Packaging Design (2)

Chapter 02 Packaging Design Concept and Design Positioning

Conceiving is the soul of design, and tactics are the expression of ideas. The actual creation and design cannot be universally fixed to formulate thinking. In the actual creation process, we learn that "into the law, law and energy." "Law" is fundamental, is the basis, and "chemical" is a breakthrough and innovation. You must be brave enough to create a set of tactics and thoughts that will make your creativity infinite. Many of the creations are from immature to mature, affirmative or negative in the process, and some modifications or additions. The final results may not be the same in the original idea, it is also a normal phenomenon. . Here, what we call tactics and ideas are some inductions and summaries in actual creation. Because only "law" can be "transformed."

First, concept and performance

Conception and performance are also issues that consider what and how to behave. To solve these two problems, it is conceived from the following two points: performance focus and performance techniques. The focus is on attacking targets and breakthroughs. The tactics are tactics and weapons. The result of poor handling in any one link is “for the sake of the mountains and the loss of merit and a loss”.

1.1 Performance Focus

The so-called emphasis refers to the point of view of the content and the visual language. The picture of packaging design is limited, which is the limitation of space. At the same time, products must be recognized by consumers within a short period of time. This is a limitation of time. Due to the limitations of time and space, we cannot achieve the complete collection of facial masks on the packaging. It means that we must focus on designing and move consumers in limited time and space.

The packaging design must deal well with the relationship between goods, consumption, and sales, which will help increase the sales of the goods.

For some large, high-profile companies, we can use trademark or brand number as the focus: products with their own characteristics or with some special functions or new product packaging can be used as the focus of the product; some pairs Users can focus on consumer-oriented merchandise packaging.... Only when the focus is on, can consumers understand the product in the shortest possible time and create a desire to purchase.

In short, regardless of how they perform, they must focus on conveying clear content and information.

1.2 performance techniques

In packaging and decoration, it is mainly necessary to find ways to express goods (contents) or some of their characteristics. Because everything must have a certain degree of particularity and have a certain correlation with other things. Therefore, if we want to represent a thing and represent an object, there are two basic methods: one is to directly express certain characteristics of the object, and the other is to indirectly express the thing by means of other things related to the object. . The former is called direct performance or direct narration. The latter is called indirect performance or representation.
1. The direct expression method can be performed in the following ways:
(1) Use color, black and white photography.
(2) Use the way of painting.
Painting can also be expressed using realistic techniques, inductive techniques, and exaggerated techniques. The method of induction is the simplification of the subject image. For the subject with more obvious physical features, it is generalized to make the main features of the subject image clearer. In terms of processing methods, the shape and color of the subject can be summarized and summarized.
Summarization is based on simplification and generalization to obtain clear and distinctive characteristics of the subject, and the exaggerated technique is based on the change to obtain the distinctiveness of the subject. The common ground of both is to make some changes to the image of the subject. Exaggeration not only has to make a choice, but also needs to be emphasized so that the subject image is unreasonable, but it is sensible and makes the expression technique rich in romantic taste. However, it should be noted that the exaggeration in the packaging and decorating should generally be lovely, lively and interesting, and it should not be used in a vilified form.
(3) The way in which the packaging box is opened can directly reveal the image, color, variety, quantity and texture of the goods to the consumers, so that consumers can psychologically feel the confidence and trust of the products. The form and location of the window can be varied and eclectic. For example, there is a box design for children's clothing that is used to open windows in the clothing where children's graphics are painted, so that information on the patterns, color textures, etc. of the clothes contained in the boxes is revealed. This not only communicates to the consumer the large size of children's clothing. Some of the information, together with the packaging, played a decorative role and became an integral part of the packaging. Another example is the "Flying Songs senior suit" packaging, gift wine packaging, wine chocolate and assorted chocolate packaging, daily necessities packaging, etc., are all very good form of window, the form of their windows are different, colorful.
(4) Transparent packaging method This is the use of transparent packaging materials (or combined with opaque packaging materials) to package the goods so that the goods can be directly displayed to consumers. The effect and function of the packaging are basically the same as those of the window packaging. For example, the packaging of stereo headphones in Japan and the packaging of “not falling chicken toys” are two examples of transparent packaging.
The above four methods of directly presenting goods can be used independently, but they can also use some auxiliary methods to serve them, which can play a role in highlighting the subject and rendering the atmosphere. However, it should be remembered that the supporting image of the main body cannot be dismissed by the host. Assisted methods generally have the following two types:
1, set off the background can make the subject get more full performance. The image played as a foil may be abstract or abstract. For example, a toy package, the use of color photography, the background of the graphics, strongly set off the goods (toys), like a group of cute little animals, are playing in the forest flowers and singing cheerfully, singing, the background The atmosphere that was dyed also made people feel that the animal toys are affectionate. Another example is the package of "Broadband Stereo Headphones". Its image as a set off is an abstract plane pattern. Because "stereo" is not directly represented visually, graphics are created through abstract planes to create a geometric shape. Expressing the meaning of "three-dimensional" and the corrugated concentric circles, it fully embodies the concept of "stereo", explains the function of the goods, sets off the subject, and beautifies and decorates the picture.
2, contrast This is a set of transformation of the set off, can be called contrast, that is, take the way from the back (such as large and small, coarse and fine, dense and sparse, thick and light, curved and straight, high and low, long With the short, soft and hard, dry and wet, flat and scattered, smooth and rough, color contrast, etc.) to make the main body in the contradictory contrast to get more intense performance. The contrasting part can be concrete or abstract. Such as "Lumei" series of cosmetics packaging, a set of light gray thin straight lines from the reverse side of the brand name "Lumei" two script characters, making it more appealing to the art of calligraphy.

