The conception method of the hottest packaging des

Conception method of packaging design

conception is the soul of design. In design creation, it is difficult to formulate a fixed conception method and it is easy to disassemble the formula such as the conception procedure. Creation is mostly from immature to mature. It is normal to affirm or deny some, modify or supplement some in this process. The core of the idea is to consider what to express and how to express. To answer these two questions, we should solve the following four points: the focus of expression, the angle of expression, the means of expression and the form of expression. As in combat, the focus is on attacking the target, the angle is the breakthrough, the technique is the tactic, and the form is the weapon. If any link is not handled well, all the efforts will be wasted

I. performance focus

focus refers to the focus of performance content. The packaging design is carried out in a limited picture, which is a spatial limitation. At the same time, packaging is recognized by buyers in a short time in sales, which is a limitation of time. This kind of space-time restriction requires that packaging design should not be blindly comprehensive and comprehensive. Putting everything on is equal to nothing

the key point is to compare and select the relevant data of goods, consumption and sales. The basic point of selection is to help improve sales. The key items are listed below for reference

trademark image and brand meaning of the commodity

the functional utility and texture attribute of the commodity

the origin background and local factors of the commodity

the background and consumption object of the commodity

the difference between this commodity and current products

the status of similar packaging design of the commodity

other relevant characteristics of the product, etc

these are the media materials of design ideas. When designing, we should know as much relevant information as possible, compare and select it, and then determine the performance focus. Therefore, designers are required to have rich knowledge of commodities, market accommodation and life, and cultural knowledge. The more accumulation, the wider the world of ideas, the more ways, and the more fundamental the choice of priorities

the choice of key points mainly includes three aspects: trademark, commodity itself and consumption object. Some products with famous trademarks or brand names can use trademarks as the focus of expression: some products with prominent characteristics or the packaging of new products can use the product itself as the focus; Some product packages that are highly targeted to users can focus on consumers. Among them, the performance focused on commodities has the largest performance, which will be discussed later. In short, no matter how you behave, you should focus on conveying clear content and information

second, the angle of expression

this is the deepening after determining the form of expression, that is, after finding the main target, there must be a specific breakthrough. For example, taking trademarks and brand names as the focus of expression is to express the image, but what is the meaning of the brand? If we focus on the commodity itself, is it the external image of the commodity or some internal attribute of the commodity? Is it to show the common components or its functional utility? Things have different cognitive angles, and more concentrated on one angle in performance, which will be beneficial to the clarity of performance

third, the technique of expression

is like the focus and angle of expression, like the goal and breakthrough, the technique of expression can be said to be a tactical problem. The focus and angle of performance are mainly to solve what to show. This is only half the problem solved. Good expression techniques and forms are the vitality of design

no matter how it is expressed, it is necessary to express the content and some characteristics of the content. In a broad sense: everything must have its own particularity, and everything must be related to some other things. In this way, there are two basic methods to express a thing and an object: one is to directly express the certain characteristics of the object, the other is to indirectly rely on the certain characteristics of the object, and the other is to indirectly rely on other things related to the object. The former is called direct performance, and the latter is called indirect performance or assisted performance

1. Direct performance

direct performance means that the focus of performance is the content itself. Including the appearance or use, usage, etc. The most commonly used method is to use photographic pictures or open windows to express

in addition to objective direct expression, there are also some direct expression techniques using auxiliary methods

foil: This is one of the auxiliary ways, which can make the subject get a fuller performance. The image set off can be concrete or abstract. Pay attention not to usurp the subject in processing

contrast: This is a form of transformation of contrast, which can be called contrast, that is, from the negative contrast, the subject can get a stronger performance in the contrast. The contrast part can be concrete or abstract. In direct expression, we can also use the method of changing the subject image to make its main characteristics more prominent, among which induction and exaggeration are commonly used

