composition is a complete picture that arranges the trademarks, graphics, words and combinations on the display surface of commodity packaging. The combination of these four aspects constitutes the overall effect of packaging and decoration. The application of trademark, figure, text and color, the composition elements of commodity design, is correct, appropriate and beautiful, which can be called excellent design works.
1. Trademark design
A trademark is a symbol, a symbolic image of enterprises, institutions, commodities and various facilities. Trademark is a kind of related arts and crafts, which involves politics, economic legal system, art and other fields. The characteristics of a trademark are determined by its function and form. It needs to express the rich communication content in a simpler and more general form in a relatively small space, and at the same time, it needs observers to understand its internal meaning in a short time. Trademarks can generally be divided into three forms: word mark, graphic trademarks and trademarks combining words with pictures. A successful trademark design should be the product of the organic combination of creative expression. Creativity is the synthesis, analysis, induction and generalization of a certain idea according to the design requirements. Through philosophical thinking, it turns abstraction into image and gradually transforms the design concept from abstract appraisal performance into concrete image design.
2. Graphic design
The graphics of packaging and decoration mainly refer to the product image and other auxiliary decorative images.
as the language of design, graphics is to show the internal and external components of the image and convey the information to consumers in the form of visual images. To achieve this goal, the positioning accuracy of graphic design is very critical. The process of positioning is the process of getting familiar with all the contents of products, including the nature of goods, the meaning of trademarks, product names and the status quo of similar products, and many other factors should be familiar with and studied.
graphics can be divided into physical graphics and decorative graphics.
Physical graphics: represented by painting techniques, photography, etc. Painting is the main form of packaging decoration design, drawing pictures 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, and it is a means to publicize, beautify and sell goods. However, the commercial nature of commodity packaging determines that the design should highlight the real image of commodities and give consumers an intuitive image. Therefore, it is the best way to express the real and intuitive visual image with photography.
decorative graphics: there are two expressive methods: figurative and abstract. Figurative figures, landscapes, animal or plant patterns as symbolic graphics of packaging can be used to express the contents and attributes of packaging. Abstract techniques are mostly used for freehand brushwork, and abstract geometric patterns of points, lines and surfaces, color blocks or texture effects are used to form a picture, which is concise, eye-catching and has a sense of form, and is also the main expression technique of packaging and decoration. Usually, concrete form and abstract expression are not isolated in packaging and decoration design, but combined with each other.
The dialectical unity of content and form is a universal law in graphic design. In the design process, according to the needs of graphic content, it is the basic requirement of packaging designers to choose the corresponding graphic expression techniques, so that graphic design can achieve the unity of form and content, and create applicable, economical and beautiful decorative design works that reflect the spirit of the times and national features.
3. color design
color design plays an important role in packaging design. Color is an important factor to beautify and highlight products. The application of packaging color is closely related to the conception and composition of screen design. Packaging color requires planarization and homogenization, which is highly summarized by color filtering and refining. Based on people's association and color habits, it is a means of packaging art to exaggerate and change color. At the same time, the color of packaging must also be controlled and restricted by technology, materials, use and sales area.
The color requirements in packaging and decoration design are eye-catching, with strong contrast and strong attraction and competitiveness, so as to arouse consumers' desire to buy and promote sales. For example, food and bright and rich colors, mainly warm colors, highlight the freshness, nutrition and taste of food; Medicine and pure cold and warm colors; Soft midtones are commonly used in cosmetics; Hardware, mechanical tools commonly use blue, black and other calm color blocks to show the characteristics of solidity, precision and durability; Children's toys commonly use bright and dazzling solid colors and various color blocks with strong contrast between cold and warm to meet children's psychology and hobbies; Sporting goods mostly use bright and loud color blocks to increase the feeling of activity and movement ... Different goods have different characteristics and attributes. Designers should study consumers' habits and hobbies, as well as the changing trend of popular colors at home and abroad, so as to continuously enhance the awareness of sociology and consumer psychology of colors.
4. Text design
Text is a symbol to convey ideas, exchange feelings and information, and express a certain theme. The brand, product name, description, advertising text, manufacturer, company or distribution unit on commodity packaging reflect the essential content of packaging. When designing packaging, these words must be considered as a part of the overall design of packaging.