Packing design.doc

精品文档Packing designThe concept of packaging is from the strict sense of the combination of package and loaded. Among them, the package is obviously out of technical and practical point of view, refers to the use of material things wrapped up, so that things are not easy to be damaged, convenient transportation, is a kind of material concept; loaded refers to the decoration of things, wrapped things with different techniques for decoration so, the package looks more beautiful in appearance, this is the concept of culture belongs to aesthetic category. The combination of the concept of packaging itself reflects a kind of requirement, that is, the unity of aesthetic function and practical function. For the packaging of goods, aesthetic and practical functions such as the two rounds of the two wings of a bird, the vehicle can not be neglected. Practical function is the foundation, aesthetic function is sublimation. No practical function, aesthetic function has become a gorgeous bubble, lost the meaning; without the aesthetic function, the utility function will become deadwood, not spring. The pursuit of the unity of the two is a requirement of the modern mass consumer psychology, and it is also an important guarantee for the good economic and social benefits.Packaging is the embodiment of the aesthetic of the public culture.The design of product packaging is in the sense and thinking before the design and the initial effect of the product, the basic principle of human instinct, in between culture and culture, people and people are consistent. At an instinctive level, the sense of sight and touch is at a dominant position. Goods are generally has a specific shape, the designer should design different packaging according to different form, through the packaging to show the volume of goods and other, make people feel a part of a first impression, the packing is a commodity, inseparable, which belongs to the visual sense. The visual design of the equipment is based on the characteristics of the content of goods as the theme, carefully planned and carried out the design of the packaging appearance. Packaging design ideas can be reflected in the text, color, graphics and layout and other aspects of the packaging, seeking visual originality, aesthetic and clear information to convey. The packaging elements of the brand name, logo, taste recognition capacity. Some of the projects, has a certain logic, and can not be creative to the performance of a powerful and unconstrained style designers, business owners if no prior to clarify, designers should also be based on logical deduction way. Packaging is a necessary element of the appearance of the commodity, carrying the information communication function, this design uses a lot of European pattern to reflect modern packaging fashion (Figure), break through the traditional packaging on the market, let the traditional festival of the moon cake is more fashionable, more modern.For packaging understanding and definition, in different periods, different countries, their understanding and definition are not the same. Previously, a lot of people think that the packaging is to turn the circulation of goods for the purpose of packaging, bundling, containing the means and tools to hold goods, but also to dress up and dress up the operational activities. Since 1960s, along with the development and popularity of various supermarkets and stores, the packaging mainly by safety protection products circulation of the original sales jumped to people, but also gives new meaning and mission of packaging. The importance of packaging, has been deeply recognized by people.1 packaging is the embodiment of the popular culture of the carrierFrom the perspective of sociology, the cultural aesthetics in different times reflects the values of different times. Modern packaging design is a collection of contemporary technological means and aesthetic consciousness, and fully reflects the cultural orientation of the modern society. This is a strong culture of minority class cultural orientation control and release, such as the weak culture to enter the mainstream must accept the transformation and change to a certain extent, to meet the era of consumer values, and this leads to the commercial society of mass culture aesthetic has strong homogeneity tendency, personality expression by commercial society can only be just to understand from the narrow.Modern packaging design will no doubt become the most direct cultural specimens of the contemporary social aesthetic consciousness and value orientation.The relationship between modern packaging design and the aesthetic of popular culture is reflected in the following aspects:(1) the aesthetic orientation ofThe concept of modern marketing makes such as Nike, Coca-Cola, IKEA (pictured) and its product sales myth, these brands with modern media strong keen grasp the pulse of consumer culture to create its own brand culture, in turn, the cultural influence and guide the public aesthetic consciousness, value orientation about the public. Its product form has gradually shifted from tangible to intangible. What we sell to consumers is no longer a product, but a way of life, they say . The slogan is the most typical features of the era of cultural consumption. Modern packaging design is businesses to achieve cultural business, to guide the consumer terminal part of the aesthetic, is the promised new visual carrier way of life, in the form of language, fashion, many changes and the trend must be attached to the brands overall culture on, multi angle three-dimensional to brand full range, low cost and continuous bombardment of consumer information, so as to establish the aesthetic orientation of their own interests.(2) the aestheticAggressive business community has made strong public aesthetic taste has become relatively homogeneous, the architectural form is exactly the same with Shanghai New York, Paris and Beijing in the sale of Kentucky Fried chicken taste no much difference, but this does not mean that businesses give up on the consumer market and consumer segments, make full use of the different social strata cultural orientation, age and gender, income level of education, like, belongs to all sorts of individual differences in personality or sign etc. bring, respectively, aesthetic orientation analysis and subdivided according to different groups of consumer aesthetic guidance, through the dissemination of packaging design for specific cultural aesthetic consciousness, develop brand loyalty and loyalty culture. (3) concise aesthetic informationIn a media era of diverse information, daily intake of people in exponential growth, the fundamental principle of rapid and changeful become is reflected in the aesthetic trend of the packaging design, packaging design is listed cycle and shorter cycle packaging design, carrier media, information dissemination, concise accurate and orderly, strong visual form, packaging structure humanization, processing intensive production and so on. All these modern packaging features are determined by the productivity of water characteristics and present the consumer society the same anti impact commercial brand culture on the aesthetic consciousness, these characteristics and nurturing this matrix in modern society, modern packaging design and all popular elements