Packaging Design Teaching and Creative Guidance

Abstract : This paper discusses packaging design teaching and creativity guidance, develops students' innovative ability, imagination ability, memory ability and observation ability, and enables students to fully understand the application of the main factors of visual communication in packaging design. Cultivate innovative talents.

Keywords: creativity guidance; innovation; problem

The core problem of the 21st century university education talent concept and quality concept is to train and create highly qualified professionals with innovative spirit and practical ability. Talents trained in the art design of colleges and universities should also have the characteristics of solid foundation, broad knowledge, strong ability, and high quality. These abilities include the ability to acquire knowledge, the ability to use knowledge, and the ability to innovate, among which the cultivation of innovation ability is The long-standing weak links in China's colleges and universities.

Since the 80s, China's packaging design education has made great progress. The department of art has spread all over the country, and most of them have set up packaging design courses. However, in terms of packaging design professional education, most of them adopt inherited and traditional teaching methods to meet the requirements of imparting knowledge and training skills. Over the years, packaging design teaching has been entrenched in the teaching-centered teaching model. Monotonous, repetitive, closed, aesthetic ideals of design topics and decorating design, has always become the main content of teaching and legal models, in the completion of packaging design is limited to the surface of the product decoration, did not open the mind, imagination, creativity The guidance is placed on the cultivation of the key points. The resulting students’ use of knowledge requires a long period of time before they can be used. The lack of the ability to open up the product packaging market has seriously affected the talent training program. The cultivation of imagination and creativity is the key to the success or failure of future designers. We must truly raise the creativity of students to a certain height. We must push packaging design education to a new upsurge in accordance with the new requirements of the times. Therefore, focusing on the creative guidance of packaging design teaching, its fundamental goal is to highlight the cultivation and development of thinking skills on the basis of imparting knowledge and training skills, to be good at thinking, discussing and developing various possibilities of problems, and to show how to discover the thinking process. Problems that arise and correct them in time to promote the improvement of the overall level of creativity: First, creatively guide students, give them free and relaxed thinking space, develop innovative spirit, and fully prepare for the pre-package design stage (for packaging design Market research and research), raise questions, analyze problems, use creativity to guide and train students' observation, memory, and imagination; second, creative guidance for student creativity and sketch ideas, and visual communication of various factors in packaging design Creativity is more perfect and fuller.

First, the creative guidance of the basic stage of packaging investigation

Packaging design is a commercial design. Its works must be approved by customers before it can be contacted by a wide range of people. It is only possible to examine whether the designed brand can be accepted into the market. Successful packaging design should be a design that has been approved by the market and can create economic benefits. Any design is not recognized by the market, no matter how it is respected by designers, but only a single artwork. Packaging design should not merely represent the designer's personal will, but the designer's ability to enter the market and fully understand the market's needs and the will of the consumer. Therefore, creativity to guide students to do a good job of market research is also a prerequisite for comprehending life and developing creativity. In the course of guiding students' investigations, they have a targeted understanding of the brand and the attributes of the market operation, providing novel and appropriate ideas for future designs. And look for practical and creative design issues.

1. Problems and innovations. In the packaging survey, students are guided to analyze similar products, find problems, and understand that many seemingly accidental discoveries actually imply a certain necessity, and learn to systematically elaborate problems, such as: What is the starting point of manufacturers for product packaging? What are the characteristics of consumers' appreciation? How do you use the properties and limitations of materials, production and printing process conditions? How to consider the economic cost of packaging, environmental protection and many other issues. Because innovation begins with "problems," as Einstein emphasized: "Discovering problems and formulating problems may be more important than getting answers. Answers may be just math or experimental skills. Asking new questions, new possibilities, Thinking about old issues from a new perspective requires creative imagination and marks the real progress of a number of sciences.” In fact, true innovations and true scientific discoveries often come from asking unique and scientific issues. Therefore, the students are required to regularly arrange the problems raised by investigating a certain product packaging, try their own opinions and different ideas on the issues, insert relevant pictures and data at the same time, and organize them into a persuasive investigation report. Through the discovery of the problems, new concepts are brewed, and more creative ideas emerge. In observing the market, we must also pay attention to inspiring students to the existing branded and authoritative, popular brand packaging, not simply accept and believe, but hold a critical and skeptical attitude, challenge and then seek differences, in order to break new ground and break the tradition Concept, bold innovation.

2. Observation. In creative design, observation is very necessary. The so-called observation refers to a purposeful, planned, organized, and lasting perception. It is connected with positive thinking. It is an active form of perception of reality and it is a highly developed consciousness. Cultivating students’ observational power is an important factor in creative consciousness. Creativity guides students to conduct comprehensive and meticulous analysis of survey objectives, mainly to improve students’ direct perceptive ability and enhance their observation ability. Before creating designs, they observe that others do not pay attention. Various issues that are easily overlooked. Therefore, pay attention to develop students with a keen sense to observe the surrounding environment, thinking about everything in a changing life, be good at discovering what aspects of product packaging around us are still not able to achieve the desired kind of improvement, and train students with designers Unique and keen observation ability.

