The formal beauty rules of packaging appearance elements are mainly considered from the following eight aspects: the rules of symmetry and balance, the rules of stability and lightness, the rules of contrast and harmony, the rules of repetition and echo, the rules of rhythm and rhythm, comparison and The law of association, the law of proportion and scale, the law of unity and change.
Composition is a complete picture that arranges the trademarks, graphics, text and combinations on the product packaging display surface. The combination of these four aspects constitutes the overall effect of packaging and decoration. Product design composition elements such as trademarks, graphics, text and colors can be called excellent design works if they are used correctly, appropriately and beautifully. So what are the key points of beverage packaging?
1. Trademark design
A trademark is a symbol, a symbolic image of an enterprise, institution, product or facility. Trademark is a related arts and crafts, which involves various fields such as politics, economics, legal system and art. The characteristics of a trademark are determined by its function and form. It needs to express the rich communication content in a relatively small space in a simpler and more general form, and at the same time requires the observer to understand its inner meaning in a short period of time. Trademarks can generally be divided into three forms: text trademarks, graphic trademarks, and trademarks that combine text and graphics. A successful trademark design should be the product of an organic combination of creative expressions. Creativity is the synthesis, analysis, induction, and generalization of a certain concept based on design requirements. Through philosophical thinking, abstraction is transformed into images, and the design concept is gradually transformed from abstract evaluation performance into concrete image design.
2. Graphic design
Packaging and decoration graphics mainly refer to the image of the product and other auxiliary decorative images.
Graphics, as the language of design, are meant to express the internal and external components of an image and convey information to consumers in the form of visual images. To achieve this goal, accurate positioning of graphic design is very critical. The process of positioning is the process of becoming familiar with all the contents of the product, including the nature of the product, the meaning of the trademark, the product name, and the current status of similar products, etc., which must be familiarized and studied.
Graphics can be divided into physical graphics and decorative graphics in terms of their form of expression.
Physical graphics: expressed using painting techniques, photography, etc. Painting is the main form of expression of packaging and decoration design. Pictures are drawn 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 to appreciate. It is a means of publicizing, beautifying and selling products. However, the commercial nature of product packaging determines that the design should highlight the true image of the product and give consumers an intuitive image. Therefore, using photography to express a true and intuitive visual image is the best way to express packaging and decoration design.
Decorative graphics: divided into two expression techniques: concrete and abstract. Concrete figures, landscapes, animals or plant patterns can be used as symbolic graphics for packaging to express the contents and attributes of the packaging. Abstract techniques are mostly used for freehand brushwork, using abstract geometric patterns of points, lines, and surfaces, color blocks, or texture effects to form a picture that is concise, eye-catching, and has a sense of form. It is also the main expression technique for packaging and decoration. Usually, concrete forms and abstract expression techniques are not isolated in packaging and decoration design, but are combined with each other.
The dialectical unity of content and form is a universal rule in graphic design. In the design process, according to the needs of graphic content, corresponding graphic expression techniques are selected to achieve the unity of form and content in graphic design and create It is the basic requirement of packaging designers to produce practical, economical and beautiful decoration design works that reflect the spirit of the times and national style.
3. Color design
Color design occupies an important position in packaging design. Color is an important factor in beautifying and highlighting a product. The use of packaging colors is closely related to the conception and composition of the entire picture design. Packaging colors require flatness and uniformity, which is a high-level summary of color filtering and refining. It is based on people's associations and color habits, and highly exaggerated and discolored is a means of packaging art.
At the same time, the color of the packaging must also be restricted by technology, materials, uses, sales areas, etc.
The colors in packaging and decoration design must be eye-catching, have strong contrast, and be highly attractive and competitive, so as to arouse consumers' desire to buy and promote sales. For example, food and bright and rich tones are mainly warm colors, highlighting the freshness, nutrition and taste of food; medicine and simple warm and cold tones; cosmetics commonly use soft mid-tones; small hardware and mechanical tools commonly use blue, black and Other calm color blocks are used to express the characteristics of solidity, precision and durability; bright and eye-catching solid colors and various color blocks with strong contrast between cold and warm are commonly used in children's toys to conform to children's psychology and hobbies; bright and loud colors are often used in sporting goods. Blocks to increase the feeling of activity and movement... Different products have different characteristics and attributes. Designers should study consumer habits and hobbies as well as the changing trends of international and domestic popular colors to continuously enhance the awareness of color sociology and consumer psychology.
4. Text design
Text is a symbol that conveys thoughts, exchanges feelings and information, and expresses a certain theme. The brand name, product name, description, advertising text, manufacturer, company or distribution unit on the product packaging reflect the essential content of the packaging. When designing packaging, these words must be considered as part of the overall packaging design.