Packaging Design Information Delivery (3)

4, graphics transfer

Graphics can also be called patterns. The main purpose of graphic design in packaging design is to more accurately, fully, and comprehensively express the characteristics of the product and the designer's design concept. Graphic information transmission mainly includes figurative graphics, abstract graphics, and image graphics.

â—Ž transfer of concrete graphics

The figurative figure is the shaping form of natural objects. In the packaging screen, usually expressed in photographic pictures and drawings, this method is often used in food packaging, because they can reflect the specific image, color, texture of the relevant content more directly and truly. High-quality photographic images such as cookies, instant noodles and other food packaging will undoubtedly have a strong allure. The use of paintings for packaging design can directly express the main body of the package. For example, the yogurt series (Figure 4) directly captures the fruit in the form of photography. Fresh fruits are combined to deliver a healthy, hygienic and nutritious food. Image; and the blue sky and white clouds of photographic images show the product texture of pure, non-polluting features, open and beautiful scenery in the picture can cause the consumer's psychological association, arouse people's desire to return to nature, affect the consumer's feelings, thus contributing purchase behaviour.

â—Ž abstract graphics transfer

The abstract graphic is an image composed of points, lines, faces and other geometric figures. It can be more general, concise, novel, and has a modern aesthetic sense. Because the abstract graphic has no direct meaning, it has neutral features and is more conducive to Use on export food packaging. Such as the United States Pepsi drinks, the shape of the "corrugated line" simple, bright, full of fluidity, especially young people. Many Western medicines also use abstract graphics to supplement the textual design of drugs and achieve simple design results. For example, Dakkaning produced by Xian Janssen Pharmaceutical Co., Ltd., with three abstract color blocks and short lines, effectively highlighted the text information (Figure 5).

â—Ž image graphics transfer

The imagery of the image refers to the representation of the physical form of the appliance from the perspective of the subjective idealization of the person. It gives people a unique image experience. For example, China’s traditional folk patterns are very rich in content. It combines the ethnic customs, life etiquette and entertainment activities of the people of various nationalities, and it plays a huge role in the cultural life of the people in the form of everyone’s loved ones. The moon cake packaging and tea packaging designed by Taiwanese designers based on dragons have achieved good sales results (Figure 6).

In addition, as one of the elements of information transmission in packaging design, graphics can often arouse the feelings of consumers and have a clear visual communication function. Due to the different cultures of different countries in the world, different values ​​and religious beliefs have been formed. In the packaging of export goods, the preference and disgust of the residents of the countries in the pattern should be glimpsed, and the patterns of national residents' taboos should not be adopted. Here are some of the taboo patterns in some countries.

Japan: The lotus is considered unlucky, the chrysanthemum is a funeral article, and the fox and raccoon are blackmail and greed. It is considered disrespectful for the shape of the Buddha to be a bottle or can.

Britain: The rooster is regarded as an unprofessional thing. The white lily is used for funerals. The elephant is considered useless and disgusting. The body must not be used for decoration.

France: Walnuts are considered unlucky, chrysanthemums are funeral supplies, and spades are symbols of funerals.

Italy: The use of nun designs on product label designs is prohibited.

Islamic countries: The graphic of the pig and the text about the pig are absolutely prohibited, the cross is regarded as a pagan symbol, and the body of the woman is disabled as a commercial advertisement and packaging pattern.