3 совета по цветному дизайну печати

Будь то графический дизайн или веб-дизайн, цвет всегда является самой важной частью. Когда мы находимся далеко от экрана дисплея, то мы видим не красивый макет или красивую картинку, а цвет веб-страницы. Есть много принципов о цвете, здесь мы не можем разработать один за другим, мы можем посмотреть на соответствующие книги по дизайну, способствует систематическому пониманию. Здесь мы просто хотим рассказать вам несколько советов, когда цвет страницы. 1. Используйте цвет. Это означает, что сначала выбирается цвет, а затем настраивается прозрачность или насыщенность. Этот вид страницы выглядит однородным по цвету и имеет чувство иерархии. 2. Используйте два цвета. Сначала выберите цвет, затем выберите его контрастный цвет. 3. Используйте цветовую систему. Проще говоря, это использовать ощущение цвета, такого как голубой, светло-желтый, светло-зеленый; или земляно-желтый, земляно-серый, земляно-голубой. В веб-подборе цветов, но также помните некоторые ошибки: Не используйте все цвета, старайтесь контролировать в пределах трех-пяти цветов. 2. Контраст между фоном и предыдущей статьей должен быть как можно большим (никогда не используйте сложные шаблоны в качестве фона), чтобы выделить основное содержание текста.

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Инновации в упаковке, есть ли правила, которых нужно придерживаться

When it comes to innovation in domestic food packaging, one has to mention that it is Nongfu Spring. Its products have won many Pentawards awards, known as the Oscars in packaging design. Nongfu Spring is nicknamed "design company" by netizens ". Not only that, Nongfu Mountain Spring's performance is still rising, from 5.2 billion in 2010 to 15 billion in 2016. However, not all companies have achieved this result. Some enterprises in the product innovation is not small, but also in the product and packaging efforts, but it is difficult to achieve similar performance returns. Does packaging design innovation also have "first principles"? At present, few people seem to explore. Just as Reese went to explore the first principles of marketing, the Origin of Species inspired Reese and, as a result, created the book "The Origin of Brands" to explain the principles of brand birth. Packaging innovation, whether there are rules to follow? Good design is lasting. Dieter Rams, a representative of minimalism, said "Good design is durable". How did our ancestors drink milk? No, maybe our grandparents never drank milk when they were young. Only now the prevalence of the Pillow and the Po bag has made us accustomed to enjoying the taste of milk. "Lile Pillow", it may not be art, but it has really changed our lives and made it convenient for billions of people around the world for more than half a century. Isn't it in line with the idea that "good design is lasting? When it comes to packaging design, for consumers, the first association is more "beauty", but "convenience" and "quality" are also indispensable, even before beauty, packaging design can never be separated from technology. For the brand, the ultimate goal should be both profitable, but also long-term. Long-term significance, both to enjoy a stable income, at the same time, long-term means that costs can be controlled (this seems to be the current all brands always have to consider the problem). The ultimate goal is not always easy to reach. Before we can summarize the method, we should first look at which products are successful in packaging design? According to the principle of "both profitable and long-term", as a consumer, there may not be many brands that you appreciate and are willing to buy repeatedly in packaging design. The illustration design is charming. The spring, summer, autumn and winter of Changbai Mountain tells us that the water comes from Changbai Mountain. The picture is full of fairy tale feeling and implies purity. But the fundamental reason why I am willing to buy this product repeatedly is that its bottle cap moves me. This may be the first innovative bottle cap on a drinking bottle in China, which can be opened and closed with one hand, and there is no need to worry about the natural outflow of water when tilting or standing upside down, which greatly facilitates drinking on the way. The first time I saw Evian Fruits & Plants through the Internet, it was adorable. Shape and color together convey a lovely and soft image. I don't know how many consumers, like me, have been captured only through such packaging. In addition to the art-filled new packaging that is fascinating, the long history of the brand (more than 200 years) and the Danone group behind it have strengthened consumers' trust in Evian. Why is it a package, not a product? Because this package represents too many products, too many to mention. The taste of "Earth Water" water itself is not unusual, but what is important is the technological sense of its packaging, the bottle shape of the surface, the comfortable hand feeling, and the performance of "ergonomic design and easy drinking in transit. When I learned about the humanized application of science behind a package, I felt more "forced" when drinking the water inside ". Later, it was found that a large number of products on the market were using this package, including the coconut water Vita Coco, which was popular all over the world. At present, more than 50% (the actual number may be higher) of coconut water on the market is in Tetra Pak packaging. Hi! Milk If you can only fix the design on the Tetra Pak drill, which is very limited, it may be that your imagination is not good enough. Hi from Mengniu! Milk has launched a brand tour based on this packaging! I haven't personally experienced it, but it was very touching at first sight. What do you think? The above successful packaging design can summarize how packaging design acts on individual consumption decisions. 