Speculations on the Difference of Aesthetic Concepts between Chinese and Western Packaging and Decoration

With the continuous advancement of China's reform and opening up process, China and the West have also had more connections, collisions, infiltrations and references in packaging and decoration. Although packaging and decorating workers in both China and the West are engaged in aesthetic creation activities targeting packaging and decorating, and trying to make both of them complement each other and increase their strengths and weaknesses, both of them pursue the aesthetic goals, aesthetic standards, and aesthetic price orientation. Very different. The discussion of the differences between the two aesthetic concepts is not only helpful for tapping their aesthetic sources and cultural history, but also promoting the diversification of the economy.
1. The difference between the Chinese and western packaging and decoration aesthetic pursuit goals The goal of Chinese packaging and decoration aesthetic pursuit is to use traditional technologies and traditional art to put commodities in boxes, bags, bottles, cans, boxes, etc. to reflect the natural style of the Chinese traditional style. In the device, while protecting the goods, reducing losses, facilitating transportation, storage, and sales, it also brings to the consumer public a social form that conforms to the laws of nature and conforms to the labor to create everything.
The aesthetic pursuit of Western packaging and decorating aims at using modern technology and modern art to modernize goods into modern modern objects that reflect Western material and highly developed styles, protect goods, reduce losses, facilitate transportation, storage, and sales. At the same time, it has brought to the consumer public the Western society's "high class" and "money is all-perfect" social form.
What needs to be pointed out is that both Chinese and western aesthetics of packaging and decorating are pursuing a “special beauty”, while the “special beauty” pursued under the guidance of two very different aesthetic concepts is qualitatively different. The ultimate goal is to "inherit and carry forward the tradition" in the aesthetic concept of Chinese packaging and decorating, while the ultimate goal is to "maintain and expand the superiority of the West" in the aesthetic concept of western packaging and decorating. Therefore, in the vast packaging and decorating world, one side is elegant and elegant, the other is sturdy and practical; the other side is charming and charming, and the other is the fast-changing pattern; the other is the vivid meaning of the concept, the other party. It is bright and fluent and endless; one is the change of styles and the same change, the other is the skill change "Ice knows the true colors." The greatest effect of all this is to make the Chinese and Western packaging and decoration industries develop in a smooth and slick pursuit, and to thrive in every moment of competition.
2. The difference between Chinese and western aesthetic criteria for packaging and decorating is self-evident. The diversity of the world determines the difference between people’s world outlook and lifestyles, ways of thinking, price orientation, aesthetic concepts, and cultural cognitions living in the two regions of China and the West. It also determines the differences between Chinese and Western aesthetic standards for packaging and decoration.
China's aesthetic standards for packaging and decoration are: in the process of designing and manufacturing packaging and decorating products, the packaging items conform to the beauty of nature and abandon the “beauty” of mediocre pretend attitudes; and they are in line with the equal feelings of mutual respect among people. Put an end to the ugly phenomenon of seeing money and eyes open, and savoring evil; remove disease-free trickery, praise and fall down without losing the elaborate design and production style.
The Western aesthetic criteria for packaging and decorating are: in the process of designing and manufacturing packaging and decorating products, efforts are made to deviate from or even surpass the real life of the people's wearables, and it is hoped that their works will produce extraordinary results in the consumer public and can be consumed by the public in the world. The special reactions that arouse them are the more unconventional, the more bizarre, the more novel and ridiculous, and the more people are wondering what their packaging theme is, the more they are in line with the aesthetic criteria for packaging and decorating. Under the influence of this standard, it is not surprising that “Uncle Sam” looks at Chinese packaging and decoration and even Chinese culture with his eyes wearing colored glasses.
3. The difference in the aesthetic value orientation between Chinese and Western packaging and decoration: For a group of people or people living in a region, for their own survival and development, they must always use certain requirements as the realistic and long-term goals to guide their own practical activities. For their persistent pursuit and struggle. In this way, a relatively constant choice of value and direction of action has been formed. In China's land, the distinction between "righteousness" and "profit" for thousands of years has always been the core issue of value orientation. Its ultimate value orientation is the modern concept and the utilitarianism that advocates fairness and reasonableness. It is considered that "profit" and "righteousness" should be given equal importance, that is, "righteousness" should be recognized as being "expensive" and expensive, and "profitability" should be "justified". This view is in line with the market economy competition mechanism, with a strong vitality and eternal aesthetic value.
If the value orientation of western packaging and decoration aesthetics is based on packaging technology, its academic achievements will certainly be more than it is now. However, if the aesthetic value of packaging and decorating is in the middle, and the backward concept of "advanced people" and "money-impossible" is used, it will not have the mentality and boldness to seek economic benefits with integrity, and will communicate with the Chinese packaging and decoration industry. The effect will be greatly reduced. (Chinese packaging)