(5) The contrast of lust in color use is mainly to emphasize its elegance by highlighting it. This kind of vulgar expression is carried out with the "dirty" and disorder of color (in fact, it is originality. Some Western oil paintings are very concerned about this type of expression - that is, modern abstract art). This kind of composition is either a symbolic disclosure of the theme or a service for the theme of "Lotus." To make it a little red in the bush. For example, on a packaging screen, it looks like a bunch of random colors or thrown on it. Then quietly side by side or in the finely articulated theme. This is a very interesting thing. In addition to packaging, even book bindings, advertisements, posters on posters, and casual columns on TV have all been tried.
(6) Contrast of contrast in color use. This contrast contrast is essentially the contrast effect formed by different pigments themselves. This contrast effect is generally expressed in the following ways: light and dark contrast (or contrast between yin and yang), like China's light map; contrast between warm and cold, such as red and blue; contrast between movement and sound, such as calm and calm background and lively jumping The contrast of the pattern text: the contrast of lightness, such as the contrast between deep pigment and light pigment.
The above comparison of these colors is entirely due to a way that a pattern needs to be represented by the contrast of different colors, but this pigment is also an indispensable object constituting the entire packaging pattern element, and some patterns are even different. Ingenious combination of pigments. Therefore, in the process of studying packaging design, if you do not pay attention to grasp the contrast between color and color, you can't talk about designing a good packaging pattern.
Second, the grasp of composition skills
Just like the grasp of color techniques, the compositional techniques are more varied, and the relationship between the two is interdependent and mutually expressive. But color is the foundation, and composition is the process and the ultimate goal. So composition is important. In the process, in addition to grasping certain skills, we must pay attention to its visual effects. The effect is the ultimate goal.
(A) grasp of the composition skills
Composition skills, in addition to contrasting skills in the use of color need to learn to master, but also need to consider several comparative relationships. Such as the composition of the thickness of the comparison techniques, the composition of the skills of the far and close comparison, the composition of the contrast of the vegetable skills, static contrast of the composition skills, composition of Chinese and Western skills contrast. Comparing ancient and modern composition techniques.
(1) Thickness comparison of composition techniques: The so-called “thickness contrast†refers to the colors used in the composition process and the style formed by the color composition pattern. In the calligraphy and painting work, we know that there is a work brush and freehand brushwork Or the brushwork and freehand brushwork appear on a single screen (like the Chinese painting master Qi Baishi's paintings of Chinese cabbage and Chinese wolfberry), and this style is often used in the packaging composition. Some contrasts between the main pattern and the foil pattern contrast with the contrast between the main pattern and the foil pattern; some are the contrast between the center pattern and the background pattern; some are rough and sweeping, and the other side is exquisitely fine and delicate; some use the wild grass calligraphy to replace the pattern. This can be seen anywhere and anytime in some alcoholic and food packaging. Such as the missed brand dumplings and Ploen shampoo shampoo is like this.
(2) Comparing the distance between the composition techniques and landscape paintings, the landscape of the landscape paintings of Chinese paintings is studied in the medium and long-range perspectives. In the design of the packaging drawings, in the design of the packaging drawings, the same principles should be used for the composition layers of several kinds of screens. The so-called near, is the most eye-catching part of a picture, also called the first visual impact, this most eye-catching is also the most important content to be expressed in the packaging pattern, such as the earliest used instant noodles packaging, the first Into the eyes of people is the Shuanghui trademark in the blank background and the large Shuanghui word (ie close shot) of the white variety in the background of dark red squares, which in turn is the main character of the smaller “Fried Beef Noodlesâ€. (It should be said that the second line of sight, also called the middle view), is again the product picture (also called the third line of sight, bounded by the middle view) that expresses the contents of the package. Then there is an auxiliary corporate mascot slogan. Performance clarification, corporate logos, etc. This obvious sense of hierarchy is also called the three-step visual principle. It shows the most to be expressed at the same time as people take a look at the habit of viewing a still-still picture from top to bottom and from right to left. The theme section. As a designer, at the beginning of the creation of the painting, the production should first understand the theme of the appeal, and create an atmosphere of stardom and support for the moon. So that the image of my equipment design is like a powerful magnetic force tightly pull the sight of the camper.
