Discussion on Cultural Characteristics of Packaging Design

Packaging design is an important part of human cultural activities and embodies the positive and creative behavior of the human mind. In the process of the development of China's contemporary packaging design, especially in the context of the multicultural context of the information age, the impact of China's packaging design, grasp and adhere to the culture of packaging design, and excavate and sort out the excellent and rich culture in China's packaging design. Connotation, it is particularly important to combine the essence of traditional cultural thoughts with the elements of contemporary design. The understanding of cultural characteristics of packaging design. According to the methods of studying material culture and the characteristics of packaging design in cultural anthropology, we will discuss from the following four aspects.

The packaging design has a stable basic cultural pattern and continues to inject new liveliness into the social culture, and it constantly produces a new look that is synchronised with the times. In other words, it has obvious characteristics of advancing with the times. First, human needs for material life. That is, human beings should constantly improve their own living environment and quality of life. For example, transportation, marketing, preservation, and storage in the production and living processes must all be guaranteed by packaging design. This demand encourages people to invent and create and promote the advancement of technology and art. The result will inevitably lead to new packaging design results. Second, human needs for spiritual culture, packaging design as a cultural medium, carrying a national cultural spirit through packaging design images, such as social ideology, aesthetic tendencies, moral ethics, folk customs and so on. Since entering the commodity society, people have sought a popular and vivid way of communication and exchange for their own labor achievements. In terms of its packaging, it has become an important medium for transporting goods, guaranteeing the quality of articles and conveying information. The packaging itself is the fruit of the spiritual civilization of human material civilization. Mankind has also used this achievement to create a new mode of thinking.

Packaging culture to pursue efficiency and function. The objective is aesthetics, which is an integrated form of decoration design and packaging engineering. Therefore, it is a combination of technology and art. At the same time, it integrates the human, material, and environmental factors in the process of use, especially the combination of packaging materials, modeling, and illustrations, and reflects the image of artifacts. Moreover, because the packaging's external interface appeals to human vision with a direct, artistic image, it can guide people's consumption choices and improve fashion consumer tastes in merchandising activities. Packaging culture form. The packaging culture form can be understood from three levels. The first is the utensils layer, which is the sum of packaging design activities, is a product form that can be perceived, grasped, has a material entity, and also forms the basis of the entire packaging culture, and is mainly based on marketing. purpose. The creative activities of comprehensive social, economic, artistic, and psychological factors reflect people's perception of and level of creativity as a unity of creation and aesthetics, as well as the level of development of productive forces at a certain social stage. The second is the institutional level. Packaging design is a kind of socialization activity, and in the long-term production process, it has formed policies, regulations, standards, and procedures that are guaranteed and promoted. Social system norms are established in the organization and management. Although they are not directly related to cultural resources, their nature and development level are ultimately determined by the way people and cultural resources exchange energy. The third is the spiritual and cultural layer. The spiritual culture is the value concept, thinking mode, and moral sentiment cultivated by human beings in the social practice and consciousness activities for a long time. The packaging culture will specifically reflect people's requirements, desires, emotions, perceptions and judgments in the process of purchase and use. At the level of the above-mentioned three-tiered cultural structure, the artifact layer and the institutional layer are exposed to external material forms, which are easy to grasp, and the spiritual and cultural layers are reflected in the psychological depths of individual individuals and groups and are difficult to grasp. In the study of packaging culture, we must conduct dynamic research from the interaction of the multi-dimensional structure of cultural forms, so as to correct our understanding of the point of view, a more profound understanding, grasp the consumer mindset of the packaging design market, and guide our design practice. The functional value of packaging design.

The functional value of packaging design in the cultural sense can be viewed from different angles. Here it mainly refers to the relationship between people and things, the relationship between the environment formed by things and things and the relationship between people; it is to adapt to the requirements of nature and society to the structure. This is embodied in the analysis and analysis of the two main purposes of packaging in the circulation process: product protection and sales promotion. First, use. Reasonable use can improve the use value of packaged products. Whether it is a large appliance or a small daily necessities, the rationality of its packaging needs to be considered, and it meets the human physiological criteria and mental reception requirements in ergonomics so that consumers can experience Packaging improves lifestyle and quality of life. At the same time, people's creative thoughts and design motives will be promoted through the actions, experiences, and experiences of the self-action accumulated during the use process. Second, transportation. Transportation, including the movement of packaging products during manufacturing, storage and sales, such as reasonable form size and quantitative assembly, will affect the energy efficiency in the packaging process. This function requires a certain choice of materials, materials, dimensions, quality, and shape of the packaged product. Third, marketing. Mainly include regional agents, retailers to promote the sales of the purpose of the activities carried out, requiring the packaging to facilitate store and shelf storage, packaging containers can be easily used for turnover.

The aesthetic form of packaging design. Mainly refers to the form, color, texture, form is the inner essence of things under certain conditions of expression techniques, including morphology and modality. The packaging form shows its own independent value under the premise of function and purpose. The research on assurance forms not only relates to communication and identification, but also to people's psychological feelings until awareness, because we see the cultural meaning of the form is extracted from the packaging style of the essence of the state. As Arnheim said in the book “Art and Visual Perception,” “The visual image is never a mechanical copy of a perceptual material, but a creative grasp of reality. The image it grasps is rich in imagination. The image of sexuality, creativity, and sensibility of beauty. The activities of watching the world have proved to be the interaction between the nature of the external objective things themselves and the nature of the viewer. Color has a certain social and psychological effect, because people's perception is constant, organized, associative, and active. The psychological effect of color is the induction form that occurs between people and color. As the association of color, the concept of abstraction directly associated with color is the association of relationship and meaning. As people’s ideological methods are deeply influenced by a national culture, different societies, different environments, and different knowledge structures bring about obvious differences between people and between people and peoples. Taking yellow as an example, the eastern representative is noble and beautiful, and Western Christianity is considered shameful; if red, the eastern symbolizes warmth, auspiciousness, and positiveness, while the West symbolizes sacrifice as a battle. Material. Refers to the raw materials used in packaging design, different eras, cultural backgrounds, and different regions have different choices of packaging materials. Chinese packaging products use more natural materials. Packaging made of bamboo, wood and paper is more intimate than metal and plastic. For example, the forms of palm kernels and gourd tea have a large number of reasonable functional factors. Traditional human culture, local taste and natural taste in the traditional packaging culture provide a richer source for our design.

Packaging design is an important cultural phenomenon. Its cultural connotation is not only a device of specific cultural symbols. It will embody the designers’ understanding and experience of natural society and human culture. We must further improve the cultural mechanism of the main body of packaging design. , to enhance the packaging design of the cultural carrier information dissemination capabilities. American culturalist Clarke pointed out that “culture includes various explicit or implicit behavioral patterns, and constitutes outstanding achievements of human groups, including achievements embodied in artificial products.” In the development of packaging design, accurately grasping culture and function, History and reality, national culture and foreign culture, design concepts and packaging symbols and other factors in the design of the interactive relationship between the creation of the external interface of the packaging can be directly and artistically appealed to the human vision, thus in the commodity In marketing activities, guide people’s consumption choices and improve fashion consumption quality.