The visual rhythm of excellent packaging design

While good packaging design meets its functionality, it is more of a consumer's acceptance of emotional expression. From a design point of view, the rhythm is more important in the field of form

Rhythm, this is the concept of music, as early as the "Book of Rites Music" has the rhythm of the elaboration: "Rhythm, or pretending to make or stop, for the then played, only the festival ...". According to the dictionary's understanding, "doing"--rise, revive, "stop"--to, calm down, "or do or stop", it is time to stop working, and the two "or" characters clearly "doing" There is a periodic alternating pattern between "stops". This most abstract interpretation of rhythm, which has the ability to cover all rhythm and morphological features, is the form of emotional materialization movement. In this sentence, it contains four elements that form rhythm:

Contrast factors (making and stopping)

Law of change (or)

Rhythm function (emotional communication)

Existential style (movement form)

The core of music rhythm is the use of various contrasting effects, such as the length of music, the disconnection of contrast, the contrast of tonality, the contrast of speed, the contrast of strength and weakness, the tone, the contrast of texture, etc., so that they are in the time value of music. Occurrence of regularity causes changes in the color and dynamics of musical tunes, thus forming a sense of rhythm in the music. It is precisely because of the characteristic of expressive emotions in rhythm that the rhythm in art becomes a common problem involving all kinds of art. Therefore, it is very useful to find the law of visual rhythm in the use of packaging styling means.

While good packaging design meets its functionality, it is more of a consumer's acceptance of emotional expression. From a design perspective, the rhythm is more important in the form field. Each packaging design has its own specific form and content. The content of the design reflects the reality. The form is the emotional appearance embodied by the material used in the work. The rhythm is the emotional shape that needs to be used in this material. The way of change can be reflected. The form of packaging design is not an empty shell, nor is it an isolated skeleton of the frame, the inner emotional requirements and the filling of meaning, require the form to load. This relationship between emotion and meaning and form is consistent with Gestalt Psychology's gestalt rule, which is the basis for emotional transmission. Any rhythm needs to be reflected in certain material forms. Different forms have different forms of materialization. At the same time, they also contain different emotions and meanings. It is not only the medium for designers and aesthetic subjects to enter the art world from the objective world, but also the bridge between design works and consumers. The designer's grasp of the rhythm directly determines the weight of the package's form and emotional significance.

First, the packaging structure is the basis for creating a visual rhythm

The packaging structure is determined by the nature, shape, and weight of the product. Applying the principle of space composition to solve the packaging's modeling structure is the basis for creating a visual rhythm, as is the tonality of music. , medium board, Allegro, and urgent board) determine the overall character of the package.
The packaging structure is a process in which a plurality of constituent surfaces move, accumulate, fold, and surround a polyhedron. The facets in the three-dimensional structure play the role of segmentation space in space, and the contrasting factors refined by cutting, rotating, and folding the faces of different parts convey different emotions. The flat surface has a smooth, smooth and concise feeling. The curved surface has a soft, gentle and elastic feeling. The form we studied is itself a state in a static state. When this contrasting factor shows a cyclical change, it conveys a vigorous vitality and gives a sense of beauty.

The sense of movement, volume, and depth of the product form are the basic elements of the visual rhythm. The rhythm of the sense of movement usually depends on the curve and the rotation of the body in the space to obtain contrasting factors; the key to body sensation lies in the use of local reductions, additions, turns, buckling, etc. to form different psychological cues; That is, the use of contrast and harmony, symmetry and balance, rhythm and rhythm abstract shapes to reflect the depth, giving the spiritual beauty.

