Drugs are commodities, but they are different from any commodity because they can prevent, cure and have a direct relationship with life. Therefore, when we were engaged in pharmaceutical decoration design, we felt that it was consistent with the basic elements of general product packaging design, and felt the unique charm of drug design. There are many restrictions that other types of goods do not have in the design of pharmaceuticals. Drugs and decoration design must be in the "square" area, providing doctors and patients with all aspects of information. For example, the Chinese name and Latin name, capacity, effective ingredients, usage and dosage, precautions for use, effective time, drug approval number, manufacturer's mark and name, and address of the drug must be indicated in detail. In addition, for dangerous drugs and highly toxic drugs, they must also be given standardized expressions in words and specific graphics. Due to the strict restrictions imposed by the above regulations, the packaging graphics and color design of pharmaceutical products must not be as dazzling, unrestrained, and flexible as food and other commodities. It is also due to many constraints and regulations that designers spend much effort in Western medicine design, which is the main reason for the lack of novel changes in Western medicine decoration design. How to make breakthroughs in Western medicine packaging design, and the ingenuity of the similar drug design, make the product stand out from many designs, and the graphics and colors in packaging and decoration design will become the most important factor.
First, the western design of graphic design has a very strong nature of visual communication design. Because the medicine itself is not many in shape, and the figurative appearance of the western medicine is even less, Western medicine can seldom be expressed with realistic graphics and photographic images, which makes the Western medicine graphic design away from the category of other kinds of product graphic design, and also makes Western medicine. Similar to cosmetic design. Western medicine is produced using advanced science and technology under good and strict sanitary conditions. It gives a sense of high-tech products and symptomatic rapidity and precision. Therefore, the "purification" of the graphic design feels crucial. In the past in Western medicine design, designers blindly pursued the so-called “beautiful decoration†and caused Western medicine to lose its “simple, powerful, scientific and quick†features. Cumbersome, rough, and dark images are hard to reminiscent of high-tech products. Western medicine packaging is no longer competitive on today's wide variety of retail shelves. What emerged as a new force is the graphic image expressed by the method of dot and line surface. Due to the sensibility of abstract synthetic expression of chemical synthesis, more and more western medicine packaging adopts and accepts this expression method. The basic elements of point, line, and surface create a large number of compositions expressing rich abstract meaning through repetition, approximation, specificity, emission, intensiveness, contrast, etc., and the resulting rhythmic, rhythmic, balanced, and coordinated form aesthetics make The purchasers enjoyed the sensory enjoyment of the beauty, strengthened the patient's understanding and trust in the drugs, and promoted the purchase of the use. Therefore, the abstract graphics in the western medicine design graphics have become the mainstream of graphic design.
However, does western medicine packaging continue to go blindly to "abstract"? The meaning of design itself is a new creation. Imitation can only make the vitality of the product itself shrink. Because simple point-and-line graphics are prone to “Leigang†when used excessively, drugs lose their “personality†due to the “commonalityâ€. Therefore, a new realistic method appears in the graphic design of drugs. . Western medicine is characterized by its extremely targeted nature and acts on all parts of the human body. The human body's various organs and lesions, such as the use of photorealistic methods to express, will make people feel "not beautiful" and "uncomfortable", but also in the "square" of the drug screen, it is difficult to clearly express the use of realistic techniques. Therefore, the new realistic leftist is expressed in a highly generalized and simplified graphic and animated form. This kind of realism is subtle and concise. Due to its simplicity, it also creates a sense of high-grade and elegant graphics. Some graphics also have animations. The sense of humour, such as "Bundi Band-Aid," and the dynamic and dynamic appearance of the finger in animated form, make people appreciate the thoughtfulness of the manufacturer in a smile. This successful graphic design has made "Bondi" stand out from many pastes, and users have stimulated the desire to purchase due to the strong impression of the unique image of the graphic. Another example is the image of Japan's "Hong" brand eye-drops design, which uses Egyptian mural-style side faces and special eye patterns and printing processing methods to make it detached from the low-end merchandise feeling of ordinary eye drops. It is different from any realism. The design of the eye pattern reflects the sense of luxury and elegance of "Hong" brand eye drops. In addition, there are some medicines that express the chemical molecular form of drugs in extremely elegant form. Although patients may not understand these molecular structures, they are surprised by the rhythm, dynamics, and rhythm of the lines. The aesthetic beauty of science and technology, which is a high-tech illustration, has made new special drugs from joint ventures or foreign pharmaceutical companies enter the Western medicine market in a condescending manner and become the “authoritative†drugs in the eyes of patients. Therefore, realistic graphics are not simply a continuation of early realistic graphics, but a brand-new creative approach. It embodies the beauty of science and technology and will inevitably make younger generations of designers explore in this area.
