Elements in packaging design

As we know packaging design includes structural design and graphic design. We've studied the structural design of the packaging, in this article we mainly talk about graphic design of the packaging. How to make the packaging design more beautiful? This requires three visual elements : text, graphics, color.

1. Text

Text occupies a very important position in the packaging design, it played a role to convey product information. The text types in the packaging design include the following three: brand, description and ads.

Brand name text is usually placed in the main display surface of the packaging, usually has an identity, decorative strong, prominent and eye-catching fonts to enhance the visual impact. Description text belongs to the the decree qualitative text, should adopt a unified and standardized print. It located in the back or side of the packaging. The font should be clear, so that consumers could trust. To enhance marketing efforts, sometimes the packaging there will be some ad text. Such text is marketing text used as a promotional content or characteristics of goods. Generally use flexible font, such as advertising body, variety body, handwritten etc..

Rich text performance practices can give consumers a different psychological feelings. Such as eye-catching black body style, strong sense of weight; quaint and sedate Times New Roman style, generous and elegant. The font design should ensure that the form and content of unity. Medical supplies often used to clean and simple font; sporting goods often make use of dynamic, sporty font; a long history of traditional commodities mostly use calligraphy font.

2. Graphics

Graphics is an important visual symbol of non-text elements, and it is straightforward to convey information, features, plays an important role in the sale of goods. Graphics with an intuitive, rich and vivid features, cause consumers to visually psychological reaction and lead to consumer buying behavior.

Graphics performance of a variety of forms, but generally speaking, can be divided into specific graphics and abstract graphics manifestations. Manifestations of the specific graphics is the image of the natural world, the creation of realism, depicting approach to the performance of people at a glance, one can understand what it expressed. This form of expression, the most specific about packaging the product, can emphasize the realism of the product. The methods of photography and painting can be applied in the specific graphics to make the image more intuitive and artistic appeal.

Abstract graphics have an indirect appeal of point, line and surface changes. Its form of expression is freedom, and colorful. From the way of abstract graphics, occasional abstract graphics, abstract texture, computer-aided design.

Mediocre packaging design can not be generated in a number of similar products in the market seductive charm, in order to attract consumers to the attention of graphic design must be distinctive.

3. Color

The color in the packaging design is the most active factors of the visual impact, it can play a role in the promotion of sales, to establish a brand image. Compared to graphics, text and other elements it is more visual impact.

In determining the color of the packaging design, first of all determine the overall tone of the color package. The different colors give people a different room for imagination. For example, the warm colors can make people feel warm, and arouse people's appetite, commonly used in children's products, food, cosmetics packaging. Cool colors showed a chilled, refreshing feeling. Commonly used in frozen food, health supplies, and pharmaceutical packaging. Besides, we should pay attention to the color contrast, and enhance the legibility of color in packaging design. Finally, the color need to be reconcile the unified which makes the picture harmonious with rich color effects.