Abstract: This paper expounds the importance of graphics in packaging, and puts forward that the graphics produced in each era must define the theme, grasp the creativeness of the packaging graphics, convey the characteristics, performance elements and application patterns. Satisfy the psychological needs of consumers and create a charismatic perspective.
Keywords: Graphical Communication Feature Presentation Element Application Mode
Graphics, color, and text are the basic elements that make up a product's packaging. Graphic design plays a very important role in the packaging of goods. Regardless of the style of packaging, the key lies in whether there is a unique idea and soul, whether to convey a visual beauty through the establishment and use of visual elements such as graphics. "Concise but not monotonous, rich and not too cumbersome has always been the highest aesthetic realm pursued by designers. For packaging graphic ideas, the rich connotation and design conception are particularly important and rare in the concise graphics. This aspect is the graphic itself. The characteristics of the transmission of information are determined, on the other hand, in order to adapt to today's information, such as the fast-paced information society, consumers are receiving graphic information while experiencing the unique humanistic care of the goods, thus enabling consumers to become better and better. Buy passion.
1 Determine the theme and grasp the creativity of graphics in packaging design
The theme plays two roles in graphic creativity. It is both the starting point of graphic creativity and the end of graphic creativity.
In the process of creative graphic creation, we must first proceed from the topic, study and classify the characteristics of the topic itself, and sort out in order. That is to look for creative points. This is a divergence of thinking process. In this process, the theme can only be achieved because of the goal. Just as the sun's rays expand outwards indefinitely, each expansion can be a flash point. In this flash and flash collision. Always spark a creative spark. Therefore, the theme is the core starting point of graphic creativity. After clarifying the theme of the desired creative expression and finding the creative point, you can develop and develop your creativity without worrying about deviating from the fairway. For graphic creativity, the theme is the core of the entire graphic creativity. All graphic creative activities are centered around this core. In the process of creative graphic design, various methods and means can be used as long as they can show the theme. This theme can be a figurative thing such as 1 circle, 1 triangle, 1 leaf, 1 Ukrainian, etc. It can also be an abstract concept, such as "joy," "anger, etc. But anyway, the theme must be there. The graphic creativity without the theme is like a body without a soul, completely unaware of what you are doing. What is expressed, but for "creativity" and creativity, it is completely in formalism.
2 Graphics conveying characteristics on the package
2.1 Intuitiveness
Text is a form of information that conveys information. It is a symbol of a recorded language. If you do not understand the laws of this sign, you cannot read it. For example, in English, the packaging design is limited by the region. For some people, only a group of texts are arranged. Nothing can be realized and no emotion can be triggered. But if you use a graphic to express. But it can make people in different regions have a clear picture of the information contained in the map. The graphic is a simple and simple language that helps visual communication. This intuitive graphic seems to be observable for the reproduction of the real world, making people trust the information they convey more than the pure language. If you use some very realistic graphics for the packaging of goods, you can vividly show the excellent quality of the goods. Its persuasiveness far exceeds language.
2.2 Appealing
Language and word symbols can accurately convey information, but it is hard to avoid giving people a feeling of icy and cold (this rule excludes calligraphy). While graphics convey information with interest, it makes people feel very relaxed and happy when they receive information. .
The graphics in the merchandise package can be humanized to express human touch. Exaggeration can also be used to exaggerate or reduce the visual image art, but also through cartoon graphics to make things more vivid and more typical and full of emotions. The subjective spirit of the designers makes the subjective change so as to create the ideal formal beauty and appetite, so that the consumer is sucked by the graphical expression of interest to produce the desire to buy.
2.3 Known
Known means that the establishment of graphics in the packaging design of goods can accurately convey the information of the packaged goods, so that consumers can accurately comprehend the conveyed meanings from the graphics without causing misunderstanding.
2.4 Attraction
Attraction is the main goal of packaging graphic design. Whether or not the graphic design is successful, the key is whether it can attract the attention of consumers and make it a desire to buy. In an assortment of packages, how do consumers choose? This involves the transmission of information and how consumers accept it. In general, human vision is an important organ for acquiring outside information. Practice has confirmed that 70% of external information is obtained through the eyes of human beings. Human eyes can not only receive text information, but also can directly obtain information from graphic images. The image seen by the eye. The feeling (information) is supplemented with unnecessary stimuli after finishing the brain, and the perception is focused on the graphical stimuli.
Factors affecting people's vision on packaging include objective and subjective psychology. Pay attention to the orientation and concentration of human mental activities on graphics or other things. This kind of pointing and concentration enables people to clearly reflect the things in reality. In the packaging graphic design, various creative ideas and means are used to generate novelty and stimulation, so that the packaging image can quickly infiltrate the subconscious, prompting people to unknowingly enter attention, interest, desire, comparison, decision-making and purchase process. .
