Design work is the first step in the production of color boxes and the foundation of the entire production. Its contents are constantly changing with the change of color box packaging functions, and as market competition intensifies, corporate profits continue to decrease, and the design work content becomes more and more important at the same time.
In recent years, the packaging design widely recognized by the packaging industry is a product-oriented overall packaging solution, which generally includes the analysis of the characteristics and packaging requirements of the packaged product, the analysis of the product circulation environment, the positioning of the packaging design, the determination of the packaging materials and packaging forms, Product packaging and decoration, packaging promotion, packaging sample production and evaluation, and product packaging technology and equipment determination. It can be seen that the overall solution of product packaging essentially includes the connotation of generalized packaging design, and also involves content in other fields.
Every aspect of packaging design work has its main content, and they are related to each other. Good designers must not only have graphic design creativity but also be familiar with the entire product packaging process. They must have full grasp of the product attributes, container structure and other aspects related to the success of product sales. The designed products must be Accepted and recognized by customers and markets. This requires designers to not only master the theoretical knowledge of buffer packaging design, but also have an understanding of the entire production process of the enterprise, especially the subsequent production of color boxes, and also have the necessary aesthetic and cultural cultivation. Only when all aspects are well considered and scientific design methods are used to guide practice, can high-quality products be obtained.
Based on a certain idea, the designer properly handles the shape, decoration, and color, and consciously creates and displays performance to attract people's beauty and attention.
When designing a color box, it should first meet its overall design requirements, and secondly, it should take into account the relationship between structural design, modeling design and decoration design, that is, the structural design should be based on the characteristics of the packaged product, environmental factors and user requirements. Reasonably design the carton cover, bottom, adhesive flaps, dust flaps and other components. Not only to meet the principles of overall design, but also to coordinate with the requirements of styling and decoration design: styling and decoration design, from the aesthetic point of view, emphasize the display and display of packaging. In addition, the size and strength design is also an important part of the carton design. It not only affects the appearance quality of the product, but also relates to the production and circulation costs.
The concept and meaning of packaging design vary with the research and service targets. Broadly speaking, the packaging design of products is a design activity aimed at three major functions of packaging-protecting products, convenient use, and promoting sales. The design work should include product protection design (such as buffer packaging design, moisture-proof and other functional packaging design), structure and process design (such as collective packaging, combined packaging design, etc.) and packaging product design and decoration design. In a narrow sense, packaging design only includes the three main contents of packaging structure, shape and decoration design, but the three are not simple stacking and addition, but an organic combination of interconnection and interaction.
Structural design of color box
Packaging structure design is based on the actual conditions of packaging and production, based on scientific principles of packaging design and internal accessories design, modeling and structural design is an important part. The design must ensure that the structure has sufficient strength, hardness and resistance to other environments. Two points must be considered. One is to protect the primary function of the product, and the other is to meet the important characteristics of modern packaging, such as transportation and processing characteristics.
Commodity packaging decoration is inseparable from the packaging container, packaging shape and structure design is an important part of commodity packaging. Commodity packaging is mainly divided into two categories: transportation packaging and sales packaging. The sales package is a package that directly meets and uses with consumers, and its shape and structural design should meet the requirements of "scientific, beautiful, and marketable". When designing, it is necessary to consider not only the aesthetic problems in modeling and decoration, but also the scientific and reasonable problems in structure.
Excellent packaging styling and structural design, not only can accommodate and protect commodities, beautify commodities and promote the sale of commodities, but also should be easy to carry, easy to use, easy to display and easy to transport
At present, commonly used packaging materials are paper, plastic, ceramics, glass, bamboo, wood, metal and various composite materials. In particular, carton packaging is the most widely used among various packaging materials. It has a lightweight and tough texture, which is convenient for production, printing, display, transportation, inventory and processing, and is inexpensive. It is widely used for protecting various commodities.
Common structure type of color box
Color box packaging can be divided into three categories according to the basic form: a foldable carton is called a folding box; an unfoldable carton is called a carton; the paper is processed, compounded, and glued to make a liquid container, which is collectively called soft packaging box. Among them, the folding carton is most used in product packaging, and its structure has the following basic types:
1. World cover and rocker type paper box. They are pressed with tangents according to different graphics on the surface of the box. You can open the lid to see both the product and the decorative graphics, text and trademarks on the surface of the box. And easy to display and promote goods.
