产品包装设计视觉语言的易识别性

基于心理学的视觉认知理论,从字体、色彩、图形、造型等视觉要素出发,研究了产品包装设计视觉语言的易识别性.在产品的包装设计中,可通过字体来区别产品的差异化,帮助消费者作出购买决策.消费者与货架的距离对视野宽度存在影响,且字体高度与识别距离成正比例关系.字体色彩与背景色彩的不同组合,会导致不同的辨认度,同时能带给消费者不同的心理感受.图形设计受到产品包装结构的限制,在设计时须将其与包装结构有效结合,并尽量选用人类能共同感知的事物,以提高图形设计的易识别性.造型设计不仅要表现出包装物理性的功能因素,同时也要表现出艺术性的视觉因素.

Distinctive Identification of Visual Language in Product Packaging Design

Based on the theory of visual cognition in psychology and starting with visual factors such as fonts, color, image and style modeling, distinctive identification of visual language in the packaging design of products is studied and analyzed. In the packaging design of products, product differentiation can be realized through fonts to influence customers in their buying decisions. The distance from customers to goods shelf affects the width of vision and font height is in proportion to the identification distance. The different combination of font colors and background colors can lead to different degrees of identification, and meanwhile can result in different feelings in customers. The graphic design is subject to packaging structure and must be effectively combined with it in order to promote easy identification by choosing objects capable of arousing common and shared human feelings. The style design should show not only the functional effect in its physical property but also the visual effect in its artistry.