As one of the three major elements in graphic design, text is the most commonly used tool for transmitting information. Because of its universality and popularity of applications, its design concepts and communication functions are often overlooked. However, when texts convey product information and corporate image and establish product brands, they are often the most easily accepted by the audience. At present, the identification systems in the most widely implemented CI enterprise development strategies in the world use the standard fonts of the company name and logo as the unique identification of the company.
For example, Beijing’s 100-year-old “Tong Ren Tangâ€, “Thousand Hallsâ€, “Wan Quan Tangâ€, “Yong An Tangâ€, and Tianjin’s “Da Ren Tang†all have their unique Chinese characters as the fixed logo of the company. Therefore, it can be said that the text's message transmission function is innate, and the text itself is the best image media.
Throughout the ages, Chinese characters have established immeasurable contributions for recording and disseminating Chinese medicine culture.
As of today, drug containers in various parts of the country are still bearing (or directly writing) the name of the decent and straightforward drug in order to provide real-quality, purely authentic Chinese medicinal properties and chemical functions. The different styles of calligraphic art that have been transformed from Chinese pictographs are more widely used in today's Chinese and western pharmaceutical packaging designs. For example, “Liangying Pill†produced by Shanghai No.1 Traditional Chinese Medicine Factory uses blue hardcover books as decoration. The main tone of the book is written in three lines: "Liu Ying Pill," a clear and beautiful book. It is black and white, with a simple and simple color. It has a strong visual impact and a good sense of meaning. It makes people feel that this is authentic. Traditional products. Another example is the concentrated pill products exported from the Henan Wanxi Pharmaceutical Factory. The decoration uses a solid composite color as the background color, and the smooth and smooth color line layer jumps out of the vigorous title of the librarian, and the sides are matched with neat and standardized Songs: Medicine, Millennium Classic." The style is simple and elegant, implicit and profound, both modern and strong traditional cultural connotation. Using the contrast of the visual contrast between the background and the text, the brand's memory points are strengthened and the audience's psychological resonance is enhanced. Nowadays, in the dazzling pharmacy containers, the name of the calligraphy of the dragon flamboyant dance can be unambiguously recognized as a Chinese medicine product. Chemicals are also being gradually imitated on the packaging. In a sense, calligraphy has become a unique identifier on pharmaceutical packaging.
Drugs as a special commodity for disease prevention and treatment, the text description on the packaging is the physician, pharmacist prescribing medicine, the basis for the treatment of patients with drug selection, has a serious legal significance in medicine.
According to our country's regulations, the pharmaceutical product name, specification, main ingredient, dosage form, content, function, function, dosage, taboo, toxic and side effects, precautions, amount, production unit, and provincial (city) drug supervision department must be indicated on the pharmaceutical packaging. More than 17 items such as approval number, production batch number, storage period, expiry date or expiration date, registered trademark, etc. Such a wide range of textual content must be reflected in the packaging of pharmaceuticals. It requires the production enterprises and packaging designers to use their brains to position themselves according to the trend, distinguish between the primary and the secondary, and organize them in a unified manner. According to the basic principle of the plane design point, line, and plane combination, based on the principle of service that is helpful for the user to distinguish between different types, the use of various forms of expression of characters, such as font variation, color contrast, etc., strengthens the rendering of brand names, brand names, etc. Memorizing points, on the premise of ensuring the integrity of the content, boldly sum up and classify and express, and make an overall arrangement of all expressed textual content to ensure that the patient's medication is safe and effective.
Innovation is the soul of a nation’s progress, and it is also a driving force for cultural development. As an important part of Oriental culture, Chinese characters also need continuous innovation and development. With the rapid development of science and technology and the increasingly prosperous market economy, how to improve the performance of Chinese characters in commodity circulation, packaging and decoration, and constantly expand the scope of their application has become a permanent issue for the majority of design workers. Based on the characteristics of products, corporate image, market rules, and audience psychology, bold combinations of words, characters, figures, letters, and letters are used in the words, using deformation, discoloration, stroke specificity, and shape. Exaggeration and Other techniques reflect the artistic charm of the font. In the design style, we break the traditional pattern of Chinese characters and the stereotypes and customs of design ideas. We promote national culture without sticking to conventions. We can absorb foreign essence without imitating it. We can draw on ancient and modern Chinese and foreign cultural quintessence to make Chinese characters more brand expressive and at a high level. The font image creates a good brand image. As with color and pattern representation techniques, text also requires designers to continuously study the trends of the times, market demand, consumer psychology, product quality attributes, packaging materials, packaging of similar competitive products, and other factors, and design product names according to product characteristics and characteristics. Deformation, composition, or inviting celebrities to write titles, to create a unique text body language, with distinctive brand personality, to maximize the brand's visual impact and the audience's psychological penetration. In this respect, there are many examples of success. For example, a “diuretic pass†produced by a pharmaceutical factory in Hubei Province, in the front of the package, it leaps out the names of the three variants of the blue variant art characters that are similar to each other, giving people a sense of relaxation. Smooth feeling, all of a sudden, the “diuretic†function of medicines is reflected; Shanghai “Shi Shikangâ€, produced by Squibb, highlights a “gold†variant pattern in the orange-colored image, with the name and pattern. Blend into one, forming a unique font image, producing a good visual effect. Another example: In Chongqing Tong Junge's “Lion Pill,†the pill box flies out a vigorous and powerful lion's name in a vigorous and disrespectful lion sculpture background. This product impotence pharmacological properties.
With the development of modern social civilization and scientific and technological progress, natural medicines are increasingly favored by all countries in the world because of their low toxic and side effects and low development costs. In particular, the progressive understanding of traditional Chinese medicine by Western developed countries has provided new opportunities and challenges for the modernization and internationalization of Chinese medicine. Some developed countries, such as Japan and South Korea, rely on their advantages in science and technology and capital to actively develop proprietary Chinese medicines and seize the international market. In this regard, China's traditional Chinese medicine production and operation enterprises must not take it lightly. Faced with fierce competition in the domestic and foreign pharmaceutical markets, our pharmaceutical manufacturers must clearly understand the situation, improve every aspect of drug packaging, give full play to the semantic meaning of Chinese characters and the changing artistic charm of pictographs, and turn pharmaceutical packaging into a beautiful one. fine.