Graphical Presentation Techniques in Modern Packaging (Part 2)

3 Graphic Factors in Packaging Design

The main purpose of packaging is to make goods suitable for circulation and trigger consumers' purchase motivation. The focus of packaging graphic design is on attraction and content identification. It is the attention that can attract consumers, quickly identifying and easily memorizing relevant information on the products in the package or the association and imagery that the product wants to bring to consumers. The packaging graphics can be divided For the following categories.

3.1 Classification of Packaging Graphics

1) Logo image: The logo is the identity symbol of the commodity packaging in the circulation and sales field. The logo image in the packaging can be divided into several uses according to the purpose: trademark, enterprise logo, quality certification logo and industry symbol. Using a brand or trademark as a product packaging graphic can highlight the brand and enhance the credibility of product quality. Many shopping bags and cigarette packaging designs use this packaged graphical representation, see Figure 1.

2) Product image: The product image displayed on the package has the features of being authentic, intuitive, trustworthy, fast and accurate in information transmission, and commonly used expression methods in packaging graphic design. By means of photography, realistic illustrations, or open skylights, the product performs beautiful visual expressions, enabling consumers to understand the shape, texture, color, and quality of the product directly from the package, thereby creating a strong visual impact and persuasiveness.

3) Raw material image: The appearance of raw materials on the packaging helps consumers understand product features. In particular, the use of distinctive or distinctive raw materials in the product helps highlight the personality of the product and attract consumers. Such as frozen packaging, ice cream packaging on the image of the commonly used raw materials to express their taste, to help consumers understand the characteristics of the product.

4) Production information image: For many products with local characteristics. Origin has become a guarantee and symbol of product quality. For example, wines produced in some wine regions in Europe appear to have formed a custom on the packaging.

5) Consumer image: Using the consumer image to reflect the characteristics and environment of the user's use can bring the relationship between the product and the consumer closer and create a sense of intimacy, especially those products that are difficult to express directly with the product image. The image helps to understand the overall image of product features, performance, and usage.

6) Using schematic images: According to the characteristics of the use of goods, the methods and procedures for the use of goods are displayed on the packaging. The use of packaging graphics to express the use of the product; to increase the persuasiveness of the product, which aroused consumer interest. For example, instant noodles are printed with photos of the brewing process or methods of use, so that consumers can understand the characteristics of the product in advance.

7) Symbolic image: Using images that are unrelated to the content of the merchandise, metaphors, metaphors, symbols, and other expressions to highlight the character and efficacy of the merchandise. In the case of the product itself is not suitable for the intuitive performance or no characteristics, this expression can enhance the image of the product packaging features and fun. As shown in Figure 2, on the packaging design of coffee, a fresh heart-shaped and hot cheese symbolizes the pure beauty and fragrant quality of chocolate. It also symbolizes that young men and women are indispensable gifts in dating and dating. Used to attract consumers. 8) Decorative image: The use of abstract graphics or decorative patterns to enhance the sense of the form of packaging design, so that the image of the product packaging personality. As shown in Figure 3, traditional patterns, auspicious patterns, folk patterns, and other decorations on the packaging of traditional commodities, native products, and cultural products can effectively highlight the cultural characteristics of products and the characteristics of ethnic regions. Using abstract graphics on the packaging of modern merchandise can enhance modernity and fashion.

3.2 Graphic Design Performance Techniques in Packaging

In today's products, the product is cleverly used in the packaging design as a design element of the product packaging, which makes the product packaging have a strong sense of the times, shows the personality characteristics of the product brand, and has positive effects on the circulation and sales of the product. Promote the role. The graphics in the package can be divided into three types: representational graphics, abstract graphics, and decorative graphics.

1) Representational graphics: The main objective is to show intuitive and concrete objective images through painting, photography, and other techniques. Its performance is focused on the content itself. Painting is the main form of packaging design. It draws the picture according to the needs of the overall concept of the package and serves the goods. Compared with photo photography, it has the characteristics of choice, refinement and generalization of freedom. However, the commercial nature of commodity packaging determines that the design should highlight the true image of the product, and it should give the consumer an intuitive image. Therefore, using the photographic industry to express a true and intuitive visual image is the best expression of packaging and decoration design. In the market, the packaging of some foods, such as instant noodles, biscuits, etc., is generally applied to figurative graphics so that consumers can identify the goods within the package at a glance, as shown in Figure 4.

2) Abstract graphic: refers to the figure that has indirect connection without direct meaning formed by point change, line change and face change. Its performance methods are free, various forms, rich texture, strong sense of the times, and create more association space for consumers. For example, the packaging of some cosmetic products uses fresh and simple textures to express the product (see Figure 5). Through such a graphic, it is easy for consumers to think of the fresh and refreshing effect of using this product, so that consumers can make purchases. desire.

3) decorative graphics: refers to the creation of decorative graphic traditions and ethnic patterns, mostly used in the packaging design of gifts, decorative graphics pay attention to the organic relationship of black and white and rhythm and the performance of the law, is the natural form or object The subjective general description, emphasis on the flat, simple. The dialectical unity of content and form is the universal law in graphic design. They are both utilitarian and aesthetic. Their value, the difference between them and high-level art, in the connection of function and decoration, and the graphical form that is consistent with the function of the product, can be understood as the adaptation of product and material characteristics, material processing methods and art perception. In the design process, according to the needs of the graphics content, select the appropriate graphics performance techniques, so that the graphic design to achieve the unity of the form and content, to create a practical, economic, aesthetic packaging design works reflect the spirit of the times, ethnic style.

4 Conclusion

Reasonable application of packaging graphics will inevitably enhance the visual impact of packaging, play a role in promotion, and greatly increase the market competitiveness of its products. Only by understanding the basic characteristics of the graph, studying the characteristics of the commodity itself, grasping the psychology of the consumer, and applying the characteristics of various graphics, we can correctly select the packaging graphics, design the commodity packaging that customers welcome, and add brilliance to the entire product. Products meet the needs of consumers, thereby improving the market competitiveness of the products.

Yan Jue
(Chongqing University

Source: Packaging Engineering