Analysis of Aesthetic Characteristics of Packaging Design (I)

Abstract : Packaging design belongs to the category of commercial design. It is a product of social aesthetics and has specific aesthetic value. Mainly in terms of aesthetic integrity, uniqueness, timeliness, practicality, and dissemination, etc., it is designed to achieve good publicity and commercial promotion effects.

Keywords: Dissemination Age Aesthetic Features Practicality Uniqueness Specific Commercial Promotion Commercial Design Publicity

Packaging design belongs to the category of commercial design. It has the purpose of protecting and promoting goods, and has high aesthetic value. Modern merchandise packaging, from the storage, protection, handling, beautification of appearance to promotion, solicitation, propaganda, conversion all reflect its aesthetic characteristics. It makes people feel deaf and hard-working, virtually improving people's aesthetic ideas and cultural personality. To develop packaging design art, we must clarify the aesthetic features of modern packaging art. That is: the aesthetic integrity, uniqueness, and timeliness of packaging design and the practicality and dissemination of packaging design.

The integrity of packaging design mainly includes the unity of aesthetic taste, the unity of form and commodity content, and the unification of art and technology.

The unity of aesthetic taste. Refers to the four elements of the packaging design of the product: the harmonious combination of colors, graphics, text, and materials, and creates a strong visual overall effect. This effect forms a unified artistic style and packaging design. It is a pure artistic treatment. The unity and change of its constituent elements are the same, but the packaging design as a practical art has a certain degree of dependability. Only the design and selection based on the content of the product, the three-dimensional modeling of the packaging design and the plane of each display surface Treatment must be combined with functional materials. The preferred form should be suitable for the protective and usability requirements of the contents, and also the combination of changes in the form content and the physicochemical properties of the selected material to prevent unconsciously falling into the blind form of the game in the design, which will not only weaken the form of Beauty can even have a negative effect. In addition, the packaging design emphasizes a unified aesthetic concept, design elements such as text (basic text, data text, explanatory text, advertisement text, etc.), color (total color, auxiliary color, logo color, symbol color, etc.), graphic design The layout design must be coordinated and integrated. That is, each element is consistent in the tropism of aesthetic taste and forms a unified aesthetic effect. This effect is the key to the overall package cover. Therefore, the processing requires that the various elements are closely related, and the processing techniques require that the elements be consistent. For example, the upper body of the Marlboro cigarette case adopts dark red, the lower body is pure white, and the color is striking and prominent, reminiscent of the masculinity of the western cowboy. The logo of Philip Morris, which is stamped with bronzing on the top of the cigarette case: Two horses guarding a golden crown, together with the black Marlboro logo, make people feel that Marlboro is extraordinary and gives a sense of beauty.

The unity of form and product content. Aesthetic taste is not equal to formal skill, but it must be expressed through formal skills. If the drawing of a product's outer package is colorful and the name of the product is not prominent, it will appear as if the title is lost. Packaging design is carried out on the limited screen of a limited area. This is a spatial limitation. The packaging sales process is also recognized by consumers within a short period of time. This is a limitation of time. This space-time restriction requires packaging design. Can not blindly seek perfection, everything. Instead, it requires selective and focused design. Focused packaging is more conducive to improving sales. For example, some products with famous brands or brands can use branded trademarks as the focus of performance. The US “Coca-Cola” focuses on the famous brand from the perspective of the decorative form of the “Coca Cola” typeface. This brand focus. Some products or new products with outstanding quality can use the product itself as the focus, and some products with strong targeted users can focus on the performance of the consumer. In short, regardless of how they perform, Be focused on conveying a clear message of content. The ultimate result of this principle is the unity of the form and content of the guidance. On the one hand, it recognizes the objective existence of formal beauty and has its own relative independence. On the other hand, the philosophical principles of content, form of content, and content of form service never run out of certain content. Take the Royal Salute 2l in Scotch Whisky as an example. The wine was carefully brewed over 21 years and was decorated with blue, red and green royal impregnated porcelain bottles. The bottle was engraved with the 21-year old wine certificate issued by the Round-table Orchid Whiskey Association. Prove that the entire package is elegant and rich. The cigarettes of KENT cigarettes are white in color. A white castle stands in a white color and is adorned with the golden "KENT" trademark, which reminds people of the noble life in the old castle. The background color of the Camel cigarette case is pale yellow, which means that the vast desert. Pyramids and palm trees on the background pattern represent the ancient East, giving a mysterious and primitive feeling. The packaging of such products should give people a feeling of high quality brand name.

The unification of art and technology. With the unification of aesthetic taste and the unified artistic concept of form and content, how can this idea and feeling be fully embodied? This requires the unification of art and technology, which is also the basic requirement of packaging design as a whole. The unification of art and technology is the design concept of "Bauhaus" and also the design idea of ​​modern mainstream packaging people. Nowadays, the rapid development of science and technology has penetrated into all kinds of art fields. In terms of modern packaging design, whether it is the creation of ideas, design techniques, or framed materials, it requires science. With the advent of the computer age, computer art has become the material basis of modern design. It serves computer functions to the application of artistic innovation and design. The application of computers has enriched the design techniques and shortened the production time. This requires the designer's design concept to keep up with the development of the times, and quickly grasp the high-tech knowledge and use. The advantages of modern science and technology, to the packaging design of science and technology wings, so that packaging design take off.

The uniqueness of packaging design styling commodity packaging should highlight artistic personality. Personality is the particularity of contradiction. People have an infinite variety of individual differences in the aesthetic consciousness of reality. The development of art needs creativity, while the value of artistic creation lies in the individuality. The individuality of each art category is different from others. The unique nature of the art species.

The packaging design is also the same. When the goods are in circulation, they must be differentiated by packaging. The same or different types of merchandise are purchased on the basis of their unique packaging design that is recognized by the consumer as final recognition. This means that a successful product packaging design always embodies the artist's personality and innovation. In order to benefit the creation of individuality, the artist should understand the health and aesthetic needs of society, and at the same time, understand the qualities and advantages of his personality. Avoid weaknesses in the process.

By giving full play to their individual temperament superiority, they find a contact point between their own temperament and social aesthetic needs, and form a certain image of a knight. There are two salutes on the brand logo pattern and a Suger product style. Products require a unique personality, color design requires a special atmosphere and sense of luxury. For example, French high-end perfumes or cosmetics have mysterious charm and incredible atmosphere, showing the romantic atmosphere of Paris. This kind of product should be elegantly designed regardless of the package type or color. The packaging design must give play to the national characteristics, and whether the arts embodied in the aesthetic consciousness can reflect the national characteristics of aesthetic ideals are important issues related to the uniqueness of this art, aesthetic charm and artistic vitality. From a design point of view, whether it is in the East or in the West, the packaging design art is not unrelated to the development history and historical sources of its own packaging. Different cultures, different lifestyles, and different aesthetics will also affect the packaging design of goods. Artistic style. For example, the United States is bright and strong; Germany is exquisite, rigorous, reasonable and lively; Russia is stable and strong; France is gorgeous and exquisite; And we are also making full use of modern science and technology to reflect the characteristics of the era style to explore the pursuit of their own national style. For example, some packaging designs use traditional materials such as paper, wood and bamboo, rattan grass, brown hemp, wheat straw, and wicker, etc., to be processed by modern techniques to create a product package that is quaint and cost-effective, with a strong local flavor. The national atmosphere in today’s era caters to the aesthetic psychology of modern people returning to nature and advocating nature.