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Packaging design "Yue Jiajun," the first person Zheng Xieping: holding a magic pen to make a wedding dress for the product...
"According to the saying, it's easy to do one thing, but it's very difficult to persist in doing the same thing every day. This year, 67-year-old Zheng Xieping has been drawing for two hours a day since he picked up the pen. For several decades, painting has not only been his work and hobby, but also an essential part of his life.
Because Zheng Xieping is a disciplined and self-demanding person, his soldier-like loyalty, passionate spirit, and rigorous, enterprising research attitude are vividly reflected in him. Even his work sometimes doesn't behave as expected."
Zheng Xieping's work and research have always been closely tied to the pen from the very beginning. Products such as Wuliangye, Jiugui Liquor, Gu Yue Long Shan, Yueyang Maojian, and Qu Yuan wine—these well-known products first catch people's eyes with their packaging, which all come from Zheng Xieping's hands. Insiders say that Zheng Lao has a magical pen. This pen not only produces peanuts but also brings rapid development to Yueyang's packaging design industry. He was hailed as the "Yue Jiajun" of packaging design.
To work hard and quietly in the packaging design industry
"Sorry, I made you wait for a long time," said Zheng Xieping when he saw the reporter. His humble and harmonious character and honest, rigorous style were evident in his glance. The day before, when the reporter met Zheng Xieping, he had just returned from the national packaging industry conference in Shenzhen. Although he has retired for many years, Zheng Xieping, who is still active, cannot stop working. He personally takes charge of the daily work of the Yueyang City Association of Experts. To avoid wasting too much of his time, the reporter's interview began with packaging design.
In the actual consumption process, many times consumers do not have a deeper understanding of the product's internal qualities, so they gather information through the senses, such as looking at the appearance and packaging, trying to use touch, and then combining these feelings of fragments to perceive the good and bad of the product. These fragments of feelings are manifested through design.
"Now the designs are all made on computers. They don't say much about saving resources, but they save unnecessary trouble and save time," Zheng Xieping said. He mentioned that previous designs were all made by hand, so they must have strong art skills.
Success does not happen overnight. In the course of Zheng Xieping's success, what he gave and stood was something that nobody else could imagine. Because of his interest in fine arts since childhood, when he was in college in 1963, Zheng Xieping chose the Central Academy of Fine Arts (now the Fine Arts School of Tsinghua University). "At that time, due to difficult conditions, I had to draw hundreds of paintings a day and draw countless pens and countless sheets of paper," Zheng Xieping said. Sometimes when the paper ran out, he reversed the previously drawn paper and continued to polish his own skills.
At Zheng Xieping’s desk, the reporter saw the award certificates he had produced for major companies. Behind every certificate, there is an unforgettable story.
In pursuit of design results, he was mistaken for kiln workers.
The design is only the first link of the packaging. When the sample image of the work is designed, it needs to be made into a finished product. The rigorous Zheng Xieping, in order to ensure the design of the original flavor, often took on multiple roles. Packers, kiln workers, and tailors... After each design sample came out, the production of its packaging, Zheng Xieping’s personal efforts, and thus also made a lot of jokes.
Not long after coming to Yueyang, Zheng Xieping went to Pingjiang to design dry packaging. At the time, the transportation was inconvenient. He often traveled alone from Yueyang for a few hours. Due to the time constraints and heavy tasks, Zheng Xieping often started to conceive in the car. When arriving in Pingjiang, Zheng Xieping didn’t realize until the driver reminded him that he hurriedly got off the car, and the luggage he carried often fell into the car.
The reward was a reward. He had dried the rope-bound sauce for Pingjiang in the past and put on a beautiful plastic exterior, making it popular with the market. This is just the tip of the iceberg of Zheng Xieping’s packaging design.
After Pingjiang dry sauce became popular, Zheng Xieping began to work hard in the "Qu Yuan wine." In response to the local unearthed Chinese ceramic tile pottery and abundant linen resources, he designed a geometrically sculpted vessel with a strong sense of art. It was decorated in a cool, cold-scenery look. Like an old chime.
In the firing process of the container, Zheng Xieping personally went to Jingdezhen, the porcelain capital of China. In the high-temperature and dusty kiln, Zheng Xieping fully concentrates and cares for his products. After the completion of the burning process, Zheng Xieping, who was covered in dust, was mistaken for a kiln worker by the leaders of the ceramic factory at that time. He arranged many firing tasks for him, and the modest Zheng Xieping readily accepted it.
In 1989, China's packaging tour Thailand, an old overseas Chinese loved to win "Qu Yuan wine" even claimed: "It's so beautiful! It's beautiful!" And bought it as a souvenir.
Maojian Tea, Dongtingchun, and Yueyang Winery... Behind every familiar brand, Zheng Xieping's mark is left behind. Yueyang's packaging design industry has also made great changes under his efforts, but Zheng Xieping's design dream has not changed.
