How to design food packaging bags to attract users?
Usually when we go to buy food, the first thing that catches our eyes is the outer packaging bag of the food. Therefore, whether a food can sell well or not depends largely on the quality of the food packaging bag. Some products even The color itself may not be so attractive, but it can be rendered by various methods, and it can eventually attract consumers.
Successful food packaging can not only quickly catch the attention of consumers, but also make people feel that the food in the package is fresh and delicious, and generate the impulse to buy immediately. So, how to design food packaging to gain the favor of customers? What about producing nice taste cues?
Color is the most important link in food packaging design, and it is also the information that consumers can receive the fastest, which can set a tone for the entire packaging. Some colors can give people a good taste hint, and some colors are just the opposite. E.g:
Gray and black make people look a bit bitter.
Dark blue and cyan look a little salty.
Dark green gives people a sour feeling.
It is more cautious to use these colors in large quantities in food packaging. Of course, it does not mean that all food packaging should use similar sets of colors. The choice of the final color of the packaging has to consider many factors such as the taste, taste, grade and difference of similar products of the food.
In addition to the "tongue sensation" of sweet, salty, sour, and bitter, the taste also has various "mouthfeel". In order to express so many taste sensations on the packaging, and to convey taste information to consumers correctly, designers must express it according to the methods and rules of people's cognition of color. E.g:
The red fruit gives people a sweet taste, and the red color used in packaging is mainly to convey the sweet taste. Red also gives people a warm and festive association, and the application of red to food, tobacco and wine also has a festive and warm meaning.
Yellow is reminiscent of freshly baked pastries, exuding an attractive aroma. When expressing the aroma of food, yellow is often used.
Orange-yellow is between red and yellow, and its taste is like orange, sweet and slightly sour.
The fresh, tender, crisp, sour taste and taste are generally expressed in green series of colors.
Interestingly, human food is rich and colorful, but blue food that can be eaten by humans is rarely seen in real life. Therefore, the main function of blue in food packaging design is to enhance the visual impact and make it more hygienic and elegant.
As for the strong and weak characteristics of the taste, such as soft, sticky, hard, crunchy, smooth and other textures, the designer mainly relies on the intensity and lightness of the color design to express. For example: use deep red to express sweet food; use vermilion to express moderately sweet food; use orange red to express light sweet food, etc.
There are also some foods or drinks that directly use the product colors that people are used to to express their taste. For example, dark brown (commonly known as coffee color) has become a special color for foods such as coffee and chocolate.
To sum up, it can be understood that color is the main way for designers to express the taste of food, but there are also some tastes that are not easy to express with color, such as: bitter, salty, spicy, etc. Designers need to use special font design and packaging The atmosphere rendering design in all aspects expresses these tastes from the level of spirit and culture, so that consumers can recognize the taste information conveyed at a glance.
Different shapes and styles of pictures or illustrations on food packaging also give consumers taste hints.
Circular, semicircular and elliptical decorative patterns give people a warm, soft and moist feeling, and are used for foods with mild taste, such as pastries, candied fruit and even convenience foods.
Square and triangular patterns, on the contrary, will give people a feeling of cold, hard, crisp, and dry. Obviously, these shapes are more suitable for puffed food, frozen food, and dry goods than circular patterns.
In addition, the use of pictures can play a role in stimulating consumers' appetite. More and more packaging designers put physical photos of food on the packaging to show consumers what the food in the package looks like. This method has been tried and tested.
Another decorative technique that should be mentioned is for emotional foods (such as chocolate coffee, tea, red wine), this kind of food packaging with a strong emotional tendency when consumed. Random hand-painted illustrations, beautiful landscape pictures, and even romantic legends create an atmosphere on the packaging that first gives consumers indirect emotional hints, resulting in beautiful taste associations.
The shape of food packaging will also affect the taste expression of food. Due to the differences in the properties of different packaging shapes and materials, the texture presented is also a factor that affects the taste of food. The shape design of food packaging is an abstract form of language expression. How to use abstract language to express the taste appeal of food packaging design, we need to pay attention to the following two issues:
Dynamic. Dynamic means development, progress, balance and other good qualities. In the design, the dynamic composition is usually obtained by means of curves and the rotation of the body in space.
sense of volume. The sense of volume refers to the psychological feeling brought by the volume of packaging. For example: puffed food should be packaged in air-filled packaging, and the large-volume shape can express the softness of the food.
But it must be pointed out that no matter how it is designed, the restrictions on the shape and production conditions of the packaging must be taken into account, because packaging is industrial production after all.
