty, which can satisfy People like unique and changeable aesthetic taste requirements. Artistic imagination is very important in this method of expression. It is a sign of developed human intelligence. Everything requires 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 in active progress. 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 tendency is to transform the experience evoked by association, and ultimately form a new image uniquely created by the aesthetician, which has the power to strongly shake people's hearts.

13. Continuous series method

Through continuous pictures, a complete visual impression is formed, making the advertising information conveyed through pictures and text very clear, prominent and powerful. The advertising image itself has a vivid and intuitive image. Repeatedly and accumulated many times, it can deepen consumers' impression of the product or service, achieve good publicity effects, and play a great role in expanding sales, establishing a famous brand, stimulating the desire to buy, and enhancing competitiveness. effect. As the premise of product packaging design strategy, establishing corporate image plays an important role that cannot be ignored.

The above content is provided by Zhonghui Design, a professional packaging design company. I hope it will be helpful to everyone.