induction: induction seeks clarity through simplification, while exaggeration seeks prominence through change. The common point of the two is to make some changes 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 technique in Chinese folk paper cutting, clay toys, shadow play modeling and foreign cartoon art. This technique of expression is full of romantic interest. The exaggeration of packaging pictures generally pays attention to the cute, vivid and interesting characteristics, rather than the form of ugliness

exaggeration: generalization seeks clarity through simplification, while exaggeration seeks prominence through change. The common point of the two is to make some changes to the subject image. Exaggeration is not only a choice, but also emphasized, which makes the subject image unreasonable, but reasonable. There are many vivid examples of this technique in Chinese folk paper cutting, clay toys, shadow puppet modeling and foreign cartoon art. This technique of expression is full of romantic interest. Generally, the exaggeration of packaging pictures should pay attention to the characteristics of cute, vivid and interesting, rather than the form of ugliness

close up: This is a processing technique of taking big things and giving up big things, and expressing the whole in part, so that the characteristics of the main body can be more concentrated. Pay attention to the locality in the design

2. Indirect expression

indirect expression is a relatively internal means of expression. That is, it does not appear in the object itself, but with the help of other related things to express the object. This technique has a broader expression, and is often used to express a certain attribute or brand, idea, etc. of the content in the idea

as far as products are concerned, some things cannot be expressed directly. Such as perfume, wine, washing powder, etc. This requires indirect representation. At the same time, many or directly expressed products. In order to obtain novel, unique and changeable performance effects, they often seek innovation and change from indirect performance

the indirect means of expression are metaphor, association and symbol

metaphor: metaphor is to compare this thing with other things. It is a technique of some and other. The metaphorical elements used must be the specific things and images that most people understand together. Point the pointer to the 300 (150) J scribed line, which requires the designer to have rich life knowledge and cultural cultivation

Association: association method is to guide the viewer's understanding to focus in a certain direction with the help of a certain image, and the association generated by the viewer will supplement what is not directly explained on the screen. This is also a way of expression from some to others

when people watch a design wound, they do not simply accept it visually, but always have certain psychological activities. The consciousness of certain psychological activities depends on the performance of design, which is the psychological basis of the application of association method

the media image used by the association method is more flexible than the figurative 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 concrete flowers, from tadpoles to frogs, from pyramids to Egypt, from fallen leaves to autumn, and so on. We can also think of mountains and rivers from the abstract wood grain, the horizon to the horizon, the green to the grassland and forest, and the flowing water to the passing time. 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 condensing in the form of expression. In packaging and decoration design, it is mainly reflected in the expression of a certain meaning of a brand and the abstract attributes of a commodity based on the common understanding of most people. Image method is similar to metaphor and association method, which is more rational and implicit. For example, the great wall and the Yellow River symbolize the Chinese nation, the pyramids symbolize ancient Egypt and civilization, the maple leaves symbolize Canada, and so on. As a symbolic medium, the expression of meaning should have a permanence that cannot be changed arbitrarily. In symbolic expression, the symbolic use of color is also very important

decoration: in terms of indirect performance, some gift packages often do not directly use metaphor, association or symbolic techniques according to the introduction, but use decorative techniques. This "decorative" should pay attention to a certain directivity, and use this nature to guide the viewer's feelings

IV. form of expression

the form and technique of expression are to solve the problem of how to express. Form is an external weapon, a specific language of design expression, and a visual communication of design. The consideration of the form of expression includes the following aspects:

how to design the main graph and non main graph; Using photos or painting; Concrete or abstract; Realistic or freehand; Induction or exaggeration; Whether a certain process form is adopted; Area size, etc

how about the general tone of color; How to grasp the hue, lightness and purity of each part of the color block, the relationship between different color blocks, and the area change of different colors

how to design the font of brand and product name; What is the size of the font

how to deal with the location arrangement of trademarks, main text and main graphics; What is the relationship between the parts of form, color and character; With what kind of arrangement to form

whether auxiliary decorative treatment is required; How to consider the use of gold, silver, texture and texture changes, etc. These should be carefully considered in the whole process of formal consideration

reprinted from: packaging design