1. Research on the application of sensory information in modern packaging design

2. Application and inheritance of culture in packaging design

3. On the packaging design of online products in e-commerce

4. Sheikh's "six methods" and packaging design

5. Limitations and development of packaging design in China

6. Packaging design of wine

Requirements of carton packaging design

11. Looking at packaging design from the perspective of creative industry

11. On localized packaging design

Packaging is a comprehensive reflection of brand concept, product characteristics and consumer psychology, which directly affects consumers' desire to buy. We are convinced that packaging is a powerful means to establish the affinity between products and consumers

Today, with economic globalization, packaging and commodities have been integrated. As a means to realize commodity value and use value, packaging plays an extremely important role in the fields of production, circulation, sales and consumption, and is an important topic that enterprises and designers have to pay attention to. The function of packaging is to protect commodities, convey commodity information, facilitate use, facilitate transportation, promote sales and increase added value of products. Packaging, as a comprehensive subject, has the duality of combining commodity and art. Successful packaging design must have the following five points:

shelf impression

readability

appearance pattern

brand impression

description of functional features

(source: Kangyong Shengshi)

Packaging design refers to the container structure modeling and packaging beautification and decoration design for packaged goods by using appropriate packaging materials and ingenious technological means. From this, we can see the three elements of packaging design.

form factor

form factor is the appearance of the product packaging display surface, including the size, size and shape of the display surface. There are three forms we see in our daily life, namely, natural form, artificial form and accidental form. However, when we study the form composition of products, we must find a form that is suitable for any nature, that is, to extract the regular things that are the same as * * *, which is called abstract form.

as we know, the form composition is the form factor, or it is called the form factor, that is, all kinds of ever-changing forms formed by certain methods and rules. Form is composed of points, lines, surfaces and bodies. The packaging forms mainly include: cylinder, cuboid, cone and various forms, and the combination of related forms. The novelty of packaging forms formed by different cutting plays a very important role in the visual guidance of consumers, and the unique visual forms can leave a deep impression on consumers. Packaging designers must be familiar with the characteristics and expressions of the form elements themselves, and use them as materials to express the beauty of form.

when we consider the shape elements of packaging design, we must also understand it from the perspective of the law of formal beauty. According to the principle of formal beauty of packaging design and the characteristics of products' own functions, various factors are organically and naturally combined to obtain a perfect and unified design image.

The principle of formal beauty of packaging shape elements is mainly considered from the following eight aspects:

Symmetry and balance

Stability and lightness

Contrast and harmony

Repetition and echo

Rhythm and prosody

Comparison and association

Proportion and scale

Unity and change

Composition elements

. The combination of these four aspects constitutes the overall effect of packaging and decoration. The application of trademark, figure, text and color, the composition elements of commodity design, is correct, appropriate and beautiful, which can be called excellent design works.

1. Trademark design

A trademark is a symbol and a symbolic image of enterprises, institutions, commodities and facilities. Trademark is a kind of related arts and crafts, which involves politics, economic legal system, art and other fields. The characteristics of a trademark are determined by its function and form. It needs to express the rich communication content in a simpler and more general form in a relatively small space, and at the same time, it needs observers to understand its internal meaning in a short time. Trademarks can generally be divided into three forms: word mark, graphic trademarks and trademarks combining words with pictures. A successful trademark design should be the product of the organic combination of creative expression. Creativity is the synthesis, analysis, induction and generalization of a certain idea according to the design requirements. Through philosophical thinking, it turns abstraction into image and gradually transforms the design concept from abstract appraisal performance into concrete image design.

2. Graphic design

The graphics of packaging and decoration mainly refer to the product image and other auxiliary decorative images. As the language of design, graphics is to show the internal and external components of the image and convey the information to consumers in the form of visual image. To achieve this goal, the positioning accuracy of graphic design is very critical. The process of positioning is the process of getting familiar with all the contents of products, including the nature of goods, the meaning of trademarks, product names and the status quo of similar products, and many other factors should be familiar with and studied.

graphics can be divided into physical graphics and decorative graphics.

