Mr. Li Yong's definition of "the aesthetic value of "lighting" in the artistic packaging" is that artistic packaging is a strategic and systematic overall aesthetic image that is used to successfully bring art to the public. The creation and implementation process. Among them, the scope of the main body of art packaging includes art, merchandise, song art, and even people. In this article, the author only talks about the application of art packaging in commodity packaging. Therefore, the artistic packaging here is the artistic quality of packaging, which mainly refers to the characteristics of packaging products in terms of appearance, subjective style, structure combination, application of material texture, color matching, and process form, giving the customer an appreciation of aesthetic appreciation. Feelings.
With the development of commodity economy, in order to promote the sales of goods and facilitate circulation, people have been studying the design of the appearance and structure of packaging, and strive to be modified and beautified on the basis of science and rationality, so that the packaging shape, mounting, screen, color, Trademarks, seals, tags, etc. constitute an artistic whole. In fact, people in the packaging process have the intention or unintentionally involved in the new area of ​​packaging that art packaging to meet the growing needs of people's material, cultural, and especially spiritual life.
The main ways to enhance the artistic quality of commodity packaging
We know that the packaging design of goods includes many aspects. Among them, packaging and decoration and packaging design play an important role in enhancing the artistic quality of commodity packaging.
1. Package decoration design
In terms of improving the artistic aspect of packaging design, packaging and decoration are the main means. It can be seen from the visualization of products, the impact of color, the appeal of words, and the harmonization of the overall form, resulting in a huge appeal, inspiring the desire of customers to purchase and purchase behaviour. Many packaging designers see packaging as equivalent to the entire packaging design, which shows that they attach great importance to art packaging.
Packaging and decoration is an important part of commercial art. It is an art form with practical value and appreciation value for the purpose of protecting commodities, beautifying commodities, conveying commodity information, and promoting sales of commodities. Although there are many categories or forms of interior design, as a practical art, its value attributes must be reflected in practical utilitarian value and artistic aesthetic value. The practical utilitarian value is the basic value of decorating art. The artistic value of decorating does not appear as a simple aesthetic meaning, but also has the practical value, completes the task of information transmission, and fully expresses the essential characteristics of practical art.
Decoration design is an important part of the product image construction, and it is also a means to fully reflect the value of the product. For publicity and promotional services, it reflects the strong purpose of the decoration itself, and is not for decoration. However, the realization of practical purposes must fully consider the psychology and aesthetic needs of shopping masses. Therefore, interior design often becomes the most critical link.
There are two representations of realism and abstraction that are commonly used in decorating pictures. Realism refers to realistic paintings or photographs of things. Among them, the effect of color photographs is particularly good. The concrete image, color, and texture of the contents of the package can be faithfully shown and produced. In food, light industry, textiles, such as high-end cosmetics, beverages, some light industrial products, drugs and other aspects of a lot of use. Products that are difficult to describe concretely in terms of content often use abstract expression methods, which often give people the impression of high quality and modernization. In addition to giving people a sense of beauty, abstract patterns still leave people with logical associations. For example, beakers and graduated cylinders are reminiscent of chemical products, syringes are associated with medicine, and musical notes are associated with musical instruments. The use of realistic and abstract techniques depends on the circumstances and cannot be applied across the board.
2. Package design
As a kind of physical product entity, packaging must be embodied by a certain material, form and structure. The so-called packaging modeling refers to the three-dimensional appearance of various packaging. Any kind of container or other industrial product must first be embodied in a certain specific form—that is, styling, and then consider the detailed structure of the details and other factors. Therefore, modeling is an indispensable part and prerequisite for the design of packaging containers. In addition, the packaging design must reflect its own practical functions and aesthetic value, packaging modeling and product protection, consumption and aesthetic functions. The beautiful package shape is conducive to strengthening the practical and convenient functions of packaging, beautifying the products, attracting consumers, promoting sales, and even increasing the added value of the products. At the same time, the package shape is the carrier of packaging and decoration. The beautiful and good package shape has laid a good foundation for the visual design of the package. In addition, whether the packaging design is scientific or not is directly related to the packaging production and manufacturing process and economic costs.
While considering the artistry, packaging design must also recognize that the performance of packaging modeling will directly affect the strength, stiffness, stability, and usability of the packaging. When designing, we must consider the characteristics of different materials and the components of each part of the package. Its internal design mainly considers that the packaged goods can be reasonably packaged. The external design mainly considers the functions of protection and storage and transport, and it also needs to combine the requirements of the decoration. Consider it. Packaging design should have aesthetic, interesting, pleasant, display, practical and so on.
Art packaging commonly used methods of expression
The artistic nature of packaging is embodied through packaging design. To sum up, the methods of packaging design mainly include the following types, which can achieve the purpose of art packaging to some extent.
Series method
The series method is one of the most commonly used methods in packaging. It is actually in the form, product name, color, type, material, combination of different products on the same package to form a series of state, to meet the needs of different consumers, but also to avoid a product only A monotonous situation in the form of packaging to meet the customer's aesthetic psychological needs. The author made a detailed analysis of the functions of serialized packaging in the series Serialized Packaging Design: The More Conspicuous and Integrity of Personality, which is not described in detail in this article.
2. Combination method
The combination method does not focus on the goods and package itself, but focuses on the customer's convenience and convenience. According to national customs and habits or regional cultural characteristics, certain specific products are sold together in combination with each other. The commonly used combination methods include: gift combinations, use combinations, psychological combinations, suit combinations, and the like. Such as the text of the four treasures plus seal inkpad package, travel health bags, female handbags and so on.
3. Bionic method
It is based on the biological image, structure, function, color, material, texture, effect to design packaging products, so that the packaging products have biological morphology and structure, characteristics and similarities, so as to give consumers the life, vitality, vitality and other feelings , Inspire consumers' desire to purchase and implement their purchasing behavior.
4. Antique method
Antique law is a best way to express retro, nostalgia, homesickness and nationalism. It is the reproduction of some ancient, representative things that still have a certain social utilitarian value today. It has caused people to think of ancient ancestors, their attachment to their past lives, and their love for real life. Contradictory and critical psychology. The commonly used techniques include image antiques, antique structures, functional antiques, antique colors, antique bodies, antique materials, and antique textures.
5. Simplified method
Simple is a kind of beauty. Due to the changes of the times and the renewal of values, aesthetic consciousness, psychological needs, production techniques, transportation methods, handling methods, packaging materials and technologies, people have always been pursuing concision and visual packaging.
6. Reverse method
The inverse method is a design method that uses people's rebellious psychology. It is to negate the current or historical packaging color, material, texture, structure, form, text, graphics, and other content, and then use the opposite color, material, texture, structure, shape, text, graphics, etc. Packaging products have novelty and emotional impact.
Of course, there are many ways to embody the artistic quality of commodity packaging. The above six are the most commonly used methods. They have actually played a role in enhancing the artistic quality of commodity packaging.
Commodity packaging should seek a balance between aesthetic value and practical value. It must not blindly pursue the artistic nature of commodity packaging and neglect the practicality of commodity packaging. Packaging is a comprehensive concept. It is a general term. The packaging design of a product needs to consider many factors. Therefore, in addition to considering the artistic effects of packaging, packaging designers should also consider many other factors when designing product packaging.
Author: Zhou Hao
Reprinted from: China Packaging News