[China Packaging Network News] The primary function of packaging design is typically to capture the attention of consumers. However, with the evolution of packaging technology and design, the role of packaging has expanded beyond just materials, textures, colors, and craftsmanship. It now integrates various elements to create a more comprehensive and expressive communication tool. One key aspect of this development is the use of visual touch in packaging design.
The tactile experience of packaging arises from the material, texture, and surface characteristics of the packaging itself. These different sensations convey unique messages and judgments. In packaging design, materials and textures are used strategically to meet specific needs. The concept of haptics—relating to the sense of touch—is increasingly being introduced into packaging design, opening up new areas for exploration.
Visual Touch
Every object is made of a specific material, and each material offers a distinct tactile sensation, which we refer to as texture. Texture refers to the surface appearance of an object, and it can be soft, hard, smooth, or rough. Textures can be broadly categorized into two types: visual and tactile. Even if a surface appears smooth and glossy, it may visually suggest roughness or coarseness, creating a "visual texture." This is known as visual haptics. While actual tactile sensations are based on real physical experiences, visual haptics serve as symbolic representations. These symbols are formed through prior experiences and transformed into visual cues that guide future tactile judgments.
For instance, when people see a cactus with long thorns, they instinctively know it might hurt and avoid it. On the other hand, seeing a baby's soft hands makes people want to touch them. These responses are shaped by our brain’s ability to form judgment symbols based on past tactile experiences, influencing our behavior accordingly.
Tactile Sense of Material in Packaging Design
To ensure a smooth visual experience, all visual elements in packaging should be designed with clarity and impact in mind. Visual objects must be visible, and the information they convey should be easy to understand and relevant to the visual environment. Therefore, the integration of visual haptic elements in packaging design must rely on a strong visual tactile sensitivity, enhancing its communicative power. Packaging serves as the face of a product, and consumers' understanding of the product is largely influenced by its packaging. Thoughtfully incorporating visual haptic information can help consumers make informed purchasing decisions and better recognize the product.
Two Forms of Visual Touch in Packaging Design
The first form of visual touch comes from the natural texture of the packaging material itself—such as soft, hard, smooth, or rough surfaces. Through the visual perception of these textures, a connection and attraction between the product and the consumer are established. This technique is widely used in modern packaging designs. For example, if a designer wants to express the rustic and natural feel of tea, they might use bamboo or wooden materials for the packaging. This not only conveys the product's essence but also helps consumers build awareness and desire for the product.
The second form builds upon the first by incorporating not only the material’s texture but also the texture of the product itself. This approach involves simulating the product’s texture on the outer packaging, allowing consumers to quickly identify and recognize the product. A good example is the packaging of orange juice, where the texture of an orange peel is imitated on the box, giving consumers a stronger tactile impression and helping them distinguish the product from others.
Means to Achieve Visual Touch in Packaging Design
There are several ways to incorporate visual touch into packaging design:
1. Using real materials and textures directly in the packaging. For example, using bamboo or pottery for tea packaging, which is a traditional and commonly used method today.
2. Employing imitation techniques by using common materials like paper, plastic, or glass to replicate the desired texture or product features. This allows for effective visual communication of product information.
3. Utilizing printing technology to simulate the visual effect of a certain texture. This creates a visual haptic experience that helps consumers quickly perceive the product's attributes. For example, candy packaging with printed textures can give a warm and soft impression, meeting the design’s purpose without requiring actual tactile interaction.
The application of visual touch in packaging design enhances the overall communication power of the package. By integrating this concept, designers can create more meaningful and consumer-centric packaging solutions. For more updates, stay tuned to China Packaging Network!
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