Introduction to the most popular packaging design

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Introduction to the holism of packaging design and its application

modern packaging design, as an important part of modern design, its development process is closely related to the evolution process of modern design. Whether in theory or in specific design practice, packaging design is always at the forefront of the times, expressing the new trend of design and reflecting the mainstream of design. Influenced by the trend of post-modernism design, the principle of anti modernism design conciseness in packaging design emphasizes the decoration of design, boldly adopts bright colors and eye-catching words, advocates to absorb materials from traditional culture for creation, and pursues a funny and quiet impact test and analysis method of composite materials. Therefore, the packaging design of postmodern style has no unified appearance, but integrates the tendencies of historicism, decorationism, eclecticism and metaphorical design. Postmodern packaging design has various forms and extensive contents, which enriches the design level and promotes the development of design. But at the same time, it makes the packaging messy, ambiguous, and does not pay attention to unity and harmony. Therefore, this paper focuses on how to apply the integrity theory of Gestalt psychology to Postmodern packaging design, trying to analyze and demonstrate how to maintain an overall order in diversification

Gestalt psychology is a school of psychology in Germany. Gestalt is a transliteration of the German word Gestalt, which means organizational structure or the whole. The form in Gestalt psychology is the whole of experience organized by perceptual activities. Then implant a prosthesis called "intervertebral fusion cage" to replace

Gestalt psychology has the following basic views:

first, the starting point of Gestalt research is Gestalt, which has three characteristics: first, integrity. It opposes element analysis and emphasizes overall organization. It is believed that the whole is not equal to the synthesis of parts, and is not composed of several elements. On the contrary, the whole exists before the part and restricts the nature and significance of the part

second, Gestalt, when its size, orientation, etc. change, still maintains its integrity and function unchanged, with tone sandhi. Third, gestalt is the whole of the object organized by perceptual activities, and it is the pattern of objective stimuli in the perceptual activities of the subject. In short, when people watch, the internal physical structure of objects makes people form a harmonious psychological structure through vision. Namely heterogeneous isomorphism

secondly, gestalt is a force structure. There is center, edge, center of gravity, tendency, primary and secondary, virtual and real, and contrast. Gestalt spontaneously pursues a balance, and the implication and movement of force are carried out around the balance. This kind of balance is the balance of force and dynamic balance

thirdly, gestalt is structure from the aspect of object; In terms of subject, it is organization. There are two principles of Gestalt activity: simplification and tension. Simplification is to organize complex materials into an orderly skeleton of forces with as few features and styles as possible. Simplification moves towards the dynamic balance of perception in many ways, such as stratification, classification, neglect and so on. The foundation of dynamic balance is tension. The combination of dots, lines and planes, and the contrast and transition of colors contain internal tendentious tension. Gestalt psychology theory not only provides new methodological significance for the development of modern psychology, but also has special significance for the whole art field, especially for the development of design art

postmodernism marks a multifaceted process of change. It has experienced a series of fundamental changes in science, education, culture and other fields. These changes show that it is a new stage of development in human history

let's take a look at the characteristics of Postmodernism:

first, its social characteristics are that modern society is a new era of expansion and proliferation of information, science and technology. Science and technology have achieved an increasingly important position. Through the power of high technology, symbolic, informational, and reproducing human cultural factors are increasingly overwhelming natural factors

second, its knowledge feature is that all knowledge is digitalized, symbolized and commercialized. Knowledge that cannot be digitalized and computerized is hardly regarded as knowledge

Third, its cultural characteristics are that it reverses the original definition of culture, opposes various creative principles of traditional standard culture, and sublates the generalization, totalization, and identity of tradition. It affirms fragmentation, marginalization, planarization, and no depth, and constructs illusions and images that make people unable to call the original through the combination of various dazzling symbols, colors, and light, so as to meet the direct needs of the senses

fourth, its mentality and thinking mode are characterized by an uncertain, fuzzy, accidental, unpredictable and other mental state and ideological taste

fifth, its lifestyle is characterized by a game like life. No longer abide by the coordinated and peaceful life of traditional morality and regulations, and prefer to try various new lifestyles in the rebellious lifestyle that constantly breaks through the traditional regulations

entering the period of social and economic prosperity, influenced by the aesthetics of postmodern pluralistic coexistence, postmodernism has put forward the creed of "less is more" of modernism in a tit for tat, that is, less is boring. Packaging design also shows the changing characteristics from order to disorder, from integrity to pluralism, from certainty to uncertainty, from clarity to fuzziness, and develops towards a more humane, personalized, traditional, decorative and pluralistic direction. In recent years, in the field of packaging art, there have been many strange and grotesque packaging styles and excessive packaging trends. Although their forms are uncertain and fuzzy, their structures are contradictory, their materials and attributes also show an irrelevant mixture, and their graphics, colors and words are also surprisingly uncoordinated, this happens to coincide with the spirit of innovation and the pursuit of advertising effect in the post-modern era, and echoes the psychology of modern people who like the new and hate the old, and seek innovation and change, Thus, it has been favored and welcomed by many people. Therefore, it also makes us realize the idea of packaging design in the post-modern period, which is to attach importance to the popular, regional, multi-level emotional, spiritual needs and aspirations of the public, and highlight the humanistic and aesthetic value of packaging

