Application Of Visual Language Of Flat Illustration In Packaging Design

The development of new media technology and a fast-paced lifestyle have allowed humans to enter an era centered on visual culture.People are bathed in a sea of visual images,and the forms of visualization and imageization have gradually become the world on which people understand,explain and reproduce The way.Under the influence of visual culture,the role of consumers has changed from a passive receiver of a single message to an active filter of diversified information.The visual design of packaging images should meet the habit of fast reading by consumers.Visual language aims to effectively convey product information and brand culture to the public.In this era where everyone is"reading pictures",compared with traditional realistic illustrations,the use of flat illustrations in product packaging visual design seems to be more in line with the trend of the times.This thesis mainly studies the application of the visual language of flat illustrations in product packaging design.The introduction of the first chapter of the thesis is an overview of the research background,the definition of relevant research concepts,the research purpose,the research status,the research content and methods,and the innovations.The second chapter of the thesis mainly discusses flat illustrations.Through combing the historical origin and development context of flat design,grasp the essence of its development.Taking the integration of flat style and illustration design as an entry point,the formation of flat illustration visual content is explained.Analyze the reasons for the rise of flat illustrations and the similarities and differences between flat illustrations and similar painting styles,explore the particularity of flat illustrations and discuss the future development trend of flat illustrations.The third chapter of the thesis analyzes the main visual features and basic visual elements of the flat illustration visual language from the perspective of composition research,and then summarizes the coordination rules between the visual elements.Explain the most common flat illustration grammar,study the typical color matching in flat illustrations,and summarize the matching techniques of colorless,complementary colors and adjacent colors in flat illustrations.Summarize the most frequently used rhetorical techniques in flat illustrations,and explore the potential ideographic functions of flat illustrations.Finally,a brief description of the creative process of flat illustration visual language.The fourth chapter of the thesis studies the application of flat illustrations in packaging design,contrasts and analyzes the differences in visual shape,color and form between flat illustrations and traditional realistic illustrations in packaging design,and discusses the visual language of flat illustrations in packaging design Effectively transmit product information,quickly extend graphic symbols,and highly suit the advantages of fashion aesthetics.Study the basic application principles,application methods and application points of flat illustration visual language in contemporary packaging design.The fifth chapter of the thesis,through the theoretical research on the application of flat illustration visual language in packaging design,designed a set of flat illustration packaging for Yanzhifang cereal brand products,in-depth understanding and understanding of the theoretical results of the previous article.