ON THE SERIES PACKING VISUAL IMAGE DESIGN试论系列化包装的视觉形象设计.doc

On the series packing visual image designAuthor: Huang WeibinAbstract: serialization packaging design has remained people of all ages and product packaging design strategies and methods, especially in contemporary society is inseparable from its features. Its performance characteristics are not simply solve the needs of different the social consumer groups existing contradictions and effectively meet the needs of different consumers; more important with the development of the series the way in producers and consumers the gulf between the spirit of the differences between the same levels of consumer plays a positive role. Series packing is a differentiation strategy, a prominent corporate strategy and brand personality. Prominent corporate image and brand personality is serialized packaging design strategy must follow a principle, first powerful visual lineup establish a good brand image in the consumer psychology, to enable enterprises to achieve a good market share in the competition to win the initiative . This article aims to series packing visual image of how to better design performance practices, a detailed classification analysis and exploration. Strive tends to be concise, systematic, clear, and adapt to the times, to meet the requirements of peoples aesthetic choice.Paper Keywords: series packing; vision; Image DesignAt the moment, the packaging design has become an important strategy for the enterprise market share. Under this strategy, how to make the product packaging to win the competition in the market to meet the different needs of consumers, and promote the corporate image, has become the core issues businesses and designers to think. In the study of the central issues more and more companies and designers to target in the form of product serialization packaging design, the design of the visual image of the packaging for this series will be the core issue in the core of the primary solution . Based on this specific design and use of the visual image of the design elements of the series packaging design should be more detailed and systematic understanding and grasp.A series packing design conceptThe term "series packing out by Teo American countries in the 1970s, it is now generally agreed that the first to propose the series packing design concept is the United States and Europe. In fact, in the form of a series packaging design the early packaging design of the human already exists.Chinas "Design Dictionary" series packing definition: the the packaging series design is a form of packaging, also known as the family package, the manufacturer of the enterprise all product packaging uniform shape, color, decorative patterns, and text, so that they have a unified phenomenon. Business competition series packing allows consumers to easily and clearly identify the goods produced by the same manufacturer, so as to enhance its visibility. The Japan Packaging Dictionary of: Packaging series "trademark for all products, as the center, take the commonality of design in terms of image, color, pattern and text to make it easy to identify with the competitive enterprises goods" 2. While both to explain the order of hierarchy and semantic differences, but for the understanding of the nature of the series packing design and elaboration are the same brand as the core, the use of container shape, structure, graphics, colors and text symbols given unified visual image, the formation of the "family" of packaging each other with common features, to obtain the overall unified visual communication effect, enhance promotional effectiveness, occupy the market, to achieve the best sales purposes. Today, the series packaging design concept in terms of teaching a extension, has new content and defined. In order to apply to changing circumstances and needs of the environment, we have a whole new way to update the packaging design concept of fulfillment and extended series. The present series packing design concept is a dynamic concept. Therefore, we need it in a dynamic, continuous development of the updated market environment experience and understanding of its meaning. In modern social life, in the form of a business or a brand of the same species, different varieties of products are used in a unified and standardized packaging design changes, is serialized packaging design use.Second, the series packing design featuresFamily: the series packing in the market are play fighting as a team, advertising, marketing promotions are a team groups in promoting products on the market is also often placed in the form of overall single product The final sales, the family of this great show.Brand: series packing a business or a trademark, brand name different types of products, the unified design a common feature; special packaging shape, color, pattern, logo, text, graphics design, and so unified design, the formation of a unified visual image. In this overall image tend to show a unified brand overall effect.Diversity: especially in the excellent series packing reflects the diverse and unified laws of form. Having a variety of changes in the United States, both unity of the whole United States, the display shelves in effect showed a strong impact.Series packaging technique of expressionThe image of the visual design of the series packing packaging form, color, name, grade, combinations, the choice of a common material material made series, form a set of grand unified group packaging design follows the principle of Unity in Diversity , seeking unity, change and unified. The series package contains Name and trademarks, color, graphics, size and shape, composition, text, texture and other elements, usually trademarks, product name can not be changed, the remaining elements of at least one to be a reasonable design changes may produce a series of effects.(A) the design of the different colorsAs the saying goes: "From a distance, the color nearly see the flowers." Cognitive object first response to color, and then the shape of the cognitive. Therefore, the color as the packaging visual communication elements compared to other elements more visual impact. Similar products is just the color to change design, shape, graphics, text and other elements are the same as this change strong visual effects, design technique is relatively simple, the application of the time series effect. For example, the design of the Master Kong brand of instant noodles series is a successful typical case. Series packing the use of color has a great impact on consumer psychology, on the use of color based on the characteristics of the modern consumer society, the characteristics of the goods, consumer objects must be selected. Study and master the different consumers different color degree of psychological acceptance and effective use of color to increase the the series packing of its role. Achieve color is the possibility of packaging silent sales.