I will answer it myself and I will guess it myself
I probably like purple.
Conception is the soul of design. It is difficult to formulate formulas such as fixed conception methods and conception procedures in design creation. Creation mostly progresses from immaturity to maturity. In this process, it is normal to affirm or deny some, modify some or add some. The core of the idea lies in considering two issues: what to express and how to express it. To answer these two questions, we need to solve the following four points: the focus of expression, the angle of expression, the technique of expression and the form of expression. Just like in combat, the focus is on attacking the target, the angle is the breakthrough point, the technique is the tactic, and the form is the weapon. If any of these links is not handled well, all efforts will be wasted.
1. Focus of performance
Focus refers to the concentration point of the performance content. Packaging design is carried out within a limited screen, which is a limitation of space. At the same time, the packaging is recognized by buyers within a short period of time during sales, which is a time limitation. This time and space limitation requires that packaging design cannot be blindly comprehensive and comprehensive. Putting everything on it means there is nothing.
The determination of key points requires the comparison and selection of relevant information on commodities, consumption, and sales. The basic point of selection is to help increase sales. Relevant projects that identify key points are listed below for reference.
The trademark image and brand meaning of the product;
The function and utility of the product, texture attributes;
The product The background of the place of origin and local factors;
The background of the product’s sales place and consumer targets;
The difference between this product and current products;
The status of the packaging design of similar products;
The product’s *** and other relevant features, etc.
These are media materials for design conception. When designing, it is necessary to understand as much relevant information as possible, compare and select, and then determine the key points of performance. Therefore, designers are required to have a wealth of knowledge about commodities, markets, residences and life, and the accumulation of cultural knowledge. The more you accumulate, the wider the world of ideas will be, the more ways you will approach it, and the more foundation you will have in choosing key points.
The choice of key points mainly includes three aspects: trademark and brand, the product itself and the consumer target. Some products with well-known trademarks or brands can use trademarks and brands as the focus of expression; some products with prominent characteristics or new product packaging can use the product itself as the focus; some products that are highly targeted to users Packaging can focus on consumers. Among them, commodity-focused performance has the largest performance, which will be discussed later. In short, no matter how you present it, you must focus on conveying clear content and information.
2. Angle of expression
This is the deepening after determining the form of expression, that is, after finding the main target, there must be a specific breakthrough. For example, if a trademark or brand name is used as the focus of expression, is it to express the image, or to express a certain meaning of the trademark? If the product itself is the focus of expression, is it expressing the external image of the product, or is it expressing some internal attribute of the product? Is it to show the ingredients of the drug or to show its functional effectiveness? Things have different angles of understanding, and the performance is more concentrated on one angle, which will be beneficial to the clarity of expression.
3. Techniques of expression
Just like the focus and angle of expression are like goals and breakthroughs, the technique of expression can be said to be a tactical issue. The focus and angle of performance are mainly to solve what to express. This only solves half the problem. Good expression techniques and forms are the vitality of design.
No matter how it is expressed, it must express the content and certain characteristics of the content. From a broad perspective: everything must have its own particularity, and everything must have a certain relationship with certain other things.
In this way, to express a thing or an object, there are two basic methods: one is to directly express certain characteristics of the object, the other is to indirectly rely on certain characteristics of the object, and the other is to indirectly rely on certain characteristics of the object. It should be clear about other things to express things. The former is called direct expression, and the latter is called indirect expression or assisted expression.
1. Direct expression
Direct expression means that the focus of the expression is the content itself. Including expressing its appearance, purpose, usage, etc. The most common method is to use photography or opening windows to express it.
In addition to objective direct expression, there are also the following direct expression techniques using auxiliary methods.
Foil: This is one of the auxiliary methods, which can make the subject more fully expressed. The background image can be concrete or abstract, so be careful not to overwhelm it.
Contrast: This is a form of transformation of foil, which can be called contrast, that is, it uses foil from the opposite side to make the subject appear stronger in contrast. The contrasting part can be concrete or abstract. In direct expression, you can also use methods to change the image of the subject to make its main features more prominent. Among them, induction and exaggeration are more commonly used techniques.
Summary: Summary seeks clarity through simplification, while exaggeration seeks prominence through change. The main thing they have in common is that they make some changes to the main image. Exaggeration not only makes choices, but also emphasizes, making the main image reasonable but unreasonable. There are many vivid examples of this technique in our country's folk paper-cutting, clay toys, shadow puppetry and foreign cartoon art. This technique of expression is full of romantic interest. The exaggeration of packaging pictures generally pays attention to the characteristics of cuteness, vividness and fun, and should not adopt the form of ugliness.
Exaggeration: Summary seeks clarity through simplification, while exaggeration seeks prominence through change. The biggest similarity between the two is to make some changes to the main image. Exaggeration not only makes choices, but also emphasizes, making the main image reasonable but unreasonable. There are many vivid examples of this technique in our country's folk paper-cutting, clay toys, shadow puppets and foreign cartoon art. This technique of expression is full of romantic interest. When exaggerating packaging pictures, we should generally pay attention to the characteristics of being cute, vivid, and interesting, and should not adopt the form of ugliness.
