Abstract: Style is a problem that every designer must consider. It relates to the final visual image of product packaging. This article talks about the material and intangible factors affecting style. It discusses the multiple ways of forming a unified style and the main styles that exist in the world.
Keywords: packaging style material factors non-material factors
The problem of style is something that no designer can avoid. As soon as packaging is available, whether it is good or bad, it will appear in a certain style. Into the supermarkets and shopping malls, as long as they are slightly compared, they will feel that different packaging, in addition to conveying different information, have their own different spiritual outlooks. They are full of freehand brushwork, but also beautiful and neat; there are serious and grand, but also funny and humorous; fresh and elegant, but also elegant and luxurious; there are full of sensationalism, but also tend to philosophy ... through the packaging of different styles We can still feel its cultural attachment and national sentiment.
Pursuit of desire or natural exposition does not mean that the formation of a style is inseparable from its overall expression techniques, cultural background, and the spirit of the times. Among the many factors affecting the packaging style, there are both material and non-material factors. Material factors include the entire form system of the package's appearance, color, material, and form of composition. Non-material factors are often potential factors such as the packaging's cultural background, regional environment and ethnic habits. Relatively speaking, material factors can be easily changed, and non-material factors are often inherited because of their inheritance, and they will increasingly occupy an important position with the accumulation of culture.
In terms of performance methods, the formation of packaging style often comes from the most noticeable features of the entire packaging image. Most of the packaging is based on three-dimensional space, so there are many factors that affect the packaging style. Such as the packaging's external shape and structure, the composition and composition of the packaging screen, the color and color of the packaging, the proportion, the material of the packaging, the closure and opening of the packaging, and even the size of the packaging, etc., will be the packaging style. Have an impact. Among these factors, how to find the most compelling factor is the key to the formation of style. In general, the form of the packaging screen often plays a dominant role. This is because a large number of packages are ordinary squares and rounds; even if the body is slightly changed, it is still not enough to compete with vivid colors. Such as a group of food packaging, taking different container shapes and different materials, due to the unity of the composition and design style of the label screen, so the overall style is still unified. Among these, the most striking feature is clearly an elegant label. There are many ways to form a unified style, such as a group of packages. Although its appearance, structure, form, and colors are all different, it all uses the same material, the same opening and closing method, or the colors are different. , But the principle of coloring is similar, they are all made of high-purity combinations of red, yellow, blue, etc.; or their picture composition is different, but the composition principles are similar, and they all use the plane, interval, jump, interspersed, etc. to activate the picture; Although its packaging shapes are different, but the molding principles are similar, they all adopt the principles of rounded, undulating and full and smooth, so they can always achieve a unified, overall style. Among these, choosing a common similarity point is an effective way to form a style. Of course, some sets of packaging unified the shape of the package, unified the form of the packaging screen, unified the mark, and change the hue and color matching to pursue the change in the unification, we can still do without undermining the overall style So that each package has its own unique personality.
For a piece of packaged work, distinctive and distinctive styles can only be produced in an overall orderly form. Arbitrarily stacked, random pieces, the kind of trivial and fragmented form, will cause style confusion. On the contrary, it is very important to identify the most compelling factors among many factors and appropriately weaken other factors. This factor may be its shape structure, or its unique picture composition, or it may be different material material, or its coloring and so on. Whatever you want is unique, the result can be long and long, and the people will not be able to stand out because of visual disturbances. The original style will also be weakened.
On the other hand, the overall packaging style is also influenced by non-material factors such as its cultural background and ethnic habits. At present, various regions and countries in the world have different economic and cultural backgrounds and customs, and the forms and styles of commodity packaging also vary, such as European and American styles, Japanese styles, and Chinese national styles.
European and American countries started earlier in packaging and have a high degree of industrialization. Modern design methods are widely used. The United States is an immigration country and its ideology is open. It is reflected in the design of packaging. France is a country that respects tradition and promotes modern awareness. French people believe in religion and are also enthusiastic about science. They are multicultural countries. Their mantra is that “France is always changing, and solidifying is the disaster of the French.†Therefore, the packaging of Europe and the United States is novel and scientific, especially functional packaging, and emphasizes commodity quality. Usually, the use of color photo images vividly reflects the characteristics of the contents so that consumers can see at a glance and facilitate sales and shopping. The trademark is clearly visible and impressive. A large number of textual charts introduce product ingredients and performance. The brand name adopts a concise and oversized font; the colors use highly pure primary colors, have distinctive personalities, and have a strong visual impact in the display of similar products, which can be seen in European and American style packaging. Pay attention to practical functions, and more use of commercial art practices, contains a strong commercial atmosphere.
