Product Package Design and Consumer Psychology (I)

Packaging is the most extensive and frequent visual image of consumers. In the era of scientific progress and highly developed economy, commodity packaging design has become a product of the combination of science, art, and culture. It requires a unique combination of creativity, kitsiness, and modern technology. As a highly knowledge-intensive creative activity, commodity packaging design plays an important role in inducing consumption, improving commodity competitiveness, and promoting enterprise development. On the premise of quality assurance, personalized product image is the most effective promotion method.

First, the graphics, text and color in the packaging design of goods

(I) Graphics in Product Packaging Design

Graphics can be divided into three major categories: figurative, abstract, and decorative graphics.

1, figurative graphics

(1) Photographic images: Photographic images are a direct image language that can truly express a product image. With vivid image language, products have a high degree of visual impact, and their application in packaging has become increasingly widespread. In addition to realism, photographic graphics can also use a variety of special processes to create a variety of graphic effects.

(2) Realistic paintings: Photography cannot replace paintings. The so-called realistic painting is not a purely objective reality, but a subjective choice based on the performance requirements of the object to be expressed, so that the image is more simple and perfect than the real thing.

(3) Induction Simplified Graphic: This refers to the general treatment on the basis of realism. Summarize features and simplify levels to make objects more concise and clear. In terms of expression methods, changes in points, lines, and surfaces can produce a variety of performance effects.

(4) Exaggerating changes in graphics: This is a change process based on inductive simplification. That is not only summarized, but also emphasizing distortion, so that the performance object achieves a lively, humorous artistic effect.

2, abstract graphics

The abstract graphic refers to the use of point changes, line changes, and surface changes to refine and summarize the specific image of the product and express an implicit, intrinsic, intrinsic semantics. Abstract graphics have a wide range of performance, and have a great potential for the performance of the packaging picture. Although abstract graphics have no direct meaning, they can also convey certain information and guide the associative feelings of the viewer.

3, decorative graphics

The application of packaging design to decorative graphics is also extensive, including the borrowing of traditional decorative patterns. Decorative patterns should be used in conjunction with the contents of the properties, characteristics, grade appropriate use.

(b) Text in the packaging design of goods

Just like advertising design, packaging design sometimes can not have graphics, but it can not be without text, text is an essential element to convey the packaging design residence, many good packaging design pays great attention to text design, and even completely change the text to deal with the decoration Screen.

The text content of packaging and decoration mainly includes the following aspects:

1, the basic text: packaging brand, product name and the name of the production company. It is usually arranged on the main display surface. (The name of the production company can also be arranged on the side or on the back.) The brand fonts are generally standardized to help establish the product image. The article name text can be decorated and changed.

2, data words: data words include product composition, capacity, model, specifications and so on. The layout is mostly on the side of the package, on the back, it can also be arranged on the front. Design to use printed fonts.

3, explanation text: explain the product use, usage, maintenance, precautions and so on. The text should be clearly defined and the font should be printed. Generally not arranged on the front of the package.

4. Advertising Text: This is a promotional text that promotes the characteristics of the contents. The contents should be honest, concise, lively, deceived, and verbosity. The arrangement of the parts should be changeable. (Ad text is not necessary text)

(III) Colors in Product Packaging Design

The color on the packaging is the factor that affects the most active visual, so the color design of the packaging is very important.

1, the total color

The overall sense of packaging color is gorgeous or simple, depending on the total color of the packaging color. The total color tone is directly reflected in terms of hue, lightness, and purity. Such as Ming tune, dark high, fresh tune, gray tune, cold tune, emphasis, weak tune, soft tune, hard tune, readjustment and so on.

2, area factor

In addition to hue, lightness, and purity, the size of the color area is an important factor that directly affects hue. Color matching first considers the arrangement of large-area colors, and large-area colors have long-distance visual effects in packaging displays. In addition, when the contrast between the two colors is too strong, the area of ​​one of the colors can be enlarged or reduced without changing the hue, purity, and brightness, and the adjustment can be performed.

3, visibility

Visual recognition refers to the clarity of the color hierarchy. Good visibility is very important in visual communication design such as packaging and advertising. On the one hand, viewing the degree of eye color itself, on the other hand, we must look at the contrast between colors.

4, accent color

The accent color is the key color in the total color tone, and is the color used in combination with the area factor and the visibility. It is generally required that the brightness and the degree of constitution are higher than the surrounding colors, and the area is smaller than the surrounding colors.

5, interval color

Interval color refers to the use of another color, such as spacing or sharing, between adjacent and strongly contrasting colors, which can enhance coordination and reduce contrast. The interval color itself is mainly neutral black, white, grey, gold, and silver. If a colored interval is used, it is required that the interval color and the separated color have large differences in hue, lightness, and purity.

6, gradient color

Gradient is a gradual change of color, hue, lightness, purity can be used for gradient changes. Gradient color has a harmonious and rich color effect, and is used more in the color processing of packaging.

7, contrast color

Contrast color is different from accent color, which is the color with similar area and hue contrast. This kind of color has a strong visual effect and is advertising.

8, the symbol color

This is a conceptual color that does not directly imitate the color characteristics of the contents, and is symbolically applied according to the common understanding of the consumers. Mainly used for the performance of certain spiritual attributes of a product or the performance of a certain brand of ideas.

9, flag color

The color of the logo mentioned here is not the color of the trademark, but the color used to distinguish the packaging of different kinds or similar products of different varieties.

10, auxiliary color

This is an opposite color to the accent color, and it is an auxiliary color method for the effect of the total color tone or the accent color to enhance the tone level and obtain a rich color effect.