(B) different size and shape of the designSimilar products in the graphics, color, text and other elements are the same, just the size, shape change. Such variations have been frequently used in cosmetics, food packaging. Different specifications and modeling the performance or reflect the level and grade of the product. We know the each consumer consumption purposes, education, aesthetic standards, ages and economic income level differences are more or less, resulting in different packaging demand for consumer goods and consumer psychology. Products of different specifications and modeling the performance or reflect the level and grade of product packaging to achieve or optionality of different consumers, so that consumers and packaging products have a direct dialogue ". This degree of integration across consumers with a single package barely communicate. To a series of packaging design makes between products and consumers to reach some kind of fit, enhance consumer demand will undoubtedly increase sales for businesses. Posted on China paper Download Center http:/www.studa.net(C) a unified brand and other elements of the design changesToday, we have entered the era of a simplified cognitive, and strengthen the brand symbol in the packaging design is to use the simplest and most direct means of communication, to help consumers quickly and rapidly to make judgments on the brand, the brand message with a symbol to express , consumers see this symbol on the thought of the brand, associated with the thought behind the brand connotation. For businesses, this is the most efficient communication costs. For a product, the brand symbol more conspicuous force. When similar products only brands (trademarks, trade names, etc.) unchanged, graphics, color, text, shape, composition and other elements are changed; This change is extremely rich, interesting and also very strong, practices designed to keep the consistency and style unity, in order to obtain a series of results. This variation is commonly used in childrens toys and food packaging series, with the display showing the effect, able to attract the eyes of a child. Is also conducive to identifying and creating famous brand, increase market competitiveness.(D) a unified design, and other elements changesDespite the variety of products, the modeling structure of the same, but the main elements of a screen image - graphics, text, colors, trademarks and other unified composition, or emphasize graphics performance practices, to form a unified picture. Design should follow a basic principle: content determines form, what kind of what constitutes a form, which is very important. Packaging products under various names, but the large category have their own vested, each of which has its own form of visual characteristics, cosmetics gentle, hardware tools rigid, heavy, non-staple food appetite sense, rational medicine, childrens products lovely, the taste of cultural goods, textile products Comfort native country flavor, the sense of modern high-tech electronic products, the nationalization of the civil handmade product characteristics, are to constitute design reflected in the design must constitute a clear purpose, depending on the product, select a different composition in the form, not far-fetched, students pull rigidly applied. In a series of products, each product must be done in a whole image down design features. Its overall composition is often carried out under the unified layout design, in a unified pattern, showed up from the local parts of the personality characteristics reflect this unity in addition to the single package unified expression, more unified focus on groups sex. In the design of packaging constitutes visual form elements can be summarized as point, line, surface constituent element accumulation patterns can be regarded as the image of the point, the long, narrow shape can be regarded as the line, form a relatively large area can be regarded as the surface . Constitute the design process can take full advantage of point, line, surface elements, in a predetermined the good spatial scales, with modern computer-aided design the variability and convenience of repeatedly adjust the position, size transform, interspersed relations, and zooming far, split dislocation technique to obtain a wide range of composition. Sometimes you can also remove the color converted to black, white and gray screen to exclude the interference of color, to repeatedly examine the relationship between the point, line, surface, observed various forms constitute the power distribution is ideal for primary and secondary relationship . By trial and error, change, trial and error, find the image of the product serialization packaging design positioning design.(E) unified text, other elements produce changes in the design"Body text is in the eye of the packaging," any piece of packaging can not be separated from the text, the packaging can be no graphics, no color, but there must be no text. The text on the product packaging can accurately tell consumers the box with the exact information of the goods loaded, packaging design elements, other elements can not do. Text elements in packaging design design designer according to different product attributes to continue to create new visual identity to meet consumer novelty and change individual needs. However, in the design process to identify the "degree" to grasp, can not pursue new, extraordinary change so that the text is not easy to identify. So the the series packing image text design in addition to master basic writing text law, should focus on text performance product attributes; the various text font style temperament, connotation, the United States expressive; study text typography art. Accurately grasp its essence the connotation and extension and then a unified visual image style series design will get better text to convey its series of products. Unified text, font is also an important way of packaging series. In the the packaging visual image design, sometimes only the unity of the use of fonts and layout, you can make the product packaging to achieve serialization effect. This point in Japans national product packaging design reflects more clearly.(F) Material series packaging designPackaging material to make one in the visual impression tactile beauty, feel good things can cause a feeling of closeness, while considering the visual appearance of packaging design must take into account the special feeling of human contact with the product. Tactile beauty is an aesthetic needs of the modern man. Series of packaging material currently on the market, but the design of the green theme of environmental protection and recycling, paper packaging timber series packing design. Special paper continues to introduce new series packing visual image design provides a substantial look. Of course, other than paper, metal, wood, plastics as well as some new type of composite materials. Due to the different materials and textures will give people different visual experience and psychological feelings, rational choice of the packaging material is to determine the important factor of the packaged goods, grade. We are familiar with China Great Wall Wine, select wood materials overpack its natural, primitive, long virtually increase the characteristics the pro degree of their products and historical precipitation sense. Similar to the wine product packaging design special requests has a unique personality, a special sense of atmosphere and high sense of luxury interpretation of special materials, so choose high-quality packaging material to become a necessary tool to enhance their social status. Of course, the need to focus on the packaging the use of special printing process.The series packing design approach is to update and improve the continuous mining and exploration With the changing times, consumers as well as the audiences aesthetic level, the visual demand will occur with the change of time. Modern serializ