On the visual elements and their properties in pac

On the visual elements and their properties in packaging design (Part 1)

[Abstract] the concept of modern packaging is a dynamic concept. Under the conditions of modern market development, the connotation, function and packaging design itself have new content and definition. In packaging design, the materials, structures and other contents that constitute the packaging design are the material basis for turning the design idea into a realistic design object, and also an important medium for forming the design beauty. While the formal elements such as graphics, colors, words and shapes that constitute the packaging design object are important means to meet people's aesthetic needs on the basis of meeting people's needs for the use of the design object, It is also an effective way to design and realize high added value so as to enhance competitiveness. This paper will analyze the aesthetic function of each element in packaging design one by one

[Key words] visual elements of packaging design

in today's economic globalization, packaging and commodities are integrated. As a means of commodity value and use value, packaging plays an extremely important role in the fields of production, circulation, sales and consumption, and is a subject that enterprises and design circles have to pay attention to. With the development of the world economy, packaging design has made great progress on the basis of traditional packaging: the concept of packaging has enriched new content, the style of packaging has been more subdivided, and the function of packaging design has also been expanded. If the concept of packaging is described only from the function, then packaging design should be in line with people's aesthetic and living needs, production technology, environmental and ecological needs, A design that meets the needs of commodity protection, transportation and sales. As far as packaging design itself is concerned, packaging design now refers to the container structure modeling and packaging beautification and decoration design for packaged goods by selecting appropriate packaging materials and using ingenious technological means. It can be seen from here that the three package period of equipment in packaging design is one year from the date of formal delivery. Several major constituent elements:

first, graphics - the main bearer of information

graphics of packaging and decoration mainly refer to the image of products and other auxiliary decorative images. As the language of design, graphics is to show the internal and external components of the image, and convey the information to consumers in the form of visual image. To achieve this goal, the accurate positioning of graphic design is very critical. The process of positioning is the process of getting familiar with all the contents of the product, including many factors such as the nature of the commodity, the meaning of the trademark, the name of the product and the current situation of similar products

graphics can be divided into physical graphics and decorative graphics

physical graphics: use painting techniques, photography, etc. Painting is the main form of packaging decoration design. It draws pictures according to the needs of the overall idea of packaging to serve goods. Compared with photography, it has the characteristics of freedom of choice, refinement and generalization. The painting technique is intuitive and interesting. It is a means of propaganda, beautification and promotion of goods. However, the commerciality of commodity packaging determines that the design should highlight the real image of commodities and give consumers an intuitive image. Therefore, using photography to express a real and intuitive visual image is the best expression of packaging and decoration design

decorative graphics: there are two ways of expression: concrete and abstract. The patterns of figurative figures, landscapes, animals or plants can be used as symbolic graphics of packaging to express the contents and attributes of packaging. Abstract techniques are mostly used for freehand brushwork. Abstract geometric patterns, color blocks or texture effects of dots, lines and surfaces are used to form the picture. It is concise, eye-catching and has a sense of form. It is also the main expression of packaging and decoration. Usually, concrete form and abstract expression are not isolated in packaging and decoration design, but combined with each other

the dialectical unity of content and form is a universal law in graphic design. In the design process, according to the needs of graphic content, select the corresponding graphic expression techniques, make the graphic design achieve the unity of form and content, and create applicable, economic and beautiful decoration design works that reflect the spirit of the times and national style is the basic requirement of packaging designers

II. Color - convey the emotion of packaging

1 Color plays an important role in packaging design. Color is an important factor to beautify and highlight products. The use of packaging color is closely related to the conception and composition of the whole picture design. Packaging color requires planarization and evenness, which is highly summarized by color filtering and refining. It is based on people's Association and color habits. A high degree of exaggeration and color change is a means of packaging art

2. Implication of color

under different environments and conditions, color is a symbolic constituent medium, which is reflected in the sense of weight, the sense of expansion and contraction, cultural taste and values

visual psychological experiments have proved that the hue of strong brightness, high purity and long wave vibration can cause people's nerves and excite the repair and replacement of defective parts or the whole machine for free, which can effectively express people's emotions. It is also red. Red lanterns and red caps symbolize celebration, and red flags symbolize revolution, progress, progress and passion; On the other hand, the red or dustproof plug color of road command lights and fire engines indicates stop or danger. It is also yellow. The yellow on the Dragon Robe of the Chinese emperor symbolizes the nobility of imperial power, while the yellow cloth shirt worn by Judas, the traitor who betrayed Jesus, has become a symbol of meanness; In India, it is a symbol of glory, while in Brazil and other countries, it is a symbol of death and despair

different regional conditions, cultural backgrounds and age levels will produce different color preferences. Due to the differences in geographical environment, people in coastal areas like contrasting colors, such as Helsinki in Finland and Venice in Italy, while people in basin areas like to integrate conservative colors, such as Paris, London, Milan, etc; People in continental cultural areas like rough and bright colors, such as the United States; Island cultural areas like soft and delicate colors, such as Japan. Even in the same region, there will be great differences in color preferences due to different national habits and cultural traditions. For example, in Yunnan minority areas, Yi people advocate black, and their clothes are mostly black, red and yellow; White and red are the main colors of Bai nationality; The Miao people like blue. Therefore, color is the most sensitive and popular aesthetic form. Therefore, when choosing colors for packaging design, designers have to fully consider the different meanings of colors in different environments and cultural backgrounds, so as to make use of the general aesthetic feeling that lustful colors can bring, while avoiding possible negative effects

3. The composition of color beauty -- hue and purity

in the expression of color, hue is the most important factor. The hue can be contrastive or harmonious. Hue can present different temperament and style, and express the emotion and personality of different gender and age groups. Therefore, hue is the colorful skin and the soul of color

purity refers to the degree of saturation or freshness and turbidity of colors. Within the range of human vision, most colors are non pure colors. When the hue seed is mixed with white, the brightness is improved; If mixed with black, the brightness will decrease. Because of the change of purity, the color is extremely rich. Therefore, purity reflects the inherent character of color and is the key to color aesthetics

4. Different from other visual arts or graphic design, the design and application of packaging color is very professional to a certain extent - in many product packaging fields, some specific color and tone configuration rules have been used. Without these rules, people will feel that the packaging color is wrong

for example, foods often use bright and rich colors, mainly warm colors, highlighting the freshness, nutrition and taste of food; Medicine uses simple cool and warm colors; Cosmetics often use soft neutral tones; Hardware and mechanical tools often use blue, black and other calm color blocks to express the characteristics of firmness, precision and durability; Children's toys often use bright pure colors and various color blocks with strong contrast between cold and warm to meet children's psychology and hobbies; Sporting goods often use bright and loud color blocks to enhance the feeling of activity and sports. Different goods have different characteristics and attributes. Designers should study consumers' habits and hobbies as well as the changing trends of international and domestic popular colors, so as to continuously enhance the sociological and consumer psychological awareness of colors

5. Color problems in serialized packaging

the color design of modern packaging can form different color sequences and carry out them according to the needs of promotion: on the one hand, it is assimilation, that is, the serialized packaging uses the basic UHD TV specified in the CIS plan to unify the colors known for ultra-high definition, fine details, gorgeous colors and high illuminance; On the other hand, alienation is to use a certain variety of color series to distinguish different products while maintaining visual identity in the series of products