Talking about the Text Art of Packaging Design

Packaging is an important part of the constituent commodities. It is a means to realize the value of commodities and use value. It is a bridge between commodities and consumers and is closely related to people's lives.

Text is one of the important elements of packaging and decorating. The decorating screen can be without graphics, but it cannot be without text. Packaging text is a visual language that conveys product information and expresses the content. The eye-catching and vivid text is an important means to capture the customer's vision, often playing the role of finishing touch.

Packaging text classification

The text in the commodity packaging can be divided into two parts. One part is the decoration text of the outer surface of the commodity packaging for promotional publicity, and the other part is the description of the product packaging that helps the consumer to correctly and safely use the product. Quantity, specifications, ingredients, logo certification, and instructions for use, etc.

Promotion of packaging text

Good packaging text can attract attention, explain advantages, cause desires, and finally act. Therefore, as a packaging designer must strive to make the text concise, easy to understand, give consumers a compelling, unforgettable first impression. Different commodities have their own certain consumer groups. Reasonable text design should capture the psychology of the consumers and form a special commodity culture. For example, "Crystal Love" Jelly captures the majority of consumer objects, young people and young people's desire for pure love - such as crystal-clear and pure, thus seizing a large share of the jelly market. Another example is that in the mid-1980s, the United Kingdom and the United States launched a campaign against drug abuse and wrote the slogan “Children say no to drugs!” on the packaging. At that time, it also played a good role in propaganda.

Packaging Text and World Culture Due to ethnic differences and different religious beliefs, the packaging text must take into account the historical culture and culture of the country or region where the king is sold, the use of counterpart language, and the specific requirements and regulations for the written description of the exported goods on the international market. Text descriptions should be adapted to foreign requirements and do not just pay attention to domestic demand.

For example, if the "Salted bean curd" is translated into "salted bean curd," Shaoxing's drunken fermented bean curd does not highlight the characteristics of the "drunk drunken" word, but instead touches on the taboo of using less salt in foreign countries, which makes customers frightened. With the changes of the times, many numbers have extremely rich connotations and extensions. For example, many countries in Europe and the United States have tabooed the figure of `13`. In the 5th century AD, the British were freed from the beginning of Roman rule. This number was generally not available in places where orders for the prohibition of the use of Roman numerals were adopted and places where the number of letters were required to be issued. In most countries in Africa, Nigeria, Botswana and the like, odd numbers are negative and even numbers are positive. In Asia and Japan, due to the influence of the number of observances in ancient China as an auspicious number, preference is given to odd numbers, and Japanese athletes also prefer to use odd numbers. Because the pronunciation of `4` and `dead' in Chinese is similar, in some countries in the East, especially South Korea and Japan, many people regard 4 as a sign of misfortune, which is no less than the taboo of Westerners. The Japanese are strict in avoiding the numbers 4, 6, 9, and 42 in their daily friendly gifts. Because there is a word in the Japanese language related to the pronunciation of the word "work hardship that", meaning "useless people", "secondary", "rogue" and so on. 9 In Japanese, there is a pronunciation that is "bitter". They often associate 9 with bitterness. 42 In Japanese, the sound of "Hini" can be pronounced in the same way as the combined words of Japanese verbs. The use of species also has specific provisions, such as the official announcement by the Greek government that for products exported to Greece, the name of the company must be written in Greek on the packaging.

Stringency of packaging instructions

When the content on the outer package of the product is not sufficient to describe the product, the instructions in the package container will be further elaborated. Broadly speaking, from the user's point of view, general merchandise should have instructions. Now the manual has become an integral part of the package, participate in the formation of goods, and jointly realize its use value.

The instructions on the packaging of goods are intended to guide consumers to use the goods correctly and safely. It includes the name of the product, the English name, and the use method. In addition to complying with the specific regulations of the country on the manual, the description of the content is naturally better. . Recently, the United Kingdom has selected the “Top Ten Funny Product Instructions for Use”, and its absurd wording can hardly help. The list of product specifications is as follows:

1. The hypnotics produced by a pharmaceutical company, indicating on the vial that "the use of this drug will cause sleepiness"

2. The packaging of a snack, printed on the bottom of the box "Do not invert the box";

3. The American Airlines used the peanuts on the flight. The packaging bag read "please open the bag for food";

4. Sardines can be seen on such a section of text: The raw material of this product is selected from the fine sardines produced in the Orkney Bay tidal fishery. The meat is tender and the juice is more delicious... Precautions: Inside the fish.

5. Instructions for use of a hair dryer remind consumers: Please do not use while sleeping;

6. A pudding bread bag says: It will become hot when heated;

7. A food recommendation for frozen foods: please eat after thawing;

8. Instructions for the use of a piece of soap: The same as the use of ordinary soap;

9. Several brands of Christmas lights indicate that they can only be used indoors or outdoors;

10. The "Superman" garment factory states on the clothing label that wearing it will not make you fly.
(to be continued)