packaging design-the text design of packaging decoration is just like advertising design. Sometimes packaging design can be without graphics, but it can't be without words. Words are an essential element to convey the residence of packaging design. Many good packaging designs pay great attention to the text design, and even deal with the decoration picture completely with text changes.

The text content of packaging and decoration mainly includes the following aspects:

Basic text: packaging brand, product name and manufacturer name. Generally, it is arranged on the main display surface of the dish, and the name of the production enterprise can also be arranged on the side or back. Brand name fonts are generally standardized, which is helpful to establish product image. Names and words can be decorated and changed.

data text: data text includes product composition, capacity, model, specifications, etc. Layout parts are mostly on the side, back and front of the package. The design should use printed fonts.

description: explain the purpose, usage, maintenance and precautions of the product. The content of the text should be concise and the font should be printed. Generally, it is not arranged on the front of the package.

advertising text: this is a promotional text to publicize the characteristics of the content. The content should be honest, concise, vivid, deceptive and bothersome, and its layout is changeable. However, the advertising text is not necessary.

1. Packaging Font Design

Chinese calligraphy font has good expressive force, embodies different personality characteristics and is a vivid language in packaging and decoration design.

Printed fonts are clear and easy to argue, and they are more widely used in packaging. Chinese character printing is mainly used in packaging, such as old song style, black body, comprehensive body and round black body. Different typography has different styles, which plays a very good role in expressing different commodity characteristics.

Decorative fonts are the most widely used in packaging and decoration design. There are various forms of decorative body, and its changes mainly include shape change, stroke change, structure change, image change and so on. Effective choices should be made for different commodity contents.

In the selection of fonts in packaging design, we should generally pay attention to the following points:

Font alignment should reflect the attribute characteristics of the contents.

The font application has good recognition and readability, especially the use of calligraphy style. In order to avoid the general consumers' incomprehension, we should make adjustments and improvements to make it popular with the public without losing its artistic taste.

Pay attention to the same font style for the same name and content.

in addition to the Chinese characters in packaging design, the packaging of export commodities or the design of packaging characters for internal and external sales will inevitably involve the use of foreign characters. Among them, Latin characters are most involved in packaging. This kind of writing is characterized by word formation with letters. Twenty-six letters can be divided into uppercase and lowercase letters.

second, the layout design of packaging characters

in addition to font design, the layout of packaging characters is another important factor to form the packaging image. Arrangement processing should pay attention not only to the relationship between words, but also to the relationship between lines and groups. The text arrangement on the package is considered as a whole in different directions, positions and sizes. Therefore, it can produce richer changes in form than ordinary book binding and advertising text arrangement.

In addition to the adjustment of thickness, kerning and area, there should be obvious differences between line spacing and kerning. A more standard text arrangement is generally that the line spacing is four-thirds of the word height, and the relationship between words with decorative changes can be flexible.

the basic requirement of packaging text layout design is to grasp the layout focus from the whole according to the attributes of the contents and the primary and secondary of the text itself. The so-called focus does not necessarily refer to a certain part, but can also be a trend or feature of arranging the overall image.

as far as the change of arrangement form is concerned, it can be varied and there is no certain pattern, but it can be divided into the following common types with reference to Chapter II: horizontal arrangement, vertical arrangement, circular arrangement, conformal arrangement, stepped arrangement, staggered arrangement, grass arrangement, centralized arrangement, corresponding arrangement, repetitive arrangement, pictographic arrangement and axial arrangement. In addition to being used alone, various forms can also be used in combination with each other, and more forms of arrangement can be evolved in actual arrangement.