The quality of many packages does not go up, making consumers feel dissatisfied and even bored, directly affecting the sales of goods. Under the current market conditions of brutal competition, we cannot but say that it is a deterrent to businesses or manufacturers. Naturally, it also affects the economic benefits of businesses or manufacturers. This is mainly due to the fact that the basic quality and design level of the product packaging designers do not go up, leading to the quality of the packaging design. The taste of packaging design is mainly grasped by the skills of packaging design. If the skills are grasped, there will be no problem of grade up and up.
So, what aspects should the skills of mastering packaging design begin with? Here are three main points: First, the grasp of color techniques; Second, the grasp of composition techniques; Third, the grasp of cultural connotation.
First, the grasp of color skills
Color techniques should be noted from the following points: First, the relationship between color and packaging; and second, the contrast between color and color. These two points are the key to the use of color.
(a) The care of color and packaging
Then, where should we talk about the relationship between color and packaging? Mainly through the external packaging color can reveal or reflect the inner packaging items. It allows people to basically perceive or think of what the inner package is. For this question, I have mentioned it many times in the past articles, but if we can come to the store to get a look at the goods, many products do not reflect this relationship. So that consumers can not think of what to pack things from the table and inside. Of course, there is no positive sales promotion for the sales of products. The normal external packaging color should grasp this same characteristic to varying degrees;
(1) From the industry's advancement, the normal color of food is expressed in its main colors of yellow and pink to give people a sense of warmth and intimacy. Of course, many of them use green tea, and there are many beverages, green and blue, and there are a lot of reds for liquors and pastries, and a lot of rose color for children's foods. Daily cosmetics use normal colors. The main colors are mostly rosy, pink, light green, light blue, dark brown, to highlight the warm and elegant feeling, clothing and shoes and hats are mostly dark green, dark blue, brown or gray, to highlight the calm Heavy and elegant beauty.
From the aspect of performance characteristics, for foods alone, cakes and pastries use golden, *, and light* to give people the impression of scenting on people; teas, beer and other beverages use red or green types, symbolizing the richness and aroma of tea; Tomato juice and apple juice are often red, and the concentration indicates the nature of the item. Although some packages do not use the same colors as the ones mentioned in the main tone, but look closely if the design of the package is written by the self-owner's hand, then, in its outer packaging, There must be a symbolic color block, color point, color line, or focused content highlighted in that color. This should be everyone's proud job. Some clothing packaging and some cosmetic packaging, and even some wine packaging can find a lot of such examples.
(B) the contrast between color and color
Besides, the contrast between color and color. This is the easiest thing to do in many commodity packaging but it is very difficult to grasp. In the design from the master, the wound effect of the package is snow white, otherwise, is the lower Riba. In Chinese calligraphy and painting, such a saying is often popular. It is airtight and sparse. In fact, it is a kind of contrast relationship. In the packaging design, this contrast is very obvious and very common. These so-called comparisons generally have the following contrasts: the contrast between the use of colors, the contrast of the use of colors, the point-to-point ratio of the use of colors, the simplification of the use of colors, the contrast between the use of colors and the contrast of colors, and the contrast of colors. Contrast and so on.
(1) The contrast of the color used.
This is the most frequently used color in the current packaging design, and it is the most widely used. It is very common in many graphic designs (such as posters, hanging scrolls, or dressmaking classes). The so-called contrast between shades and depths should mean that the design uses two colors, shades of color, to subtly appear on one screen at the same time, resulting in a more coordinated perspective. Usually used as a large area of light-colored bottom, and on it with a dark composition, such as light * bottom, with a brown composition, or in brown color using light yellow or white pattern lines; With a light green bottom; dark green composition; pink bottom; large red composition; light gray bottom; soap black composition and so on. These are all shades of contrast in color. In this form, we can design packaging on some cosmetic packaging or on the packaging of some western wines, especially Western wine packaging. Chinese Changyu wines and Shuanghui's sausage sausages as well as Xijie's meat packaging are mostly expressed in this form. This form of packaging is also common in Japan and South Korea. Its visual effects are clear, simple, gentle, and elegant.
(2) The use of color for contrast (or contrast) is one of the important methods of reproduction. This kind of contrast is often accompanied by a deep and solemn motif on a light and elegant background, or in a heavy, solemn motif (mostly with color patches). The theme and name of the light and elegant packaging, as well as trademarks or slogans. In turn, it also uses a large area of deep dignified pigments. Another light and elegant tone or focus on a certain color block or fully decorate some patterns. In this light contrast, the general color pigments have a harmonized color contrast and a cool and warm color contrast. The methods of harmonizing color contrasts are often light green to dark green; lighter to deeper coffee; pink to reddish, and the contrast between cool and warm colors is mostly Black and white, red and blue and so on.
