Packaging Design Art (2)

2 Principles of Packaging Design Art

Packaging styling is divided into two categories: inner styling and outer styling. According to the different characteristics of materials used, it can be divided into two kinds of soft and rigid packaging containers. Soft packaging containers are mainly made of soft materials such as paper, plastic film, and fabric. They can be used as internal packaging or as external packaging. Such packaging is easily deformed when exposed to moisture, heat and pressure, but its forming process is simple and its price is low. It is one of the most widely used packaging forms in the market, and its shape is mainly boxes, boxes and bags. The design of rigid packaging containers is based on glass, ceramics, hard plastic, metal, wood and other materials. Its shape is a variety of bottles, cans, boxes, boxes, can be used for internal packaging can also be used for packaging, with good The product protection function is good in shape setting after forming, its weight is heavier than soft packaging, and the process is complex in shape and high in price. It is one of high-grade packaging methods.

The packaging itself is an integral part of the product. It is directly related to the use of the product. The packaging styling is also related to factors such as production process, cost, sales, and transportation. Therefore, the principles and rules of packaging design are not a single form of the principle of beauty. It is a form of container that integrates formal beauty and practical beauty. It is a crystallization of thinking creation that takes into consideration form and function, form and process, form and economy, form and culture, form and consumer. The principle of modeling design can be summarized as four points: scientific, reliability, aesthetic, and economical.

2.1 Formal law

The beauty of packaging design is one aspect of many human pursuits. The principles of all artistic beauty are common, namely the pursuit of "change and unification" in aesthetics. Change and unity are the basic principles and laws of plastic arts. “Change” is the contrastive relationship between “new” and “old”, “beauty” and “ugly”. This kind of contrast relationship changes or re-composes the design elements in modeling. , creating a more beautiful and fresh feeling of difference]. The "change" in the design of packaging containers is by no means simple and arbitrary "identical" or "similar", and "unity" is based on individuality in order to maintain the new nature, creativity, and artistry of "change."

2.2 Shape, Line Contrast and Harmony

In the design of packaging containers, the contrast and harmonization of shapes and lines is very important, because shape and line are one of the most basic elements that make up the outline of the container. It determines the change of the basic shape of the container. In the design of changes in shape and line, the shape of the container body and the characteristics of the line should be determined first, that is, the shape of the container should be mainly a straight line or a curved line, and the main line should be a combination of long or short lines or curved lines. The surface connection formed by the two lines adopts a right-angle transition or an arc-angle transition, or a transition of the decorative line. The processing of these local details sometimes directly affects the shape of the container body.

2.3 Body Mass Comparison and Harmonization

The shape of the packaging container must be considered in the design of the capacity function, and the volumetric sensation of the container shape has a direct relationship with the contour line. Generally speaking, the shape surface is generated by the linear movement trajectory, and the space enclosed by the shape surface is the volume of the packaging. The shape of the enclosure is the shape of the package. The shape of the container is the same as that of the human body, and can be basically divided into three main contrast parts: head (cover), neck, chest and abdomen, and foot. Changes in these parts not only affect the aesthetics of the packaging modeling, but also directly related to the packaging of the sense of volume and the actual capacity.

2.4 Contrast and Reconciliation of Virtual and Real Space

In the packaging design, the actual space occupied by a body is often referred to as a real space, and the space other than a body is referred to as a virtual space. The comparison of virtual reality space in modeling is mainly reflected in two aspects. The first is the size and position of the space occupied by an entity in a certain space and the contrast between the overall virtual space and the entity of the entity. The second is the comparison of the shape and size between the whole and the local virtual space. These contrast relations create a change in the beauty of the virtual space. In the design of container shapes, we must think in the image of a three-dimensional space. While creating a real space shape, we must also pay attention to the contrast between reality and reality in different spatial positions.

2.5 Contrast and reconcile the decoration of lines and faces

The line, face segmentation and decoration on the packaging container are part of the container's shape and play a very important role in the form. Segmentation and decoration are both partial details and overall images, which play an important role in enriching the shape and shape of the container. The line can not only play the role of segmentation, but also can make coordination between different levels. Since the molding line of the container often increases the difficulty of molding, the design must consider the basic level of the manufacturer's mold ability and molding process.

In the container design, the texture is also part of the shape. The texture has visual and tactile properties, such as smooth and matte surfaces, point textures, and linear textures. The visual touch varies. In addition, all kinds of materials have different textures. These materials can be processed by grinding, polishing, engraving, stamping, sandblasting, etching and glazing to create a variety of textures and textures. The segmentation and contrast of the noodles can produce a myriad of package shapes with different morphological changes.

3 Conclusion

In summary, the purpose of the package styling is to stimulate and stimulate the consumer's cognitive purchasing process through its perception and perception of consumers. Commodity packaging can realistically reflect the social economy, science and technology as well as human spiritual pursuits, etc., thereby enabling people to enjoy the beauty. Modeling, as a specific commodity appeal, synthesizes the information that the product needs to disseminate to the consumer, thereby attracting consumers' attention, making consumers interested in the product and further stimulating the desires of their consumers. It generates purchasing behavior.

Source: Packaging Engineering

Author/Zhang Jie [1] Zhou Xu [2]

[1] Beijing Institute of Graphic Communication [2] Zhejiang University of Technology