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Commodity packaging design must have cultural heritage as the basis
Cultural heritage refers to the foundation and application ability of people's existing material cultural achievements and spiritual cultural achievements. Grasping more cultural achievements, with deep cultural heritage, which is the basis for the design of commodity packaging. Commodity packaging design is based on certain commodity attributes (including physical, chemical and biological attributes of commodities), the physical structure of the commodity, the storage and transportation conditions of the commodity, the conversion of the space distance, and the promotion of the merchandise, etc., from the packaging container. Modeling, material selection, decorative patterns, colors, text descriptions to create a series of thinking and creative production processes for packaging products with specific purposes. The reason why commodity packaging design needs deep cultural foundation is mainly determined by the following characteristics of packaged goods and their design.
Packaged goods have many aspects of functionality. As an appendage for commodity-based products, packaged goods should have many practical functions such as the protection of goods, convenient storage and transportation, and sales promotion. This is the basic starting point and standpoint for the design of packaged goods. The completeness of these multiple functions not only requires the designer to choose the right materials, but also requires reasonable modeling and structure. It also requires packaging and decoration to meet the market induced consumer psychology of promotion. Therefore, commodity packaging design should make full use of natural sciences, social sciences, technical sciences, marketing science, and other aspects of knowledge, and we must combine the application of scientific and technological achievements with the creativity of art.
The aesthetics of packaging design. In modern society, people are not only satisfied with the use of goods for their needs, but also hope to obtain the visual satisfaction or enjoyment of the beauty on the goods and their packaging. Therefore, the design and decoration design of commodity packaging must conform to aesthetic laws and people's aesthetic interests. Moreover, people not only have individual differences in the examination of beauty, especially aesthetic consciousness also has the characteristics of the times, nationality, and internationality. Therefore, product packaging designers should be familiar with the aesthetic principles, understand the aesthetic laws, and make every effort to adapt their design to social beauty, popular beauty and the era of beauty.
Originality of packaging design. As an art product, packaged goods, like other works of art, are a kind of creative work. This kind of creative labor often originates from the designer's subjective factors (cultural heritage). Taking the art of painting as an example, there have been many painters of bamboo paintings, but Zheng Banqiao is the most original artist. Because his poems, books, and paintings are all works, they are called "three absolutes" and their cultural heritage is profound. He "pursues the self-transmitting god through painting." The bamboos under his pen are chaotic. They are seen in the secrets. They are chic, or unrestrained, or sturdy, or upright, or lean, varied, and all have the spirit. He created the "bamboo in the eye" as a "bamboo in the chest," and "painted into a floating place where there is no real soul." This true soul comes from the originality of his chest. The design of commodity packaging must also be original.
The effect of cultural heritage on the design of commodity packaging
The cultural heritage formed by the combination of various elements of modern culture has a direct impact on the design of commodity packaging. The outstanding performance of this effect is that the cultural heritage has the following four aspects of support for packaging design.
Scientific and Cultural Support to Packaging Design. In the modern era, science and technology culture is a high-level cultural system with computer technology at its core. Science and technology, as a system of theorized knowledge system and a special form of social awareness, is not only a powerful means of creating and developing culture, but also an important intellectual support for social production and product development and design. As mankind enters the 21st century, the world is experiencing a high-tech, highly intelligent revolution led by information technology. The intelligent machine (computer) became the representative of this revolution. It materialized intelligence and made high intelligence become high productivity and high design power. For example, in foreign countries, the one-stop design process of product packaging design, structural design, and interior design has long been computerized. Using computer design, the repeated computation, comparison, and modification in the packaging design process are all performed by computers, which can free packaging design from tedious and tedious manual labor and mental work, and can also greatly shorten the design cycle and improve design. Accuracy, so that you can obtain optimal design results. The wisdom of designers is endless, but their working speed is incomparable with that of electronic computers. In addition, computer aided design systems are equipped with multiple text and image screens. Thousands of colors can be generated on the image screen, and it is possible to draw and modify unintentional parts of the shape structure as desired. Looking into the future, computerization of packaging design is an overall development trend. In the future, there will be more specialized auxiliary equipment for design services. If packaging design workers do not have a deep knowledge of science and technology, their research on the commodity market, the selection of new materials, the retrieval of design data, and the compilation of design procedures will be greatly affected. Therefore, modern packaging design requires the intellectual support of science and technology culture.
Aesthetic Culture 's Support to Packaging Design Aesthetics . Aesthetic culture is a social emotional culture led by the subject's spiritual experience and emotional enjoyment. Generally speaking, aesthetic culture is a more advanced spiritual and cultural form based on the actual culture, with the art and culture system as the core. With the continuous advancement of the overall civilization of society, the range of human aesthetic vision and aesthetic activities is constantly expanding and expanding. Under the conditions of market economy, people's demands for the beauty of goods on the market and the packaging of goods have pushed the United States to rush out of purely ideological art halls, and increasingly penetrated into the daily market exchange activities. It can be said that today, with the increasing richness of the material wealth of the society and the improvement of people's cultural quality, people's consumption psychology and the concept of demand have undergone profound changes. When people purchase goods, they not only value the use value and price of the goods, but also pay attention to the added value of goods that are promoted by cultural values ​​such as the aesthetic value, emotional value, and social value of goods and packaging. This is what Japan's "god of business," Matsushita Matsushita said: "In today's society, the era of purely satisfying functional requirements with product performance has long since passed. It must be used in addition to aesthetics. This is a kind of 'beauty'. Cultural standards are also the trend of the era of consumption. "Now, because of the poor quality of the packaging of goods, there are numerous examples of unsold marketing or huge economic losses in terms of export earnings. On the contrary, because of the aesthetic quality improvement of the packaging of goods, the backlog of goods is obtained. There is no lack of examples of the increase in sales or foreign exchange earnings. Commodity packaging design can not be separated from the composition of the use of the use of proportions, the use of proportions, the use of symmetry, the use of balance, the use of flavor, the use of space, the use of harmonic and other aspects of the use of the law of beauty in form; from the modeling structure It is inseparable from the aspects of stability and liveliness, symmetry and balance, contrast and reconciliation, proportion and scale, repetition and echo, rhythm and rhythm, simulation and generalization, change and unification, etc. In fact, it is inseparable from the aesthetic manifestations of various psychological feelings such as the sense of applicability, distinctiveness, quality, cheapness, luxury, sense of novelty, femininity, sense of community, and so on... All this shows that if package designers do not With the aesthetic cultural foundation, it is difficult to create the perfect aesthetic function and the aesthetic value embodied in the packaging of goods in the design.
