First, the focus of performance

The focus refers to the concentration of performance content. Packaging design is limited in the picture, which is a space limitation. At the same time, packaging is known to buyers in a short time in sales, which is the limitation of time. This time and space restriction requires that packaging design should not be blind and complete, and everything is equal to nothing.

to determine the key points, we should compare and select the relevant materials in commodity, consumption and sales, and the basic point of selection is to help improve sales. The following is a list of key projects for your reference.

the trademark image and brand meaning of the commodity;

the functional utility and texture attribute of the commodity;

the origin background and local factors of the commodity;

the background of the place where the goods are sold and the consumers;

the difference between this commodity and the current products;

the status of similar packaging design of this commodity;

the product's * * * related features and so on.

second, the angle of expression

this is the deepening after determining the form of expression, that is, there must be a specific breakthrough after finding the main attack target. If we focus on trademarks and brand names, we will express our image. If we focus on the commodity itself, we will express the external image of the commodity, or whether some inherent attribute of the commodity is the component of * * * or whether its function and utility are concentrated in one angle, which will be beneficial to the distinctiveness of the performance.

Third, the technique of expression

Just as the key points and angles of expression are like goals and breakthroughs, the technique of expression can be said to be a tactical problem. The focus and angle of performance is mainly to solve what to show. This only solves half the problem. Good expression techniques and forms are the vitality of design.

no matter how it is expressed, it is necessary to express the content and some characteristics of the content. Broadly speaking, everything must have its own particularity, and everything must be related to some other things. In this way, to express a thing and an object, there are two basic techniques: one is to directly express certain characteristics of the object, the other is to indirectly express things with the help of certain characteristics of the object, and the other is to indirectly express things with the help of other things in the Ming Dynasty. The former is called direct performance, and the latter is called indirect performance or help performance.

1. Direct expression

Direct expression means that the focus of expression is the content itself. Including its appearance, form, use and usage. The most commonly used method is to use photographic pictures or open 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 ways, which can make the subject more fully expressed. The image set off can be concrete or abstract, so be careful not to usurp the host's role in handling it.

contrast: this is a transformation form of contrast, which can be called contrast, that is, contrast from the opposite side makes the subject get stronger performance in contrast contrast. The contrast part can be concrete or abstract. In direct expression, we can also change the subject image to make its main features more prominent, among which induction and exaggeration are common methods.

induction: induction is to seek clarity by simplification, while exaggeration is to seek prominence by change. The similarities between them are to make some changes to the subject image. Exaggeration is not only a choice, but also an emphasis, which makes the subject image unreasonable, but reasonable. There are many vivid examples of this technique in Chinese folk paper-cutting, clay toys, shadow play modeling and foreign cartoon art, and this expression technique is full of romantic interest. The exaggeration of packaging pictures generally pays attention to the characteristics of cuteness, vividness and interest, and should not be ugly.

exaggeration: induction is to seek clarity by simplification, while exaggeration is to seek prominence by change. The similarity between them is to make some changes to the subject image. Exaggeration is not only a choice, but also an emphasis, which makes the subject image unreasonable, but reasonable. There are many vivid examples of this technique in Chinese folk paper-cutting, clay toys, shadow play modeling and foreign cartoon art, and this expression technique is full of romantic interest. Generally, the exaggeration of packaging pictures should pay attention to the characteristics of cuteness, vividness and interest, and should not be in the form of ugliness.

close-up: this is a handling method of taking the big and giving up the big, and expressing the whole locally, so that the characteristics of the main body can be more concentrated. Pay attention to the locality in design.

2. Indirect expression

Indirect expression is a relatively internal expression technique. That is, the object itself does not appear on the screen, but is represented by other related things. This technique has a broader expression, and it is often used to express a certain attribute or brand, idea, etc. of the content in conception.

as far as products are concerned, some things cannot be directly expressed. Such as perfume, wine, washing powder, etc. This needs to be handled by indirect expression. Many products at the same time or directly. In order to obtain novel, unique and changeable performance effects, we often seek novelty and change from indirect performance.

The methods of indirect expression are metaphor, association and symbol.