Second, visual rhythm and graphic performance

The graphic representation is the combination of the image of the product and other auxiliary decorative images and texts. It uses the intrinsic and external constituents of the image to give consumers a psychological hint at a specific rhythm. It covers the relationship between the subject graphic and the non-subject graphic; the relationship between the brand logo and the design form of the font and the font area; the association of the shapes, characters, and colors; the arrangement of the constituent relations, the composition features and the style tendency; Use, local bump treatment and texture texture changes. The graphic representation itself should have basic contrasting factors, and strive to make the rhythm of the character clearly visible, so as to form an integrated packaging image with vitality. The establishment of visual rhythm can not be simplistically handled, and the changes of various contrasting elements must not be allowed to follow each other and are not related to each other, and local and local need to be interdependent.

Third, the visual rhythm and the use of color

The use of color occupies an important position in creating a visual rhythm. Color rhythm has the characteristics of time and movement, can sense the regular recurrence of strength and length and change, through the color of the dispersion, overlap, repetition, conversion, etc., in the color of the movement, the formation of the rhythm of rhythm in the sense of beauty.

1. Repeated rhythm. Through the repeated occurrence of unit patterns of colors such as dots, lines, and faces, the orderly beauty is reflected. Simple rhythms have a short period of time and repetition to achieve a unified feature, giving a sense of rational beauty.

2. Gradual rhythm. The series of changes in color according to a certain orientation rule gradually fades the awareness of "beat" and has a longer period of time, forming a flashing effect of obvious contrast, seeing in silence, and climaxes. Gradual rhythm has a variety of modalities such as hue, lightness, purity, warm and cold, complementary colors, area, and synthesis.

3. Diversity of rhythms. It is composed of a variety of simple and repetitive rhythms. Their turbulence, strength and weakness in the movement, as well as the undulations are also constrained by certain laws. They can also be called more complex rhythmic rhythms. It is characterized by a strong sense of color movement, a very rich level, and ups and downs.
The rhythm of color has a close relationship with the structure and graphics of the packaging, with a high degree of generalization of color filtering and refinement. It is based on the association of people and the habit of color. It is striking, contrasting, and has strong attraction and competition. The rhythm of force to arouse consumers' desire to buy and promote sales. The different characteristics and attributes of different products form different visual rhythms and convey different emotions such as cold and warm, light and heavy, soft and hard, thick and thin, distance, and gorgeous and simple. For example, foods are rich in color, medical colors are simple, cosmetics are soft and neutral, children's toys are colorful, contrasting, and so on. They all express various meanings and artistic conceptions through the emotional role of color rhythm and the connection function. Color reflects the attributes of the product better, adapts to the consumer's psychology, and adapts to the preferences and habits of different regions, thereby expanding the influence of the product.

Fourth, visual rhythm and material use

The material element is the texture and texture of the surface of the material used in the product packaging, and often affects the overall performance of the product packaging rhythm. Like the tone and texture of music, the emotions conveyed by choosing different instruments are completely different. The best effect of the visual rhythm can be achieved by using the surface variations of different materials or the comparison of the surface shapes. Regardless of paper materials, plastic materials, glass materials, metal materials, ceramic materials, bamboo materials, and other composite materials, they all have different texture and texture effects. Using different materials and combining them in different spatial relationships can convey different emotions to consumers. Material elements are an important link in the formation of visual rhythms. At the same time, it also affects the overall function and economic cost of packaging, production and processing methods, and recycling of packaging waste.

In summary, the sense of rhythm in music is mainly expressed through the sound of musical instruments. The strength of the beats forms a regular pattern of changes. Although the rhythm of the rhythm has certain characteristics of rhythm, the sense of rhythm is mainly reflected by the change of melody. The visual rhythm of the packaging, after all, is different from the rhythm of music, whether it is a performance element or a creative method, both of which are completely different. Music does not require any physical support, and packaging is an objective entity that exists in space, making the visual rhythm with strong physical support. Although music's ideas for studying the visual rhythm of packaging design are inspiring, the ways and means to change the rhythm of music performance cannot be applied. We must seek the law of visual rhythm according to the characteristics of packaging modeling methods.

Author/Yang Chao Source: China Packaging News