What is beauty? Different people have different views. The visual aesthetics in packaging design also have different aesthetic orientations. This requires designers to pay attention to the beauty of consumer consensus and the beauty that can be interpreted in the process of packaging design. While buying products, you can also enjoy and consume the beauty of vision, so as to achieve spiritual pleasure.
The beauty of simplicity
Minimalist design is a concept in many designs. Simplicity emphasizes the essence of condensation. This design taste is reflected in the grasp of details. Every small part and decoration needs to be thoughtful, and it is more careful in production.
Simplicity is a popular fashion that people are pursuing and is a product of the times. In the packaging design, simple and bright colors and simple and powerful composition forms are a weapon for gaining consumer attention. Simple graphics, colors and text not only give people a concise and crisp visual experience, but also can transmit and express the required information more accurately.
The beauty of graphics
The graphics of packaging design mainly refer to the image of the product and other auxiliary decorative images. As the language of design, graphics is to express the internal and external components of the image and convey the information to consumers in the form of visual image. Graphic design is divided into two representation methods: figurative and abstract.
Patterns of figurative figures, landscapes, animals or plants can be used as the symbolic graphics of packaging to express the contents and attributes of the packaging; abstract techniques are mostly used for freehand brushwork, using abstract geometric patterns, color blocks of dots, lines and surfaces Or the texture effect constitutes the picture, which is concise, eye-catching, and has a sense of form, subjectively expresses the symbolic significance of the material characteristics, corporate culture, and product personality covered in the product, and is also the main expression of packaging design.
Generally, figurative form and abstract expression are not isolated in packaging design, but the dialectical unity of the content and form combined with each other. It is a universal law in graphic design. In the design process, according to the needs of graphic content, choose Corresponding graphic expression techniques enable the graphic design to achieve unity of form and content. Applicability, economy, and beauty are the basic requirements for packaging design.
The beauty of color
Color design occupies an important position in packaging design, color is an important factor to beautify and highlight products. The use of color in packaging design is closely related to the concept and composition of the entire screen design. In the fiercely competitive commodity market, in order to make the product have a visual characteristic that is clearly different from other products and more attractive to consumers, the colors in the packaging design must be eye-catching, with strong contrast, strong appeal and competitiveness , In order to stimulate consumers' desire to buy and promote the realization of sales.
例如：食品类用鲜明丰富的色调，以暖色为主，突出食品的新鲜、营养和味觉；医药类用单纯的冷暖色调；化妆品类常用柔和的中间色调；小五金、机械工具 类常用蓝、黑及其它沉着的色块，以表示坚实、精密和耐用的特点； 儿童玩具类常用鲜艳夺目的纯色和冷暖对比强烈的各种色块，以符合儿童的心理和爱好；体育用品类多采用鲜明响亮色块，以增加活跃、运动的感觉。
商品包装上的牌号、品名、说明文字、广告文字以及生产厂家、公司或经销单位等,反映了包装的本质内容。 设计包装时必 须把这些文字作为包装整体设计的一部分来统筹考虑，包装设计中的文字设计的要点有： 文字内容简明、真实生动、易读、易记；字体设计应反映商品的特点、性质、有独特性，并具备良好的识别性和审美功能；文字的编排与包装的整体设计风格应和谐。
造型是包装设计中较重要的设计因素，也是产品与文化的关 联，好的包装造型设计是企业创造利润的重要手段之一。 包装设 计除具有以上的视觉审美之外，消费者在包装的结构造型上也享受视觉审美与拆卸包装过程中的体验之美。
在包装的外形上，传统的包装方式和观念也受到了挑战和冲 击。 例如：白酒包装，单从外观造型看，就有或全包、或透明、或半 遮半掩、或繁复、或简约、或粗放、或狭长、或层层叠叠、或参差无序，充满了强烈的个性化和多元化。
In packaging design, visual aesthetic needs are the key to arouse consumers' desire to buy, fully mobilize various visual aesthetic elements, serve for the expression of product information, and strive to achieve new and innovative visual effects to meet the psychological needs of consumers to pursue new differences .