What is the significance of symbols in commodity packaging design

People in the historical and cultural accumulation, the formation of a number of specific structures, such as pictures, text, color and other image combinations, which are often contacted by people repeatedly use the symbols of the elements. When they are used in packaging, they have visual symbols that represent products, reflect products and convey commodity information. When the symbols are presented, people can associate the products with the symbols and images, thus guiding the behavioral process LlJ. The same thing phenomenon, potentially a variety of interpretations, from different perspectives, with different things associated with the phenomenon, the nature and meaning of the different. A certain commodity characteristic, from a certain point of view interpretation may hinder sales; from another point of view interpretation, it may become a favorable sales strengths. In a sense, the key lies in how you have a say. Packaging design in the graphics, text, color and other symbols. All are designed to convey the concept of goods or commodity information. Symbols not only indicate and represent the significance of things, but also has a certain emotional meaning, aesthetic meaning and prayer intention. This requires that the designer should have a keen sense of scrutiny, the use of symbols should have a sense of image, sense of semantics and color sense of the visual effect of the picture, text, color and modeling, structure of the different measurements of the significance of the meaning and meaning of a more comprehensive understanding and grasp.

l The Meaning of Symbolic Imagery

A symbol is a certain form of meaning given to it. People give the stone to be firm and stubborn; give the red color to be passionate; the white color to be pure or sad; give the circle to be complete, the curve to be gentle, and so on. When people associate a symbol with another thing and use a symbol to represent another thing, the thing represented is the element of the symbol, and the thing represented is the referent of the symbol. That is to say, when a certain ~ symbol is associated with a certain meaning, it constitutes a symbolic relationship between the two. Language is a symbolic element, words are symbolic elements, graphics are symbolic elements, shapes are symbolic elements, abstract lines, colors, shapes, rhythms, etc. are called symbolic elements. For example. Straight line Symbolism is decisive, strong, and masculine; "Curve, arc" is soft, flexible, beautiful, elegant, delicate, and feminine; Spiral line Has a sense of ascension, transcendence, and decadence; Equilateral triangle is stable, firm, and eternal; Roman script Solemn and elegant; Cursive script "Slender, beautiful 1 - Composite material 'upscale, modern;. Lime green Calm, quiet; silver. Silver. rich, pure, etc. Symbol is the intermediary between expression and reception, and also the intermediary of communication activities. In people's communication activities, it is through symbols to express their intentions and thoughts and feelings, and through the perception and understanding of symbols to accept each other's intentions and feelings. And packaging is a kind of use of symbols to characterize the setup behavior, is in the use of symbolic elements to illustrate, explain, express the product, express the enterprise to give consumers the benefits of the promise of imagery activities.

2 symbols in commodity packaging imagery meaning

Packaging symbols imagery is used to represent the product or characterize the basic image of the product, its modeling structure and text, graphics, color (symbols) to reflect the nature of the product. Symbolic imagery is a direct demonstration of product features, functions and values. Using symbolic elements, it constitutes the relationship between the metaphor (packaging) and the body (product), so that they influence each other, penetrate each other and integrate into a complete image. Like liquor bottles, cans shaped with the advantages of preservation and sealing; watercolor pencils transparent plastic bag is for the convenience of color recognition; gold and silver jewelry of high-grade decorative box can increase the value of goods. Similarly, toothpaste should be different from shoe polish; orange juice should see a sweet and sour flavor; handbags look like bags; glue shaped bottles should have the function of easy to use; children's blocks must have the image of guided matching. These expressed images, functions, looks, flavors, and values are the product packaging imagery given by the symbols.

