This law of design power is nothing more than saying that packaging design should pay attention to communication with consumers, so that people can see and feel the power of design at a glance and have greater interest in products. Japanese design is unique in the field of design, simple and comfortable, or extremely cute, and Japanese catering packaging is often impressive.
We have written many articles about Japanese food industry packaging before, for example, we will learn from Japan to inject emotion into packaging design, what key points Japanese food packaging has given us, and so on. But we all look at Japanese packaging from the Chinese perspective, which is a learning and observer perspective. Today, we want to talk about Japanese packaging design from the perspective of Japanese/design.
Although Japanese packaging design is unique in the industry and has a lot of creativity, the significance of innovation lies in change, so over the years, Japanese packaging is actually changing. Similarly, as a bystander, we may not be close to the forefront of Japanese design. Shiren G field has brought us three future trends of Japanese packaging design.
Sense of atmosphere:
The first is the sense of atmosphere. The word "atmosphere" is also very popular in China recently, which is an aesthetic trend. In the field of Japanese design, it refers to the "immersive" feeling that products bring to consumers through design.
Ketian Shiren gave an example. In Japan, there is a bar whose decoration style is very futuristic, but the bar only provides drinks, not alcohol. This kind of bar exists because the younger generation in Japan pay more attention to a healthy lifestyle and don't want to consume a lot of alcoholic drinks. Another atmosphere comes from Japanese-style izakaya. Izakaya is a restaurant with Japanese characteristics, but Japanese young people feel that some traditional izakaya doesn't seem to fit their style, so now a new izakaya is born in Japan. This new type of izakaya is more in line with young people's preferences in decoration design and dishes.
It is not difficult to find that young people prefer to get together with friends for a drink and talk about the atmosphere rather than drinking.
Experience:
The sense of experience mentioned here refers to the sharing intention of consumers based on product packaging design. In the social era, a good package can go out of the circle, largely from the spread of tap water by consumers.
Last year, Corbis launched a series of limited edition "after school" summer activities. When the bottle was unopened, it was a boy walking alone. After drinking a bottle, you will see a girl on the other side of the package. The two men are holding hands. In this way, the ingenious design of kolbe's own liquid milky white has stimulated people's desire to share-everyone will take pictures before and after and compare them.
Changes in the post-epidemic era:
The epidemic has a great impact on the world, and Japan is no exception. In the post-epidemic era, Japan's packaging design has also undergone corresponding changes. For example, because online shopping will become more and more popular, packaging design needs to consider that e-commerce environment can attract consumers more.
In addition, the labels and boxes of packaging can be as simple as possible, because online shopping can help us reduce costs and save resources. G Tian Shiren said that more and more enterprises hope to enhance brand value through packaging design, and digital brands are becoming more and more important. How to achieve branding through websites, online stores and social media has become a strategy.
Why is Japanese packaging design so popular? Japan is one of the countries that pay the most attention to packaging in the world, and their packaging design has always been in a leading position in the packaging industry. So what makes Japanese packaging design so popular?
If you want to know the answer, you must start with the characteristics of Japanese packaging design. Generally speaking, Japanese packaging design has three characteristics: the perfect integration of local culture and innovation, the concept of combining tradition with modernity, and the inclusiveness of perspective.
"The Perfect Combination of Locality and Innovation"
Many packaging designs in Japan are permeated with some characteristics of national elements, thus forming a "local flavor" packaging design with Japanese characteristics. Multicultural environment and national consciousness of self-improvement are the main reasons for the formation of "local flavor" Or in other words: "It is Japan's strong sense of local belonging and their unique collective concept-this kind of consciousness can give birth to the spirit of * * * and similar flavor."
Driven by the aesthetic spirit of "Japanese flavor", under the social conditions that competition leads to the enhancement of original consciousness, and under the atmosphere of great respect for designers' originality, Japanese designers exert their "re-creation" ability on the traditional platform attentively. For example, the re-development and re-processing of traditional materials will bring about new ideas. Using the meaning of new fashion, a large number of detailed patterns are printed on paper again, and then this paper is used for future design, so that "Japanese flavor" has always maintained vitality and change.