(3) The point-to-point ratio (or size contrast) of color use contrasts mainly in the design process of a packaging screen, using the contrast of colors from a center or a focal point to the overall screen, ie, a small range and a large range. The contrast between the pictures. In daily life, especially washing cosmetics, we can see a clean box of products on the whole area of what is not, on the middle of a very focused and then appear a very obvious small box of heavy colors (or Elliptical or small round) and then from this small box of screens, the theme of the brand and name of the contents of the package is expressed. This is a combination of point and surface, but also a contrast between large and small, and occasionally from point to point. And the gradual transition of the contrast.
(4) Contrast of simplification of color use. We can see the unity 100
Instant noodles, their bags, and the lower half of each bag of instant noodles are physical patterns, but at the top of the picture it is the entire clean and bright green red color, and then very prominent prominent "100" words, look again The cover of the 66th issue of Packaging World magazine (also known as the packaging of the book). With a large area of real photos of straw, it is very complicated and even packed into the world. However, the center of the screen shows a clean and blank space. In it, it states "We will extend the edition of the magazine in 2000" and "Welcome to the Local Post Office". It is so simple and simple, but it ingeniously puts the emphasis on the magazine's most important thoughts. I also saw a dumpling bag and a seasoning bag in the store. The whole picture was made of green and black pigments and intertwined on one screen. Also want to express the name, but also want to express the foil pattern. As a result, because of the large area of the complicated design, there is no actual meaning of the dark lining pattern, and all the above-mentioned descriptions of the main body are diluted, drowned, resulting in this kind of packaging. People's psychological depression and feeling of irritability naturally affect sales.
(5) The contrast of lust in color use is mainly to emphasize its elegance by highlighting it. This kind of vulgar expression is carried out in a disorderly and disorderly manner with colors (in fact, it is originality, and some western oil paintings are very concerned about this type of expression—modern abstract art). This kind of composition is either a symbolic discovery of the theme or a service for the theme of "Lotus."
To make it a little red in the bush. For example, on a packaging screen, it looks like a bunch of random colors or thrown on it. Then quietly side by side or in the finely articulated theme. This is a very interesting thing. In addition to packaging, even book bindings, advertisements, posters on posters, and casual columns on TV have all been tried.
(6) Contrast of contrast in color use. This contrast contrast is essentially the contrast effect formed by different pigments themselves. This contrast effect is generally expressed in the following ways: light and dark contrast (or contrast between yin and yang), like China's light map; contrast between warm and cold, such as red and blue; contrast between movement and sound, such as calm and calm background and lively jumping The contrast of the pattern text: the contrast of lightness, such as the contrast between deep pigment and light pigment.
The above comparison of these colors is entirely due to a way that a pattern needs to be represented by the contrast of different colors, but this pigment is also an indispensable object constituting the entire packaging pattern element, and some patterns are even different. Ingenious combination of pigments. Therefore, in the process of studying packaging design, if you do not pay attention to grasp the contrast between color and color, you can't talk about designing a good packaging pattern.
Second, the grasp of composition skills
Just like the grasp of color techniques, the compositional techniques are more varied, and the relationship between the two is interdependent and mutually expressive. But color is the foundation, and composition is the process and the ultimate goal. So composition is important. In the process, in addition to grasping certain skills, we must pay attention to its visual effects. The effect is the ultimate goal.
(A) grasp of the composition skills
Composition skills, in addition to contrasting skills in the use of color need to learn to master, but also need to consider several comparative relationships. Such as the composition of the thickness of the comparison techniques, the composition of the skills of the far and close comparison, the composition of the contrast of the vegetable skills, static contrast of the composition skills, composition of Chinese and Western skills contrast. Comparing ancient and modern composition techniques.
(1) Thickness comparison of composition techniques: The so-called “thickness contrast” refers to the colors used in the composition process and the style formed by the color composition pattern. In the calligraphy and painting work, we know that there is a work brush and freehand brushwork Or the brushwork and freehand brushwork appear on a single screen (like the Chinese painting master Qi Baishi's paintings of Chinese cabbage and Chinese wolfberry), and this style is often used in the packaging composition. Some contrasts between the main pattern and the foil pattern contrast with the contrast between the main pattern and the foil pattern; some are the contrast between the center pattern and the background pattern; some are rough and sweeping, and the other side is exquisitely fine and delicate; some use the wild grass calligraphy to replace the pattern. This can be seen anywhere and anytime in some alcoholic and food packaging. Such as the missed brand dumplings and Ploen shampoo shampoo is like this.
(2) Comparing the distance between the composition techniques and landscape paintings, the landscape of the landscape paintings of Chinese paintings is studied in the medium and long-range perspectives. In the design of the packaging drawings, in the design of the packaging drawings, the same principles should be used for the composition layers of several kinds of screens. The so-called near, is the most eye-catching part of a picture, also called the first visual impact, this most eye-catching is also the most important content to be expressed in the packaging pattern, such as the earliest used instant noodles packaging, the first Into the eyes of people is the Shuanghui trademark in the blank background and the large Shuanghui word (ie close shot) of the white variety in the background of the dark red box. In turn, it is the smaller one. (It should be said that the second line of sight, also called the middle view), is again the product picture (also called the third line of sight, bounded by the middle view) that expresses the contents of the package. Then there is an auxiliary corporate mascot slogan. Performance clarification, corporate logos, etc. This obvious sense of hierarchy is also called the three-step visual principle. It shows the most to be expressed at the same time as people take a look at the habit of viewing a still-still picture from top to bottom and from right to left. The theme section. As a designer, at the beginning of the creation of the painting, the production should first understand the theme of the appeal, and create an atmosphere of stardom and support for the moon. So that the image of my equipment design is like a powerful magnetic force tightly pull the sight of the camper.
