In our daily life, toothpaste is an essential item. Although they are very inconspicuous, you may not have noticed their packaging, but you can also see some of the product design from the composition and color of their packaging. Design tips and methods.
Most toothpaste tubes have a body length of no more than 150mm and a width of no more than 50mm. Let's take a look at the mysteries and art of the four common brands of toothpaste.
Figure 1: "Chinese toothpaste", its main color is warm color. The color is dominated by a large area of ​​yellow and a part of orange and red, with a small part of sky blue. Red orange is a typical warm tone, and the pure, bright and striking red makes the brand name "China" very prominent; while the large bright yellow area serves as the background of the "hit toothpaste," coupled with the streamlined symmetrical shape that resembles water droplets. Like the toothpaste that has just been squeezed out, it makes people think of it. It is full of movement and cleverly expresses the function of the toothpaste (prevention). The orange color between red and yellow is just the color between red and yellow. The color transition is soft and natural; the sky-blue “active calcium fluoride formula†and “HuaBiao†logos have reached the balance of color from the sensibility and give people a very perfect feeling.
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In the composition, the brand “Zhonghua†and its functional font “Guard Against Toothpaste†are located on the midline M. They are separately divided by the “golden section†line and Ф'. In addition, A and A', B and b There is also a more wonderful relationship, you have to admire the designer's unique ingenuity; the other "Chinese Stomatology Association" logo is about the number 2 rectangular, the new Chinese table design is more concise, smooth, dynamic than the previous old logo, Tiananmen The pattern uses perspective perspective. (For the specific relationship and data, please see the design drawing in AI10 in the text.)
Figure 2: "Two-sided needle" toothpaste, its main color is cool. The color is a large area of ​​green background with a light green, a small amount of yellow, and a light green to yellow gradient; green and yellow are adjacent colors, plus the gradient between them, making the entire pattern color Consistent, smooth and not stiff; white brand name "two-sided needle" under the reflection of the green, it is clear at a glance.
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On the composition, the brand “Zhou Mian Pin†is located on the middle line M, and the horizontal position is on the “Golden Section†line, while the right pattern is separated by a corresponding “Golden Section†line, and the middle line is divided equally by M. "Effective" and "Chinese Herbal Toothpaste" are in the middle of the two "golden section" lines; in addition, A is equal to the relationship of A', making the composition of the main motif appear to be law-abiding; two sloping leaves on an ellipsoid with a stereoscopic projection, point The bright theme of “two-sided needles†gives people a natural, fresh and refreshing feeling. (Please refer to the AI ​​design drawing for the specific data ratio.)
Figure 3: "Colgate" toothpaste, its main color is warm. The color is dominated by a large area of ​​red, with a small amount of yellow as the shadow and background, while the right part of the image is dominated by cool blue sky and white clouds (replaced with blue-and-white gradients in production). This not only does not appear incongruous Instead, juxtaposed with pure red gold, the colors complement each other and the contrast is strong. The “solid teeth, breath fresh†shaded by deep blue seems to float in the vast sky, highlighting the characteristics of toothpaste.
On the composition, the centerline M divides the main pattern, and the “golden section†line divides the font and the pattern left and right, making the entire pattern symmetrical without losing balance, and being harmonized and united; plus the red thin lines that are slanted to the right by 20° Under the foil, the pattern is lively and correct. (Please refer to the AI ​​design drawing for the specific size ratio.)
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Figure 4: "Jerino" toothpaste, its main color is cool. The color is dominated by blue and cyan, accompanied by a small amount of red contrast; the bright blue toothpaste-like pattern gives people a natural, fresh and intimate feeling under the shade of white, making people think how comfortable it is to use such toothpaste; The gray bar at the bottom, this "universal" neutral gray, makes the contrasting red and the entire pattern more harmonious.
Figure 4
In the composition, the “golden dividing line†and the “golden line†divide the pattern and the font of “Jennuo†into two parts; the star-shaped high-light spots are on the top of it; the circles on the toothpaste-like pattern are like a magnifying glass to make you see through. The toothpaste's atomic structure "bright white particles"; one-fifth of the height of the gray bar placed at the bottom, strengthening the overall stability of the pattern. (Please refer to the AI ​​design drawing for the specific size ratio.)
When people are watching a static image, image or an object, the colors are always “coloredâ€. When you look at them, your emotions and even your thinking have been infected with it. Of course, composition is equally important. It is like drawing a sketch is the basis of everything, and contours and shapes are the basis of sketches.
From the color and composition of toothpaste packaging we can summarize some design features:
1. Most of the collocations in color are mainly reconciliation, with contrasts. Any color on the screen should be reconciled, of course, including adjacent colors and contrast tones. The packaging patterns of these four toothpastes are dominated by dominant colors, and the other colors in the small area are in a secondary and foiled position. The contrast and reconciliation of colors should be based on the specific content and the need of the picture. Sometimes emphasis is placed on contrasts, and sometimes the emphasis is on reconciliation. When emphasizing contrasts, pay attention to reconciliation, and emphasize the use of contrast in the picture of reconciliation.
2. From the perspective of the entire composition, they are almost identical: the brand name is on the left, and the main pattern is on the right. This reflects the characteristics of the toothpaste product. The design should be limited by the shape and intension of the object and serve the specific object. Instead of arbitrarily waving it, it's time to go.
3. The composition of these four toothpastes uses the “golden section†line, and some even use two. From the perspective of visual comfort, the golden section is the best location, but this seems a bit uniform, but the natural is often the most beautiful, such as the famous oil painting "Shepherdess" in the composition of the use of the "golden section."
4. Fonts and patterns are tilted about 15° to 20° to the right, which is consistent with most people’s right-hand behavior. The font is mainly composed of variety, blackbody or its variants. The font color changes according to the main tone, with white and red as the main colors; the pattern is mostly drawn with circles, ellipses, curves or streamlined deformation as the main body, giving people peace and stability. , amiable beauty.