The role of packaging design in CI

Through a unified logo, a unified pattern, a unified standard word, and a unified standard color, the corporate image is deeply rooted in the minds of customers. It can not only visually achieve neat and beautiful results, but also enable customers to walk wherever they go. Being able to see familiar signs creates a sense of intimacy in the mind, which in turn creates the desire to purchase goods. In the early 50s of the 20th century, the IBM company in the United States had the strength to become a world-famous company, so how to achieve it with the minimum cost and the highest efficiency? At that time, the general manager of the company, Tom Thomas Watson, launched a complete set of corporate identity for the first time. The system, that is, the adoption of the company name=trademark name, enabled IBM to achieve great success. Designer Elliott Neuss first concentrated the company’s full name “International Business Machine” into “IBM” and then used blue as the company’s standard color to symbolize the high-tech precision and strength and create richness. The logo style of the sense of strength, through the CI design, shaped the corporate image of IBM’s “Blue Giant” and won the trust of the American public, thus enhancing the competitiveness of the company and becoming one of the largest companies in the world. The industry has long been at the top of the hegemony. CI began to land in China in the late 1980s. The company that successfully introduced CI in China early in the year was the Guangdong Apollo Group. At that time, it was a small enterprise with an annual output value of 5.2 million yuan. In 1988, he commissioned a new realm design company in Guangzhou to design and lead CI. Starting from 1989, he used a unified logo in all visual exposures to the outside world. The basic position is that the red circle and the black triangle are mutually reflective. . The CI-positioned "Sun God" appeared for the first time in Guangzhou and immediately produced a strong visual shock wave. It was selected by the State Sports Commission as a special sports nutrition supplement for the Chinese sports delegation at the 24th Olympic Games. The Sun God achieved such impressive results in just a few years, largely because it led the CI project in a timely manner, allowing people to experience the visual effects that they had never had, quickly gaining recognition from the market and consumers. The above examples demonstrate the powerful role of packaging design in CI. Packaging is the best advertisement for the product. The packaging design in CI plays a positive and invaluable effect on the product. With the progress of the times, the combination of CI and packaging design has become the need for the survival and development of enterprises. ◆

Advertising is a wonderful art. In the commodity society, advertising practitioners must make every effort to advertise themselves and related products with various high-level advertisements if they want to take a place in the crowded and unpredictable market and gradually expand their influence. A good advertising work, whether static or dynamic, must have a novel shape, a unique composition, and a harmonious and vivid color. For example, painting can be used to describe the various forms of art categories and a variety of production techniques. If you use photography, you can design a variety of unique shapes and use very different lighting effects. Exaggerated contrasts, subtle distortions, overlapping patterns, overlapping combinations, grafting, invisibility, fading, and opp effects are all frequently used techniques. Its purpose is to change people's normal visual habits in an instant and to highlight the quality of a certain natural or human image. Hegel said: "Imagination is an outstanding skill." In creativity, the use of thread coloring and styling, because of its different meanings, all contain letters with extremely rich connotations. The long lines make people think long-range; the tall and straight lines make people feel sublime; the rough lines make people think of stubbornness. Beautiful colorful, because of its different forms and shades of contrast, it can give people or elegant, or violent, or cheerful, or bitter and other subtle psychological feelings. As for the vivid shapes of people, animals, scenery, artifacts, etc., they gestate the power of life, sparkle the light of wisdom, and display the beauty of exclusivity. Inspired by people's continuous and continuous inspiration for the majority of design work to provide reference and learning, the book artist Lu Yaoshi spent many years, pour sand, carefully edited the foreign advertising ideas, has been published by China Pictorial Publishing House. publishing. The book features a collection of nearly 2,000 acclaimed masterpieces, full of imagination and magnificent imagination of designers, showing a deep mastery of artistic power. While making people feel aesthetically pleasing, it also achieves the advertising effect of advertising art. â—†

Zhang Yan The College of Printing and Packaging, Xi'an University of Technology, is reproduced from: Packaging World