Abstract: This article believes that inheriting traditional culture, absorbing advanced advanced concepts, and developing beyond traditional culture can make packaging design not only have the traditional Chinese nationality, but also have a universal nature. Each different ethnic culture has created different styles of design, and cherishing and inheriting its own traditional culture and maintaining the continuity of culture are not only the needs of social development, but also the need for Chinese design to go global. Only in the course of the development of design art is it concerned about the precious heritage of traditional culture. While inheriting traditions, it also firmly grasps the attention and pursuit of visual effects in modern society, so that the development of design art can have a stable foundation.
Keywords: nationalization design concept innovation modeling
introduction
The development of the era has brought about many new demands in today’s mass consumer life. The continuous emergence of new materials and new technologies has left us in dire straits. New ideas and ideas and the influx of various artistic trends abroad have come to China. The traditional culture and art brought unprecedented impact. In this situation, modern packaging design faces more challenges. Packaging design plays an obvious role in the expansion of corporate product image and people’s lifestyle. The development of packaging technology not only reflects the scientific and technological level of a country, but also reflects the progress of the nation’s spiritual civilization and material civilization. As a dual carrier of conscious culture and economic activities, nationalized packaging design as a form of expression is not only an important means for obtaining economic benefits, but it is also a good indicator of the performance of some traditional and old-fashioned commodities. Design strategy.
What is nationalization? The traditional understanding is that it is localized, it is a folk image that does not cross national borders, it is a traditional folk culture and people’s way of life habits. Therefore, nationalized packaging should be a packaged product of inherited and non-governmental development of natural materials. The packaging of natural materials in various regions during the continuous packaging process, but this method cannot be considered as the only way. In the process of learning, we must understand that inheritance only depends on the acceptance of material content. In the process of inheritance, we should face the new content of the era and recognize the changes in the era of knowledge economy and various fields that the high and new technology is causing. We are constantly evolving in the process of design innovation. In terms of form, the so-called nationalized packaging design embodies the combination of modeling antiques and folk natural material forms, and strives to display the cultural characteristics of products with distinct national image characteristics. Therefore, nationalized packaging design has the function of directly and indirectly demonstrating the value of commodity culture. From the perspective of modern consumption and commodity packaging, innovation is an inevitable result of market competition and development, but innovation is not to abandon traditional culture and put it together. Innovation should be The form and content of the process of inheriting and absorbing new blood. China has its own unique and ancient history and culture, which is different from foreign economic structures and folk styles. Traditional culture and folk art forms are deeply entrenched in the ideology of the Chinese nation.
1. National culture and design concepts
Every nation in the world has different cultural concepts and consciousness. The national culture is a unique language, way of thinking, values, and aesthetics that are shaped and influenced by the natural conditions and social conditions of the nation. A concept based on life needs and beliefs. As a part of national culture, packaging design culture will inevitably reflect this concept and characteristics in design, and will be updated and developed as time goes by.
In the 1990s, there was a concept in the design community in China: “The more nationals are, the more they are internationalâ€. This shows that people in the industry pay attention to national culture. Although in the new era of East-West culture, it is inevitable that Its objectivity, however, as a form of exchange and collision between local culture and foreign culture, nationalization is a necessary condition for the development of national culture. For example, the iconic design of the 2000 Sydney Olympic Games will organically combine the world-famous Australian landmark "Sydney Opera House", a modern world architecture, with the "Power Boomerang" which symbolizes the Australian People's Games. This indigenous, simple pullback, with its own unique twists and turns, was skillfully combined into the athlete's limbs and hands and feet, and then took the roof of the Sydney Opera House's unique clamshell roof to open and close the skyline. The smoke-like Torch of Torch, which successfully displayed the trajectory of the combination of modern design concepts and national culture, from which we can understand that internationalization cannot be separated from the cultural soil of national culture. Therefore, how to demonstrate the nationalization of packaging design, I think its core should be to understand the orientation of traditional culture and modern cultural values, and carry out creative activities that embody the characteristics of commodity culture according to the characteristics of products.
As we all know, the Chinese nation is an ancient country with 5,000 years of civilization. It is also a country advocating decoration. In all historical periods, Chinese ancestors left decorative inheritances of different styles. For example, the primitive enamel decoration is simple, the atmosphere, the frog's temperature, fish lines, and vortex patterns summarized through long-term extraction are full of vitality; the calligraphy art of the Qin and Han Dynasties, the pattern of Watts and the portrait brick pattern; the lacquer decoration of the Western Han Dynasty, and the black, red, and gold For the sake of contrast, the entire shape of the device is elegant and noble; the Tang Dynasty pioneered the precedence of the Chinese scroll plant pattern; the rich and prosperous Tangcao pattern has subtle and harmonious color changes; the Song Dynasty pottery features elegant elegance, and the private blue and white porcelain sway with impromptu ink style. As well as folk arts such as embroidery, paper-cut lace, and auspicious designs, it is simple in shape and bright in color. It is a crystallization of the imagination and artistic creation of the working people of the past generations in China, and has a high application value. Nationalized packaging design is a form of expression that embodies the national visual image to carry the design concept. In the design, the local cultural form should be refined and sublimated. Of course, if the nationality of the design is seen above all else, ignoring the ultimate purpose of packaging and decorating design is to serve the products and consumers, it will lead to the rigid design.
