Modern Product Packaging and Decorating Typographic Design (2)

3 The trend of simple design

Modern packaging and decoration layout design has undergone a transition from an industrialized society to an information-based society. In terms of semantic and formal expression, they are all influenced by Eastern and Western cultures and artistic styles. Under the general trend of diversified development of modern design, the involvement of new concepts in the way of human survival, the guidance of thinking, and the expression of emotions, we have found that the rules of the past used in the layout design of packaging and decorating are gradually being broken, and the inherent thinking The method has been deconstructed and new design needs have been created for the minimalistic design of China's modern packaging and decoration layout.

3.1 Personalized design requirements

After packaging and layout design goes to stylization. Its design ideas must be personalized. Personalization is the designer’s unique insight into the differences in design personalities. The design becomes infinite self-transcendence and the expression of what one desires. Therefore, in the packaging and decorating design, the use of textual or graphic textual design methods allows designers to seek personality and promote design style through the reorganization of design elements, layouts and other design elements. The unique spirit and creative spirit of the individual are displayed. The design is more vital to the expression of individuality. For example, in the pharmaceutical packaging of Shenzhen Sanson Pharmaceutical Co., Ltd., the left side is a seemingly disorderly but orderly arrangement with Chinese characters, reflecting the efficacy of the product, and the right side has a large area left blank to highlight the name. This design is not only Let the product stand out in many designs, it is to let the audience appreciate the unique artistic charm of the designer, so that the designer's personalized expression has more spiritual connotation.

3.2 Internationalization and Diversified Design Requirements

People cannot be separated from the public when they are designing, and they must survive in the market. In the simple design of modern packaging and decorating layout, the text images of different nationalities and cultures need to be recombined, and all new components must be taken into account in order to achieve the purpose of conveying diverse cultural information.

Text graphics and graphic text are important visual languages ​​in packaging layout design. It gives people a common feeling. Its greatest feature is the pursuit of an international perspective, so that the design has first-rate quality. The design requirements of globalization and diversification put forward a rationalized concept of cognition for the creation of figures, thinking angles, and public understanding. In terms of conception and performance, the language expression of modern packaging design is consistent. Simple and concise has become the goal pursued by the public. For example, made in Japan. The Nikon camera packaging design controls each display surface completely on a monochromatic background with a text design. The main model information adopts a hollow black body with a character angle, and a dynamic italic brand name embellishes them. Using the change of the sense of orientation, it is reflected The rationalization features arranged on the layout fully express the attributes of the product and excellent high-quality feelings. At the same time, due to the identifiable characters, the text also takes care of the psychological feelings of the audience and meets the internationalization requirements of the products. .

3.3 Regional Localization Design Requirements

Modern design has an inextricable link with Chinese traditional visual modeling elements in terms of both form and form of artistic development. A Scattered Perspective of Chinese Traditional Paintings. The method of dealing with forms such as actuality and density and leaving blank. The inspiration for modern packaging layout design is beyond doubt.

National. It is the world. The reality of regional localization design is the design idea that designers gradually develop through thinking about the local environment. Through such combing. It should be said that it is more logical to find the point where the old styling elements meet the modern design and improve the former. For the morphological transformation of the old styling elements with Chinese geographical features, the elements not only convey the modern design concept, but also enable the old elements to truly convey the modern information of the carrier. Meet the psychological needs of modern design, so as to get rid of the limitations of the use of elements and semantic deviation. For local designers, it is very important to keep one's own water and soil research self-contained graphic design. For example, when Hong Kong designer Chen Youjian was designing MR CHAN tea packaging, he transformed the bergamot of Chinese Buddhist culture and used the moire pattern in Chinese traditional patterns to express his Buddhist culture. The packaging satisfies the needs of the Chinese people's local design. At the same time, it allows us to emerge from the blind spot of simple design. Simplicity is not simple. On the contrary, it is a deeper and richer one, rich in simplicity. Only the things with deep connotations have the beauty of simplicity. The lack of poverty and paleness are not simple and in no way simple.

Today's social information is changing rapidly and competition is becoming increasingly fierce. People's transmission and acquisition of new information are getting faster and faster. At the same time, expectations and requirements for new things are getting higher and higher. Using the effective means of modern design to satisfy people's visual, tactile and psychological feelings is the common responsibility of design. As a kind of objective form, the minimalistic design of the packaging in the packaging makes the design truly romantically combine rationality and creativity with its unique aesthetic value, develops new visual concepts and forms of expression, and sublimates ordinary visual elements into infinite The visual language of creativity and the search for meanings that are rich in philosophical and aesthetic tastes are the trends in the future of packaging layout design.

Yang Yuefeng, Yuan Enpei Chongqing University

Source: Packaging Project