Three elements of shape composition materials in p

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Three elements of packaging design: shape, composition and materials today, with the economic globalization, packaging and commodities have been integrated. As a means to realize commodity value and use value, packaging plays an extremely important role in the fields of production, circulation, sales and consumption. It is an important topic that enterprises and designers have to pay attention to. The function of packaging is to protect commodities, convey commodity information, facilitate use, facilitate transportation and promote sales. As a comprehensive discipline, packaging has the dual nature of combining goods and art. A successful packaging design must have the following five key points: shelf impression, readability, appearance pattern, trademark impression and functional characteristics

packaging design refers to the container structure modeling and packaging beautification and decoration design for packaged goods by selecting appropriate packaging materials and using ingenious technological means. We can see the three elements of packaging design

shape elements

shape elements refer to the shape of the display surface of commodity packaging, including the size, size and shape of the display surface. There are three forms we see in our daily life, namely, natural form, artificial form and accidental form. However, when we study the form composition of products, we must find a form suitable for any nature, that is, to extract the common regularity, which is called abstract form

as we know, form composition is a form element, or called form element, which is a variety of ever-changing forms formed by certain methods and rules. Form is composed of points, lines, surfaces and bodies. The packaging forms mainly include: cylinder, cuboid, cone, various shapes, combinations of related shapes and various shapes formed by different cutting. The novelty of packaging forms plays a very important role in the visual guidance of consumers. The unique visual forms can leave a deep impression on consumers. The packaging designer must be familiar with the characteristics of the form elements and their expressions, which can be used as the material to express the formal beauty

when we consider the appearance elements of packaging design, we must also understand it from the perspective of the law of formal beauty. According to the principle of formal beauty of packaging design and the characteristics of product functions, various factors are organically and naturally combined to obtain a perfect and unified design image

the formal beauty rules of packaging shape elements are mainly considered from the following eight aspects: symmetry and balance rules, stability and lightness rules, contrast and harmony rules, repetition and echo rules, rhythm and rhythm rules, analogy and association rules, proportion and scale rules, unity and change rules

composition elements

composition is a complete picture that arranges trademarks, graphics, words and combinations on the display surface of commodity packaging. The combination of these four aspects constitutes the overall effect of packaging and decoration. If the trademark, graphics, words and colors of the composition elements of commodity design are used correctly, appropriately and aesthetically, they can be called excellent design works

1. trademark design

a trademark is a symbol, a symbolic image of enterprises, institutions, commodities and various facilities. Trademark is a kind of related arts and crafts, which involves politics, economy, legal system, art and other fields. The characteristics of a trademark are determined by its function and form. It needs to express the rich content in a simpler and more general form in a relatively small space, and the observer needs to understand its internal meaning in a short time. Trademarks can generally be divided into three forms: text trademarks, graphic trademarks and trademarks combining text and graphics. A successful trademark design should be an organic combination of creative expression. Creativity is the synthesis, analysis, induction and generalization of a certain idea according to the design requirements. Through philosophical thinking, it turns abstraction into image, and gradually transforms the design concept from abstract appraisal performance into concrete image design

2. graphic design

the graphic of packaging decoration mainly refers to the image of the product and other auxiliary decorative images. Graphics, as the language of design, is to express the internal and external components of the image and convey the information to consumers in the form of visual image. To achieve this goal, the accurate positioning of graphic design is very critical. The process of positioning is the process of getting familiar with all the contents of the product, including many factors such as the nature of the commodity, the meaning of the trademark, the name of the product and the current situation of similar products

graphics can be divided into physical graphics and decorative graphics

real object graphics: they are represented by painting techniques, photography, etc. Painting is the main form of packaging decoration design. It draws pictures according to the needs of the overall conception of packaging to serve goods. Compared with photography, it has the characteristics of freedom of choice, refinement and generalization. The painting technique has strong intuition and strong appreciation interest. It is a means to publicize, beautify and sell goods. However, the commerciality of commodity packaging determines that the design should highlight the real image of commodities and give consumers an intuitive image. Therefore, using photography to express a real and intuitive visual image is the best expression of packaging and decoration design

decorative graphics: there are two expression methods: concrete and abstract. The patterns of figurative figures, landscapes, animals or plants can be used as the symbolic graphics of packaging to express the contents and attributes of packaging. Abstract techniques are mostly used for freehand brushwork. Abstract geometric patterns, color blocks or texture effects of points, lines and surfaces are used to form the picture. It is concise, eye-catching and has a sense of form. It is also the main expression of packaging and decoration. Usually, the concrete form and abstract expression are not isolated in the packaging and decoration design, but combined with each other

the dialectical unity of content and form is a universal law in graphic design. In the design process, according to the needs of graphic content, it is the basic requirement of packaging designers to select corresponding graphic expression techniques to make graphic design achieve the unity of form and content, and create applicable, economic and beautiful decoration design works that reflect the spirit of the times and national style

3. color design

color design occupies an important position in packaging design. Color is an important factor to beautify and highlight products. The use of packaging color is closely related to the conception and composition of the whole picture design. Packaging color requires planarization and evenness, which is highly summarized by color filtering and refining. It is based on people's Association and color habits. It is a means of packaging art to exaggerate and change color. At the same time, the color of the packaging must also be controlled and restricted by the process and materials to large power battery enterprises, uses and sales regions

the colors in packaging and decoration design should be eye-catching, with strong contrast and strong attraction and competitiveness, so as to arouse consumers' desire to buy and promote sales. For example, food and bright and rich colors, mainly warm colors, highlight the freshness, nutrition and taste of food; Medicine and pure cool and warm colors; Soft mid tone commonly used in cosmetics; Blue, black and other calm color blocks are commonly used for hardware and mechanical tools to show the characteristics of firmness, precision and durability; Children's toys often use bright pure colors and various color blocks with strong contrast between cold and warm to meet children's psychology and hobbies; Sporting goods mostly use bright and loud color blocks to increase the feeling of activity and sports... Different goods have different characteristics and attributes. Designers should study the habits and hobbies of consumers and the changing trends of international and domestic popular colors, so as to continuously enhance the awareness of color sociology and consumer psychology

4. text design

text is a symbol to convey ideas, exchange feelings and information, and express the content of a subject. The first step in commodity packaging is to take the resource-saving development path. Brand name, product name, description, advertising text, manufacturer, company or distribution unit, etc. reflect the essential content of packaging physical layer configuration technology. When designing the packaging, these words must be considered as a part of the overall packaging design

the key points of text design in packaging and decoration design are:

the text content is concise, true, vivid, easy to read and remember; The font design should reflect the characteristics, nature and uniqueness of the commodity, and have good identification and aesthetic functions; The arrangement of words and the overall design style of packaging should be harmonious

material elements

material elements are the texture and texture of the material surface used for commodity packaging. It often affects the visual effect of commodity packaging. The best effect of commodity packaging can be achieved by using the surface changes or surface shapes of different materials. Packaging materials, whether paper materials, plastic materials, glass materials, metal materials, ceramic materials, bamboo and wood 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 element is an important part of packaging design, which is directly related to the overall function and economic cost of packaging, production and processing methods and the recycling and treatment of packaging waste

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