2. Window type paper box. The window-opening carton has three forms: partial window opening, transparent lid and multi-sided transparent. It is generally used in combination with transparent plastic sheet, and the window opening shows the goods, which is convenient for consumers to purchase.
3. Portable carton. Some products are packed in large volumes. To facilitate the carrying of customers, a handle is added to the carton. The handle is designed to be foldable as much as possible, so that it can be easily transported and does not occupy too much area.
4. Shaped paper box. The special-shaped carton mainly has various forms such as triangle, pentagon, diamond, hexagon, octagon, trapezoid, cylinder, semi-circle, and book type. The structure of this carton is the packaging shape presented by the combination of arc, straight cut and surface. The advantages of special-shaped carton are novel and beautiful.
5. Special structure carton. It is to make a gap in a certain part of the carton, or add an accessory to pour out powdery, granular, blocky or liquid goods. The carton structure can be diversified. For the convenience of consumers, special designs can be made according to the different uses of the goods.
The chic shape is mainly reflected by the special-shaped structure, which requires the design of functional structures (such as handles, hand holes or vents, automatic folding carton adhesive flaps, etc.), characteristic structures (such as cut corners, hollows, feet, etc.) And the appearance of the structure (such as non-flux column, non-planar structure) and other special structural elements to achieve, so that they can be satisfied.
There are many kinds of packaging, beautiful appearance, ingenious structure, and various forms, which can attract the attention of consumers. [next]
Main points of color box packaging design
A more important design element in commodity packaging design is the shape of the packaging. It is the same as other design such as architectural design and industrial product design. The box-shaped design of the packaging and the shape design of the container are determined by its own function, which is determined according to the nature, shape and weight of the packaged product. The principle of three-dimensional composition is reasonably operated to solve the packaging structure Medium is a more scientific design method.
The carton packaging structure should give full play to the forming characteristics of the polyhedron in terms of the functions and characteristics of the products, and skillfully use body language to express the characteristics of the products and the beauty of the packaging. Many food packages on the market today are based on the definition of the polyhedron in Plato or Archimedes. Each face composed of repeated shapes is composed of different shapes: the more faces combined The closer to the sphere. The modeling elements are the basis of the three-dimensional composition, which includes points, lines, surfaces, bodies, spaces, colors, and textures. Various modeling elements have their own meanings and unique expressions. The dots play the role of marking the position in the space, the line plays the role of penetrating the space, the face plays the role of dividing the space, the body is formed by the arrangement of the face, and the texture is the form The structure of the surface is the tactile and visual texture obtained by the arrangement of the material surface and the difference in the organizational structure.
The shape of the carton is a three-dimensional shape, and its forming process is a process in which a plurality of component surfaces are moved, stacked, folded, and surrounded to form a polyhedron. Among them, the face plays the role of dividing the space, cutting, rotating, and folding the faces of different parts, and the faces obtained by Xin have different emotions. Using the special properties of paper, through the ingenious design of straight opening bending, face folding combination, cutting and hollowing processing, intersecting arcs, collage, etc., it can make the flat cardboard form a perfect carton shape. Here are a few carton shapes designed using the principle of three-dimensional construction.
The use of arcs
The arc is usually designed at the folding or cutting position of the cardboard, using the flexibility of the cardboard to form a curved box surface. The arc has a soft, gentle and elastic feeling, which can give the packaging shape a soft feeling.
The use of bending
Since cardboard is a flat material, the carton formed by a simple folding method, the various sides of the box can only be expressed in the form of a plane. To convert the plane into a three-dimensional, it is necessary to open and fold some parts of the plane, and make it into a space shape with a three-dimensional three-dimensional effect. Folding shape is to cut or fold on the flat cardboard to make the cardboard box body can be folded into a plane. After bending, a certain angle can be formed to form a deep space.
When using the fold structure to design the carton shape, it should be noted that the number of openings or folds on the fold surface should be less, not too much. Too much flexion will not only play a good decorative effect, but also affect the strength of the carton after molding: The shape of the song should be innovative in order to bring a visual impact: the color matching at the bend should be contrasted with the overall packaging to highlight the effect of the bend.
