The concept of packaging design and the text layout of packaging design
Idea is the soul of design. It is difficult to formulate formulas such as fixed conception methods and conception programs in design creation. Most of the creations are from immature to mature. In the process, it is certain that some or some are negated. It is a normal phenomenon to modify some or add some. The core of the idea is to consider what to manifest and how to express two problems. Answering these two questions is to solve the following four points: performance focus, performance perspective, performance techniques and expressions. Just like combat, the focus is on attacking the target. The angle is the breakthrough. The technique is tactics, and the form is weapon. Any one of the links will not be handled well.
First, the performance focus
The focus is on the concentration of performance content. The packaging design is carried out within a limited picture, which is a spatial limitation. At the same time, the packaging is in the short-term time for the purchaser to know, which is a limitation of time. This time and space restriction requires that the packaging design cannot be blindly pursued, and that everything is put in place and nothing is equal.
The key points are to compare and select relevant information on commodities, consumption and sales. The basic point of selection is to improve sales. The relevant items identified in the following are listed for reference.
The trademark image of the product, the meaning of the brand;
The functional utility of the product, the texture attribute;
The origin of the commodity, local factors;
The background of the sale of the commodity, the object of consumption;
The difference between this product and the current product;
The condition of the same packaging design of the commodity;
The product has a total of its characteristics and so on.
These are the media materials for design ideas. Design as much as possible to understand the relevant information, compare and select, and then determine the performance focus. Therefore, designers are required to have a wealth of knowledge about the goods, markets, and life, and the accumulation of cultural knowledge. The more you accumulate, the wider the world of ideas, the more roads there are, and the more important the choices are.
The main choices include the trademark grade, the commodity itself and the consumer object. Some products with famous trademarks or grades can use the brand name as the performance focus: some products with more prominent characteristics or packaging of new products can be focused on the product itself; some products that are highly targeted to users Packaging can focus on the consumer. Among them, the performance-oriented performance has the greatest performance, which is discussed later. In short, no matter how you perform, you should focus on conveying clear content and information.
Second, the performance angle
This is the deepening after determining the form of expression, that is, there must be a specific breakthrough after finding the main target. If the trademark or brand is the focus of performance, is it the expression of the image, or the meaning of the performance of the brand? If the product itself is the performance focus, is it to express the external image of the product, or to express some inherent property of the product? Is it a common component or a functional utility? Things have different perspectives of understanding, and they are more focused on one aspect of performance, which will benefit the clarity of performance.
Third, the performance techniques
Just as the performance focus and performance angle are like the goal and the breakthrough, the performance technique can be a tactical problem. The focus and perspective of performance is mainly to address what is being expressed. This is only half of the problem solved. Good performance techniques and expressions are the vitality of design.
No matter how it behaves, it is a certain characteristic of expressing content and expressing content. In a broad sense: Everything must have its own particularity, and everything must be related to something else. Thus, to represent a thing and to represent an object, there are two basic methods: one is to directly represent certain features of the object, the other is to indirectly rely on certain features of the object, and the other is indirectly The other things in the customs show things. The former is called direct performance, the latter is called indirect performance or by performance.
1, direct performance
Direct performance means that the performance focus is on the content itself. Including the appearance of its appearance or use, usage and so on. The most common method is to use photographic pictures or open windows to express.
In addition to objective direct performance, there are some direct expression techniques that use ancillary methods.
Set off: This is one of the auxiliary methods, which can make the main body more fully expressed. The image of the setting can be figurative or abstract, and don't take care of it.
Contrast: This is a form of transformation that can be called a contrast, that is, from the opposite side, the main body is more strongly expressed in the contrast contrast. The contrast can be figurative or abstract. In direct performance, the main features can be more prominent by changing the image of the subject. Induction and exaggeration are the more common methods.
Induction: Inductive is to simplify and seek for clarity, and exaggeration is to highlight changes. The commonality of both is to make some changes to the main image. Exaggeration not only has some choices, but also emphasizes that although the main image is unreasonable, it is sympathetic. This kind of technique has many vivid examples in folk paper-cutting, clay toys, shadow play and foreign cartoon art. This kind of expression is full of romantic interest. The exaggeration of the packaging screen is generally focused on the cute, vivid and interesting features, and should not be in the form of ugly.
Exaggeration: Inductive is to simplify and seek for clarity, and exaggeration is to highlight changes. The commonality between the two is to make some changes to the image of the subject. Exaggeration not only has some choices, but also emphasizes that although the main image is unreasonable, it is reasonable. This kind of technique has many vivid examples in folk paper-cutting, clay toys, shadow-shaping and foreign cartoon art. This kind of expression is full of romantic interest. The exaggeration of the packaging screen should generally pay attention to the characteristics of cute, vivid and interesting, and should not adopt the form of ugly.
