Talk about the layout design in packaging and decoration

Packaging and decoration design is not simply to decorate the packaging of products with fonts, graphics, and colors, but to design specific product information and visual aesthetics. In addition to conveying product information, it focuses on the function of the consumer's spiritual needs. A good packaging and decorating design can narrow the distance between the goods and the consumers, affect the consumers' psychological feelings, increase the consumer's trust in the products and the desire to purchase, and can also promote the communication between the company and the consumers.

With the development of modern society, the circulation of commodities has not been subject to geographical restrictions, so that the design of packaging and decorating of goods must meet the needs of consumers of different nationalities, different regions, and different nationalities. Orchestration design is one of the important contents of packaging and decorating. It combines the design elements (trademarks, texts, colors, graphics, etc.) in packaging and decorating with the rules of formal beauty, so that the packaging of goods can better complete its publicity and Promotion function.

The layout design of packaging and decorating is an overall design that requires a reasonable combination of design elements. If the functionality is too prominent in the design, it will affect the overall visual effect of the package. Blindly pursuing visual impact while ignoring the detailed transmission of text and graphics will undermine the practicality of packaging.

Packaging design layout at the same time to take into account a number of product-related information. First of all, different packaging layouts should be designed for different product attributes. In addition to enhancing the personality characteristics of various commodities (such as medicines, household appliances, appliances, foods, cosmetics, etc.), the layout design of packaging and decorating, to a certain extent, must also try to improve the quality of the products and enhance their individual charm. Secondly, the customer group for product consumption is clearly defined and packaged for the preferences of different consumer groups. Different consumer groups have different cultural backgrounds and life experiences. They have different awareness of the arrangement in packaging and decoration. The layout design should change the design thinking in a timely manner and meet the consumer's psychological needs.

The elements of a layout design include the following:

Text

The layout of the text is an important factor in forming a packaging image. Arrangement processing should not only pay attention to the relationship between words and words, but also pay attention to the relationship between rows and groups, groups and groups. The text layout on the package is based on overall considerations in different directions, locations, different sizes, and surfaces. When designing text information, we must consider the rationality of consumers' reading habits and textual functions and reasonably arrange the position of the text in the packaging display. The size of the font, the basic requirement is based on the content of the property, the text of the primary and secondary, starting from the overall, grasp the layout of the focus. Under normal circumstances, the basic characters such as product marks, product names, advertising slogans, weights, and production wide homes are arranged on the main display surface of the package. The data words and functional descriptions are arranged on the side or back of the package. The ad text is Promotional texts that promote the characteristics of the content may be varied in their layout.

Although the product packaging layout is small, there are many contents related to the delivery of goods, including: trademark, product name, promotional language, product quality or weight, instructions for use, company name, business address and so on. The arrangement of these textual information should highlight the subject and be clear and orderly. The arrangement of textual information in the packaging and decorating design is to grasp a certain sense of rhythm. The textual arrangement of the denseness has its own artistic observability, and it should be easy to read while achieving the aesthetic effect. On the contrary, it cannot achieve the purpose of introducing and selling merchandise.

The layout of text information and fonts can appropriately convey the information of the product. The packing of the general food information is compact, which can highlight the fresh and delicious food; the textual arrangement of the cosmetics packaging should be sparse, and it can highlight the elegance and elegance of the cosmetics. Chinese fonts are the only pictographs in the world. The texts are rich in content and different fonts exhibit different characteristics. For example, the song style, generous and elegant, elegant and neat; imitation of the Song style, elegant and elegant; 楷 body, its style is friendly, easy to understand and learn, smooth and natural; bold, style is simple and honest, very masculine. Lishu, simple and elegant, elegant, very Chinese characteristics. China's "Wine and Wine" is a typical example of font layout design. On the pale yellow kraft paper, the elegant “Waiji” character is arranged vertically to show the delicious mellowness of this wine. It also shows that this is a yellow wine of Chinese specialties. In short, the overall design style of writing and packaging should be consistent.

