Explore the cultural characteristics of packaging design

Packaging design is an important part of human cultural activities and embodies the positive and creative behavior of the human mind. In the process of the development of China's contemporary packaging design, especially in the context of the multicultural context of the information age, the impact of China's packaging design, grasp and adhere to the culture of packaging design, and excavate and sort out the excellent and rich culture in China's packaging design. Connotation, it is particularly important to combine the essence of traditional cultural thoughts with the elements of contemporary design. An understanding of the cultural characteristics of packaging design. According to the methods of studying material culture and the characteristics of packaging design in cultural anthropology, we will discuss from the following four aspects.

A packaging design has a stable basic cultural pattern, and continues to inject fresh and new content into the social culture, and it constantly produces a new look that is in sync with the times. In other words, it has obvious characteristics of advancing with the times. First, human needs for material life. That is, human beings should constantly improve their own living environment and quality of life. For example, transportation, marketing, preservation, storage, etc. during production and living should be guaranteed by packaging design. This demand encourages people to invent and create, and promote the progress of technology and art. The result will inevitably lead to new packaging design results. Second, human needs for spiritual culture, packaging design as a cultural medium, carrying a national cultural spirit through packaging design images, such as social ideology, aesthetic tendencies, moral ethics, folk customs and so on. Since entering the commodity society, people have sought a popular and vivid way of communication and exchange for their own labor achievements. In terms of its packaging, it has become an important medium for transporting goods, guaranteeing the quality of articles and conveying information. The packaging itself is the fruit of the spiritual civilization of human material civilization. Mankind has also used this result to create a new mode of thinking.

The second packaging culture pursues benefits and functions. The goal is aesthetics, which is a combination of interior design and packaging engineering. Therefore, it is a combination of technology and art. At the same time, it integrates the human, material, and environmental factors in the process of use, especially the combination of packaging materials, modeling, and illustrations, and reflects the image of artifacts. Moreover, because the packaging's external interface appeals to human vision with a direct, artistic image, it can guide people's consumption choices and improve fashion consumer tastes in commodity marketing activities. Packaging culture form. The packaging culture form can be understood from three levels. The first is the utensil layer, which is the sum of the packaging design activities. It is a product form that can be perceived, grasped, has a material entity, and also forms the basis of the entire packaging culture. It is mainly based on marketing. purpose. The creative activities of comprehensive social, economic, artistic, and psychological factors reflect people's perception of and degree of creativity in the creation of packaging design as aesthetics, as well as the development level of productivity in certain social stages. The second is the institutional level. Packaging design is a kind of socialization activity, and in the long-term production process, it has formed policies, regulations, standards, and procedures that are guaranteed and promoted. The establishment of social system norms in the organization and management, although not directly related to cultural resources, but its nature, the level of development is ultimately determined by the way people and cultural resources exchange energy. The third is the spiritual and cultural layer. The spiritual culture is the value concept, thinking mode, and moral sentiment cultivated by human beings in the social practice and consciousness activities for a long time. The packaging culture will specifically reflect people's requirements, desires, emotions, perceptions and judgments in the process of purchase and use. At the level of the above-mentioned three-tiered cultural structure, the artifact level and the institutional level are exposed to external material forms, which are easy to grasp, while the spiritual and cultural layers are reflected in the psychological depths of individual individuals and groups and are difficult to grasp. In the study of packaging culture, we must conduct dynamic research from the interaction of the multi-dimensional structure of cultural forms, so as to correct our understanding of the point of view, a more profound understanding, grasping the consumption mentality of the packaging design market, and guiding our design practice. The functional value of packaging design.

The functional value of the three packaging design in cultural sense can be viewed from different perspectives. Here it mainly refers to the relationship between human and things, the relationship between the environment formed by things and things and human beings; it is to adapt to the requirements of nature and society to the structure. This is embodied in the analysis and analysis of the two major goals of packaging in the circulation process: protection of products and promotion of product sales. First, use. Reasonable use can improve the use value of packaged products. Whether it is a large appliance or a small daily necessities, the rationality of its packaging needs to be considered, and it meets the human physiological criteria and mental reception requirements in ergonomics so that consumers can experience Packaging improves lifestyle and quality of life. At the same time, people's creative thoughts and design motives will be promoted through the actions, experiences, and experiences of the self-action accumulated in the process of use. Second, transportation. Transportation, including the movement of packaging products during manufacturing, storage and sales, such as reasonable form size and quantitative assembly, will affect the energy efficiency in the packaging process. This function requires a certain choice of materials, materials, dimensions, quality, and shape of the packaged product. Third, marketing. Mainly include regional agents, retailers to promote the sales of the purpose of the activities carried out, requiring the packaging to facilitate store and shelf storage, packaging containers can be easily used for turnover.

The aesthetic manifestation of the four packaging design. Mainly refers to the form, color, texture, form is the inner essence of things under certain conditions of expression techniques, including morphology and modality. The packaging form shows its own independent value under the premise of function and purpose. The research on assurance forms not only relates to communication and identification, but also to people's psychological feelings until awareness, because the culturally-relevant patterns we see are the essential patterns extracted from the packaging style. As Arnheim said in the book “Art and Visual Perception,” “The visual image is never a mechanical copy of a perceptual material, but a creative grasp of reality. The image it grasps is rich in imagination. The image of sexuality, creativity, and sensibility of beauty. The activities of watching the world have proved to be the interaction between the nature of the external objective things themselves and the nature of the viewer. Color has a certain social and psychological effect, because people's perception is constant, organized, associative, and active. The psychological effect of color is the induction form that occurs between people and color. As the association of color, the concept of abstraction directly associated with color is the association of relationship and meaning. As people’s ideological methods are deeply influenced by a national culture, different societies, different environments, and different knowledge structures bring about obvious differences between people and between people and peoples. Taking yellow as an example, the eastern representative is distinguished and bright, and Western Christianity is considered shameful; if red, the eastern symbolizes warmth, auspiciousness, and positiveness, while the West symbolizes sacrifice as a battle. Material. Refers to the raw materials used in packaging design, different eras, cultural backgrounds, and different regions have different choices of packaging materials. Chinese packaging products use more natural materials. Packaging made of bamboo, wood and paper is more intimate than metals and plastics. For example, the forms of palm kernels and gourd tea have a large number of reasonable functional factors. Traditional human culture, local taste and natural taste in the traditional packaging culture provide a richer source for our design.

Packaging design is an important cultural phenomenon. Its cultural connotation is not only a device of specific cultural symbols. It will embody the designers’ understanding and experience of natural society and human culture. We must further improve the cultural mechanism of the main body of packaging design. , to enhance the packaging design of the cultural carrier information dissemination capabilities. American culturalist Clarke pointed out that “culture includes various explicit or implicit patterns of behavior and constitutes outstanding achievements of human groups, including achievements embodied in artificial products.” In the development of packaging design, accurately grasping culture and function, History and reality, national culture and foreign culture, design concepts and packaging symbols and other factors in the design of the interactive relationship between the creation of the external interface of the packaging can be directly and artistically appealed to the human vision, thus in the commodity In marketing activities, guide people’s consumption choices and improve fashion consumption quality. (Author: Huang column)