Visual Elements and Their Properties in Packaging Design (II)

Fourth, modeling - product and culture

1, the outline of the modeling

One of the more important design elements in product packaging design is the shape of the package. Like other principles such as architectural design and industrial product design, the box shape design and container shape design of packaging are determined by their own functions. They are determined according to the nature, shape and weight of the products to be packaged. The rational operation of the three-dimensional structure principle is a more scientific design method in solving the packaging structure.

2, visual design of the point, line, face in the visual effect

The basic form of most packaging designs is the integrated visual effect produced by the combination of points, lines, and faces. When these visual elements exist relatively independently, they show different visual decision features. For example, if a point has the effect of solidified sight, more than two points will produce a sense of movement and space, and the continuity of the point will produce rhythm, rhythm and direction. and many more. The line itself has a sense of strength and movement, a straight line represents static, and a curve represents movement. This sense of motion dominates people's aesthetic emotions. The resulting vertical lines are solemn, strong, and stable. The horizontal lines are calm and stable. The feeling of peace, slashes have a sense of upward, positive, and leaping. The fold lines have a sense of coolness, roughness, and insecurity. The curves are elegant, beautiful, soft, and so on. The boundary of the subject when it faces, it can be a collection of points, it can be a collection of lines. The surface synthesized by the geometric curves has simple, clear, and concise aesthetic features. The surface composed of non-geometry has simple and natural emotional characteristics.

3. Semantic implications in modeling

The packaging style is generally abstract, it is a direct visual language, but people have certain hints about its semantic understanding.

1) Through the shape of the package, first of all, the function and use of the product can be implied. The sense of mass on the package shape, due to the nature of the product, as well as the impact of ergonomics (such as how to handle, carry and use) on the package shape, can make people associate with the nature of the product within the package. Confirmation. For example, similarly to home products, the shape of the perfume bottle is completely different from the shape of the home kitchen detergent bottle--or streamlined shape processing, which facilitates the bottleneck of consumers, stable bottle bottom, large capacity, Can make people clearly understand the nature of the product. For another example, similarly to the bottle, some white wine bottles use a lot of refraction patterns, showing the crystal clear, transparent, suggestive of the quality of the wine; and yellow wine bottles often make the shape stable, so that People think of the quality of wine.

2) Through the shape of the model, it can also indicate the value and grade of the product in the package. The temperament and character of the external model of the package show the quality, grade and style of the product. Men's cosmetics and women's cosmetics re-packaging line shape processing, showing that women's aesthetic quality is absolutely different.

In life, we often see children eating food in packages, such as using non-edible detergents as soft drinks and candy. The reason is that on the one hand, children do not understand words, and on the other hand, they have no experience of life. They cannot understand the contents of the contents through the shapes and colors of the packaging. Therefore, the understanding of suggestive modeling semantics is related to consumer-specific social living environment and experience. The relationship between the formation and development of modeling semantics and the development of certain socio-cultural history is also related. The study of the specific connotation and development origins of modeling semantics should make design an important topic.

Five, texture - to create a unique effect

1, texture and its significance

Texture is of particular importance for packaging design, because in all kinds of visual communication design, only packaging is one of the most important expressions. The so-called texture refers to the aesthetic experience conveyed by the surface structure, morphology, and arts and sciences of modeling materials. The texture beauty of design materials has dynamic, intentional, vivid, and wise aesthetic features. Because the craftsman's texture is more beautiful than the simple texture, it can reflect the human creative instinct. Therefore, the aesthetic activities of material expression mainly focus on the beauty of texture.

2. Relationship between texture and other visual elements

In designing species, we can think of texture as a kind of color or a kind of graphic, or vice versa, and consider color and figure as a kind of texture. Because as a visual element, they are all interdependent, and their relationship in design is also interchangeable. When a concrete figure and other color blocks are combined, under certain spatial conditions, we can also regard the former as texture. This is very important for packaging design.

3, the expression of the texture effect

The texture of the design material generally shows the following aspects: First, the shape effect. The unit shape of the texture can be applied to the composition methods such as repetition, gradual change, similarity, emission, specificity, denseness, contrast, and contradictory space to create the main effect and surface change. The tissue structure can also be used to create a half-dimensional shape with high and low undulations. The second is light effects. Light perception has a wide range in the visual brightness ladder. Its performance is rich in light and shade, especially materials such as metal, glass, stainless steel, Shuimo marble, etc., can produce high light spots and highlights, promote visual excitement and stimulate the gorgeous, flowing, changing aesthetic experience. The third is the haptic effect. Tactile sense is the smooth, soft, smooth, moist, cool, delicate, etc. comfortable feeling produced by the friction between the human skin elasticity and the object surface, and it can produce rough feelings such as roughness, tingling, and dryness. The fourth is visual effects. Human visual experience can be used to create different patterns or color changes on the surface of the material to create visual tension. The main visual effect can be produced by strengthening the depth by means of linear perspective, overlay, occlusion, shadow, shadow, and the like. In addition, the use of semi-embossing methods to process the appearance and decoration of a product or package not only visually produces a sense of depth and refinement, but also can produce unique functions for use on some special products. Because there are various sensations of mutual penetration and mutual complementarity in the aesthetic perception, different stimulation patterns are brought about, which makes the material of the packaging design display colorful scenes.

Six, materials and texture

The packaging design material mainly refers to the appearance of the design and the materials used in the structure. It includes metal materials, engineering materials, industrial materials, composite materials and other categories. Although the properties of materials vary, they all have relatively uniform aesthetic standards and constituent basis. Packaging materials are the material basis for commodity packaging. Therefore, it is important to understand and understand the specifications, properties, and uses of various packaging materials, and it is also an important part of designing packaging.

The sense of texture made up of the texture of the material is one of the important aesthetics of design beauty. The so-called texture is a surface effect that is shown by the physical properties and chemical properties of modeling materials and socio-economic values. For example: steel is hard, cold and firm, plastic is smooth, rounded and bright, glass is delicate, clear and clean, bamboo and rattan are lightweight, simple and smooth, and so on. The texture of design materials has a static, deep, simple, and elegant aesthetic. Using different materials of different textures or surface shapes can achieve the best effect of product packaging. Packaging materials, whether paper materials, plastic materials, glass materials, metal materials, ceramic materials, bamboo materials, or other composite materials, have different texture and texture effects. The use of different materials and proper combination and configuration can give consumers different feelings such as novelty, cold or luxury. Material elements are an important part of packaging design. It directly affects the overall function and economic cost of packaging, production and processing methods, and recycling of packaging waste.

Finally, a decent number of packaging has relevant information. It needs to be transmitted through a certain form of expression. Choosing the appropriate form of expression is the key to the correct dissemination of corporate image and product information. Appropriate manifestations can play a role as a ten. Enhance product merchandise. On the contrary, the product information of the product is blurred. In practice, there are many products that are difficult to embody in terms of their actual content with an exact image. For this reason, in the creative process, only the colors, graphics, texts, and other elements are accurately used to convey the relevant information of the product. In order to evoke people's associations, the ultimate goal can be achieved. In the packaging design process, in addition to specific graphics, the appropriate use of abstract graphics can also achieve unexpected results. If a product wants to stand out from many similar products, it must have its own unique things. The most direct and external performance of this “special” product is its product packaging, which fully mobilizes the visual elements in packaging design and serves The expression of product information, the pursuit of novelty and novelty in expression, and the perfect combination of visual elements, may result in good works.

Author / Cai Jiejuan