First, grasp the color skills
Color skills should be noted from the following points: First, the relationship between color and packaging; second, the contrast between color and color itself. These two points are the key to the use of color.
(1), color and packaging reference
So, where should we talk about the relationship between color and packaging? The main purpose is to reveal or reflect the internal packaging items through the external packaging color. People can basically perceive or think about the inner packaging when they look at the outer packaging. I have mentioned this issue many times in past articles, but if we can walk into the store and take a look at the goods congratulations, many commodities fail to reflect this kind of anaphoric relationship. Consumers can't think of what they are packing from the inside. Of course, it will not play a positive role in promoting sales of products. The color of normal external packaging should grasp such a characteristic to varying degrees;
(1) Going forward from the industry, the normal colors of foods are expressed by the main colors of goose yellow and pink, which gives people a warm and intimate feeling. Of course, among them, tea uses a lot of green, beverages use a lot of green and blue, alcohol and cakes use a lot of red, children's food uses a lot of rose, and daily cosmetics use it normally. The main colors are mostly rose, pink white, light green, light blue, and dark brown, to highlight the warm and elegant feeling, and the clothing and footwear are mostly dark green, dark blue, brown, or gray, to highlight the calm The beauty of elegance.
In terms of performance characteristics, as far as food is concerned, cakes and snacks mostly use gold, yellow and light yellow to give people the impression of fragrance; tea, beer and other beverages mostly use red or green, symbolizing the richness and aroma of tea; Tomato juice and apple juice are mostly red, which indicates the nature of the item. Although some packages do not look similar to the colors of the product attributes as mentioned above from the main color, but if you look carefully, if the design of the package is written by your own home, then in the picture of its outer packaging There must be a symbolic color block, color point, color line or concentrated content highlighted in that color. This should be a triumph for everyone. There are many such examples in the packaging of some clothing and some makeup, and even the packaging of some wine.
(2) The contrast between color and color
Besides, the contrast between color and color. This is the easiest thing to show in many product packaging but very difficult to grasp. From the master in the design, the wound effect of the packaging is Yangchun Baixue, otherwise, it is the chin. Such a word is often popular in Chinese calligraphy and painting. In fact, it is a comparison. In the packaging design, this comparison is very obvious and very common. The so-called contrasts generally have the following contrasts: namely, the contrast of color use, the contrast of color use, the contrast of dots and faces used by color, the contrast of simplicity used by color, the contrast of elegance used by color, and the contrast used by color Contrast and so on.
(1) Contrast of color use. This is the most frequent in the current packaging design color, and the most widely used. It is very common in many graphic designs (referring to posters, hanging pictures, or landscape binding). The so-called contrast between the shades should refer to the two shades in the design color that appear cleverly on a picture at the same time, which produces a more coordinated perspective effect. It is usually used as a large area of ​​light-colored floor, and a dark composition is used on it, such as a light yellow floor, a brown color is used for composition, or a light yellow or white pattern line is used in the brown color block; also as Use light green for the base; dark green for the composition; pink for the base; the red for the composition; the light gray for the base; the soap black for the composition, etc. These are the contrasts of the colors used. In this form of packaging design, we can use some cosmetic packaging or some Western wine packaging, especially in Western Europe wine packaging. China's Changyu wine and Shuanghui's sausage and Xijie's meat packaging are mostly expressed in this form. This type of packaging is also common in Japan and South Korea and Taiwan. The visual effects it displays are bright, simple, gentle and elegant.
(2) The contrast of light and heavy used in color (or the contrast of light and dark) This is also one of the important reproduction methods in the application of packaging color. This kind of light and heavy contrast is often used to bring out the dignified and deep theme pattern on the light and elegant background color, or in the dignified and deep theme pattern (mostly the color block pattern). Show the theme and name of the light and elegant packaging, as well as the trademark or advertising slogan. Conversely, it is also covered with a large area of ​​heavy and deep pigments. In addition, use light and elegant tones or concentrate a certain color block or fully decorate some patterns. In this light and heavy contrast, the general pigments have a coordinated color contrast and a cold and warm color contrast. The method of coordinated color contrast is often light green to dark green; light yellow to dark coffee; pink to scarlet, etc., and the contrast of cold and warm colors is mostly Black and white, red and blue, etc.
