Application of Graphic Language in Packaging Design (2)

3 Basic Principles of Graphic Application in Packaging Design

When using graphic languages ​​in packaging design, it is not only necessary to understand the forms of graphical elements, but also to understand the basic principles to be followed when using these graphical elements so that excellent packaging works can be designed.

3.1 Accuracy of information transmission

The graphics on the package must convey the information of the goods truly and accurately. Accuracy is not simply to describe the object, but it has higher requirements. Only by grasping the typical characteristics of the product can we accurately convey product information. Accuracy for the product is "like a table." Product features, brand image, and information can be clearly expressed in the product through visual language. For example, Roasted Meat Foods makes people feel that the quality of the goods has been reflected through the graphics on the packaging very intuitively. This has prompted consumers to buy their products with confidence and daring to improve their competitiveness in similar products, as shown in Figure 5. .

3.2 distinctive and unique visual experience

Today's business competition has entered the era of personalization. Corporate image should pursue individuality. Commodity propaganda should be reconstructed. Consumers are also pursuing the development of personalized consumer attitudes. Especially the younger generation, the personalized consumption concept is part of their personality traits. In the commercial competition, who has a brand new and unique perspective and performance, who can win the opportunity to attract consumers. The bland packaging graphics design will surely be submerged in the sea of ​​commodities. Therefore, for designers, mastering more graphical expression methods, more unique creative thinking methods and performance perspectives, and more contemporary and forward-looking concepts are the key to the personality and success of graphic languages ​​in packaging design.

3.3 The theme is simple and clear

In the design, we must choose the means of expression according to the various characteristics of the main sales target of the goods and the understanding of the graphical language. Due to the limitation of the size of the package itself, overly complex graphics will affect the positioning of the theme. Therefore, by adopting a graphic language in a way that is consistent with ten or less, visual information can be more accurately conveyed. For example, the Dongba pottery packaging theme is clear and the graphic design is concise and vivid, leaving a deep impression on people. See Figure 6.

3.4 Attention to the limitations and adaptability of graphics

When the graphic conveys certain information, it is necessary to pay corresponding attention to different customs and habits of different regions, countries, and ethnic groups, and to adapt to different consumption targets such as gender and age. For example, rich and lively graphics are suitable for children's products; stable and subtle graphics are more suitable for elderly products; Japanese people love cherry blossoms, but are more afraid of the lotus; Italians avoid orchids; France bans walnuts because it symbolizes death. . These special folk customs and consumer groups require that they not be allowed to design at their own will, avoid taboos, and abide by the relevant regulations of the relevant countries and regions. Otherwise, the sales of goods will be in trouble and cause unnecessary losses.

4 Conclusion

Graphical language is one of the basic elements in packaging design, and it is also the main method that graphic designers need to master in carrying out packaging design. Therefore, only a detailed understanding of the classification of graphic elements in packaging design, and the use of what kind of techniques to represent these graphic elements, in the presentation of these graphic elements should pay attention to what issues, in order to design a complete, excellent packaging products, and make it Fierce competition in the product further arouses consumer concerns and guides their buying behavior, thereby promoting the sale of goods.

Source: Packaging Project

Ji Xianghong
(Tianjin University of Science and Technology,