2. Nationalized packaging features
2.1 Structure
Different commodities have different forms and characteristics, and the design of the packaging structure needs to be targeted. Such as traditional products and modern products, food and cosmetics, women's products and men's products, such as packaging modeling, they have a fundamental difference in the physical structure, such as the use of national packaging modeling, you can learn from some of the ancient artifacts in them In the process of being circulated, it has gradually become a material thing with typical exemplary meanings, which has played a role in passing on certain cultural symbols. This is a process of transformation of folk culture in design and directly affects the aesthetic needs of people. . For example, imitating some forms of bronze wares, earthenware ware, porcelain vases, terracotta warriors and traditional parcels, and body structures such as folk gourds, dragon lanterns, and wooden barrels to design the packaging image of wine containers, not only the appearance of the image is inherited, but also Contains national cultural significance. For example, the "drinking spirits" bottle is full of sacks and bundles, and Zisha pottery is used as a raw material to show the heavy sense of history. It will be the mysterious, wonderful and wilderness of the land in Xiangxi and the optimism and simplicity of Xiangxi people. It is vividly depicted and fully shows the characteristics of nationalization.
2.2 Traditional patterns
Chinese traditional patterns have a long history and brilliant achievements. As early as thousands of years ago, in the neolithic pottery of the Neolithic Age, the ancestors began to use patterns to decorate their lives and use decorative language to express their pursuit of beauty. As a symbol of specific concept meaning, the subject matter is broad, rich in content, diverse in form, and long-lived. It is associated with the concept of the people and carries a certain implied meaning or connotation, reflecting a certain relationship between man and nature and society. Sensual image outside the original meaning of the emotional color. For example, the Chinese folk embroidery art matches the overall packaging design, packaging modeling clever use of Chinese costume art as packaging design "outerwear." Its artistic effects are simple, friendly, cultural, and ethnic. The packaging designs use the world-famous China's four famous embroidery, elegant and luxurious. In order to excavate intriguing connotations and a higher aesthetic taste.
2.3 Folk Graphics
Folk graphic is an image that has popularized people's habits with potential laws and functional meanings. At first sight, people can understand that they have strong symbolic colors and a strong atmosphere of life. For example, they draw a few bunches of golden yellow rice on a diamond-shaped red paper. Spike, and then write the word “fengâ€. This is a picture that expresses the festivities of the farmers' harvest. This kind of graphic created by using homophonic sounds has a deep connection with folk customs, myths and legends. The folk graphic decoration methods are diverse and pursue the complete, complete, symmetrical, and steady artistic effects of the picture, which are extremely decorative and symbolic. Such as using bats to symbolize happiness and longevity; use lotus and squid for comparisons and more. The commonly used graphics in the design include dragons, phoenixes, kylin, magpies, plums, four seasons flowers, twin fishes, cranes, gate paintings, lotuses, pots and mortars, life and prosperity maps, masks, shadows, and paper-cut arts. These folk graphics are often designed by designers in the packaging design through modern design thinking, so that the integration of folk art and design organically achieves the best of both worlds. This figure is a Maotai new wine that is carefully blended with century-old maotai—Handi Maotai. It is represented by its unique charm. Its packaging is divided into three layers. The outer layer is a packing carton, and the golden foil is used as the substrate. The pattern of ancient courts such as the Lucky Fortune was written with the words “Handy Maotai†on the front, and a gold-plated copper-cast box on the middle layer. It was shaped like an enlarged emperor’s jade cymbal, with a water dragon on top, and a golden bead on the mouth. , breaking waves and thirsty to fly. Inside the golden box, red velvet embeds a white jade china bottle with two dragons playing beads and two gold glittering knights, elegant and elegant. The entire package embodies both the splendid culture of the Chinese nation and the rise of the dragon's descendants. In particular, boldly subtly magnifies the jade of the ancient Chinese emperor into a copper box, which is refreshing. This luxurious packaging The elegance of the wine was highlighted, and the brand's temperament was strengthened. So carefully designed packaging contributed to shaping the brand.
2.4 Chinese Character Art
Chinese characters have a long history and complete evolution. In the process of development, they fully embody the Chinese nation’s creative spirit and wisdom. Chinese characters come from pictures. They are both words and symbols. They not only have narrative function but also have decorative effect. Such as the book, simple and elegant; Wei Shu, the font is simple, smooth and elegant flow; script, vivid gestures, the overall font of the unified; cursive, multi-word shape, strokes rolling back, in the application as long as appropriate, not only highlight the cultural value of goods, but also from The artistic effect of icing on the cake. Such as the performance of wine and tea packaging, can be branded text into a pattern image, as long as they do not depart from the imaginary trajectory of Chinese characters, in the shape and character can be a good expression of product characteristics, highlighting the meaning of the goods, it has the characteristics of national culture.
2.5 Application of Color
From the visual aspect of packaging, color has the effect of attracting consumers' clear cognition and enhancing memory. Although it will be affected to some extent by the influence of the times and the level of people's preference, the color of packaging has certain commonalities. Characteristics, such as gift wrap, people usually like to use gold or red, because this color means festive, from the traditional habits of social life.
In the history of ancient Chinese creation, pottery, copper, iron, and wood products were often decorated with patterns instead of colors, showing a deep color texture, and they were known as “red†in the color of folk art. Red green green, figure auspicious, pink cage yellow, wins light, etc. Red, yellow, pink, gold as a symbol of festive colors, purple blue, white as a simple, clean color spread so far, for our packaging color design provides a reference. The quality of packaging directly affects the characteristics of commodity packaging or the kind of colors commonly seen on items in an era, as well as the colors that are popular among the people. It is used as a carrier of time information, spatial information, and transplanted onto packaging to reinforce modern products. Time value and space value play an important role in improving corporate reputation and promoting the rise of cultural value of commodities.
3. Conclusion
Modern packaging design should be based on local culture and tap into the soil of Chinese traditional art.