4 Elements of Building a Lasting Product If the product is compared to the mutual attraction and trust between people, "starting with beauty, trapped in talent, loyal to character" is a more appropriate metaphor. "Yan value" attracts the attention of consumers, the connotation wins the resonance of consumers, and the quality forms the stickiness of consumers. First, the connotation of packaging depends on the connotation of the brand Packaging design is the means and extension of the brand, which means that the connotation of packaging comes from the connotation of the brand. The packaging design of any product cannot be independent of the brand itself. If the brand itself lacks connotation and does not have a "touching story", then the packaging is like a castle in the air, and no matter how good the design is, it becomes an independent work of art. Why do you say "Guilin's landscape is the best in the world" and "the return of the five mountains does not look at the mountains"? It is the literati's pen and ink that gives the power of product culture and doubles the value of products. Culture plays a decisive role when products and functions compete on the same level. Some people will retort that a certain product has achieved a substantial increase in sales with innovative packaging. I believe that this will have a certain stimulating effect. However, a product can continue to grow steadily, or maintain a stable sales position, need to rely on the brand, otherwise, packaging is only an independent marketing event, after the heat, sales will be extremely rapid decline. Therefore, before optimizing the packaging design, priority should be given to shaping the connotation of the brand, and packaging can also play a role in strengthening the connotation. Whether the packaging itself can play a role in turning things around remains to be seen. Second, the packaging design should have continuity We see that there are many packaging designs that destroy their brand image in the market. When the text bottle is on fire, a large number of them are following the trend. When the fan economy prevails, many brands also add star or cartoon images to their packaging. These brands are like retail investors drifting with the flow in the stock market, chasing hot spots over and over again to make them lose their judgment. The brand has lost its personality, and even is constantly consuming its own brand image. A brand with a clear positioning will surely see the continuity of its design. Christophe, designer of Evian Fruits & Plants and founder of BETC Design, shared FBIF2017: "Evian never involves things like vitamins. Evian does not consider whether things can bring energy or the magic of formula. Evian considers our purity. We have created the entire brand system. Even if some new elements are added, such as the three fruits on the package, these three fruits are still like three mountains when put together. The essence of Evian's pursuit has never changed. We design new product packaging, but still maintain a fresh and pure tone, we use transparent elements to show our purity." I once saw a sentence in my circle of friends: "restraint is also a strategy." your product does not need to cater to everyone's needs. Third, packaging design should reflect the quality of products Satu Aalto, founder of Dotter Creative Group Oy, said when sharing the Spring Aqua case: "The packaging itself is not enough, and the quality of your own product is also very important. If you just do a beautiful job on the packaging, and then open it and find that the quality of the product is not satisfactory, this will actually disappoint consumers." The same return to the product itself, the object of packaging design is the product. Never expect to solve all problems through packaging, even problems with your own products. But the material of the packaging is also very important. This is a problem we have seen on many products in China. Many products have very good designs, which are spread through the Internet and videos. Consumers are extremely excited, but after impulse purchase, they find that the packaging is presented. The effect is not satisfactory. Every failed attempt may hurt consumers' impression of the brand image, and may even be irreparable. Under the premise that the difference of "contents" is not obvious, the aesthetic feeling of packaging design, the material and feel of packaging materials will affect consumers' judgment on product quality. Fourth, continuous innovation to impress consumers at multiple points and establish emotional connections Why do you go to see a movie? Perhaps we have rarely been able to be moved by advertising, but no one can stop the circle of friends "wave after wave" of sharing attacks. Very few people will become loyal fans of Nongfu Spring because of its advertisement, packaging and experience, but the strengthening of its "innovative" image again and again makes consumers sticky. Just like brand marketing, it will never do only one case, but will continue to launch. Coca-Cola's nickname bottle, lyrics bottle, sharing bottle and so on, all continue to tell us, "I can bring joy", customers are in many times of marketing to strengthen the impression of Coca-Cola. Nielsen Lynn Xu emphasizes that "innovative elements should be added to every link". Brands may try to continuously optimize and upgrade the same product to bring more surprises to customers. Instead of treating all minor improvements as costs. The stickiness and time of consumers will definitely give unlimited returns to the "heart" brand.

