The characteristics of traditional packaging and contemporary packaging design are as follows:
I. Culture in Packaging Design
Due to geographic location and other factors, the cultures of different countries, nationalities or races are different. However, at the same time, every country's culture has a certain ****ness and unity. This is the case with Chinese culture. Unity has some differences. 5000 years of cultural heritage to date, there are always some essence and traditions have been preserved, so that the Chinese culture with the development and innovation of the times have tradition and characteristics, more recognizable in the international arena.
So nowadays, traditional cultural elements are widely used in many Chinese designs, which is a fusion of innovation and tradition and an inevitable trend of the times. Moreover, excellent traditional culture is the lifeline of a country and a nation. China is a country with five thousand years of civilization. During this long history, China has accumulated a vast and profound traditional cultural heritage, and the vast and profound traditional culture is an endless cultural treasure that our descendants can enjoy.
We need to inherit and carry forward the excellent traditional culture of our outstanding nation, and at the same time, we need to combine with new forms to better adapt to the development of the times. This paper tries to find traditional culture in packaging design and analyze its characteristics and expressions to illustrate the importance of using traditional cultural elements in modern packaging design.
In ancient Chinese packaging, the shape, graphics, text, color and texture of the container are the factors that make up the packaging. Different packages have different characteristics, which will create different visual impacts and convey people's strong aesthetic culture. Therefore, this paper discusses the above aspects and analyzes the characteristics of traditional Chinese packaging and the application of traditional culture in contemporary design.
II. Composition and Characteristics of Traditional Packaging Design
(1) Auspicious Patterns
In traditional packaging design, most of the patterns used are to satisfy people's psychological characteristics of avoiding evil spirits or praying for peace, which have strong symbolic significance and a strong sense of life. These represent the ancient people's good wishes for life. Most of the decorative techniques in traditional packaging design are in pursuit of perfection, fullness, symmetry and stability, with a certain decorative beauty. The reason for this phenomenon is the result of people's blind faith in religion and reproductive worship in primitive society.
So on the packaging, it will seize the consumer's psychology and preferences, and use some harmonic group plan or perfect pattern to represent good luck and happiness. For example, in the application of bat pattern, due to the word of fortune and bat of bat harmonics, in people's opinion, bat is a symbol of happiness and longevity. From the analysis of contemporary packaging products, Shuanghui Sausage King fully embodies this feature.
The king of kings is represented by a small lion, which clearly indicates that this product is the top of the best products, the king of kings of the same race. It also shows that the Chinese nation is an oriental lion, proud of everything and no longer the sick man of East Asia. In addition, it shows that the enterprise is flourishing and full of hope, in which the traditional culture is rich in connotation and also has Chinese characteristics.
Therefore, the packaging design is very intriguing. There are many other symbolic motifs in traditional packaging, such as lotus and carp, both of which are metaphorical year by year; linden and mandarin duck motifs are mostly used when newlyweds are married to symbolize longevity and happiness. Dragon and phoenix motifs symbolize good luck and wealth; grapes symbolize many children and many blessings. This is only a part of it, there are many similar patterns, not listed here, all of which show that Chinese packaging design prefers auspicious patterns.
(2) vessel shape full and generous
The shape in packaging design is actually the shape of the product, is the use of aesthetic principles, combined with the laws of color and text designed to create a specific intuitive visual image. It is not only used to place and protect the goods, but also expresses the personality and characteristics of the goods through the external image. In ancient China, many handicrafts, such as pottery, pots, jugs, pots, jars, bronzes and so on.
Are packaging containers made for convenience? These packaging containers not only have the practical function of holding items, but also meet the aesthetic needs of national culture. Because these packaging containers embodied a strong national cultural affinity, they became the symbol of typical Chinese packaging styling through the ages. Today, many packaging designs reflect the affinity of packaging.
