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.
Some common knowledge of graphic design that must be understood
1. The difference between source files psd, ai, cdr psd files are created with photoshop, of course, must also be opened with photoshop; ai files are Illustrator. They are all from Adobe. Ai files can also be opened with Photoshop, but after opening, they will be loaded in the same layer.
2. About CMYK and RGB color modes CMYK is Cyan (cyan), Mageata (magenta), Yellow (yellow), Black (black), which is the most common color mode used in printing. R, G, and B are the three colors of Red, Green, and Blue (red, green, and blue). The RGB mode is a color combination mode in which the three colors are superimposed as the primary colors to simulate the colors of nature. We use this mode for the colors of color computer monitors and color TVs that we use every day.
3. The biggest difference between vector graphics and bitmaps is that it is not affected by resolution. Therefore, during printing, the graphics can be enlarged or reduced arbitrarily without affecting the clarity of the drawing. Vector graphics: the graphics are drawn according to geometric characteristics. The vector can be a point or a line. The vector graphics can only be generated by software and the file is occupied The internal space is small, because this type of image file contains independent separate images, which can be recombined freely and unlimitedly. Its characteristic is that the image will not be distorted after magnification, has nothing to do with the resolution, the file occupies less space, suitable for graphic design, text design and some logo design, layout design, etc. Aicdr is a vector illustration.
4. The difference between image files jpg, gif, png and bmp bmp: It is a true color picture expressed by dot matrix without compression, which takes up a lot of disk space. Gif: It is compressed and can only represent 256 colors. The disk space is small, and it is often used to demonstrate single-color cartoon patterns. GIF also has a continuous animation. PNG: It is the fireworks picture format jpg: It is also a lossy compression format, but it represents a richer color, generally used To display true-color photos or patterns
5. The size of business cards The standard size of business cards: 90mmX54mm. However, plus 2mm for the upper, lower, left, and right sides of the bleeding, the size must be set to 94x58mm.
6. The problem of providing source files As the designer and client (here referring to the webmasters), the designer has the right not to provide the source files if there is no clear text agreement in advance.
7. What is logo, ci, viVI is the abbreviation of Visual Identity, the Chinese translation is "corporate visual recognition". VI is the static identification symbol of the CI plan and the carrier of the visual transmission of corporate ideas, so it has the most projects and the most direct effects. As a visual recognition, VI is an external performance, although it needs to have a sense of beauty, but VI must be the embodiment of MI, which directly reflects the company's philosophy. Therefore, the VI design includes such principles as to fully convey the corporate philosophy, humanity principles, nationality principles, concise abstraction and dynamic principles, employee participation principles, legal principles, artistic principles and personality principles. CI is the abbreviation of Corporate Identity, which is translated into "corporate image" in Chinese. The CI plan refers to the purposeful, planned and strategic creation of the desired self-image by the company, thereby enhancing the company's social visibility and ultimately obtaining its most suitable business environment. The logo is just a logo for a website or enterprise.
8. The question of logo design fees is very difficult to say. If you are looking for a regular advertising company, 500 to 5000 are normal according to the size of the company. Generally, half a set of VIs (namecard and other commonly used) are included. The service attitude and service quality of large companies are not necessarily better than those of small companies. Now some friends say on the forum that 50 yuan for logo, personally think it is better not to charge a fee. Under such vicious competition, sooner or later the design industry will be brought into the ranks of "migrant workers". One more point, if you like to compare a lot of proposals, it is recommended that you publish the freelancer task, then the price will not be very expensive, and you can get a lot of design solutions. Generally, the reward task of 400 yuan can get about 30 copies. The first draft is still very cost-effective. BTW: The reward task issued by Freelancer is to pay a certain task management fee to the relevant website, generally 20%.
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