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Что будет с этикетками упакованных продуктов питания в будущем?

Core reminder: In recent years, with the continuous emergence of food safety emergencies, people's attention to food labels has continued to increase, and complaints from consumers due to errors in the labeling of information on food labels have occurred from time to time, which has also caused the country's food Labeling and labeling have been paid attention to, and a series of relevant regulations and policies have been issued to regulate packaged food labels. At the same time, the development of food labels is also developing in the direction of diversification. As consumer safety awareness continues to increase, the demand for the amount of information carried on food labels increases. In recent years, with the continuous emergence of food safety emergencies, people's attention to food labels has continued to increase, and complaints from consumers due to errors in the labeling of information on food labels have occurred from time to time, which has also caused the country to label food. The attention of labeling has introduced a series of relevant regulations and policies to regulate packaged food labels. At the same time, the development of food labels is also developing in the direction of diversification. Standardization, standardization It is reported that since October 19, the mandatory national standard "GB 4806.1-2016 General Safety Requirements for Food Contact Materials" has been formally implemented. The author learned from it that disposable packaging products that are in direct contact with food must be labeled with: "Food Contact" or "Food Packaging" logo. In addition, it is also necessary to mark "name, material, manufacturer, address, contact information, production date, implementation standard, instructions for use" and so on. At the same time, the label cannot be separated from its minimum sales package. Products with special use requirements shall indicate the use method, use precautions, use, use environment, use temperature, etc. The author believes that the implementation of this policy will not only further refine food contact materials, but also provide a basis for the labeling of food labels. In addition, the labeling of milk powder is becoming more and more strict. It is understood that the State Administration of Food and Drug Administration has issued the Technical Guidelines for the Registration and Labeling of Infant Formula Milk Powder Products (Trial), which strictly stipulates other labeling requirements such as product name requirements, label form requirements, label prohibition requirements and optional labeling content, such as milk powder label content and function. The author was informed that the content claim and function claim should be strictly in accordance with the national food safety standards. If an enterprise labels content claims and functional claims outside the current national food safety standards, it needs to be approved by the health administrative department of the State Council before labeling. The claims of the label sample shall be marked in text on the non-main display page. Digital, intelligent With the continuous development of information technology, food labels are becoming more and more digital and intelligent. For this reason, traditional printing can no longer meet the needs of personalized printing and variable data printing, so the market demand for digital printing is becoming more and more obvious. Some printing enterprises have started the production of all-intelligent packaging labels. For example, Hebei Xindong Printing has introduced high-end production equipment such as flexographic printing and anti-counterfeiting products, continuously developed various anti-counterfeiting technologies, added anti-counterfeiting functions to exquisite food and other packaging, realized the perfect combination of beauty and practicality, fashion and high technology, and gradually realized the strategic goal of selling high-quality packaging products overseas. In fact, the intelligence of food packaging is mainly reflected in the label, and bar codes, two-dimensional codes, etc. are common smart label applications in life. The author has learned that the Finnish company has released a "smart" bottle of high-grade Kalleval gin using the Thinfilm NFC SpeedTap? label. Each SpeedTap tag is unique and almost impossible to clone. Through NFC technology, it can be read with a smart phone or device, which will greatly promote consumer loyalty and brand promotion. Smart labels can not only realize the interaction between consumers and products, but also identify the quality of food. It is understood that the Japanese design studio TO-GENKYO has invented a special coating of smart labels. This label will change color due to changes in ammonia concentration, which can identify the freshness of food. Green, environmental protection With the continuous promotion of the concept of energy conservation and environmental protection, various fields are also responding positively, and the field of food labeling is no exception. The author understands that the green and environmental protection of the label is mainly reflected in the material of the label. It is understood that Singapore has launched a series of green environmental protection labels. Compared with other materials, this new