(3) Dot-to-face contrast (or size contrast) used for color, this contrast is mainly used in the design process of a packaging picture, using the contrast from a center or concentrated point on the overall picture, that is, small range and large range Contrast between pictures. In daily life, especially in washing cosmetics, we can see on the product packaging box, the entire area is clean, there is a very concentrated small square of heavy color (or Oval or small circle) and then the theme of the brand and name of the package content is reflected from the screen of this small square, which is not only a combination of point and surface, but also a contrast between large and small, and occasionally from point to And the gradual transition contrast.
(4) Contrast and simplicity of color usage. We can see the unified 100 instant noodles. On the bottom of their packaging is the actual pattern of instant noodles, and at the top of the screen is the entire clean green and red color, which is very prominent. "100", and then look at the cover of the 66th issue of "Packaging World" (also called book packaging). Using a large area of ​​straw to lay out the photos, it seems very complicated and even the four words of the packaging world are mixed in, but the center position of the positive picture shows a clean and round blank. It is marked with "This edition will be expanded and expanded in 2000" and "Welcome to subscribe to the local post office". It's that simple and simple, but it independently puts the focus of the magazine's most need to express ideas. I have also seen a dumpling packaging bag and a seasoning packaging bag in the store. The whole picture uses green black and yellow pigments and intertwined on one screen, that is, I want to show that the trademark is forced to be impatient I also wanted to express the name and the supporting pattern. As a result, the large-scale complicated design did not have any practical meaning. The dark lining pattern appeared, but the main body of the above description should be diluted and flooded, causing this kind of packaging. A sense of depression and irritability in people's psychology naturally affects sales.
(5) The contrast of elegant desires used in colors is mainly to highlight the common characters and contrast its elegance. And this vulgar way of expression is to use the "dirty" chaos and disorder of the color (in fact, it is unique, some Western oil paintings are very about this expression-that is, modern abstract art). This kind of composition is either a symbolic disclosure of the theme, or it serves the theme of "carrying on the lotus". Make it a little red among the thousands of flowers. For example, on a packaging screen, it seems to be carelessly painting a bunch of messy colors or throwing them on it. Then quietly aside or in it cleverly clear the theme of the pattern. This is a very interesting thing. In addition to packaging, even book bindings, advertisements, posters on promotional posters, and casual sections on TV have tried this way.
(6) Contrast contrast used in color. This contrast contrast is essentially a contrast effect formed by different pigments themselves. This contrast effect is usually expressed by: the contrast of light and dark (or the contrast of yin and yang), like China ’s easy light map; the contrast of warm and cold, such as the contrast of red and blue; the contrast of movement, such as a light and calm background and lively jumping Contrast of pattern and text: light and heavy contrast, such as the contrast of deep pigment and light pigment and so on.
The combination of these colors is entirely because a pattern needs to be expressed by the contrast of different colors, but this pigment is an indispensable object that constitutes the entire packaging pattern element. Some patterns are even different. Ingenious combination of pigments. Therefore, in the process of studying packaging design, if you do not pay attention to grasp the contrast between color and color itself, there is no way to design a good packaging pattern.
Second, grasp the composition skills
Just like the grasp of color techniques, the techniques of composition are more diverse, but the relationship between the two is interdependent and mutually expressed. But color is the foundation, composition is the process and the ultimate goal. So composition is important. In the process, in addition to grasping certain skills, pay attention to its visual effects. The effect is the ultimate goal.
(1) Grasp composition skills
Composition techniques, in addition to the contrast techniques used in color need to learn from the master, also need to consider several contrast relationships. For example, the comparison of thickness of composition techniques, the comparison of near and far of composition techniques, the comparison of vegetable density of composition techniques, the static and dynamic comparison of composition techniques, and the comparison of Chinese and Western composition techniques. Comparison of ancient and modern composition techniques.
(1) Thickness and thickness contrast of composition techniques: The so-called thickness contrast refers to the colors used in the process of composition and a style formed by the patterns formed by the colors. In painting and calligraphy works, we know that there are meticulous and freehand , Or gongbi and freehand brushwork appear on the same screen (like the painting of Chinese cabbage master Qi Baishi's cabbage and grasshopper), this style is often used in packaging composition. For this contrast of thickness, some are the contrast between the main pattern and the backing pattern; some are the contrast between the central pattern and the background pattern; some are a series of thick rugged clouds, while the other side is exquisitely thin. , This can be seen anytime, anywhere in some wine and food packaging. Such is the case of the Miss brand dumplings and the Rejoice brand shampoo.