In recent years, due to the increasingly fierce competition in the pharmaceutical market, the establishment of a personalized image of pharmaceutical products and the maintenance of a good product image have become important topics in graphic design. CI and the development and introduction of the most important, the abstract concept of corporate strategy, into the visual image of drugs. The first embodiment of the graphic design that led people to design a series of drugs. Some pharmaceutical companies use the same logo or unified graphics to distinguish different products of different series by different colors. All products of a company or a pharmaceutical factory use the same logo or graphic method to strengthen the company’s overall image. It is effective and has a great visual impulse in the sales process. However, using color alone to distinguish drugs cannot be said to have no limitations. Because most people can clearly identify the color of the eye can only be at least twenty species, and each person's color is different, the identification of weak color is difficult. The difference in the space light source for medicines at the sales office makes it difficult to identify the individual medicines with the color. Therefore, some manufacturers have adopted a uniform graphic design on the packaging of drug series, and put a unique symbolic image of the drug on the prescribed position to distinguish different types of drugs in family packaging, even if different drugs are used. The same color is also distinguished by having different symbolic graphic symbols. In this way, it not only highlights a certain drug personality, but also serves as a “serialized†family design, because the unified screen design gives people a sense of harmony, and has a multiplier effect on the establishment of corporate image. Introduce drug design graphics with CI, which has greatly enriched the modeling language, graphic design with unique meaning of medicine, graphic design with company logo as the main body, business management content, corporate culture, business philosophy, product modeling The graphic design for the subject matter and the graphic design combined with the combination of the above factors have opened up infinite opportunities for graphic designers, enabling the graphic design to move from a single idea to an integrated concept. Graphic design has thus emerged from the personal world of the designer. , And with the enterprise, product, market, sales integration. This method of “cultivating the image†on pharmaceutical packaging will advance the breadth and depth of multi-element design of pharmaceutical design images.
Second, Western medicine decoration color design as the visual language to convey the elements, in Western medicine design and graphic design is equally important, color mining has the effect of emphasizing graphic design language. In medicine packaging, especially Western medicine packaging design, the most important prerequisite is to give people a feeling of cleanliness, safety, reliability, and good quality. These are consistent with the "purification" of western medicine graphic design. Western medicine has color and medicine The big difference is that it uses traditional colors, merchandise colors, and thick colors that are commonly used in the design of proprietary Chinese medicines. Western medicine's tone is light, cool, and sensible, full of high-tech sense and modernity. Color generally tends to blue and blue. Green and other cool, and more use of silver gray and pure white to coordinate. For example, the eye-drops design pursues a refreshing and demure feeling, and the hi-laced armor is clean, refreshing, cool and cool, avoiding irritating colors and contrasting colors. Sedatives and antipyretic agents use blue for reminiscing of calmness and contraction. However, according to the different nature of medicines, different curative effects, and different preferences of different groups of people in color, we must not blindly "cold." For example, the quest for vitality and strong vitamins, because it reminds people of vitality and expansion, while at the same time as the drug also means guardian, it should be combined with red, yellow and white. Another example is that some disinfecting lotions are related to white, Water , and the sun, and often use white, blue, and red to express their traits. Some children’s medicines are aimed at children’s fear of medicines and the purchase of children’s medicines is basically a feature of young mothers. The choice of colors is based on the chocolate, pink and orange colors that young women and children like. The colors are often present. A "sweet" taste. The common drugs for elderly patients, taking into account the mental state of the elderly population after the illness, to avoid using a large area of ​​black, in order to avoid association with death. Under the combined effects of physical and psychological, colors have "unpredictable" characteristics. For example, young people like novelty, fashion, and stimuli. They like the contrast between very few colors used in medicine, including large areas of black and white contrast. The "white and dark" cold medicine that appears on the market today is a successful design that uses people to be sensitive to color and uses color to make a difference in efficacy and stimulate novelty. Therefore, the so-called "good" color has lost its insurance coefficient. , with personalized color design will win the market.
