Second, the development of packaging design localization
Twenty years ago, China's packaging design had just begun, and it was developed under imitationism under the guidance of the theory of “taking in.†Since the 1980s, China's packaging design industry has not stopped learning about Western design culture. With the development of economy, the continuous deepening of international cultural exchanges and the large number of foreign products have entered the country, which has a tremendous impact on the localization concept and practice of packaging design. In the 1990s, the flourishing scene of various cultural exchanges reflected our desire for a state of mind. The design culture and ideas in the sense of Western languages ​​have been applied to China's packaging design field to varying degrees, and have become the reference system for packaging design, and have become an important driving force for promoting the development of China's pretend design. However, we should also note that this cultural introduction in many aspects of packaging design is only the mechanical handling of Western design languages. Because of its scientific nature and advanced nature, Western design culture deserves our learning. However, how to learn and learn is a question worth considering.
(A) The value orientation of packaging design culture. Packaging design has always been an integrated system of social and cultural integration. The romance of French perfumes, the rational and rigorous design of Germany, and the delicate and sensual nature of Japanese traditional culture. Coca-Cola is a cultural value orientation of the United States. From the bottom of the design, it is 'the different cultural characteristics of different ethnic groups. The author felt deeply in the practice of packaging design. When we learn from the Western advanced design culture, we cannot only focus on visual language. We should note that advanced design culture and creativity lie in its practical character and contextual orientation, because it always establishes its own value according to specific social and cultural conditions and historical development needs.
The development of modern packaging design in Japan is inseparable from the introduction of Western design culture. In the 1950s, the modern design thought represented by Bauhaus had a huge impact on the packaging design community in Japan. In particular, the “Swiss style†was more refined in its expression language and more elegant in its expression. The richness has a common cultural value orientation with the delicate and sensual nature of Japanese traditional culture, and it has become very popular. While focusing on internationalization, Japan's packaging design always adheres to the localized cultural characteristics. It is the absorption, digestion, and re-creation of advanced design culture that makes Japanese packaging have a distinctive national style. Packaging design is an important part of human cultural activities and embodies the positive and creative behavior of the human mind.
The development of contemporary packaging design in China under the influence of the multicultural context of the information age on the packaging design of China, we must grasp and adhere to the culture of packaging design, and excavate and sort out the excellent and rich cultural connotations in Chinese packaging design, and put traditional cultural ideas into practice. The essence combines organically with the elements of contemporary design. The value orientation of packaging design culture is discussed in the following four aspects: first, there must be a stable basic cultural pattern for packaging design, and we must continue to inject new liveliness into social culture, and we must constantly produce a new look that is in sync with the times. .
In other words, the value orientation of packaging design culture has obvious characteristics of advancing with the times. One is the human need for material life. That is, human beings should constantly improve their own living environment and quality of life. For example, transportation, marketing, preservation, and storage in the production and living processes must all be guaranteed by packaging design. This demand encourages people to invent and create, and promote the progress of technology and art. The result will inevitably lead to new packaging design results. The other is the demand of human beings for spiritual culture. Packaging design as a cultural medium carries the national cultural spirit of a country through packaging design images, such as social ideology, aesthetic tendency, moral ethics, and folk custom. Since entering the commodity society, people have sought a popular and vivid method of communication and exchange for the fruits of their labor. In terms of its packaging, it has become an important medium for transporting goods, guaranteeing the quality of articles and conveying information. The packaging itself is the fruit of the spiritual civilization of human material civilization. Mankind has also used this achievement to create a new mode of thinking. Secondly, packaging culture aims at pursuing efficiency, function, and aesthetics. It is an integrated form of decoration design and packaging engineering. Because the external interface of the packaging appeals to the human visuality with a direct, artistic image, it can guide people's consumption choices and improve fashion consumer tastes in merchandising activities.
The packaging culture form can be understood from three levels: From the aspect of utensils, it is the sum of packaging design activities, it is a product form that can be perceived, grasped, has a material entity, and also forms the basis of the entire packaging culture, mainly in marketing. for purpose. The creative activities of comprehensive social, economic, artistic, and psychological factors reflect people's perception of and degree of creativity as a unity of creation and aesthetics, as well as the level of development of productive forces at a certain social stage. From the institutional perspective, packaging design is a socialized activity, and in the long-term production process, it has formed policies, regulations, standards, and procedures that are guaranteed and promoted. Social system norms are established in the organization and management. Although they are not directly related to cultural resources, their nature and development level are ultimately determined by the way in which people and cultural resources exchange energy. From a spiritual and cultural perspective, spiritual culture is the long-term value, thinking, and moral sentiment cultivated by humans in social practice and awareness activities.
The packaging culture will specifically reflect people's requirements, desires, emotions, perceptions and judgments in the process of purchase and use. At the above three-tiered cultural structure level. The artifact layer and the institutional layer are exposed to external material forms. Easy to grasp. The spiritual and cultural layers are reflected in the psychological depths of individual individuals and groups and are difficult to grasp. In the study of packaging culture, we must conduct dynamic research from the interaction of multidimensional structures of cultural forms, so as to correct our understanding of the point of view, to more profoundly understand and grasp the consumption mentality of the packaging design market, and to guide our design practice; Then, the functional value of packaging design in the cultural sense can be viewed from different angles. Here mainly refers to the relationship between people and things.
