Table of Contents
Graphics have the characteristics of being intuitive, easy to understand, and rich in expressive power. The design and application of packaging graphics can attract consumers’ visual attention to packaged goods, thereby understanding and identifying the goods, leaving a deep impression.
The design style of packaging graphics will have a direct impact on consumers’ purchasing choices. Graphics are the overall representation of packaging, with a relatively simple and memorable implicit impression.
They are unique in packaging and vary depending on the target audience. They can showcase strong expressive power, unique charm, and unconventional fun content with symbolism, customs, uniqueness, modernity, and other characteristics.
As a design element of visual communication, graphics are commonly used in packaging design as a method of graphic expression, including concrete graphics, abstract graphics, decorative graphics, etc.
Green food packaging design, [email protected]
Concrete figure
The content represented by concrete graphics is mostly the product image, that is, the image of the packaging itself and the content related to the product, such as product raw materials, consumers, usage characteristics, characteristics, and origin style.
The expressive forms of concrete graphics are diverse and diverse, generally including photography, commercial painting, creative graphic painting, cartoons, etc. Each form has its own unique expressive power.
Choosing suitable concrete graphics and expression techniques is the key to achieving good visual effects when applying concrete graphics.
The principle of choosing concrete images as the main image is to be able to express beautiful styling features and formal aesthetics, such as the external characteristics of the object, surface texture, bright color luster, and unique material sense.
There is a difference between the expression of concrete graphics and realistic and freehand brushwork. Realistic graphics mostly directly represent the object, providing the audience with a real and intuitive understanding, while freehand brushwork graphics often use techniques such as imagination, deformation, decoration, etc. to make the screen effect more artistic and imaginative.
But regardless of which expression method is chosen, the purpose is to convey information related to the product, arouse consumer interest and leave a good impression, and achieve the purpose of promotion and advertising.
Commercial photography and painting of concrete graphics often require professional equipment and technology, so packaging designers generally need to collaborate with relevant professionals to complete these graphic photography or painting.
Abstract graphics
In the philosophical sense, abstraction refers to the extraction of the rules, attributes, and relationships of things from the original organic whole in cognition, that is, the abandonment of non essential factors of things and the extraction of essential factors.
The abstraction in visual expression refers to the extraction of concrete images and shapes that can be recognized by human experience, the significant deviation or complete abandonment of the expression of natural object appearance images, or the expression of specific object characteristics and connotations in an abstract way, or the formation of images in purely abstract language.
Kandinsky once interpreted abstract meaning in his book “The Spirituality of Art” as follows: “When we talk to an interesting person, we always hope to see their inner selves, understand how they feel things, and what their basic ideas are, rather than exploring the position of their lips and tongue when they speak (anatomically) and how they exhale (physically) or what words to use, how to spell this word, and so on, these meaningless things In western art works, abstractionism, abstract art and abstractionism are almost synonymous.
Abstract graphics refer to non concrete shapes formed by changes in the form of points, lines, and surfaces, which have unique expressive power and applicable objects in packaging design.
Although it does not have a clear meaning, it can also convey specific information and guide viewers’ associative feelings.
The non expressive effect of abstract graphics in packaging design mainly depends on the visual effects and symbolic meanings of these abstractions, such as the various contrasts generated by the composition of points, lines, and surfaces, as well as the sense of balance, rhythm, rhythm, and density of space.
Abstract graphics can be divided into different forms of expression, such as geometric abstract graphics, organic abstract graphics, and texture composition graphics. The abstract form in packaging graphic design can also be divided into unintentional expression and intentional expression in terms of creative attitude.
Unintentional expression
The so-called unintentional expression refers to the fact that the formal motivation of the graphic creator is basically in an unconscious state, and the author has not received systematic training in realistic techniques.
There is also no distinction between concrete and abstract in experience. The abstract form created is based on a straightforward and simple expression requirement, and is often presented as an accidental, spontaneous, and automatic state.
The styles in this form of expression include primitive art, modern indigenous art, folk art, childish art, children’s art, graffiti art, art of the mentally disabled, calligraphy art, etc. It also includes certain special effects in photography darkroom technology, certain processes and effects in computer graphics production, etc.
In packaging graphic design, designers often analyze and learn from the characteristics of unintentional graphic representations, and draw more or less inspiration from them in packaging graphic representation, making packaging graphic design appear casual and unintentional, but in reality, it is the designer’s intentional expression of individuality.
Intentional expression
Intentional expression refers to the conscious and subjective pursuit and exploration of the creator’s formal motivation, believing that abstract expression is driven by an ‘internal need’.
The author has comparative experience in concrete and abstract visual experiences, and enjoys experimenting with abstract language.
Decorative graphics
Decorative graphics refer to patterns that provide a pleasing aesthetic and auspicious meaning in the visual effect. These graphics emphasize, summarize, simplify, exaggerate, transform, and move the features of the objects to preserve the characteristics of the objects while also highly patterned, making it easy to decorate various packaging of the screen space.
In packaging design, in addition to designers creating patterns, they also extensively borrow excellent patterns and patterns from both domestic and foreign sources.
These excellent traditional graphics have undergone a long process of evolution and correction, resulting in nearly perfect shapes and containing a large amount of historical and cultural information, making them familiar and beloved by people.
The use of these classic patterns not only enriches and enhances the decorative effect, but also often reflects the characteristics, connotations, and local ethnic characteristics of the product.
Green food packaging design, [email protected]