Moral culture has a vigilant role in packaging design. Moral culture is a kind of "adjustment culture" that regulates people's social behavior and relies on social consciousness and the subject's consciousness to regulate social relations. It is one of the important contents of social culture. In ancient glorious cultures with long history, the traditional moral culture occupies an important position. China has always been known as the state of civilized etiquette. In the ancient literature of Hao Ruyuohai, many famous maxims about self-cultivation and moral cultivation were left behind. For example, "The German is not repaired, the study does not speak, and the sense of righteousness cannot be resettled; if it is not good, it cannot be changed, but it is also my worry". "Dezhe, Zejiaoyu people are not allowed to devote themselves to self-cultivation to see themselves in the world. The poor is alone and Dadu is good. "It is unfortunate to die from virtue and richness," and "it is unethical. Although you can't believe in it, you can't believe it." "Efforts are made to honor the virtues and beheaded;" Qi ""; "For the sake of the country's life and death, because of the misfortunes of avoiding evils" ... The ancients spared no effort to promote moral education and encourage moral cultivation, which undoubtedly provided us with rich thoughts and materials for our modern moral construction today. Packaging design workers have a significant role in alertness. Because the product package and the packaged product ontology is a form and content, between the table and the inside. Whether or not the form and contents, the form and the inside are the same, requires the moral self-discipline of the commodity packaging design worker, or the self-discipline of “moral psychologyâ€, and does not constitute a deceptive packaging of “deficiencyâ€. In the article "On the Moral Foundation of Commodity Packaging," I have used the three principles of "righteousness," "unity," "mutual benefit," and "honesty and trustworthiness" advocated in ancient Chinese moral culture as a socialist market economy. The moral basis of commodity packaging under the conditions, and made a more detailed exposition of these three moral principles. It is true that if the packaging design of goods can use ethical principles to alert themselves, restrain themselves, and not engage in the packaging of "seeing profit and forgetting righteousness". This will play a significant role in preventing the listing of counterfeit and inferior products, creating a favorable market environment, promoting the orderly operation of the socialist market economy, and promoting the prosperity and progress of social production.
Marketing culture guides packaging design. Marketing culture is market management or marketing culture. It is a culture designed to face the rapidly changing market environment, strengthen market research, and adopt effective marketing strategies to carry out marketing activities. Under the conditions of market economy, the content of social marketing culture has become increasingly rich. Its scope of research has been expanded until commodities are produced before they are finally sold and value is realized. It covers a very wide range of content. Including: Exploring prenatal market analysis and forecasting; Formulating post-production promotion tactics and achieving sales; Improving after-sales services and increasing duplication of purchase rates; bringing together consumers to use product ideas and value innovation strategies; exploring technological innovation and developing new products...modern The marketing culture has been closely integrated with many disciplines such as economics, management science, psychology, social consumerism, market forecasting, advertising, and econometrics, forming a comprehensive knowledge. Higher education institutions generally offer marketing programs. Today's social commodity packaging has been used as a promotion method in marketing science, “a container with a psychological influenceâ€, “a factor that influences sales in a considerable programâ€, and “a kind of product for consumers. The basis for the psychological evaluation included in the benefits and utility." Therefore, commodity packaging designers must have the cultural heritage of marketing. Without this cultural heritage, it is difficult to make scientific analysis of marketing environment and consumer psychology; it is difficult to determine the correct marketing strategy based on market segmentation, including product strategy, price strategy, channel strategy, promotion strategy, competition Strategies and diversified business strategies, etc.; it is even more difficult to subdivide the international market and adapt to the increasing trend of economic globalization, so that packaging design is conducive to opening up the international market......
In short, the future of commodity packaging design should give full play to the supporting role of modern science and technology, moral psychology, aesthetic awareness, marketing strategies and other cultural elements. Because of the modern market competition, not only is it limited to core products and product entities, but in addition to the brand and quality, the competitive advantage emphasizes
The basic role of cultural heritage in packaging design
Today, with the constant intelligentization of social productivity, with the socialization of production and the development of globalization, as people’s living standards continue to advance toward high grades and high quality, people are scientizing, art and rationalization of food packaging design. The demands are getting higher and higher. As a result, the design of packaged goods is increasingly based on its profound cultural heritage. Because modern packaging products are both a commodity and an art product, they are the unity of commodity products and artistic products. Packaging goods are not ordinary artisan products. General artisan products are only equipped with certain craftsmanship techniques. The packaging of goods, through modeling and decoration, artistic expression of the designer's intentions, ideas, interest, charm and marketing appeals and so on. Professor Wu Guanzhong, a well-known contemporary Chinese painter, pointed out: "In artistic creation, Lu Yao Zhi Ma Li," this kind of horsepower "power" is often hidden in the cultural heritage.