Talk about the sense of touch in packaging design

[China Packaging Network News] Under normal circumstances, consumers in the identification and selection of goods, packaging as a first impression will often become their important basis. The packaging has visual communication function, can guide consumers to correctly identify the goods, purchase goods, thus completing the convenience brought by the packaging. Only by correctly using the visual communication function of the packaging to design our own packaging well, can we make the packaging Better serve our lives. The tactile sense of the package is caused by the material of the package, its texture and the texture of the surface of the package. Its different feelings convey different information and judgments to us.

1, as the sense of touch

Any material in the world is composed of different materials. Different materials will produce different tactile feelings and textures on the surface. Texture can be roughly divided into two kinds: visual and tactile. 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, and then compiled and transformed into visual information, which in turn guides later tactile judgments.

2. Visual tactile forms 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; the second is the further innovation based on the first one. It not only considers the selection of its own packaging material, but also The texture of the packaged product's texture is simulated on the outer packaging of the product, enabling the consumer to obtain the recognition and identification of the packaged goods at the first time. This recognition is accomplished through the visual sense of the package.

3, the realization of visual touch into the packaging design means

(1) In the design of commodity packaging, real materials and textures are applied to packaging materials, such as tea packaging, and bamboo tea or pottery is directly used to design 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.

(3) By mimicking a certain kind of texture visual effect through the plane printing technology, it is also possible to introduce the visual sensation concept into the packaging design. From the initial perspective, consumers can use the visual communication of the package to obtain a basic perception of the product and thus 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.

4, summary

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.