Close-up: This is a method of making a big decision and using a part to express the whole, so that the characteristics of the subject can be more concentratedly expressed. Pay attention to the locality in the design.
2. Indirect expression
Indirect expression is a relatively intrinsic expression method. That is, the object itself does not appear on the screen, but the object is represented with the help of other related things. This technique has a broader expression, and is often used to express certain attributes, brands, ideas, etc. of the content.
As far as products are concerned, some things cannot be expressed directly. Such as perfume, wine, washing powder, etc. This requires indirect expression. At the same time many or in direct performance of the product. In order to obtain novel, unique, and varied performance effects, innovation and change are often sought from indirect expressions.
The techniques of indirect expression are metaphors, associations and symbols.
Metaphor: Metaphor is a method of comparing something with another thing, and it is a method of connecting one thing to another. The metaphor components used must be specific things that most people understand in common. image, which requires designers to have relatively rich life knowledge and cultural accomplishment.
Association: The association method uses a certain image to guide the viewer's understanding in a certain direction, and the association generated by the viewer supplements things that are not directly explained on the picture. This is also a method of expression from some to that. When people look at a piece of design, they don't just accept it visually, but will always have certain psychological activities. The awareness of certain psychological activities depends on the performance of the design, which is the psychological basis for the application of the association method. The media image used by association method is more flexible than metaphorical image. It can be concrete or abstract.
Various concrete and abstract images can arouse certain associations in people. People can think of happiness from concrete flowers, frogs from tadpoles, Egypt from pyramids, autumn from fallen leaves, etc. You can also think of mountains and rivers from abstract wood grains, think of the sky and sea from horizontal lines, think of grasslands and forests from green, and think of passing time from flowing water. The ice flowers on the window will give people various associations.
Symbol: This is a transformation that combines metaphor and association. It is more abstract in its meaning and more condensed in its form. In packaging and decoration design, it is mainly used to express a certain meaning of a brand and the abstract attributes of a certain commodity based on the common understanding of most people. The pictorial method is different from the metaphor and association methods, and is more rational and implicit. For example, the Great Wall and the Yellow River are used to symbolize the Chinese nation, the pyramids symbolize Egyptian antiquity and civilization, the maple leaves symbolize Canada, and so on. As a symbolic medium, the expression of meaning should have a kind of permanence that cannot be changed arbitrarily. In symbolic representation, the symbolic use of color is also important.
Decoration: In terms of indirect expression, some gift packaging often does not directly use metaphors, associations or symbolic techniques, but uses decorative techniques to express it. This kind of "decoration" should pay attention to certain things. tropism, using this quality to guide the viewer’s feelings.
4. Expression forms
The forms and techniques of expression are all about solving the problem of how to express. Form is an external weapon and a specific language for design expression. , is the visual communication of design. Considerations in the form of expression include the following aspects:
How to design main charts and non-subject graphics; whether to use photos or paintings; concrete or abstract; realistic or freehand; induction or exaggeration; whether to use certain techniques Form; area size, etc.
What is the overall tone of the color? How to grasp the hue, brightness, and purity of each color block, how the different color blocks relate to each other, how the areas of different colors change, etc.
How to design the font of the brand name and product name; what is the size of the font.
How to deal with the positioning and arrangement of the trademark, main text and main graphics; what is the relationship between the shape, color and character parts; what kind of arrangement is used to form it.
Whether auxiliary decorative treatments are needed; how to consider the use of gold, silver and changes in texture and texture, etc. These must be carefully considered during the entire formal consideration process.
Text arrangement of packaging design
Packaging text except font design In addition, the arrangement and processing of text is another important factor in forming the packaging image. When editing, we should not only pay attention to the relationship between words, but also pay attention to the relationship between rows and rows, and groups and groups. The text arrangement on the packaging is based on overall consideration in different directions, positions, and different sizes. Therefore, it can produce richer changes in form than ordinary book bindings and advertising text layout.
In addition to paying attention to the adjustment of thickness, character spacing, and area during layout, there should be a clear distinction between line spacing and character spacing. A relatively standardized text layout is generally one-third to four-quarters of the word height and the text relationship can be flexible with decorative changes.
The basic requirement for packaging text layout design is to grasp the key points of layout based on the attributes of the content, the priority of the text itself, and starting from the overall perspective. The so-called focus does not necessarily refer to a certain part, but can also be a trend or feature that organizes the overall image.
As far as the changes in arrangement form are concerned, it can be varied and there is no certain pattern. However, it can be divided into the following common types with reference to Chapter 2: Horizontal form, vertical form, circular form, conformal form, ladder form, staggered form, straw form, concentrated form, corresponding form, repeated form, pictographic form, axis form, etc. In addition to being used individually, various forms can also be used in combination with each other, and more arrangements can be evolved in actual arrangements.