ON THE SERIES PACKING VISUAL IMAGE DESIGN试论系列化包装的视觉形象设计

1、on the series packing visual image designauthor: huang weibinabstract: serialization packaging design has remained people of all ages and product packaging design strategies and methods, especially in contemporary society is inseparable from its features. its performance characteristics are not simp

2、ly solve the needs of different the social consumer groups existing contradictions and effectively meet the needs of different consumers; more important with the development of the series the way in producers and consumers the gulf between the spirit of the differences between the same levels of con

3、sumer plays a positive role. series packing is a differentiation strategy, a prominent corporate strategy and brand personality. prominent corporate image and brand personality is serialized packaging design strategy must follow a principle, first powerful visual lineup establish a good brand image

4、in the consumer psychology, to enable enterprises to achieve a good market share in the competition to win the initiative . this article aims to series packing visual image of how to better design performance practices, a detailed classification analysis and exploration. strive tends to be concise,

5、systematic, clear, and adapt to the times, to meet the requirements of peoples aesthetic choice.paper keywords: series packing; vision; image designat the moment, the packaging design has become an important strategy for the enterprise market share. under this strategy, how to make the product packa

6、ging to win the competition in the market to meet the different needs of consumers, and promote the corporate image, has become the core issues businesses and designers to think. in the study of the central issues more and more companies and designers to target in the form of product serialization p

7、ackaging design, the design of the visual image of the packaging for this series will be the core issue in the core of the primary solution . based on this specific design and use of the visual image of the design elements of the series packaging design should be more detailed and systematic underst

8、anding and grasp.a series packing design conceptthe term series packing out by teo american countries in the 1970s, it is now generally agreed that the first to propose the series packing design concept is the united states and europe. in fact, in the form of a series packaging design the early pack

9、aging design of the human already exists.chinas design dictionary series packing definition: the the packaging series design is a form of packaging, also known as the family package, the manufacturer of the enterprise all product packaging uniform shape, color, decorative patterns, and text, so that

10、 they have a unified phenomenon. business competition series packing allows consumers to easily and clearly identify the goods produced by the same manufacturer, so as to enhance its visibility. the japan packaging dictionary of: packaging series trademark for all products, as the center, take the c

11、ommonality of design in terms of image, color, pattern and text to make it easy to identify with the competitive enterprises goods 2. while both to explain the order of hierarchy and semantic differences, but for the understanding of the nature of the series packing design and elaboration are the sa

12、me brand as the core, the use of container shape, structure, graphics, colors and text symbols given unified visual image, the formation of the family of packaging each other with common features, to obtain the overall unified visual communication effect, enhance promotional effectiveness, occupy th

13、e market, to achieve the best sales purposes. today, the series packaging design concept in terms of teaching a extension, has new content and defined. in order to apply to changing circumstances and needs of the environment, we have a whole new way to update the packaging design concept of fulfillm

14、ent and extended series. the present series packing design concept is a dynamic concept. therefore, we need it in a dynamic, continuous development of the updated market environment experience and understanding of its meaning. in modern social life, in the form of a business or a brand of the same s

15、pecies, different varieties of products are used in a unified and standardized packaging design changes, is serialized packaging design use.second, the series packing design featuresfamily: the series packing in the market are play fighting as a team, advertising, marketing promotions are a team gro

16、ups in promoting products on the market is also often placed in the form of overall single product the final sales, the family of this great show.brand: series packing a business or a trademark, brand name different types of products, the unified design a common feature; special packaging shape, col

17、or, pattern, logo, text, graphics design, and so unified design, the formation of a unified visual image. in this overall image tend to show a unified brand overall effect.diversity: especially in the excellent series packing reflects the diverse and unified laws of form. having a variety of changes

18、 in the united states, both unity of the whole united states, the display shelves in effect showed a strong impact.series packaging technique of expressionthe image of the visual design of the series packing packaging form, color, name, grade, combinations, the choice of a common material material m