together, and form the value orientation of mass culture a large circle of Tai Chi, mutual influence, mutual exchanges, build the aesthetic characteristics in todays society.Two: (3) the necessity of the unification of aesthetic requirements and practical functionsFrom the origin of packaging culture to today, the aesthetic requirements of packaging has been very much attention, but because of the age factor and peoples aesthetic psychology, the practical function and aesthetic function of the packaging design is not the same. In the past, peoples living standards are not very good, but not on the packaging of the aesthetic needs, the practical functions of packaging have been highlighted. Along with the improvement of peoples living standard, the requirement of packaging function has changed, and the aesthetic function of packaging is beginning to pay attention to. Due to the prominent emphasis on the aesthetic function of the packaging image, there is a phenomenon of excessive packaging, which is put on the agenda of the unification of aesthetic requirements and practical functions.Two: (4) design ideas and design positioning, product positioningToday, every kind of | packaging of moon cakes, especially in the form of a superb collection of beautiful things, packaging is special, packaging in brand image cover design is fashionable, simple, unique characteristics. In market research, I found that todays moon cake packaging market, are immutable and frozen golden or red (pictured), so I passed on the packaging design of the study and understanding of the market survey and research, understanding, breakthrough in color, with some very bright colors, and the traditional elements, to combine perfect modern packaging and traditional food. Simple and elegant, concise fashion has become the mainstream of modern design, the simple packaging also lost in modern sense element. It reflects the combination of traditional and present packaging. (Figure).With the continuous growth of domestic market economy, in recent years, moon cake market also launched a competition in the roaring waves around the country, the moon cake is also the special industry Chinese, concentrated in the Mid Autumn Festival will form a huge market each year. Simple timeStill the packaging to attract the attention of customers as the center, direct marketing brand. Simple and generous packaging design and productBrand names are more specific, more intense, more convincing to stimulate consumers, to attract more consumers to understandMoon cake, understand the brand and its products. To impress consumers (as shown in Figure).This product positioning in the middle grade moon cakes, through the investigation of the moon cake market is now growingSociety, peoples consumption level is increasing day by day, the promotion of cultural taste, people have aA higher level of requirements, not only in terms of consumption requirements, but also a very important product packaging, the Mid Autumn Festival traditional food is the moon cake, so that the Mid Autumn Festival to send moon cake gift for the modern gift.The first impression of a product packaging is color. Color application directly affects the consumers purchase of the heartLove, and also represents the image of the product positioning. For example, the use of fruit juice packing strong bright colors; the baby supplies pink color scheme; high priced cosmetics with rational color stable minimalist. The use of color is no longer stay in the traditional understanding, such as: food industry, the traditional concept that should be more prone to appetite warm conditioning design, but as fun food color in the use of traditional industrial packaging design in blue, EcoWater Lotus is also used for food generally regarded as colored purple, Tide washing powder but with the food industry in orange. There are many such examples, they uncharacteristically color ideas left a deep impression to the consumer, the brand image of the people, and played an important role to improve sales. So choosing the brand standard color is very important, why not choose the moon cake market consistent tone, I think we must jump out of the thinking, change an angle to the idea, to innovate, will have unexpected harvest. In market research, in addition to other colors of red and yellow basically No. But in the packaging design is still stuck in the old way immutable and frozen, if you want to skip this innovation should seek a new way of thinking, her unique and novel, catchy packaging design recognition, I used a blue, purple and green, not in terms of packaging color that will make you shine at the moment, but also easy to remember, rendering the color design more effective product characteristics and charm, the overall structure, eventually conveys a unique cultural atmosphere. Moreover, in the style, I also chose a large number of European patterns of non traditional patterns, but also enhance the aesthetic effect of the design, so that people have a fresh feeling. Through the color and the European pattern matching, more harmonious prominent my works theme - simple but not simple style.Simple but not simple style also for the brands image to increase the bright spot. It shows that the development of space is also very broad, the strengthening of the brand image. With the development of society, peoples brand awareness has been enhanced, the brand name or logo as the main performance of the design is now a lot of emphasis on brand packaging. Create a good moon cake brand, so that the brand in the hearts of people deeply rooted in the ChaoyangThe development of contemporary design, can not do without the participation and guidance of aesthetic theory. The theory must be clear and clear, and it is an important tool for academic and applied. Without the guidance of theory, the design will be lack of organizational foundation and fragile. At the same time, the development of human society, whether material or spiritual culture, the continuation of the historic and contemporary design should take effective means of guiding role of aesthetic theory, and keep up with the times and respect history. The visual form of product packaging carries this cultural character, cultural personality has become a commodity promotion and the formation of a main part, indicating a strong function in the process of social and cultural heritage, in the integration of. Sports culture has special, both longitudinal propagation, and lateral diffusion, and not always in the same cultural collision, rheological state. Its movement has its inherent power, also depends on the external force of the boost. The character of goods culture as an external force, although not consciously stand in the cultural and spiritual height to know the transmission function and the cultural significance, but the objective to promote the cultural exchange and fusion, deep into peoples lives, changing peoples spiritual culture, and even affect the construction of the whole society culture.With the development of Chinas economy, the prosperity of commodity economy gradually, and the increasing of peoples consumption ability and cultural qualities, the only care for the package from the angle of technology has been more and more be inopportune or inappropriate. The concept of packaging is loaded, which is now getting more and mor