First, the performance points
Emphasis refers to the concentration point of performance content. Packaging design is limited in the drawing, which is a space limitation. At the same time, the packaging is known to the buyer in a short period of time, which is the time limit. This limitation of time and space requires that packaging design should not be blind and complete, and everything is equal to nothing.
To determine the key points, we should compare and choose relevant materials among commodities, consumption and sales, and the basic point of choice is to help increase sales. The following is a list of key projects for your reference.
Trademark image and brand meaning of goods;
Functional utility and texture attributes of commodities;
The origin background and local factors of commodities;
The background of the place where the goods are sold and the consumers;
The difference between the commodity and the current product;
The commodity is similar to the packaging design;
* * * goods, their related characteristics and so on.
These are all media materials for design ideas. When designing, we should know as much as possible about related materials, compare and choose them, and then determine the key points of performance. Therefore, designers are required to have rich knowledge and cultural knowledge about commodities, market accommodation and life. The more accumulated, the wider the world of ideas, the more ways, and the more basis for choosing the key points.
The choice of key points mainly includes three aspects: trademark number, commodity itself and consumer object. Some products with famous trademarks or brands can focus on trademark brands: some products or new products with outstanding characteristics can focus on the products themselves; Some consumer-oriented commodity packaging can be consumer-centered. Among them, commodity-based performance is the biggest, which will be mentioned later. In short, no matter how you express it, you should pay attention to conveying clear content and information.
Second, from the perspective of performance.
This is the deepening after determining the form of expression, that is, there must be a specific breakthrough after finding the main attack target. If we focus on trademarks and brands, is it the image of the brand or a certain meaning? If we focus on the commodity itself, is it the external image of the commodity or the internal attribute of the commodity? Does it represent a component of * * * or its functional utility? Everything has different angles of understanding, and focusing on one angle in performance will be beneficial to the salience of performance.
Third, the technique of expression
Just as the focus and angle of performance are like goals and breakthroughs, the technique of performance can be said to be a tactical problem. The focus and angle of performance is mainly to solve what to show. This can only solve half the problem. Good expression and form are the vitality of design.
No matter how you express it, you must express the content and some characteristics of the content. Broadly speaking, everything must have its particularity, and everything must be related to some other things. In this way, there are two basic ways to express a thing and an object: one is to express some characteristics of the object directly, the other is to express things indirectly by means of some characteristics of the object, and the third is to express things indirectly by means of other things in the Ming Dynasty. The former is called direct performance, and the latter is called indirect performance or help performance.
1, direct performance
Direct performance means that the focus of performance is the content itself. Including its appearance, shape, use and usage. The most commonly used method is to express it by taking photos or opening windows.
In addition to objective direct expression, there are the following direct expression skills using auxiliary methods.
Set-off: this is one of the auxiliary ways, which can make the subject express more fully. The set-off image can be concrete or abstract, so be careful not to usurp the role of the master when dealing with it.
Contrast: this is a transformation form of contrast, which can be called contrast, that is, from the opposite side, the subject can be expressed more strongly in contrast. The contrast part can be concrete or abstract. In direct expression, we can also change the subject image and make its main features more prominent, among which induction and exaggeration are commonly used methods.
Inductive method: inductive method is to seek clarity by simplification, and exaggerated method is to seek prominence by change. The similarity between the two is that some changes have been made to the subject image. Exaggeration is not only a choice, but also an emphasis, which makes the subject image unreasonable, but reasonable. There are many vivid examples of this expression in China folk paper-cutting, clay toys, shadow play modeling and foreign animation art, and this expression is full of romantic interest. The exaggeration of packaging pictures generally pays attention to the characteristics of cuteness, vividness and interest, and should not be ugly.
Exaggeration: induction is to seek clarity by simplification, and exaggeration is to seek prominence by change. The similarity between the two is that some changes have been made to the subject image. Exaggeration is not only a choice, but also an emphasis, which makes the subject image unreasonable, but reasonable. There are many vivid examples of this expression in China folk paper-cutting, clay toys, shadow play modeling and foreign animation art, and this expression is full of romantic interest. Generally, the exaggeration of packaging pictures should pay attention to the characteristics of cuteness, vividness and interest, and should not be in the form of ugliness.
Close-up: this is a way of giving up the big and taking the big, and expressing the whole locally, which can concentrate the characteristics of the main body more. In the design, we should pay attention to the localization.
