British packaging design symmetry and balance law

stability and lightness law

contrast and harmony law

repetition and echo law

rhythm and prosody law

analogy and association law

proportion and scale law

unity and change law

composition elements

composition is to display trademarks and graphics on the packaging of goods. 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 image. 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.

domestic aerolite packaging design physical graphics:

using 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, color blocks or texture effects of points, lines and surfaces 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 the package must also be limited by the process, materials, uses and sales areas.