Abstract: Packaging design is the design of the finished product container and the structural appearance of the packaging. It uses a certain design concept to give the packaging a special meaning, thereby attracting consumers' attention and ultimately establishing a brand image. This article briefly discusses several issues that should be paid attention to in packaging design.
Keywords: packaging design; humanization; national culture;
[Chinese Classification Number]: TS206.2 [Document Identification Code]: A
[Article number]: 1002-2139(2012)-16-0-01
In recent years, the added value of packaging design has become more and more obvious in the value of goods, and there are many design methods for packaging design. In this way, how to adapt packaging design to the development of the times, and adopt appropriate design methods according to the characteristics of the product, so that the packaging design effect is not only in line with the nature of the product, but also recognized by the majority of consumers, is an issue worthy of our in-depth discussion.
1. Promote the concept of humanized packaging design
There is no doubt that the era of design has arrived. In this case, humanized packaging design should be regarded as the first element. Make humanized design reflect the essential characteristics of "designing for people". Excellent humanized design works are what the public really wants. They can communicate with people and improve consumers' taste, unifying the material value of the product with the spiritual enjoyment of consumers. In turn, the improvement of consumer taste will promote the development of packaging design and encourage packaging companies and packaging designers to continuously improve packaging concepts and technologies. Specifically, the humanized expression of packaging design must first make consumers identify with its basic appeals and emotional expressions, so as to avoid consumers' psychological and physiological barriers. Secondly, humanized packaging design must comply with ergonomics, have a reasonable packaging structure and beautiful shape, taking into account both human needs and the needs of the ecosystem, while taking into account cost, quality, technical feasibility and other aspects.
2. Pay attention to the integration of national culture
National culture provides rich design elements and strong vitality for packaging. Countries in the modern world attach great importance to the role of national culture in packaging design. Integrate. Doing so will improve the recognition of our nation's products in the international market and convey our nation's culture to people around the world. At the same time, it also strengthens the national aesthetic characteristics. For our country's packaging design, if we want to survive and develop under the impact of the world's design trend, we must draw nutrients from national culture. The reproduction of this national style with a sense of the times will surely guide the trend of future packaging design. . However, it should be noted that in the process of paying attention to national characteristics, we must also be good at learning foreign advanced design experience, design concepts and technologies, organically integrating the two, and ultimately forming our own unique style and characteristics. This is not only the link of national cultural inheritance, but also the only way for our country’s packaging design works to achieve internationalization and modernization.
3. Pay attention to series packaging design
In order to keep up with or lead consumers’ consumption concepts, businesses are constantly updating and improving themselves, and series packaging is one of their important means. . Series packaging strategy is a packaging series in which a company produces an overall effect through the cooperation of different design elements in the same series. This helps customers identify the characteristics of the company's products and aims to convey the company's unique style advantages. At the same time, this is also the strength of the company. It is a symbol that strengthens the attractiveness of products to consumers, embodies the spiritual philosophy of the company, and enhances the company's reputation and brand awareness. In addition, while reflecting the unique factors of series packaging, we should pay more attention to the connotation part of the design, that is, we should pay attention to the expression of personality, which also plays a decisive role in packaging design.
4. Strengthen the application of green packaging design
With the continuous development of society, green design is gaining popularity and the development of environmentally friendly packaging has become a historical trend in packaging design. However, as our country The world's largest packaging country has started slowly in green packaging. Therefore, packaging must be designed from the perspective of harmony between man and nature, which is also an important issue for the sustainable development of packaging design in our country. At the same time, green packaging is a complex ecological system issue involving society, economy, and nature. This requires us to not only meet people's use needs when designing packaging, but also maintain the balance of natural ecology, and should take clean production as the concept. , develop and produce new green packaging materials and promote the application of green packaging, which will become an inevitable trend in the development of packaging design in today's world.
5. The application of traditional elements in modern packaging design
Traditional elements are a form of expression of the culture and spiritual connotation of the Chinese nation. Packaging design in the new era cannot ignore our country’s traditions. The existence of cultural factors requires the effective combination of traditional and modern factors through different forms and contents. (1) The application of traditional graphics in modern packaging design. Traditional graphics include auspicious patterns such as cloud patterns, dragon patterns, peonies and flowers. These graphics can be very intuitive forms of expression. By grasping the graphic creativity and communication characteristics, expression elements and application modes, we can cater to consumers' subjective yearnings. The desire for a better life. (2) The application of calligraphy art in modern packaging design. Chinese calligraphy has a history of more than 5,000 years along with the development of Chinese characters. It is an art in itself. On product packaging, there can be no graphics, but text cannot be absent. Integrating calligraphy art into packaging design can give people a strong sense of shock and beauty, thereby winning the love and praise of consumers. (3) The application of folk art in modern packaging design. Traditional Chinese folk art has a significant influence on today's packaging design. Folk art is the crystallization of the wisdom of folk artists and is an art that is extremely close to life. Clever use of folk art achievements in packaging design can create excellent works with deep cultural heritage.
6. Emotional integration in packaging design
Packaging design conveys emotional effects. With the continuous progress of society and the improvement of material conditions, consumers are paying more and more attention to spiritual enjoyment, and their requirements for product packaging design are also getting higher and higher. Integrating emotion into packaging design can achieve excellent design affinity, which will also become an inevitable trend in packaging design. First of all, the emotional rendering effect of packaging color. Color is the most active factor in packaging design and has the strongest impact. The colors used in packaging will make consumers associate, induce various emotions, and change the purchasing psychology. Secondly, design the skeleton support function of graphics. Facing consumers at different levels, choose different packaging graphics to reflect different packaging charms and express different emotional effects. Again, the reinforcing effect of packaging fonts. The fonts in packaging design have a certain emotional color and are one of the important ways to express the emotional appeal of products in packaging design. They can make people resonate emotionally and thus satisfy people's psychological and physiological aesthetic needs.
To sum up, packaging design is the terminal design of a product and is the bridge between enterprises and consumers. How to do a good job in packaging design in the new era is a new question facing every responsible designer. In the process of packaging design, we must make full use of our country's excellent traditional culture, while selecting new materials, new processes, and new technologies, and use advanced technical means to quickly and accurately design packaging products that are full of contemporary flavor that the market needs, so as to To achieve the best form of design - the perfect combination of technology and art.
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