Close-up: This is a big deal, with a partial representation of the overall processing techniques, so that the characteristics of the subject are more concentrated. Pay attention to the locality in the design.
2. Indirect performance
Indirect performance is a relatively intrinsic expression. That is, the object itself does not appear on the screen, but the object is represented by other related things. This technique has a broader performance and is often used to express certain attributes or brands, ideas, etc. of the content.
As far as products are concerned, some things cannot be directly expressed. Such as perfume, wine, washing powder, etc. This needs to be handled by indirect expression. At the same time many or direct performance products. In order to obtain novel, unique and varied performance effects, they often seek new and change from indirect performance.
Indirect expressions are metaphors, associations, and symbols.
Metaphor: The metaphor is that it is a matter of comparison with this thing. It is a metaphorical component that must be the specific thing and specific image that most people know together. This requires the designer to have a richer life knowledge. And cultural accomplishment.
Lenovo: The idea of â€‹â€‹joint thinking is to guide the viewer's understanding with a certain image to concentrate in a certain direction, and the association generated by the viewer complements the things that are not directly explained on the screen. This is also a way of expressing performance. When people watch a design wound, it is not just a simple visual acceptance, but always produces certain psychological activities. The awareness of certain psychological activities depends on the performance of the design, which is the psychological basis for the application of the joint idea. The medium image used by the joint idea is more flexible than the metaphor image. It can be figurative or abstract. Various concrete and abstract images can cause people to associate with each other. People can think of happiness from figurative flowers, from frogs to frogs, from pyramids to Egypt, from fallen leaves to autumn and so on. It is also possible to think of the mountains and rivers from the abstract wood grain, from the horizon to the sea of â€‹â€‹heaven, from the green to the grassland forest, from the flowing water to think of the lost time. The ice on the window will make people associate.
Symbol: This is a transformation of metaphor and association. It is more abstract in the meaning of expression and more condensed in the form of expression. In the packaging and decoration design, it is mainly reflected by the common understanding of the majority of people to express the meaning of the brand and the abstract attributes of a certain commodity. The photo film method is contrary to the metaphor and the joint idea, and is more rational and implicit. For example, the Great Wall and the Yellow River symbolize the Chinese nation, the pyramid symbolizes Egypt's ancient civilization and civilization, and the maple leaf symbolizes Canada and so on. The symbolic medium should have a permanent meaning that cannot be arbitrarily changed in the expression of meaning. In the symbolic expression, the symbolic use of color is also very important.
Decoration: In terms of indirect performance, some gift packaging often does not directly use metaphor, association or symbolism, but expressively. This kind of "decorative" should pay attention to certain directionality, and use this nature to guide the concept. The feelings of the person.
Fourth, the form of expression
The form and technique of expression are all solutions to how to express. The form is the external weapon, the specific language of the design expression, and the visual communication of the design. Performance considerations include the following:
How to design the main and non-subject graphics;
Use photos or paintings;
Figurative or abstract;
Realistic or freehand;
Inductive or exaggerated;
Whether to adopt a certain process form; how the size of the area is equal.
What is the overall tone of color;
How to grasp the hue, brightness and purity of each part of the color block, how the different color blocks are related to each other, and how the different colors have changes in area. How to design the brand and the product name.
The size of the font. How to deal with the positional arrangement of trademarks, main texts and main graphics
What is the relationship between the shapes, colors, and parts of each other;
It is constructed in what kind of arrangement.
Whether it is necessary to carry out auxiliary decoration treatment;
How to consider the use of gold, silver and texture, texture changes, and so on. These are all to be specifically scrutinized in the whole process of formal consideration.
Text layout of packaging design
In addition to the font design, the formatting of the text is another important factor in the formation of the packaging image. The orchestration process not only pays attention to the relationship between words and words, but also pays attention to the relationship between rows and rows, groups and groups. The text layout on the package is considered as a whole in different directions, positions, and sizes. Therefore, it is possible to produce a richer variety of forms than general bookbinding and ad text layout.
In addition to paying attention to the thickness, kerning, and area adjustment, the line spacing and kerning should be significantly different. The more standardized text layout is generally four-thirds of the line spacing. The textual relationship with decorative changes can be flexible.
The basic requirements of the packaging text layout design is based on the attributes of the content, the main and minor of the text itself, starting from the whole, grasping the focus of the arrangement. The so-called key point does not necessarily mean a certain part, but it can also be a trend or characteristic of the overall image.
As for the changes in the format of the arrangement, it can be changed. There is no certain pattern, but it can be divided into the following common types according to the second chapter: horizontal form, vertical form, round row form, conformal form, step form, staggered. Form, grass row form, concentrated form, corresponding form, repeated form, pictographic form, axis form, etc. In addition to the individual use, the various forms can also be combined with each other, and more forms can be evolved in the actual arrangement.
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