Taste packaging design

Abstract: Through packaging design, it can fully convey the information of goods to consumers. A tasteful packaging design reflects all aspects and details of the entire package. Through such a design, it not only demonstrates a good heart and soul function, but also brings closer the distance between designers and consumers. There has never been a clearer and more creative visual communication than it is now, bringing people into contact with their culture, economy and society.

Keywords: packaging design Yuexin function cultural value

Packaging is an important part of product planning, promotion, and sales strategy. It is a comprehensive application discipline that integrates art and various industries. Packaging design is a central part of the packaging industry. The pros and cons of the design plan have a direct impact on the way of packaging production and processing and social and economic results, as well as the development of the packaging industry. Packaging not only accommodates the protection of the safe circulation of goods, but it has also become an important means for the sale of modern commodities.

At present, China's packaging design is in the development stage, and the innovative design of packaging and packaging design is limited by the division of funds, ideas, etc., and there is a certain gap between the world's advanced design standards. The appearance of gorgeous designs is very large in our country's market, but there are few designs that have characteristics, a certain cultural taste and practicality. Economically developed countries have trained packaging design talents through various channels since the 1930s to adapt to the needs of the development of commodity economy. With the rapid development of China's economy, domestic packaging design has also been vigorously developed and has achieved encouraging results. . In the process of packaging design development, it gradually reflects the complex characteristics of its multi-disciplinary intertwined.

1, packaging design must be based on a certain product's storage and transportation, sales and consumption requirements, and all kinds of products are almost all packaging objects. For products with different characteristics, different packaging materials, containers and technological methods must be used.

2. All packaging designs must be based on the functional purpose of the packaging. All of them must be processed through certain materials, shapes, structures and processes to achieve the purpose of protection and convenience of consumption.

3. The visual communication design of packaging should be embodied through artistic forms and means such as modeling, text, graphics, photography, color, and material texture in order to achieve the functions of beautifying, displaying goods, conveying information, attracting customers, and selling goods.

4, packaging design must go with the product into circulation. Therefore, the packaging design is directly related to the different distribution intentions of goods, transportation and storage conditions of goods and materials, sales of goods, and market factors.

5, in the packaging design process, also involves product and market research, economic analysis 246 science and technology information analysis. Local customs, historical traditions and customs, relevant regulations, mechanized processing and production and printing process requirements, application of buffer shockproof, anti-corrosion and preservation techniques, and consumer psychology knowledge.

In summary, it fully reflects that packaging design is neither a purely technical activity nor a purely artistic activity. It is a comprehensive discipline that designs multidisciplinary disciplines. Its difficulty lies not only in its breadth and breadth, but also in comprehensive application and creativity. Nowadays, with the development of the packaging industry, packaging design faces the era of concept change. Packaging design is the closest discipline to the market and the commodity. The characteristics of over-commercialization often lead to utilitarianism and prejudice, and lack of cultural concepts and tastes. A design within 19 narrow areas of my own; excessive functionalization would make the design indifferent and unacceptable.

British packaging designer James. Pidditch said: "They may be a few square centimeters of wrapping paper, a container shape, a few lines of text, a few colors, a child's lines, a graphic, it's just that simple. But use these simple expressions. With tactics, we can create a visual image for the product, a pleasant personality."

In spite of this, "taste" and "senior feeling" are quite uncertain words. There does not seem to be a very clear standard. The feeling of "taste" seems confusing. "Taste" as a factor that can reflect good meaning and a promotion, as a designer should know that design works reflect the basic elements of "taste" and "senior sense". In a nutshell, it is often said that “exquisite” visual effects are a powerful way of expressing “taste” and “senior sense” because there seems to be no universality in packaging, as long as the packaging you design is first class The material processing technology and first-rate printing produced, consumers will experience the "taste" effect of existence. Because there are "taste" design works should always be beautiful. This requires the designer to master the formal rules of the aesthetic beauty, and its methods.

Then, from the specific elements of packaging design:

1. The beauty of the packaging structure: The packaging structure mainly involves the functional aspects of the packaging, including the convenience, comfort, and protection of the structure, as well as the ease of portability and use. Designing a packaging structure that is reasonable and accurate in grasping popular trends is entirely capable of winning with "shape."