In the use of color drugs, but also pay attention to the "functionality" of color. For example, green and blue are used as medicines to design colors, while older people are almost impossible to read the above explanatory texts; overly stimulated fluorescent colors also make it difficult for elderly patients to accept and produce physical and psychological exclusion. In addition, the variety of instructional texts on pharmaceutical packaging also needs to pay attention to the contrast of colors, and carefully use high-contrast text with strong contrast of black and white.
First, the western design of graphic design has a very strong nature of visual communication design. Because the medicine itself is not many in shape, and the figurative appearance of the western medicine is even less, Western medicine can seldom be expressed with realistic graphics and photographic images, which makes the Western medicine graphic design away from the category of other kinds of product graphic design, and also makes Western medicine. Similar to cosmetic design. Western medicine is produced using advanced science and technology under good and strict sanitary conditions. It gives a sense of high-tech products and symptomatic rapidity and precision. Therefore, the "purification" of the graphic design feels crucial. In the past in Western medicine design, designers blindly pursued the so-called “beautiful decoration†and caused Western medicine to lose its “simple, powerful, scientific and quick†features. Cumbersome, rough, and dark images are hard to reminiscent of high-tech products. Western medicine packaging is no longer competitive on today's wide variety of retail shelves. What emerged as a new force is the graphic image expressed by the method of dot and line surface. Due to the sensibility of abstract synthetic expression of chemical synthesis, more and more western medicine packaging adopts and accepts this expression method. The basic elements of point, line, and surface create a large number of compositions expressing rich abstract meaning through repetition, approximation, specificity, emission, intensiveness, contrast, etc., and the resulting rhythmic, rhythmic, balanced, and coordinated form aesthetics make The purchasers enjoyed the sensory enjoyment of the beauty, strengthened the patient's understanding and trust in the drugs, and promoted the purchase of the use. Therefore, the abstract graphics in the western medicine design graphics have become the mainstream of graphic design.
However, does western medicine packaging continue to go blindly to "abstract"? The meaning of design itself is a new creation. Imitation can only make the vitality of the product itself shrink. Because simple point-and-line graphics are prone to “Leigang†when used excessively, drugs lose their “personality†due to the “commonalityâ€. Therefore, a new realistic method appears in the graphic design of drugs. . Western medicine is characterized by its extremely targeted nature and acts on all parts of the human body. The human body's various organs and lesions, such as the use of photorealistic methods to express, will make people feel "not beautiful" and "uncomfortable", but also in the "square" of the drug screen, it is difficult to clearly express the use of realistic techniques. Therefore, the new realistic leftist is expressed in a highly generalized and simplified graphic and animated form. This kind of realism is subtle and concise. Due to its simplicity, it also creates a sense of high-grade and elegant graphics. Some graphics also have animations. The sense of humour, such as "Bundi Band-Aid," and the dynamic and dynamic appearance of the finger in animated form, make people appreciate the thoughtfulness of the manufacturer in a smile. This successful graphic design has made "Bondi" stand out from many pastes, and users have stimulated the desire to purchase due to the strong impression of the unique image of the graphic. Another example is the image of Japan's "Hong" brand eye-drops design, which uses Egyptian mural-style side faces and special eye patterns and printing processing methods to make it detached from the low-end merchandise feeling of ordinary eye drops. It is different from any realism. The design of the eye pattern reflects the sense of luxury and elegance of "Hong" brand eye drops. In addition, there are some medicines that express the chemical molecular form of drugs in extremely elegant form. Although patients may not understand these molecular structures, they are surprised by the rhythm, dynamics, and rhythm of the lines. The aesthetic beauty of science and technology, which is a high-tech illustration, has made new special drugs from joint ventures or foreign pharmaceutical companies enter the Western medicine market in a condescending manner and become the “authoritative†drugs in the eyes of patients. Therefore, realistic graphics are not simply a continuation of early realistic graphics, but a brand-new creative approach. It embodies the beauty of science and technology and will inevitably make younger generations of designers explore in this area.
