Cultural design of packaging design

The packaging design is based on certain product attributes, the physical structure of the goods, the storage and transportation conditions of the goods, the conversion of the space distance, the promotion of the goods, and Other needs, from the packaging container design, packaging materials, visual design to marketing methods, etc. Series of thinking and creative process. In this process, many fields such as business, society, folk customs, aesthetics, and production are involved, which fully embodies the comprehensive culture of packaging. The analysis is based on several representative aspects.

1. Art aesthetic culture

Aesthetic culture is a social emotional culture led by the subject's spiritual experience and emotional enjoyment. With the advancement of social civilization, human aesthetic standards and the psychological needs for aesthetics in social activities are also expanding. For their own commercial consumption behavior, people are no longer satisfied with simple functional requirements, not only value the value and price of the goods. , And very particular about the aesthetic value of goods packaging, emotional value and other goods added value.

For the aesthetic demand, along with the early human creation activities of ancient human beings have begun. With the advancement of the productive forces, people have surplus labor products, so there has been a commercial activity. In the commercial exchange, people noticed that the aesthetic production The role of value-added, then there is a saying that "the goods sell a skin," then there is a story of "buying the goods and returning the beads."

A package design work, in addition to sales information delivered to the consumer in the sales process, often accompanied by visual communication to produce a certain degree of psychological feelings, such as elegant, luxurious, practical, refined, simple and so on. This kind of psychological reflection is a comprehensive reflection of the consumer's impression of the various decorative design elements--graphics, colors, text, packaging forms, textures, and processing techniques. . The famous Japanese book designer Su K. Pu Kangping pointed out that there are five senses in the aesthetic sense of the design. In addition to the visual parts, people will also get the beautiful information through hearing, smell, taste, and touch. When the packaging is held in the hands, The feel of the packaging, the fragrance of the material and ink that the packaging emits, the joy of opening the packaging, and the visual experience conveyed by the color and arrangement, enable the consumer to perform a complete aesthetic activity in the process. The process of this activity is almost every consumer must experience in selecting the goods. If we do not pay attention to the manifestation of cultural characteristics in packaging design, it is equivalent to tearing down the bridge of emotional communication with consumers.

The aesthetic culture changes with the progress of the times, and the aesthetics we talk about in packaging design are in line with the popular interests and aesthetic laws of the general public, because design has objects and serves the majority of consumers. Therefore, the grasp of aesthetic cultural standards can not be left behind, can not be too advanced, but can not be based on self-aesthetic standards for the creation of solitary self-respecting, which is the packaging of aesthetic culture has the characteristics of the popular.

2. Fashion and Popular Culture

Economic globalization, extensive information exchange, rapid dissemination, people’s increasingly open concept, increasingly diversified social structure, values, and aesthetics, frequent exchanges of people in different regions, and mutual influence of the concept of life, have made aesthetic tastes more diverse. Sexuality and integration. Therefore, it is natural not to use an absolute standard to measure packaging design activities and products. The design culture and popular culture in each period have their own unique concept system, and they are also inevitable in the development of history. Since it emerged, it shows that it has its own rationality. But it should also be recognized that epidemics also means group and time limitations. Without these understandings, we cannot have a comprehensive grasp of the era of packaging design.

Weakly popularized, we are usually accustomed to positioning it in the young consumer group, in fact, this is not comprehensive. The cultural background of different classes, consumer groups of different ages, occupations, and regions will change with the changes of the times. The new consumption culture forms resulting from this change will be popular for the target consumer groups. Sex. Only relatively speaking, the young consumer groups are on the cusp of the progress of the times, are the mainstream of promoting social fashion consumption, have a strong sense of advancement and dissatisfaction, which is the main driving force for the continuous transformation and development of popular culture.

As an important carrier of popular culture, packaging design naturally reflects the characteristics of popular culture. This is also an important means of forming tacit understanding of emotional communication with target consumer groups. For designers, grasping the information of the times and mastering fashion and popular culture The dynamics are particularly important.

3, national culture

The world’s culture does not come from the same source. Each nation in the world has its own unique language, habits, ways of thinking, values, and aesthetics due to the influence and constraints of different natural conditions and social conditions. It will inevitably form a variety of different national cultures. As a part of national culture, packaging design culture will inevitably reflect the psychological characteristics of the nation, and will express this cultural concept and national character in design activities and creative activities. For example, the Germans reflect a scientific, logical, rigorous, and rational style in their designs; Italians are elegant and romantic; Japanese people are dexterous, novel, and humane in their designs. These are ethnic groups. Visual representation of characteristics and cultural concepts. Our China's packaging design pursues a stable, complete, festive and complete, which is also an intuitive reflection of the long-established national psychological characteristics of human hair.

National culture is not immutable. It is constantly renewed and developed in the opposite unity with the era of the tuxedo, and it is also constantly updated and developed in its own unity of opposites. Therefore, a fixed view of national culture will inevitably limit the expression of national culture. Performance loses its vividness. In a long and tortuous process of development, a nation will exhibit a series of characteristics of the times. We should recognize the relationship between the cultural design of packaging and the inheritance and development of nationality, because the packaging design culture reflects the process of historical development and the development of each era of national culture is an overlapping and unified development relationship. It is also a nationality. The result of continuous accumulation and development of culture.

Every stage of development of ethnic culture is bound to be influenced by popular fashion at that time. Therefore, the inheritance of traditional culture should be treated with the perspective of development. Inheritance is fundamental and transcendence is the direction of development. This is also the history that designers should bear. responsibility.

4, marketing culture

The marketing culture embodies the company's market management philosophy and tactics. It aims to face the ever-changing market environment and adopt flexible marketing strategies to carry out marketing activities. In the modern market economy environment, the content of marketing culture is continuously enriched. The scope of research has covered the development, production, transportation, marketing, evaluation, after-sales service, and promotion of merchandise, and has become an important part of corporate culture. . Its specific contents include: market analysis and forecasting, development of promotional strategies, improvement of after-sales service, establishment of reputation, market assessment and consumer survey, technological innovation and new product development. Modern marketing culture has been closely linked with and intersected with economics, management, psychology, social consumerism, marketing, advertising, and economics, forming a comprehensive discipline.

Marketing education aimed at improving business efficiency was born in the United States in the early 20th century. Since then, with the development of the market, it has experienced different stages of development in concept. At present, domestic business schools also generally have marketing courses. As an important part of business culture, it plays a leading role in packaging design. Packaging designers should fully understand the company's marketing concepts and strategies in order to accurately grasp the design's positioning, so that packaging is conducive to product market development.

5, social culture

Social culture covers social sciences, social aesthetics, etiquette culture, social morality, social concepts and many other aspects. As a social and cultural phenomenon, packaging design culture is bound to have a close connection with other social and cultural phenomena.

Packaging design has an obvious promoting effect on social and economic life. People experience the cultural, aesthetic, and psychological diversification effects in the ordinary business behaviors and consumer behaviors. The etiquette culture generated by the social interaction between people requires packaging design to take into account the function of gifts and cultural expression: the moral constraints of society also guide packaging design to take responsibility for creating a well-ordered economic order. The existence and production of such social problems has a profound influence on the packaging design culture, and it also puts forward higher requirements for the packaging designers' social literacy and sense of responsibility.