there are various design methods of postmodern packaging. As long as Taiwan manufacturers master the technical key, they often use specific processing methods such as deformation, extrusion, superposition, reorganization, addition, decoration to reflect their cultural connotation, and their specific image characteristics can be reflected in the style, style, graphics, color, text, material and other aspects of packaging

postmodern packaging design has different styles and various design forms, from primitive and simple folk packaging to avant-garde modern creative packaging, from frugal traditional packaging to gorgeous, even luxurious and excessive packaging, and so on. Even the same Baijiu bottle packaging style can also be designed into a bold and vigorous or delicate and gentle polarized style. All kinds of packaging can have different designs of size, length and width, so that people can choose freely, which leads to the uncertainty and ambiguity of the popular trend of packaging

in terms of the appearance of packaging, the traditional packaging methods and concepts have also been challenged and impacted. Just looking at the packaging of Baijiu, from the perspective of appearance alone, it is either all inclusive, or transparent, or half covered, or complex, or simple, or extensive, or narrow, or overlapping, or uneven and disordered, full of strong personalization and diversification

in terms of packaging structure, it has changed from comprehensive and clear to decomposition and fuzziness. The distinctive structure designed by the traditional three-dimensional construction method is deconstructed, and the structure of each part of the packaging is reconstructed by combining the plane modeling with the three-dimensional modeling, so that it has the unconventional structural design characteristics of freedom, looseness, fuzziness, mutation, movement and so on, so as to form a new visual effect

the packaging color (including the combination and change of graphics and fonts) has the overlap and parallelism of low-purity natural soft color and high-purity gorgeous stimulating color. Some show the lively interest and drama of packaging through fanciful mutually exclusive colors. In addition, through the use of stacking, combination, transparency, texture and other design treatments on the materials, the colors have an orderly gradual change of light and shade and disorderly changes, adding infinite interest to the packaging

packaging materials also show obvious diversity and richness, which is mainly reflected in the types of raw materials, morphological structure, texture and texture, and the combination and comparison between them. Some designers also creatively use deformation, hollowing out, combination and other processing techniques to enrich the appearance of materials, endow materials with new images, and emphasize the aesthetic value of material design

the application of Gestalt holism in packaging design in the post-modern era:

1 Diversified understanding

although diversified packaging makes our life colorful and full of personality. However, packaging design is not a simple stacking of multiple elements, with the purpose of being messy and vague. Because chaos and ambiguity is not postmodernism, it is just a kind of chaotic postmodernism. Postmodern packaging is not anarchism in design, or arbitrary design methods. Postmodern packaging design has the rationalization characteristics of seemingly messy, but essentially internal structural factors and overall consideration. Postmodernism is the inheritance and development of modernity. It does not like the fragmented modernity, but yearns for a new holistic modernity that transcends diversity

2. Specific ideas to realize the principle of integrity

packaging design uses the integrity of Gestalt psychology as the methodology, but compared with the pursuit of function and simplicity of packaging in the modernist period, it gives packaging design a new organizational principle. That is, under the premise of keeping the packaging function first, fully develop the decoration and internal connection of multiple parts. Designers realize that it is very important to show the sense of integrity and harmony of packaging. Based on their intuitive observation and self-conscious evaluation of their visual performance, as well as the response of the audience, they concluded that neither the designer nor the viewer appreciated the chaotic image. An image with a poor Gestalt, that is, an image that lacks a sense of visual integrity and harmony, produces a visual effect that is lack of connection, and the details are scattered without integrity, which destroys people's sense of visual stability and gives people a general impression that there is a problem. Such a visual image is bound to be ignored by people, or even rejected. As a kind of visual art, packaging must convey feelings in a specific and complete image. That is to say, it combines various elements (modeling, color, graphics, text, materials, decoration, etc.) into a whole, which affects and unifies each other, and is coordinated with the environment and synchronized with the society. Consumers' preferences generally come directly from the feeling of packaging shape, color, pattern and material, which is a comprehensive psychological effect. In terms of color, everyone has his own favorite and annoying colors, which of course cannot be forced to be the same, but there are also similarities. For example, most women like white, red and pink, which are called women's colors. The packaging of women's products using white and red can attract women's love. Men like solemn and serious black, which is also called male color. The packaging and black of men's special products can be favored by men

3. Shape design

shape design of packaging mainly refers to the composition of external shape design and internal shape design of packaging. Successful packaging design not only pursues balance, harmony and unity in internal and external modeling, but also conveys the style and implication hidden behind the modeling, that is, the content that designers strive to create

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