Basic principles of graphic design, printing design and packaging design
Packaging decoration is a graphic design attached to the three-dimensional packaging, and is the visual image on the appearance of the packaging, including the composition of text, photography, illustrations, patterns and other elements. Some carton faces are a whole reflecting the product information, but as the six faces of a carton, it is a partial image. Similarly, the design of container labels not only focuses on the design of a label, but also cares about the shape of the label and the container, and the relationship between the label and the label. Therefore, the design of packaging and acting is very similar to advertising design in some aspects. However, it should also pay attention to other aspects. Make the whole package form a whole.
1. Design of the main exhibition area
If a carton has six sides. Usually need to decorate five sides (no need to decorate the bottom side). One container has one to three stickers. Up to five or six. They are not treated equally. With the different exhibition area. In order to be able to attract the sight of bow toll collectors. And decide the main exhibition design. The main exhibition always appears on the side facing consumers. According to its positioning method, consider the discharge position of the brand name, product image, manufacturer, etc. It's clear at a glance. Because the area of ​​the main exhibition area is relatively small. At the same time, it is a commodity image. Decorated pictures should quickly introduce the goods to consumers. Directly using words and close-up images. In the same category of products, first of all, the main exhibitions often show eye-catching brand names and trademarks; several fresh and delicious fruits appear. A tempting drink, a strand of long hair fluttering in the wind. Even the method of opening the skylight. Directly display the image of the product. Increase its publicity role. In packaging and decoration design. The main exhibition area plays a leading role in advertising.
Second, the overall design
However, the main exhibition should not be isolated. In the packaging as a whole. It is still a locality. An important part. The packaging is a three-dimensional object. People see the packaging from multiple angles. While considering the main exhibition area. To consider the relationship with other aspects. Consider the overall image of the entire package. Through the coherence, repetition, echo and division between text, graphics and colors. Form the whole composition.
1. A carton package, its front and back become the main exhibition. However, if the width of the side is equal to the main exhibition area, the same design is sometimes used. Become the same "main exhibition". No matter what angle you get a unified feeling.
2. Mainly on the front and back. The side shows the descriptive text of the product's ingredients, functions, weight and instructions for use, shelf life, and the batch number of each competent department. From formal elements and constituent parties. To be connected and different. Produce rhythmic changes. And reflect the guarantee of science and quality.
3. Text, photography, illustrations and patterns are arranged across the face, connecting several faces as a main body. A large "main exhibition". The picture on each side is also complete. This design is displayed in the store. The combination of different sides is used to form a large advertising screen to achieve a strong visual effect and play a POP publicity role.
4. The label of the container is generally divided into body label, chest label, shoulder label, abdominal label, neck label, top label and gaima label. One to three stickers on a container. There are various shapes of stickers. The body, chest, and abdomen are flat, oval, and rectangular. There are shapes determined according to the shape of the container. There is also a circle around the container. The shoulder and neck labels are mostly rectangular, fan-shaped, oval, and round. The number, shape and size of the stickers have a lot to do with the shape of the container. The main label of the container is generally the body label, the chest label, and the belly label. The three are used according to the design needs because the relative area is the largest. Some containers use this label to form a response with the bottle cap. There are also some containers (mainly referring to wine bottles), with decorative shoulder and neck labels, and some combine the top label, neck label and shoulder label together. There is no chest label, abdominal label, and the main label is formed. .
5. The color design of the label is also inseparable from the relationship with the container, the relationship between the label and the relationship with the bottle cap. Pursue the consistency of the background color of the label and the color of the container, and highlight the brand name and graphics. The white container for women's cosmetics, with white stickers, with delicate line borders, elegant black fonts, looks clean and elegant; and the black brandy, with black stickers, golden Romanesque, floral body, Give people a sense of dignity and nobility. Emphasize the color contrast between the label and the container. The background color of the label uses black, white, gold, silver and other more saturated colors to contrast the openness and hue of the container, resulting in a strong and lively effect. It is also a method to directly print trademarks and brand names on containers.
6. The overall design of the packaging is also used in the coordination of the box packaging and the container; the box packaging and the bottle sticker use the same design, but the composition is slightly changed. The large colors of the two are in contrast, but they are also made on the brand name and other fonts Echo; the image of the container appears on the box packaging, and part of the design of the carton is repeated on the container label. All in all, the design of packaging and decoration should focus on a theme, start from the whole, think from the big place, meet the criteria of conciseness, individuality, and beauty, and meet the characteristics and consumption of commodities.
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