Abstract: In a modern society with a highly developed commodity economy, packaging is closely related to people's lives and plays an increasingly important role. Applying the national style to the packaging design of modern gifts not only reflects the national spirit and cultural connotation of the gifts, but also enhances the competitiveness of the products in the market. As a part of national culture, packaging will inevitably reflect the psychological characteristics of the nation, and this cultural concept and national character will be reflected in the creation of design activities. It is an important means for the communication of commodity culture, and it is also an important factor in the development of packaging design in China. The missing essential component.
Keywords: modern gift packaging ethnic style
Today's society has entered a new stage of rapid development of modern commodity economy and science and technology, and the social culture is increasingly diversified. This requires that when designing packaging, not only should it pay attention to its aesthetics and functionality, but it should also consider its unique cultural charm. While actively absorbing and borrowing from foreign cultures, we should also pay attention to the development of traditional ethnic culture.
First, the impact of ethnic style on modern gift packaging
The gift packaging that originated in the late 18th century has undergone more than two centuries of development. Although its definition has always been inseparable from the two meanings of “bearing commodities†and “protecting commoditiesâ€, it has evolved along with the development of culture and technology and people’s lives. The change of methods, in today's commercial society, gift packaging to meet business needs, its function and role have been greatly expanded, gift packaging technology has also been an unprecedented development.
(I) Lightweight and durable is a distinctive feature of modern gift packaging. In the selection of gift packaging materials, it is very good at tapping the unique qualities of natural materials. Such as straw basket packaging everywhere, cherry leaf packaging and bamboo packaging. The use of bamboo's toughness can provide good protection for packaged items.
(B) Emphasizing "Simple, Gorgeous"
This is a good mix of seemingly contradictory features in the gift packaging design. In many packaging gifts have a good embodiment, in addition to simple traditional design elements, but also a large number of the introduction of fusion of Western and other Western design elements. Anytime, anywhere, shopping in department stores, gifts will be wrapped in exquisite, gorgeous packaging paper, even a notebook, as long as customers request, will be the most detailed packaging. After unpacking, the beautiful packaging paper and the various forms of packaging presented to the eyes have always been regarded as beautiful enjoyment, not to mention the kind of surprise that people experience when they receive the gift and the expectation of the gift. Excited.
(3) The characteristics of packaging design and culture are related to the culture of polytheism As early as ancient times, people worshipped many gods and believed that God exists in all things. For people, any tangible object carries some kind of life, not just simple “things.†Therefore, packaging is not just about packing an item. It also means being at the “object.†Life in "provides a resting place. This point of view has a profound effect on packaging, highlighting the feelings of people and packaging.
Second, the manifestation of the national style in China's modern packaging design
In modern packaging design, the relationship between innovation and tradition is even more important. However, no matter what degree of innovation, what level of modernity can not be detached from the original cultural connotation. The more national characteristics of the packaging design, the more universal; the more artistic packaging design, It will be able to win bigger and wider consumer markets.
First of all, while the overall aesthetic perception affects people's aesthetics, the color psychology of the nation also has a huge impact on packaging design. Color is the most direct visual language. An item first gives people an impact, leaving people with a deep impression. The factor is also color. Color gives people many emotions. Different nations also have different colors and emotions, which means they have different color psychology. Each nation’s color psychology is not isolated, but is also determined by a variety of factors such as the nation’s entire culture, ie, its psychological structure, social age, and living environment. It is the result of long-term historical accumulation and a derivative of political morality and ethics. And chromosomes. Cultural factors are the sources and soils of national color psychology. In different historical periods, the specific conditions of their influence on ethnic color psychology are different. By the turbulence and turbulence of life, stability and stability of life are the key factors. With the development of social economy, all ethnic groups interact with one another, and cultures are infiltrated. People's color psychology is also mainly influenced by the trend.
Second, China's national color psychology, after a long period of continuous development and development, has formed its own unique and complete system. In theory, the perceptual summarization refers to the so-called “class coloring†and rationality, which is the so-called “image pursuitâ€. The concept emphasizes the nature, function, role and relationship of color. In performance methods, the pursuit of simple, crisp, harmonious, rather than the three-dimensional light and dark conflict; artistic effect, requiring "brilliant but not vulgar," "heavy but not stagnant," "light but not thin", "deep but not dirty" In order to achieve a satisfactory aesthetic view in a timely manner. This kind of color psychology in China has undoubtedly left a great influence on its various art forms, especially packaging design. At the same time, in the history of China for thousands of years, the techniques, materials, and aesthetic forms of packaging have also undergone development at different stages and in different stages. As a result, there are inevitably many excellent packaging methods spread among people. . Various kinds of ceramic containers, wooden utensils and other packaging materials, giving people a deep sense of nostalgia.