2. Indirect performance Indirect performance is a relatively intrinsic performance technique, which is a more subtle expression technique. That is, the image of the product is not directly displayed on the packaging screen, and it is indirectly expressed by other things related to the product (such as a raw material used in the product, a production process characteristic, a use object, a use mode, or a function of the product). commodity. Indirect performance also has several ways:
(1) Joint idea:
That is, by using certain images to guide the consumer's understanding to focus in a certain direction, the association created by the consumer's own mind complements what is not directly explained on the packaging screen.
For example, in our country’s dramatic art, when an actor is performing, no real horse can appear on the stage. Through the dance movements of a paddle and a whip in the hands of the actor, the audience feels the scene of boating and horse racing. This is Lenovo’s The use of.
The media images supported by the joint idea can be either concrete or abstract. They can all lead to certain associations: from the figurative flowers to the happiness, from the deciduous to the autumn, and from the flowing water to the passing of time. The horizontal line of abstraction is associated with the unblemished sea, the red is associated with blood, and the green is associated with the grasslands and forests. For example, the e-Jiao packaging produced by Jiangxi Zhangshu Pharmaceutical Co., Ltd. uses the traditional expression of traditional Chinese paintings to draw a picture of Zhang Guo riding a donkey. It reminds us that donkey-hide gelatin is made of donkey skin and Zhang Guo is always The immortal, thus playing a role in conveying the efficacy of goods to consumers. The packaging of the "broadband stereo headphones" that we mentioned before, as the background of the set off effects - the abstract geometry, is also the use of indirect methods to enable consumers to produce "stereo" associations. This is the use of associations. The indirect performance technique conveys to consumers examples that it is difficult to express ideas directly through visual images. Some packaging can be used to display the image of a product directly on the screen, but in order to pursue distinctive new appearances (that is, innovation), indirect performance is used to create associations. For example, the packaging of the “Peony MD35A Camera” adopts an abstract flat graphic, which gives people the idea of ​​a camera-camera shutter-camera concept. The picture is concise, the concept is ingenious, and it has a strong modern atmosphere. Its properties, compared with similar products packaging and decorating, have obvious self-characteristics, are different, and highlight differences.
It is also one of the indirect expression methods to use text to decorate the picture. However, it must be based on a relatively high level of recognition. For example, in China's "Langjiu" packaging, the screen highlights a "Lang" word, and people can realize the full value of Langjiu, one of the country's top ten wines.