How Does a Food Packaging Design Show a Taste (1)
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Yin Yeze (National Committee Member, China Bao Xie Design Committee, General Manager and Creative Director of Kunming Dibang Planning Design Co., Ltd.)
Color is the main method for designers to express food taste. We know that people use the eyes to observe the world around them. The information observed by the eyes is fed back to the brain through the optic nerve. The brain makes analysis and judgment, and the relevant information is stored. This is a layer of human perception of matter. There is also the experience of analyzing and understanding the objective laws of human beings inherited from generation to generation in the long-term survival and development of human beings. This is another aspect of spirit and culture. It is through the interaction of matter and spirit that human beings can correctly understand the world, transform the world, and push things forward. The same holds true for the cognition of human cognition. We understand the food and its unique colors through the eyes, and through this interaction between matter and spirit, we have rich associations with colors and form some cognitions with common laws. It also includes the resolution and association of taste.
Since the taste is not only sweet, salty, sour, bitter, and spicy, it also has a strong and light taste. To express so many taste sensations on the packaging and to convey the correct taste information to consumers, the designer must perform according to the above methods and laws of human understanding of things:
The red fruit gives a sweet taste to people. Therefore, red is mainly used to pack sweet taste. Red also gives people a warm, festive, revolutionary association.
Therefore, the application of red in food, tobacco, and wine has a happy and enthusiastic meaning. The yellow is reminiscent of freshly baked pastries and seduce tempting aromas. Therefore, yellow is often used when expressing the flavor of food.
The orange-yellow color lies between red and yellow, which conveys a sensation of taste, such as orange, which is sweet and slightly sour.
Fresh, tender, crisp, and sour taste and taste are generally expressed in the green series.
What is interesting is that human food is rich and colorful, but in real life, few people can eat blue food. Therefore, the main function of blue in the design of food packaging is to enhance visual impact, and it is even more hygienic and elegant. The famous Danish blue pot cookie is an example.
As for the strength of taste, that is, the richness and lightness of taste, designers mainly rely on the strength and brightness of color to express. Examples include the following: using crimson and red to express sweet foods, using crimson to express sweet foods, and orange to show less sweet foods.
There are also some foods or drinks that express their taste directly with the color of the product that people are accustomed to. For example, dark brown (commonly known as brown) becomes a special color for coffee and chocolate.
In summary, we can understand that color is the main method for designers to express food taste, but there are also some tastes that are not easily expressed in color, such as: bitter, salty, hemp, and spicy. Designers need to use the special atmosphere of font design and packaging rendering design to express these tastes from the spiritual and cultural level, so that consumers can recognize the transmitted taste information at a glance.
Food taste performance is a product of human understanding of things and the transformation of the world. With the rapid development of the market economy and the rapid advancement of science and technology, the performance of food taste will become more and more abundant.
Shen Liang (Executive Director of Shanghai Business Planning Co., Ltd.)
Use "Sensation" to express "taste"
There is a kind of rhetoric in literature called "sense of sensation". The popular explanation is to state the unspeakable situation in another comparable form.
The reason why "sense of feeling" is mentioned is because in the field of packaging design, this phenomenon also exists in fact, and it can be used properly to promote the promotion of products. Especially in the field of food packaging, the use of such methods is even more apparent.
The biggest difference between food packaging and daily consumer goods packaging is that when food products express product attributes, they must fully express their appetite and perceptual association. If they only stay in the design expression, they are “what†without further deepening. How "how" is expressed, then this product is on the shelf, and sales can be imagined without advertising support.
If the company is carrying out food packaging design, it first considers the performance of two levels in the graphic design: the "mouthfeel" and the "tongue sensation," and on the basis of these two points, it will further proceed from the packaging structure and materials. Use, industry standards and other aspects continue to improve. The "mouthfeel" here refers to the chewing sensations, such as being soft, sticky, firm, crunchy, smooth, etc., all belonging to the category of taste; and the perceptual tastes such as sweet, sour, salty, and spicy are those of the sense of tongue. Most packaging designs only pay attention to the tongue, but often ignore the performance of the taste. As a result, it has not been able to present the characteristics of the product and cannot be said to be a lack.
Through the rational use of color and the interrelationship of colors, it is easy to express the “tongue†of food. On this basis, continue to use the "sense of sensation" technique to express the taste as much as possible. To express the taste, not only through the use of color, more can be expressed through the special design of the packaging container's form, material, and screen graphics. For example, cool colors can be used in combination with hard-edged style graphics and broken line patterns to express crunchy foods at the entrance. To fully express the taste and tongue of food, apart from relying on color and graphic elements, the effect of photographs is also very powerful. Especially for some food products with good shape, the product details are fully displayed to stimulate purchasers through exquisite photographic images. Appetite.
There are many excellent cases on the market. Nihon Kirin launched two tea drinks last year and this year: raw tea and tea. The two tea beverages are completely different in terms of shelf performance. Looking at these two packages from a consumer perspective, you can feel that raw tea is a cool type of tea beverage that produces a refreshing drinking sensation that is more intense in flavor than the smell of tea. The smell of tea is slightly sweet, but it is a taste of tea.
In fact, it is true that the two tea beverages presented completely different perception associations through packaging. From the bottle type and bottle body color of raw tea, its product attributes and performance performance points can be felt, and the smell of tea blue bottle bottle design and transparent bottle body clearly means that consumers can have more room for taste. .
Rethinking China's liquor packaging is too vulgar and difficult to describe, it is hard to come up with several kinds of packaging, it seems that as long as it is alcohol packaging, we must use gold cards to print, and then use up hot stamping, spot colors, bumps, lasers, sandblasting, etc. Series printing process and then fast. In fact, even with the same liquor, the taste is not the same, some mellow, smooth entrance; some of the alcohol is not miscellaneous, the entrance is strong; some more after the entrance of the aftertaste; some of the more specific wine. But now from the packaging, almost all of them are like one. In fact, in the packaging design of wine, it is entirely possible to change the concept and use the “sense of sensation†effect to fully express the characteristics of different flavors of wine.
In addition, the proper use of packaging containers can make products produce different visual effects. The sprite--crystal-brilliant, cool-feeling feeling stems from its smooth packaging container shape and the combination of grass green color and abstract water marks, which produced good results. It is much more difficult for mineral water with high product homogeneity to show differences in taste. However, the light blue bottle of Nestle's mineral water has a much higher grade than the normal white bottle. The pure and refreshing taste revealed by the refraction is undoubted.
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