2. Indirect performance
Indirect expression is a relatively internal expression technique. That is, the object itself does not appear on the screen, but is represented by other related things. This technique has a wider range of expression and is often used to express a certain attribute or brand, idea, etc. The content in the concept.
As far as products are concerned, some things cannot be directly expressed. Such as perfume, wine, washing powder, etc. This needs to be handled through indirect expression. Many products are simultaneously or directly. In order to obtain novel, unique and changeable performance effects, we often seek innovation and change from indirect performance.
Indirect expression methods include metaphor, association and symbol.
Metaphor: Metaphor is a way to compare things with other things, and it is a way to compare things with other things. The components of metaphor used must be concrete things and concrete images that most people know, which requires designers to have rich knowledge of life and cultural literacy.
Association: Association method is to guide the viewer's knowledge to concentrate in a certain direction with the help of an image, and the association generated by the viewer supplements the content that is not directly explained in the picture. This is also an expression from some to others. When people watch a design wound, it is not simply visual acceptance, but there will always be certain psychological activities. The consciousness of some psychological activities depends on the performance of design, which is the psychological basis of the application of association method. The media image with the help of association method is more flexible than concrete image, which can be concrete or abstract. All kinds of concrete and abstract images can arouse people's association. People can think of happiness from specific flowers, frogs from tadpoles, Egypt from pyramids, autumn from fallen leaves and so on. You can also think of mountains and rivers from the abstract wood grain, the sky and the sea from the horizon, the grassland forest from the green and the lost time from the running water. The ice flowers on the window will make people have all kinds of associations.
Symbol: this is the transformation of the combination of metaphor and association, which is more abstract in the meaning of expression and more blaming in the form of expression. In packaging and decoration design, it is mainly reflected that most people have the same understanding to express a certain meaning of the brand and the abstract attributes of a certain commodity. Compared with metaphor and association, pictograph is more rational and implicit. For example, the Great Wall and the Yellow River symbolize the Chinese nation, the pyramids symbolize the antiquity and civilization of Egypt, and the maple leaves symbolize Canada. As a symbolic medium, the expression of meaning should be permanent and unchangeable. In symbolic expression, the symbolic use of color is also very important.
Decoration: In terms of indirect expression, some gift packages often use decorative techniques instead of metaphors, associations or symbols. This kind of "decoration" should pay attention to a certain orientation, and use this nature to guide the viewer's feelings.
Fourth, the form of expression.
The form and technique of expression is to solve the problem of how to express. Form is an external weapon, a concrete language of design expression and a visual communication of design. The consideration of expression forms includes the following aspects:
How to design thematic maps and non-thematic maps; Use photos or paintings; Concrete or abstract; Realism or freehand brushwork; Induce or exaggerate; Whether to adopt a certain process form; What is the size of the area, etc.
What is the overall hue of the color; How to grasp the hue, lightness and purity of each part of the color block, the relationship between different color blocks, how to change the area of different colors, etc.
How to design brand and name fonts; What is the font size?
How to deal with the location arrangement of trademarks, main characters and main graphics; What is the relationship between the parts of shape, color and word? What kind of arrangement is it formed?
Whether to carry out auxiliary decoration treatment; How to consider the use of gold and silver and the change of texture and texture, etc. These are all to be specifically examined in the whole process of formal deliberation.
Text arrangement of packaging design
Besides font design, the arrangement of packaging characters is another important factor to form the packaging image. The arrangement should not only pay attention to the relationship between words, but also pay attention to the relationship between lines and groups. The arrangement of characters on the package in different directions, positions and sizes is considered as a whole. Therefore, it can produce richer form changes than ordinary book binding and advertising text arrangement.
Besides paying attention to the adjustment of thickness, spacing and area, there should also be obvious differences between row spacing and spacing. Generally, the standard word arrangement is 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 as a whole according to the attributes of the content and the priority of the text itself. The so-called focus does not necessarily refer to a certain part, but can also be a trend or characteristic of arranging the overall image.
As far as the changes of arrangement forms are concerned, they can be varied and there is no certain pattern, but according to the second chapter, they can be divided into the following common types: horizontal arrangement form, vertical arrangement form, circular arrangement form, conformal form, stepped form, staggered form, grass arrangement form, centralized form, corresponding form, repetitive form, image form, axial form and so on. In addition to being used alone, various forms can also be used in combination with each other, and more arrangement forms can be evolved in actual arrangement.