[Abstract] This paper discusses the cultural strategies and methods in packaging design by clarifying the relationship between design and culture.
Keywords: Packaging; Design; Culture Today's society has transitioned from an industrial society to an information society, that is, to a post-industrial society. The living space and lifestyle that human beings rely on are everywhere meticulously organized and creatively designed. We live in a design world that has been designed and continuously designed. As a product package design, not only has people's quality of life been improved, it will eventually change people's cultural environment and cultural atmosphere and form a culture.
The formation of design culture is inseparable from the cultural design. That is to say, the designers should be aware that the examples are designed not only for a certain product, but also for a lifestyle and a new culture. Therefore, designers should fully consider the cultural factors of the product while considering the function of the product. As far as the cultural factors of the product are concerned, it generally includes the cultural style of the product, the cultural psychology of the user, and the cultural spirit reflected among them, and gives the product a certain cultural taste. Therefore, when we carry out packaging design, we must not only consider the use of the product itself, aesthetic and sales functions, but also give the product a certain cultural charm. For example, the use of antique pottery cups, porcelain cups, wooden boxes or bamboo, etc. to do the packaging of wine, so that it has a rich ancient cultural flavor. Only in this way, packaging design will no longer be a kind of commercial behavior that companies use to compete with each other, nor does it stop in the fulfillment of function and the expression of aesthetic taste, but a kind of cultural creation, a kind of cultural design.
1 Cultural Strategy The world has entered the stage of economic and cultural integration. In a fierce market competition, commodity packaging is increasingly important. If packaging designers want to make their own packaging design competitive, they should strengthen its cultural power when designing, pass more sentiments, and create more atmosphere. Injecting appropriate cultural connotations into packaging has become an indispensable means to enhance the appeal of commodity packaging. To infiltrate a little cultural softener in the packaging design, it is bound to start from the following aspects.
1.1 Strengthen the design of cultural sentiments Consumers are more concerned with the mood of the goods when they choose their products, because the mood is the most emotional thing. It is always embodied in a certain form, and the formation is the best. Distinguish this product from its product and stand out on the shelf of the product, attracting consumers' attention. For example, at present, many manufacturers are eager to take a foreign name for their own products and use the words “MADE INCHINA†in their packaging. Gift packaging, the use of charisma and stimulating means to reflect a cultural interest, to attract consumers' attention and concern until the desire to purchase.
1.2 Emphasizing the embodiment of cultural style Any country or any nation has its own unique cultural spirit, which reflects different cultural styles in different periods. Commodity packaging to grasp their own national cultural style, can bring higher added value to the product. For example, in the packaging of Maotai wine exported from Guizhou, a rich national culture has been adopted, and the use of a dark red tone, arched-shaped folding structure of the Song Dynasty bucket-shaped ceramic cup has quadrupled the overseas sales price. This shows that the cultural charm embodied in the cultural style of commodity packaging can make the commodity invincible in the fierce market competition and play a leading role.
1.3 Considering the Differences in Cultural Psychology The shape and color of packaging have an implicit effect on people's psychology. Every nation, region or country is different in its cultural environment, and there are certain differences in certain forms or colors. If Muslims like crescents, taboo pigs or panda-like pandas, French people hate to think of Nazi's dark green. This cultural and psychological difference between graphics and colors will inevitably affect the packaging design. Especially when choosing colors, it should be more inclined to consider from a cultural perspective. Like cosmetics packaging more choice of pink; hardware products more choice of blue; food packaging and more use of green and so on.
1.4 Grasping the orientation of consumer culture Emphasizing the design of consumer culture orientation is the primary task of high-level design. With the development of packaging design culture, consumer culture has enriched the cultural content of commodities through various channels, and at the same time, it has also unconsciously changed people's consumption concepts. For example, green packaging is an example of a purely profit-oriented orientation. Serialized packaging reflects multi-level consumer demand, guides the consumer lifestyle to diversify, and stimulates consumption orientation to a higher level. In general, packaging design cannot follow the market and must be advanced in order to guide the market and create markets. To achieve this, it is undoubtedly necessary to grasp the orientation of the consumer culture, make scientific analysis and prediction based on market research, and make package design create better economic and social benefits.
1.5 Pay Attention to the Establishment of Cultural Brands In packaging design, we must pay attention to cultural design. We must pay attention to not only focusing on the outer packaging of goods, but also on the cultural brand packaging of the entire product. The Coca-Cola bottle, the world's most famous drink bottle, is a classic of modern packaging design. It is a symbol of the penetration and erosion of Western civilization in other cultures in the 20th century, and it is also a model for successfully establishing a cultural brand. The establishment of a cultural brand should maintain a unified style, that is, an overall image character in terms of form, structure, function, and decoration, so as to form a good product appearance. Product appearance will produce a "halo effect", which means "first impression." This impression has a positive effect on increasing purchasing power. This is the ultimate goal of packaging design.
2 Conclusion Design is a lifestyle design, and a certain lifestyle is closely related to people’s beliefs, ethics, aesthetics, customs, and education level. With the progress of society, the material civilization Big and rich, people's lifestyle is also more and more concerned about taste, and pay attention to spiritual and cultural enjoyment. Therefore, commodity packaging should be a carrier of culture. Packaging design should be the process of materialization of culture on specific products. Injecting cultural strategies will be an inevitable choice for successful packaging design. (Hu Junhong) (Zhuzhou Institute of Technology, Zhuzhou, Hunan) (from "Packaging Project")
Keywords: Packaging; Design; Culture Today's society has transitioned from an industrial society to an information society, that is, to a post-industrial society. The living space and lifestyle that human beings rely on are everywhere meticulously organized and creatively designed. We live in a design world that has been designed and continuously designed. As a product package design, not only has people's quality of life been improved, it will eventually change people's cultural environment and cultural atmosphere and form a culture.
