Abstract: Visual tactile sense is a kind of physiological and psychological phenomenon that everyone has. It produces feelings and imaginations of objective objects by experience. It can be applied to packaging design rationally and it can realize packaging promotion and recognition of products.
Keywords: visual communication; visual touch; texture; knowledge
In many cases, the first impression of packaging will become an important basis for consumers in identifying and selecting goods. The visual communication function of packaging for internal goods is an important factor that determines whether this product can be sold. Therefore, this function of packaging is often over-exaggerated and emphasized by people. Overpacking or false packaging that exaggerates the advantages of internal goods. There is still a great market at present. The packaging has a visual communication function, which can guide consumers to correctly identify the goods and purchase goods, thus completing the convenience brought about by the packaging. Only by properly using the packaging's visual communication function to properly design my 1 package, can we make Packaging better serves our lives. The visual content of packaging includes not only color, text, graphics, and modeling, but also packaging materials, textures, textures, processing techniques, etc., comprehensive and diverse elements, which are transmitted to consumers through visual and tactile sensations, and enable consumers to make products. There is a correct judgment. Here, we focus on the role and introduction of tactile sensation in the visual communication of packaging.
The tactile sense of packaging is caused by the material, texture and texture of the surface of the packaging material. Different feelings convey different information and judgments. In the packaging design, materials and textures are used to achieve our packaging needs. The content of the information conveyed is the topic that we have yet to study, that is, the introduction of the concept of haptics into packaging design.
1 The generation of visual touch
Any object has a specific material composition, different material surfaces produce different tactile sensations, which is what we call the sense of texture, texture is the texture of the appearance of the object, the texture of the soft, hard, smooth, rough, from the appearance of As can be seen. Texture can be roughly divided into two kinds: visual and tactile. Although the surface is bright and smooth, it gives a unique sense of roughness or roughness visually, which is the visually preferred texture J. Visual type is what we call visual haptic. Tactile sensations and true haptics are usually both opposite and unity. Actual haptic sensation is a reflection of a person's experience. It is abstract. Under such conditions, haptic sensation becomes a symbol. Symbols are generated through previous experience, compiled and transformed into visual information, which in turn guides later tactile judgments. Therefore, judging new things through the sense of touch can induce us to contact, and can also warn me to stay away. For example, no one wants to catch a thorny cactus and see a long thorn. The reflection is that it hurts people and should stay away. And we see a pair of small hands of the baby, smooth and soft, and they are willing to touch it. This is because we used these tactile experiences to form judgment symbols in the brain and induce our behavior. Figure 1 is a luminaire designed by a Japanese graphic designer. His creative introduction of tactile design makes people have a strong visual impact.
2 tactile sense of materials in packaging design
In order to ensure the smooth and smooth vision movement, all kinds of visual elements in packaging design should be as much as possible. Within the limits of perceptual capacity, visual objects must be visible, and visual information must have a certain intensity of appeal. The visual language must be readable, the meaning of all kinds of information must be easy to understand and have a corresponding visual environment. Therefore, the import of visual sensation in packaging design must be based on a high degree of visual tactile sensibility, that is, it must have a strong visual communication function. Packaging is the appearance of goods, and consumers' understanding of the goods is achieved through packaging. The reasonable introduction of visual haptic information can help consumers to purchase and recognize the product.
3 Visual tactile form in packaging design
Two forms of visual touch in packaging design.
The first visual tactile form is caused by the texture of the packaging material itself, which can be soft feeling, hard, smooth, rough, etc., through the visual tactile sense of the material texture of the packaging material surface, establishing and consumers. The affinity and attractiveness between them are widely used in many current designs. For example, if you want to express tea packaging with a rough and unconventional environment, many designers will use bamboo or woodware to design the packaging. It is possible to establish the texture of the surface texture in the natural visual experience, and to convey the information of the commodity to the consumer through the sense of touch, so that the consumer can create awareness of the commodity and establish purchase requirements.
The second type is the further innovation on the basis of the first type. It not only considers the selection of its own packaging materials, but also the texture elements of the products it packages, and the simulation design on the outer packaging of the products, so that the consumers are in the For a time, the cognition and recognition of packaged goods are obtained. Such identification is accomplished through the visual touch of the package. For example, the packaging design of a box of orange juice can be based on the true imitation of the texture of the orange skin, the orange skin texture design to the outer packaging of goods, to establish a stronger sense of tactile sense, so that consumers quickly realize that the box The beverage is fresh orange juice rather than anything else, and it has established a very accurate and effective identification and identification relationship with consumers. Figure 2 is a kiwifruit beverage package designed by a famous Japanese designer, former researcher. He creatively designed the actual skin texture of kiwifruit through the design of wrapping paper. The real kiwifruit skin was imitated very vividly, enabling consumers to visually judge it. Product attributes and related information. This innovative design is a good example of how the haptic concept is introduced into packaging design.
4 The means to realize the visual touch into the packaging design
After the realization of visual touch into the packaging design has been:
(1) In the design of commodity packaging, the real material and texture are applied to the packaging material, that is, the example of the tea packaging mentioned above, and bamboo tea or pottery is directly used to design the tea packaging. This method is also the most commonly used method at present, and it is also a more traditional method.
(2) Using imitation methods, use other conventional packaging materials such as paper, plastic, glass, etc. to imitate product features or a certain required texture to achieve visual and tactile effects. Through this design, product information is created. Effective visual communication to consumers. Figure 2 is a good example of the imitation of paper.
(3) Through the plane of printing technology to imitate a certain kind of texture visual effects, can also be imported in the packaging design visual haptic concepts. From the initial perspective, the consumer can immediately pass through the visual communication of the package to obtain a basic perception of the product in order to determine the purchase needs of the product. For example, in a box of candy cartons, the surface is printed with the texture of the texture, and the visual haptic effect it conveys is soft and warm, achieving the desired effect of packaging needs and affinity. But it differs from the previous two methods in that it only has visual sensation, while the former two not only have visual sensations, but also have true haptic sensations.
5 Conclusion
The important role of packaging's visual communication function in packaging requires more in-depth research on the content of the communication. At the same time, it also recognizes the universality and importance of visual perception for people to judge an object. It is a way to establish the objective existence between human beings and objects. Its universality includes consumers' understanding of the packaging of goods. Therefore, the concept of visual sensation can be introduced into the visual communication of packaging to provide guidance for packaging design.
Xu Yuzhong Zhejiang University of Technology
Source: Packaging Engineering