No matter what kind of design it is, it must have its own way of expression. When conceiving and creating, it is difficult to have a fixed formula. A successful packaging design needs to go through repeated modifications and Replenish. The question to think about is nothing more than what to express and how to express it, how to grasp the key points when expressing it, and after finding the main target, there must be a specific breakthrough point. Let's first take a look at the expression techniques of packaging design. Direct expression means that the focus of 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 that 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 sets off 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 which 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 taking the big shot and using part to express the whole, so that the characteristics of the subject can be expressed more concentratedly. Pay attention to the locality in the design. Indirect expression is a more internal 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 something to that. The metaphor components used must be specific things and specific images that most people understand in common, which requires designers to have relatively rich knowledge. 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 in the picture. This is also a method of expression from some to that. When people look at a design wound, 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 a certain direction, and use this property to express it. Guide the viewer’s feelings. The form and technique of expression are all about solving the problem of how to express. Form is an external weapon, a specific language for design expression, and the visual communication of design. Consideration of the form of expression includes the following aspects: how to design main charts and non-subject graphics; whether to use photos or paintings; concrete or abstract; realistic or freehand; summary or exaggeration; whether to use a certain form of craftsmanship; what the size of the area is, etc. What is the overall tone of the color; how to grasp the hue, brightness, and purity of each color block, how different color blocks relate to each other, how the area of ??different colors changes, 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 shapes, colors and characters; what kind of arrangement should be used to form it. Whether to use auxiliary decorative processing; 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. Packaging design requires designers to have a wealth of knowledge about products, 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.