"Pay attention to the concept of combining tradition with modernity"
China was widely influenced by Japanese culture in history, and then gradually developed into its own national style, which was well reflected in its packaging design. After the Meiji Restoration, Japan implemented a civilized policy. With the opening of the country, various foreign art schools and design trends have been introduced to Japan in all directions. Modern arts such as Art Nouveau and Bauhaus's design concept have a far-reaching influence on Japanese design. Between tradition and modernity, east and west, Japan has explored a Japanese-style modern packaging road. After a long period of accumulation and refinement, Japanese traditional packaging culture has reached a very simple and refined level, forming a unique aesthetic standard.
For example, pure rice wine packed with rice straw, the flexibility of rice straw provides necessary protection for glass, and at the same time shows the mellow flavor of rice wine. In the handle woven by two straw ropes, ten grains of rice are carefully left, suggesting that 100% grain composition. In addition, the imitation poster of the Song Dynasty pasted on the packaging grass added the brewing history of yellow rice wine and made the whole packaging blend into a cultural atmosphere. There are also eggs packed with straw, which not only give strong protection to eggs, but also present the freshness of eggs.
It can be seen that the biggest feature of Japanese packaging design is that it emphasizes the exploration and promotion of traditional design style while drawing on and absorbing foreign advanced design concepts. The existence of traditional design and modern design emphasizes both national tradition and modern civilization.
"Look at the inclusiveness of the angle"
From the perspective of packaging design, its styles can be roughly divided into two categories, one is the modern "foreign" style, the other is the traditional "harmonious" style; Although it can also be divided into comprehensive forms, "harmony" and "foreign" are still the main types. Just like the girls on the streets of Japan, there are images of colorful hair and exaggerated and open fashion clothes, as well as elegant and reserved images of wearing traditional kimonos and clogs. These two styles echo each other and attract people's attention, making people feel that tradition and modernity, simplicity and fashion are in harmony.
For several reasons, Japanese packaging design has long been favored by Japanese and foreigners. Generally speaking, only packaging design with local characteristics and continuous innovation can become the vane of design field.
In fact, there are many good packaging designs in China that also have the above three characteristics, such as tea packaging and gourmet packaging. As long as we make continuous progress in our study, I believe that China's domestic packaging design will definitely set off a new trend in the design field!
What are the characteristics of product packaging design and printing in Japan?
Japan's design industry has been ahead of the world, and its packaging design has its own unique charm. Rich material goods need a huge market, and packaging design has become an important way of commodity competition. Through the observation and analysis of Japanese packaging design, the editor summarized the design characteristics of Japanese packaging design and design. Appreciation of foreign kraft paper bread brand packaging design works
First, the "first impression" of packaging design in Japan market
1. "foreign" and "harmony" packaging have their own styles.
This trip passes through Tokyo, Fuji Palace, Kyoto, Nara, Osaka, Nagoya and Aichi World Expo. All the way, I came and went in a hurry, passing by street shops, souvenir shops, specialty stores, supermarkets, department stores and shopping malls. First impression Japan is a society where supply exceeds demand, and there are many kinds of goods. From the perspective of packaging design, its styles can be roughly divided into two categories, one is the modern "foreign" style, the other is the traditional "harmonious" style; Although it can also be divided into comprehensive forms, "harmony" and "foreign" are still the main types. Just like the girls on the streets of Japan, there are images of colorful hair and exaggerated and open fashion clothes, as well as elegant and reserved images of wearing traditional kimonos and clogs. These two styles echo each other and attract people's attention, making people feel that tradition and modernity, simplicity and fashion are in harmony.
"foreign" packaging shows the consumption mentality of the mainstream people in Japanese urban life today-chasing fashion, opening up, worshiping foreign things and obsessing foreign things; "Harmonious" packaging reflects Japanese attachment to its traditional culture and spirit.
