Analysis of the hottest food packaging design

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Food packaging design analysis

turn to brand: food packaging design analysis of visual culture of food packaging design, what is visual culture, how to carry out food packaging design, food packaging design analysis of visual culture of food packaging design, what is visual culture, how to carry out food packaging design

commodity sales packaging has gradually developed into a set of protection Pop packaging (focus advertising), which combines introduction and advertising, shoulders the modern mission of silent salesmen. In addition to meeting the basic functions of protecting and storing food, food packaging should also be beautiful and have certain cultural connotation in order to attract consumers and obtain better economic benefits. The visual culture contained in food packaging is an important factor that designers must consider, and it can even have a decisive impact on consumers' shopping

1. The meaning of visual culture

before the mid-1960s, the meaning of the word culture was only related to the expressive ability of words and languages. Generally speaking, it refers to a person's ability to read and write. Later, with the development of the times, the situation gradually changed, and another new culture with different meanings, which is related to visual images such as graphics and pictures, began to be accepted by people, which is visual culture. The basic meaning of the so-called visual culture is that visual factors, or images or images occupy the dominant position of our culture. Film, television, advertising, photography, image design, visual performance of sports, illustration of printed materials, etc., we can cite countless examples to prove that a new cultural form has emerged, which is vividly called the image reading era. In this era, images overwhelm words and become the main cause of a culture. The popularity of illustrations shows that words may embarrassingly become footnotes to images

teenagers' writing ability is declining, and image worship and Carnival have become a new generation of cultural paradigm, as evidenced by college students' enthusiasm for cartoon books. Images have become the richest resources of daily life in this era, the symbol situation that people cannot escape, and the ritual of our culture. Visual culture spans a wide range of disciplines, including philosophy, aesthetics, literature and art, sociology, psychology, semiotics, communication and information technology. The research of visual culture itself has an interdisciplinary nature

2. The significance of visual culture

with the development of science, culture and technology, and with the rapid development and increase of various visual media, visual information and audio-visual devices in the external world where people live, people need to deal with all kinds of information. Visual culture has become an indispensable part of human life and learning. At present, the explosive impact of visual information and the emergence of a large number of visual media promote visual culture to become a theoretical guidance and evaluation standard. The development of visual culture has reached a stage from growth to maturity. In today's society, the importance of visual culture is increasingly recognized and valued by people

personal visual literacy is an acquired ability to process visual information, which includes not only accurately understanding visual information, but also accurately creating and using visual images. In written culture, there must be a process of learning and reflection from literacy, sentence making to freely expressing ideas. Similarly, being able to use lines, graphic elements, animation and video to express ideas also requires learning, practice and exercise. If two people have the same camera equipment, the same software and the same shooting environment, due to the difference in visual culture level, the effect of using these tools and materials to express their thoughts may be very different, just like the difference between a person who can write and a successful writer

In the new century, with the further popularization of computer network in Chinese families, the visual culture represented by the integration of computer and television will further penetrate into people's daily life, and an unprecedented era of visual culture may really come.

visual culture is a culture based on visual information, which is rooted in visual information and regulates visual information. Visual information can be roughly divided into the following categories: objects, images, graphics, charts, text, animation. Each type has its own essential characteristics. When applied to food packaging design, it also has different perceptual characteristics. Since animation and other types of visual information are mainly used in television and online advertising, and rarely used in food packaging, this article is omitted. The following is a brief analysis of the other main types of perceptual features:

physical presentation is the most trusted by consumers. 1. It can achieve a stable constant loading rate, because everyone believes in their eyes. This includes two cases. One is to allow consumers to directly observe the food itself, such as plastic, film and less solid glass, which are all prosperous because of good perspective; On the other hand, it also includes the materials and shapes of food packaging

the packaging of traditional products in China often uses natural raw materials and recycled materials to package products. China's wine culture has a long history. People use jars to hold wine, seal it with straw paper, and affix seals, forming the earliest packaging form of wine. It is full of folk characteristics and rich local flavor. For example, the small ground sesame oil from Hubei Province, which has won awards in the national excellent packaging and decoration evaluation, gives full play to the advantages of local Yichang painted pottery. Another example is Sichuan spicy and moldy tofu, whose inner packaging is sealed with metal cans (sealed, vacuum, anti-corrosion, anti overflow); The outer packaging is packed with traditional materials such as linen, paper and rope, giving people a sense of a long history