label is more economical and more suitable for sustainable development. With the continuous progress of science and technology, as well as the concept of energy conservation and environmental protection, under the influence of dual factors, food labels will develop in the direction of green and environmental protection. Therefore, the author believes that with the increasing awareness of consumer health and safety, people will pay more attention to label information, and food processing enterprises and food packaging enterprises should grasp the development trend of food labels and pay attention to the improvement of labels. At the same time, the packaging machinery manufacturing industry should also pay attention to the development trend of the food label industry and keep pace with the times, so as not to lose the direction of development.

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Упаковочная промышленность как создать новую ситуацию? «Упаковка» новой ситуации

"Three products" strategy to guide industrial upgrading In the packaging industry, "three products" refers to the variety, quality and brand of packaging products. In 2018, the variety of packaging products will increase significantly, the quality of packaging products will be significantly improved, and the brand of packaging products should be strengthened. In terms of packaging product varieties, it is necessary to focus on the supply-side structural reform of the packaging industry, on the basis of optimizing the traditional product structure and expanding the advantages of leading products, actively adapt to the intelligent manufacturing model and the diversified needs of consumption, and enhance the ability to provide supporting services for consumption upgrades. Through innovative design methods, production processes and technical means, we will vigorously develop new packaging materials, new products and new equipment to promote the increase of product varieties and the improvement of supply and service capabilities. At the same time, we will focus on the development of green, reusable and high-performance packaging materials, accelerate the development of networked, intelligent and flexible complete sets of packaging equipment, vigorously develop functional, personalized and customized middle and high-end products, and stimulate demand and consumption by enriching product varieties and optimizing product structure. In terms of packaging product quality, it is necessary to guide enterprises to comprehensively improve the quality of packaging products from all aspects of design, material selection, production, testing, and management. On the one hand, we should actively adopt low-cost and green production technology, develop low-weight, high-strength and functional paper packaging products, expand the application scope of paper packaging, encourage the use of environmentally friendly raw materials and additives to develop customizable environment-friendly plastic packaging products, and enhance the protection, quality preservation and intelligent properties of plastic packaging products. On the other hand, we advocate the production of metal packaging products with thin-walled metal and coated iron, coated aluminum and other new materials to improve the utilization and corrosion resistance. Packaging product brands should focus on the research and development of green packaging materials, intelligent packaging equipment and high-end packaging products, and create a number of packaging materials, packaging equipment and packaging products brands with high domestic market share and strong international market competitiveness. technological innovation to enhance competitiveness Solving the problem of improving the quality and efficiency of economic development is an important aspect of improving the competitiveness of the packaging industry. Its fundamental is to take innovation as the core, comprehensively enhance the independent innovation, integrated innovation and the ability of introduction, digestion, absorption and re-innovation of the packaging industry, and strive to break through the common key technology bottleneck. Building an innovation system. Focus on the implementation of the packaging industry innovation capability improvement plan, guide enterprises to establish a research and development capital investment mechanism, and effectively improve the original innovation and integrated innovation capabilities of enterprises; optimize the allocation of scientific and technological resources, and actively cultivate national technological innovation centers in the packaging industry, focus on the construction of a number of technological innovation alliances, collaborative innovation centers, scientific and technological achievements incubation bases, and platforms for the promotion and application of achievements, public technical services, technology and intellectual property transactions. At the same time, through the establishment of upstream and downstream science and technology cooperation bodies in the industrial chain, industrial collaborative innovation centers and industry-university-research cooperation demonstration bases, a mechanism for the co-cultivation and sharing of innovative talents will be formed. Breakthrough in key technologies. Focusing on the key technologies in the fields of green packaging, safe packaging, and smart packaging, formulate