Metaphor: Metaphor is a way to compare things with other things, and it is a way to compare things with other things. The components of metaphor used must be concrete things and concrete images that most people know, which requires designers to have rich knowledge of life and cultural accomplishment.

association: the association method is to guide the viewer's knowledge to concentrate in a certain direction with the help of a certain image, and the association generated by the viewer supplements what is not directly explained on the screen. This is also a kind of expression method from some to the other. When people watch a design wound, they don't simply accept it visually, but always have certain psychological activities. The consciousness of certain psychological activities depends on the performance of design, which is the psychological basis of the application of association method. The media image with the help of association method is more flexible than figurative image, which can be concrete or abstract. Various concrete and abstract images can arouse people's certain associations. People can think of happiness from concrete flowers, frogs from tadpoles, Egypt from pyramids, autumn from fallen leaves and so on. You can also think of mountains and rivers from the abstract wood grain, the horizon to the sky and the sea, the grassland forest from the green, and the lost time from the running water. Ice flowers on the window will make people have all kinds of associations.

symbol: this is the transformation of the combination of metaphor and association, which is more abstract in the meaning of expression and more blaming in the form of expression. In packaging and decoration design, it is mainly reflected in the fact that most people have the same understanding to express a certain meaning of the brand and the abstract attributes of a certain commodity. Compared with metaphor and association, pictographic method is more rational and implicit. For example, the Great Wall and the Yellow River symbolize the Chinese nation, the pyramids symbolize Egypt's antiquity and civilization, and the maple leaves symbolize Canada. As a symbolic medium, the expression of meaning should be permanent and unchangeable. In symbolic expression, the symbolic use of color is also very important.

decoration: in terms of indirect expression, some gift packages often use decorative techniques instead of metaphors, associations or symbols. This kind of "decoration" should pay attention to a certain orientation and use this nature to guide the viewer's feelings.

IV. Forms of expression

Forms and techniques of expression are all about how to express. Form is an external weapon, a concrete language of design expression and a visual communication of design. The consideration of expression forms includes the following aspects:

How to design subject charts and non-subject graphics; Use photos or paintings; Concrete or abstract; Realism or freehand brushwork; Induction or exaggeration; Whether to adopt a certain process form; What is the area size, etc.

what is the general tone of color; How to grasp the hue, lightness and purity of each part of the color block, how the relationship between different color blocks, how the area of different colors changes, etc.

how to design the font of brand and product name; What is the size of the font?

how to deal with the position arrangement of trademarks, main text and main graphics; What is the relationship between the parts of shape, color and character? What kind of arrangement is used to form it?

whether auxiliary decoration treatment is needed; How to consider the use of gold, silver and texture, texture changes and so on. These are all to be specifically scrutinized in the whole process of formal consideration.

text arrangement of packaging design

In addition to font design, text arrangement is another important factor to form packaging image. Arrangement processing should pay attention not only to the relationship between words, but also to the relationship between lines and groups. The text arrangement on the package is considered as a whole in different directions, positions and sizes. Therefore, it can produce richer changes in form than ordinary book binding and advertising text arrangement.

In addition to the adjustment of thickness, kerning and area, there should be obvious differences between line spacing and kerning. A more standard text arrangement is generally that the line spacing is four-thirds of the word height, and the relationship between words with decorative changes can be flexible.

the basic requirement of packaging text layout design is to grasp the layout focus from the whole according to the attributes of the contents and the primary and secondary of the text itself. The so-called focus does not necessarily refer to a certain part, but can also be a trend or feature of arranging the overall image.

as far as the change of arrangement form is concerned, it can be varied and there is no certain pattern, but it can be divided into the following common types with reference to Chapter II: horizontal arrangement, vertical arrangement, circular arrangement, conformal arrangement, stepped arrangement, staggered arrangement, grass arrangement, centralized arrangement, corresponding arrangement, repetitive arrangement, pictographic arrangement and axial arrangement. In addition to being used alone, various forms can also be used in combination with each other, and more forms of arrangement can be evolved in actual arrangement. 1. Aluminum-plastic flexible packaging and aluminum-paper flexible packaging: due to opacity, it can be considered according to the conventional color.

2. Single-layer polyethylene packaging: Because it is transparent, you can consider using the color of the contents as the complementary color of printing. The color of the contents can be used as the background of the pattern or as the decorative color (window color), as long as it depends on your design style.

