Communication between people is communicated through language, and communication between people and people is conveyed through the function and form of things. While creating product features, people have given it a certain form. The form can show a certain character, just as it has vitality from then on. As a method of creating value-added goods, packaging design has been pursued by most corporate operators and packaging designers. "Packaging is often more important than the product contained in it," and this statement reveals a new meaning in the added value orientation of modern packaging.
The word "packaging" is a parallel structure. "Package" means parcels, and "packing" means decorating, meaning to wrap items and decorate them. From a design point of view, "packages" use certain materials to wrap things up. Their fundamental purpose is to make things less vulnerable to damage and to facilitate transportation. This is a practical science and belongs to the concept of matter; "pretend" means things. The decorative embellishment. This means that the wrapped things are beautifully decorated with different methods, so that the package looks more beautiful on the outside, this is the aesthetic category, it belongs to the concept of culture. Simply speaking about "packaging" is to integrate the two concepts in a rational and effective manner.
In packaging design, the first place is always functional. Regardless of how the design is designed, it should be given a concise principle, an ergonomic structure, and a convenient package for product safety. Sometimes designers will blindly pursue novel materials and novelty shapes, thus forgetting the basic requirements of packaging, safety, reliability, and convenience. “The metaphor is good for music, and attention is paid to the diseaseâ€, which is a big part of the design. avoid. The artist's and designer's personal "style" is understandable, but once it is out of the public's curiosity, it is a kind of visual pollution.
After packaging design meets the basic requirements of the product, we should consider more about the content of the design. If the concept of packaging design is that there is no costume art packaged and modified body, and the form of packaging design is the clothing of the person, then the connotation of package design is the person's spiritual and cultural thought. A person's attire can reflect his thoughts and culture, packaging design can also reflect the different connotations of products, brands, and companies.
For a long time, China's product forms have mostly adopted the face of a consistent system for decades. Designers blindly pursue “acquisitionism,†blindly pursuing “inclusiveness,†and one-sided understanding of “all things are oneâ€. As a result, multiple elements appear in the design without being unified. As if trying to express one thing clearly, it becomes more and more clueless. “Painting is in form. See neighbors with children.†These aesthetics of Su Shi all point to academic ideas that use point-to-face methods. When everything is exhausted, everything is clearly stated, but the original meaning is lost. It is the essence of Chinese culture that has come to an end. Because it inspired thinking. This is exactly the same as the "individualization" we emphasize today. Shi Tao's aesthetic view emphasizes "having me" and emphasizes the difference. This is what this means.
Japanese people are very fond of Chinese characters and have studied Chinese calligraphy very thoroughly. Calligraphy text has rich expression and artistic appeal, and can fully reflect the regional cultural characteristics of goods. In the creation process, designers take full account of the characteristics of the product itself, and pay attention to the coordination relationship with other design elements. We can feel the charm of Chinese traditional culture in Japanese packaging. China, which is considered as a Chinese country for calligraphy, deserves more initiative and diversity in this regard. The national style of Japanese packaging design has not been weakened by the influence of international style, but has been developed and promoted with a new look in the new situation. Therefore, Japanese designers can design good works that have both national characteristics and can face the world. However, in China, only a few people actually experiment with the discovery of their own origin culture. Practitioners and more people are merely talking or blindly imitating.
We want to find the personality characteristics of the product, people of the same age group have different personality traits, and the products are the same. Products of the same type also have their own characteristics. Compare the similar products to find similarities and differences, divide the consumer stratum for the target market, accurately position the products, and meet the distinct personality of the products. These are the first entry points for packaging.
In the food industry, the traditional concept that more should use warm colors easy to produce appetite to administer the design, but if the “fun†food uses the blue used in the traditional industrial packaging design in color, an unconventional color concept left the consumer The profound first impression made the brand image of the product deeply rooted in people's hearts and played an important role in improving sales. While changing the color, the designer firmly grasps the original essential features of the product and accurately reflects the product information in pictures, graphics, visual symbols and other elements. This is the reason why packaging design wins on the plane visually, and it is also the law of victory.
Packaging is designed for products. Products come from companies. Packaging design undoubtedly reflects the company's cultural image. Pepsi's packaging design not only gives the brand connotation of the product, but also reflects the accumulation of Pepsi corporate culture. The entrepreneurial spirit of the new generation has penetrated all over the world. When Pepsi's packaging appears, people always feel the spirit of PepsiCo's vibrant culture.
When Lao Tzu explained why the “Tao†was, he said, “Tao can be said, and it is a very good name. This explanation is also very abstract and ambiguous. The thinking space for people is also very broad. This is suitable for the Chinese people's vague mode of thinking. The Chinese have always been unwilling to make a clear affirmation or negation. Words such as “possibleâ€, “maybeâ€, “probably†and “probably†often appear in people's thinking and reflect the characteristics of a certain overall culture. Confucian's golden mean is to have such characteristics. For example, alcoholic packaging, Westerners' understanding of wine tends to be a symbol of power, giving it a noble and luxurious image. Packaging also uses more luxuriant shapes and colors. Even the civilian beer can be seen in the packaging design style. Powerful side. Orientals tend to be more spiritual towards wine, giving it more emotional color. The ancients often talked about wine and poetry, or used the wine when they were reunited or separated by friends and relatives. Most of them used wine to express their emotions. Therefore, the packaging was also a spiritual one, and it was entirely fresh and elegant, evoking imagination and contemplation.
From the aspect of flat decoration, packaging design should not stop at the traditional understanding and understanding. Using original colors, patterns and words, etc., can often make the packaging achieve the effect of “silence is louder and louder hereâ€. The packaging design of our country, no matter in terms of thinking mode, value judgment mode, social organization mode, etc., should continue to be absorbed and renewed in various aspects as the times advance, in order to establish and improve an existing nationality and era. The new packaging design culture system, which is the requirements of the times, the inevitable history, is the key to China's packaging design level among the world's advanced forests.