3. Perspective on the visual culture contained in the modeling design of food packaging

the culture of food packaging can also be fully displayed in the modeling of packaging. The modeling of modern packaging can be said to be ever-changing. Food packaging should highlight personality in modeling. Only by converting the modeling into appropriate visual elements can designers bring consumers rich visual experience

4. See through the visual culture contained in the color matching of food packaging, study its essence

color is the first visual effect of packaging. Color can play a role in setting off the theme and attracting customers' visual attention. The culture of food packaging can be reflected in color. For example, the color of packaging is different due to different cultural backgrounds. The use of color can only be based on the characteristics of food. The design needs to show the characteristics of food while taking into account the appreciation habits of consumers. Reasonable and appropriate use of color can arouse consumers' initial desire to buy food. For example, the owner of a Japanese butcher's shop applied the principle of chromatics to paint the walls of the shop Pink Green. Against the background and contrast of pink green, the color of the meat looked particularly fresh and tender, so it attracted more and more customers, and the business was particularly prosperous

5. Perspective of visual culture contained in food packaging graphics

graphics include patterns, paintings, photography and other types. Graphics are magnifying glasses with commodity characteristics. Graphics can also describe the functions of products metaphorically, symbolically and associatively. For example, using pine trees to show that tonics for the elderly can prolong life, which have left a deep impression on consumers

traditional decoration is widely used in modern packaging. Whether it is used as shading, main pattern, edge decoration or corner decoration, it can bring a simple and fresh flavor, and has a strong sense of decoration. Jiangxi specialty, with Tengwang Pavilion, a scenic spot in Jiangxi, as the basic figure, is a product with Jiangxi characteristics. Another example is the packaging of pure rice wine, which uses ancient posters as illustrations to show the brewing history of rice wine, making the whole packaging melt into a cultural atmosphere

words are the most memory intensive element in commodity packaging. The words on the package include product brand, production date, shelf life, product features, functions and usage methods, and many other information to be conveyed to consumers. Therefore, we must pay attention to orderliness and readability in the arrangement. Food packaging should have explanatory words, objectively and concisely introduce the name, specification, composition, function and use method of food, and try to focus on it at a glance. Suggestive signs, such as fried instant noodles, indicate the basic characteristics of the goods. Explanatory signs, such as absolutely free of preservatives, can eliminate consumers' concerns about the ingredients contained in food, beverages and chemicals; And encouraging signs, such as delicious, Can directly stimulate the desire to buy. Clever use of logos can produce a strong visual impact and become the highlight of sales promotion. Artists forum 5J um% Z * font itself is an artistic image, with the characteristics of beauty and emotional expression. In the design, we should not only meet the legibility and readability of words, but also fully mobilize the artistic expression charm of the connotation of the service platform for the detection, verification and performance evaluation of new materials, that is, the application of decorative words in the form of packaging art. In terms of packaging pictures, pictographs, Chinese calligraphy, seals and letterpress fonts are used more, which not only shows the style of Oriental Art, but also emphasizes the artistic conception and internal thoughts and feelings of the picture. For example, ancient hieroglyphs are a highly generalized picture, giving people an ancient and simple aesthetic feeling. For example, the packaging design of Chinese Dragon Wine highlights the dragon character, a specific totem image of the Chinese nation

food packaging, as an important part of the modern packaging system, has gone deep into all aspects of society. Food packaging without visual culture is gorgeous and luxurious, but it will be like a woman with flirtatious appearance and vulgar appearance, which is not resistant to scrutiny. The successfully designed packaging integrates artistry, knowledge, interest and sense of the times. The appearance quality of high-end food can stimulate the social needs of buyers, making them feel that they have improved their identity while owning food, and their hearts are full of pleasure

cultural connotation is the vitality of food packaging design. Modern Chinese design industry, which is relatively backward in development, needs more cultural nourishment. With the help of our own traditional cultural advantages, we can absorb excellent western culture, so that our food packaging design will show a new face in the 21st century. China's industrial design should be rooted in the soil of Chinese culture, absorb the essence of Western science, technology and culture, and take a design path with Chinese characteristics. We hope that this beautiful wish will be realized in the near future

the old Shanghai wine produced in Shanghai has changed its face and adopted the Shikumen pattern rich in Shanghai's cultural characteristics as the outer packaging design, making a hit; A brand of boxed chocolates made in Shanghai, each of which is printed with different places of interest in Shanghai, has become a popular tourist commodity

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