Visual Language Analysis In Product's Packaging

The development of Chinese economy keeps increasing rapidly. In this environment people from all the sectors is looking for more reasonable model for progress. Packaging design is a specific knowledge of transferring the characteristics of products to consumers. It is a complex of aesthetics, engineering, mechanics. Nowadays, in order to maximize the interests, they prefer to imitate or copy directly from the similar foreign packaging design without deeply understanding core idea and not analyzing the needs of the domestic targets. The local packaging design stays on the surface. After the economic blossoming period it is landing to a steady time. Then without the holistic knowledge system will collapse fast.To optimize the domestic packaging sector it is necessary to analyze the visual language factor which impacting the consumer a lot. A suitable visual language presents the function of packing effectively. Consumers understand the products inside the package through the visual and external way immediately. The writer starts with the relationship among products, package and the visual understanding of the consumers, and takes a perspective of design thinking to study and discuss the principle and the regulars of visual language in packaging design. Then come after with the effective methodology of visual design. That could be doable criteria facilitating the future practical projects.Packaging design is a application of visual communication of design thinking process which focusing on the products. The writer did a survey about sense of visual understanding of the consumer to prove there is a practical meaning to use visual language in packaging. Then it demonstrates the composition and structure of production centre packaging design. With the common content, it introduces the specificity of packaging from the directions of production design, visual communication, conception, design management.To analyze the subject further, the writer traces the origin of the visual cognition and points out that visual language is influenced by the feature and the format of thoughts such as the image in brain, expressing meanings, perception, innate structure of brain, visual thinking, etc. After that it shows the information transferring process between sender and receiver in visual communicating, concludes the differentiations from different group of receivers, and explains theirs'misunderstandings of visual language. The multi-angels works make a pre-step for discovering visual language in packaging design.In terms of visual language in packaging design, the research should be base on the formation and the structure of package, should follow the cognition of receiver, and should go deeper in 3 main fields of visual language which are illustration, color and character. It benches real cases from market, elaborates the specific process of visual language developing, figures out the unique characteristics of visual language in packaging. For instance, visual language maintains the lineage of brands, activates the consumer, interacts with them and increases consumer subconscious of social responsibility. After all it will generate positive effects about the society.With all the discussion and analysis, the author looks forward seeing the results could improve the consensus in this field. By analyzing the each step of design thinking from EU, domestic designers would concludes a entire system of packaging design methods and expects the future design could focus on targets, user, objects, personal and professional skills to improve the average level of local design, optimize the economic development.