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现代包装设计中的要素!

  包装原来的目的,只是为了使商品在运输过程中不致破损,便于储存。而现代包装,除了完成这些基本目的,逐渐成为产品设计不可或缺的一部分。随着商品竞争的加剧和人们对个性化商品的需求日增,包装的作用也日益明显。

  The original purpose of packaging is to make the goods not damaged in the course of transportation and easy to store. Modern packaging, in addition to these basic purposes, has gradually become an indispensable part of product design. With the intensification of commodity competition and the increasing demand for personalized commodities, the role of packaging has become increasingly obvious.

  的包装设计,可以提高商品的价值,诱发消费者的购买欲,而且随着超级商场流通机制的普及发展,顾客购物靠自己选择,商品包装设计的魅力成为促进购买的重要因素。对易耗消费品来说,包装的促销作用尤其明显。

  Excellent packaging design can improve the value of goods and induce consumers'desire to buy. With the popularization and development of supermarket circulation mechanism, customers buy by themselves. The charm of commodity packaging design has become an important factor to promote purchase. For consumable consumer goods, packaging plays a promotional role in particular.

  包装的视觉设计在设计方法和步骤上,与其它视觉传达设计有相同和相似的地方。包装设计也必须以市场调查为基础,从商品的生产者、商品和销售对象三个方面进行定位,选择适当的包装材料,先进行包装结构的设计,然后根据包装结构提供的外观版面,进行文字、标志、图像等视觉要素的编排设计,做到信息内容充分准确,外观形象抢眼悦目,富于品牌的个性特色。

  The visual design of packaging is similar to other visual communication designs in design methods and steps. Packaging design must also be based on market research, positioning from three aspects of producers, commodities and sales objects, choosing appropriate packaging materials, designing packaging structure first, and then arranging and designing visual elements such as text, logo and image according to the appearance layout provided by packaging structure, so as to achieve full accuracy of information content and pleasant appearance and image. Eye, rich in brand personality characteristics.

  现代国际市场上运用商业摄影手法的包装设计日趋增多。它顺应国际市场上自助式销售方式的出现和发展,顺应了顾客要求“真实地”了解产品的心理,顺应了社会化大工业生产的要求。使包装设计的画面具有直观、快速、准确地反映内在物,并就其形象、质感、色彩达到完美的地步,甚至超出原有产品的境地。现代技术和日益发展的电子制版印刷工艺,已为包装视觉传达设计提供了比逼真表达事物更高的物质手段,加上设计的巧妙构思,使商品包。装更富有魅力。  包装设计的主色调,应根据内容物来考虑,可以以商品的固有色为起点,采用加强或减弱的手法,或对比、或调和,以更好的突出商品的宣传效果,增强商品的竞争能力。

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  In the modern international market, the use of commercial photography packaging design is increasing. It conforms to the emergence and development of self-service marketing mode in the international market, to the customer's requirement to "truly" understand the psychology of products, and to the requirements of large-scale social industrial production. Make the picture of packaging design have intuitive, fast and accurate reflection of the inner things, and reach the perfect level on its image, texture and color, even beyond the original product situation. Modern technology and the growing development of electronic plate-making and printing technology have provided packaging visual communication design with a higher material means than the realistic expression of things, together with ingenious design ideas, so that commodity packages. Dress more charming. The main tone of packaging design should be considered according to the content. Starting from the inherent color of the commodity, the method of strengthening or weakening, or comparing or harmonizing can be adopted to better highlight the publicity effect of the commodity and enhance the competitiveness of the commodity.

  包装画面往往以底色作为主色调来处理是比较常见的。画面上的其他色彩需依据主调来恰当安排,各自为战的色调处理必然会出现零乱的弊病,那就无法突出主题,失去整体感。尤其在画面上出现对比色时,那就要注意二个对比色之间,面积大小不要太一致了,纯度或明度也不宜太接近了,使其达到既有对比(包括色相、明度、纯度对比),又有统一的感觉。有时在对比色之间不宜作减弱处理时,亦可采取用黑、白、金、银、灰等中性色加以勾边来处理,既保持了对比的色相对比,又达到了和谐统一的效果。

  It is common to use the background color as the main tone to process the packaging picture. The other colours on the screen need to be properly arranged according to the main tone. The treatment of their own colours will inevitably lead to disorder, which will not highlight the theme and lose the sense of integrity. Especially when there are contrasting colors on the screen, we should pay attention to the two contrasting colors, the size of the area should not be too uniform, the purity or brightness should not be too close, so that it can achieve both contrast (including color, brightness, purity contrast), and a sense of unity. Sometimes when it is not suitable to weaken the contrast, it can also be treated with black, white, gold, silver, gray and other neutral colors, which not only keeps the contrast, but also achieves the effect of harmony and unity.

  本质上讲,包装设计是通过人们的视觉进行传递。视觉要素和设计语言是全世界通行的,而且随着时代的前进,视觉要素和设计语言的传递水平越来越高,尤其是在文化水平较高和发达的国家,已越来越少地使用文字作广告词了,现代技术使人们已经能够直接地迅速地传递形象了。

  Essentially, packaging design is transmitted through people's vision. Visual elements and design language are popular all over the world, and with the progress of the times, the transmission level of visual elements and design language is getting higher and higher. Especially in countries with high cultural level and developed countries, less and less words are used as advertising words. Modern technology has enabled people to transmit images directly and quickly.

  一方面消费者越来越有知识,生活水平不断提高,使人们要求选择更多的花色品种;另一方面市场上繁多的商品又使消费者不知所措。这对设计师来讲就要研究更确切地、迅速地、简炼地传递包装物,设计效果应该是立竿见影,使自己的产品包装迅速“接近”消费者,以帮助厂商招揽更多的顾客。

  On the one hand, consumers are becoming more and more knowledgeable and their living standards are constantly improving, which makes people want to choose more varieties. On the other hand, consumers are confused by the numerous commodities on the market. For designers, it is necessary to study more accurate, rapid and concise delivery of packaging. The design effect should be immediate, so that their product packaging quickly "close" to consumers, in order to help manufacturers attract more customers.

  要了解市场上顾客的心理,预测消费者是如何在包装的外观特征上鉴别“这个”商品与“那个”商品,并且具备视觉要素和设计语言能打动人心的设计技能。

  To understand the psychology of customers in the market, it is necessary to predict how consumers can differentiate "this" commodity from "that" commodity in terms of packaging appearance characteristics, and have the design skills that can impress people with visual elements and design language.

  更多有关山东印刷包装的相关信息可以点击我们的官网进项咨询:http://www.sdyszb.com

  For more information about printing and packaging in Shandong, please click on our official website for inquiries: http://www.sdyszb.com


 
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