Mi Maning Yan Ping, School of Fine Arts, Southwest Normal University, College of Humanities and Arts, Chongqing University Source: "Decoration"
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Keywords: food packaging design
First, color discussion
Color has the same ability to convey information as language. There is an old saying in China: "Bad news is better than seeing one another." A variety of detailed explanations are better than taking a look at real objects. For example: to do an experiment, put the same yogurt in two black and white containers of the same size and shape for people to taste, the majority of people say that the white container is delicious, the reason is that the yogurt in the black container feels the weight of fat Slightly more; similarly, the same coffee is placed in the black and white containers. As a result, most people say that the coffee in the black container is good because the coffee in the white container tastes mild.
A large number of experiments have proved that color has a strong induction effect on human taste. When people buy goods (food), color plays an important role.
It is not difficult to see that color can cause people to reflect many aspects such as psychology and physiology. The reflection of color is instinctive, direct, unconscious, and conscious. Unconscious—that is, unconscious, instinctive, conscious—that is, man-made, purposeful reflection. The unconsciousness of color reflects the fact that redness naturally reminds people of blood and life. White is black and white, and this reflects the common point of color. The other is a conscious reflection, such as clothing fashion colors, light blue this year, next year is scheduled to be yellow, etc., consciously recognized by people. For designers, both the invariant surface (color unconscious) and the variable surface (color conscious) must be considered strategically in the design. In addition to the above, color sometimes has two meanings at the same time, that is, color has the meaning of affirmation and negation, beauty and evil at the same time. Such as white: not only give people the feeling of purity, stability, trust, beauty, but also has the meaning of cold, death, etc.; yellow: both rich and elegant, but also have hypocrisy, defiant meaning. At the same time, it can also give people a sense of temperature and weight. At the same time, its impression (reflection) is also influenced by the country, customs, religion, and history. That is, color has social significance. Not only that, over time, the development of civilization, the progress of society, will also give new meaning to color.
In summary, the most important thing for food packaging designers is to choose the color that is most suitable for consumers and design the color that promotes consumption.
Second, the shape of the discussion
Shape and color also have the ability to convey information. In addition to two-dimensional space (planar), such as patterns, paintings, photos, etc., there are three-dimensional space (three-dimensional), such as containers, boxes, etc.
There are various shapes, shapes and colors can also cause people's psychological reflection. In Japan, there is a seasoning called “salad dressing.†It is a must-have seasoning in Japan. There are glass containers, but more plastic containers and shapes. Japanese people have a habit of eating bento. Therefore, the designer puts the seasoning into a pouch for convenience, which is convenient and appropriate. This new shape is loved by consumers and contributes to the company's income generation. .
In addition, sugar, soy sauce, etc. have small packages. The small package is convenient and suitable, and it is popular with consumers, especially children and the elderly, because they feel more dull on the right amount. Such a one-pack package reduces the trouble and worry.
Japanese people like to eat chocolate. Every year on Valentine's Day (February 14th), in addition to the chocolate counters in large and small shopping malls, small 24-hour shops also have specialized chocolate counters. Various types of chocolate have a variety of shapes. In addition to pursuing the beauty of the package shape, they also pursue the shape of the interior (food itself).
It is not difficult to see from the above that food packaging should also pay attention to the shape of the interior (food itself) while paying attention to the outside (packaging), and pursue the harmony and unification between inside and outside.
As designers, we should pay attention to the relationship between the appearance of food packaging and fully consider the characteristics of food itself. Design - to achieve both beautiful and convenient, health, safety, environmental protection, so that consumers enjoy the food packaging before tasting food, just like the appreciation of art is attracted, touched, resulting in a strong desire to buy Taste desires.
Third, the text of the discussion
Text is the basic element of communication. Text is used in food packaging in many food names, but in addition to explanations, etc., it can also create associations with people's minds in the same way as color, causing heart reactions. Such as "sea" and "sunset", when people see such words, they will think of the color of the sea and the color of the sky. This common impression is the evoke of personal experience. Due to different people's life experience, the understanding of the text is different, so the use of text in the packaging design is more difficult than the color, shape. In addition, the identification of colors and shapes is human instinct, but the recognition of characters needs to be obtained through learning. Moreover, different regions and countries have different characters. For example, China's "Coca-Cola" is not the same as Japan's "コヵコ-ラ". Each text circle has its own unique typeface. Text like “Coca-Cola†is very difficult to translate into national languages. It also adds to the cognition and memory of the text. Character texts are hard to remember. In order to reduce the amount of memory and emphasize the name of the food, there are many foods that use the abbreviation, that is, using the first word to abbreviate the goods, such as: McDonald's "M", etc., which designers can learn from. In addition to the study of the text fonts, food packaging design should also be dictated by pronunciation, try to use easy to pronounce, easy to remember text.
Words are constantly changing with the progress of mankind. Therefore, food packaging designers should understand the characteristics of texts and design packaging designs that are fashionable and popular with consumers.
Fourth, the digital discussion
The figures are borderless and can accurately convey information. Digital applications in modern society are very extensive. In addition to mathematical representations, the use of golden sections, for example, deepens the significance of numbers. There are two sides to the figures: the specific number of sides and the mysterious and mysterious side. For example, changes in the four seasons, temperature changes, golden sections, etc., in addition to allowing people to know the natural number can produce associations. Although the figures are slower than cognition of color, shape, and characters, their special fonts, ease of writing, and borderlessness make the figures more typical than color, shape, and text.
As a food packaging designer, we should make full use of the characteristics of digital - let consumers have an interest in the designer's design, make an impression in the minds of consumers, and then love this design.
Through the above discussion of color, shape, text, and figures, it is not difficult for us to see that food packaging designers should, under the guidance of science and art theory, have an in-depth understanding of the functionality of food packaging, understand various packaging materials, and pay attention to the use of color. The unique features of shape, text, and number are used flexibly and integratedly to create and design a food packaging design that is both brand-conscious, beautiful, convenient and practical, and popular with consumers.
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