The composition of packaging design is a collection of visual images from text to graphics. Graphics can be divided into symbols, patterns, illustrations, photography four, together with the text, can be called five elements of packaging and decoration. The graphic elements with relatively simple forms and images have relatively clear intentional meaning and relatively simple directivity, which is not easy to produce ambiguity. The graphic is from the real image of life, but it does not require that it faithfully reflects the original appearance of the thing, but grasps the nature of the thing through abstraction, generalization, and exaggeration, and makes the information of the graphic image itself simpler. Good for creative service.
Composition elements of packaging design
Words are special symbols used to record and exchange ideas. The words for packaging and decorating include the brand name, company name, product name, descriptive text (including weight, function, usage, precautions, approval number, date of production of the approved production, shelf life, and award record). Of particular note is the standard font. In order to establish a corporate image and a product image, the name of a commercial brand name or company name is standardized so that a group of characters is integrated into a whole. After being registered, it is protected by law. Other companies cannot use it. This is the standard font. This standard font can also sometimes be used as a registered trademark, such as Coca-Cola and Seven-up for drinks. The words used must be concise and easy to understand. Chinese and foreign languages ​​can be used together when necessary. Some packaging uses inkjet technology.
Symbols use various symbols in addition to text in the composition as a sign. One of the most important devaluation marks. In addition, some are marked with the grade of goods, such as the award-winning chapter, the image of the trophy; some are about the protection of goods, such as moisture, shock, anti-theft products and other signs; some are about the use of safety, such as drug labels.
The pattern is usually composed of lines and color blocks, with a rich decorative taste and abstract meaning. In the composition, it can be matched with texts and symbols, and it can be complemented with illustrations and photography to strengthen the connection between the various compositional elements. In text-based composition, if there is only text and no graphics to match, it will appear monotonous. For example, the design of cosmetics is often text-based and supplemented by patterns (or an abstract mechanism or an abstract ribbon), which both receive succinct effects and enhance visual appeal. The invisible figure in the small package of daily chemical products can be designed as a "sales area name."
Illustrations and photography Among the five compositional elements, photography is the most representative, followed by the illustrations, and the degree of representation of words is the lowest, because words are conveyed through special abstract symbols. Of course, in addition to text, symbols, patterns, and other graphics also have abstract factors, but the boundary between abstraction and figuration between each element is not absolute. The fine depiction of the illustration can be equivalent to the degree of realism in photography, and the special treatment of photography can also reach the mood of the illustration. Similarly, the pattern can be symbolized, the symbol can also be patterned, and the composition of the pattern can also obtain the effect of the illustration.
Although the five kinds of compositional elements have their own roles, they do not require five things for specific composition. In general, words are indispensable. Symbols must also be trademarks. Patterns can be used in conjunction with each other. Illustrations and photography should be appropriately selected according to needs and possibilities.
In the final analysis, the designer can grasp his good ideas in order to better convey his ideas and ideas and allow the audience to understand and accept them. Using people's generally familiar image elements to create ideas can enable people to more quickly generate cognition and association, grasp the designer's intentions, make the information conveyed more clear, and communicate more easily. Many good graphic ideas are based on the "elements" that are common in everyday life. They are cleverly combined and changed to create unusual meanings.
Composition techniques and space
Any plane design has the interdependence of positive and negative space. Under normal circumstances, people are only interested in the positive space on the plane—text and graphics. Liu has no negative space for visual images, and it is usually considered useless. The blanks are easily overlooked. If we regard blank as a visual pause, it is like a short pause in a piece of music. It is a setback to the former song. It is the promotion of the latter song. It is the transition from the beginning to the end. The conceptual and meaningless gap will disappear. It becomes an effective space to convey visual information.
From the aesthetic point of view, the negative space-intangible part has the same important significance as the tangible part of the positive space-text, graphics, etc. Without negative space, there can be no corresponding positive space. The good negative space in the composition plays a role in enhancing and strengthening the theme. Therefore, in the composition design, we must not only pay attention to the tangible performance, but also to weigh the intangible part, to deal with the space shape, size and mutual proportional relationship, so that space reflects the composition of the style.
From the aesthetic point of view, repeated reflection -. A rhythm, a rhythm, an organization, a change, and a certain degree of mutual alternation - in the entire plane, through the repeated use of the same elements, makes the product reflect a certain style characteristics, resulting in an unusual sense of beauty . However, in order to avoid the monotonous feeling that may be caused by repetition, in practical use, it can be found from a repeated basic form of positive and negative form; or from the arrangement of figures, font size, direction, quantity, etc.; or From the color, mechanism and other processing to find the changing factors. (to be continued)