19、ade series, form a set of grand unified group packaging design follows the principle of unity in diversity , seeking unity, change and unified. the series package contains name and trademarks, color, graphics, size and shape, composition, text, texture and other elements, usually trademarks, product

20、 name can not be changed, the remaining elements of at least one to be a reasonable design changes may produce a series of effects.(a) the design of the different colorsas the saying goes: from a distance, the color nearly see the flowers. cognitive object first response to color, and then the shape

21、 of the cognitive. therefore, the color as the packaging visual communication elements compared to other elements more visual impact. similar products is just the color to change design, shape, graphics, text and other elements are the same as this change strong visual effects, design technique is r

22、elatively simple, the application of the time series effect. for example, the design of the master kong brand of instant noodles series is a successful typical case. series packing the use of color has a great impact on consumer psychology, on the use of color based on the characteristics of the mod

23、ern consumer society, the characteristics of the goods, consumer objects must be selected. study and master the different consumers different color degree of psychological acceptance and effective use of color to increase the the series packing of its role. achieve color is the possibility of packag

24、ing silent sales.(b) different size and shape of the designsimilar products in the graphics, color, text and other elements are the same, just the size, shape change. such variations have been frequently used in cosmetics, food packaging. different specifications and modeling the performance or refl

25、ect the level and grade of the product. we know the each consumer consumption purposes, education, aesthetic standards, ages and economic income level differences are more or less, resulting in different packaging demand for consumer goods and consumer psychology. products of different specification

26、s and modeling the performance or reflect the level and grade of product packaging to achieve or optionality of different consumers, so that consumers and packaging products have a direct dialogue . this degree of integration across consumers with a single package barely communicate. to a series of

27、packaging design makes between products and consumers to reach some kind of fit, enhance consumer demand will undoubtedly increase sales for businesses. posted on china paper download center (c) a unified brand and other elements of the design changestoday, we have entered the era of a simplified co

28、gnitive, and strengthen the brand symbol in the packaging design is to use the simplest and most direct means of communication, to help consumers quickly and rapidly to make judgments on the brand, the brand message with a symbol to express , consumers see this symbol on the thought of the brand, as

29、sociated with the thought behind the brand connotation. for businesses, this is the most efficient communication costs. for a product, the brand symbol more conspicuous force. when similar products only brands (trademarks, trade names, etc.) unchanged, graphics, color, text, shape, composition and o

30、ther elements are changed; this change is extremely rich, interesting and also very strong, practices designed to keep the consistency and style unity, in order to obtain a series of results. this variation is commonly used in childrens toys and food packaging series, with the display showing the ef

31、fect, able to attract the eyes of a child. is also conducive to identifying and creating famous brand, increase market competitiveness.(d) a unified design, and other elements changesdespite the variety of products, the modeling structure of the same, but the main elements of a screen image - graphi

32、cs, text, colors, trademarks and other unified composition, or emphasize graphics performance practices, to form a unified picture. design should follow a basic principle: content determines form, what kind of what constitutes a form, which is very important. packaging products under various names,

33、but the large category have their own vested, each of which has its own form of visual characteristics, cosmetics gentle, hardware tools rigid, heavy, non-staple food appetite sense, rational medicine, childrens products lovely, the taste of cultural goods, textile products comfort native country fl

34、avor, the sense of modern high-tech electronic products, the nationalization of the civil handmade product characteristics, are to constitute design reflected in the design must constitute a clear purpose, depending on the product, select a different composition in the form, not far-fetched, student

35、s pull rigidly applied. in a series of products, each product must be done in a whole image down design features. its overall composition is often carried out under the unified layout design, in a unified pattern, showed up from the local parts of the personality characteristics reflect this unity i

36、n addition to the single package unified expression, more unified focus on groups sex. in the design of packaging constitutes visual form elements can be summarized as point, line, surface constituent element accumulation patterns can be regarded as the image of the point, the long, narrow shape can

37、 be regarded as the line, form a relatively large area can be regarded as the surface . constitute the design process can take full advantage of point, line, surface elements, in a predetermined the good spatial scales, with modern computer-aided design the variability and convenience of repeatedly