The meaning of a symbol is contained in the interpretation or explanation given by the interpreter in relation to the generalized object, and any symbol functions in a system of signs. One is infectious; it characterizes the product by simulating or realizing the object, that is to say, the figurative relatedness between the medium and the referent panopticon. Such as many canned goods packaging, realistic photographic images, can add a certain interest in the product and sense of reality. Secondly, it is indicative; its media and refers to the direct connection between the object of a causal or image, such as Master Kong convenient bowl noodle packaging, so that the corporate logo, standard fonts, colors and symbols of graphics constitute the image of the product packaging, so that consumers in the recognition of packaging at the same time, to deepen the understanding of the enterprise. Thirdly, it is symbolic; there is no similarity or causal connection between its medium and the referent object, but the result of convention L4j. e.g. changing the ripple shape into a wave shape to symbolize the packaging image of the put detergent. Symbolic representation is at the same time relative, and the same symbol can be incorporated into different types of packaging representations from different perspectives. Ripple symbol can be included in drinks, soaps, medicines and other packaging, the main grasp of the interest of the commodity and the symbol of the image of the change in design.

How to give a proper image to a particular content requires both the interconnection of factors and the separation of factors. Just as the circle or oval symbol gives a sense of completeness, acceptability and inclusiveness, it is the basic shape of many packages, but it is necessary to combine them with other symbolic elements for the sake of graphic effect. For example, the concentric circles on the Tidc (Tide) package are covered with bold Tide characters, which have the effect of highlighting the brand and harmonizing the picture. Since symbolic expression has ~ certain psychological effect, in creative design, we can't just focus on the symbol's referential meaning, but also consider its emotional impact on people. Only a strong emotion into the specific symbols, can evoke the audience of various levels of need, the formation of packaging image (symbols) sublimation, to stimulate people 1 door to the potential imagery of the goods associations.

The application of symbols in commodity packaging design to grasp:

1) Figure, text, shape without cognitive barriers, and easy for consumers to remember, recognize.

2) Make its image distinct and can trigger certain associations, the image into emotional symbols to form a sense of order.

3) Use of closure, similarity, texture, photography, and the effect of open windows to form a unique shape and constitute a perfect shape.

4) Consider the convenience of use from the structure, and reflect the individuality of the package from the shape.

5) The choice of symbols should be suitable for printing and production technology requirements.

3 Expression technology and design method

The most important thing in packaging design is how to make the characteristics of the goods to do the performance of the crop, in the performance of thinking, that is, to deal with the symbolic elements of the relationship between the concept of goods. For people who have not seen the fungus, to make him understand the form of the fungus, only depicted in words, to make him really understand the fungus, logo design, trademark design, logo design, album design, website design, VI design, packaging design is not easy, if you can use the picture, and then the text will be easy to understand. About philosophical or ideological issues as well as human feelings and actions, they can be expressed in words only. However, if you can use pictures or graphic symbols, it will be more helpful to understand. Because graphic symbols can show concrete images and guide people's vision, they occupy a dominant position in packaging performance. Of course, the text symbols and color symbols is a modern form of expression on behalf of the enterprise product imagery, but in practice, limited to the packaging performance of certain enterprise products, only graphic, text, color reproduction of the goods can be a strong claim .

The use of packaging symbols is in the intuitive feeling, from the commodity interest, the logic to consider the form of the process. The main solution to the meaning of the figure, the sense of color, the image of the word changes, the structure of the reasonable, novel and beautiful modeling. In this regard, can be considered from the following aspects:

Authenticity - photo or illustration-based performance.

Readability - text image-based performance.

Visibility - in the original color of the goods or contrast; complementary colors, gold, silver resulting in a sense of form and visual sense.

Uniformity - with the logo, standard word, color as the design elements, to form a sense of corporate product image.

Formality - to highlight the personality (modeling structure) to establish an image for the product.

Sensory - abstract geometry in the embodiment of product characteristics, the formation of a recreated image of the image, so as to cater to the new era of consumerism.

Products are for people. And packaging has both for the product and guide the dual function of consumption. In the modern market competition, the purpose of its design is centered around the human needs of behavioral activities. This is due to the satisfaction of the original needs, changes in social psychology, changes in the social and cultural atmosphere and changes in economic conditions. Therefore, it is essential to conduct timely investigation and discover new needs for design thinking. Each symbolic element in packaging design should contribute to the way of expression that people think about. Packaging symbols are the expression of the product, linking producers and consumers of the link, in promoting production, accelerate the circulation, cultivate people's feelings play an important role.