In recent years, due to the increasingly fierce competition in the pharmaceutical market, the establishment of a personalized image of pharmaceutical products and the maintenance of a good product image have become important topics in graphic design. CI and the development and introduction of the most important, the abstract concept of corporate strategy, into the visual image of drugs. The first embodiment of the graphic design that led people to design a series of drugs. Some pharmaceutical companies use the same logo or unified graphics to distinguish different products of different series by different colors. All products of a company or a pharmaceutical factory use the same logo or graphic method to strengthen the company’s overall image. It is effective and has a great visual impulse in the sales process. However, using color alone to distinguish drugs cannot be said to have no limitations. Because most people can clearly identify the color of the eye can only be at least twenty species, and each person's color is different, the identification of weak color is difficult. The difference in the space light source for medicines at the sales office makes it difficult to identify the individual medicines with the color. Therefore, some manufacturers have adopted a uniform graphic design on the packaging of drug series, and put a unique symbolic image of the drug on the prescribed position to distinguish different types of drugs in family packaging, even if different drugs are used. The same color is also distinguished by having different symbolic graphic symbols. In this way, it not only highlights a certain drug personality, but also serves as a “serialized†family design, because the unified screen design gives people a sense of harmony, and has a multiplier effect on the establishment of corporate image. Introduce drug design graphics with CI, which has greatly enriched the modeling language, graphic design with unique meaning of medicine, graphic design with company logo as the main body, business management content, corporate culture, business philosophy, product modeling The graphic design for the subject matter and the graphic design combined with the combination of the above factors have opened up infinite opportunities for graphic designers, enabling the graphic design to move from a single idea to an integrated concept. Graphic design has thus emerged from the personal world of the designer. , And with the enterprise, product, market, sales integration. This method of “cultivating the image†on pharmaceutical packaging will advance the breadth and depth of multi-element design of pharmaceutical design images.
Second, Western medicine decoration color design as the visual language to convey the elements, in Western medicine design and graphic design is equally important, color mining has the effect of emphasizing graphic design language. In medicine packaging, especially Western medicine packaging design, the most important prerequisite is to give people a feeling of cleanliness, safety, reliability, and good quality. These are consistent with the "purification" of western medicine graphic design. Western medicine has color and medicine The big difference is that it uses traditional colors, merchandise colors, and thick colors that are commonly used in the design of proprietary Chinese medicines. Western medicine's tone is light, cool, and sensible, full of high-tech sense and modernity. Color generally tends to blue and blue. Green and other cool, and more use of silver gray and pure white to coordinate. For example, the eye-drops design pursues a refreshing and demure feeling, and the hi-laced armor is clean, refreshing, cool and cool, avoiding irritating colors and contrasting colors. Sedatives and antipyretic agents use blue for reminiscing of calmness and contraction. However, according to the different nature of medicines, different curative effects, and different preferences of different groups of people in color, we must not blindly "cold." For example, the quest for vitality and strong vitamins, because it reminds people of vitality and expansion, while at the same time as the drug also means guardian, it should be combined with red, yellow and white. Another example is that some disinfecting lotions are related to white, Water , and the sun, and often use white, blue, and red to express their traits. Some children’s medicines are aimed at children’s fear of medicines and the purchase of children’s medicines is basically a feature of young mothers. The choice of colors is based on the chocolate, pink and orange colors that young women and children like. The colors are often present. A "sweet" taste. The common drugs for elderly patients, taking into account the mental state of the elderly population after the illness, to avoid using a large area of ​​black, in order to avoid association with death. Under the combined effects of physical and psychological, colors have "unpredictable" characteristics. For example, young people like novelty, fashion, and stimuli. They like the contrast between very few colors used in medicine, including large areas of black and white contrast. The "white and dark" cold medicine that appears on the market today is a successful design that uses people to be sensitive to color and uses color to make a difference in efficacy and stimulate novelty. Therefore, the so-called "good" color has lost its insurance coefficient. , with personalized color design will win the market.
In the use of color drugs, but also pay attention to the "functionality" of color. For example, green and blue are used as medicines to design colors, while older people are almost impossible to read the above explanatory texts; overly stimulated fluorescent colors also make it difficult for elderly patients to accept and produce physical and psychological exclusion. In addition, the variety of instructional texts on pharmaceutical packaging also needs to pay attention to the contrast of colors, and carefully use high-contrast text with strong contrast of black and white.
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