Packaging Design Information Transmission (2)

2, text transmission

In the packaging design, the use of text as a symbol for information transfer can be very effective. It can not only attract consumers' curiosity and attention, but also enable consumers to quickly obtain product information from the most well-known Chinese character symbols. For example, a plum brand “Life Flavor” (Figure 3-1), which was launched in February 1997 by Taiwan's Xinyi Agricultural and Rural Association, uses Chinese characters as a symbol of visual communication and directly conveys the internal information of the product. . This unique design quickly emerged from a multitude of colorful products and achieved compelling design intent. For an interesting experiment, also taking the map as an example, the author erased the text of the front paper bag (Figure 3-2), and then investigated the surrounding 30 people. As a result, 22 people could not determine what was contained in the paper bag. 6 people use the words on other paper bags to infer that the same brand of plum may be loaded inside, but not sure; 1 person thinks that the paper bag was misplaced in the shooting, causing the photographer to take a picture 3-1 Yao Yu packaging Figure 3-2 erased the life of the text of the packaging photos of the defeated; one person according to the "reunion of things" principle that the paper bag is loaded with plums. Imagine putting such a paper bag on the shelf of a supermarket. What will happen to consumers? Is it shopping bag, garbage bag or food packaging bag? What kind of product is inside? The answer is unknown. Consumers do not get direct and effective product information. Nature will not rush to touch such a package.


It is worth noting that the text symbol in the design of export goods packaging is prone to the phenomenon of information transmission distortion. If the translation is inaccurate, the choice of fonts is inappropriate, and the arrangement of the text is inconsistent with the preferences of foreign consumers, it is a factor that causes distortion of the text transmission. Swedish packaging design expert Volkhet once pointed out: "A significant weakness of Chinese export goods packaging is the inability to correctly use Western text and fonts, so that the ultimate effect of packaging has a sense of non-professional, and this non-professional Make consumers feel distrustful of packaging, misrepresent the image, and reduce the product's identity.” The following author lists several countries’ written design requirements and regulations for imported goods packaging for reference.

The United States stipulates that: In addition to specifying the ingredients on the packaging of foods and medicines that are required to be imported, it is also stipulated that the trademarks, product names, and descriptions of small packages each account for 1/3, and must be written in British units of measurement. South Korea stipulates that the written description of labels attached to imported food packaging must be in Korean. The contents of the label include: the product's name, composition, production date and method of use, the manufacturer's name and address, the company's and product's business license number, quantity, capacity, and handling procedures in the event of a quality problem.

Japan stipulates: For food and medicine, its content and usage must be described in Japanese. The food category must also indicate whether it contains artificial pigments or preservatives, and specify the name and address of the importer.

Australia stipulates that the packaging label of imported products must be marked in English and the standard English font should be used. The text should be clearly recognizable, and the color and background color should be contrasted.

Canadian regulations: All prepackaged product labels that are required to be sold anywhere must be expressed in English and French. In summary, the text symbol is the most direct and key factor in the transmission of packaging design information. Any packaging design can not be separated from the description of text symbols. It can be said that product packaging without words cannot complete information transmission and cannot enter the consumer market.



3, indirect information transfer

The indirect information transmission of packaging design refers to the indirect information about the product obtained from the design work through design symbols, such as graphics, colors, and so on. Due to factors such as age, gender, region, and cultural and educational level, consumers' understanding of graphic symbols and color symbols varies from person to person. Therefore, graphics and colors become indirect channels to help consumers understand the products. They complete the information transmission in an indirect way. E.g:

Let M(d) be the direct design information obtained by the consumer, (M:message, d:direct), M(i) is the indirect design information obtained by the consumer, (M:message, i:indirect), M(v) ) is the amount of implicit information carried by the design work, (M: message, v: veiled); likewise, with a representing the consumer's ability coefficient (a ≤ 1), e represents the acceptance of the design information by the consumer. Coefficient (e≤1, e:easy). The above variables have the following mathematical relationship:

M(i)=aeM(v)<M(d)

The formula shows that, due to a and e coefficients, the amount of information indirectly obtained by consumers is less than the amount of information directly obtained.

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