Similarly, the design of container labels should not only focus on the design of a label, but also the shape of the label and the container, and the relationship between the labels. Therefore, the design of packaging decoration is very similar to advertising design in some aspects. However, it also needs to pay attention to other aspects to make the entire packaging form a whole.
1. Design of the main exhibition area
If a carton has six sides, five sides usually need to be decorated (the bottom side does not need to be decorated). A container has one to three labels, and the most is five or six. They are not treated equally. Depending on the exhibition area, the main exhibition design is determined in order to attract the attention of the collectors.
The main exhibition always appears on the side facing consumers. With its positioning method, the placement of trademarks, product names, product images, manufacturers, etc. is carefully considered to make it clear at a glance. Since the main exhibition area is relatively small and at the same time it is the image of the product itself, the decoration screen should quickly introduce the product to consumers and express it directly using text and close-up images.
Among similar products, they are the first to jump into the eyes of consumers. Eye-catching brand names and trademarks often appear on the main exhibitions; long hair. They even use the method of opening skylights to directly display the image of the product and increase its promotional effect. In packaging and decoration design. The main exhibition area plays the leading role in advertising.
2. Overall design
However, the main exhibition area should not be isolated. It is still a part and an important part of the overall packaging. Packaging is a three-dimensional object. People see packaging from multiple angles. While considering the main exhibition surface, we must also consider the relationship with other surfaces. Consider the overall image of the entire package. The overall composition is formed through techniques such as coherence, repetition, echoing and segmentation between text, graphics and colors.
1) A carton package, its front and back become the main display surfaces. However, if the width of the side is equal to that of the main exhibition, sometimes the same design will be used to become the exact same "main exhibition". No matter what angle, you will get a unified feeling.
2) Focus on the front and back. The side shows the ingredients, functions, weight, instructions for use, shelf life, batch numbers of various competent authorities and other explanatory text on the side. In terms of formal elements and constituents, they must be related and differentiated, produce rhythmic changes, and reflect the guarantee of science and quality.
3) Text, photography, illustrations and patterns are arranged across the surfaces to connect several surfaces into one main body, a large "main exhibition area", and the picture on each side is also complete. This design uses a combination of different surfaces to form a large advertising screen when displayed in the store, achieving a strong visual effect and playing a promotional role in POP.
4) Labels on containers are generally divided into body label, chest label, shoulder label, belly label, neck label, top label and cover horse label, etc. Stick one to three on a container. There are various shapes of labels. Body labels, chest labels, and abdominal labels include flat, oval, and rectangular shapes. Some have shapes determined by the shape of the container. Some have a circle around the container. Most shoulder and neck labels are rectangular, fan-shaped, oval, round, etc. The number, shape and size of labels chosen has a lot to do with the shape of the container. The main labels of the container generally refer to the body label, chest label, and belly label. The three are used according to the design needs because they have the largest area relatively speaking. Some containers use this mark to echo the bottle cap. There are also some containers (mainly referring to wine bottles) with decorative shoulder and neck labels, and some have the top label, neck label, and shoulder label connected together, without chest or belly labels, forming the main label, with various forms. .
5) The color design of the label is also inseparable from the relationship with the container, the relationship between the labels, and the relationship with the bottle cap. Pursue the consistency of the label background color and container color, and highlight the brand name and graphics. The white containers of female cosmetics are paired with white labels, with delicate line borders and elegant black fonts, which look clean and elegant; while the black brandy wine is paired with black labels, golden ancient Roman fonts, and floral fonts. It gives people a sense of solemnity and nobility. Emphasize the color contrast between the label and the container. The background color of the label is black, white, gold, silver and other relatively saturated colors to contrast the brightness and hue with the container, creating a strong and lively effect. Printing the trademark and brand name directly on the container is also a method.
6) The overall design of the packaging is also used in the coordination of the box packaging and the container; the box packaging and bottle stickers adopt the same design, with only slight changes in composition, and the contrast between the two large tones. But there are echoes in the brand name and other fonts; the image of the container appears on the box packaging, and part of the carton design is repeated on the container label. All in all, the design of packaging and decoration should revolve around a theme, start from the whole, think about the big picture, conform to the principles of simplicity, individuality and beauty, and conform to the characteristics and consumption of the goods.