My opinion on the packaging design of the hottest

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My opinion on the packaging design of green food

green food refers to pollution-free, safe, high-quality and nutritious food that follows the principle of sustainable development, is produced and processed in a specific way, and is certified and permitted to use the green food mark by a special agency. Because of its conservative concept, it is estimated that its annual sales will reach 135.5 billion US dollars in 2020. Unlike other commodities, its packaging design should reflect its unique quality and cultural characteristics. There are a wide range of green food products, including agricultural, forestry and processed products, livestock and poultry products, aquatic products, beverages and other categories. As a special commodity, the packaging design of green food should have special requirements

packaging is the last procedure to convert products into commodities and sell them. Its ultimate goal is to influence the concept and behavior of consumers, establish brand image, and win the victory of marketing strategy. Green food packaging is responsible for the information transmission and publicity of green food products. It is one of the most direct expressions of green food brand image. At the same time, it is also an art that combines products with the psychological and physiological needs of consumers. This paper will briefly summarize and discuss the green food packaging design from the perspective of design requirements, design elements and design procedures

design requirements

1 Preciseness

the continuous updating and progress of modern packaging structure, new materials, visual communication and other aspects require designers to come up with rigorous and scientific design schemes, and the application of packaging materials and packaging structure should be more scientific and reasonable. According to the requirements for packaging in the general guidelines for green food packaging (hereinafter referred to as the guidelines), for example, the surface of green food packaging shall not be waxed or oiled; It is not allowed to apply moisture-proof materials such as plastic; Metal packaging and glass products should not use sealing materials and internal coatings that cause harm to human body and the environment; Expanded polystyrene, polyurethane and other products are not allowed for plastic products; The marks on the cartons must be made with water-soluble ink, and oil-soluble ink is not allowed; The outer packaging should have explicit instructions for the use of materials, instructions for reuse and recycling, and green food signs. The ink printed on the outer packaging or the adhesive labeled should be non-toxic and harmless, and should not be in direct contact with food, etc. These strict requirements directly stipulate the problems that should be paid attention to in the design of green food packaging. In the process of selecting packaging materials and later printing, the requirements of the code should be strictly referred to. Do not use inferior, toxic and harmful materials due to cost considerations

modeling structure is very important. Only with reasonable modeling structure can packaging play a role in transportation and sales. Many packaging products are gorgeous in appearance, but the actual packaging does not conform to the packaging design

the rigorous and reasonable arrangement of words and graphics is also the focus of green food packaging design. The trademark marking system in the "manual of specifications for the design and use of Chinese green food trademark signs" (hereinafter referred to as the "manual") is to standardize the use of signs on packages. The green food logo, text and the product number of the use logo, and the green food logo Series graphics that make up the whole should be designed in strict accordance with the specifications, and appear in the eye-catching position of the product package (label), usually on the top. If the original packaging conflicts excessively with the graphic color design of the green label series, you can choose an eye-catching position to print in the label

2. Environmental protection

implementing green packaging is an international packaging trend. Developed countries have determined that packaging should conform to the principle of "4R + 1D", that is, low consumption, development of new green materials, reuse, recycling and degradability. For example, Takasaki paper company in Japan produces fruit residue paper from apple pomace discarded in the food industry. The method is simple. Remove the seeds in the fruit residue, pound it into pulp, and add an appropriate amount of wood fiber. This fruit residue paper is easy to decompose after use, can be burned or composted, and can also be recycled for papermaking, which is not easy to pollute the environment. The carrot paper developed in Britain takes carrots as the base material, adds appropriate thickeners, plasticizers and water repellents, and makes use of the natural color of carrots to make edible colored vegetable paper with low price and good quality. According to the guidelines, the selection of materials in green food packaging design should follow the following principles:

(1) reduction it is reported that the C919 large aircraft project has directly driven 600 enterprises, thin, easy to separate, high-performance packaging materials

(2) recyclable and renewable packaging materials

(3) degradable packaging materials

the use of natural resources to develop natural ecological energy packaging materials and the selection of paper packaging are also strongly advocated

3. Aesthetic

the bright, healthy and lively packaging style can give people the enjoyment of beauty. A considerable part of the design of green food packaging has long been lack of creativity and rigid. Some products are even directly packaged in inferior snake skin bags and exported to some countries in Europe and Japan, seriously affecting the image of green food. The spiritual slogan of green food is "from a good ecological environment, bring strong vitality". From the perspective of aesthetics, as the last procedure of being sold, the packaging of green food should be in line with the spiritual slogan of green food