Physical graphics:

It is expressed by painting techniques, photography, etc. Painting is the main form of packaging decoration design, drawing pictures according to the needs of the overall packaging concept to serve the goods. Compared with photography, it has the characteristics of freedom of choice, refinement and generalization. The painting technique is intuitive and interesting, and it is a means to publicize, beautify and sell goods. However, the commercial nature of commodity packaging determines that the design should highlight the real image of commodities and give consumers an intuitive image. Therefore, it is the best way to express the real and intuitive visual image with photography.

Decorative graphics:

There are two expressive methods: figurative and abstract. Figurative figures, landscapes, animal or plant patterns as symbolic graphics of packaging can be used to express the contents and attributes of packaging. Abstract techniques are mostly used for freehand brushwork, and abstract geometric patterns, color blocks or texture effects of points, lines and surfaces are used to form a picture, which is concise, eye-catching and has a sense of form, and is also the main expression technique of packaging and decoration. Usually, concrete form and abstract expression are not isolated in packaging and decoration design, but combined with each other.

The dialectical unity of content and form is a universal law in graphic design. In the design process, according to the needs of graphic content, it is the basic requirement of packaging designers to choose the corresponding graphic expression techniques, so that graphic design can achieve the unity of form and content, and create applicable, economical and beautiful decorative design works that reflect the spirit of the times and national features.

3. color design

color design plays an important role in packaging design. Color is an important factor to beautify and highlight products. The application of packaging color is closely related to the conception and composition of screen design. Packaging color requires planarization and homogenization, which is highly summarized by color filtering and refining. Based on people's association and color habits, it is a means of packaging art to exaggerate and change color. At the same time, the color of packaging must also be controlled and restricted by technology, materials, use and sales area.

The color requirements in packaging and decoration design are eye-catching, with strong contrast and strong attraction and competitiveness, so as to arouse consumers' desire to buy and promote sales. For example, food and bright and rich colors, mainly warm colors, highlight the freshness, nutrition and taste of food; Medicine and pure cold and warm colors; Soft midtones are commonly used in cosmetics; Hardware, mechanical tools commonly use blue, black and other calm color blocks to show the characteristics of solidity, precision and durability; Children's toys commonly use bright and dazzling solid colors and various color blocks with strong contrast between cold and warm to meet children's psychology and hobbies; Sporting goods mostly use bright and loud color blocks to increase the feeling of activity and movement ... Different goods have different characteristics and attributes. Designers should study consumers' habits and hobbies, as well as the changing trend of popular colors at home and abroad, so as to continuously enhance the awareness of sociology and consumer psychology of colors.

4. Text design

Text is a symbol to convey ideas, exchange feelings and information, and express a certain theme. The brand, product name, description, advertising text, manufacturer, company or distribution unit on commodity packaging reflect the essential content of packaging. When designing packaging, these words must be considered as a part of the overall design of packaging.

The main points of text design in packaging and decoration design are:

The text content is concise, true, vivid, easy to read and remember;

Font design should reflect the characteristics, nature and uniqueness of commodities, and have good recognition and aesthetic functions;

the arrangement of characters and the overall design style of packaging should be harmonious.

material elements

material elements are the texture and texture of the surface of the materials used in commodity packaging. It often affects the visual effect of commodity packaging. The best effect of commodity packaging can be achieved by using the surface changes or surface shapes of different materials. Packaging materials, whether paper, plastic, glass, metal, ceramic, bamboo and other composite materials, have different texture and texture effects. Using different materials and properly combining them can give consumers different feelings such as novelty, coldness or luxury. Material element is an important part of packaging design, which is directly related to the overall function and economic cost of packaging, production and processing methods, recycling and treatment of packaging waste and many other issues.

Application of color in packaging design

In modern society, people have to deal with commodities almost all the time. Pursuing fashion and experiencing consumption has become a kind of culture, which includes all aspects of human life, such as clothing, food, use, transportation and appreciation, reflecting people's increasingly strong pursuit of high-quality life. When we step into the market and supermarket, all kinds of dazzling goods are displayed in front of us with beautiful shapes and bright colors. Against the colorful colors, it seems to be vying for dialogue and communication with us. When we have no time to examine and carefully enjoy those products with unique shapes and wonderful colors, we are more likely to be attracted by those packages with strong colors. This is the role of color, because color has a strong visual sense and expressive force in modern commodity packaging.

