The form of modern packaging design is not purely artistic. Compared with general pure art, the unifying and changing relationships of its constituent elements are interlinked. But as a packaging design for practical art, it also has its own specific adaptability and diversity of expression means. When designing, generally note the following:
Pay attention to the combination of form, function and material
The three-dimensional shape of packaging design and the flat treatment of each display surface must be combined with functions and materials. The form should first meet the requirements of content protection and usability, and also pay attention to the combination of the form change and the physical and chemical properties of the selected materials. It should be prevented from consciously falling into a blind form game in design, and form for form. Inappropriate use of form will weaken the power of form and even produce the opposite effect.
Pay attention to the communication of product information
The full handling of packaging can be said to be advertising of the contents. In the design, we must pay attention to the communication function of the packaging, and we must clearly and accurately communicate the product content and product characteristics. If the packaging of the handkerchief is mistaken for the packaging of socks, then the decor is no longer beautiful and innovative, but it also fails. There is of course a difference between form and beauty. It is difficult to imagine a package without formal aesthetic appeal. However, the expression of this beauty should first come from the expression and development of the beauty of the commodity. Cosmetics and hardware have their own beauty; orange juice is beautiful, and ink also has its beauty; the scientific beauty of an electronic calculator and the decorative beauty of a novel women's dress. These can be the resources of the beautiful packaging. The beauty of the shape, structure and material of various commodities can be expressed and played in the treatment of packaging form, which is an important basis for the treatment of packaging form.
Pay attention to different aesthetic understandings of consumer objects
The uniqueness of the packaging form cannot leave the general understanding of consumer objects. Beauty and beauty are the subjective factors of human feelings. People of different ages, different genders, different cultures, different occupations, different nationalities, different countries and the same region often have different aesthetic understandings and tastes. There must be a big difference between the packaging of children's toys and the packaging of elderly products, the packaging of male products and the packaging of female products. I like plain tones. The same is purple, some people feel luxurious, some people feel mysterious. It can be seen that the general packaging form cannot be adapted to all people in the society, and the design should be handled in accordance with the common understanding of specific consumption.
Pay attention to the timeliness of aesthetic changes
The so-called temporality refers to the broad meaning of time, annualization, season and a specific period of time. People's aesthetic tastes often change with the change of time, and designers have to be very sensitive to these.
The change of time brought to the change of aesthetics often has certain opposite characteristics. It is not uncommon for aesthetic standards that are popular in one stage to go to the opposite side in the next stage. From the perspective of the impact of the development and changes of the times on aesthetics, this is very important. In the past, the style of balance and harmony was emphasized. Today, I am more interested in the sense of power and movement, with a strong and rich change. In modern design, it has become a trend to emphasize the breaking of rules and the format of a tablet, and to emphasize the originality and a vibrant aesthetic. The tedious styles of "carved dragon, carved phoenix" and "Rococo" have been replaced by the simple and bright style in modern design. In particular, some time-sensitive products, such as winter products, holiday products, commemorative products, and cosmetic products, have put forward more specific time requirements for packaging, and they must be treated in a specific manner.
Pay attention to the locality of aesthetic changes
Different aesthetic customs in different places. The Japanese do not love lotus flowers, but there are many kinds of lotus images in Chinese folk art; Chinese folks are accustomed to regard owls as ominous things, and some European countries regard it as a symbol of wisdom; China often uses yellow as a wealthy Color, but the Islamic region uses yellow as the color of death; blue is often used to describe the color of demons in Egypt; red is a poisonous mark in the Czech Republic; green is a sign in Turkey, etc. These It's a habit of some different places. China has a vast territory, with east, south, west, north, and middle, cities and rural areas, coastal and inland areas, ethnic minority and Han areas, etc., which have different feelings of form beauty. Therefore, if the packaging design is well adapted to the choice and acceptance of consumers in different places, it is necessary to conduct corresponding investigation and research.
In particular, some products have strong local characteristics, and the packaging design should pay attention to the performance of such local characteristics. For example: Longjing in Suhang, Huadiao wine in Shaoxing, ceramics in Jingdezhen, Gongqian cakes in Beijing, Chinese herbal medicine, chopsticks, four treasures in the study, etc. In the form of packaging design, the local flavor and ethnic characteristics should be fully reflected.
Pay attention to the comparison of the packaging forms of similar products
Pay attention to the comparison of packaging design of similar products, which is an important part of packaging design. The design should clearly emphasize the difference on the basis of the above points, be ingenious, and strive to design novel and unique packaging with unique characteristics.
Judging from the world packaging trends, the 30s and 40s tended to be uniform and cumbersome decorative effects, and the 50s and 60s tended to be simple and simple styles. From the 1970s to the 1990s, there was a new momentum of development. On the basis of conciseness and brightness, the decorating forms paid more attention to rich changes and emphasized loud advertising performance.
It goes without saying that packaging design, as a product marketing method, must pay attention to the competitiveness of the design and seek innovation and change. As for the traditional style of packaging of certain products, there is no sudden reform, and it is also to maintain its certain sales stability. Once this stability is shaken, it must be updated in time. Therefore, the form of packaging should be noticeably distinguished by comparison with similar designs.
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