Magical pen, inject vitality for many companies
Xinjiang, Beijing, Shaoyang, Yueyang... For many years, Zheng Xieping’s footprints have traveled all over the country, but his deepest memory is still in Yueyang’s 30 years.
The tide of reform in the Dongting Lake is surging, and the heat wave in the Balings is rising. In 1986, Zheng Xieping, who was working in Shaoyang City, Hunan Province, was inspired by the wave of reforms. At that time, the leader of the Yueyang City Party stated, “We Yueyang Welcomes You,†Zheng Xieping took up his bag and set foot on the train to the north. At this time, he had just returned home from the Beijing Bayi Film Studio.
The gorgeous and majestic Yueyang Tower, the vast lake of Dongting Lake, the endless waves of water swaying and undulating, rolling waves patted the white clouds stretching to the end of the sky. The splashed waves beat the towering embankment and beat Zheng Xieping’s hot chest.
Yueyang as the introduction of talent, Zheng Xieping took up the task of Yueyang City, Hunan Province, deputy director of the Office of Economic Commission of the packaging industry. As soon as he arrived in Yueyang, he welcomed the "Hunan Egawa Material Trade Fair." In order to ensure that this transaction will be a complete success, he drilled in and spent a full 3 days recording the Yueyang name, gifted, special and new products in different categories. The packaged and poorly packaged and pending improvements separately marked with red and blue pencils. Immediately afterwards, he went back to the counties, districts and their farms non-stop, using his magical pen to inject vitality into each company.
In the past 28 years, Zheng Xieping's footprints have covered the enterprises in Yueyang townships, and have designed and packaged more than 1,000 products for free, which has increased the market share and added value of products, and has caused many companies to turn a profit.
In the past 28 years, Zheng Xieping has received senior experts from National Model Workers, China Experts Network, National Outstanding Packaging Designers, Hunan Institute of Technology and Yueyang Vocational College, and has enjoyed special allowances from the State Council.
In the beautiful Yueyang, Zheng Xieping drew his head into his design world. It stayed for decades. When we cheered Yueyang enterprises on how much they made profits, how many jobs they provided, and how much they contributed to GDP growth, don’t forget to have more researchers like Zheng Xieping to work harder and quietly. Their silent voice deserves our applause.
[Character file]
Zheng Xieping, a native of Yongzhou, Hunan, is the chairman of Yueyang Expert Association and the first and third batch of outstanding experts in Yueyang City. After graduating from the former Central Academy of Fine Arts (now the Fine Arts Academy of Tsinghua University) in 1966, he worked in the Xinjiang Military Region and the Beijing Bayi Film Studio. In 1986, he was introduced as a special talent to Yueyang. For 28 years, he traveled to township enterprises in all counties (cities, districts) of Yueyang City, and has designed and improved more than 1,000 items for free. Its packaging design has won 1 international gold medal, 1 international silver medal, and 12 national medals. Six works have won national patents. Many works have been exhibited overseas and collected by national museums such as Japan and Singapore. He was kindly received by Zhu Rongji in 1994; he was awarded the title of National Labor Model in 2000; and in the same year, he was awarded the "Shenzhen City of China Design Capital Contribution" awarded by UNESCO.
[Personal feelings]
Since we have chosen scientific research work, we are ready to overcome all kinds of hardships and efforts. No matter what kind of difficulties and hardships I face, I must calmly face it and do my best to solve it. Because this is my job.
In the past 30 years, I have always believed that those who have aspirations will accomplish. I always remind myself that arts and crafts design not only needs the inspiration of the mind, but also needs to fully understand the local characteristics and make use of it, as well as the willingness to endure hardship and perseverance.
Many times, my friends will ask me, have you done a lifetime arts and crafts design, have you ever been tired of it? In my mind, art and design can give me the pride that ordinary people can hardly appreciate. When the design results are accepted and accepted by society, I feel a sense of pride in my heart. I think this is my pursuit. I am willing to devote my life to it.
[Reporter's notes]
Even though he is 67 years old, Zheng Xieping has not stopped learning communication and often travels or guides his work. The reporter has contacted him several times in order to gain some short time. Entering Zheng Xieping’s office, award certificates and medals are everywhere, but he did not introduce them to reporters. "A medal and a certificate of awards are only affirmations of my past, but I can't be complacent about it and stop moving forward." His humility and studious are admirable.
During work, a pen, a piece of paper became his tool, but he can always complete the amazing design. I asked him to deal with paper and pen for so many years, tired of it? He said he is used to it and they are already part of life. I think only the extreme love for work and absolute faith in faith can support Zheng Xieping's persistence.
(Senior reporter Huang Yawen)
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(China Packaging Information Network is the official website of China Packaging News and China Packaging Industry Magazine.)
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