[China Packaging Network News] With the ever-growing prosperity of social production and the continuous improvement of the level of material life, consumers have more and more choices for product purchases, and the competition between products has become stronger and stronger. Consumers are pursuing new products. The trend of uniqueness and personality is also becoming more apparent. Different consumer groups will choose products of different interests and hobbies, and this choice is mainly influenced by factors such as product advertising, brand awareness, credibility, and product packaging. Through its unique graphics, text, and color visual language, packaging design quickly delivers a variety of different information to the audience. It has become a “silent salesman†for modern products.
First, the marketing requirements for modern packaging design
Packaging design is designed for product packaging. From the point of view of integrated communication of marketing, packaging design is not only a part of product sales, it has become an irreplaceable important medium in marketing, and it plays a decisive role as the last level of communication with consumers. Modern packaging has evolved from a simple protection and accommodation function into a bridge for communication between production and consumption. It integrates various elements such as industrial production, science and technology, culture and arts, folk customs, etc., which can not only protect and promote goods, but also Promote merchandise and increase the added value of goods. Packaging design through a certain concept of positioning, extraordinary artistic language, and ultimately allow consumers to resonate with the product because of product packaging to meet the overall needs of consumer psychology. As the economist Duson Jerry said: “In a variety of human activities, we can find the decisive influence of culture, whether it is the purchase of a product or the manufacture and sale of a product; whether it is to provide a material approach, Or spiritual enjoyment, all constitute our lifestyle." Modern packaging design can not only meet the product information, but also to spread a specific consumer culture.
Consumer culture is increasingly affecting people’s cultural life. People’s demand for artistic packaging and cultural products is more urgent than ever before. As an important cultural phenomenon, packaging design has become a conscious behavior in human economic activities. In the process of its development, past product packaging should be elevated to a higher level of cultural packaging. Maslow, the American psychology and behaviorist, sums up the various needs of people into five categories. These five types of needs are interrelated and progressive. They are arranged according to their importance and the order of their occurrence. The demand level model, in order: physiological needs, security needs, social needs, respect needs, self-realization needs. Maslow's "level of needs" shows that as demand increases, people's requirements for cultural and cultural atmosphere are also increasing. Culture is known for its characteristics. Losing its characteristics will lose its value. Whether a nation can maintain its own cultural personality is a prerequisite for whether or not it can obtain an ID card in the process of global civilization integration. It can be seen that only modern product packaging with unique cultural style can stimulate the recognition and resonance of consumer culture; only in the trend of various cultures and arts, seeking packaging style with Chinese characteristics can ultimately promote product competition. With sales.
Second, the role of Chinese elements in modern packaging design
On the one hand, modern packaging design continuously absorbs the design concepts and expression forms of foreign culture and art, which enriches the formal language of packaging design to a certain extent, and promotes the development of packaging design in China; on the other hand, it is a globally integrated cultural language. Under the circumstances, packaging design, if it is not sure of its own unique cultural orientation and identity, will face the danger of being melted away. The foundation of this cultural identity is the cultural individuality of a country, a symbol of the contribution of a particular culture to human civilization, and also a recognition of its own right to cultural survival as a member of human civilization.
With the globalization comes a large influx of new ideas and concepts, which has gradually degraded our understanding of national culture, digestion and creativity. As a creative economic behavior, an aesthetic cultural creation behavior, packaging design inevitably participates in such thinking. Packaging design interacts with information audiences through artistic methods to achieve the purpose of transferring information. It contains reasonable, renewable, positive and spiritual content. It is compatible with, coordinated with, and promotes the development of social modernization. , pay attention to the design form and the connotation of the local humanistic spirit. Therefore, basing on the ethnic group's artistic forms and aesthetic consciousness, the people's thoughts, feelings, aspirations, and aesthetic tastes of the people are mainly expressed. The packaging design of the ethnic style and Chinese elements is more likely to achieve its design goals of conveying sentiment.
The visual features, color language, and art form with ethnic characteristics support the development of the individual visual arts with its strong vitality, and it has an irreplaceable position. Carefully analyze the unique and rich Chinese elements of this ethnic group, build a design system with national characteristics, take the national culture background as a background, draw on the essence of national art, integrate ancient ideas, broaden their horizons, and become invincible in the international competition. Ground. This is also the basis for packaging design to establish an independent design position and cultural identity, to go to the world, based on the world.
Third, the use of Chinese elements in the packaging design principles
1. The design concept focuses on development based on inheritance
China's packaging design art has not only originated early, but has been rooted in the people for a long time. It is universal and popular, and it shows its unique national tradition in its unique, unique and uniform style. These symbolic forms have accumulated rich content over time and historical development. Not only are they the carriers of Chinese culture, they have also become an integral part of traditional culture and eventually evolve into a meaningful form. In modern packaging design, traditional cultural resources can be fully tapped, and a rich, sculptural form in traditional packaging can be used to draw on, reveal a unique, deep and attractive national tradition and national spirit. For example, the pursuit of features such as practicability, perfection, symbolism, generality, randomness, and abstractness in traditional graphics, and modeling methods such as non-stationary object modeling, space-time comprehensive modeling, and conformal modeling, etc., are rich in Chinese philosophy. The combination of the Tai Chi of the cultural thought of the religious cosmology and the view of time and space, the movement of the gossip in the Book of Changes, the harmony of nature and nature, and the concept of nature all reflect the philosophical concepts of positive and negative life, yin and yang, and continuous growth.[4] The masses are all living in the atmosphere created by the country’s traditional culture. Various lifestyles, customs, ethics, and aesthetic habits have penetrated deeply into the psychological structure of the nation and become a psychological trend. Produced in a variety of folk-custom events, it reflects the unique traditional elements of folk customs and aesthetic consciousness. It has important practical significance for the construction of modern localized packaging design.
The relationship between modern packaging design and traditional culture is not a superficial understanding of traditional Chinese culture, namely the simple application and copying of “formâ€, but the integration of the essence of traditional Chinese culture and the extension of the understanding of traditional culture. "Italian" spreads its "God" and allows Chinese elements to inject new vitality into modern packaging design. In the view of modern visual modeling, the streamlining and communication power of traditional artistic creation has reached a very high standard and is very modern. The process of globalization has strongly stimulated the nerves of traditional national culture and brought many thoughts and opportunities for the regeneration of traditional culture. Therefore, on the basis of understanding and understanding of traditional art culture, gradually tapping and changing has become a new creative point and inspiration point for modern packaging design. It is the only way to shape the Chinese packaging style.