38、adjust the position, size transform, interspersed relations, and zooming far, split dislocation technique to obtain a wide range of composition. sometimes you can also remove the color converted to black, white and gray screen to exclude the interference of color, to repeatedly examine the relations

39、hip between the point, line, surface, observed various forms constitute the power distribution is ideal for primary and secondary relationship . by trial and error, change, trial and error, find the image of the product serialization packaging design positioning design.(e) unified text, other elemen

40、ts produce changes in the designbody text is in the eye of the packaging, any piece of packaging can not be separated from the text, the packaging can be no graphics, no color, but there must be no text. the text on the product packaging can accurately tell consumers the box with the exact informati

41、on of the goods loaded, packaging design elements, other elements can not do. text elements in packaging design design designer according to different product attributes to continue to create new visual identity to meet consumer novelty and change individual needs. however, in the design process to

42、identify the degree to grasp, can not pursue new, extraordinary change so that the text is not easy to identify. so the the series packing image text design in addition to master basic writing text law, should focus on text performance product attributes; the various text font style temperament, con

43、notation, the united states expressive; study text typography art. accurately grasp its essence the connotation and extension and then a unified visual image style series design will get better text to convey its series of products. unified text, font is also an important way of packaging series. in

44、 the the packaging visual image design, sometimes only the unity of the use of fonts and layout, you can make the product packaging to achieve serialization effect. this point in japans national product packaging design reflects more clearly.(f) material series packaging designpackaging material to

45、make one in the visual impression tactile beauty, feel good things can cause a feeling of closeness, while considering the visual appearance of packaging design must take into account the special feeling of human contact with the product. tactile beauty is an aesthetic needs of the modern man. serie

46、s of packaging material currently on the market, but the design of the green theme of environmental protection and recycling, paper packaging timber series packing design. special paper continues to introduce new series packing visual image design provides a substantial look. of course, other than p

47、aper, metal, wood, plastics as well as some new type of composite materials. due to the different materials and textures will give people different visual experience and psychological feelings, rational choice of the packaging material is to determine the important factor of the packaged goods, grad

48、e. we are familiar with china great wall wine, select wood materials overpack its natural, primitive, long virtually increase the characteristics the pro degree of their products and historical precipitation sense. similar to the wine product packaging design special requests has a unique personalit

49、y, a special sense of atmosphere and high sense of luxury interpretation of special materials, so choose high-quality packaging material to become a necessary tool to enhance their social status. of course, the need to focus on the packaging the use of special printing process.the series packing des

50、ign approach is to update and improve the continuous mining and exploration with the changing times, consumers as well as the audiences aesthetic level, the visual demand will occur with the change of time. modern serialization function of packaging, not like the traditional series packing so simple

51、, just as a way of life it supplies exist, but very intricate connotation. in essence, the evolution of the series packing design is reflected from the people to the ceremony and then to the humane process of change. modern series than the traditional series of packaging design packaging design, the

52、 new era it gives more content convey its visual addition to landscaping products, but also has to attract consumers attention and stimulate the desire to buy advertising and other effects. at the moment, serialized packaging design has become an important means of corporate marketing, the next seri

53、es of packaging design will be gradually out of the traditional minded pursuit of utilitarian shadow; started to pay attention to the needs of the human heart and the human living environment and status. series of packaging design of the system, nuanced connotation of the brand more in-depth and com

54、prehensive. series packing design to achieve its economic benefits, while also designing the way people live, and guide peoples consumption trends. posted on china paper download center 试论系列化包装的视觉形象设计作者：黄伟斌论文摘要：系列化包装设计之所以一直受到人们的青睐，尤其在当代社会成为产品包装的主要设计策略和方式，是与其特点分不开的。其所表现的特征不单纯是解决社会消费群体所存在的需求差异的矛盾，有效满足

