包装设计中的“连贯性”

• 作 者: 丁祖爱
• 出 处: 包装世界
• 发表日期: 1995年01期
• 关键词: 包装设计 任意选择 结构成分 设计过程 令人 生活情调 不连贯 花鸟鱼虫 使人 冠之

商品的包装设计,其设计风格与方式是可任意选择,但“连贯性”却是必须遵循的准则。包装设计从内容上可分为客观部分与主观部分。客观的部分是直接传递被设计商品的相关信息。这些部分包括产品名称、结构成分、生产厂家等等。这些客观部分由于商品的形成即告确定,其准确性不容“创造”。这直接地表达了商品的“我”。与此对应的主观性设计则从“我是”这个角度传递与商品相关联的信息。其中如商标、图案、色彩、幅面布置等等。

Product packaging design, its design style and manner is optional, but “coherence” is a must follow the guidelines. Packaging design from the content can be divided into an objective part and the subjective part. The objective part is to convey the information about the product being designed directly. These sections include the product name, structure, manufacturer and so on. These objective parts are determined because of the formation of the goods, and their accuracy can not be “created.” This directly expresses the “I” of the product. The corresponding subjective design is from the “I am” point of view related to the delivery of goods and information. Among them, such as trademarks, patterns, color, layout and so on.