First, the culture in packaging design
Due to geographical location and other factors, the cultures of different countries, nationalities or races are different. However, at the same time, each country's culture has certain * * * and unity. This is the culture of China. There are some differences in unification. After 5,000 years of cultural inheritance, some essences and traditions have always been retained, which makes China culture have traditions and characteristics with the development and innovation of the times, and it is more recognizable internationally.
Therefore, many China designs now widely use traditional cultural elements, which is the integration of innovation and tradition and the inevitable trend of the development of the times. Moreover, excellent traditional culture is the lifeline of a country and a nation. China is a country with a civilization history of 5,000 years. In this long history, China has accumulated profound traditional cultural heritage, which is an endless cultural treasure that our future generations can enjoy.
We should inherit and carry forward the excellent traditional culture of our excellent nation, and at the same time, we need to combine new forms to better adapt to the development of the times. This paper attempts to find traditional culture in packaging design, and analyzes its characteristics and manifestations to illustrate the importance of the application of traditional cultural elements in modern packaging design.
In ancient packaging in China, the shape, graphics, characters, colors and textures of containers were the factors that constituted the packaging. Different packaging has different characteristics, which will cause different visual impacts and convey people's strong aesthetic culture. Therefore, this paper discusses from the above aspects and analyzes the characteristics of traditional packaging in China and the application of traditional culture in contemporary design.
Second, the composition and characteristics of traditional packaging design
(1) auspicious patterns
In traditional packaging design, most of the patterns used are to meet people's psychological characteristics of seeking good fortune and avoiding evil or praying for peace, which have strong symbolic significance and strong life atmosphere and represent the good wishes of ancient people for life. Most of the decorative techniques in traditional packaging design are for the pursuit of perfection, fullness, symmetry and stability, which has certain decorative beauty. The reason for this phenomenon is the result of people blindly believing in religion and reproductive worship in primitive society.
Therefore, in packaging, we will grasp the psychology and preferences of consumers, and use some homophonic pictures or perfect patterns to represent auspiciousness and happiness. For example, the application of bat pattern, because the word "fu" is homophonic with bat, in people's view, bat is a symbol of happiness and longevity. From the analysis of contemporary packaging products, Shuanghui Sausage King fully embodies this feature.
The representative of Wang Zhongwang is Little Lion, which clearly shows that this product is the best product and the top grade of kings of the same race. It also shows that the Chinese nation is the lion of the East, proud of everything, and no longer the sick man of East Asia. In addition, it shows that the enterprise is booming and full of hope, in which the traditional culture is rich in connotation and has China characteristics.
So the packaging design is very intriguing. In traditional packaging, there are many other symbolic patterns, such as lotus and carp, which are metaphors year after year; Patterns such as tile trees and mandarin ducks are mostly used in weddings, symbolizing longevity and happiness. Dragon and phoenix patterns symbolize good fortune; Grapes symbolize many children and many blessings. This is only a part, and there are many similar models. Not to list them here, it can be seen that China's packaging design prefers auspicious patterns.
(2) The container is full and generous in shape.
Modeling in packaging design is actually the shape of the product, which is a concrete and intuitive visual image designed by using aesthetic principles and combining the laws of color and text. It is not only used to place and protect goods, but also to express the personality and characteristics of goods through external images. In ancient China, many handicrafts, such as pottery, cans, pots, cans, bronzes, etc.
Is the packaging container made for convenience? These packaging containers not only have the practical function of holding articles, but also meet the aesthetic needs of national culture. Because these packaging containers reflect strong national cultural affinity, they become the symbol of typical packaging modeling in China. Nowadays, many packaging designs reflect the affinity of packaging.
For example, bionic packaging comes from thinking that the atmosphere is the packaging of the earth, trees are the packaging of bark, eggshells are the packaging of eggs, and orange peels are the packaging of oranges in nature. China traditional packaging containers, whether ceramics, wood products or rattan products, in short, a complete shape must be sufficient and simple, and use less troublesome decorations. This is related to China's traditional aesthetic pursuit, perfect national psychology and profound traditional culture.
(3) Strong and simple colors
In packaging design, the application of different colors will give people different visual feelings, and the psychological changes caused by different colors are complicated. Different times, different regions and even different personal preferences will have different feelings about the same color. In China, the use of traditional colors is more in line with the aesthetic standards of the public. Since ancient times, China people have a soft spot for red and yellow.
Auspicious red is often used from National Day to China Lunar New Year to personal wedding or birthday. Most holiday gifts are wrapped in red. Yellow is the color representing the feudal emperors of China, symbolizing sacredness, solemnity and authority, and representing the center. In food packaging, yellow can give people a rich, sweet and crisp feeling. So the traditional packaging in China mostly uses red and yellow, such as red paper or yellow kraft paper bags and cartons.
In addition, each country has its own preferred colors, so there are also some taboo colors. For example, the French taboo dark green, because it is the color of Nazi uniforms, psychologically disgusting; People in desert areas see more yellow sand, so they especially cherish beautiful oases, so they especially cherish green.
The minarets of Islam and the flag of Arabia are all green, so they prefer green. They think that green is decorative and symbolic, and yellow is forbidden. Therefore, if we need to do a good job in packaging design, we must know the preferred color in each region to improve the competitiveness of products.
(4) Natural and simple materials
The application of materials in traditional packaging is basically the use of natural objects. Due to the low level of production, many new materials are not available, so bamboo, wood, rattan, hemp, shell, gourd, bamboo, reed leaves and so on are widely used, and the packaged products are retro and natural. The material of the package itself can make people feel beautiful visually, just like a furry dress, which can remind people of the feeling of touching with their hands.
Therefore, things that feel good will produce a sense of closeness. Therefore, the appearance of packaging design also needs to consider the consumer's sense of touch to the product. Moving beauty is the aesthetic demand of modern people. At present, there are many series packaging materials on the market, but under the green theme design of environmental protection and recycling, paper series packaging design is one of the main materials.
Nowadays, many special paper packaging for packaging is accepted by most people. Of course, besides paper, there are also metals, wood, plastics and some new composite materials. Because different materials and textures can give people different visual and psychological feelings, choosing reasonable packaging materials is an important factor to determine the grade and scale of packaging products.
As we know, the Great Wall wine in China is made of wood packaging materials, and its original flavor, simplicity and long history invisibly add texture to people. Therefore, choosing good packaging materials has become a necessary means to reflect the value of goods.
Third, the significance of traditional culture in contemporary packaging design
A good product packaging needs to inject more traditional culture, especially packaging represents the connotation of corporate culture, so culture can not be ignored in packaging. How to embody culture in packaging, as mentioned above, either has a certain symbolic significance, or represents people's universal aesthetic standards, or gives people a comfortable feeling. Some special colors, words or attributes representing products are the basic forms of expressing culture.
In short, packaging design skills, in addition to color, need to grasp the design of modeling and the embodiment of cultural connotation, but also need to learn from life, from the masses, from the market, study consumer demand and purchase desire psychology, and capture people's practical and aesthetic demands for packaging. Only in this way can product packaging be continuously upgraded to a new height, and some new flavors can be sublimated. Packaging is the social form of commodity culture.
It represents the level of science and technology, social materialization and development of a country, a nation and a region, and also shows a unique national cultural landscape and aesthetic level. Every country in the world is facing the challenges of development and globalization. New cultural forms, communication and influence with other nationalities have changed people's world outlook.
These factors have certain influence on packaging design. People want to keep their long-standing cultural traditions as much as possible, but they also have to face the development trend of globalization. Therefore, the application of traditional culture in packaging design is very important.