Composition design plays a pivotal role in modern sales packaging design. It is an important part of the whole packaging visual design process, and it is also the basis for the elements of the packaging screen.

The visual design elements of a package include many aspects, including trademarks, product names, manufacturers, features, usage, precautions, illustrations, colors, and so on. If these complex elements are not focused and are arranged hierarchically on the exhibition surface, the packaging will appear disorganized. It will not be able to quickly and effectively convey product information, nor will it encourage consumers to take purchasing actions and affect the sale of goods. Through rigorously scrutiny of the composition and well-arranged packaging design, we can attract consumers in the shortest time and at the fastest speed, especially in the increasingly popular unsupervised supermarkets. The graphic stimulus of packaging is even more important. .

Therefore, an excellent and promotional packaging picture must be based on a reasonable picture layout. In a sense, without an elaborate composition design, it is impossible to form an ideal visual picture.

Composition is the formal beauty of the picture, that is, the layout of the picture. It is called the operating position in Chinese painting theory. Layout is an art technique that deals with the image structure of a picture. There are formal similarities between the composition design of the packaging and the picture composition processing of the painting, and there are also differences in function and nature. The composition design of the packaging is subject to the sales strategy, the sales environment, and the requirements for information transmission. At the same time, it also reflects the overall "creativity" of the package. To fully realize "meaning", it must create a "meaningful" composition form. Different products need different packaging forms, while different specifications and different shapes require different picture composition.

The shape characteristics of the cylindrical hearing and can packaging determine the uniqueness of its packaging picture composition form. This is because the arc-shaped images revealed by the cylindrical shape of the cans and cans give a sense of perspective to human vision, which reduces the viewing area to a certain extent and inconveniences consumers' information recognition. Then, what is the visual area of ​​the cylindrical packaging and what is the main image of the screen (trademark image, text image, symbolic image, etc.)? Mr. Zhu Zhongyan had a scientific explanation: “The cylindrical view The pattern design shall not exceed the arc area of ​​the frontal field of view.When the diameter of the cylinder is less than or equal to 65 mm, the positive value of the arc surface of the field of view is l/2C (C is the circumference of the circle), when the diameter of the cylinder is greater than At 65mm, the optimal range of the visual field of the primary viewing area should be less than l/3C, and the main design content should be kept within the l/3 circle."

It can be seen that the visible area of ​​the cans and cans is very limited. It is very difficult to arrange many design elements in a narrow area and obtain good visual effects. Therefore, it is necessary to study the composition of the screen for listening and canning. Through a large number of domestic and foreign excellent surface visual design of cans and cans packaging, the following three kinds of compositional forms, namely the axis focus composition method, the two-stage composition method, the three-stage composition method and the label-posted composition method, have been sorted out. The various composition methods are discussed below for analysis and reference for readers.

Axis focus patterning

Visual images are arranged at the focus position of the screen axis, which is a relatively common and easy-to-grasp layout in the design of cans and cans. Its greatest feature is its strong visual impact, which is popular at home and abroad.

First of all, in the center of the front view, two axes intersecting vertically and horizontally are created. At the intersection, a focal point is naturally formed. This focal point is the visual center of the screen. It is like the focus in the camera's viewing window and helps you establish the main body of the screen. Location, layout (horizontal, vertical, oblique, etc.) and performance techniques are mastered by the designer based on content and elements. After the main body of the picture is established, the visual center of figure a is left around to create a “virtual” space of considerable area. The purpose is to use a large area of ​​virtual space to contrast the actual center subject image and form a virtual contrasting visual. effect. Of course, the blurry part of the picture is not a blank space, but is relatively simplified and summarized in art processing. It creates a center of “intensified contradiction”, which allows the viewer's optic nerve to suddenly become tense and concentrate on this prominent part. Generate interest and achieve the purpose of propaganda. If the horizontal axis is moved up and down according to the length of the can body, the composition effects of different focus positions can be produced. This axis-focus composition method is more suitable for the layout of less-content screens, highlighting the advantages of simple and concise images; strong visual impact, clear at a glance, giving people a sense of concentration and eye-catching.
There is another kind of situation in the axis focus composition method, that is, the center longitudinal axis is mainly used to start the composition design. If you arrange well, you can also achieve a good composition effect.

If you move the longitudinal axis to the left or right, you can create a series of composition forms.

