Abstract: The visual image of packaging design is an important language for designers. It includes three-dimensional modeling, graphic graphics language, material language, etc. The combination of these image languages ​​can better convey product information and meet consumer physiological and psychological requirements. To achieve the purpose of promotion.

Keywords: packaging, shape, language, communication, graphics, materials

In the distribution of modern commodities, packaging, brands, and trademarks have been integrated into one. Packaging is the most extensive and frequent visual image of consumers. In order to make products sell well in the market, in addition to guaranteeing excellent product quality, modern products are more diligent in packaging and conveying various kinds of visual vocabularies to convey product information, emphasizing giving consumers a strong visual impact and influencing consumers, through packaging to products. Produce positive emotions to induce consumers' desire to purchase goods. In order to achieve this goal, designers use various visual languages ​​to inspire beauty and evoke associations. The image language in many visual languages ​​is one of the most important languages ​​in packaging design. It is through the point, line, surface, body, material and other modeling elements, in accordance with the rules of beauty to combine visual images. For example, a styling, an image, and a choice of materials are all meticulously designed by the designer. Consumers can read information, approve products, and buy products from packaging. It is also the charm of the designer's language organization. For consumers, the largest part of the information content in the packaging of goods is the image language, followed by the text and color. The image language includes three-dimensional shape image language, plane image language and material language. The information, emotion, and connotation of these language expressions are exactly what this article is trying to explore.

A packaged three-dimensional modeling language

Kant said: "Painting, sculpture, and even architecture and gardening, as long as it belongs to the visual arts of fine arts, the most important part is the design of patterns, because the shape can give people a pleasant shape and lay a foundation for fun. "The modern society is extremely rich in merchandise. In the dazzling array of commodities and overwhelming shopping malls, consumers are the first to look at products that differ from the products around them. This styling product stands out from the crowd in the market. Suddenly, I feel this is what I want. In order to achieve this, the designers have different purchasing psychology based on the products, different needs of different consumers, different ages, and different levels. They use three-dimensional modeling language to display the charm of the product and guide consumers to have positive emotional recognition. . Different three-dimensional shapes convey different feelings and information to consumers.

(1) Cube, rectangular packaging: three-dimensional structure modeling, convey the designer or focus on internal product quality or the pursuit of simple and simple, the pursuit of simple and clean style of language features, simple modeling language conveys the designer is not simple design Connotation 1

(2) Multi-faceted packaging shapes: such as triangles, pentagons, rhombuses, hexagons, trapezoids, cones, pyramids, and cylinders. These shapes reflect the different aesthetics of product design through alternating lines, arcs, and surfaces. The visual impact of the product shows rich and complex semantics. For example, in the packaging of “Maya Dynasty Wine” designed by a Chinese designer, the designer cited the tower-shaped building of Maya culture as its modeling basis, while the design of the outer packaging box is represented by a triangular wooden box. The unique shape of the Mayan culture is refreshing. The visual language conveys the "class" and nobleness of the wine. Another example is some portable packaging 3 can be hanging packaging and flexible three-dimensional external packaging modeling all convey the designer for consumers to consider the thoughtful and careful, to meet the psychological demand of consumers. Such as Israel's "wine" packaging design 4 can be combined into a cube-style packaging, can be displayed and decorated with a separate role, through the middle of a large viewing angle can easily get out of the bottle makes the product popular, with market competition force.

(3) Shaped packaging: In the modern commodity design, designers also follow a principle: the emotion is conveyed by the visual image, and the emotional language is given in the external model according to different needs, which can make the product more infectious and shocking. . Such as Suntory 15 years aging Wei Jiujiu packaging 5. The imitation of the instrument's wine bottle and the sound-filled packaging used the old wine of Muhong to play a song of Yu Yang's time. It crossed the tunnel of time and came to us. The musk of wine, the deep feelings of the song and the warm old days are intertwined and make people feel the soul-stirring. Consumers are born with the desire to embrace it. Another example is the packaging of China's "Anjiu," which absorbed the folk culture and art of the Anshun region of Guizhou, and used decorative facial expressions to model wine bottles, guiding people's thoughts to ancient times, and reminiscent of the rejuvenation of old wines. Aromatic, at the same time, its beauty, observability and appreciation, make the packaging and consumer psychology of purchase consistent, improve the taste of the product. There is no doubt that positive emotions generated by consumers will greatly benefit the sale of goods.

Second, the packaging of graphic language

In addition to the three-dimensional modeling language in modern packaging design, graphic design is also an important part of the design. The distinctive and personalized flat visual image language can influence consumer purchase awareness and behavior, and guide people to love the product. The designer is in the plane. The use of all language that can shape the image, such as dotted line, surface, shape, color, composition, and formal rules of beauty... In accordance with the law of activity of the psychology of consumers buying goods, design new, strange and special images, and give the image a clear culvert. In the end, it won the "heart" of consumers. In the packaging design of goods can be divided into two major types of expression, one is a direct form of image representation, it is to reproduce the content of the product with intuitive, realistic image, focusing on people to produce a familiar and trusted feelings of the goods, and the other A large category is an indirect form of image expression, using abstraction, metaphor, symbolism, and other means to convey the inherent characteristics of goods, so that consumers feel an implicit, intimate, evocative beauty, looking in these image languages To the emotional "resonance."