The relationship between the environment of things and things and people is to adapt to the requirements of nature and society. This is embodied in the analysis and analysis of the two major goals of packaging in the circulation process: protection of products and promotion of product sales. Reasonable use can improve the value of packaging products. Whether it is a large appliance or a small daily necessities, the rationality of the packaging must be taken into consideration, and the physiology and acceptance requirements of human beings in ergonomics should be met, so that consumers can experience Packaging improves lifestyle and quality of life. At the same time, people's creative thoughts and design motives will be promoted through the actions, experiences, and experiences of the self-action accumulated in the process. Transportation includes displacement activities of packaging products during manufacturing, storage, and sales, such as a reasonable form factor. Quantitative assembly will affect the energy efficiency in the packaging process. This function requires a certain choice of materials, materials, dimensions, quality, and shape of the packaged product. Marketing mainly includes the purposeful activities of regional agents and retailers to promote sales effectiveness, requiring that packaging be easy for store and shelf storage, packaging containers can be easily used for turnover, and finally, the aesthetic form of packaging design mainly refers to form and color. Material, form and shape are the expressions of the inner nature of things under certain conditions. Including form and modality. The packaging form shows its own independent value under the premise of function and purpose. The research on assurance forms not only relates to communication and identification, but also to people's psychological feelings until awareness, because we see the cultural meaning of the form is extracted from the packaging style of the essence of the state.
As Arnheim stated in his book "Art and Visual Perception," "The visual image is never a mechanical copy of a perceptual material, but a creative grasp of reality. The image it grasps is rich in imagination. The image of sexuality, creativity, and acute beauty. The activities of watching the world have been proved to be the interaction between the nature of external objective things and the nature of the viewer.†Color. Color has a certain social and psychological effect, because people's perception is constant, organized, associative, and active. The psychological effect of color is the induction form that occurs between people and color. As the color of association. The concept of abstraction directly associated with color is the association of relationship and meaning. Because people's way of thinking is deeply influenced by a national culture. Different societies, different environments, and different knowledge structures bring about obvious differences between people and between peoples and nations. Take yellow as an example. The Eastern representative is distinguished and bright, and Western Christianity is considered shameful; if red, the East symbolizes warmth, auspiciousness, and positiveness, while the West symbolizes sacrifice as a battle. Material. Refers to the raw materials used in the packaging design. Different eras, cultural backgrounds, and different regions have different choices for the use of packaging materials.
Chinese packaging products use more natural materials. Packaging made of bamboo, wood and paper is more intimate than metal and plastic. For example, the forms of palm kernels and gourd tea have a large number of reasonable functional factors. Traditional human culture, local taste and natural taste in the traditional packaging culture provide a richer source for our design. Packaging design is an important cultural phenomenon. Its cultural connotation is not only a device of specific cultural symbols, it will embody the designers' understanding and experience of natural society and human culture. We must further improve the cultural mechanism of the main body of packaging design, and improve the information dissemination capabilities of cultural carriers for packaging design. American writer Clarke pointed out that "culture includes various explicit or implicit patterns of behavior and constitutes outstanding achievements of human groups, including achievements embodied in artificial products." In the development of packaging design, accurately grasping culture and function, History and Reality, Ethnic Culture and Foreign Culture. The interactive relationship between design concepts and packaging symbols and other factors in the design creation can enable the external interface of the packaging to appeal to the human vision with a direct and artistic image, thus in the commodity marketing activities. Guide people's consumption choices and improve fashion consumption quality.
(b) One-sided understanding of customary traditions. The development of packaging design cannot be separated from the soil of traditional culture. But development must be pioneering and innovative in maintaining traditional continuity. “Designing with living and natural culture is a fundamental design; designing with culture and art is a true design.†Learn advanced design experience from the West, take traditional culture as a foothold, and use modern design as a means of expression. It is the use of ancient times, and foreign use of Chinese, in order to introduce new ideas. The localization of packaging design is not simply a retro of national culture, but it is re-manufacturing and re-development while assimilating traditional art culture and integrating new culture.
The customary tradition is our one-sided understanding of traditional culture. It not only uses several traditional patterns and several traditional types of characters, but also integrates the essence of traditional Chinese culture into Western modern design concepts. But it should be emphasized that this kind of blending is not a simple sum, but a fusion of profound understanding of Chinese culture. Like the logo of the Bank of China, the whole is concise and smooth, and it is full of the sense of the times. It contains the ancient Chinese money. Coincidence with the meaning of the heavenly place. A clever "zhong" in the middle highlights the Bank of China's signboard. This can be described as a classic idea of ​​cohering the Eastern and Western ideas.
Packaging design is the common product of economic activities and social historical and cultural accumulation. On the one hand, it can promote economic development and not only meet people's spiritual needs. On the other hand, packaging design brings not only spiritual pleasure and enjoyment, but it can promote healthy value orientation and inherit culture.
With the development of economy, the changes of history, the progress of civilization, the continuous evolution of science and technology, and the continuous integration and extension of foreign culture, packaging design must be based on life, above life, and more widely applied to all aspects of life. Develop and pass on culture well.
Huang Xun Jiangxi Science and Technology Normal University
"Journal of Jiangxi Science & Technology Normal University"