The characteristics of graphics in the visual recognition of packaging are mainly realized by using illusion, graphs and background processing techniques. Misperception is the use of graphical compositional design changes to induce viewers to experience emotional activity during the sensory phase. Figure shape. Dots, placed on top, power up, placed below, center of gravity down, have a sense of solidity, put points on both sides of the screen, the dynamic increase, this illusion effect, can reach the visual sense of the design of the packaging in the package The illusion conforms to the consumer's visual experience.
From visual psychology, the packaging design image is. The other parts of the diagram are called backgrounds. The figure should be on the form of the retina, so that the graphic part becomes the background and the background becomes the graphic.
2.5 Consistency
The purpose of packaging design is to protect goods and promotions. The establishment of packaging graphics is different from that of general graphic design. Packaging must consider the effects of all directions. If it is a round packaging, it must consider its continuity in order to ensure the need for display and display of goods. For example, the graphic design of the straight box and the horizontal box, so that they display another effect, so that each package is still a gestalt, series packaging graphic design, mainly to change the size of the package shape and structure, unified Graphic design, resulting in a holistic, visual effects.
3 graphics on the packaging of the performance elements
The ultimate purpose of the graphic is to convey information through the image, which is different through the representation. The meanings of words are combined to connect the meanings, which in turn constitutes completeness. Visual statements convey perfect information and therefore must be considered in the creative process. Forming the problem of "Italian", we strive to create a novel external form that is consistent with the imagination and can effectively disseminate information. However, a complete visual statement is mainly composed of image elements. Therefore, in the form of graphic creation, The first thing to notice is to collect and organize the required performance elements, and then build these elements into perfect visual statements.
Only unique design and performance elements can constitute a unique visual statement to become a novel design work. The performance elements used in the packaging graphics are generally divided into four aspects: line shape, face shape, texture shape, and photographic shape.
The line shape is based on the image of the clear pen line. It is designed with a sharp, broad, tough, sturdy, uniform image.
The shape of the face is the adjoining of various faces. The shape of the large surface, the size of the face than the shape of the small face sculpted shape, the color through the stacked surface shape image design. The texture shape is characterized by different textures sculpting and distinguishing different surfaces, using different dotted lines to arrange dry strokes, and printing; using cloth, metal screens, leather, plastic texture effects; using newspapers, magazines, pattern printing media Objects shape the shape; use printing screen techniques to construct shapes.
The biggest feature of photography is the ability to truly and accurately reproduce the static expression of the texture and shape of a product, and to express the dynamic image captured instantly. There is a correlation between the packaging graphics and the product in order to fully convey its characteristics, otherwise it does not have any meaning, can not be reminiscent of what is what, can not expect what effect it will occur, it will be the largest designer Failure. What kind of product packaging, what kind of graphics mode, should be based on the characteristics of the product, like canned food, cakes, toys, household appliances and other use of photographic graphics is appropriate, drugs, cigarettes, cleaning supplies and other uses linear, surface shape, Texture shapes and other abstract graphics are appropriate.
4 The pattern of application of graphics on the packaging
In order to enable customers to directly understand the content of the product package, the product must be reproduced in a graphical form in order to create a visual need for consumers. The commonly used methods include graphic design, half-image graphics, abstract associative graphics, and rational design of packaging structures. For food packaging design, such as food, in order to express the authenticity and visibility of the food, the photos of the actual product are often designed on the packaging box so as to deepen the buyers' vivid impression and increase the desire to purchase. Half-image graphics use simplified graphic design and sloppy thoughts that can make people think of this graphic and think of the food stored in the box. For example, in the packaging of milk powder, the image of cattle is applied to the graphic. The packaging of orange juice can be used on the packaging to use images of oranges. These are to enhance the impression of consumers, use Lenovo's approach, so that consumers recognize the product The abstract graphic is not a feature that can be imitated with sensibility, and is a graphic that has a deeper understanding of things and forms and then transforms, so it does not involve a specific image.Packaging design, cosmetics packaging in terms of taste products Such graphics are often used in design.
The position of graphics in packaging design is immeasurable, and it is the most important visual modeling element in design. This is the need of commodity advertising strategy. The establishment of commodity packaging graphics should meet the characteristics of commodity recognition, thus satisfying people's psychological and visual needs. In short, all excellent and creative graphic designs are based on the emotional experience of designers in the external world and the design itself. Therefore, different designers, in their long-term design process, will form a complete set of personalized design language. In the selection and collocation of graphic colors, in the creation of graphic forms and styles, it will show obvious personal characteristics. .
Jiang Fan School of Fan Information Source: "Packaging Project"