(3) Contrast density of composition techniques: Speaking of the contrast of compositional techniques, this is very similar to the complication of the use of color, and it is also the same as the whitishness of Chinese paintings. That is, the place where the pattern is concentrated must be diffused. The foils should not be concentrated or spread. Reflect a kind of density coordination, clear rhythm, Zhang Youxi and show emptiness. At the same time without losing the theme. Recently, I saw a lot of packaging design, the entire screen is dense, colorful, from the background pattern to the theme of the pattern is a very heavy color performance, people feel pressure and can not pass chlorine, so not only can not beautify Products do not promote boredom and lack appetite for the purpose of promoting sales. This is why we did not grasp the contrast between density and density.
(4) Contrast of static motions in framing technique seven: In a pattern, we often find this phenomenon, that is, an explosive pattern or a careless look on the background or surrounding of a name of a packaging theme. In fact, some crazy thick lines, or ribbon-shaped English or patterns, etc., which are intentionally painted, all show a kind of “dynamic†feeling, while the theme names are dignified and the background is light and calm. This kind of scene is the contrast between static and moving. This contrast avoids all the fancy and too static. So the visual effect feels comfortable. In line with people's normal aesthetic psychology.
(5) Chinese and Western contrasts in composition techniques. This contrast often uses the combination of Western cartoons and traditional Chinese techniques or the combination of Chinese sinology art and English in the packaging design. And on the screen, the western people's photos or a certain picture are directly displayed in a realistic manner on the packaging pattern. This form of expression is also a common reference method. This is on children's products, women's socks, and clothing. Or cosmetic packaging often appears.
(6) Comparing the modern techniques of composition: Both Chinese and modern Chinese use ancient times for present purposes. In particular, in order to embody a cultural taste, they often use the classical design, calligraphy, characters, and patterns in the design of packaging designs. On the current packaging, this is the most obvious display on the packaging of wine. For example, the liquor of the "Dream of the Red Chamber" and the liquor and food of the Taijiu Liquor and the Mid-Autumn moon cakes and the black old Peanuts are all reflected and excavated in these aspects. In addition, there are some high-end gift boxes for cosmetics and daily necessities, and their patterns and patterns are also looking for ways of grafting from classical culture. This can give people an antique, elegant and intrinsic pursuit or comfort in one aspect. Therefore, the people are very popular with consumers.
Third, grasp the cultural connotation
A good packaging design must make people feel comfortable and have a pleasing aesthetic psychological satisfaction. Therefore, several aspects of the above-mentioned design techniques are, in the final analysis, to realize people's satisfaction. In addition, the core of this satisfaction must not be less cultural. This cultural connotation is like a person's temperament and cultivation, giving people an inner charm, leaving people with endless room for an aftertaste. The packaging design of the special ham sausage of King Shuanghui Wangzhong fully embodies this feature. The main image of Wang Zhongwang's product represents a sitting lion, in addition to showing that the product is a top-grade product and can be used in the same family. It is also said that Wang Zhongwai and Wang Zhong also show that the Chinese nation is such as the Eastern Lion, disdain for everything, look at the world, and is no longer a waiter for the “sick man of East Asia.†It also shows that the company’s development is booming, full of hope, and it is a growing culture. content. Because this kind of packaging is very interesting. Of course, there are also many packages that only give people a colorful impression. Or just a product name, telling you what's on the line, this kind of packaging or the low level of designer, itself is not a high-level literary person, even more, this product itself is not on the grade, but also unable to Say high added value, so this package does not contain any vitality. Therefore, production, a good product packaging, or need to inject certain cultural connotations, especially on behalf of the product corporate culture connotation, or the pursuit of corporate philosophy: either there is a certain symbolic meaning, explain what a problem: either implied The point of appeal, what kind of revelation is given to people, or that represents a company's special color, special words, or represents the product is a property. If a packaging design does not have the above-mentioned, it is not a successful packaging design, so I said that in the other article, the author once again strengthened the designer's basic qualities and made it necessary for the designer to read the book. Cultivation, improve the aesthetic level, can be designed to be popular with good packaging works.
In short, the packaging design skills, in addition to the need to grasp the aspects of color, pattern and cultural connotation, require designers to learn from life, learn from the masses, learn from the market, and constantly understand and study the consumer's The needs and aspirations, the practicality of people’s lives, and the alignment of aesthetics and enjoyment of life, are the only ways that product packaging design can continuously improve to a new level, sublimate to a certain new level, and can promote products under market economy conditions. Play an important positive role in promoting.