In poster design skills, in addition to the contrast skills in the use of colors, you also need to consider several contrast relationships. Such as the contrast of thick and thin design skills, the contrast of far and near design skills, the contrast of density of design skills, the contrast of static and dynamic design skills, and the contrast of Chinese and Western design skills. Comparison of ancient and modern design techniques, etc.

(1) Thickness contrast in design techniques: The so-called thickness contrast refers to the colors used in the design process and the style formed by the patterns composed of colors. In calligraphy and painting works, we We know that there is a theory of gongbi and freehand brushwork, or that gongbi and freehand brushwork appear together in the same picture (just like the paintings of cabbages and grasshoppers by the Chinese painting master Qi Baishi). This style is a frequently used expression technique in packaging design. For this kind of thickness contrast, some are the contrast between the main pattern and the foil pattern; some are the contrast between the central pattern and the background pattern; some are as rough as the wind sweeping away the remaining clouds, while the other side is as exquisite and thin as a gossamer; some use wild calligraphy to replace the pattern. , which can be seen anytime and anywhere in some wine and food packaging. This is the case with Missing Brand Dumplings and Rejoice Brand Shampoo.

(2) The contrast between near and far in design techniques. In the design of traditional Chinese landscape paintings, we pay attention to the near, medium and long shots. In the design of packaging pictures, based on the same principle, we should also focus on near, medium and far. The design level of the screen. The so-called "near" refers to the most eye-catching part of the pattern in a picture, also called the first visual impact. This most eye-catching part is also the most important content to be expressed in the packaging pattern. For example, the earliest instant noodles packaging used by Shuanghui, the first What breaks into people's sight is the Shuanghui trademark on a blank background and the huge white "Shuanghui" characters for variety show on a dark red square background (i.e. close-up), followed by the smaller main characters of "Braised Beef Noodles" in running script. (It should be said that the second line of sight, also called the middle shot), the third line of sight is the product photo describing the contents of the package (also called the third line of sight, bounded by the middle shot), and then the auxiliary corporate mascot slogan, Performance instructions, corporate logos, etc. This obvious sense of hierarchy is also called the three-step rule of vision. It takes into account people's habit of looking at a still life picture from top to bottom, from right to left, and at the same time highlights the most important expressions. the topic part. As a designer, when creating a picture, you should first understand the theme you want to appeal to, and create an atmosphere where stars support the moon and stand out from the crowd. As a result, the strong magnetic force of the image of our installation design tightly pulls the marketers' attention.

(3) Contrast between density and density in design techniques: Speaking of contrast between density and density in design techniques, this is very similar to the contrast between traditional and simplified colors used, and is also very similar to the Feibai in Chinese painting, that is, the contrast between the density and density in the pattern. Where there is concentration, there must be diffusion. It is not advisable to concentrate everything or diffuse everything. It embodies a kind of coordination of density and density, with clear rhythm, tension and relaxation, showing emptiness. At the same time, the theme remains prominent. Recently, I have seen a lot of packaging pattern designs. The entire picture is densely packed and colorful. From the background pattern to the theme pattern, it is all very heavy color expression, which makes people feel depressed and breathless. This not only fails to beautify Products, the purpose of promoting sales, on the contrary, makes people feel bored and lack appetite. This is caused by not grasping the contrast between density and density.

(4) Static and dynamic contrast in design techniques: In a pattern, we often find this phenomenon, that is, an explosive pattern displayed in the background or surrounding the name of a packaging theme Or it may look careless, but in fact it is a few crazy thick lines deliberately daubed, or streamer-shaped English or patterns, etc., all of which show a "dynamic" feeling, while the theme name is dignified and steady with the big background It is light and calm. This scene is the contrast between stillness and movement. This kind of contrast avoids the gimmicky and too quiet rigidity of both designs. So the visual effect feels comfortable. In line with people's normal aesthetic psychology.

(5) Contrast between Chinese and Western design techniques: This kind of contrast often uses the combination of Western painting cartoon techniques and traditional Chinese techniques or the combination of Chinese Sinology art and English in the packaging design.

And directly use realistic techniques to highlight Western photos or certain scenes on the packaging pattern. This form of expression is also a common reference method, which is used in children's products, women's socks, and clothing. Or often appear on the packaging of cosmetics.

(6) Comparison of design techniques today: both foreign things are used for China and ancient things are used today. Especially in order to reflect a cultural taste, people often use ancient classic patterns in packaging design. , calligraphy, characters, and patterns are used in current packaging, which is most clearly reflected in the packaging of wine. For example, the wine and Taibai wine in the picture of the Twelve Golden Hairpin Ladies in Dream of Red Mansions, as well as the Mid-Autumn Mooncakes and Black Lao Bao Peanuts in food, all reflect and explore the connotation from these aspects. In addition, there are some high-end gift boxes for cosmetics and daily necessities whose decorations and patterns are also grafted from classical culture. This can give people a sense of antiqueness, elegance and inner pursuit or a certain aspect of comfort. So it is very popular with consumers.