Today, Japan's "harmonious" packaging attracts the author's attention. First of all, designers try to make their works contemporary while carrying forward the characteristics of national style, thus creating a new fashion style; Secondly, because its oriental spirit is inextricably linked with our traditional culture. Today's Japan, on the basis of China's traditional culture, has joined Japan's unique national cultural spirit, and on this basis, it has found a Japanese atmosphere and modern fashion context, and embarked on an amazing new way of Japanese packaging art style. Designer's Childhood Works: Appreciation of Flour Packaging Design
2. Traditional new materials, exquisite craftsmanship and careful design.
The quality sense of Japanese product packaging left a deep impression on people. From the surface of packaging, it not only shows the depth in graphic creation and color application, but also reflects the designer's persistence in improving materials and technology. Graphics and colors mainly focus on traditional aesthetics and national culture, while materials are selected from nature and become practical and beautiful through modern technology, forming a packaging image with obvious Japanese characteristics, which fully shows the talent of Japanese people who are famous for their rigorous work in packaging art.
This intelligence is also manifested in the following aspects: first, the material industry, processing technology and its system related to packaging are quite complete, such as the modernization of traditional handicrafts such as paper, lacquer art and wood products; Secondly, the related research of graphic design and methods, the in-depth research of traditional handicrafts and business intelligence have been done very solidly. All these provide a good foundation for design and creation. Therefore, it is difficult to find shoddy things in Japanese shops, from toothpicks to daily necessities; From a single product to a series of product combinations; From machine production to manual production, every work is beautifully made and fascinating.
3. Environmental protection concept is reflected everywhere in packaging design and production.
Japan is an island country with a small land and a large population. The inherent resource crisis has made them form a strong sense of environmental protection. This environmental awareness is the result of the government and its related organizations, education and public awareness. Reflected in every aspect of Japanese daily life. Similarly, in packaging design, designers consciously consider environmental factors and become their normal way of thinking. In the selection and development of materials in design practice, materials that do not pollute the environment and are easy to recycle are the first choice. Appreciation of designer's creative invitation handbag packaging design
Second, interpret the background and reasons of design.
1. In-depth study of morphology, traditional graphics and perceptual engineering in Japanese design education is the key. By observing the phenomenon, we can trace back to the background of this design. Japanese scholars have deeply studied the basic education of modern design, and gradually formed their own theories and methods. They conducted in-depth research and deduction on western constructivist modeling thought and chromatics, and constructed the so-called "three major components" education system with a unique subdivision concept in Japan; At the same time, they have not given up the research and deduction of traditional oriental pattern science, such as the research on traditional patterns and processing technologies (such as plant dyeing, tie-dyeing, embroidery, hand painting, etc.). ) centered on kimono clothing. This research method, which combines traditional model science with morphological science, will inevitably show a pattern of mutual reference and common development.
In addition, with the increasingly fierce market competition, consumer demand-oriented product development model has gradually become the mainstream. Therefore, Japan's research on the so-called "Kansei Engineering" theoretical system is becoming more and more mature. In essence, it is an idea and means to explore the different "perceived values" and their relationship produced by the interaction between "human" senses and "things" by using engineering technology. In the field of product design, it quantitatively expresses people's perceptual intention of "things" and links it with product characteristics to design products that meet people's expectations.
2. The multicultural environment and the national consciousness of self-improvement gave birth to the formation of "Japanese flavor" in Japanese design. It is not difficult to feel the multi-culture rooted in this region, which completely copied the things from Europe and America, the meaning of "Zen" introduced from ancient China, the simplicity and splendor of pure Japan, and the recent outbreak of "Japanese fashion". However, what caught my attention was something with "Japanese flavor". Considering the formation of these "Japanese flavors", the most important thing is Japan's strong sense of local belonging and their unique collective concept, which can promote the spirit of * * * and similar flavors.