The formation of design culture is inseparable from the cultural design. That is to say, the designers should be aware that the examples are designed not only for a certain product, but also for a lifestyle and a new culture. Therefore, designers should fully consider the cultural factors of the product while considering the function of the product. As far as the cultural factors of the product are concerned, it generally includes the cultural style of the product, the cultural psychology of the user, and the cultural spirit reflected among them, and gives the product a certain cultural taste. Therefore, when we carry out packaging design, we must not only consider the use of the product itself, aesthetic and sales functions, but also give the product a certain cultural charm. For example, the use of antique pottery cups, porcelain cups, wooden boxes or bamboo, etc. to do the packaging of wine, so that it has a rich ancient cultural flavor. Only in this way, packaging design will no longer be a kind of commercial behavior that companies use to compete with each other, nor does it stop in the fulfillment of function and the expression of aesthetic taste, but a kind of cultural creation, a kind of cultural design.
1 Cultural Strategy The world has entered the stage of economic and cultural integration. In a fierce market competition, commodity packaging is increasingly important. If packaging designers want to make their own packaging design competitive, they should strengthen its cultural power when designing, pass more sentiments, and create more atmosphere. Injecting appropriate cultural connotations into packaging has become an indispensable means to enhance the appeal of commodity packaging. To infiltrate a little cultural softener in the packaging design, it is bound to start from the following aspects.
1.1 Strengthen the design of cultural sentiments Consumers are more concerned with the mood of the goods when they choose their products, because the mood is the most emotional thing. It is always embodied in a certain form, and the formation is the best. Distinguish this product from its product and stand out on the shelf of the product, attracting consumers' attention. For example, at present, many manufacturers are eager to take a foreign name for their own products and use the words “MADE INCHINA†in their packaging. Gift packaging, the use of charisma and stimulating means to reflect a cultural interest, to attract consumers' attention and concern until the desire to purchase.
1.2 Emphasizing the embodiment of cultural style Any country or any nation has its own unique cultural spirit, which reflects different cultural styles in different periods. Commodity packaging to grasp their own national cultural style, can bring higher added value to the product. For example, in the packaging of Maotai wine exported from Guizhou, a rich national culture has been adopted, and the use of a dark red tone, arched-shaped folding structure of the Song Dynasty bucket-shaped ceramic cup has quadrupled the overseas sales price. This shows that the cultural charm embodied in the cultural style of commodity packaging can make the commodity invincible in the fierce market competition and play a leading role.
1.3 Considering the Differences in Cultural Psychology The shape and color of packaging have an implicit effect on people's psychology. Every nation, region or country is different in its cultural environment, and there are certain differences in certain forms or colors. If Muslims like crescents, taboo pigs or panda-like pandas, French people hate to think of Nazi's dark green. This cultural and psychological difference between graphics and colors will inevitably affect the packaging design. Especially when choosing colors, it should be more inclined to consider from a cultural perspective. Like cosmetics packaging more choice of pink; hardware products more choice of blue; food packaging and more use of green and so on.
1.4 Grasping the orientation of consumer culture Emphasizing the design of consumer culture orientation is the primary task of high-level design. With the development of packaging design culture, consumer culture has enriched the cultural content of commodities through various channels, and at the same time, it has also unconsciously changed people's consumption concepts. For example, green packaging is an example of a purely profit-oriented orientation. Serialized packaging reflects multi-level consumer demand, guides the consumer lifestyle to diversify, and stimulates consumption orientation to a higher level. In general, packaging design cannot follow the market and must be advanced in order to guide the market and create markets. To achieve this, it is undoubtedly necessary to grasp the orientation of the consumer culture, make scientific analysis and prediction based on market research, and make package design create better economic and social benefits.
1.5 Pay Attention to the Establishment of Cultural Brands In packaging design, we must pay attention to cultural design. We must pay attention to not only focusing on the outer packaging of goods, but also on the cultural brand packaging of the entire product. The Coca-Cola bottle, the world's most famous drink bottle, is a classic of modern packaging design. It is a symbol of the penetration and erosion of Western civilization in other cultures in the 20th century, and it is also a model for successfully establishing a cultural brand. The establishment of a cultural brand should maintain a unified style, that is, an overall image character in terms of form, structure, function, and decoration, so as to form a good product appearance. Product appearance will produce a "halo effect", which means "first impression." This impression has a positive effect on increasing purchasing power. This is the ultimate goal of packaging design.
2 Conclusion Design is a lifestyle design, and a certain lifestyle is closely related to people’s beliefs, ethics, aesthetics, customs, and education level. With the progress of society, the material civilization Big and rich, people's lifestyle is also more and more concerned about taste, and pay attention to spiritual and cultural enjoyment. Therefore, commodity packaging should be a carrier of culture. Packaging design should be the process of materialization of culture on specific products. Injecting cultural strategies will be an inevitable choice for successful packaging design. (Hu Junhong) (Zhuzhou Institute of Technology, Zhuzhou, Hunan) (from "Packaging Project")
Other Hotel & Restaurant Supplies
Wash Basin,Stainless Wash Basin,Stainless Steel Wash Basin
ChuangHengDa Stainless Steel Company , http://www.chaozhoustainlesssteel.com