China is a great country with excellent traditional culture and has created great civilization for mankind. Today's reform and opening up, while we are pursuing modernization, our traditions are becoming increasingly dilute, especially in the packaging industry. It seems that if we take a bit of "foreign" taste, we will approach modernity. Bringing tradition will represent ignorance and backwardness. As everyone knows, traditional culture has experienced accumulation, elimination, and verification for thousands of years before it can become today's style. It cannot be formed overnight. It embodies the spirit and culture of the entire nation.
The traditional culture in packaging design teaching, I think there are the following points:
The choice of themes. The selection of topics with traditional culture, such as the packaging of traditional culture of wine and tea is a very good theme. China's wine culture and tea culture have a long history. People use jars to hold wine, sealed with straw paper and stamped with seals to form the earliest packaging form of wine. Since Lu Yu’s tea was cooked in the Han Dynasty, people began to study tea, and various types of tea packaging appeared one after another. In addition, the packaging of traditional native products in China for a long time, the combination of the shape of wrapper and ornamentation constitutes the earliest form of traditional packaging discovered by mankind so far, and it is also a sign of the long-term history of the packaging of traditional native products. Traditional native products are often hailed as “favorable, rich and distinctive†in the eyes of consumers. The packaging of native products as a traditional form has received increasing attention in the packaging field. It attracts consumers with a unique Chinese style and returning to natural unpretentious charm.
The choice of graphics. The traditional graphic data is selected for graphic design and there are many traditional heritages available. The most common ones are: totems, traditional lace patterns, Chinese paintings, national costumes, folk patterns, folk auspicious patterns, historical and cultural heritage, places of interest, and so on. The traditional ornamentation is widely used in modern packaging. Whether it is used as a shading, main motifs, or trims or horns, it can bring a quaint, fresh breath and a strong sense of decoration. Based on these materials, organize and configure them to form the desired package composition, and explore Chinese traditional images in graphic materials. For example, the packaging design of "Chinese Dragon Wine" and "Longwei Wine" highlights a "dragon" character which is a specific totem image of the Chinese nation. Jiangxi specialty products can be used as the basic graphics of the famous Jiangxi Tengwang Pavilion. At a glance, it is Jiangxi's unique product. Another example is the packaging of pure rice wine. The use of ancient posters as illustrations shows the brewing history of rice wine, so that the entire packaging is fused into a cultural atmosphere.
The design of the font. The font itself is an artistic image with the characteristics of beauty and emotion. In the design can not only meet the text of the legibility and readability, but also should fully mobilize the text of the expression of artistic charm that is decorative text in the form of packaging art. The text originated from the drawing. Mr. Lu Xun mentioned in his "Outside the Text" that "Chinese characters are both characters and paintings." Chinese characters can be said to be symbols of objects and symbols, as well as examples of semantic patterning. There is still no shortage of ideas that are thought-provoking. Looking at the packaging screen, the use of hieroglyphs, Chinese calligraphy, seals, and typographical prints not only shows the style of oriental art but also emphasizes the artistic conception of the picture and the inner thoughts and feelings. For example, the ancient hieroglyphs are a highly generalized picture, giving people an ancient and simple sense of beauty. China's calligraphy has unique charms, such as the ancient grace of Zhangshu, smooth grandness, Li Shishu's "Taishan Carved Stone" and "Stone Carving Stones," leaving behind a decorative flower-like beauty. For example, the folk ceramic series packaging, the main decoration of the entire screen is "Tutao" two calligraphy characters, plus one party Zhu India, the entire package is very fulfilling. The vigorous font makes people think of a long history of products and exquisite workmanship.
Traditional product packaging materials. The packaging of traditional products is to use nature's original materials and recycled materials to package the products. This kind of packaging originates from life and is based on wood, bamboo, straw, soil, stems and leaves in nature, and ceramics, paper, and weaving materials developed on this basis. After many times of selection and elimination of the packaging of the product, the last form of the product is recognized as perfect. Therefore, it is rich in folk features, full of strong local flavor. For example, delicious traditional food dumplings that are familiar to people are filled with various flavors and shades of filling cores among the white glutinous rice. Then they are packed in different ways by using different methods to form a triangular or polygonal shape. In the long-term life, the natural beauty of packaging is crystallized.
Such as the award-winning work in the national excellent packaging and decoration appraisal, Hubei's Xiaoma sesame oil, give full play to the advantages of the local Yichang painted pottery. Another example is Sichuan spicy mold tofu, and the inner packaging is sealed with a metal can. (sealing, vacuum, anti-corrosion, anti-spill) The traditional packaging materials used for linen, paper and rope are repacked, giving people a long history.
Traditional national colors. In terms of color, influenced by Chinese literature and drama, the packaging often absorbs theatrical masks, and the colors of the folk woodblock New Year pictures, especially the “national colors†that are popular with the broad masses of the people—Red, are used to enhance the satisfaction of visual requirements and The traditional, auspicious, warm and festive atmosphere. As the saying goes: "One side raises one person." In our 6,000-year-old civilized ancient country, due to historical reasons, ethnic factors and the influence of living conditions, people formed a special love for the traditional colors of red and green. For example, the villagers in Shaanxi are adorned with bright red and green paper-cutting and enamel paintings in the windows and enamels, and the red wine in the box with red sloping boxes is particularly eye-catching and bright. No wonder the Shaanxi fellows said with passion: "I just love big red and green." Another example is the green Dan Lan cosmetics series packaging, a large area of ​​green with a red logo, full of vitality and youthful atmosphere. Therefore, the traditional colors cannot simply be regarded as a sign of vulgarity and backwardness. She embodies the national consciousness, cultural awareness, and local friendship in the 6,000-year history of civilization of the Chinese nation.
The traditional art forms are represented by modern technologies, full of traditional charm but not obsolete formats, pursue new ideas of design without neglecting the expression of traditional cultural styles, making traditional culture and art more full of charm, modern taste, and tradition. The culture is flourishing and shows a sense of national pride.
Reprinted from: First Vision