Driven by the aesthetic spirit of "Japanese flavor", under the social conditions that competition leads to the enhancement of original consciousness, and under the atmosphere of great respect for designers' originality, Japanese designers exert their "re-creation" ability on the traditional platform attentively. For example, the re-development and re-processing of traditional materials will bring about new ideas. Using the meaning of new fashion, a large number of detailed patterns are printed on paper again, and then this paper is used for future design, so that "Japanese flavor" has always maintained vitality and change.
This ever-developing "Japanese flavor" presents obvious visual characteristics in Japanese packaging design. Many languages in traditional design are reflected in modern packaging. As far as patterns are concerned, they are mainly abstract, including plant patterns (plum, cherry, rattan and chrysanthemum), animal patterns (dragon, phoenix, fish and bird), vessel patterns (vegetables, fans, round fans and tea props), hemp leaves, meshes, tortoise shells, and traditional family emblems and geometric patterns. In addition, many knot elements are used in kimono and ancient women's headdress, which have been well used in packaging and have undergone new interpretations and changes. Around the application of "Japanese traditional colors", a series of color words with Japanese local characteristics have been produced from traditional painting, patterns, clothing, food and other fields, and colors with Japanese characteristics have been formed on the packaging.
Of course, a relatively perfect advertising marketing system, a strong basic industry and a relatively healthy traditional handicraft system are also the guarantee for the realization of the design concept. This provides a good environment for the realization of "Japanese flavor"-the extension and innovation of traditional context. Designers appreciate the black packaging design of Heigubao brand drinks.
Three, several small product packaging design case analysis
Case 1: Fruit
Fruit is a traditional Japanese dessert and is often used as a "companion" in tea ceremony. Generally made of rice flour, there are two kinds of hard and soft, the hard one is similar to biscuits and rice cakes, and the soft one is similar to glutinous rice cakes in China. For China, a gourmet country, this kind of dim sum seems insignificant. However, even the most common dim sum, carefully designed and packaged by designers, plays a very important role in Japanese daily etiquette life and becomes a good gift.
First of all, the design and production of fruit shapes and colors are varied. Secondly, after packaging, it presents different grades in the market, and the price ranges from several thousand yen to tens of thousands of yen. The popular packaging is generally three layers. The outermost layer is wrapping paper, with Japanese cartoons, traditional patterns or characters as the main graphics, and some directly use Japanese paper. The second layer is a paper box, which is covered with a plastic interlayer, and the fruits are neatly arranged in it, and there are also separate plastic packages. For expensive gift packages, there are four or more layers. In addition to the exquisite design of the outer wrapping paper and the box, the layer that is packaged separately is also more careful. Hand-painted wrapping paper coated with waterproof coating is made into various shapes by hand, just like detailed works of art, this is an ordinary dessert, and it has been shaped into a valuable gift.
Case 2: Pickles
The same packaging characteristics are also shown in another humble food-pickles. Japanese designers really put a lot of effort into the packaging of kimchi. In order to convey the concept of natural environmental protection, pickles are packed with natural materials or simulated materials (leaves and bamboo leaves). Sometimes they are vividly shaped into raw materials, like whole radish and whole cabbage, trying to express the meaning of returning to the natural ecology. It is through careful design that the added value of products can be improved.
Case 3: bento
Bento is a daily fast food in Japan, which is sold in supermarkets and small shops. For office workers of different classes, their product grades and packaging are different. The economical packaging is ordinary paper boxes, wood-like paper boxes, and the advanced ones are wood boxes or plastic boxes that imitate lacquerware. This design comes from a traditional Japanese restaurant, which is made of wood and pottery and put in a lacquer box. Nowadays, urban office workers pursue this feeling of eating, so do designers. The only difference is that they are made of recycled paper, recycled wood and other easily recyclable paper materials, so that people can enjoy the traditional aesthetic feeling and save costs when eating.
There are countless successful packaging cases in Japan. In the process of internationalization, these design concepts and characteristics will provide designers with new ideas, so that designers can pay more attention to their own characteristics and show their unique charm culture in the design process.