Finally, a perfect packaging design must be designed to highlight the subject and impress the viewer. The theme of the design is mainly the use of words to complete, and decorated by the color and graphics, the quality of the text image is particularly important in the interior design. The development of Chinese characters into calligraphy is a leap in the use of characters. When writing, people consciously pursue the movement, rhythm, and tension of the dotted lines and the imposing state of the progressive combination. At the same time, they also contain emotions. A calligraphy work can reflect the author's personality, temperament, self-cultivation, and the creation of emotional state of mind and the pursuit of artistic conception and other factors, but also reflect the characteristics of the era, cultural background, national spirit and aesthetic concepts. The use of calligraphy in today’s art is also very extensive. This is closely related to the spirit of the “Book of Taoism†that Chinese people have loved since ancient times. Giving the calligraphy art new meaning is also the need of the development of the times. The use of various artistic fonts in packaging design is based on changes in the principles of calligraphy. We must strengthen written awareness in packaging design, especially for calligraphy, a unique form of ethnic art. We must thoroughly explore its form and composition as well as the principles of its aesthetics in order to be able to use it with ease and to bring the designer's work to life. The vitality of life.
Third, the use of ethnic style in gift packaging
In the modern economic life, the packaging of gifts has taken an important position and plays an increasingly important role. People's understanding of packaging is also undergoing major changes, packaging is not only seen as a package of gifts, but a microcosm of marketing strategies. The level of gift packaging directly affects the popularity of the gift, and the quality of the gift packaging is also directly related to the economic development of a country or region.
First of all, ethnic style is often used in the design of modern gift packaging. It can enhance the competitiveness of gifts in the market. Since the 1980s, due to the intensification of competition, designers have tried every means to highlight their own characteristics. In the process of searching for “characteristics of their ownâ€, they often consciously or unconsciously enrich themselves through the use of ethnic characteristics. It is inevitable that the national style is becoming clearer. The modern gift packaging with ethnic style can also reflect the humanistic spirit of gifts. For modern gifts, it is difficult to fully express the culture of packaging design by simply using abstract design techniques. The application of ethnic style in packaging can reflect the national spirit and cultural connotation of gifts.
Second, China's national style is often used in modern gift packaging, such as the use of Chinese calligraphy and Chinese painting art in packaging design. It successfully combines traditional art with modern packaging. In the pursuit of aesthetics, Chinese calligraphic art pays attention to the freehand brushwork and the pursuit of deities. Many packages based on Chinese characters are highly original in design. If we learn from patterns of folk people (mostly tie-dye and batik), they will be able to express rich Chinese characteristics. China’s outstanding cultural heritage has laid a solid foundation for the modern national style of gift packaging. Traditional Chinese culture is not human-to-human but human-to-human. Chinese Confucianism, Taoism, and Buddhism emphasize the improvement of personality in different levels of education. Reflected in the modern gift packaging is reflected in a connotation of beauty. The Chinese painting theory puts forward the issue of “hiding†and “exposing.†It should not be overlooked. It makes people unable to see and think endlessly. Modern gift packaging can be inspired from it. Since the reform and opening up, China's modern gift packaging has made great progress. Based on the inheritance of excellent cultural and artistic heritage, it can also learn and draw on the foreign design of new technologies and new expression techniques, enriching the design of artistic expression language. In the composition of the screen, the formation of the main body of the text, the description of the main body image, the design of the color has been a useful exploration. Especially in the packaging design of similar gifts, it pays attention to the in-depth study of ethnic forms and ethnic styles. In its national treasure house, it absorbs nutrition and uses it to convey the temperament and style of the nation.
In the end, the most dazzling beauty products on the market, most of the gifts "foreign" taste is very strong, but there are many series of cosmetics, but it is completely using Chinese traditional patterns and colors, plus several Chinese characters in running script, The market is also very popular with consumers. The combination of design and the most advanced international technology will bring vitality to the development of modern gift packaging. Persevering in nationalization is to adhere to promoting the national style in the Chinese national culture and developing the national essence that is recognized by various countries. We should see that due to the influence of the media such as the Internet and film and television, the national culture of various countries is developing toward the direction of assimilation. The essence of each country’s culture is constantly being absorbed and accepted by other countries and becomes a new component of international culture. Therefore, the Chinese design community should pay more attention to the excavation of the Chinese national culture and influence the internationalization with a unique nationalized packaging design, so that China's gift packaging design is recognized internationally and becomes part of the international design.
In short, national characteristics have “infinite vitality†for the packaging of goods. It is an intrinsic and continuous vitality. It will not die out because of the development of the times. After thousands of years, each ethnic group will still retain their own. Unique style.
Source: Thesis