Two-stage composition method

The so-called two-stage composition method divides the main visual field of the package into two areas, and the design elements are distributed in the two areas according to the specific gravity. Imagine a horizontal axis and divide the screen into upper and lower parts. This horizontal axis, like the horizon, separates two equal spaces of “heaven and earth” and forms an open pattern. This screen layout has a high utilization rate in listening and can packaging design, and it does produce very good results. For example, the main contents such as trademarks and product names are arranged in the prominent upper space, and auxiliary image images, illustrations or text descriptions are arranged in the remaining space. At this point, a pleasant two-stage layout is formed. Of course, any form of composition is not a subjective fabrication. It is produced and perfected in practical applications. When people use it and are generally accepted, it is the scientific nature, rationality, and practicality of this form of composition.

The two-stage layout satisfies two requirements in the design. On the one hand, designers can make full use of the larger picture space, deal with complex elements or more content, form a mass, and create a distinctive and eye-catching visual effect. Since the contents of the cans and cans are mostly foods, beverages, etc., the merchants use the larger space in the design of the front view to arrange the exquisite products or raw materials in order to make the packaging screen more visible and appealing. Pictures, related illustrations or symbolic graphics, with attractive and realistic images to enhance authenticity and credibility, help customers understand and become familiar with product attributes and characteristics within the package as soon as possible. On the other hand, sales of unsold goods are becoming more and more popular. Packaging relies on its own image to promote products and the responsibility for selling products is even greater. It can be said that the two-stage layout is an ideal composition form that concentrates design elements, expands the screen space, and enhances visual effects. The feature is full and full of display surface, wide field of vision, clear text, strong contrast and strong shelf competitiveness.

3. Three-stage composition method

After you have defined the basic features of the two-stage composition method, the method for obtaining the three-stage composition method is relatively easy. It is developed on the basis of two-stage structure.

In the picture, two parallel horizontal axes are dummyd. The two screens divide the screen equally into three equal spaces: upper, middle, and lower. The design elements are distributed in these spaces according to the primary-secondary relationship, and the picture is formed. The pattern of diversified combinations has resulted in the creation of a three-stage layout. If you move the two horizontal axes up or down or adjust the position of one of the axes, the screen will create a new split method, forming a different size space.

Now, we clearly see that due to the increase in the space of the picture, the distribution of design elements has increased flexibility and choice. This form of screen segmentation is suitable for designs with complex contents and long cans. Although it is not as strong and distinct as the two-stage composition, the screen effect is more holistic, fuller, orderly and orderly, the passage is clear, the level is rich, and the sense of rhythm is strong, giving a sense of being full, steady, and perfect.

In addition, there is a more special composition method, that is, the label-type composition method. This type of composition is more traditional and well known. Its feature is to first set a fixed ellipse or other shape on the display surface, and then arrange the various design elements in this fixed shape. Formally, the labeling method is similar to the axis focus patterning method, but the labeling pattern is slightly old-fashioned, and the arrangement flexibility is worse than other compositional forms. Because it has been widely used for many years, a fixed pattern has been formed in the minds of consumers and has certain affinity, such as the design of beer cans is an obvious example.

It should be noted that the ideal layout space can be obtained by dividing the screen by the axis. However, it does not mean that the complicated elements are simply listed or placed in a fixed position in isolation, so that a good screen can be formed. Because, in the beginning we talked about, the rational layout space is only the primary link of the screen design. To obtain good visual effects, we need to do a lot of meticulous work. Such as the adjustment of the proportion of the various parts of the screen, the choice of choreography, the size of the image of the arrangement, density, the relationship between the actual situation; there are text design, color configuration, illustration performance, design and many other factors, Ignoring which aspect will lead to the failure of the picture design. The above describes the basic composition of listening and can packaging, but the composition of listening and can packaging must not be limited to the above forms. There are other special forms, because the law is not strong, this article does not mention.

In short, the screen composition design of the packaging is a key factor in the visual design of the entire package display surface, and it cannot be ignored. The above several composition methods summarize and summarize the characteristics of composition in modern hearing and can packaging design, grasp these basic laws and rules, and can reduce blindness in the design. In addition, designers can flexibly apply these rules according to different products, different contents, and different requirements, continue to innovate, give full play to the special features of circular listening, cans, and curved screens, and create distinctive screen compositions. Design more and better packaging works.

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