systematic technical solutions to promote the incubation, application and promotion of major scientific and technological achievements. Accelerate the establishment of a packaging cloud design database, focus on the implementation of reduction and ecological design, focus on strengthening the research and development and application of comprehensive recycling technology of packaging waste, and comprehensively improve the application and innovation level of green packaging; focus on breaking through the identification and migration of harmful substances in food and drug packaging Technical bottlenecks such as detection have significantly improved the safety assurance capabilities of food, drug and military packaging; focus on the combination of packaging design and information technology to promote the intelligent production process. Strengthen the demonstration application. We will implement high-end packaging products projects, organize a number of major projects for design innovation, process optimization and industrialization of packaging products, actively develop lightweight high-strength paper, bio-based high-barrier plastics, corrosion-resistant ultra-thin metals, lightweight energy-saving glass and other materials, and focus on the development of personalized, customized, refined and intelligent high-end packaging products. We will implement the packaging industry information project and start major projects such as packaging big data and industrial cloud, promote key packaging informatization technologies such as smart labels and smart terminals, and carry out integrated innovation and engineering application demonstration of the deep integration of a new generation of packaging informatization and industrialization; Implement the intelligent packaging equipment project, focus on the development of major intelligent manufacturing complete sets of equipment such as food and drug automatic packaging production lines, packaging and printing integrated manufacturing equipment and modern logistics automatic packaging systems, and strive to promote the application demonstration of packaging intelligent factories/digital workshops. Green production to build a circular system For the packaging industry, practicing the green concept is to implement the overall requirements of "resolutely oppose excessive packaging" in the "13th Five-Year Plan" and the specific requirements of "traditional production to green production" in the guidance for the transformation and development of the packaging industry. aims. Develop green packaging materials, accelerate the independent research and development process of green and high-performance packaging materials, develop a batch of key materials to fill the domestic gap, and break through the bottleneck of the application and industrialization of green and high-performance packaging materials; Study and formulate relevant standards for green packaging materials, establish an environmental protection evaluation system for the selection of packaging materials, promote the transformation of scientific and technological achievements of green packaging materials, and gradually promote non-toxic and harmless packaging products throughout the life cycle, reduce the use of composite materials that are difficult to sort and recycle. At the same time, with degradable and recyclable materials as the base material, a series of food and drug environmental protection packaging materials with good compatibility with the contents are developed to improve the safety of food and drug packaging. Break through the low-carbon preparation technology of industrial packaging materials, promote new packaging materials with excellent comprehensive protective performance and renewable reuse, and enhance the reliability of industrial packaging. In addition, it is necessary to promote the deep integration of military and civilian packaging materials industry, and promote the green promotion of packaging materials in special fields. In addition, the packaging industry should also promote the technology of simplification, reduction, reuse and refinement of packaging design, actively apply green packaging materials with high quality, low resource and energy consumption, little impact on human health and environment, and easy to recycle; increase the research and development of key green packaging materials, technologies, equipment, processes and products; vigorously promote the application of environment-friendly composite technologies such as solvent-free and water-based adhesives, advocate the use of advanced printing processes with low (no) VOCs emissions such as flexographic printing; Focus on the development and promotion of waste plastic modification and recycling, waste (broken) glass recycling, paper-aluminum-plastic and other composite materials separation, and waste paper (metal, plastic, etc.) automatic identification, sorting, deinking and other packaging waste recycling technologies to promote the greening of enterprise production methods. As a result, we will strengthen the construction of packaging green manufacturing enterprises and park demonstration projects, build a number of green transformation demonstration bases, and form a number of key enterprises, large enterprise groups and industrial clusters with strong leadership, great radiation and obvious competitive advantages.

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