Research on Formal Beauty of Packaging Design (4)

Abstract design appears on the packaging. First of all, it is related to the Western painting impressionism, abstract art, and the formation school. Later, the emergence of visual arts and Op Art in the 1960s further promoted the development of abstract design. This is the effect of painting on package design. However, scientific, micro and macro world discoveries have also greatly expanded people's horizons. An abstract, geometrical aesthetic has been recognized by people. In everyday life, in addition to accepting countless figurative influences all day long, people also require abstract revelations to balance their psychological deficiencies. In the visual sense of beauty, sensibility and reason also alternately interpenetrate or repeat. The abstract geometric form, although it does not directly reflect natural phenomena, it is implicit, tends to reason, and in the visual, it will convey certain content. This content is concrete, philosophical, and symbolic. According to psychological reactions, the abstract form is faster than the language conveys the signs, such as the signs of traffic and transportation, and the micro-number. It has become a kind of “language” common to all ethnic groups in the world.
Modern packaging design is using this form of psychology to help convey product information. When the characteristics of some goods like utensils are not easy to express, they can be solved by abstraction. Such as the charm of cosmetics, the product's sense of quality and trust, soft, hard and so on. Although we say that abstraction is one of the requirements of the modern form of packaging, it does not mean that abstract design can replace specific design. The characteristics of some products are abstract designs that cannot be done, such as the style of clothing, the taste of appetite, etc. Wait.
Now there has been a combination of abstraction and figurative packaging design, which can make up for each other's deficiencies, both the real sense of the goods, but also an abstract sense of charm;
c. Texture: Texture refers to the material's unique texture. Because of the arrangement of materials, the difference in organization and structure, the color and pattern that are presented, the tactile texture or visual texture that people can feel.
The beauty of texture is also one of formal beauty. People living in today are particularly fond of quality and beauty in nature, such as the marble pattern, the texture of the tree rings, the softness of the wool, the velvet texture, and the ripples of water. Packaging design is to respect people's love, to play with the characteristics of different materials, through the refinement of the mouth, constitute a new form, with its unique texture to achieve the purpose of design.
On the packaging, the texture is divided into natural texture and printed texture. Natural texture, that is, the natural beauty of the packaging material itself, such as wheatgrass, twine, wood and other plant textures, with a simple, elegant, clean and beautiful beauty. Glass, ceramics, plastics, metals, special materials, paper, and copperplate paperboard are industrially produced products that are delicate, high-grade, smooth, firm, and robust. Nature's water patterns, stone patterns, and moiré are soft, smooth, cold and majestic. The fur of animals, the feathers of birds, and the wings of butterflies have beautiful and elegant beauty. The printing texture is artificially mimicking the natural texture, and through the printing technology, the visual effects produced, such as artificial marble paper, wood grain paper, textured paper, embossing effect on paper and so on.
Apart from a few native products and advanced products that use natural texture materials, most of the packaging design uses printed texture, because the printing texture can meet the requirements of mass production, and the economic cost is lower than that of natural materials.
d. Finishing: Finishing is an important factor in form beauty. Finishing refers to the final delicate process before composition, graphics, color and text, and texture become finished products.
Foreign packaging people praised Japan's packaging for its charm and beauty, on top of its simplicity and dexterity. This "words ingenuity" four words, which also praised the high degree of precision packaging components in Japan. Nowadays, foreign packaging designs pay particular attention to finishing processing, such as the precise location of the composition, the fineness of small text, the arrangement of voids, the refinement of colors, and the production of textures. Finishing is good, it can make the package more beautiful, high-level sense, security, reputation and sense of the times.
4 Research packaging designers who value formal beauty must pay attention to the study of formal beauty and cultivate their own form aesthetics. In addition to theoretically enhancing aesthetic cultivation and increasing knowledge and life experience, it is also essential for technical training and learning, such as a keen sense of beauty and delicateness on lines, shapes, colors and textures. Technology, systematic training in the form of the United States. In past Bauhaus schools, training in form aesthetics was an important lesson for students.
Goethe once said: "The form is a secret for most people." In the 21st century today, this secret has not been made public. Designers engaged in packaging design, if they lack understanding of formal beauty, do not know its theory and do not understand it. Without solving the packaging design theory problem, the designed packaging can only be imitated and reprinted. The design must not rely on data to conduct a combination of “tangled jigsaw puzzles” instead of seeking the essence of Chinese and foreign excellent packaging, forgetting their most fundamental things, such as the laws of formal beauty. But a true designer can only create his own excellent packaging by searching for the "inherent rules" and finding a way to absorb and fuse it.
It is unthinkable to rely on the "intuition" of experience without paying attention to formal beauty. Correctly understanding and mastering the characteristics and laws of formal beauty are the necessary conditions and requirements for packaging designers, as well as our sacred mission and responsibilities.
[ references ]
[1] Rodin, translated by Shen Qi. Art Theory [M]. Beijing: People's Fine Arts Publishing House, 1978.
[2] Wang Yuechuan. Art ontology [M]. Shanghai. : Sanlian Bookstore, 1994.
[3] Yu Di. The origin of art [M]. Beijing: Social Science Press, 1982. (Finish)

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