(2) The comparison of the near and far of composition techniques, in the composition of Chinese painting landscapes, the close-range and medium-range prospects are studied, and in the design of the packaging map, on the same principle, it should also be the composition level of several kinds of pictures in the near, medium and long-range. The so-called near is the most eye-catching part of a picture, also called the first visual impact. This most eye-catching is also the most important content to be expressed in the packaging pattern, such as the instant noodle packaging used by Shuanghui, the first In the eyes of the people are the Shuanghui trademark on a blank background and the large white variety of Shuanghui (i.e. close shot) on a dark red square background, followed by the main characters of the smaller "Braised beef noodle" line book. (It should be said that the second line of sight, also called Zhongjing), again is the product photos that describe the contents of the package (also called the third line of sight, bounded in the middle of the scene) and then the auxiliary corporate mascot slogan, Performance descriptions, corporate logos, etc. This obvious sense of hierarchy is also called the three-step rule of vision, which highlights the most important expressions from top to bottom and right to left while taking into account the habit of people viewing a still life picture Theme section. As a designer, at the beginning of creating a picture, he should first understand the theme he is asking for, and create an atmosphere where stars stand on the moon and stand out from the crowd. So that the picture I designed looks like a strong magnetic force to tightly draw the salesman's sight.
(3) Comparison of density and density of composition techniques: Speaking of density and density contrast of composition techniques, this is very similar to the simple and complex contrast of color use, and is also the same as the flying white in Chinese painting, that is, the concentrated place in the pattern must be diffused It is not appropriate to concentrate or spread all of the foil. Reflect a kind of dense and dense coordination, clear rhythm, Zhang Youchi, showing ethereal. At the same time, the theme is outstanding. Recently, I have seen many designs of packaging patterns, the whole screen is dense and colorful, from background patterns to theme patterns are all very heavy color performance, let people feel depressed and cannot penetrate chlorine, so not only does it not beautify Product, the purpose of promoting sales, but not let people get bored and lack of appetite. This is caused by not grasping the density comparison.
(4) Static and dynamic contrast in composition technique 7: In a pattern, we often find this phenomenon, that is, the explosive pattern displayed on the background or surrounding of the name of a packaging theme or fancy In fact, a few crazy thick lines intentionally smeared, or streamer-shaped English or patterns, etc., all show a "dynamic" feeling, and the theme name is dignified and stable, and the background is light and calm. This scene is a contrast between static and dynamic. This comparison avoids all the fancy and too rigid rigidity. So the visual effect is comfortable. In line with people's normal aesthetic psychology.
(5) Contrast between Chinese and Western in composition techniques. This kind of contrast often uses the combination of Western-style cartoon techniques and traditional Chinese techniques or the combination of Chinese sinology and English in a package design. And on the screen, the photo of the Westerner or a certain screen is prominently displayed on the packaging pattern directly by realistic methods. This form of expression is also a common reference method. This is on children's products, women's socks, and clothing. Or packaging on cosmetics often appears.
(6) Comparison of modern and contemporary composition techniques: both foreign and Chinese are used in ancient times, especially in order to reflect a cultural taste, people often use ancient classics, calligraphy, characters and patterns in packaging design composition In the current packaging, this is most clearly shown on the packaging of wine. For example, the wine and the Taibai wine in the Twelve Golden Hairpin Ladies in the Dream of Red Mansions, as well as the Mid-Autumn Festival moon cakes and black old bag peanuts in food are all reflected and excavated from these aspects. In addition, there are some high-end gift boxes for cosmetics and daily necessities. The ornaments and patterns are also looking for grafting techniques from classical culture. This can give people an antique, elegant inner pursuit or a certain comfort. Therefore, the people are very popular with consumers.
Make-Up Remover Wipe,Makeup Wipes,Makeup Remover Pads,Makeup Remover Cloths
DONGYANG COMEXA SANITARY PRODUCTDS LTD.,CO , http://www.comexawipes.com