The packaging design and the flat image can make the packaging enhance the image power, attractiveness and personality. In addition to satisfying the basic functions necessary for packaging, the unique style reflects the quality image of the product and the company's culture. For example: Coca-Cola Packaging, not only the image of the product logo and color is known to the world, that has a beautiful shape of the glass bottle, has become the product's unique image features two people fI. ] Relish; "Yunyun Water" bottle design, from the general to the classic limited edition, each style is all through the modeling to show people the pure quality of Evian water, but also to attract the attention of the global community It's a pleasure to own it.

2, text, drawings, beauty of the form of color: the aesthetic sense of the text, figure, and color is one of the means to realize the packaging design, which is “conspicuous, understanding, good feeling”. When the package design is performed, the functional features of the product and its use environment are Should be fully considered. The packaging text must first be typeface designed, based on the characteristics of the product, the corporate image of the premise, look at the laws of the market, to seize the consumer psychology of the audience. Text can not only convey the information contained in the text itself, but also show consumers the cultural connotation, brand image, and characteristics of the product itself. In modern packaging design, design works that rely on textual images and elements to create a brand image are not uncommon, and they have gradually become a design trend. They are consumed by consumers in their fresh, elegant, concise and modern cultural style. Qingyan. For example, most high-end cosmetics and cigarettes are mostly text-based and can reflect the “senior” feeling of the product itself.

The graphic elements of packaging design are the use of graphics in the visual communication of intuition, effectiveness, vividness and rich expression, to convey the content and information of goods to consumers. With the visual appeal of graphics, consumers' psychological reactions are induced, which in turn leads to purchase behavior. The graphics in packaging design often form the main part of the packaging image, which makes the product image more personalized and aesthetically pleasing, and strengthens the promotion function. For example, a product design with ethnic characteristics, most of which use the unique graphics of the people to design juice, become a unique towel!

Consumers walk around to buy products in the supermarket. The earliest impression of consumers is the impression of color. Color is the main artistic language for packaging design, and it is more visually appealing and abstract than composition, styling and other expression languages. The special alliance Q: SOlENC [& TECl1N0L00Y INFOHMATION sign, but also better able to play its attractive charm. At the same time, it is also an important element of beautifying the product, representing the corporate and product image. Color is the beauty of human life. With the highly developed modernization of the material life, people's aesthetic taste of the color of commodity packaging is getting higher and higher. Martin Heidegger (l889-l976), the philosopher of philosophy, once said: "The poetic thing works through all the arts and penetrates every solution to the essence of entering the beauty." Through the packaging structure Designs such as texts, texts, drawings, colors, etc., can fully convey information about goods to consumers. The design of "sensibility" is reflected in all aspects and details of the entire package. Success stories such as this are too numerous to mention. Through such a design, in addition to being able to demonstrate good graciousness, it also better narrows the distance between designers and consumers. “It has never been clearer than now. With creative visual communication, it connects the masses with their cultural, economic and social life."

Embodying "senior sense" is the reference and basis of packaging design, and also an important visual performance element in packaging design.

1. Keeping forward-looking, keenly aware of market changes, discovering the bright spots, and packaging as the “first medium” for product sales. We must not only have good promotion functions, but also have “beautification” functions, beautify life, and beautify consumers. The shopping process can even have the function of leading the direction of consumption.

2, avoid blind pursuit of "grade", blindly using high-grade materials, gorgeous printing, texture piled, and can not make people "pleasing", packaging design "upscale feel" is based on "moderate" the beauty of the design to reflect Combining with the characteristics of commodities, consumers can be impressed by the “moderate” beauty. Appropriate paper materials, exquisite printing, environmentally friendly materials, and convenient use are both the best ways for a good design to embody “a sense of luxury” and the “people-oriented concept in design”.

Design is a kind of culture. Reflecting the “senior sense” in packaging design is not only a requirement of the market, but also a comprehensive manifestation of consumers' consumption behavior maturing and pursuing a better life. Designers should also design the “real beauty” of the design work in the design process, and should not be overshadowed by excessive decoration.

Shang Huanan Zhang Jicheng Technology Information-2006 No.12