Digital Text Art in Packaging Design (II)

The choice of numbers

It is also the designer’s responsibility to choose what kind of number to use as the name of the product or the text on the package. Although digital text has many visual advantages, it also has many taboos. We must pay attention to those names that people reject when they are "3" or some combination with them. In addition, we must consider some customs and habits of the relevant nationalities or countries, such as the Shanghai F1 Grand Prix not long ago, with a total of 20 teams, but we saw the number 21 on the spot, which is the taboo number 13 in the Western countries, removed On the 13th, the number 2 was only delayed when the number 2l appeared.

(2) Design style of digital text

Based on the sorting and analysis of the relevant digital texts listed in the diagram, the digital text style on the packaging is the same as the Chinese and English design styles. The expression modes are various, linear body, calligraphy body, handwriting, and The image of the word. There are virtual and real questions and so on. The digital subject text on the packaging is mostly for the purpose of decorating and emphasizing the visual effect of the picture. Therefore, the performance of digital design is often comprehensive, that is, the effective and reasonable fusion of various design effects. In the following, we will combine several design forms in both Chinese and English to understand several major design styles of digital text.

Number based on background changes

After adding the corresponding background decoration to the text, the shape structure of the text itself does not make much design. Through the change of the shape and color of the background, the connotation of the word and the effect of the text are supplemented. This is commonly used in our general text design, such as Nestle, Kodak, Samsung, Bright, Olympus, etc. This kind of design expression method has also been interpreted and reproduced in the design of digital texts. Master 3+2, 21, Jin Weihe and others belong to this type.

Changes in the design of this type of text focus on the style of its background. From the perspective of the background color, there are solid color blocks (more uniform oranges), gradient colors (Yibao), multi-color blocks (tide), three-dimensional color (recoverable), and direct use of images. Judging from the background of the background, there are regular (sumsung), irregular (Midinda), graphic (Pepsi), some graphics are decorative (Erie), and others are explanatory ( Shu Fujia) and so on. There is also a combination of these forms interspersed with each other, which can create a lot of visual effects.

Calligraphy figures

Calligraphy is an ancient art and has a long history in our country. The shape of calligraphy is flexible and easy. The power of the text expressed by the calligraphy effect is strong, the ink spills, and the lines are bold. Its rich traditional flavor makes the text full of affinity and appeal. For example, the forms of Chinese calligraphy, such as China Telecom, the Bank of China, and the Olympics logo all apply to the form of calligraphy. The Beijing 2008 Olympic Games emblem, 2008, and 100 figures in the unified 100 also appeared with the effect of calligraphy. In the logo of the Fifth China Golf Tournament (Figure 2), the elegant calligraphy effect combines the number “5” with the grass, the ball, and the flag. It has a rhyme, is naturally fresh, and gives an elegant appearance. Pleasant visual enjoyment.

Three-dimensional digital effect

Yake v9, planing V12 and so on belong to this type. Using the shadow or perspective principle, create a three-dimensional text effect, such as DELL, Ford, Midea, Kelon, Coca-Cola and so on, with the help of the text itself.

The structure of this type of text generally has a large change, such as the distortion of the letter E in DELL. The style of the three-dimensional effect can also be varied. For example, there is a three-dimensional effect created by adding shadows (National Cellar 1573), an embossed three-dimensional effect (Oreo), and a three-dimensional effect (constellation) with convex and concave shapes. The sense of three-dimensional effect (seven-up) and so on. There are also readers, Kang Shifu ice tea, etc. are used in this change.

3. summary

The numbers seem simple, but in fact they are not simple at all. We have to deal with different numbers every day. What the figures can represent is beyond its own meaning and connotation. The number is not just numbers, it means a deeper level. Content and spirit. When digital comes into the design, people begin to understand and reproduce this simple language from a newer perspective, giving it more room for development.

Author / Li Bofei South China University of Technology Source: China Packaging, 2005 (3)