Through long-term life experience, people have consciously or unconsciously formed the ability to judge and feel things according to colors. No, no, no color gives people a visual and psychological feeling. It will not only enhance consumers' aesthetic pleasure, but also stimulate consumers' judgment and self-confidence, enrich their imagination, cultivate customers' busy minds, and really make us feel the value and strength of packaging design color.

as we all know, people's sight can observe the beginning and color of the object and recognize the objective existence with the help of light. If there is no light, people's visual activities will disappear, and of course there will be no color. The absorption and reflection of light by objects are different, so different colors are produced. Among all objects, black objects can absorb seven colors of light, while white objects reflect all seven colors of light. It is for this reason that black and white lose their color appearance compared with other colors and form their own unique achromatic color properties.

This article talks about color from the perspective of packaging design, not the so-called physics knowledge such as optics, electromagnetic waves and wavelengths, but the research on the hue, lightness, purity and color psychology of color based on the theory of design chromatics. In the sea of commodities, packaging design is constantly changing techniques, innovating forms, shaping individual characteristics, and paying special attention to the attributes and application of colors. The attribute of color is not invariable, and the changes among the elements provide rich space for the contrast and harmonious application of design colors.

in many commodity packaging designs, all of them can attract consumers' attention most quickly, conspicuously and pleasing to the eye. Rich colors convey different tastes, showing different quality styles and decorative charm. The pursuit of design language is purely what designers are striving for. They are trying to get rid of the noisy, complicated and colorful methods in design fashion with a more rational and unique perspective. Actively seek the rationality and simplicity of color design. For example, Gin of Japan designed by Japanese designer Fujita Ryong makes full use of achromatic color's attributes, and through the design arrangement of golden characters on transparent body containers, the design is remarkable under the action of light and shadow. The design is highly concentrated and summarized, which pushes the design to the extreme, like a bright pearl among many commodities, which shines brilliantly. The selection and combination of colors is very important in packaging design, which is often the key to determine the quality of packaging design. Pursuing the harmony, refinement and simplicity of packaging colors is essentially to avoid the cumbersome use of too many colors on packaging. Colorful splendor may not be attractive, but it may give people a flashy impression and make people feel dazzling. Proper use of simple color language can better reflect the designer's ability to control color and maximize the potential of color. Under the influence of minimalism, getting rid of the bondage of traditional colors, combining with modern packaging design theory and the requirements of commodity attributes, adopting gold, silver, black, white and gray in achromatic color to design packaging will show the eternal beauty of commodities. The special nature of achromatic color series provides a stage for the packaging design of many commodities to display their charm. For example, the packaging designed by Genese Asibi for "South African Vodka" wine has nothing to say about the container shape itself. The designer boldly chose five colors to reveal a strong metallic texture, and placed a white shield label in the center of the graphic against other achromatic color, which more intensively strengthened the information characteristics of the product, making the whole product look solemn, elegant and superior in quality.

The use of metallic colors in the design helps to enhance the light and shadow effect, and can enrich the changes of space and level. Because gold and silver have strong reflective ability and keen characteristics, they show different color effects under different angles and different light and shadow effects. Proper use will enhance the brilliance, advanced and mystery of goods. Its keen light and shadow changes can reflect the gorgeous, precious and active impression of commodity packaging. Simply refining and applying achromatic color will help to strengthen the characteristics of commodities, improve the quality and grade of commodities, and enhance the sense of the times and personality charm of commodities.

Colored lines have their own distinct appearance attributes, while gold, silver, black, white and gray in achromatic color lines also have certain color meanings. In fact, achromatic color has already formed its own complete color nature in people's psychology, and it has been accepted by people at once, which is called the eternal popular color. When black, white and gray are examined separately, black symbolizes silence, which means evil and ominous, and is considered as a negative color. The white emotion of fixing evil is neither calm nor irritating. It is generally considered as a symbol of quietness, purity and purity. When black and white are mixed, it also produces gray, which is neutral and lacks independent color characteristics. Therefore, gray is monotonous and dull, unlike black and white, which emphasizes light and shade. However, if it contains evil color tendency, it will give people a sense of implication, softness, advanced and exquisiteness, which is intriguing. Of course, in many packaging designs with achromatic color as the main body, there are often some colors with high purity. On the one hand, their presentation has a certain contrast effect with achromatic color, on the other hand, it is to set off the main color. five