The design and application of food packaging are as follows.
Release time:
2021-03-28 16:12
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From the dazzling array of food displays in supermarkets, one can find a commonality: most food companies' products are conventionally presented in a series, with similar differentiation methods used for different flavors of similar products. Taking soft drinks as an example, orange juice is invariably represented by orange, blueberry juice by blue, strawberry juice by pink, and apple juice by light green. This is true for soft drinks, and it is the same for snack foods, such as "pie" snacks.
Now let's make a hypothesis: if one is orange juice, one is mandarin juice, one is grapefruit juice, and one is mango juice. Can they be distinguished solely by color? I think it can't be that simple! At this point, it is necessary to use "synesthesia" to further express "taste".
Through the reasonable use of color and the relationships between colors, it is easy to express the "mouthfeel" of food, just as most educated students use color to express the composition exercises of sour, sweet, bitter, and spicy. On this basis, continue to use the technique of "synesthesia" to express taste as much as possible. To express taste, it is not only through the use of color but also more through the form, material, and specially designed graphics of the packaging container.
The biggest difference between food packaging and daily consumer goods packaging is that: while food expresses product attributes, it must fully convey its appetite and perceptual associations. If it only stays at the design expression of "what" and does not further deepen to express "how," then this product on the shelf, if it lacks advertising support, the sales can be imagined.
When designing food packaging, the first consideration in graphic design should focus on two levels of expression: "taste" and "mouthfeel." Only after achieving these two points can one further improve from aspects such as packaging structure, material use, and industry standards. Here, "taste" refers to the chewing sensation, such as soft, sticky, hard, crispy, smooth, etc., which all belong to the category of taste; while sweet, sour, salty, and spicy perceptual flavors belong to the range of mouthfeel. Most packaging graphic designs only pay attention to mouthfeel, often neglecting the expression of taste. As a result, they fail to fully present the characteristics of the product, which can be said to be a deficiency.
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