3. The color of liquid articles can be used as the background color of soft packaging, such as milk, soybean milk and fruit juice

4. The color of solid small-particle articles can also be used as the background color of soft packaging, such as coffee and monosodium glutamate

5. The color of solid large-particle articles is not suitable for the background color of soft packaging, such as candied fruit. It is suggested to leave a transparent window on the packaging or print on one side.

6. The bar code must have a background color with obvious contrast, and the contents cannot be used as the background, so as not to be read by the code reader.

7. There are no strict rules for writing, as long as the contact surface with food is not printed. The artistry of characters is the space for design

8. As far as possible, using more colors will be more realistic, but the cost will go up. Generally, four sets of films, that is, four colors, are the minimum. If you want to print realistically, it is best to produce seven sets of films, that is, to print in seven colors, of course, provided that the production cost can be borne.

9. The colors of the characters are not listed separately, but are attributed to the films in other patterns.

1. The size of the characters: the trade name can be larger, but it depends on the size of the packaging bag, and it can also be artistically treated, that is, some characters can be deformed.

11. The description characters can be smaller, but at least not less than 2.5mm, otherwise they will be invisible.

There are some differences in the application of different versions. Pay attention to the importance of knife bleeding and learn more about the packaging design concept. You can go to Red Move China

Packaging is a conversation that begins with "hey" for communication. The purpose of "hey" is to attract attention, and it can even be said that attracting attention is the first factor of packaging effect. The article is taken from the official website of Hongtang Design

People's psychological activities are extremely subtle and elusive. In Shangchao, did you buy those products because of necessity? My wife said to buy a bag of salt, and I forgot to remind her to leave the extra money. When she came back from the supermarket, she kicked the door with her feet because she was carrying things with both hands. Admittedly, people often buy goods on impulse. The psychological effects of commodity packaging on consumers, such as beauty and ugliness, elegance and vulgarity, concern and rejection, are not only different for men, women and children, but also vary greatly due to the preferences of countries, regions and individuals. Therefore, as a designer, I understand the market, study the factors of design form and analyze the psychology of consumers. Only in this way can we accurately explore the laws between packaging design and consumers' psychological activities, thus improving the effect of packaging design and prompting consumers to buy goods.

Design is a bound art

This is especially true for packaging design. The main function of packaging design is to protect commodities, followed by beautifying commodities and conveying information. It is worth noting that the latter two functions have become more and more important to modern consumption.

to design a package, our most direct goal is to motivate consumers to buy. This goal should be the first consideration when making a commodity packaging plan. Secondly, even if consumers are not prepared to buy this kind of goods, they should be encouraged to have a good impression on the brand, packaging and trademark of the product and the manufacturer, so as to prepare for future behavior. Maslow's "hierarchy of needs" is one of them. He divided people's needs into five levels: physiological needs, safety needs, belonging and love needs, respect needs and self-reality needs, which exist in a progressive form. Design is to meet these needs at different levels. Consumers' purchasing behavior can meet both physical and material needs and social and spiritual needs.

I once said in a text that packaging is a conversation that begins with "hey" and is for communication. The purpose of "hey" is to attract attention, and it can even be said that attracting attention is the first factor of packaging effect. Among the design elements of commodity packaging that we can use, the color impact is the strongest, especially when it appears in groups. When you go to the supermarket, you can look at the color strategy of Coca-Cola Company. Coke is red, Sprite is green, eye-catching is yellow, diet is white, and only blue is taken by Pepsi.

if consumers want to remember the design of commodity packaging, they must reflect the distinctive personality characteristics of commodities, use concise and clear texts, drawings and images, and at the same time reflect the cultural characteristics of commodities and modern consumption fashion, so that consumers can remember it forever. When communicating with pictures and texts, it is necessary to be smooth and lively, and not to drag and drag.

The method of design

As a packaging designer, to give packaging a new design concept, we need to know about society, enterprises, commodities and consumers before we can make an accurate design orientation. The positioning idea of packaging design is a guiding principle with strategic vision. Without positioning, there will be no purpose and pertinence, and there will be no target audience. Subsequently, there will be obstacles in commodity sales, which will lose the basic significance of packaging design.

only by following the basic rules of design can we make the design required by the product. The five "W" design ideas (What was designed for whom, When, Where and Why), which were popular from abroad some time ago, have certain reference significance in the conception order. When designing, people usually pay attention to What, Who, when,