Graphic pattern

Graphic pattern is a simple, clear and easy-to-understand visual communication language. It has characteristics that are more accurate than other elements that convey information. Representing the product in the form of a graphic in the form of a graphic, or using an abstract pattern to metaphorize the characteristics of the product, is conducive to satisfying consumers' cognitive needs and shopping psychology. At the same time, consumers can easily and intuitively comprehend the meaning conveyed by the graphic. The pattern of "seeing is believing" is more effective than any empty linguistic description. The realistic graphics on the package are extremely convincing and credible to consumers. Some home appliances and cleaning products use vivid graphics to express the nature of the goods at a glance and vividly demonstrate the excellent quality of the goods. For example, in the graphic design of food packaging, in order to express the authenticity of the food, the photos of the actual goods are often arranged on the packaging box, which deepens the consumer's impression of the product and increases the consumer's desire to purchase.

The layout design of graphic patterns in packaging and decoration is diversified. Abstract graphics are used in a large number of packaging designs for cosmetics, medicines, cigarettes, and wine, which highlights the characteristics of such products. The layout of various patterns of graphic design techniques have their own merits, emerging one after another. The pattern design of the anthropomorphic approach is even more human; the exaggerated pattern design techniques exaggerate or shrink the visual image artistically, giving people a strong visual impact; the cartoon pattern makes the object's characteristics of the goods more vivid and lively.

The design of graphic patterns in packaging and decorating is not impossible, and different graphics modes are used for different products. The arrangement and design of the packaging graphics can generate the correlation between graphics and products, so that consumers have a certain degree of awareness of the goods.

color

Color is the most visually appealing element in packaging and decorating design. It does not require the translation and interpretation of the human brain, and it can be felt by consumers for a moment in the distance. In the assortment of supermarket shelves, product packaging design contests to attract consumers' attention, relative to the packaging of text, graphics and other elements, the color can produce a better shelf effect, eye-catching.

The color of the overall package sets a tone for the product. The rich colors convey a variety of qualities and styles for the product, allowing the consumer to quickly perceive the product's attributes when he or she just saw the product, or to easily perform a series of similar products. Identification. For example, two children's brands, "Ling Ying Fang" and "P.YOP.Y0", all have the unique color symbol of the brand's natural color, the former being pink and the latter being goose yellow. Although the service groups are the same, because of their different color symbols, they all have different styles in the minds of consumers and they will never be confused. The rational arrangement of colors in the packaging and decorating will help highlight the characteristics of the products and enhance the individual charm of the products. Once this tone is accepted by consumers, it conveys unique information in which color and product are closely attached, which enables consumers to form a unique brand awareness on behalf of a certain product in the mind and guide people to purchase products again.

Different colors give people different psychological feelings, thus inducing people's various emotional interventions, so that they have a rich association. The rational use of this will make the packaging of goods unpredictable. For example, food packaging generally uses warm colors such as orange, orange, and the like. This kind of color is reminiscent of bumper harvest and maturity, which can cause consumers' appetite and increase consumers' purchases. Similarly, the color of the packaging used for cleaning products is mostly cold, and the blue and green colors give people a sense of calmness and cleanliness. Commodity's powerful cleansing effect is linked with visual effects, giving consumers clever psychological hints, which in turn triggers consumer associations for positive evaluation of goods.

In the layout design of packaging and decorating, the use of consistency factors (such as a series of patterns, the same color, color, the same pattern of arrangement, etc.), can help the goods to establish distinctive features of the series. Make a series of products of the same company or products of the same trademark form a unique brand image and expand the company's momentum. Even if the product's personality characteristics have a specific image, enhance the consumer's trust and recognition of the product, but also enable consumers to establish a cognitive response to the same series of products, with serialized packaging to quickly find and identify products.

In the fierce market competition, many lack of creativity, simple and rough packaging design increasingly lack of competitiveness, will continue to be eliminated by the market. The packaging design of goods not only lies in the utilitarian purpose of commercialization, but also rises to the level of coordination with consumers' psychological feelings and satisfy consumers' aesthetic demands. Excellent layout design uses different visual elements and techniques to design exquisite and beautiful packaging, allowing consumers to enjoy rich spiritual connotations from their products. And convey product information in a personalized and visual form to increase the added value of the product

The layout design in packaging and decorating depends on the use and creation of elements such as text, graphic patterns, and colors. Understand the requirements and principles of packaging design, coordinate and match various elements, 'can only get the best packaging design program, achieve the purpose of selling goods, building brand characteristics of goods and satisfying people's spiritual needs

Author/Jiang Yifang Gu Huizhong

Source: "Shanghai Packaging"