55、不同消费者的需求；而更为重要的是随着系列化方式的发展，在解决生产者与消费者之间的隔阂、同一层次消费者之间的精神差异等方面都起着良好的积极作用。系列化包装本身是一种差异化战略，一种突出企业与品牌个性的策略。突出企业形象和品牌个性，是系列化包装设计战略必须遵循的一个原则，它以强大的视觉阵容率先在消费者心理树立良好的品牌形象，使企业取得良好的市场占有份额，在竞争中赢得主动。本文旨在系列化包装如何更好地设计的视觉形象的表现手法上做了细致的归类分析与探索。力求趋于简练、系统、明确，顺应时代，以迎合人们的审美选择的要求。 论文关键词：系列化包装；视觉；形象设计 当下，包装设计已经成为企业占有市场的重要战略

56、。在这一战略下如何让产品包装更好地赢得市场竞争、满足消费者不同的需求以及宣传企业形象等，已成为企业和设计师思考的核心问题。在这一中心问题的研究中越来越多的企业和设计师把目标定位在了产品系列化包装设计的形式上，为此系列化包装的视觉形象的设计将成为首要解决的核心中的核心问题。基于此对于系列化包装设计的视觉形象设计要素的具体设计与运用就更应该详细而系统的了解与把握。 一、关于系列化包装设计的概念 “系列化包装”这个名词是上世纪70年代由提欧美国家出来的，所以现在一般都认为最早提出系列化包装设计这一概念的是欧美国家。其实系列化包装设计的形式在人类早期的包装设计中就已经存在。 在我国的设计辞典里系列化包

57、装定义为：包装系列化设计是包装的形式之一，又称家族包装，生产厂家对企业所有产品的包装采用统一的形态、色彩、装饰纹样及文字，使它们具有统一的现象。在商业竞争中，系列化包装能使得消费者容易而清楚地识别出同一厂家生产的商品，从而提高其知名度。日本包装用语辞典指出：包装系列化是“针对企业的全部产品，以商标为中心，在形象、色彩、图案和文字等方面采取共同性的设计，使之与竞争企业的商品容易识别”2。虽然两者解释的顺序、层次与语义有所差别，但对于系列化包装设计性质的理解与阐述都是一致的，即以品牌为核心，利用容器造型、结构、图形、色彩和文字等符号赋予其统一的视觉形象，形成彼此间有共同特点的“家族化”包装，从而获

58、得整体、统一的视觉传达效果，增强宣传效用，占据市场，实现最佳的销售目的。今天，系列化包装设计概念无论在内涵还是在外延上，都有了新的内容与界定。为了适用不断变化的形势和环境的需要，我们必须以全新的方式来更新、充实与扩展系列化包装设计的概念。当下系列化包装设计概念是一个动态性的概念。因此我们需要将它放在动态的，不断发展更新的市场环境中体会和认识其内涵。在现代社会生活中，一个企业或一个品牌的相同种类、不同品种的产品所采用的统一而又变化的规范化包装设计形式，就是系列化包装设计的具体运用。 二、系列化包装设计特点 家族化：系列化包装在市场上都是发挥团队作战的能力，广告宣传、市场促销都是以团队群体形式在推

59、进，在产品投放市场后往往也是以整体摆放的形式来完成单件产品的最终销售，这就极具展现了家族化。 品牌化：系列化包装把一个企业或一个商标、牌名的不同种类的产品，用一种共性特征来统一的设计；用特殊的包装造型、色彩、图案、标识、文字图形编排等统一设计，形成一种统一的视觉形象。在这种整体的形象下往往表现出一种统一的品牌整体效应。 多样化：在优秀的系列化包装中尤为体现了多样与统一的形式法则。其具有多样的变化美、又有统一的整体美，在货架陈列中效果表现出强烈的冲击力。 三、系列包装的表现手法 系列化包装形象的视觉设计是将包装的形态、色彩、品名、牌号、组合方式、选用具有共性的材质材料等做成系列，形成一组格调统一的群包装，在设计时遵循多样统一的原则，在统一中求变化，在变化中求统一。系列包装包含有品名及商标、色