Application of Graphic Language in Packaging Design (I)

Abstract: The graphic design in packaging aims to obtain an effect that can quickly convey product information. The article explains the importance of graphic language in packaging design by specifically discussing the classification, manifestation, and basic principles of the graphical elements in packaging design. Its purpose is how to use graphic language to design packaging products with strong visual impact, so that they can attract consumers' attention in a very short time, and then achieve the function of promotion, and ultimately increase the sales of packaging products in the market. Occupancy and competitiveness.

Keywords: packaging design; graphic language; visual communication

The graphic language in packaging design is the use of graphical elements in the visual communication of intuition, richness and vividness, accurately conveys the content and information of goods to consumers, and draws consumers by visual attractiveness of graphics. The psychological reaction leads to purchasing behavior. The graphic language in packaging design often constitutes the main part of the overall image of the package, which makes the product image with personality beauty and aesthetic taste, and strengthens the promotion function of the product. A good packaging product can communicate silently through visual language without words. It can overcome geographical limitations, break through language barriers, and integrate cultural differences to achieve the artistic effect of silent infection. This article discusses the classification, expression forms, and basic principles that should be followed in the packaging design. It explains how to use the expression form of the graphic language to leave people with a complete and profound impression in an instant and to make the packaged product. The information can be accurately and quickly delivered to consumers.

1 Classification of Graphic Elements in Packaging Design

The graphic elements used in packaging design are varied, and these different forms of graphic language convey a certain amount of information, which in turn enhances the consumer's impression of the product. The graphic language on the package can be divided into several types: product physical image, raw material image, logo graphic, and symbolic graphic.

The physical image of the product is to directly display the image of the product on the packaging. The visual representation of the product is performed through photography or realistic illustrations, so that consumers can directly understand the appearance, color and quality of the product from the packaging. The raw material image means that there is some processing. After the goods, they do not see their raw materials from the outside. However, in the manufacturing process, these products use distinctive raw materials. To highlight this, the image of raw materials is displayed on the packaging, such as orange juice, and the main image of the screen is displayed. Oranges, apple juice drinks, the main image of the picture for the apple, see Figure l. This type of graphics are mostly used for food, beverages and other commodities, which helps consumers understand the product features, easy to identify, easy to buy; use the product brand logo as a graphic on the packaging, can emphasize the brand and product quality can be Reliability. The logo represents, to a large extent, the reputation of the company and the quality of the product. The connotation of the production of goods. In the brand-positioned packaging design, the logo graphics are more eye-catching and intuitive, and can all become graphic images on the packaging. See Figure 2. In the packaging and decoration design, when composing the product brand logo graphics, their respective proportions must be handled properly, and they cannot be arbitrarily enlarged or reduced for the sake of composition; symbolic graphics are the use of images that have nothing to do with the content of the goods. Using metaphors, metaphors, symbols, and other expressions to highlight the character and efficacy of the product. In the case where the shape of the product itself is not suitable for visual performance or features, this expression can enhance the image features and interest of the product packaging.

Packaging designers should be good at using the above graphic elements to design packages based on the needs of different consumers and the content of the products, and then accurately express the attributes of the products. In the use of these graphic elements, attention should be paid to the contrast and unity of the visual elements between the figures and texts, figures and figures, and figures, not to make the connotations of the figures inconsistent with the content to be expressed, or to give people the feeling of being indifferent.

2 Expression of Graphic Language in Packaging Design

There are various forms of graphical elements, and each of the creators' expression language is also different, so different techniques will produce different results. In general, the expressions of the graphic language in the packaging design include two kinds of representations, such as figurative graphics and abstract graphics.

2.1 Representation of Concrete Graphics

The presentation technique of figurative graphics refers to the representation of natural objects and artifacts in realistic and descriptive ways. At a glance, people can understand at a glance what it expresses. Its characteristics are easily elicited by known experience. , directly causing recognition and association. This kind of expression can best describe the products in the package and emphasize the realism of the product. The representation of specific images is usually based on photographic images and paintings.

In packaging design, photographic images can convey product information intuitively and accurately. Because it can truly reflect the shape, material and quality of the product, the image is vivid and the color gradation is rich. Therefore, the application on packaging is becoming more and more widespread. Photographic graphics in addition to photo performance, but also can use a variety of special treatment, such as darkroom technology, computer graphics processing, in order to form a variety of graphic forms. And it can also make a true reproduction of the scene in the process of consumption of goods in order to promote the characteristics of the goods, highlight the image of the goods, and promote the desire of the consumer to buy; paintings are intuitive and enjoyable, is a propaganda Good means to beautify, promote, and sell goods. There are various performance techniques such as inkjet, watercolor, sketch, gouache, crayon, and acrylic painting, which can be designed and created according to the characteristics of the packaged product. Painting techniques are not the same as pure paintings in the packaging of goods. They can reflect the taste of commerce; they also differ from photography in that they are free to choose, refine, and generalize.

2.2 The expression of abstract graphics

An abstract graphic refers to a graphic with indirect appeal that consists of points, lines, and faces. In the performance of the packaging screen, abstract graphics have no direct meaning, but they can also convey a certain sense of information. Abstract point, line, and face change can be a means for Lenovo's performance and guide the viewer's association experience. The abstract graphics are free and diverse. From the techniques of abstraction, there are abstract circles, occasional abstract graphics, abstract textures, and computer-aided design.

The so-called “man-made” means that the creator creates a visual sense of individuality through careful arrangement and design of points, lines, surfaces and other modeling elements. The arrangement and arranging method follows rhythm, rhythm, and contrast according to the form of form. Gradient, density, and other forms of combination, in order to create different visual image features. Occasional "is relative to human" in terms of. In fact, incidental abstract graphics are also created by the design of people. Only the image is more accidental, so It is free, easy and impersonal, and occasional graphics are created in a variety of ways, such as: using water characteristics to create a natural form using techniques such as adsorption, splashing, blowing, repulsion, etc.; The technique is to use the corresponding texture features and the characteristics of the product itself to reflect the character and attributes of the product, for example, rough and smooth, dry and moist, cold and warm, will give people different visual experience and association; Computer-aided design has been widely used in packaging design, through some image design software You can easily get the ever-changing graphics, provides a wealth of material for packaging design.

2.3 The application of graphical representation in the packaging design

There is a correlation between the graphics on the packaging and the merchandise in order to fully convey the characteristics of the product, otherwise it does not have any meaning and cannot be reminiscent of anything. So what kind of product packaging, the need for figurative graphics which kind of packaging, abstract graphics I selected beverages, cosmetics, canned food, cakes, candied sweets, cigarettes, stationery, medicines, cleaning supplies and other 9 categories, do A sample market survey. The survey is shown in Figures 3 and 4.

As shown in Figs. 3 and 4, the most used figurative graphics on the packaging include canned foods, cakes, beverages, candy, etc., and the use of abstract graphics includes stationery, cleaning products, cosmetics, and the like. An answer is obtained from this conclusion: that is, if products are more physiological, such as eating or drinking, they are more important than figurative figures; if they are more psychological, such as make-up, beautification, social status, and power, It is possible to use abstract graphics.