Packaging design is a comprehensive design profession. It has a close relationship with technology and the market. Some factors of packaging design will directly affect the designer's design method. Therefore, in the process of packaging design, it is necessary to deeply discuss and study the elements of packaging design. Designers in the packaging design, first of all understand the design of the object, that is, set the packaging, understand the status of the product, select the packaging form. Then investigate and analyze consumer groups, market positioning and prices, and differences with similar products. Only packaging design and selected packaging materials can be carried out before proceeding with packaging and decorating design (flat design of packaging). Now mainly to study some elements of the graphic design of packaging and decoration. Such as the brand and name (trademark), the layout of information content, graphics (hand-painted, photography, decoration, text), color use, surface texture and special effects for some discussion.
Brand name highlights packaging design
Brands and brand names (trademarks) are the soul of packaging and are the key elements in conveying product information. How to enable consumers to recognize the attributes of goods at a glance and to buy products according to their own needs, how to distinguish them from similar products, establish their own specific product personality, and how to give consumers the trust in product quality Sense and sense of security; how to make it culturally conspicuous, increase the memory of consumer branding; how to beautify the goods, increase the value-added role of the goods; how to facilitate the circulation of goods and enhance the brand image of the goods. These issues are the joint research of designers and commissioned entrepreneurs. Through in-depth communication and reaching a certain consensus, it is easy for designers to create.
The design of the brand and the product name is very important in the packaging design, judging the success of a product packaging design, and communicating the key element of product information - the effect of the "brand and product name" design. Without focusing on the creative design of the brand and the product name, the packaging does not show its uniqueness. Without the packaging of the brand and the product name, the product cannot be sold and circulated. Therefore, it is not only a sign, a symbol, but also a combination of color, text combination, symbolism, expression, style performance, etc., to consider.
The brand and name (trademark) should be reflected in the design:
1 must have attributes:
That is, it must be closely related to the nature of commodities and clearly indicate what kind of products they belong to, such as food, cosmetics, medicine, hardware, textiles, household appliances, etc., or from consumers, children, women, youth, and the elderly.
2 Be cultural:
In the design, we integrate national culture, regional culture, corporate culture and connotation, and the connection and evolution of the times.
3 Must be artistic:
The graphic, color, and shape performances must have artistic beauty and rich decoration.
4 easy to identify:
In the design, regardless of the use of simple and complex expressions, people should be easy to remember and easy to identify and spread.
Brands and product names (trademarks) are diversified in their design. They can be based on the attributes, requirements, and times of the goods, and are based on figures, animals, plants, utensils, and natural objects. Patterns are shapes, dots, lines, faces, and bodies. The pattern is written in different languages; it is patterned with national, regional, and ethnic cultural patterns; it is patterned with numbers, symbols, and abstract graphics. Designers can use a variety of expressions in the design of the design, and then select the best form of in-depth design.
In the process of designing, designers should explore from all aspects to find out the best design techniques. Select the monomer, repetition, interconnection, positive and negative, yin and yang, borrowing, combination, virtual reality, overlapping, three-dimensional, distance, movement, symbolism, photo, phantom and other techniques. It is not only the performance of ideas, but also the purpose of accurately conveying information. Make the graphics easy to remember, harmonious, correct, perfect body.
Brand and Name In the flat design of the packaging, the level and order are very important. It is the entire packaging theme. Regardless of whether the graphics are large or small, how they are arranged must be disposed on the main parts of the packaging. In the relationship between the brand and the product name, you can use the brand as the main product, or you can name the product as the main product. However, you should clearly and clearly communicate the information of the product at a glance. At the same time, it is necessary to coordinate and unify the relevant graphics and colors, and create a strong resonance with consumers to express the theme of the product.
How to deal with the display of brand and name on the packaging is a skill. Designers are also required to be familiar with the packaging process and materials so that they can better reflect the intention of creative design. We must realize that there is a hierarchical division of the display of the brand and the name on the packaging. If the brand is highlighted, the brand is the main product and the product name is supplemented. The brand is larger than the brand name. If the name of the product is titled, the brand will be smaller than the product name and the product name will be prominent. Designers how to highlight the brand and the name in the design can use color processing, can also use the means of production to express. Such as hot stamping (gold, silver, color, holographic and other anodized aluminum), polishing (UV) produces bright and matt effect, embossed embossing process, etc., so that the brand and the product name on the packaging to form a special effect, and have a fun Sexuality affects the feelings and emotions of consumers.
This is one of the flat design elements of packaging. How to improve the level of packaging design must grasp the design effects of each design element so as to reflect the overall quality of packaging design. (Wen Jia)
Source: Shanghai Packaging
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