Taste sense reflected in the hottest food packagin

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Taste sense reflected in food packaging design

a wide range of food packaging are displayed on the shelves. What methods do packaging designers use to convey food taste information to consumers? With this new and interesting topic, I interviewed relevant experts

Yin Huaze (general manager and creative director of Kunming Dibang planning and Design Co., Ltd., national member of China Packaging Association Design Committee)

color is the main method for designers to express food taste.

we know that people use their eyes to observe the surrounding world. The information observed by the eyes is fed back to the brain through the optic nerve, which makes analysis and judgment, and stores the relevant information. This is a level of human perception of matter. There is also the experience of analyzing and understanding the objective laws of things inherited from generation to generation in the long-term survival and development of mankind, which is another level of spirit and culture. It is through the interaction of material and spirit that human beings can correctly understand the world, transform the world and promote things to move forward. The same is true of human cognition of taste. We recognize food and its unique colors through our eyes, and from this, through the interaction between material and spirit, we have rich associations of colors, and formed some cognition with common regularity, including the identification and association of taste

in addition to the sweet, salty, sour, bitter and spicy flavors, there are also differences between strong and light flavors. In order to express so many tastes on the packaging and correctly convey the taste information to consumers, designers should express them according to the above methods and laws of human understanding:

red fruits give people a sweet taste. Therefore, red is mainly used in packaging to convey a sweet taste. Red also gives people warm, festive and revolutionary associations

therefore, the application of red in food, tobacco and wine has the meaning of festivity and enthusiasm. The yellow color is reminiscent of freshly baked cakes, emitting an attractive fragrance. Therefore, in the performance of food flavor, use yellow

orange yellow is between red and yellow. It conveys a taste like orange, sweet and slightly sour

the taste and taste of freshness, tenderness, crispness and acidity are generally expressed in green series

what is interesting is that human food is rich and colorful, but in real life, blue food for human consumption is rarely seen. Therefore, the main function of blue in food packaging design is to enhance the visual impact and make it more hygienic and elegant. The famous Danish blue tin cookies are an example

as for the strength of taste, that is, the intensity and lightness of taste, designers mainly rely on the intensity and lightness of color. Examples are as follows: dark red and bright red are used to represent foods with heavy sweetness, vermilion is used to represent foods with moderate sweetness, orange red is used to represent foods with light sweetness, etc

there are also some foods or drinks that directly express their taste with the color of the product that people are used to. For example, dark brown (commonly known as coffee) has become the special color for coffee, chocolate and other foods

to sum up, we can learn that color is the main method for designers to express food taste, but there are also some tastes that are not easy to express with color, such as bitter, salty, hemp, spicy, etc. Designers should use special font design and atmosphere rendering design in packaging to express these tastes from the spiritual and cultural level, so that consumers can clearly identify with the taste information transmitted

the performance of food taste is the product of human understanding of things and transforming the world. With the rapid development of market economy and the rapid progress of science and technology, the expression methods of food taste will be more and more abundant

Shen Liang (executive director of Shanghai xingruo business planning Co., Ltd.)

uses "Synaesthesia" to express "sense of taste"

in literature, there is a rhetoric called "Synaesthesia", and the popular explanation is to clearly state the inexpressible situation in another comparable form. The reason why "Synaesthesia" is mentioned in the engine experiment is that this phenomenon also exists in the field of packaging design. If it is properly applied, it can have a good effect on the promotion of products. Especially in the field of food packaging, the application of such methods is more obvious

the biggest difference between food packaging and consumer goods packaging is that food must fully express its appetite and perceptual association while expressing product attributes. If it only stays at the design expression of "what" and does not further deepen the expression of "how", then once the product is on the shelf without advertising support, the sales volume can be imagined

when designing food packaging, xingruo company first pays attention to the performance of two levels in graphic design: namely "taste" and "tongue feeling". On the basis of these two points, it can further improve the packaging structure, material application, industry standards, etc. The "taste" here refers to the feeling of chewing, such as soft, sticky, hard, crisp, smooth, etc. all belong to the category of taste; The sensory tastes of sweet, sour, salty and spicy belong to the range of tongue sensation. The graphic design of most packaging only pays attention to the tongue feeling, but often ignores the performance of taste. As a result, the failure to present the characteristics of the product perfectly is a deficiency

through the rational application of color to the experimental color of non-metallic materials and the relationship between colors, it is easy to express the "tongue feeling in the mold filling process" of food. On this basis, continue to use the "Synaesthesia" technique to express the taste as much as possible. To express the taste, it is not only through the use of color, but also through the special design of the form, material and picture graphics of the packaging container. For example, the cold color system combined with hard edge style graphics and broken line patterns can be used to represent the crispy food at the entrance. To fully express the taste and tongue of food, in addition to relying on color and graphic elements, the role of photos is also very powerful, especially for some food products with good shape, the buyer's appetite can be stimulated by fully displaying the product details through fine photographic images

