The Communication Function of the Art Design Basic Course in the Teaching of Packaging, Decoration and Design

Abstract: The most fundamental purpose of packaging and decorating is sales, sales are achieved through the transmission of information, and the basis of art design is one of the important means of information transmission. The basic art curriculum design course for packaging and decoration design is to enable students to have artistic means to convey information. The basic arts and design courses can provide students with many ideas and a large amount of image information, and they can play a role in inspiring creative thinking, developing judgment skills, and developing performance skills.

Keywords: basic art design course; packaging and decoration design teaching; communication function

The basis of art design is a required course of design, especially in the packaging and decoration design has an important position. The basis of art design (design sketches and three major components) can provide many ideas and a large amount of image information for the design of packaging and decoration, so that the design thinking can be carried out in many aspects. Basic education for students in the art design can play a role in inspiring creative thinking (conception), cultivating judgment ability (feeling), and developing performance skills (techniques). It is an important way for students to improve their comprehensive ability and design quality. Modern society needs a large number of modern designers who have both artistic cultivation and applied technical knowledge. Therefore, we should establish a modern design education system that integrates art and technology, and combine practical skills training, flexible compositional ability development, and industrial production requirements to create a new “art+technology”. Design style to achieve the ultimate goal of design - sales. The art design foundation focuses on solving the problem of using information in the form of beauty and beauty to achieve information transmission and maximize its role in packaging and decoration design.

First, the connection between packaging and decoration and the basis of art and design

As a multi-disciplinary integrated art, packaging and decoration design has rich research content and a wide range. These include marketing and communications, packaging materials, packaging and printing, and artistic design. The fundamental purpose of packaging and decorating is to sell. The most basic function is to protect the product. The packaging of the product has become an important part of the product, it is related to the production, circulation, and consumption of all aspects. According to US expert analysis, 75% of all items purchased by consumers are packaged. Packaging is one of the important means to increase the value of goods. Good packaging design can not only protect, promote, and beautify goods, but also promote the sale of goods and enhance the competitiveness of goods. Merchants rely on packaging and decoration to attract consumers and stimulate their desire to buy. Packaging became a "silent salesman." According to Western research on purchase behaviors, about 60% of people are exposed to the stimulus of packaging and decoration to make sudden purchases. This shows that packaging and decorating is the most effective promotion. A product package that succeeds in sales must have the effect of attracting customers' attention within one second and accurately transmitting information. Sales is achieved through the communication of information to achieve the intended goal, and the basis of art design is one of the important means to solve the problem of how to accurately communicate information.

The information transmission must be accurate and effective, relying mainly on artistic and cultural means. The basic education of art and design in packaging and decoration design is to enable students to have an artistic means for effectively communicating information. Through learning, they can learn how to improve aesthetic awareness and performance in accordance with the form, laws, and rules of beauty in order to develop ideas and enhance Innovate awareness and improve innovation. This plays a crucial role in the final realization of product sales.

Second, the communication function of the basic art design course

(I) The communication function of design drawings in packaging and decoration

Sketching is a kind of monochrome painting method, which mainly expresses the structure, light and shade, volume, and space of objects. It can cultivate students' ability to observe things, analyze things, and diversify their performance. It can cultivate their good feelings and keen observation of things such as form, proportion, black and white light and shade, and volume. It is one of the quickest and most direct training methods to improve student's modeling ability. Diversified styling ability is also a necessary condition for the development of artistic expression. The teaching of art and design professional sketches can only achieve practical results by first considering the specialty of the profession and combining it with other professional training. The art design itself rarely uses realistic depictions. Even if there are, it can be obtained through other methods such as copying, photographing, and cutting. Although the use of pure art sometimes completes some of the elements of the design concept, it is unscientific to guide the basic training of the design profession with the concept of pure artistic painting sketch. The difference between them is that the depiction of realistic objects in drawing professional sketches is an important content. It is from the perspective of pure art. However, artistic design is different. It pays more attention to the exploration of the language itself in terms of its practicality and practice. Sex is the starting point. Design sketch teaching is to train students' design thinking ability and performance skills. Having a certain degree of design thinking is an essential quality for art design students. The design language with a strong decor design is based on this design. We should add the contents of the abstract modeling ability to the sketch design of the packaging and decoration design professional, so that the design students have a deeper understanding and understanding of the abstract and abstract concepts, and look for abstract rules from the figurative, from the figurative Discover abstraction, identify the law of nature through nature, and discover the abstract forms of hints from some of the smallest structural unit elements. The students' imagination should be deeply inspired, and the unfamiliar elements of familiar objects should be excavated and strengthened. The design sketch teaching pays more attention to the observation and thinking process, cultivates the aesthetic vision that meets the needs of modern packaging and decorating design, explores the nature of objective objects from the theoretical and practical aspects, and on this basis leads to creative image thinking and processing techniques. Packaging and decorating design is usually in the practical and consumer fields, in accordance with the aesthetic laws to create a space directly related to the survival of mankind, in order to meet the physiological and psychological needs of humans. The designer's practice activity is first faced with the problem of creation. Therefore, as the first step in the packaging design, the design sketch as the basis of the art design plays a crucial role.

