How to plan packaging design style?

Facing the psychological needs of modern consumers, the problem of packaging style is unavoidable for any designer. With the emergence of more and more dazzling goods in the market! As long as it is packaged, no matter good or bad, it will appear in a certain style. Walking into supermarkets and shopping malls, as long as you compare them a little, you will feel that different packages have different mental outlook besides conveying different information. Extensive freehand brushwork and beautiful neatness; Some are serious and grand, and some are humorous; There are fresh and elegant, but also elegant; Some are lyrical, some are philosophical ... through the packaging with different styles, we can still vaguely feel its cultural belonging and national feelings.

Whether it is deliberate pursuit or natural expression, the formation of style is inseparable from its overall expression, cultural background and spirit of the times. Among many factors that affect packaging style, there are both material factors and non-material factors. Material factors include the whole formal system such as the shape, color, material and form of packaging. Non-material factors are often potential factors such as cultural background, regional environment and national habits of packaging. Relatively speaking, material factors can be easily changed, while non-material factors often occupy an increasingly important position with the accumulation of culture because of their inheritance.

As far as expression is concerned, the formation of packaging style often comes from the most striking features in the whole packaging image. Because most packaging is developed in three-dimensional space, there are many factors that affect the packaging style. For example, the external form and structure of packaging, the form and principle of packaging picture, the color and proportion of packaging, the material of packaging, the way of opening and closing of packaging, and even the size of packaging form will have an impact on packaging style. Among these factors, how to find the most striking factor is the key to form a style. Generally speaking, the form of packaging pictures often plays a leading role. This is because a large number of packages are ordinary squares and circles; Even if the shape changes slightly, it is still not enough to compete with colorful pictures. For example, a group of food packaging adopts different container shapes and different materials, and the composition form and design style have been unified in the label pictures, so the overall style is still unified. Among them, the most striking feature is obviously the elegant label. There are many ways to form a unified style. For example, although a group of packages are different in shape, structure, picture composition and color, they all use the same material and the same opening and closing method; Or although the colors are different, the principle of color setting is similar, and high-purity red, yellow and blue are used. Or although the picture composition is different, the composition principle is similar, and the picture is activated by plane, interval, jump, insertion, etc. Or the packaging shapes are different, but the molding principle is similar, and they are all round and smooth, so they can always achieve a unified overall style. Among them, choosing a certain similarity is an effective way to form a style. Of course, some packages unify the shape of the package, the form of the package picture and the logo. However, by changing the tone and color matching to pursue the change of unity, it is still possible to make each bag have its own unique personality without destroying the overall style.

As far as a packaging work is concerned, a distinctive and unique style can only be produced in an overall and orderly form. Random patchwork, trivial and unsystematic forms will cause confusion in style. On the contrary, it is very important to find out the most significant factor among many factors and weaken other factors appropriately. This factor may be its modeling structure, or its unique picture composition, or its unique material, or its color setting and so on. Everything you want is unique, and as a result, there may be multiple heads, wrangling with each other, causing visual interference. No one can stand out and the original style will be weakened.

The formation of the overall packaging style is also influenced by intangible factors such as its cultural background and national habits. At present, there are different forms and styles of commodity packaging in different regions and countries in the world, such as European and American styles, Japanese styles and China's national styles.

European and American countries started packaging earlier, with a higher degree of industrialization, and modern design technology was widely used. The United States is an open-minded immigrant country, which is reflected in the variety and diversity of packaging design. France is a country that respects both tradition and modern consciousness. The French believe in religion and are passionate about science. They are a multicultural country. Their mantra is "France is always changing, and solidification is a disaster for the French." Therefore, European and American packaging pursues novelty and strong science, especially functional packaging, which pays attention to commodity. Color photos are usually used to vividly reflect the characteristics of the content, so that consumers can see at a glance and it is convenient for sales and shopping. The trademark is clear and eye-catching and impressive. A large number of words and charts introduce the composition and performance of the product, and the brand name adopts concise and oversized fonts; Color uses high-purity primary colors, which has distinctive features and strong visual impact in the display of similar goods. It can be seen that European and American style packaging pays attention to practical functions and uses more commercial artistic techniques, which contains a strong commercial atmosphere.

Looking back at Japanese packaging design, we can feel the strong oriental charm. We use natural materials such as bamboo, grass rattan or various recycled paper to make boxes, baskets and other styles. On the surface, cursive characters are used as design means, and traditional patterns are used as design elements. It takes a lot of effort to deal with the details. Delicate and soft patterns, with elegant colors, are commonly used in ivory, camel, orange and purple, which strongly reflects the unique harmonious style of Japan. Generally speaking, the Japanese packaging style is fresh and elegant, and the structural treatment and binding methods are quite elegant, giving people an overall aesthetic feeling. Japanese designers often combine tradition with modernity.

Modern packaging abroad focuses on "expressing feelings", while traditional packaging in China focuses on "expressing feelings" to express the implicit beauty of China's classical aesthetics. China is an ancient civilization with a history of thousands of years, and its predecessors left a lot of artistic treasures, which is the embodiment of oriental colors. The packaging of traditional products and practical articles for people's life in China, such as the packing box of writing brushes in the Western Han Dynasty, the makeup cover of lacquerware for women, brocade boxes, etc. All of them are based on the principles of applicability, firmness, aesthetics and scientificity. The blue cloth box of cultural relics is developed from the traditional decoration-"thread-bound book envelope", which is simple and generous. Brocade box filled with ink, with a small inscription on it, is rich and elegant. Many native products, wines and cakes in China also like to adopt ethnic forms and styles. For example, Shaoxing's "Daughter Red" jars are painted with operas, which happily express China people's good wishes for "family happiness". Jiangnan's "crisp sugar" and "cloud cake" are packed in red paper and carved with wooden boards, which are quite distinctive. There are also tea packed with bamboo shoots in Fujian, handbags woven with corn husks in Shandong, oil gluten baskets in Wuxi, and preserved eggs packed in bamboo baskets in Yiyang, Hunan, all of which have strong local flavor and national characteristics. In addition to the above traditional packaging styles, many modern packaging also embodies national preferences. For example, many packages are symmetrical and even decorations, or traditional calligraphy, auspicious patterns and folk patterns are transformed into modern designs. The overall style still embodies China's unique Confucianism. Many local products adopt national patterns and patterns, unique composition, unique packaging methods and materials. On the whole, it still exudes Chinese style.

Mr. Lu Xun once said: "Things with local colors are easy to become the world, and they are noticed by other countries." Therefore, how to design a package with distinctive Chinese style, for designers, should not only consider its modern means of expression, production methods and other material factors, but also pay attention to its cultural background, national characteristics, lifestyle and other deep-seated connotations. Exploring and utilizing traditional and national resources for modern design will be more conducive to creating China style.