See Packaging Design Through Commercial Art (I)

As the name suggests, modern commercial art is an art for modern business services. The business here includes all services and tourism industries. The industrial revolution and increasingly fierce commercial competition worldwide have provided excellent opportunities for the development of commercial art. From the current perspective, commercial art mainly includes logo design, packaging design, advertisement design, interior and exterior environment design, and corporate image design. Since these designs are delivered to consumers through visual images, these designs are called “visual design abbreviation” (VD) in foreign countries. They are based on text, pictures, and colors as the basic elements of artistic creation. Communicating companies-commodities-consumers bridges influence people's emotions and concepts with their unique artistic charm in the spiritual and cultural fields.

First, logo design

The sign is a symbolic visual symbol that has been gradually formed in the long-term life and practice of human society to recognize and communicate information. It is more informative, faster, more accurate, and more powerful than language and text, and it is world-wide.

The strong symbolic nature is the hallmark of logo design. In the design, attention should be paid to the combination of the above features to highlight the distinctive artistic language and organizational rules of the logo. At present, there are roughly the following types of mark combinations at home and abroad:

1, graphics combination. The main elements of the logo are the relative figurative decorative patterns, which are generally the visualization of the theme of the commodity brand or public welfare activity.

2, Chinese character combination. As the main body of the logo design, Chinese characters have a long history, and there is also a masterpiece. In China, Southeast Asia, and Northeast Asia, such as Japan, South Korea, and Singapore have their extensive social foundations, showing a unique style of art. The combination of Chinese characters should be based on the need to select the appropriate fonts and fonts, calligraphy, calligraphy, art, etc., all kinds of fonts in the art can be used as logo design theme.

3, Chinese characters and graphics combinations. This form of combination reflects the artistic effects of illustrations. Some of them are based on maps, and they are subtly organized into specific graphics according to their needs; they can also be text-based, with appropriate decorative patterns attached; they can also be used to morph the strokes of a Chinese character into graphic symbols, resulting in mutated taste.

4, foreign language combination. The foreign language combination includes a combination of English and Chinese Pinyin acronyms, and can also use the full name of the brand portfolio. According to design intent, a single letter can be used as the main body, and a sign with more than two multi-letter combinations is even more colorful. Some of them are simply scouring and winning, others are solemn and solemn, and some are light and lively, some are elegant and luxurious... In short, it is necessary to embody distinctive creative thinking that will make the graphic personality prominent and rigorous in structure. The variation of strokes, the change of direction, the comparison of magnitudes, the echo of heights, the interpenetration of structures, and the management of thickness are all reflected in this combination of forms. 5, foreign language and graphics combination. In a block of letters, a certain letter is represented by a specific figure, or a perfect figure is composed of multiple letters, which is a method often used in this combination.

6, Chinese characters and foreign language letters combination. Also known as the combination of Chinese and Western styles, combining the two organically in the logo graphic reflects both the uniqueness of Eastern beauty and the exotic beauty of western beauty. There are roughly the following situations in this combination:

(1) Some strokes of Chinese characters are subtly replaced by foreign letters.

(2) The combination of phonetic and ideographic forms constitutes a new word or group of words.

(3) Using foreign characters in the form of strong tolerance, the Chinese characters are embedded in graphics to form a complete picture.

7, the number of combinations. The combination of Chinese characters and Arabic numerals, the former is similar to the combination of Chinese characters, and Arabic numerals are often used as logo design materials because of their formal beauty and the plasticity of their changes.

8, abstract combination. The abstract combination uses a variety of geometric shapes and the composition of the composition of the logo, showing a rigorous sense of mechanical and rhythm. Because it uses relatively abstract symbols as a symbol of the nature of things, it opens up more extensive association space for the audience. This kind of combination has more obvious meanings, while others are more ambiguous, some are purely symbols, and there is no connection between the nature of the things to be expressed.

The functions of the logo are summarized as follows:

1. Recognition function: It helps the people to distinguish and distinguish various social activities and products, facilitate people's understanding and choice, and facilitate the exchange of people's lives and social activities.

2. Symbolic functions: Symbols are assistants for the development of various public welfare activities, are the embodiment of corporate image, and are the guarantee of product reputation. In a sense, as a symbolic graphic sign, it is closely related to the fate of the company.

3、Aesthetic function: Because of the wide range of logo materials, various forms, fantastic ideas, perfect graphics, practicality, knowledge, and artistry, a small space will give you enlightenment. The simple elements will trigger your thoughts. Thousands of delusions, it will give you knowledge and strength, it will also satisfy your beauty and enjoyment. It is a "pioneer" in the material world, and it is also a "elf" in the spiritual world.

4. Cohesion function: The cohesiveness of the group is extraordinary, and the sign has contributed to this. It is inconceivable that the prestige of the country, the reputation of the enterprise, and the reputation of the product are not maintained by the group with strong cohesion. The sign intensifies the cohesiveness of the group to a certain extent, so that the group is full of pride and self-confidence, and works diligently. Responsibility and dedication. In the International Sports Contest, whenever Chinese athletes wear the sportswear decorated with the emblem of the national emblem and go to the podium, their sense of honor from the heart and the pride of the people are dissolved. The tremendous cohesion encourages people to invariably Focus the point of view on the colorful logo that symbolizes the motherland's image.

The theme of the logo is generally well-designated, with unique artistic laws and formal languages. Its design requirements are also very strict, summed up mainly in the following aspects:

1, originality. The symbol's symbol and identification function determine that the logo graphic must have distinctive originality. Designers should create images that are not new, display visible features as eye-catching designs, and transform and combine the favorable factors of the design, study in-depth the categories, materials, and related background materials of the logo, and then select the most from them. Representative, typical and essential features are represented in the form of symbols. Any similarities, approximations, repetitions are inadmissible.

2, easy to understand. The logo is a carrier for information transmission to the public. Clear vision and accurate positioning are the prerequisites for the logo's literacy. The so-called visual clarity means that all the elements of the logo cannot be blurred and equivocal. The so-called accurate positioning means that the form of the sign must conform to the content of the creative idea. The expression of intention should be clear and reasonable, and the formal expression must be consistent with the cut in order to facilitate public recognition.

3, simplicity. The sign bears the task of transmitting certain information, but because of its limitations in form, element, space, and expression color, it also has its own unique artistic language, of which simplicity is one of its prominent features. It is impossible to reflect all the content in a small logo graphic. It is impossible for a designer to place a lot of intent on a concise figure, such as a dot, a line, a face, and very few words. It is refined in a highly general way, combined ingeniously, using limited elements to create rich associations, using tiny spaces to produce strong visual effects, and using a small amount of text to convey key information.

4, adaptability. Logo design should consider its use occasions, use methods and the production of different materials. In particular, the visual impact after zooming in and out and the visibility at different distances and heights must be handled carefully.

5. Legal authority. Signs, especially corporate and merchandise marks, are company-specific assets that are legally protected by law upon registration. No entity or individual has the right to use other people's registered signs without permission. All acts of counterfeiting, counterfeiting and abuse are considered to be infringements and are subject to legal prosecution.

(to be continued)