1、包裝的色彩：

1. The color of packaging:

80％以上的信息來(lái)自視覺(jué)，如果設(shè)計(jì)人員對(duì)包裝色彩的把握與運(yùn)用能夠直接反映內(nèi)在物品的某種特性，這種商品就很可能成為購(gòu)買(mǎi)者的商品。

More than 80% of the information comes from vision. If the designer's grasp and application of packaging color can directly reflect some characteristics of the inherent goods, this kind of goods will probably become the preferred commodity for buyers.

根據(jù)商品固有的色彩或商品的屬性，采用形象化的色彩是設(shè)計(jì)用色的一種重要手段。如蛋糕點(diǎn)心等食品包裝多用黃色，茶、咖啡、威士忌、啤酒等飲料多用茶色，化妝品中的檸檬香波包裝設(shè)計(jì)成檸檬黃。這些利用商品本身的色彩在包裝用色上的再現(xiàn)，是能給人以物類(lèi)同源的聯(lián)想，從而對(duì)內(nèi)在物品有了一個(gè)基本概念的印象。

According to the inherent color of commodities or the attributes of commodities, the use of visual color is an important means of color design. Food packaging such as cakes and snacks is mostly yellow, tea, coffee, whiskey, beer and other beverages are mostly brown, and Lemon Shampoo packaging in cosmetics is designed to be lemon yellow. These reproduce the color of packaging by using the color of commodity itself, which can give people the most homologous associations of things, thus giving the impression of a basic concept of the inner goods.

當(dāng)然，也有反其道而行之的現(xiàn)象，一些設(shè)計(jì)高手大膽運(yùn)用色彩對(duì)比，達(dá)到更佳更奇的效果，但是如果分寸掌握不好，就會(huì)適得其反。

Of course, there is also the opposite phenomenon, some design experts boldly use color contrast to achieve better and more surprising results, but if the scale is not mastered well, it will be counterproductive.

2、包裝的圖案：

2. Packaging pattern:

圖案的組合要從三個(gè)方面考慮：一是組織的方式；二是表達(dá)的主題；三是展示的風(fēng)格。在組織方式上，使用較多的有幾何性構(gòu)圖、抽象化構(gòu)圖，以及具象化或?qū)嵨锘瘶?gòu)圖。目前，使用幾何性或抽象化構(gòu)圖者，多為化妝品或日常生活用品。而具象化或?qū)嵨锘慕Y(jié)構(gòu)，則在食品包裝中為流行。有些干脆把包裝開(kāi)一個(gè)窗口，或采用透明塑料袋，直接讓人看到內(nèi)在的物品。在表達(dá)主題上，雖然表現(xiàn)的方式不同，但目的都非常明了。在組合形式上，有的以突出文字為主，有的突出實(shí)物為主，也有的二者兼顧的。不管采取哪種形式，都必須要與內(nèi)在物品相聯(lián)系，才能顯示主題的鮮明性。在主題表達(dá)上，還應(yīng)注意削繁就簡(jiǎn)，不管是文字還是圖案，力求做到圖案單一、主題突出、簡(jiǎn)捷明快。

The combination of patterns should be considered from three aspects: first, the way of organization; second, the theme of expression; third, the style of display. In terms of organization, geometric composition, Abstract composition, and figurative or physical composition are commonly used. At present, most of the people who use geometric or abstract composition are cosmetics or daily necessities. The concrete or physical structure is the most popular in food packaging. Some simply open a window to the packaging, or use transparent plastic bags to show people the inner goods directly. On the subject of expression, although the way of expression is different, the purpose is very clear. In the form of combination, some give prominence to characters, some give prominence to objects, and some give consideration to both. No matter what form it takes, it must be connected with the internal objects in order to show the distinctness of the theme. In terms of theme expression, we should also pay attention to simplifying and simplifying, whether it is text or pattern, and strive to achieve a single pattern, prominent theme, concise and clear.

3、包裝的內(nèi)涵：

3. The connotation of packaging:

主要表現(xiàn)在包裝的感染力、畫(huà)面的趣味性、以及產(chǎn)品形象與企業(yè)文化的有機(jī)組合三個(gè)方面。另外，包裝的精美化也是好的包裝不可或缺的重要因素，主要包括：一是色彩的精美，二是圖案設(shè)計(jì)的精美，三是包裝制作的精美，三者缺一不可。

Mainly manifested in the packaging appeal, the interesting picture, and the organic combination of product image and corporate culture. In addition, the beautification of packaging is also an indispensable important factor for good packaging, mainly including: first, the beauty of color, second, the exquisite design, third, the exquisite packaging production, three indispensable.