It can be said that human design activities began with the ancestors learning to make tools. The history of packaging design is also relatively long and has gradually evolved since human beings have had goods circulated.
Commodity packaging design has a dual nature, that is, artistic and merchandise. From the point of view of sales packaging design, the artistry is affiliated with the commercial nature. The close combination of the two is a perfect sales packaging design. Compared with other designs, the packaging design expression language has certain commonalities, and there are also certain differences. Packaging design is also a kind of visual communication design. However, due to the different ways, contents, and media of cultural communication, it also has its own expressive features.
Visual tension of packaging design
Packaging design and graphics are an effective way to transfer information quickly. In a fast-paced life, the packaged graphics are undoubtedly the most vivid and intuitive form of visualization. The purpose of modern packaging graphic design is to create a vivid and powerful artistic image that can rapidly transmit information, and strive to grab people’s sight in an instant with striking and novel graphics, and make them perceive the information that the graphics convey. Whether it can effectively achieve this goal, the author believes that, to a large extent, society depends on the tension of graphic design.
The tension mentioned here mainly means that the graphic presents a kind of “expanding powerâ€, and this kind of power can have a strong visual shock to the recipient, and then cause the recipient’s attention, interest and even emotional resonance, thus creating a desire to purchase. In terms of the visual tension of packaging graphics, some are reflected in the exaggeration and distortion of society, and they are expressed in peculiar forms; some are the summarizing of the expression language of visual communication design, expressed in simple and simple manifestations, and others are adopted. Strengthen the sense of movement in form. Relatively speaking, exaggerated and deformed strange figures are more expressive than plain and unconventional; simple and simple figures are more expressive than complicated figures; dynamic pictures are more expressive than still pictures.
About the peculiar, exaggerated, deformed graphics and visual tension of packaging design, excellent packaging design has a representative description. For example, in the packaging of WELLDONE chips, an abstract, sloping fries on the screen symbolizes product characteristics and is a food that contributes to healthy growth and development. This characteristic and exaggerated graphic design reflects the creation of a new and unexpected image that is inconsistent with nature. Many of the changes in the packaging design graphics allow designers to acquire ideas in materials derived from life. The search for the connection between this and other things is achieved through constant search, constant discovery, constant transcendence, and continuous breakthrough.
Modern packaging graphic design is a form of expressive force. The tension of graphics is reflected by the expressive power released by the product. This kind of expression is embodied in both graphical forms and in the meaning of extraordinary, intrinsic meanings. It is a form of expressive force that expresses the interaction between the surface and the inside. The manifestation, in other words, the tension of the packaging graphic design is mainly to highlight its characteristics from both visual and psychological aspects.
The commercial nature of packaging graphic design
In addition to graphic design capabilities, packaging designers should also have more comprehensive modeling and design capabilities. In addition, you must master knowledge of economics, commodity circulation, and consumer psychology. In a word, it is to learn business. People who lack business awareness can be said to be not a good packaging designer.
To make a product graphic package design enhance its merchandise, the key is that the designer must go out of the design room, go out of the closed space, and do extensive investigation and research in the society. To understand commodity market conditions, to the majority of consumers to understand their "happiness", "anger", "mourning", "music." As a designer, he always has his own expertise and personality, especially in color, tending to reconcile with elegant colors, especially appreciate black and gray tones, and strives for novelty in composition. These specialties and personalities must be well-integrated with product characteristics in order to bring out their professional advantages. If the application of advanced cosmetics packaging design techniques to children's toy packaging design, although the effect is very high, but how do children appreciate it? The author believes that in daily necessities, the design of color graphics can consider the use of the above-mentioned best-selling colors, and should also design some other graphics and color products to satisfy different levels of consumer groups. If the red light beam is the longest, it can attract people's eyes. Chinese people like red celebrations and ji-styles, because they represent the best wishes and can be used in daily necessities.
Graphic design is also the key to composing merchandise. Many products will only change the packaging graphics when the nature of the content remains unchanged. Such as the series of cosmetics packaging design, in fact, the commercial nature of what is said here is mainly how to find the most appropriate selling point in product packaging design. For designers, it is the positioning of product design. Whether the design orientation is correct or not will directly affect the sales volume of products, and the more popular the products, the stronger the commercial nature of the products.
To reflect the best product quality, you should also be familiar with and understand product manufacturing technology and packaging, printing tools. Without the combination of manufacturing technology and printing tools, blindly engaging in packaging design is often on paper. There are a lot of design manuscripts that have poor practicality, good design surface effects, and they are counterproductive when applied to products, which in turn reduces the product's quality. Designers should have a comprehensive and detailed understanding of printing tools and printing materials in order to better integrate packaging design with modern manufacturing technologies, and to make package design more fully integrated with modern printing plate making technologies to make packaging designs more perfect. More practical and more commercial.
The psychological strategy of packaging graphic design
Packaging graphic design is based on visual psychology and is triggered by the visual trigger of psychological factors. The excellent packaging design not only has a strong visual factor, but also has a corresponding psychological factor. When the visual of the graph mobilizes the inner impulse and emotional world of the recipient and shocks and agitates the human emotion and mind, it also creates a psychological expansion and thus a desire to purchase.
The strong visual impact of packaged graphic design, and the visual excitement generated by human sensations, are prerequisites for the rapid transfer of graphics. The unique and novel forms of graphics, the simple and expressive language of expression, the pattern of movement change, and the vivid artistic techniques are the means to achieve this goal. For example, in the packaging of coffee beverages, in the background of the hot chocolate drink in the upper left corner of the screen, the scenery of the fields is reminiscent of the people, and it seems that they are enjoying the natural beauty and the strong aroma of chocolate. Added reliance on products. The figure is flipped down with a pen and infects people with a regular, orderly, highly condensed artistic image. The strokes of the image penetrating the entire side of the coffee beverage package. This graphic language full of passion and momentum reflects the psychological resonance that the graphic design brings to people. From the perspective of psychology, the more the graphic with the overall image becomes more meaningful to people, the more artistic and attractive it is, and the easier it is for people to perceive it. Psychology believes that people's behavior is triggered by their innermost feelings. Due to the influence of various factors, its psychological motivation is in constant development and change. Some people's behavioral motives are often not out of reason but out of emotions. For example, packaging graphic design can induce the feelings of the recipient, rather than boring intelligence, that is, a successful design.
To carry out packaging design must be good at using some psychological strategies, and these psychological strategies are based on the principles of psychology. It is worth mentioning that there is an obvious common feature in the graphic design of packaging and psychological factors. This is the emotional factor. Whether it is creativity or imagination, there is always the role of emotion. There is a main line of how to fully mobilize the emotional activities of buyers. Pay attention to the communication and interaction between the graphic and the recipient, and mobilize the recipient's sense of participation. Through communication and interaction, the designer's intention and the recipient's participation are coordinated, making the graphic an emotional and life-rich information carrier. In short, the packaging graphics convey information and convey ideas and emotions. Its psychological factors make modern packaging design more perfect ideas.
The visual tension of package design, the commercial nature of package graphic design, package graphic design and psychological factors are inseparable unity of interdependence. Modern packaging design focuses on the interaction between vision and psychology. It pays attention to the “external†and “inner†strength and depth of graphics, pays attention to the recipient’s attention and interest in packaging graphics, and pays attention to strengthen the performance of visual tension and psychological factors. Strength. Therefore, in order to make products sell well, not only must have superb packaging design skills, but also to make the product's merchandise to achieve the best state, so that buyers have a strong desire to buy.
Source: China Packaging News