there are many excellent cases in the market. Kirin introduced two types of tea drinks last year and this year: raw tea and smelling tea. These two types of tea drinks are completely different in shelf performance. Looking at the two packages from the perspective of a consumer, we can feel that raw tea belongs to a cool tea beverage, which can produce a refreshing drinking feeling, which is stronger in taste than the tea party. Smelling tea is a kind of slightly sweet tea beverage, which is more inclined to taste

indeed, the two tea drinks present completely different perceptual associations through packaging. From the bottle shape and bottle color of raw tea, we can feel its product attributes and performance points. The blue and white porcelain bottle sticker design and transparent bottle body of smelling tea are clearly intended to give consumers more room to taste

while reflecting on the packaging of Baijiu in China, it is vulgar and difficult to speak of elegance. It is difficult to find several eye-catching packaging. It seems that as long as it is a wine packaging, it must use gold card printing, and then use a series of printing processes such as bronzing, spot color, concave convex, laser, sand blasting and so on. In fact, even if they are the same Baijiu, their tastes are not the same. Some of them have a long mellow fragrance and smooth taste; Some are mellow but not miscellaneous, with strong entrance; Some emphasize the aftertaste; Some of them are more specific in liquor flavor. But now in terms of packaging, almost all of them come from one family. In fact, in the packaging design of wine, we can completely change the concept and use the "Synaesthesia" effect to fully express the characteristics of different flavors of wine

in addition, whether the packaging container is used properly or not can produce different visual effects. Sprite -- the feeling of bright and cool comes from its smooth packaging container shape and the combination of grass green color and abstract water grain, which has produced good results. It is much more difficult for mineral water with high product homogeneity to express its taste differences. However, the light blue bottle body of Nestle mineral water is obviously much higher than the ordinary white bottle body, and the pure and refreshing feeling when refracted is undoubtedly revealed

Wang Ning (Shenzhen ChenXiaoMing enterprise image design company)

designed a "sense of taste" with Chinese characteristics

"product sense of taste" should be a design in which the visual effect and psychological effect of the designer's product on consumers are unified

the first thing a food package brings to consumers is a sense of taste, which is the first visual and psychological feeling. Its quality directly affects the product sales market. Undoubtedly, packaging is an art of promoting commodities to consumers and a bridge between commodities and consumers. It turns the external and internal characteristics of food into a vivid design style in order to stand out from the dazzling shelves and attract the attention of consumers

the special understanding of the special taste and value of the flexible packaging of commodities mainly made of plastic film, which plays an important role in all kinds of packaging products, reflects the designer's aesthetic tendency and shows the designer's creativity in form processing. Packaging design can be described as the digestive agent of the first feeling brought by product packaging to consumers, which is built in combination with the characteristics of the commodity itself. Packaging design is actually an interactive process with customers. To attract consumers, it is necessary to make goods with a sense of taste! It is not a single design of art or pattern, but a composite discipline based on marketing, consumer psychology, material technology, three-dimensional composition and plane composition. To make goods with a sense of taste, we need to pay attention to the changes in the market, retail terminals, consumption fashion and materials and processes. The new space brought by these changes to the packaging design combines with the brand culture to make the sense of taste of the goods

the packaging design is carried out in a limited picture, which is a spatial limitation. At the same time, packaging is recognized by buyers in a short time in sales, which is a time limitation. This kind of space-time restriction requires that the packaging design should not be blind and comprehensive, and everything should be put on it, which means nothing. The design must be "simple but not simple, simple but not monotonous". The key point is to compare and refine the relevant data of goods, consumption and sales, so as to improve the taste sense and sales volume of the product

I think everyone has seen some Japanese packaging. Their design generally gives people a feeling of purity and conciseness. They use the essence of design and products to achieve artistic effects, which is fashionable and practical. They have one thing we should learn from, that is to design by integrating Eastern and Western cultures. As a Chinese design, it should also have Chinese characteristics, which depends on how we use it flexibly. Learning is the road we must take now. Only in this way can we design fashionable packaging products with Chinese characteristics

Zhu Ning (design department, Academy of fine arts, Hunan Normal University)

food packaging causes taste cues by vision

when you walk into the supermarket and face a large number of food, what makes you buy this, not that? In addition to advertising, price and other factors, food packaging is also a very important factor. The color of many foods is not beautiful, but through

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