Three Tips for Visual Communication in Packaging Design

For packaging design, visual communication skills are a very important topic. In addition to the basic principles of conciseness, novelty, and practicality, he must also pay attention to various considerations, such as market, display methods, size, market competition, and most realistic cost considerations. About the important factors of the visual transmission of packaging, designers have to consider it in depth.

Because packaging involves three-dimensional problems, the issues considered in visual communication are more restrictive than the general graphic design, but generally there are still three major performance issues such as text, color, and graphics in design performance. . Here's a recap of the three major performances:

(1) Text

Text is the basic symbol for recording and expressing emotions and communication ideas between people. It is the most direct and effective visual communication element. Through a great deal of printing, the message to be conveyed can be disseminated. Packaging is the most direct and largest sales promotion method in product marketing. Therefore, whether the use of text in packaging design is appropriate or not is a key factor in whether packaging can achieve sales promotion tasks.

The text itself evolved after long-term tempering. It itself has the beauty of pictographic and artistic atmosphere. Therefore, if the packaging designer can make good use of the text, the light is simply arranged and changed by words and words. Flexible use can create a great design. Since the text can be said to be an indispensable constituent element of each package, the package designer must have individual knowledge, that is to do a good job of packaging, must first control the text.

If you want to control the text, designers may have to understand the characteristics of various fonts, so that you can choose the appropriate font for the characteristics of the product. In addition to the in-depth understanding of existing font features, designers can also create new-style fonts based on the characteristics of the product to attract customers' attention and achieve sales.

(2) Color

Color can directly stimulate people's vision, can make people's emotions change, indirectly affect people's judgments, and therefore, color has become one of the key factors affecting the success of packaging design.

A good package must be visually pleasing to capture the consumer's attention so that it will be an excellent salesperson, whether in the supermarket or in advertising or print. Therefore, for packaging designers, how to use the characteristics of color to shape the visual transmission power of goods and change people's emotions has become the focus of the study of color issues.

First of all, designers must have a wealth of color knowledge to understand the basic elements of color, color symbolism, legibility, suggestiveness, recognition, the feeling given by various colors, and the visual stimuli of color itself. ..and many more. If the packaging designer can integrate the basic knowledge of color, it will be able to design a most visually stimulating package for the product.

(3) pattern

In packaging, the most common method of representation of patterns is expressed in [concrete graphics] and [abstract graphics]. The biggest purpose of packaging is to sell the contents (commodities) that are packaged, so basically let consumers know what they are buying. At this time, if they only express themselves through words and colors, they seem to be less realistic. The product will be described in detail with realistic, pictorial, and emotional expressions. In order to express its true feelings, the presentation of figurative graphics will usually be expressed in photography or illustration techniques.

In the performance of [abstract graphics], it is because of its calm and rational strong visual impression that gives consumers a strong impression and makes the goods themselves show a unique style in the packaging of colorful goods. The type of pattern to be expressed depends on the consumer's appeal of the product itself and the positioning and characteristics of the product itself.