(3) Contrast density of composition techniques: Slightly contrasting compositional skills,
This is very similar to the complications of the use of color, and it is also the same as the fly-white in Chinese paintings. That is, where the collection is concentrated in the pattern, it must be diffused and should not be concentrated or spread. Reflect a kind of density coordination, clear rhythm, Zhang Youxi and show emptiness. At the same time without losing the theme. Recently, I saw a lot of packaging design, the entire screen is dense, colorful, from the background pattern to the theme of the pattern is a very heavy color performance, people feel pressure and can not pass chlorine, so not only can not beautify Products do not promote boredom and lack appetite for the purpose of promoting sales. This is why we did not grasp the contrast between density and density.
(4) Contrast of static motions in framing technique seven: In a pattern, we often find this phenomenon, that is, an explosive pattern or a careless look on the background or surrounding of a name of a packaging theme. In fact, it is a series of crazy thick lines that are intentionally painted, or the ribbon-shaped English or patterns, etc., all of which show a kind of "dynamic" feeling, while the theme names are dignified and the background is light and calm. This kind of scene is the contrast between static and moving. This contrast avoids all the fancy and too static. So the visual effect feels comfortable. In line with people's normal aesthetic psychology.
(5) Chinese and Western contrasts in composition techniques. This contrast often uses the combination of Western cartoons and traditional Chinese techniques or the combination of Chinese sinology art and English in the packaging design. And on the screen, the western people's photos or a certain picture are directly displayed in a realistic manner on the packaging pattern. This form of expression is also a common reference method. This is on children's products, women's socks, and clothing. Or cosmetic packaging often appears.
(6) Comparing the modern techniques of composition: Both Chinese and modern Chinese use ancient times for present purposes. In particular, in order to embody a cultural taste, they often use the classical design, calligraphy, characters, and patterns in the design of packaging designs. On the current packaging, this is the most obvious display on the packaging of wine. For example, the liquor of the "Dream of the Red Chamber" and the liquor and food of the Taijiu Liquor and the Mid-Autumn moon cakes and the black old Peanuts are all reflected and excavated in these aspects. In addition, there are some high-end gift boxes for cosmetics and daily necessities, and their patterns and patterns are also looking for ways of grafting from classical culture. This can give people an antique, elegant and intrinsic pursuit or comfort in one aspect. Therefore, the people are very popular with consumers.
Third, grasp the cultural connotation
A good packaging design must make people feel comfortable and have a pleasing aesthetic psychological satisfaction. Therefore, several aspects of the above-mentioned design techniques are, in the final analysis, to realize people's satisfaction. In addition, the core of this satisfaction must not be less cultural. This cultural connotation is like a person's temperament and cultivation, giving people an inner charm, leaving people with endless room for an aftertaste. The packaging design of the special ham sausage of King Shuanghui Wangzhong fully embodies this feature. The main image of Wang Zhongwang's product represents a sitting lion, in addition to showing that the product is a top-grade product and can be used in the same family. King Wang Zhongwai also indicated that the Chinese nation is like a lion in the East, disdain for everything, see the world as a tiger, and no longer wait for the "sick man of East Asia." It also shows that the company's development is booming, full of hope, and it is a growing culture. content. Because this kind of packaging is very interesting. Of course, there are also many packages that only give people a colorful impression. Or just a product name, telling you what's on the line, this kind of packaging or the low level of designer, itself is not a high-level literary person, even more, this product itself is not on the grade, but also unable to Say high added value, so this package does not contain any vitality. Therefore, production, a good product packaging, or need to inject certain cultural connotations, especially on behalf of the product corporate culture connotation, or the pursuit of corporate philosophy: either there is a certain symbolic meaning, explain what a problem: either implied The point of appeal, what kind of revelation is given to people, or that represents a company's special color, special words, or represents the product is a property. If a packaging design does not have the above-mentioned, it is not a successful packaging design, so I said that in the other article, the author once again strengthened the designer's basic qualities and made it necessary for the designer to read the book. Cultivation, improve the aesthetic level, can be designed to be popular with good packaging works.
In short, the packaging design skills, in addition to the need to grasp the aspects of color, pattern and cultural connotation, require designers to learn from life, learn from the masses, learn from the market, and constantly understand and study the consumer's The needs and aspirations, the practicality of people’s lives, and the alignment of aesthetics and enjoyment of life, are the only ways that product packaging design can continuously improve to a new level, sublimate to a certain new level, and can promote products under market economy conditions. Play an important positive role in promoting.
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