On the other hand, in Japan's packaging design, we can feel a strong oriental charm, using natural materials such as bamboo, rattan, or all kinds of recycled paper to make boxes and enamels. The surface uses cursive monograms as a design means and traditionally. The pattern is a design element, it takes a lot of attention to detail, and the processing of small color blocks. Exquisite and feminine motifs, elegant colors, commonly used milk white, lighter, orange and purple, strongly reflect the Japanese style and style. Overall, the Japanese style of packaging is fresh and elegant, and the structure processing and strapping methods are quite elegant, giving people overall aesthetic feeling. Japanese designers often use a combination of traditional and modern techniques.
Foreign modern packaging is expensive to "reach the meaning of Italy," while traditional Chinese packaging is expensive to "passion" to express the beauty of Chinese classical aesthetics. China is an ancient civilization with thousands of years of history. Its predecessors left a large number of artistic treasures, which is the embodiment of the East. China's traditional product packaging and people's live supplies, such as the brush packaging box in the West Han Dynasty, women's lacquer makeup kits, Jin box are all applied, solid, beautiful and scientific principles. The blue cloth box that holds the cultural relics is developed from traditional decoration one by one "wrapped envelopes", simple and generous. The ink box of Sheng ink adds a small title, which is both rich and elegant. The packaging of many local products, alcoholic drinks, and cakes in China also likes to adopt national forms and styles. For example, Shaoxing's “Daughter Red†painted a play on the wine jar, expressing joyously the Chinese people’s good wishes for “Happy Familyâ€. Jiangnan's "crabs" and "cloud cakes" are packaged in red paper with wood-engraved text, which is quite unique. There are also teas packed in bamboo shoots in Fujian, teabags in Shandong, gluten in Wuxi, glutinous rice husks in Wuxi, bamboo shoots in Hunan Yiyang, packed in bamboo baskets and accompanied by red doufang labels all have strong local flavors and ethnic characteristics. . In addition to the above traditional packaging styles, there are also national preferences on many modern packaging. For example, many packages use symmetrical and balanced decoration, or use traditional calligraphy, auspicious patterns, and folk patterns to transform into modern designs. The style still embodies China's unique Confucianism. Many local products use ethnic patterns and patterns, unique composition, unique packaging methods and materials, etc. The overall style still exudes Chinese style.
Mr. Lu Xun once said: "There is a local color, it is easy to become the world, that is, the attention of other countries." Therefore, how to design a distinctive Chinese style packaging, designers should not only consider It is a means of its modernization, production methods and other material factors, and it should pay more attention to the deeper connotations of its cultural background, ethnic characteristics, and lifestyle. Finding and using traditional, national resources for modern design will be more conducive to the creation of Chinese style.
Keywords: packaging style material factors non-material factors
The problem of style is something that no designer can avoid. As soon as packaging is available, whether it is good or bad, it will appear in a certain style. Into the supermarkets and shopping malls, as long as they are slightly compared, they will feel that different packaging, in addition to conveying different information, have their own different spiritual outlooks. They are full of freehand brushwork, but also beautiful and neat; there are serious and grand, but also funny and humorous; fresh and elegant, but also elegant and luxurious; there are full of sensationalism, but also tend to philosophy ... through the packaging of different styles We can still feel its cultural attachment and national sentiment.
Pursuit of desire or natural exposition does not mean that the formation of a style is inseparable from its overall expression techniques, cultural background, and the spirit of the times. Among the many factors affecting the packaging style, there are both material and non-material factors. Material factors include the entire form system of the package's appearance, color, material, and form of composition. Non-material factors are often potential factors such as the packaging's cultural background, regional environment and ethnic habits. Relatively speaking, material factors can be easily changed, and non-material factors are often inherited because of their inheritance, and they will increasingly occupy an important position with the accumulation of culture.
In terms of performance methods, the formation of packaging style often comes from the most noticeable features of the entire packaging image. Most of the packaging is based on three-dimensional space, so there are many factors that affect the packaging style. Such as the packaging's external shape and structure, the composition and composition of the packaging screen, the color and color of the packaging, the proportion, the material of the packaging, the closure and opening of the packaging, and even the size of the packaging, etc., will be the packaging style. Have an impact. Among these factors, how to find the most compelling factor is the key to the formation of style. In general, the form of the packaging screen often plays a dominant role. This is because a large number of packages are ordinary squares and rounds; even if the body is slightly changed, it is still not enough to compete with vivid colors. Such as a group of food packaging, taking different container shapes and different materials, due to the unity of the composition and design style of the label screen, so the overall style is still unified. Among these, the most striking feature is clearly an elegant label. There are many ways to form a unified style, such as a group of packages. Although its appearance, structure, form, and colors are all different, it all uses the same material, the same opening and closing method, or the colors are different. , But the principle of coloring is similar, they are all made of high-purity combinations of red, yellow, blue, etc.; or their picture composition is different, but the composition principles are similar, and they all use the plane, interval, jump, interspersed, etc. to activate the picture; Although its packaging shapes are different, but the molding principles are similar, they all adopt the principles of rounded, undulating and full and smooth, so they can always achieve a unified, overall style. Among these, choosing a common similarity point is an effective way to form a style. Of course, some sets of packaging unified the shape of the package, unified the form of the packaging screen, unified the mark, and change the hue and color matching to pursue the change in the unification, we can still do without undermining the overall style So that each package has its own unique personality.
