Textual expression of packaging design

① Brand text. It is a part of the corporate image. Most of the brand characters are composed of multiple characters. The unity of the styling techniques of the characters is an important condition for forming a complete brand character image. The brand text is usually already integrated, and it needs to be used reasonably and highlighted in the packaging design.

②Product name. The product name is the most important information in the package, which needs to be the first time for consumers to pay attention. The text design of the product name should first conform to the product characteristics and coordinate with the brand name.

③Advertising text. Advertising text is a strengthening of the packaging promotion function. It does not appear on all packaging. Generally, the brand's own advertising slogan is selected; some are generalized refining of the characteristics of the product. The performance of advertising text is generally more eye-catching, often using a color that contrasts with the background color.

④Descriptive text. The description text is the required information in the package to introduce the details of the consumer product, but it is usually not noticed until the consumer becomes interested in the product, so it is usually placed on the back or side.

In the whole packaging design, the description text is often ignored, but it is an important channel for consumers to understand the product deeply. Therefore, the choice of the description text font and font size is suitable for consumers to find and read, and at the same time, it should be consistent with the overall packaging. design style.

⑤ Other characters. Mainly some supplementary information of the product, such as: net content is usually placed on the back or side of the package, but as part of the sales strategy, it will also be placed on the main display, so that consumers can compare the capacity of the product.

Packaging text application principles

①It has good readability. As an important medium for communication between commodities and consumers, information dissemination is a major function of text design, and it is also the most basic function. In packaging, the most direct and clear source for consumers to obtain product information is the text, so the text in the packaging should have good recognition and readability, which is also the basic principle and first purpose of packaging text design.

②Accurately reflect the product attributes. The text design should obey the requirements of the theme and be consistent with its content. Any brand has its own connotation. How to accurately convey the personality characteristics of the product, the image personality of the brand, and the cultural characteristics of the enterprise to consumers and increase the corporate image force is the purpose of the text design, otherwise it will lose its function. Therefore, the design of fonts should start from the characteristics of the brand and the attributes of the product itself, so as to achieve the unity of form and content.

③The shape is unified and the layers are distinct. Whether it is brand text, product name, promotional text or explanatory text, the design and selection of font shapes must obey the requirements of the overall style of the packaging, and then have their own characteristics based on their own use characteristics. When designing and applying, it is necessary to make a unified form and shape specification for fonts. Various characters in a packaging work should form an overall style, and the use of fonts should not be too many, usually no more than three.

④ Moderate visual aesthetics. In the visual design elements of packaging, words are not only used to convey information, but also to convey and communicate emotions, giving people a visual aesthetic. In the text design of packaging, beauty is not only reflected in the parts, but the grasp of the whole design, which is reflected in the relationship between text and packaging modeling, the relationship between text and graphics, the organization of the flow of sight lines, and the reasonable display of commodity information.