Analysis of Visual Information Communication in Packaging Design (Part 2)

2 Packaging Design Chinese Language Communication

Although graphics are very important in packaging design, consumers still have to rely on textual communication to generate ideas and understand the true meaning of information transmission. Text plays an important role in the packaging design and is an important part of the composition of the screen. It is not only a means of conveying the information of the goods, but also an important factor that constitutes the visual appeal. Words are people's agreed, symbolic systems with certain forms and functions, and they serve as material carriers for fixing, expressing, storing, transmitting, and processing information. The generation of words is a milestone in the history of the development of human thinking, which makes the communication of commodity packaging information break through the limitations of time and space and goes beyond the narrow scope of personal direct experience, enabling people to directly, indirectly, and realistically and possibly the past, present, and future. All together. Different fonts convey different semantics and information. For example, the Chinese characters in bold and the unadorned lines in the foreign language convey a clear modern sense; the ancient form of the old Roman body and the old Chinese style of the Chinese character, which originated from classical culture, are naturally With a quiet sense of authority and dignified, stable sense of dignity, there is a kind of patina with a sense of beauty, these two fonts have completely different meanings, is subconscious. But in the overall style and atmosphere of packaging design, this kind of Connotative meaning can play a big role. Every typeface or every kind of letter is just like a person with a variety of colors, flesh and blood, each with its own individual characteristics. The composition of the product package design text includes the product name, brand name, unit weight and capacity, factory name, description text, advertisement language, etc. The Jingpai brand is the main text. Their position and area occupied in the composition are more prominent. Packaging and even all the screens are made up of words. In a sense, words are merely abstract symbols, static language tools, and each specific shape font conveys a specific type of information, namely style information. The style conveyed by the font is sometimes subtle. For example, the packaging of pharmaceuticals or medical machinery uses strong bold fonts, which are designed to express high efficacy, giving people peace of mind about safety and trust; most of them use soft and subtle text; suggesting that users are elegant Beautiful and noble temperament; American OVALTIME Food Company's “milk, yellow, crispy” product, its sales target is children and young children, its English alphabet design is like a group of swimming moose, but also like a group of flying bees, deeply loved by children. We like it. The acceptance of the information conveyed by people's packaging text is not unlimited, because the speed with which the human eye accepts text information is limited. For example, the average eye movement time during reading is 0.22s, that is, reading about 4 words per second. Therefore, commodity packaging needs to convey the amount of textual information, and it must take into account the speed with which the human eye receives information. Otherwise, the textual information that the packaging wants to convey cannot be communicated in a futile manner.

3 Color information transmission in packaging design

The psychological impact of color on consumers can be said to be very important. According to the latest information, consumers’ perceptions of objects are colored first, followed by shape. Within 20 seconds of the initial contact with the product, the color perception was 80% and the perception was 20%. Colors not only have the effect of distinguishing, recognizing, and symbolizing products, but also successful color design can make people have psychological associations such as refreshing, pure, strong, lively, gorgeous, and bright. The color of packaging often affects people's emotions, spirits and even actions. It is like the melody of music. It clearly conveys the charm of its vocabulary. It uses color to achieve the direction of appealing to goods. This is one of the colors of packaging design information. The basic principle. In order to more accurately convey the attributes of goods and express the value of goods, in addition to grasping the three attributes of color, the psychological feeling of color, and symbolic significance in the design of packaging, special attention should be paid to the visibility, inspiration, and readability of color display. Physical, psychological, and perceptual factors such as sex and paternity. In the packaging design, the first is to rely on the inherent color of the goods, so that people directly identify the contents of the contents of the property, such as pastry foods are generally yellow, in order to reflect the sense of delicacy, with warm colors, of course, the most appropriate; coffee and chocolate Packaging, the use of brown and red, it is necessary, if the choice of blue to convey the nature of chocolate, milk powder in black may cause disgust; Second, according to the main target of sales of goods and sales areas of color preferences, can use both The conveying of the nature of merchandise can also cause a hue of goodwill, leading to the association of abstract concepts. “Color” itself has the traditional consciousness of the nation. Different countries and different nationalities have different customs and aesthetic psychology for color. Therefore, the selection of color for export packaging should pay special attention to “embarrassment”. If the color of the packaging design does not start from the point of product appeal and the interests of the consumers, it will only choose the color from an aesthetic and subjective perspective; the result will inevitably lead to disconnection from the commodity and the transmission of information, and it will be “misleading” to consumers. It is a kind of visual pollution to the market.
People's perception and acceptance of many information conveyed by commodity packaging are also related to age, gender, occupation, culture, ethnicity and religion. For example, the elderly have rich social experiences and tend to be naturally ideological. The simple, dignified, traditional and practical information conveyed on the packaging of goods is easy to accept; young and middle-aged people tend to convey novel, beautiful, and generous products, and Scientific, popular, and emotional information. Children and children are interested in the lively, vivid and colorful packaging information with certain informative and interesting information. In summary, commodity packaging, as the source of product information, is the harmonization and unification of the information conveyed by packaging design information and the characteristics of people and society in the recognition and acceptance of information conveyed. The information transmission of commodity packaging is now increasingly valued by people. Its research and development will inevitably produce invaluable effects on the economic benefits and social benefits of the packaging industry.

[references]

[1] Zeng Jingxiang, Xiao Yu. Packaging Design Research [M]. Changsha: Hunan Fine Arts Publishing House, 2002.
[2] Lu Xiaobo. The new direction of the development of information society design discipline [J]. Decoration, 2001, (2).
[3] Shu Xiang E. Design Semantics[J]. Wuhan: Hubei Fine Arts Publishing House, 2001.
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