The use of aspect combination
In the process of carton folding, repeated folding of a carton board can form a three-dimensional structure such as a triangular pyramid, a triangular prism, a quadrangular pyramid, a quadrangular prism, a pentagonal prism, and a hexagonal prism. This structure makes the space inside the package uneven, so it is suitable for bulk granular food packaging. Due to the use of cut planes, the volume of the package becomes large, which is not conducive to picking and placing. It can be solved by designing a handle on the package.
When designing the carton shape using the combination of cut planes, you should pay attention to: draw accurate design drawings before forming, arrange the connection order of each cut plane, and leave the bonding parts that need to be connected, it is best to face the cut plane before folding The parts are pre-folded in order to form a multi-faceted body shape.
Use of cutting
The method of cutting is another method to convert the carton from a plane to a three-dimensional configuration. This method is mainly used. The production principle of "subtraction" can be cut at right angles or cut and stretched. After cutting, one end is connected to the original plane, while the other end is separated from the cardboard, and it is bent to reveal the knife-cut part.
When using the cutting method to design, in order to highlight the special effect of the beveled hollow, you can choose a large contrast color, which can produce a striking visual effect.
The use of bionics
The use of cardboard for three-dimensional modeling of bionic structures is also an important method of packaging design. Nature is all-encompassing and contains things of different shapes. Therefore, to create packaging shapes from the perspective of bionics, it can fully show the harmony between man and nature and the creativity of designers, such as carton shapes that imitate insects and animals. .
When using the bionic design method for carton shape design, it should be noted that when using the natural form for the reconstruction process, a high degree of refinement and abstraction should be carried out, requiring the designer to firmly grasp the characteristics of the things and make appropriate exaggerations 3. Trade-offs should be highly generalized and detail-oriented, creating dynamic shapes; the packaging shapes of bionic designs should be relevant to the products, and should not contradict each other. Only in this way can there be a harmonious and consistent beauty: when designing the bionic packaging design, we must also take into account the regional differences and the psychological differences of people. Because different regions and different people have different perceptions of the same thing, they should be designed. Consider whether it conforms to its cognitive habits and recognition psychology.
In short, while carton shape design emphasizes "aesthetic", it also pays more attention to its "adaptability", that is, according to the characteristics of different products, choose the appropriate packaging shape, so we can not blindly use the principle of three-dimensional composition in modeling A big fuss in design, both psychological beauty and practical function should be taken into account, but the function should be ranked first. The packaging with simple color, scientific structure and integration with the product is the excellent packaging. [next]
Color box decoration design
The external decoration effect of packaging products plays an increasingly important role in product marketing. It can be said that excellent packaging design is an important part of creating marketing power and enhancing the brand image. Decoration design is the content of packaging visual design, which refers to the surface design of packaging, including how to specifically choose colors, graphics, text, trademark brands and barcodes, etc., to achieve the purpose of beautifying and promoting products. For the design of sales-type color box packaging, the principle of "eye-catching, understanding, and goodwill" should be followed.
Color is one of the important factors for packaging and decoration design. It is attached to graphics, text, and muscles, and plays an important role in packaging and decoration design. The color design of packaging and decoration, attached to graphics, text and texture, not only requires beauty and generosity, to meet people's perfect requirements, but also should be highly coordinated with people's psychological feelings.
Custom colors of color box packaging
When people browse the products on the shelves, the first thing they see is the color of the packaging. Color is not only related to the display effect of commodities, but also directly affects consumers' desire to buy. The pattern should be combined with the color to set off the merchandise, fully display the characteristics of the brand trademark, so that the fee can immediately identify the product from the trademark and the overall packaging pattern. Color will have a strong psychological response to consumers, so that they have a corresponding association. Packaging color is based on people's association and color habits, and is highly exaggerated and changed to seek new differences. The psychological role of color is complex, and often varies with the country, region, nation, religion, etc. This should be fully taken into account when using color. The following is a description of the common colors used in common packaging cartons.
① Non-staple food cartons: Commonly used bright and light colors. Such as blue, white means clean, hygienic, cool, etc .; red, orange, yellow means sweet, aromatic, fresh, etc .; simple, solemn double color means the mellow and long history of fine wine. They are of great benefit in promoting appetite.
②Cosmetics cartons: soft middle colors are commonly used. Such as peach, pink, light rose red to indicate fragrance, softness, nobility, etc .; for some men's cosmetics, sometimes black to express its solemnity.