For example, bionic packaging, bionic packaging from the natural world of the atmosphere is the earth's packaging, trees are the bark of the packaging, eggshells are the packaging of eggs, orange peel is the packaging of oranges of the universal concept of thinking. Traditional Chinese packaging containers, whether ceramics, wood products or rattan products, in short a complete shape must be full and simple, and the use of relatively trouble-free decorations. This is related to the traditional Chinese aesthetic pursuit, perfect national psychology, deep traditional culture.
(3) Strong and simple colors
In packaging design, the application of different colors will give people different visual feelings, and the psychological changes caused by different colors are complex. Different times, regions and even personal preferences will have different feelings about the same color. In China, the use of traditional colors is more in line with the aesthetic standard of the public. Since ancient times, Chinese people have been attracted to red and yellow.
From National Day to Chinese New Year to personal weddings or birthdays, the auspicious color red is often used. Most things wrapped in holiday gifts are red. Yellow is the color of the feudal Chinese emperors, symbolizing sanctity, solemnity and authority, and representing the center. In food packaging, yellow color can give people a feeling of richness, sweetness and crispness. Therefore, traditional Chinese packaging mostly uses red and yellow, such as red paper or yellow kraft paper bags and cartons.
In addition, each country has its own preferred colors, so there are some relatively taboo colors. For example, the French taboo dark green, because it is the color of the Nazi uniforms and the psychological aversion born; people in desert areas have seen more yellow sand, so they especially cherish the beautiful oasis, so they especially cherish the green.
Islamic minarets and Arab flags are green, so they prefer green, which is considered decorative and symbolic, and yellow is forbidden. Therefore, if we need to make a good package design, we must know the preferred color of each region to enhance the competitiveness of our products.
(4) Natural and simple materials
Materials are basically utilized in traditional packaging. Due to the low level of production, many new materials are not available, so bamboo, wood, rattan, hemp, shells, gourds, bamboo, reed leaves are widely used, so the manufactured packaging is characterized by vintage and natural. The material of the package itself can make people feel the beauty visually, just like a furry dress, which can remind people of the tactile sensation they feel with their hands.
Something that feels good therefore creates a sense of intimacy. Therefore, the appearance of packaging design also needs to consider the consumer's sense of touch with the product. Touch of beauty is a modern aesthetic demand. There are many series of packaging materials on the market at present, but under the green theme design of environmental protection and recycling, the series of packaging design of paper is one of the main materials.
Today, many packages used in specialty paper packaging is accepted by most people. Of course, in addition to paper, there are metal, wood, plastic and some new composite materials. Because different materials and textures can give people different visual and psychological feelings, the choice of reasonable packaging materials is an important factor in determining the grade and scale of packaging products.
We know that the Great Wall of China's wine selection of wooden packaging materials, its original flavor, simplicity, the characteristics of the long history of the invisible add texture. Therefore, the choice of good packaging materials has become a necessary means to reflect the value of goods.
Three, the significance of traditional culture in contemporary packaging design
A good product packaging needs to be injected into the more traditional culture, especially packaging represents the connotation of the corporate culture, so the culture can not be ignored in the packaging. How to reflect the culture in the packaging, as mentioned above, either with a certain symbolic meaning, or on behalf of people's general aesthetic standards, or to give a sense of comfort and so on. Some special colors, special characters or attributes representing the product are the basic forms of expressing culture.
In short, the skills of packaging design, in addition to color, the need to grasp the shape of the design and the embodiment of cultural connotations, but also need to learn from life, from the masses, from the market, study the needs of consumers and the desire to buy psychology, to capture people's lives on the packaging of the practicality and aesthetic appeal. Only in this way, product packaging can be constantly upgraded to a new level, sublimation of some new tastes. Packaging is the social form of commodity culture.
It represents the level of science and technology and the degree of social materialization and development of a country, nation and region, but also shows the unique national cultural landscape and aesthetic level. Every country in the world is facing the challenges of development and globalization. New cultural forms, exchanges and influences with other peoples have changed people's worldview.
These factors have had an impact on packaging design. People want to keep their long cultural traditions as long as possible, but they also have to face the trend of globalization. Therefore, the application of traditional culture in packaging design is very important.