(b) The communication function of the three major components in the packaging and decoration

Composition art is the basic theory of modern design art. The meaning of composition, that is, combination, refers to the combination of modeling elements into a beautiful shape according to certain formal beauty principles. Composition is an intrinsic form of art that restores complex visual surface phenomena to the most basic elements, and then combines new elements, that is, uses the changing nature of elements to change the original specific structural relationships. Create new combinatorial systems with creative results. The elements of packaging design can be roughly classified into two aspects.

(1) Plane composition. Refers to the design of visual communication elements of packaging, including the color design of packaging and decoration, the text design of packaging and decoration, and the illustration design of packaging and decoration.

The plane structure mainly solves the modeling problems of two dimensions of length and width. To learn the composition of the plane, it is necessary to grasp the elements, points, lines, faces, and constituent elements of the basic form, and recombine the elements such as size, direction, light and shade, symmetry, balance, repetition, contrast, specificity, and exaggeration. It is a composition of visual images. It mainly studies how to create images in graphic design, how to deal with the relationship between images and images, how to grasp the formal rules of beauty, and form the required graphics according to the rules of beauty to cultivate packaging. The aesthetic ability of the decorator's designers and their ability to create "abstract forms" and compositions. This kind of plane combination ability training is of great help in solving the problem of performance in design.

Color composition refers to the recombination of two or more colors in accordance with certain principles to form a new color relationship of beauty. The most important function of color is to influence people's perceptions, thoughts, feelings and actions, that is, to influence people's psychological activities. This is also the function of color composition. It is a method that uses the principle of color to arrange, connect, combine, and superimpose various pieces of disordered colors, and uses the three major elements of color to compose the color contrast and harmony of brightness, hue and purity. form. In addition, the colors represent different colors and emotions. Red represents enthusiasm, joy, and joy, while green symbolizes life, hope, and equality; warm tones give people a warm feeling, cold tones give people a cold feeling, and bright colors give people a feeling of lightness. The low-graded tone gives a deep feeling. Color composition training plays an important visual communication role in packaging design. Good color communication will give people visual harmony and comfort as well as psychological pleasure. It is unforgettable. For packaging and decorating design, color language that meets people's visual and psychological needs is an important means of communication. Raising the awareness of packaging designers on color knowledge and the ability to reasonably use color combinations and colors based on different products and different target consumers is also an important aspect that can not be ignored in packaging and decorating design. It is an important performance factor that influences the success of packaging design, has a strong visual impact, and also directly causes people to have emotional changes, which indirectly affects people's judgment on packaging. A package should have good visual characteristics. Through the deployment and application of colors, it will attract people's attention and make people feel happy. Such packaging will be a successful "salesman" whether it is in shopping malls or other promotional media. Therefore, the application of color characteristics and scientific color theory to guide students' packaging design is a key point in the teaching of packaging and decoration design. The color of the package is to better attract people's attention. The existence of the package color is based on the graphic color and the background color. When multiple colors are arranged together, they will affect each other and even cause illusions. This is related to the attributes of color and the form of color and their colors. The occupied area and space have a certain relationship. Firmly grasping the plane composition in the foundation of art design is the key to rationally conveying packaging and decorating design.

(2) Three-dimensional structure. Refers to the packaging of the main form, shape design, which includes the packaging container design, packaging structure design and packaging material selection and so on.

The basic techniques of graphic design - the use of colors and patterns, the sense of balance and proportion, the choice of materials and decor, etc. will be embodied in the packaging design. However, the packaging design is three-dimensional and can be applied to various packaging boxes, metal cylinders, glass bottles, and flat surfaces. Therefore, it also requires other specific skills. Such as: in the glass and metal plane and curved surface or elastic surface pattern; learn to master the texture of plastic, paper and metal plates and other materials to obtain good design effects.

The three-dimensional composition teaching dominated by the three-dimensional modeling creation training adopts a combination of image thinking and logical thinking. It analyzes the essence of things and explores the material, craftsmanship, and modeling possibilities of simple functions. It focuses on cultivating students’ three-dimensional feelings. Performance ability. Grasping some of the principles of three-dimensional structure will greatly help future packaging and decorating design work. The advertisements displayed on the sales site (ie, POP advertisements) adopt three-dimensional modeling, and the use of materials and processes is also constantly improving. Another example is the design of 3D software in computer design, which integrates solid modeling, static coloring and animation production, and popularizes three-dimensional modeling technology. With the help of the three-dimensional basic training, students can express rich three-dimensional modeling effects more freely. The packaging design and the visual communication design can make the entire package vivid, with strong attraction and vitality. In addition to meeting the basic functions that must be possessed by the packaging, the packaging form with unique personality will reflect the characteristics of the product itself and the company's culture and business philosophy. The three-dimensional structure is the basis of artistic design, and its artistic communication in packaging and decorating cannot be ignored.

To sum up, in the packaging and decoration design, we should fully understand the importance of the basis of art design, and try to put new knowledge and knowledge.