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76
Design Course
Packaging Design - An Introduction
Basic Elements and Principles
by
Image and Imagery
Imagery and Cultural Perception:
The perception of imagery differs from culture to culture. Unlike color, images have fewer standard interpretations and represent different things to different people. The visual image of the bottom of a character’s shoe is considered rude in many Asian cultures, while in Western cultures has little significance.
Effective use of imagery:
Illustration and photographs as medium for imagery:
Imagery can be used in packaging designs to:
• Show the product
• Depict the target consumer
• Set a mood (landscape, flower, scene)
• Provide credibility (celebrity image)
• Appeal to the appetite
Characters:
Characters can be developed to support brand communication, promote product attributes, and become the embodiment of the brands personality.
Graphic Devices:
Graphic device can be used individually or in combination with other devices. When well designed these devices can be used to support the organization of the layout and provide for clearer and more immediate communication.
Symbols and Icons:
Symbols and icons can be simple graphic diagrams or elaborate layouts. In the development of symbols and icons for packaging design it is important to discern contradictory cultural meaning.
Violators:
Violator is the term used for the visual device that is generally poisoned on top of packaging graphics and is used for the purpose of calling attention to or announcing a special feature of the product or package.
Common violators for food product claims:
• Fat free/ wheat free/ dairy free/ sodium free
• Cholesterol free / reduced fat/ low calorie
• Light/ fresh/ unsweetened/ unsalted
• Low fat/ extra lean
• Good source of (dietary fibre, vitamins)
Key points about Imagery:
• The perception of imagery differs from culture to culture.
• “A picture is worth a thousand words.”
• Illustrations, photographs, icons, symbols and characters can be executed in a multitude of
styles that each create a rich visual language and provide visual stimuli.
• Exploring design strategy through an array of imagery styles and colors is crucial.
• Imagery must be designed to fit within the context of the layout, not the other way around.