③Carton for children's products: It is often used to express vivid and lively colors with vivid colors or contrasting colors.
④Medicine carton: simple warm and cold colors are commonly used. For example, use green and cold gray to display tranquility, anti-inflammatory, analgesic, etc .; red, orange, yellow and other warm colors indicate tonic, nutrition, excitement, etc .; black indicates toxic: red and black blocks indicate highly toxic, etc.
⑤Textile carton: the hierarchical relationship of black, white and gray. Seek contrast in reconciliation; women's textiles often use gorgeous, elegant colors.
Color design of color box packaging
The color design of the carton packaging decoration is attached to the graphics, text and muscles. It not only needs to be beautiful and elegant, to meet people's aesthetic requirements, but also should be highly coordinated with people's psychological feelings. Color design is mainly considered from the following aspects:
Hue of color
Hue is the general tendency of the color configuration on the screen, and the overall sentiment is the main color of a group of colors, and it has an absolute advantage in the entire screen. Packaging needs to stand out from the moment on a long-distance shelf and convey product information, which requires a very strong overall tone. Therefore, the key to packaging color design is color design.
The color design requirements are unified with the main functions of the product, such as red and orange tones for gift packaging, and cold tones for cold beverage packaging. The requirements of color design are consistent with the times, with different regions and different nationalities ’preferences for colors. They must be able to adapt to this change and conform to the trend of the times. For example, people in Islamic areas like green to avoid yellow; Tibetans use white as their noble color Use light yellow, green; Manchu people like yellow, purple, red, blue and avoid white. Color design should fully consider these traditional habits to make the product popular. For export products, packaging design can only respect the customs of other countries or nationalities of other countries.
Contrast of colors
In the twelve hue circle, the two colors that are opposite each other are called contrast colors. The difference in hue brightness is the largest, leaving a sharp and strong contrast. The color can only express the image correctly through contrast. The comparison mainly includes the following three aspects:
Brightness comparison: Including the contrast of brightness of the same hue and different hue, it needs to be repeatedly compared for accurate expression. Brightness contrast can enhance the sense of lightness. The stronger the contrast, the clearer the visual effect, otherwise the more blurred the visual effect.
Purity comparison: In the same hue, the higher the purity, the more vivid, the lower the purity, the more turbid. Purity contrast can enhance the sense of richness.
Color contrast: This is the phenomenon of color shift caused by different hue when two or more colors are juxtaposed or alternately changed, and can also be divided into color contrast.
Complementary color contrast and cold and warm contrast: When designing color contrast, the contrast should be just right, so that the picture is gorgeous and elegant, not flashy, and produces a harmonious and harmonious beauty.
Harmony of colors
In the twelve-color circle, two similar colors are called harmonic colors. Color harmony gives people a subtle, rich, elegant, pleasant, and comfortable feeling. The main harmony methods are similar tones and approximate tones.
Similar shades: refer to the combination of colors with the same color but different brightness, such as the combination of light green, fresh green, dark green or the combination of light red, scarlet and deep red.
Approximate hue and: refers to the combination of different colors containing common components, such as orange, vermilion, and yellow all contain yellow components, which are easy to coordinate together.
Rhythm of color
The rhythm is an important factor that constitutes the sense of form in the picture. There are many changes in the picture, such as strength, size, light and dark, rigidity, height, virtual and real, etc. The alternation of these contradictory sides is not a simple repetition, but Various forms of rhythm movements have both repetition and development. Each aspect restricts and promotes each other, reflecting the harmony of nature. From the picture effect, there are intense, stable, happy, melancholic and so on. Various colors form an organic whole to reflect the same theme, and are integrated in the rhythm of rhythm.
In the color relationship, contrast is a factor of change, and reconciliation is a unified factor. The basic requirement of packaging color design is to handle the relationship between change and unity, seek change in unity, and unity in change, the two complement each other. At the same time, the good color effect of packaging does not lie in the use of many colors. The key lies in the selection and coordination of colors. Too much color is easy to produce a messy "flower" feeling, which seems tacky.