4. Practicality

can be discussed from three aspects. The first is the design of protective performance, including moisture-proof, mold proof, moth proof, shock proof, leak proof, shatter proof, extrusion proof, etc. Second, convenient performance design, including convenient store display and sales, convenient for customers to carry and use, etc. The third is to promote the performance design, that is, without the introduction or demonstration of the salesperson, customers can understand the goods only by the "self introduction" of the packaging picture, so as to decide to buy

design elements

1 Text

text is the finishing touch of packaging design. The artistic charm of the font is infinite, and the combination of words and graphics, words and letters can be carried out. For example, the export of green food can be represented by the art of calligraphy with traditional colors, and the products sold in China can be treated by the deformation of modern fonts. In addition, the green label layout design of green food packaging is also a problem that is easy to ignore. From the current market, the green label combination layout on some green food packaging is not standardized and does not meet the relevant specifications in the manual. For example, some packaging will be "China Green 2, the correct use can play the testing advantage of pressure shear testing machine, color food development center permission to use green food logo" font arbitrary changes, etc. At the same time, there are strict regulations on signs and standard words, and reasonable location and size should also be paid attention to in the layout design between the green label and the main body of the package. Generally, the basic words such as green label, green food name, product name, manufacturer and capacity are arranged on the main display surface of the package. Functional description text and data text are mostly arranged on the side or back of the package, and regular printing fonts are required

2. Graphic pattern

graphic patterns in packaging often occupy most of the packaging screen, and even the entire screen, so graphic patterns play a very important role in the packaging screen. As the language of design, graphic design is to express the internal and external components of the image and convey the information to consumers in the form of visual image. The important role of graphic design is that it visualizes the theme of packaging content in the form of art. People can directly feel the commodity content and the resulting demand and desire with the continuous rise of fuel prices or indirectly in the graphic patterns that can be visualized by vision alone. For example, the graphic design in the milk powder packaging can adopt a more concrete, lively and healthy shape to express the health and nutritional effect and give people a sense of vitality; The graphic design of exported green food can adopt the symbols of Chinese traditional cultural characteristics to reflect the characteristics of Chinese traditional cuisine

3. Color

color is an important factor to beautify and highlight products. The use of packaging color is closely related to the conception and composition of the whole picture design. It is based on people's Association and color habits. A high degree of exaggeration and color change is a means of packaging art. In the packaging of green food, different colors represent different functions of green food. For example, green food of aquatic products and beverages should be designed in blue and green with cool and quiet feeling; For grain, oil, livestock and poultry green food, red and yellow with vitality and positive feeling should be used for design. The color design in green food packaging should reflect the content and nature of green food and meet the psychological needs of consumers. Designers should study the habits and hobbies of consumers and the changing trends of international and domestic popular colors, so as to enrich the visual effects of packaging and affect consumers' desire to buy

design procedure

the procedure includes the analysis of product functional requirements, the definition of product specifications, the implementation of design schemes, and the printing of finished products. For the above four stages, the main factors to be considered are technical and economic factors such as market consumption demand, product quality, cost, feasibility of manufacturing technology and so on. Functional requirements analysis and product specification definition are the stages of raising questions and investigation and analysis. The purpose is to understand some characteristics of green food, so as to further do a good job in the future design work. If taking general green food as an example, before design, we should fully understand the attribute characteristics, state, use, raw materials, performance, specification, age, psychology, etc. of green food, To determine whether the green food is packaged in boxes or bottles, and the size, materials, capacity, size of sales packaging, and what color tones are used

the main task of the implementation stage of the design scheme is to conceive and determine the design scheme. The difference between designing green food packaging and ordinary packaging lies in the combination of green labels above the display surface of most packaging bodies. Some packages have been packaged and sold on the market before obtaining the right to use the green food logo. According to the standard use of the manual, the Green Label Series graphics are placed at the top of the screen and maintain a certain proportion with the packaging (label). Without approval, the position shall not be changed at will, and other colors and graphics shall not be superimposed through. This ensures the overall image of the package as a whole. Some packages are designed after obtaining the right to use the green food logo. The design method based on the name of the green food can be adopted. The green food logo is placed in the specified position, and the product name is placed on the main display surface of the package, so that consumers can understand the efficacy of the green food from the name of the green food. Green food products are rich in color, both cold and warm colors can be used. The key is to have a sense of color integrity, and combine it harmoniously and vividly with the green label

the printing finished product stage is very critical. A good packaging design work needs excellent printing quality to make the work get a perfect embodiment. Different printing methods can be adopted for different green food packaging shapes and different packaging materials. The designer should track the material selection and printing process to ensure the final printing effect

in recent years, green food consumption has become a trend and gradually become a symbol of the improvement of modern people's quality of life. As a part of modern art creation, the packaging design of green food is the embodiment of modern culture. Designers should think and study the technical aesthetics and commodity aesthetics to make the products achieve the complete unity of material use value and spiritual aesthetic value. Adopt environmentally friendly

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