Product packaging design skills

At present, the quality of many commodity packages is not high, consumers are not satisfied with them, and thus directly affect the sales of goods. This can not be said to be a sad business or manufacturer. This is mainly because the quality of product packaging designers and the level of design do not go, so that the quality of packaging design is not high. The taste of packaging design is mainly grasping the skills of packaging design. Then, where should the skills of mastering packaging design begin? There are three main points: one is the grasp of color techniques; the second is the grasp of composition techniques; the third is the grasp of cultural connotations.

First, grasp color skills

Color techniques should be noted from the following points: First, the relationship between color and packaging; and second, the contrast between color and color. These two points are the key to the use of color.

(A) The color and the care of the packaging should be revealed or reflected in the inner packaging by the color of the external packaging. If we enter the store, many commodities do not reflect this relationship of care, so that consumers can not think of the packaging products Therefore, the product can not play a positive role in the promotion of sales, normal external packaging color should grasp the following characteristics;

(1) In terms of industry, the normal color of food is its main colors, yellow and pink, giving people warmth and closeness. Among the teas, many are green, beverages, many are green and blue, alcoholic drinks, and pastries are mostly made of big red, and children's foods are made of rose-colored ones. The main colors of daily-use cosmetics are mostly rose, pink, and pale. Green, light blue and dark brown are the main products. Clothing, footwear and hats are mostly dark green, dark blue, brown or gray in order to highlight the heavy, elegant and elegant beauty.

In terms of performance characteristics, for foods, cakes and pastries use golden, yellow and light yellow to give people the impression that people have flavors. Teas, beer and other beverages use red or green, which symbolizes the richness and aroma of the tea; tomato juice, Red apple juice is used to indicate the nature of the product.

(B) the contrast between color and color

This is a lot of commodity packaging is the most easy to perform but not easy to grasp things, often popular in Chinese calligraphy and painting a word, called the airtight, sparse can run, in fact, is a comparison. In packaging design, this contrast relationship is very obvious and very common. There are generally the following aspects of the comparison: the use of color depth contrast, the use of light and heavy contrast, the use of color to face the point, the use of the simplification of the color contrast, the use of the vulgar contrast of the color, the use of color contrast contrast.

(1) The contrast of the color used. This is the most frequently used and most widely used color in packaging design, and it is very common in many graphic designs. The contrast between shades refers to the fact that two colors, shades of color, appear on the screen at the same time in the design, resulting in a more coordinated perspective. If a large area of ​​light-colored bottom is laid out, use a dark composition, such as a light yellow bottom, and use brown color to compose a picture, or use a light yellow or white pattern line in a brown color block; for example, use a light green bottom; Dark green composition; Pink bottoming; Large red composition; Light gray bottoming; These are the contrasts of the color used. This type of packaging design is applied to some cosmetic packaging or wine packaging. The visual effect it presents is bright, simple, gentle and elegant.

(2) The use of color contrast. This is also one of the important reproduction methods in the use of packaging colors. This contrast, often with a light and elegant background to bring out a dignified pattern, or in the dignified motif of the performance of light and elegant packaging theme, trademarks or advertising. In this contrast, the pigments have a harmonized color contrast and a cool and warm color contrast. The method of harmonizing the color contrast is often light green to dark green; light yellow to dark coffee; pink to red, etc., while the contrast between cool and warm colors is black With white, red and blue and so on.

(3) The point of color used to face ratio. This contrast, mainly in the design process of a packaging picture, using pigments from a center or focus point to the overall picture contrast. In daily life, we can see from the washing cosmetic products on a product packaging box, the entire area is clean, there is a very obvious heavy color box in the middle, and then the package is reflected from the small square screen. The brand name and name of the material content are both the combination of point and face, and the contrast between big and small.

(4) Contrast of simplification of color usage. On the packaging bag, the lower part is a complex instant noodles physical pattern, the top is a clean green, prominent prominent "100" words, it is simple and simple, but the ingenuity independently put emphasis on thinking.

(5) The use of color in the comparison of lust. The common way of expression is to use the "dirty" and disorder of color. This kind of composition either symbolically reveals the theme or serves the theme. In addition to packaging, the book's bindings, advertisements, posters on posters, and casual columns on TV have all been tried.

(6) Contrast of contrast in color use. It is the contrast effect formed by the difference of many pigments itself. This contrast effect is often expressed in the following ways: contrast between light and shade, contrast between warm and cold, such as red and blue, and contrast between motion and quiet, such as the contrast between calm and calm background and lively pattern text: contrasts, such as deep pigmentation and lightness. Pale color contrast and so on.

The comparison of the above-mentioned colors is entirely a pattern that expresses one way through the contrast of different colors, but this pigment is an indispensable object that constitutes the entire packaging pattern. Therefore, if the packaging design is studied, if you do not pay attention By grasping the contrast between color and color, it is impossible to design a good packaging pattern. (to be continued)