In short, in the packaging and decoration design of color boxes, designers should fully consider the abstract expression laws of different colors, pay attention to the color perception in the design of color box packaging and decoration, rationally apply color psychology theory, reflect the characteristics of packaging products and inspire consumers The desire to purchase meets the needs of different consumption levels in the target market. It is necessary to pay attention to the matching of cold and warm colors, color blending, contrast, division and other issues, and finally make it unified and coordinated into the entire package. [next]
Design process of color box layout
In the concept of modern packaging, the color box has changed from the protection of the product to the promotion of the product. Consumers judge the quality of the product by the quality of the box. Therefore, whether the color box design can quickly attract the attention of consumers in numerous color packages becomes the key to the success or failure of the color box design. This shows that design and plate-making are two completely different but closely related two processes or types of work, which can also be said to be technology.
As the key technology of prepress technology, the prepress design and plate making technology of color box is beyond reproach. Its technical ability and level determine the market competitiveness of an enterprise.
Design and plate-making are two completely different but closely related two processes or types of work, and can also be said to be technology. Below I will combine the pre-press design of color boxes and color boxes with the application of plate-making technology. Explain.
Prepress design technology of color box layout
The design technique of layout is generally divided into original design and imitation design. In general, the following equipment is required for layout design work: a high-performance computer, supporting printers, scanners, and some also have color separation devices, and corresponding professional design software.
The original design of the layout, also called creative design, is a professional design company's layout design of the outer packaging carton according to the product performance and characteristics of the demanding enterprise. This layout design requires high technical level, professional skills and professional knowledge of designers. This kind of design is generally done by professional design companies, and enterprises rarely engage in this kind of design, but large carton packaging companies also have such professional designers for creative design. The key to the layout design of color boxes and boxes is color separation and printing dot control. The first is the pattern design and layout design. These two designs must highlight the characteristics of the packaged product, so that consumers can be deeply attracted by the outer packaging. This is also a kind of packaging design called " "Take care" design. The second is color separation, which must be determined according to the equipment and personnel technical conditions of the enterprise. If the company has several multi-color offset printing equipment, it can divide more colors, try not to use spot colors. On the contrary, it is less. Once again, the distribution of the dots must be determined according to the printing requirements and equipment performance, and the pattern appeal should be truthfully fed back to highlight the product characteristics and quality.
The imitation design of the layout, also called secondary design, is based on the original design. The basic design of the layout is unchanged, but only the individual patterns and fonts are adjusted. Some need to add related content. Such as adding qs safety signs. For example, when adding solid grain solid fermentation logos on wine cartons and cartons, the design of the carton layout needs to be adjusted and revised. This design technique is relatively common in carton production enterprises. This layout design method is also the most practical and useful for corrugated carton production enterprises.
There are also two ways to design the secondary layout. One is to ask the carton purchasing company to provide the designed layout directly. After the layout designer of the carton manufacturing company processes, issues, arranges and proofs, the carton purchasing company must confirm the carton purchasing company for plate making Printing production; one is to provide sample boxes by the carton purchasing enterprise. The layout designer of the carton manufacturing enterprise stores the pattern of the carton layout into the computer through the scanner, and after the color separation processing is performed by the professional design software in the computer, it is restored to The layout design style is the same as the carton layout pattern. A sample is sent out, please confirm with the customer. After the customer confirms, the carton manufacturer can carry out plate making and printing production.
The above two layout design methods are common in carton production enterprises. Of course, the former method needs to be noted: because the design software used in the layout design in the early stage is compatible with the design software used by the carton enterprise Question, if it is compatible, the secondary design will be very fast and accurate; if it is not compatible, you need to pay special attention to the accuracy of the fonts and patterns. Remember to compare it with the original; for the design with dots, pay special attention to it. Changes in outlets.
Post check
The designer needs to carefully check the designed product after handing over the finished draft to the proofer. When conditions permit, the designer should directly participate in the proofing, so that the designed product can be improved in time, especially in terms of details. After the sample is printed, it will be revised and finalized. For transport packaging, relevant kinetic tests need to be done to verify whether its strength etc. meet the requirements. For sales packaging, the external decoration of the product should also be carefully observed. First of all, from a few meters away, to see whether the characteristics of the packaging are obvious, and whether the color matching is reasonable. After that, look closely to see if the packaging brand name is obvious, whether the colors are simple and clear, and whether the key information is clearly communicated. The second is to observe in detail to see if there are any flaws or problems.
