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What are the key points of beverage packaging design?

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the law of formal beauty of packaging shape elements is mainly considered from the following eight aspects: the law of symmetry and balance, the law of stability and lightness, the law of contrast and harmony, the law of repetition and echo, the law of rhythm and rhythm, the law of comparison and association, the law of proportion and scale, and the law of unity and change
composition is a complete picture that arranges trademarks, graphics, words and combinations on the display surface of commodity packaging. The combination of these four aspects constitutes the overall effect of packaging and decoration. If the trademark, graphics, characters and colors of the composition elements of commodity design are used correctly, appropriately and aesthetically, they can be called excellent design works
1. Trademark design
trademark is a symbol, which is the symbolic image of enterprises, institutions, commodities and various facilities. Trademark is a kind of related arts and crafts, which involves politics, economy, legal system, art and other fields. The characteristics of a trademark are determined by its function and form. It needs to express the rich communication content in a simpler, cleaner and more general form in a relatively small space, and the observer needs to understand its internal meaning in a short time. Trademarks can generally be divided into three forms: text trademarks, graphic trademarks and trademarks combining text and graphics. A successful trademark design should be the product of the organic combination of creative expression. Creativity is to synthesize, analyze, summarize and summarize a certain idea according to the design requirements, turn abstraction into image through philosophical thinking, and gradually transform the design concept from abstract evaluation performance into specific image design
2. Graphic design
the graphics of packaging and decoration mainly refer to the image of products and other auxiliary decorative images
as the language of design, graphics is to show the internal and external components of the image and convey the information to consumers in the form of visual image. To achieve this goal, the accurate positioning of graphic design is very critical. The process of positioning is the process of getting familiar with all the contents of the product, including the nature of the commodity, the meaning of the trademark, the name of the product and the current situation of similar products
graphics can be divided into physical graphics and decorative graphics
physical graphics: represented by painting techniques, photography, etc. Painting is the main form of packaging decoration design. It draws pictures according to the needs of the overall conception of packaging to serve goods. Compared with photography, it has the characteristics of freedom of choice, refinement and generalization. The painting technique is intuitive and has strong appreciation interest. It is a means to publicize, beautify and sell goods. However, the commerciality of commodity packaging determines that the design should highlight the real image of commodities and give consumers an intuitive image. Therefore, using photography to express a real and intuitive visual image is the best expression of packaging and decoration design
decorative graphics: there are two ways of expression: concrete and abstract. The patterns of figurative figures, landscapes, animals or plants can be used as symbolic graphics of packaging to express the contents and attributes of packaging. Abstract techniques are mostly used for freehand brushwork. Abstract geometric patterns, color blocks or texture effects of points, lines and surfaces are used to form the picture. It is concise, eye-catching and has a sense of form. It is also the main expression method of packaging and decoration. Usually, concrete form and abstract expression are not isolated in packaging and decoration design, but combined with each other
the dialectical unity of content and form is a universal law in graphic design. In the design process, according to the needs of graphic content, select the corresponding graphic expression techniques to make the graphic design achieve the unity of form and content, and create applicable, economic and beautiful decoration design works reflecting the spirit of the times and national style is the basic requirement of packaging designers
3. Color design
color design occupies an important position in packaging design. Color is an important factor to beautify and highlight products. The application of packaging color is closely related to the conception and composition of the whole picture design. Packaging color requires planarization and evenness, which is highly summarized by color filtering and refining. It is based on people’s Association and color habits. It is a means of packaging art to exaggerate and change color. At the same time, the color of packaging must also be controlled and limited by technology, materials, uses and sales areas
the colors in the packaging and decoration design are required to be eye-catching, with strong contrast and strong attraction and competitiveness, so as to arouse consumers’ desire to buy and promote sales. For example, food and bright and rich colors, mainly warm colors, highlight the freshness, nutrition and taste of food; Medicine and pure cool and warm colors; Soft neutral tones are commonly used in cosmetics; Blue, black and other calm color blocks are commonly used for hardware and mechanical tools to show the characteristics of firmness, precision and durability; Children’s toys often use bright solid colors and various color blocks with strong contrast between cold and warm to meet children’s psychology and hobbies; Sporting goods mostly use bright and loud color blocks to increase the feeling of activity and sports… Different goods have different characteristics and attributes. Designers should study the habits and hobbies of consumers and the changing trend of international and domestic popular colors, so as to continuously enhance the awareness of color sociology and consumer psychology
4. Text design
text is a symbol to convey ideas, exchange feelings and information, and express the content of a subject. The brand, product name, explanatory text, advertising text, manufacturer, company or distribution unit on the commodity packaging reflect the essential content of the packaging. When designing packaging, these words must be considered as a part of the overall packaging design.

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