扁平化包装设计的视觉语言表达

The Visual Language of Flat Packaging Design

当今市场上包装设计可谓风格迥异,如某些包装所选图形复杂、色彩绚烂,却使消费者难于识别产品的属性和特征。原因在于同类产品的包装设计元素在应用上几乎趋于一致,导致所属品牌很难在消费者心中留下深刻印象。随着网络科技的发展及人们对高端物质生活的追求,作为众多同类商品架上的产品,包装必须能吸引消费者的眼球,最大程度地体现自身的个性。扁平化的包装设计能带来独特的视觉享受和良好的体验,是一种功能高于形式的设计理念,包装整体通过图形简明化、信息秩序化和颜色纯粹化的方法实现扁平化设计风格。

Today,the styles of packaging design may be very different in market,for example,some packaging selects complex and colorful graphics,but it is difficult for consumers to identify the attributes and characteristics of the product.The reason is that the packaging design elements of similar products tend to be almost the same in application,which makes it difficult for the brand to leave a deep impression on consumers.With the development of network technology and people’s pursuit of high-end material life,as the products on the shelves of many similar products,packaging must be able to attract the attention of consumers to reflect their own personality to the greatest extent.Flat packaging design can bring unique visual enjoyment and good experience,which is design concept with function over form.The whole packaging design style is realized by means of concise graphics,information order and pure color.