2.2 Functions of Naxi Pictographs in Packaging Design
From the perspective of visual communication, Naxi hieroglyphs are both text-type symbols bearing information and visual language with graphic nature. Packaging design is also a kind of visual communication design, which determines the design of Naxi hieroglyphs in packaging design. There is a dual function of transmitting information and visual aesthetics.
Naxi hieroglyphics is a special kind of information carrier. Through its own physical information, it makes people literate and righteous, and often intuitively understands the semantic information contained in their symbols. Graphical language is a universal language that transcends the barriers of language between national and ethnic groups. Naxi hieroglyphics is a special type of textual symbol that has more direct effect on the transmission of information than simple textual symbols. In visual communication, this type of conceptual graphic character symbol does not affect the transmission of information because of the change in the writing medium, color, and size of the graphic symbol. Instead, the text has the transcendent symbol as well as the information. The visual expression of the concept itself. In the packaging design, using Naxi hieroglyphs to transmit information is undoubtedly a relatively novel way of information transmission, which will make commodity packaging more eye-catching and more national.
At the same time, the Naxi hieroglyphs contain a variety of artistic aesthetics. In visual communication, it is also an artistic symbol with a unique style and has a visual aesthetic function. In packaging design, Naxi hieroglyphics can be used as a symbol with a graphic meaning to exert its unique artistic value. The Naxi hieroglyphs visually reflect the natural and coordinated physical beauty. This original beauty is a symbol of simpleness and innocence. It is a testimony to the continuous pursuit of the United States from ancient times to the present. It is used in packaging design to make packaging. More vivid, more expressive, and then increased the aesthetic value of goods packaging and emotional value and other added value.
2.3 Graphical Application of Naxi Pictographs in Packaging Design
Excellent packaging design often has the features of vivid pictures and vivid features. Only in this way can people give a strong visual appeal and desire to purchase, and successfully deliver product information. The graphical characteristics of the Naxi hieroglyphs can meet the requirements of graphics and texts in commodity packaging, so as to make the images and texts of the Naxi pictographs and make the graphics textual.
First, the Naxi hieroglyphs have special figurative beauty. Text in the packaging and decorating design is both a supplement and an organic part of the graphic design. It is also an independent part of the product information. The Naxi hieroglyphs are the symbols that convey abstract ideas. They are also the figures of concrete objects. Therefore, in the packaging design, the Naxi hieroglyphs are both text and graphics. As a text, it is clear and easy to understand, at a glance, so that when consumers read the text information in the packaging, it is easier to identify and relatively attractive than the text symbols. As a graphic, the Naxi hieroglyphs give the corresponding text to the graphics. The abstract meaning of the image has a clear meaning to the graphic. This also makes it easier for consumers to understand the meaning of the information pointed by the graphic when they read the graphic information.
Secondly, the specificity of the Naxi hieroglyphs makes it have a variety of forms of aesthetics, and it has a certain degree of decorativeness for packaging design. The Naxi hieroglyphs have a lot of texts about natural images. These hieroglyphs have a simple graphic structure and have a natural connection with the patterns. It is easy to form patterns with original beauty. In the packaging design, pattern patterns in the form of Naxi hieroglyphs are incorporated. In addition to obtaining a certain sense of beauty, the packaging information is also passed to consumers ingeniously. Naxi hieroglyphics can also be used as a kind of symbol, after artistic processing as a symbol of product packaging, not only easy to identify and remember, but also has simple and elegant, pleasing artistic.
3 Examples of Naxi Pictographs in Packaging Design
3. I The nature of the product package
Butter tea is a kind of daily drink favored by the Tibetan and Naxi people in Lijiang. It is beautiful in color and flavor, and has a long aftertaste. It can produce high calories and can keep warm and thirst. Now, butter tea is widely produced into convenient instant-packed packaging to meet more consumer groups. Since buttered tea can be said to be a special drink in Lijiang, it is easier to combine with Naxi hieroglyphs in its product packaging design to highlight its features.
3.2 Overall design of product packaging
Butter is the main raw material for making buttered tea. Its nature determines that the packaging material must have the function of avoiding light. Therefore, the inner packaging generally adopts an aluminum foil to meet the material. Because of the characteristics of the inner packaging, the outer packaging adopts traditional carton packaging materials. In terms of color positioning, according to the characteristics of tea, the use of green tones can express the characteristics of butter tea, refreshing and thinking, and overflowing fragrance. At the same time, it highlights the long history of butter tea. In addition, the background color pattern is yellow and brewed with butter tea. The color is basically the same, in line with the color characteristics of the product in the package. As Lijiang is the main settlement of the Naxi people, using the scenery of the ancient town of Lijiang as a background, it created a unique habitat for buttered tea, making it easy for consumers to position the goods and highlight the regional characteristics of the goods.
3.3 Application of Naxi Pictographs in Commodity Packaging
In Naxi hieroglyphs, buttered tea is generally used. The ghee composed of two hieroglyphs of ghee and tea takes the shape of two circles, which symbolizes the shape of a glutinous rice cake. This word also contains the meaning of oil. The tea word symbolizes the shape of tea in a bowl. In Mr. Fang Guoyu's "Nixie Histories of the Hieroglyphics",. Butter tea is also written in a single word, meaning that oil and tea are served in a bowl, as shown in Figure 3.
In the packaging design of buttered tea, first consider the Naxi pictographs. As the name of the product, butter tea is placed on the main body of the screen and conveys the product name information to the consumer at the first time. . The butter tea Naxi hieroglyphs are accompanied by Chinese characters. Butter tea uses two different scripts to convey product information. This avoids the ambiguity that is only caused by the expression of Naxi hieroglyphs. It also avoids the monotony that is only caused by the expression of Chinese characters and increases the interest of product packaging. And nationality. Second, the Naxi hieroglyphics. As a graphic symbol, butter tea is subtly integrated into the background of the packaging image so that it can be used as a decoration pattern. While playing a decorative role, it can also increase the appeal of the packaging. In the end, the Naxi hieroglyphs will be. Tea characters are processed into the form of Chinese ancient seals. As a symbol of commodities, they are both easy to remember and have national characteristics. They also enable the ancient landscape painting to be accompanied by a red seal to be complete and unified. See Figure 4.
4 Conclusion
The Naxi hieroglyphs retain ancient echoes of history. The hieroglyphs that encapsulate the innumerable emotions and wisdom of the Naxi ancestors are both cultural symbols and symbols of the national spirit. In the packaging design, Naxi hieroglyphics are used to convey the packaging information, but also to convey a cultural complex, national complex, but also reflects the pursuit of simple faith, the development of the essence of historical culture. The strong national culture atmosphere and artistic conception produced by Naxi hieroglyphs in packaging design attracts consumers and is also the inheritance and development of Naxi hieroglyphs.
Du Na, Xu Renping, Xu Wei, Li Jie
(Kunming University of Technology
Source: Packaging Engineering