The original purpose of packaging is to make the goods not damaged in the course of transportation and easy to store. Modern packaging, in addition to these basic purposes, has gradually become an indispensable part of product design. With the intensification of commodity competition and the increasing demand for personalized commodities, the role of packaging has become increasingly obvious.
Excellent packaging design can improve the value of goods and induce consumers'desire to buy. With the popularization and development of supermarket circulation mechanism, customers buy by themselves. The charm of commodity packaging design has become an important factor to promote purchase. For consumable consumer goods, packaging plays a promotional role in particular.
The visual design of packaging is similar to other visual communication designs in design methods and steps. Packaging design must also be based on market research, positioning from three aspects of producers, commodities and sales objects, choosing appropriate packaging materials, designing packaging structure first, and then arranging and designing visual elements such as text, logo and image according to the appearance layout provided by packaging structure, so as to achieve full accuracy of information content and pleasant appearance and image. Eye, rich in brand personality characteristics.
In the modern international market, the use of commercial photography packaging design is increasing. It conforms to the emergence and development of self-service marketing mode in the international market, to the customer's requirement to "truly" understand the psychology of products, and to the requirements of large-scale social industrial production. Make the picture of packaging design have intuitive, fast and accurate reflection of the inner things, and reach the perfect level on its image, texture and color, even beyond the original product situation. Modern technology and the growing development of electronic plate-making and printing technology have provided packaging visual communication design with a higher material means than the realistic expression of things, together with ingenious design ideas, so that commodity packages. Dress more charming. The main tone of packaging design should be considered according to the content. Starting from the inherent color of the commodity, the method of strengthening or weakening, or comparing or harmonizing can be adopted to better highlight the publicity effect of the commodity and enhance the competitiveness of the commodity.
It is common to use the background color as the main tone to process the packaging picture. The other colours on the screen need to be properly arranged according to the main tone. The treatment of their own colours will inevitably lead to disorder, which will not highlight the theme and lose the sense of integrity. Especially when there are contrasting colors on the screen, we should pay attention to the two contrasting colors, the size of the area should not be too uniform, the purity or brightness should not be too close, so that it can achieve both contrast (including color, brightness, purity contrast), and a sense of unity. Sometimes when it is not suitable to weaken the contrast, it can also be treated with black, white, gold, silver, gray and other neutral colors, which not only keeps the contrast, but also achieves the effect of harmony and unity.
Essentially, packaging design is transmitted through people's vision. Visual elements and design language are popular all over the world, and with the progress of the times, the transmission level of visual elements and design language is getting higher and higher. Especially in countries with high cultural level and developed countries, less and less words are used as advertising words. Modern technology has enabled people to transmit images directly and quickly.
On the one hand, consumers are becoming more and more knowledgeable and their living standards are constantly improving, which makes people want to choose more varieties. On the other hand, consumers are confused by the numerous commodities on the market. For designers, it is necessary to study more accurate, rapid and concise delivery of packaging. The design effect should be immediate, so that their product packaging quickly "close" to consumers, in order to help manufacturers attract more customers.
To understand the psychology of customers in the market, it is necessary to predict how consumers can differentiate "this" commodity from "that" commodity in terms of packaging appearance characteristics, and have the design skills that can impress people with visual elements and design language.
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