On the text design of the hottest commodity packag

2022-10-15
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Text design of commodity packaging (Part 1)

Abstract: text is one of the elements of packaging decoration picture. The decoration picture can be without graphics, but it cannot be without words. Words are the crystallization of human culture and the symbol of communication between people. The words of packaging are the visual language to convey the information of goods and express the content of packaging. The eye-catching and vivid words are an important means to grasp the vision of consumers, and it often plays the role of the finishing touch

key words: commodity packaging text design packaging decoration packaging design

text is one of the elements of packaging decoration picture. The decoration picture can be without graphics, but it cannot be without words. Words are the crystallization of human culture and the symbol of communication between people. The words of packaging are the visual language to convey the information of goods and express the content of packaging. The eye-catching and vivid words are an important means to grasp the vision of consumers, and it often plays a role of drawing the dragon and brightening the day

l text type of packaging and decoration picture

there are two types of text of packaging and decoration picture

1.1 main text

main text mainly refers to the title words such as the brand name and product name of the commodity. It is the main part of the decorative screen and should have the most eye-catching visual effect. It should occupy a prominent position in terms of area, location, color, light and shade, and is generally arranged on the main display surface of the packaging

1.2 description text

description text is mainly used to introduce the specification, quantity, model, composition, origin, purpose, efficacy, use method and advertisement of goods. There are several forms of expression as follows. Avoid the damage caused by the sudden fracture of the test piece

1) propaganda text is based on the demand characteristics of consumers in the target market, emphasizing the advantages and benefits brought by the product to customers better than similar products, and providing manufacturing for the configuration of higher capacity battery packs may attract customers' attention and interest, and lead to purchase behavior. The text content should be honest, concise and vivid

2) introductory text is another form of propaganda text, which is mainly to help customers understand the value of goods and the unique benefits and satisfaction it brings, so as to make them have purchase desire and lead to purchase behavior

3) suggestive words are used to help consumers use goods correctly. Such as medical drugs, health products and household tools

4) blessing words communicate consumers' feelings with good words such as blessing and praise, such as "I wish you a good dream" on the pillow package. Explanatory words often play an important role in people's purchase decisions. Printed fonts are often used to avoid misunderstandings caused by confusion. The instructions should be simple, easy to read and understand

whether it is the main text or the explanatory text, it must be clear and eye-catching, and strive to have a beautiful picture, refined language, appropriate words, easy to read, easy to remember, beautiful and meaningful, and adapt to the specific product content

2 design of packaging text

the main text is multi-purpose, including book writing, printing and art variation. When designing, we should design the most reasonable scheme of visual communication effect according to the specific requirements of specific commodities, such as the characteristics and performance of commodities, communication objects, the shape, structure, materials and process means of packaging containers, so as to improve its artistic effect. Now the Chinese characters, Latin characters and word arrangement forms are described as follows

2.1 Chinese characters

Chinese characters have a long history, and the font shape is very varied, which has great potential in packaging and decoration design

Chinese ancient pictographs are both characters and symbol graphics. In the performance of the typical characteristics of things, the ingenious combination of concrete and abstract, and highly refined performance, it is worth studying and absorbing in our decoration design conception, composition, modeling and other aspects

the seal script, official script, regular script, line, grass and other calligraphy in Chinese characters have good modeling expressiveness, which is a vivid language in packaging and decoration design. The font of printed Chinese characters is clear and easy to distinguish, and it is more widely used in packaging. Different printing fonts have a good effect on the performance of different commodity characteristics. However, in the

packaging design, the main text is still the art variation. There are various forms of art changing bodies, including changing the shape into a long shape, flat shape, inclined (left, right or up), curved, etc; There are changes in strokes into thickness, repetition, virtual and solid, three-dimensional shape, etc; There are changes in the structure into continuous writing, reduced writing, broken writing, etc; Use illustration image to replace the form of partial strokes or fully visualize according to the meaning of words. It should be used flexibly in design

2.1.1 design fonts according to the content of the goods

when designing fonts, we should pay attention to the consistency between the content and the font in character and charm or the tacit understanding in symbolic significance, and choose fonts with many changes, strong decoration, and outstanding awakening. For example, Quangang huibai brand tea packaging combines landscape and tea shape into a "white" character, and sets off the refined and elegant characteristics of the product with the "white" character, which reminds people of the mountainous area with good soil and water. Drinking the tea produced here makes people feel relaxed and happy (see figure 1)

2, 1, 2 choose fonts according to the sales object

design fonts for specific consumer objects of goods to enhance intimacy. Children's articles are mostly written in lively, clumsy and interesting fonts; Cultural office supplies can choose elegant and delicate fonts; Cosmetics use soft and beautiful fonts. For example, the young couple's article "heart to heart seal" turns a point of the heart character into a heart shape. Its shape and the radian changes of the two 7 radicals of "phase seal" are combined into a whole image with balanced cloth and white and harmonious Divination (see Figure 2)

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