Second, the grasp of composition skills Just like the grasp of color techniques, the compositional techniques are more varied, and the relationship between the two is interdependent and mutually expressive. But color is the foundation, and composition is the process and the ultimate goal. So composition is important. In the process, in addition to grasping certain skills, we must pay attention to its visual effects. The effect is the ultimate goal. (A) grasp of the composition skills Composition skills, in addition to contrasting skills in the use of color need to learn to master, but also need to consider several comparative relationships. Such as the composition of the thickness of the comparison techniques, the composition of the skills of the far and close comparison, the composition of the contrast of the vegetable skills, static contrast of the composition skills, composition of Chinese and Western skills contrast. Comparing ancient and modern composition techniques. (1) Thickness comparison of composition techniques: The so-called “thickness contrast†refers to the colors used in the composition process and a style formed by the color composition pattern. In the calligraphy and painting work, we know that there is a work brush and freehand brushwork Or the brushwork and freehand brushwork appear on a single screen (like the Chinese painting master Qi Baishi's paintings of Chinese cabbage and Chinese wolfberry), and this style is often used in the packaging composition. Some contrasts between the main pattern and the foil pattern contrast with the contrast between the main pattern and the foil pattern; some are the contrast between the center pattern and the background pattern; some are rough and sweeping, and the other side is exquisitely fine and delicate; some use the wild grass calligraphy to replace the pattern. This can be seen anywhere and anytime in some alcoholic and food packaging. Such as the missed brand dumplings and Ploen shampoo shampoo is like this. (2) The distance and contrast of the composition techniques, in the composition of Chinese paintings and landscapes, into the close-range middle and long-range perspective, and in the design of the packaging security, with the same principle, should also be the composition level of several screens near the COSCO Group. 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 earliest used instant noodles packaging, the first Into the eyes of people is the Shuanghui trademark in the blank background and the large Shuanghui word (ie close shot) of the white variety in the background of dark red squares, which in turn is the main character of the smaller “Fried Beef Noodlesâ€. (It should be said that the second line of sight, also called the middle view), is again the product picture (also called the third line of sight, bounded by the middle view) that expresses the contents of the package. Then there is an auxiliary corporate mascot slogan. Performance clarification, corporate logos, etc. This obvious sense of hierarchy is also called the three-step visual principle. It shows the most to be expressed at the same time as people take a look at the habit of viewing a still-still picture from top to bottom and from right to left. The theme section. As a designer, at the beginning of the creation of the painting, the production should first understand the theme of the appeal, and create an atmosphere of stardom and support for the moon. So that the image of my equipment design is like a powerful magnetic force tightly pull the sight of the camper. (3) Comparing the density of composition techniques: Speaking of the contrast between the composition techniques, this is very similar to the complication of the use of color, and it is also the same as the whiteness of the Chinese painting, that is, the place where the pattern is concentrated must be diffused. The foils should not be concentrated or spread. Reflect a kind of density coordination, clear rhythm, Zhang Youxi and show emptiness. At the same time without losing the theme. Recently, I saw a lot of packaging design, the entire screen is dense, colorful, from the background pattern to the theme of the pattern is a very heavy color performance, people feel pressure and can not pass chlorine, so not only can not beautify Products do not promote boredom and lack appetite for the purpose of promoting sales. This is why we did not grasp the contrast between density and density. (4) Comparison of static motions in framing technique seven: In a pattern, we tend to find this phenomenon, that is, an explosive pattern or a careless look on the background or periphery of a packaged theme name. In fact, some crazy thick lines, or ribbon-shaped English or patterns, etc., which are intentionally painted, all show a kind of “dynamic†feeling, while the theme names are dignified and the background is light and calm. This kind of scene is the contrast between static and moving. This contrast avoids all the fancy and too static. So the visual effect feels comfortable. In line with people's normal aesthetic psychology. (5) Chinese and Western contrasts in composition techniques. This kind of contrast often uses the combination of Western cartoons and Chinese traditional techniques or the combination of Chinese sinology art and English in the packaging design. And on the screen, the western people's photos or a certain picture are directly displayed in a realistic manner on the packaging pattern. This form of expression is also a common reference method. This is on children's products, women's socks, and clothing. Or cosmetic packaging often appears. (6) The comparison of composition techniques: There are both ancient and modern use. Ancient peoples use ancient times for their present purposes. In particular, in order to embody a cultural taste, they are often used in the design and composition of ancient packaging for the decoration, calligraphy, figures and patterns of ancient classics. On the current packaging, this is the most obvious display on the packaging of wine. For example, the liquor of the "Dream of the Red Chamber" and the liquor and food of the Taijiu Liquor and the Mid-Autumn moon cakes and the black old Peanuts are all reflected and excavated in these aspects. In addition, there are some high-end gift boxes for cosmetics and daily necessities, and their patterns and patterns are also looking for ways of grafting from classical culture. This can give people an antique, elegant and intrinsic pursuit or comfort in one aspect. Therefore, the people are very popular with consumers. Third, grasp the cultural connotation A good packaging design must make people feel comfortable and have a pleasing aesthetic psychological satisfaction. Therefore, several aspects of the above-mentioned design techniques are, in the final analysis, to realize people's satisfaction. In addition, the core of this satisfaction must not be less cultural. This cultural connotation is like a person's temperament and cultivation, giving people an inner charm, leaving people with endless room for an aftertaste. The packaging design of the special ham sausage of King Shuanghui Wangzhong fully embodies this feature. The main image of Wang Zhongwang's product represents a sitting lion, in addition to showing that the product is a top-grade product and can be used in the same family. It is also said that Wang Zhongwai and Wang Zhong also show that the Chinese nation is such as the Eastern Lion, disdain for everything, look at the world, and is no longer a waiter for the “sick man of East Asia.†It also shows that the company’s development is booming, full of hope, and it is a growing culture. content. Because this kind of packaging is very interesting. Of course, there are also many packages that only give people a colorful impression. Or just a product name, telling you what's on the line, this kind of packaging or the low level of designer, itself is not a high-level literary person, even more, this product itself is not on the grade, but also unable to Say high added value, so this package does not contain any vitality. Therefore, production, a good product packaging, or need to inject certain cultural connotations, especially on behalf of the product corporate culture connotation, or the pursuit of corporate philosophy: either there is a certain symbolic meaning, explain what a problem: either implied The point of appeal, what kind of revelation is given to people, or that represents a company's special color, special words, or represents the product is a property. If a packaging design does not have the above-mentioned, it is not a successful packaging design, so I said that in the other article, the author once again strengthened the designer's basic qualities and made it necessary for the designer to read the book. Cultivation, improve the aesthetic level, can be designed to be popular with good packaging works. In short, the packaging design skills, in addition to the need to grasp the aspects of color, pattern and cultural connotation, require designers to learn from life, learn from the masses, learn from the market, and constantly understand and study the consumer's The needs and aspirations, the practicality of people’s lives, and the alignment of aesthetics and enjoyment of life, are the only ways that product packaging design can continuously improve to a new level, sublimate to a certain new level, and can promote products under market economy conditions. Play an important positive role in promoting. Source: Shenzhen Maidi Advertising Photography Design Co., Ltd.
Packaging Design Tips: Understanding of Cultural Connotations (2)