For a piece of packaged work, distinctive and distinctive styles can only be produced in an overall orderly form. Arbitrarily stacked, random pieces, the kind of trivial and fragmented form, will cause style confusion. On the contrary, it is very important to identify the most compelling factors among many factors and appropriately weaken other factors. This factor may be its shape structure, or its unique picture composition, or it may be different material material, or its coloring and so on. Whatever you want is unique, the result can be long and long, and the people will not be able to stand out because of visual disturbances. The original style will also be weakened.
On the other hand, the overall packaging style is also influenced by non-material factors such as its cultural background and ethnic habits. At present, various regions and countries in the world have different economic and cultural backgrounds and customs, and the forms and styles of commodity packaging also vary, such as European and American styles, Japanese styles, and Chinese national styles.
European and American countries started earlier in packaging and have a high degree of industrialization. Modern design methods are widely used. The United States is an immigration country and its ideology is open. It is reflected in the design of packaging. France is a country that respects tradition and promotes modern awareness. French people believe in religion and are also enthusiastic about science. They are multicultural countries. Their mantra is that “France is always changing, and solidifying is the disaster of the French.†Therefore, the packaging of Europe and the United States is novel and scientific, especially functional packaging, and emphasizes commodity quality. Usually, the use of color photo images vividly reflects the characteristics of the contents so that consumers can see at a glance and facilitate sales and shopping. The trademark is clearly visible and impressive. A large number of textual charts introduce product ingredients and performance. The brand name adopts a concise and oversized font; the colors use highly pure primary colors, have distinctive personalities, and have a strong visual impact in the display of similar products, which can be seen in European and American style packaging. Pay attention to practical functions, and more use of commercial art practices, contains a strong commercial atmosphere.
On the other hand, in Japan's packaging design, we can feel a strong oriental charm, using natural materials such as bamboo, rattan, or all kinds of recycled paper to make boxes and enamels. The surface uses cursive monograms as a design means and traditionally. The pattern is a design element, it takes a lot of attention to detail, and the processing of small color blocks. Exquisite and feminine motifs, elegant colors, commonly used milk white, lighter, orange and purple, strongly reflect the Japanese style and style. Overall, the Japanese style of packaging is fresh and elegant, and the structure processing and strapping methods are quite elegant, giving people overall aesthetic feeling. Japanese designers often use a combination of traditional and modern techniques.
Foreign modern packaging is expensive to "reach the meaning of Italy," while traditional Chinese packaging is expensive to "passion" to express the beauty of Chinese classical aesthetics. China is an ancient civilization with thousands of years of history. Its predecessors left a large number of artistic treasures, which is the embodiment of the East. China's traditional product packaging and people's live supplies, such as the brush packaging box in the West Han Dynasty, women's lacquer makeup kits, Jin box are all applied, solid, beautiful and scientific principles. The blue cloth box that holds the cultural relics is developed from traditional decoration one by one "wrapped envelopes", simple and generous. The ink box of Sheng ink adds a small title, which is both rich and elegant. The packaging of many local products, alcoholic drinks, and cakes in China also likes to adopt national forms and styles. For example, Shaoxing's “Daughter Red†painted a play on the wine jar, expressing joyously the Chinese people’s good wishes for “Happy Familyâ€. Jiangnan's "crabs" and "cloud cakes" are packaged in red paper with wood-engraved text, which is quite unique. There are also teas packed in bamboo shoots in Fujian, teabags in Shandong, gluten in Wuxi, glutinous rice husks in Wuxi, bamboo shoots in Hunan Yiyang, packed in bamboo baskets and accompanied by red doufang labels all have strong local flavors and ethnic characteristics. . In addition to the above traditional packaging styles, there are also national preferences on many modern packaging. For example, many packages use symmetrical and balanced decoration, or use traditional calligraphy, auspicious patterns, and folk patterns to transform into modern designs. The style still embodies China's unique Confucianism. Many local products use ethnic patterns and patterns, unique composition, unique packaging methods and materials, etc. The overall style still exudes Chinese style.
Mr. Lu Xun once said: "There is a local color, it is easy to become the world, that is, the attention of other countries." Therefore, how to design a distinctive Chinese style packaging, designers should not only consider It is a means of its modernization, production methods and other material factors, and it should pay more attention to the deeper connotations of its cultural background, ethnic characteristics, and lifestyle. Finding and using traditional, national resources for modern design will be more conducive to the creation of Chinese style.
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