1. Food packaging design requirements

1. Aesthetics

With the development of the times, people’s aesthetics continue to improve, and their requirements are also increasing. Meeting people's aesthetic needs has become the main topic of packaging design. In the past, packaging that simply put a product photo could no longer satisfy people's aesthetics. They needed a more artistic form of expression. Food packaging designers also use abstract techniques to make product packaging more artistic, leaving room for people's imagination. When He Effect Planning designed the products for a certain meat company, they used cartoon images, and the effect was very obvious.

2. Reasonability

Packaging images can be appropriately exaggerated, but cannot be exaggerated at will. Modern food packaging design increasingly uses artistic effects to express product features, such as computer painting of products. This method can make up for the lack of photography and can be combined with ingredients, raw materials, etc. at will, allowing people to understand the product more intuitively and trust it. product.

3. Uniqueness

There are so many food packaging designs on the market. How to make your products stand out from many similar products requires innovation and originality. So how do you make product packaging unique? Below are a few examples:

In the public’s mind, instant noodle packaging comes in only a few colors: red, yellow, green, and orange. Apart from the popularity of the brand, there is almost no comparison in terms of packaging. The launch of the Wugu Dojo series of instant noodles has subverted the color habits of this type of product, boldly using black and white to match. The coordinated proportions make it look impressive and successfully attract the attention of consumers. Therefore, the packaging of Wugu Dojo series instant noodles wins in terms of color.

In the past, most sausage products were sausages themselves with a layer of plastic packaging, or groups of several with a plastic square outer packaging. They lacked their own personality and were difficult to stand out among many products. Longda Food Group Fujiyuan Ham has launched a zip-top plastic seal similar to bread packaging, so it stands out from similar products and wins in terms of packaging form.

4. Targetedness

Because some foods are specifically targeted at a certain range of consumer groups, the performance of food packaging design needs to be highlighted. For example, food for middle-aged and elderly people has a more traditional packaging format and uses deep and steady colors; children's food requires packaging that is lively and cute, brightly colored and often has some added value (such as being a toy or a collection); Products can show local characteristics on their packaging, such as using dialects, cultural traditions, etc.

2. Elements of food packaging design

1. Logo and text design

Text occupies a relatively large proportion in the packaging screen. It is to convey the message to consumers. It is the most important way and means for conveying product information. The product name is the most important element in the entire packaging. It must give people a clear visual impression. Therefore, the text in food packaging design should avoid complexity and make it easy for people to recognize and understand. Different types of products require different design styles; children's products require lively and vivid fonts. You can use cartoon images combined with product names or logos. Products for the elderly and products with historical characteristics can use brush fonts.

The font design of the product packaging must be coordinated and consistent with the packaging picture, so that the product packaging can be integrated and visual.

2. Graphics and pattern design

Food can display the characteristics and essence of the product through the picture design of the packaging. In modern food packaging design, the most commonly used method is to directly reflect the product in the picture. Make the product look delicious and attractive through some artistic techniques. Some products, such as drinks and sauces, cannot directly reflect the product. Instead, they use images that reflect the raw materials or foods that can be paired with the product. Like butter, the same image of bread and butter appears in the picture.

The use of points, lines and surfaces is also essential in food packaging design. They have the effect of coordinating the picture and completing the picture.

The use of graphics and patterns requires visual balance and conforms to people’s visual habits. The primary and secondary expressions are reflected in proportion and position.

The overall picture should have a visual focus that enables consumers to see this element first from a distance, and then attracts them to look at other parts of the package.

3. The use of color

Color plays an important role in food packaging design. Each color has its own meaning and emotion. It can radiate people's emotions and arouse People's psychological cries.

Color has relatively fixed application rules in food packaging design; for example, to express strawberry flavor, use rose red color; to express chocolate flavor, use brown color, etc. If you do not follow this rule, it will be difficult to achieve people's psychological recognition and enthusiasm, thus affecting the overall promotion of the product.

Some products have a fixed sales time, such as Spring Festival gifts, and the colors must be festive and warm. Mainly red, with spot colors or other bright colors to achieve the effect.

Color matching can make the picture vivid, coordinated and unified. The most commonly used are complementary color matching and same color matching. Coordinated color matching can effectively enhance product value.