(1) Comparison of composition skills;
The so-called thickness contrast refers to the color used in the composition process and a style formed by color. In painting and calligraphy, we know that there is a difference between meticulous painting and freehand brushwork, or that meticulous painting and freehand brushwork appear on the same picture (like the paintings of Chinese painting master Qi Baishi's Cabbage and Fruit Fruit). This style is often used for packaging composition. Part of this thickness contrast is the contrast between the main pattern and the foil pattern; Have a plenty of contrast between the central pattern and the background pattern; Some are as rough as the wind sweeping away the residual clouds in rows, and some are as delicate as hairspring; Some use the calligraphy of weeds instead of patterns, which can be seen anytime and anywhere on some wine and food packaging. For example, Miss brand dumplings and Rejoice brand shampoo.
(2) Comparison of composition skills. In the composition of traditional Chinese painting landscape, we should study the perspective of close-range and middle-range, and in the design of packaging, we should also adopt the same principle as the composition level of near and far pictures. The so-called "near" is the most eye-catching part of a picture, which is the so-called first visual impact. This most eye-catching part is also the most important content to be expressed in the packaging pattern, such as the instant noodle packaging first used by Shuanghui. The first thing that broke into people's sight was the Shuanghui trademark with a blank background and the huge white variety Shuanghui (that is, close-up view) with a crimson square background. In turn, it is the main characters with smaller running script of "Braised Beef Noodles" (it should be said that the second line of sight is also called the middle scene), the product photos that express the packaging content (also called the third line of sight, bounded by the middle scene), and then the auxiliary corporate mascot advertising language, performance instructions, corporate logo and so on. This obvious layering, also known as the visual three-step rule, takes into account people's habit of watching still life pictures. As a designer, at the beginning of creating a painting, you should know the theme of your appeal before making it, and create an atmosphere that stands out from the crowd. So the picture I designed is like a powerful magnetic force, which draws the eyes of the campers tightly.
(3) Comparison of composition skills:
When it comes to the contrast of composition skills, it is very similar to the contrast of complexity and simplicity in color application, and it is also very similar to the flying white in Chinese painting, that is, the concentrated places in the pattern must be set off by diffusion, and it is not appropriate to concentrate or spread them all. It embodies a kind of density coordination, clear rhythm, relaxation and ethereal. At the same time, the theme is prominent. I see that in many packaging designs, the whole picture is dense and colorful, with heavy color expression from the background pattern to the theme pattern, which makes people feel overwhelmed and impenetrable. This not only fails to beautify products and promote sales, but also won't make people bored and lose appetite. This is caused by not grasping the contrast between density and density.
(4) Comparison between static and dynamic composition techniques 7:
In a pattern, we often find this phenomenon, that is, the explosive pattern in the background or around the theme title of the package, or a few crazy thick lines inadvertently drawn, or English or patterns in strips, all present a feeling of "movement", while the theme title is dignified and steady and the background is calm, which is the contrast between static and dynamic. This contrast avoids everyone's vulgarity and rigidity. So the visual effect is very comfortable. Accord with people's normal aesthetic psychology.
(5) The contrast of composition techniques between China and the West often uses the combination of cartoon techniques of western painting and traditional techniques of China or the combination of Chinese traditional studies and English in a package design. And the picture directly highlights the photos of westerners or a picture on the packaging pattern in a realistic way. This form of expression is also a common reference way, which often appears on the packaging of children's products, women's socks, clothing or cosmetics.
Making foreign things serve China means making the past serve the present. Especially in order to reflect a kind of cultural taste, people often use the ancient classic ornamentation, calligraphy, characters and patterns on the packaging now, which is most obvious in the packaging of wine. For example, wine and Taibai liquor, as well as Mid-Autumn moon cakes and black peanuts in food, are all embodied and excavated from these aspects. In addition, there are some high-end gift boxes for cosmetics and daily necessities, and their ornamentation and patterns are also looking for grafting techniques from classical culture. This can give people an antique and elegant pursuit or some comfort. So it is very popular with consumers.