(1) Direct image language: Designers use photographic photographs and realistic painting language to organize graphic graphics in a concrete and realistic manner, so that consumers can understand the contents and uses of commodities at a glance and leave a deep impression on them. Experience creates positive attitudes. For example, the graphic pattern of Orange Juice Drink 7 makes the product have a high visual impact with vivid image language, conveys a fresh, pure, cool and delicious quality of the product, and guides consumption. The association of the previous emotional experience will make the consumer coveted the product and his appetite will open up, creating a desire not to sell it. Therefore, it can be seen that the direct image language form has an active and effective role in promotion.

(2) Indirect image language

a. Abstract Graphic Language: Designers use pure elements such as dots, lines, and faces to refine and summarize the specific image of a commodity, form an abstract form, and express an implicit and intrinsic semantic meaning, such as geometry. The visual language formed by the combination of lines and curves is a canonical, orderly, and calming sense of beauty, while the free or curved compositional language conveys a strong or bold or feminine, harmonious semantic, such as the Japanese rice cake packaging 8 gift box. The inner package uses a simple arc to express a lively, stretched feeling, and the outer packaging of six seemingly casual, abstract yellow ring, spread freely on the lid, suddenly feel a relaxed, gentle With kindness. Another example is the packing 9 of high-tech products that alternately combines images with simple geometric shapes to convey a rational, scientific strength. The small geometric shape of the beam, in turn, conveys the fact that modern high technology is radiating to all areas of people’s lives with its powerful energy, bringing high-quality products to our lives, and thus giving consumers confidence in the products. Their determination to buy goods.

b. Decorative graphic language: designers based on the psychology of consumers seeking differences, novelty, and beauty in their shopping, and impress them with the packaging image language with artistic charm, so that they can enjoy the beauty while shopping and put products in the design. The specific image is changed and modified according to certain requirements to make its characteristics more vivid. For example, a group of 10 video packs in the United States have different expressions, rigorous, humorous, loose and loose expressions and diverse expressions to convey rich connotations. Another example is the Chinese Hi Shijin Gift Box Series (11). Traditional auspicious decorative figures express people’s pursuit and hope for a better life. The decorative language style makes it full of joyful, auspicious and festive atmosphere. It affects people’s feelings and stimulates the enthusiasm for buying.

c. Cartoon Graphics Language

In order to achieve the desired effect of packaging and adapt to the needs of consumers of different ages and levels, designers have to use various forms of graphic language through various means to enable consumers to accept the “commodity content” stated in the “design language”. . And people's curiosity drives them to find common interests under the guidance of visual graphics. Cartoon humor and interesting language are loved by the public. Not only children but adults need more ease and humor in a stressful life. In the design, designers place any ideals and feelings that cannot be achieved in reality in the cartoon image, increasing the personality and attractiveness of the package. For example, the moon cake gift box (12) adopts a folk deified story, and the characters are constructed together with a modern cartoon graphic image and a three-dimensional stereoscopic image, so that people feel that the innocent, childlike, humorous characters, joyful and peaceful atmosphere are ready to come out. It entrusts people with countless good wishes. For another example, the shopping bag (13) has a cute cartoon animal shape. An animal portrait arranged at the place where the handle is above the shopping bag meets the original stereotype of the bag, making the overall image vivid and attractive, and is favored by children. That's natural.

Third, the packaging material image language

The purpose of packaging is to sell, and the key to promoting sales is whether packaging can arouse people's feelings about the product. Especially when material products are greatly enriched, it is particularly important. All the carriers that can stimulate emotion become packaging language. . The material serves as a stereoscopic image itself and as a language carrier for the designer to convey emotions. Different materials can express different emotions in the design. For example: vacuum plastic packaging foods make people feel convenient and hygienic, aluminum foil blister packaging medicines make people feel scientific and credible, transparent packaging make people feel "seeing is believing" and rest assured that the use of these materials has won consumers' emotional approval , And make sales become widespread and effective, in addition to the integration of materials and three-dimensional image, so that designers can better convey the information of the goods and trigger the emotions of the consumers. For example, the Vitello glass suite gift box (14) it has four Glass bottle and six matching glasses. Each cup has its own distinctive ripple-absorbing wave image. It has a modern trend. Its simple and clear rhyme conveys the high-quality character of the product. The use of material image language makes it a dazzling "star" in many commodities. For example, under the trend of "return to nature" and "absolute environmental protection", modern designers convey the modern people's environmental protection and energy through a simple material language. Thinking about the crisis. For example, the use of recycled paper and natural materials for French tea gift wraps (15) makes people's thoughts return to the 18th-century farmstead and return to the embrace of nature. For example, "Anjiu," Guizhou Province, China The image of the characters is also processed into thin strips using wooden materials. It is shaped like an ancient bamboo tube and is composed of wooden boxes. Its inner lining is made of local batik fabrics. Such a rich material language combination expresses a theme: China's “Anjiu” has a long history and is full of good taste. It is the pride of the nation. Cause people to nostalgia for their hometown and produce affection. Through these examples, it is not difficult for us to see that a visual image is connected with a graceful structure and a material for erecting structures to call out to the heart of people.