Composition is a complete picture that arranges trademarks, graphics, words and their combinations on the display surface of commodity packaging. The combination of these four aspects constitutes the overall effect of packaging and decoration. The use of trademarks, graphics, words and colors, the constituent elements of commodity design, is correct, appropriate and beautiful, which can be called excellent design works. So what are the key points of beverage packaging?
1. Trademark design
A trademark is a symbol and a symbolic image of enterprises, institutions, goods and facilities. Trademark is a related handicraft, involving politics, economic legal system, art and other fields. The characteristics of a trademark are determined by its function and form. It needs to express rich communication content in a simpler and more general form in a relatively small space, and at the same time, it needs observers to understand its internal meaning in a short time. Trademarks can generally be divided into three forms: word mark, graphic trademarks and trademarks combining words and pictures. A successful trademark design should be the product of the organic combination of creative expression. Creativity is the synthesis, analysis, induction and generalization of an idea according to the design requirements. Through philosophical thinking, the abstract is transformed into an image, and the design concept is gradually transformed from abstract evaluation performance to concrete image design.
2. The art of binding and design
Packaging and decoration graphics mainly refer to the image of products and other auxiliary decorative images.
As the language of design, graphics are the internal and external components of display image, and convey information to consumers in the form of visual image. To achieve this goal, the positioning accuracy of graphic design is very important. The process of positioning is to be familiar with all the contents of the product, including the nature of the product, the meaning of the trademark, the name of the product and the status quo of similar products.
Graphics can be divided into physical graphics and decorative graphics.
Physical graphics: expressed by painting skills and photography. Painting is the main form of packaging decoration design, and drawing pictures according to the needs of the overall packaging concept serves the goods. Compared with photography, it has the characteristics of free choice, refinement and generalization. The painting technique is intuitive and interesting, and it is a means to publicize, beautify and sell goods. However, the commercialization of commodity packaging determines that the design should highlight the real image of commodities and give consumers an intuitive image. Therefore, photography is the best way to express the real and intuitive visual image.
Decorative graphics: there are two ways of expression: concrete and abstract. Graphics, landscapes, animal or plant patterns, as symbolic graphics of packaging, can be used to express the contents and attributes of packaging. Abstract techniques are mostly used for freehand brushwork, and a picture is composed of abstract geometric patterns, color blocks or texture effects of points, lines and surfaces, which is concise, eye-catching and formal, and is also the main expression method of packaging and decoration. Usually in packaging and decoration design, concrete forms and abstract expressions are not isolated, but combined with each other.
The dialectical unity of content and form is the universal law of graphic design. In the design process, according to the needs of graphic content, it is the basic requirement of packaging designers to choose the corresponding graphic expression methods, so that graphic design can achieve the unity of form and content, and create applicable, economical and beautiful decorative design works that reflect the spirit of the times and national characteristics.
3. Color design
Color design plays an important role in packaging design. Color is an important factor to beautify and highlight products. The application of packaging color is closely related to screen design's conception and composition. Packaging color needs planarization and homogenization, which is a high generalization of color filtering and refining. Based on people's association and color habits, exaggerated color change is a means of packaging art. At the same time, the color of packaging must also be controlled and restricted by technology, materials, uses and sales areas.
The color requirements in packaging and decoration design are eye-catching, strong in contrast, attractive and competitive, so as to arouse consumers' desire to buy and promote sales. For example, food and bright and rich colors, mainly warm colors, highlight the freshness, nutrition and taste of food; Medicine and pure cold and warm colors; Soft midtones are often used in cosmetics; Hardware and mechanical tools often use stable color blocks such as blue and black to show the characteristics of firmness, precision and durability; Children's toys often use bright solid colors and various color blocks with strong contrast between cold and warm to satisfy children's psychology and hobbies; Most sporting goods use bright and loud color blocks to increase the feeling of activities and sports ... Different goods have different characteristics and attributes. Designers should study consumers' habits and hobbies, as well as the changing trend of popular colors at home and abroad, and constantly enhance their understanding of sociology and consumer psychology of colors.
4. Text design
Words are symbols that convey ideas, exchange feelings and information, and express the content of a certain theme. The brand, product name, description, advertising text, manufacturer, company or distribution unit on commodity packaging reflect the essential content of packaging. When designing a package, these words must be considered as part of the overall design of the package.