3. Memory capacity. In the packaging design process, successful brands and product packaging experience accepted by the market should be used as the basis for creating designs. At this time, memory plays a major role in the design creation process. Because only knowledgeable, knowledgeable and more successful cases can be determined based on the design activities of other people's research, and the results of others are taken as the starting point of their own design and creation. With the rapid development of science and technology, visual design must be at the forefront of society. With good memory, we can absorb all kinds of knowledge in a timely and rapid manner to ensure the success of our creative design.

4. Imagination ability. The famous British scientist Beferidge thinks: The importance of imagination is not only to guide us to discover new facts, but also to inspire us to make new efforts, because it allows us to see the possible consequences, facts and assumptions are themselves dead. The things that are imagined give them life. Imagination is very important. It not only guides us to discover new facts, but also imagines to inspire students to perform hard work in packaging design creation activities because it allows students to see the potential for success and to carry out design creation. Therefore, creatively develop students' imagination ability in packaging design teaching:

(1) To accumulate rich knowledge and experience; (2) To develop curiosity and stimulate imagination; (3) To maintain a positive state of mind and create an environment and atmosphere conducive to imagination; (4) To cultivate the ability to capture inspiration.

Second, creativity and sketch idea creativity guide

After a thorough understanding of the market, topics, and packaging design of similar products, the next step is to design the entire package. Creativity guides students to define different styles, features, forms, and colors according to different audience preferences, seeks for breakthroughs in the tradition, creates new visual sensations in accordance with the requirements of the times, and thus resonates to better stimulate consumers Purchase desire. This kind of creativity is often expressed in visual performance, unique shapes, special packaging materials, etc., and it is drawn out through sketches to make people feel more intuitive. In drawing the sketches, the teacher pointed out the highlights of the creativity and asked for in-depth characterization. Many of the details were well thought out. The creative concept of sketches was gradually perfected. Teachers could better understand their creative intentions and could give some substantive suggestions. Students can use creativity in their sketches, re-conceive ideas, modify them, and make them perfect. They can reduce changes in computer production, increase efficiency, put more energy into the production effects, and combine creativity and production. There is a very satisfactory result. However, in designing creative ideas, the key is to creatively guide students to master the main factors that make up the packaging design.

1. color. Good colors can produce strong visual identity and impact, and it is one of the important factors that affect the competitiveness of products. A good package must be of good visual quality to capture the consumer's attention. Therefore, to creatively guide students in the flexible application of color characteristics (hue, purity, brightness, etc.) to shape the visual transmission of goods packaging and change people's emotions, become the focus of the design. Students can learn from market surveys and learn from others. For example, market leaders, analyze their packaging colors, and have their own advantages. Learning from this success can be a great lesson for students. A good learning process.

2. Text. After thousands of years of historical evolution, Chinese characters have their own image of beauty besides conveying information. A good package is often characterized by its text layout and changes, and the flexible use of fonts, which constitutes an excellent design. The brand image, performance, and characteristics of a product must also rely on text to express and highlight it. Therefore, consumers often have to It is through the use of words to understand products. Therefore, the proper use of text in packaging design is one of the most important factors affecting the sale of goods. At this time, we can't rely on the fonts in the computer to guide the students. First, the teacher is creative, instructs the students to be familiar with the characteristics of various fonts, and creates new-style fonts based on the attributes of the products, so that the font and the entire packaging style are integrated. Thematic fonts can also enhance creativity, use it to drive the entire packaging style, design a personalized packaging.

3. pattern. The use of designs on packaging design is to promote the sales of goods. Many of the packaging of goods, if only through the use of words and colors, make it difficult for consumers to have an intuitive understanding of the goods, resulting in a lack of consumer confidence in the goods. The sale of goods is greatly reduced. On the contrary, by adding realistic or abstract patterns to the packaging, the advantages of the goods can be explained in a concrete and real way, and the colors can be fully utilized. Therefore, in the creative guidance, students are helped to: (1) Representations of figurative patterns (photography or illustrations) that are used to represent the realism of the product; (2) The representation of abstract patterns is generally used to express cool and rational products. a feeling of. Of course, it must be emphasized that according to the topic of your choice, you should choose what kind of pattern to express accurately.

The above factors can be flexibly used in packaging design in order to perfect and improve its creative performance. Therefore, in the teaching of packaging design, we insist on creative guidance, open up knowledge and information, discuss and think with students, and adapt to the requirements of the market economy on the overall quality of talent; in the creative design, the combination of art and technology to cultivate a time Innovative talents with good design thinking and technical qualities are needed for development.