I. INTRODUCTION Modern packaging plays an important role in the promotion of products. Commercial illustrations used to be very popular in packaging design. Although there was a period of silence in the middle of the last century due to the development of photography technology, the packaging personality The advancement of chemistry and the versatility of illustrations will be fully revealed, and will be increasingly used in packaging design.
Second, the use of commercial illustrations on the advantages of packaging Modern packaging mostly uses physical photography, truly reproduce the color and texture of objects, but if the commercial illustration applied in the packaging design, using some concrete or abstract methods to draw traditional or modern painting The use of commercial illustrations of different techniques instead of single-effect commercial photography can not only represent the appearance of the product, but also enable the designer to use the art of drawing to better suggest the unique nature of the product, so that the art and the commodity are not mutually exclusive. Coherent nouns merge and penetrate to form an organic unity. This is not only to introduce the product and reveal the product's personality, but also contains a growing trend of social and cultural development.
Commercial illustrations can be eclectic. According to the characteristics of the products and the consumer groups facing the products and the orientation of the designers, different styles of illustrations are used to represent different products. For example, in the design of women's underwear packaging, Rococo-style paintings can be used, with graceful, charming, clothing and colorful female figures and delicate style, beautiful, bright color and elegant, elegant shape of the decorative image to reflect the female underwear It can also be used to embody certain modern merchandise with the fierce and unrestrained strokes of the post-impressionist van Gogh, twisted lines, and passionate colors like fire. The cubist school's master will be Picasso's stiff lines, the segmented form of the block, the decomposition and reorganization of the shape, and better performance of alternative goods. At the same time, different painting tools can also reflect different painting styles: using a stylus pen to draw a detailed picture; using oil pastels, markers to show rough, refreshing graphics; using woodcuts to show a calm, sensible image.
Third, the use of commercial illustrations in packaging design illustrations The use of illustrations in packaging images can express a totally different feeling from photography and create diversified forms that are dizzying: fantasy, humorous, sarcastic. , decorative, symbolic, realistic, interesting, and so on. A pen or needle pen can be used to depict realistic and detailed miniatures; a marker, crayons, or brush can be used to depict very elegant, rough, or refreshing graphics; and use traditional techniques such as printing, engraving, and printmaking to depict traditional paper-cuts. Or woodcut effect; can also use watercolor, Chinese painting, oil painting, dip pen, quill pen and other tools to create new texture effects and graphics.
1, the use of abstract graphics Abstract graphics have a special decorative effect, focus on the association of sense of sense and the creation of a sense of style, is a common form of modern art design. The regular arrangement of abstract graphics often appears in the packaging design in the form of a large area shading, which can produce rich and elegant decorative effects. In packaging design, images can be enriched by extending or intercepting various forms of graphics.
The packaging of dairy products of Tokyo Polaris Co., Ltd. in Japan is based on the black-and-white pattern of the Jersey cows, and is complemented by green (symbols of fresh grass and meadows). The pattern is based on the irregular patterns of cows' black and white patterns, giving a sense of order. Packaging does not visually show the image of dairy cows and milk, but it more vividly reveals the nature of the product to consumers: fresh, high-quality milk.
One of my students designed a music collection series package in graduation design. One of the "Spirit music series" appropriately applied abstract graphics to his packaging design. "Soul" English "SOUL" is the meaning of the soul. The design concept of this topic is to give consumers an ethereal, mysterious and psychedelic feeling. It is obviously not sensible to use such photographic images for such packaging. He used a few pictures of the sky and was processed in a computer to become a special effect, forming a unique perspective. In the sky with mottled colors, clouds of abstract red and yellow colors are floating, expressing the feelings of soul and soul with the fantastic anomalies of the painting's effect decoration, light and mottled visual illusions. A rectangular black block just above the package is used to fill the text and control the frivolous colors of the picture, making the entire design look real and magical.
2. Different styles of paintings of different schools are used in the packaging of “Non-Candid Foods†in Austin, Texas—Mexican Cornflakes, which is marketed as a health-conscious adult. The product is characterized by the absence of fat. The screen uses the post-impressionist painter's painting style of Gao Geng. It uses high-purity saturated colors and flat-tone color blocks. The outline is outlined with black lines. The structure has been summarized and simplified, and has a strong decorative style. The packaging of goods is based on Gauguin's style of painting - primitive, pure, free, happy, and healthy. The Rhine Kugel beer of Jacob Rheincugel Winery Co., Ltd. uses Van Gogh's commonly used yellow as the keynote. The bold, free and easy brushstrokes depict a fascinating landscape and decorative characters. The elegantness of the entire package is full of savage and wild gas after drinking, fully revealing the essential characteristics of the product and showing the unique style of the package.
3. Chinese paintings are used in packaging design to make commercial illustrations with Chinese paintings. In the relationship between black and white symphonies forming special colors and shades, they can also be expressed freely and aesthetically. In the packaging design of the “Sanjiacun†wine, the designers used the country’s brush and ink to be elegant, used a large amount of blank space, could not draw a pen, and did not draw ink in the way of painting, depicting the depths of mountains and mountains and green waters. The Xanadu-style living environment has enabled consumers to experience the purity of wine and integrate the Chinese wine culture into the true, simple and natural Chinese landscape paintings with a rich and lively atmosphere. It also integrates into people's lives.
4. The use of folk paintings and children's paintings in packaging design Some of the more local folk goods, the packaging of local specialties, and the style of Chinese folk wood board paintings will reflect a stronger local flavor and better reveal the goods. The characteristics. Such as Henan native products, you can use wood paintings in Zhuxian Town, Kaifeng, Henan Province, and adopt the idea of ​​“broad grain harvest†and “above allâ€. The bright and colorful colors, smooth lines, full composition, and the image of the ancient and exaggerated display on the packaging. Can reflect the pure local flavor.
IV. Conclusion In modern packaging design, in order to reveal the essence of commodities more deeply, more product packaging works full of artistic charm and practical value emerge. We can use the painting styles of many masters for thousands of years and combine our own design concepts. Using different painting tools to infiltrate creativity into the arts, the arts infiltrate the goods, and the commodities penetrate into the lives of consumers.
â– Chen Fang
Source: "Decoration"