Cultural characteristics of gift packaging

Gift packaging as a category of commodity packaging, in addition to its basic function must reach the packaging, that is to complete the protection of goods, delivery of goods information, promotion of goods, but also should focus on the transmission of emotional information exchange between people, enhance the quality of gifts, It is a bridge that embodies the human emotional communication and the bridge of love and friendship. The gift packaging design we are referring to today does not refer to a particular field, such as souvenir packaging, but should dissolve into all areas of commodity packaging. In terms of horizontal and vertical fields, gift wrapping involves the packaging of gifts at all times and penetrates into various points in the field of commodity packaging. It should be a diversified and all-encompassing type of packaging design, such as: flower and plant packaging, food packaging, apparel packaging, and soil Special product packaging, crafts packaging, cosmetics packaging, electrical product packaging, daily necessities packaging, fruit packaging, toy packaging and so on.

Gift packaging uses "emotion" as its appeal point, and "communicating" as the purpose of design. It integrates the content of goods and the form of design to enhance the taste of "gift". In terms of its cultural aspects, gift packaging can be embodied in two aspects. First, gift packaging design should highlight national cultural characteristics and characteristics of the times; second, gift packaging design should adopt natural materials to convey "strong and simple "The friendship, the natural and harmonious" cultural connotation.

First, with the improvement of people’s living standards, while pursuing material satisfaction, they are also eager to pursue spiritual satisfaction. That is, they need a package with a cultural taste, which can lead to an emotional resonance for the seller. Therefore, we should think about the social utility of design and focus on the cultural nature of design. Culture refers to the material and spiritual production capacity, material wealth, and spiritual wealth acquired by humans in the course of social practice. The development of form forms a national tradition. However, the culture that this packaging design should represent does not refer to the traditional culture of the country alone, but is a complex that coexists with the characteristics of the times. Traditional packaging forms of various nationalities in our country are diverse, and cultural progress directly affects the development of packaging, especially the packaging of gifts. Traditionally, various types of boxes and boxes made of Phoebe and eucalyptus are used for storing pens, inks, books, paintings, enamels, and other articles. It is a kind of exquisite gift packaging. The people of all ethnic groups use reasonable materials in their packaging, produce cleverly crafted, uniquely shaped, distinctive decorative styles and rich local traditional styles, which make foreigners feel unique and unique. When humans follow the pace of the times, they are increasingly attached to traditional culture. China is a country with a long history. For many years, it has deposited many essences of ancient, modern, modern and folk art. People have inextricably bound it. In the "Biluochun" gift tea packaging shown in Figure 1, the melodious, elegant, musky, and long-lasting emotions of Chinese tea culture are vividly reflected. The luxurious and elegant pattern is used as a packaging material, which is concise and crisp yet nationalized. Expressing the characteristics of humanistic culture in the "tea" gift package, it also integrates the "emotional" communication in the world culture. The dignified writing and the intense and rich color contrast give the quality attributes of the "tea" culture.

From the “horizontal” perspective of the gift packaging design, examples of the perfect unity of ethnic cultural characteristics and the characteristics of the era can be found everywhere. For example, Japan’s commodity packaging, especially gift packaging, has a strong national character and era, and its patterns. The use of styles, text forms, and the use of color are all strongly suggestive of “peace and style”, and seemingly arbitrarily arranged points, lines, and faces are full of the emptiness and charm of traditional Japanese culture. But Japanese packaging is not just nationalization. , Its pattern distribution, text layout, and color matching also make people not doubt it has Western culture of boldness and boldness.

Gift packaging design differs from the pure art creation in that it is restricted by many aspects such as product attributes and sales expense psychology. Therefore, the way to improve the cultural taste and characteristics of the times in gift packaging design is different because of different products. It is not a product of calligraphy art + folk motif +......, etc. It is only the product of the collective pursuit of the traditional culture of the nation. It has a deeper research on modern aesthetics, and it is a modern marketing science, psychology of sales, and materials. With the full understanding of science and technology and other disciplines, as well as the mastery of modern expression language and form, we can design a gift design that combines love with reason.

Second, the gift packaging design should be based on natural materials in the choice of packaging materials, such as paper, bamboo, wood, mud, plant stems and leaves and other natural materials, according to local conditions, the amount of application of the design and production of various packaging items. Traditional natural packaging materials are packaged in three forms: original state, simple processing, and elaborate decoration. This not only embodies the three major orientations of oriental traditional aesthetic concepts, and it has no ornaments--taking nature as the beauty of nature, and decorating not taking nature--because it is a harmonious and harmonious beauty. Natural beauty is famous in the world for its artistic beauty, and it also reflects modernity. Human environmental awareness. The wood used for packaging, either kept in its original state or after being polished. Bamboo, either directly from its knots into bamboo tubes, or after peeling its skin and then woven into a device. The leaves and cuticles (brown bark) of those plants have become the preferred materials for gift packaging. Pottery and glass products that have been fired have also been used as packaging materials for thousands of years. The tanning history of animal hides is even longer, with exquisite craftsmanship and praise. Modern people pay more attention to enjoying the return of nature's gifts and natural breath from the vision and touch of natural materials. The designer must understand the characteristics of natural materials, present its spirituality and charm, and use reorganization to create a new life. It contains all the cultural information.

In addition, the selection of materials should focus on the adaptability of gift packaging design, especially the adaptability of specific ethnic style habits in certain regions. China's east, south, west, north, Han, ethnic minority areas, cities and rural areas are vast and often have different aesthetic habits. In the design, the bamboo materials in the south should not be used rigidly in the packaging of northern Beijing fruit products. Sichuan pickles should not be packaged into cans. If you use Henan Mai Mai rod packaging jewelry, give us the feeling is not only the wrong form of packaging design, but also have unreasonable factors in the selection of materials. In addition, many products have strong local characteristics. For example, Fujian has a tea packaged from bamboo shoots, tea pots made of anti-springs from Zhejiang, coconut sugar from Guangdong, gluten from Wuxi, and Huadiao jar from Shaoxing. The rationality, clever production, and unique shape are the elements that should be promoted and excavated in gift packaging design.

In the material of gift packaging, the application of contrasting materials and natural materials is stressed, and the natural thick texture and simple atmosphere are fully utilized. In addition, a new type of modern decorative printing paper can be borrowed to construct a new image of packaging. More abundant. Figure 9: Gifted serialized packaging design using recycled paper as a material, matching the fruits of the same color, organically combining the shape, color, and material, and embodying the characteristics of the era in the nationalization, giving people an elegant, cordial, and patina. The affinity of ancient townships has reached the cultural characteristics of people who are in love with things.

With the development of the times and the advancement of science and technology, we should continue to explore and find out some intriguing connotations and a higher aesthetic interest in gift packaging design. A concern for traditional culture and a deeper physical examination should be Pay attention to the traditional inheritance and deconstruction, the pursuit and exploration of artistic taste. In the style of gift packaging design, it emphasizes a natural, intimate, rustic, healthy and environmentally friendly aesthetic sense. As a gift packaging design, it is not only limited to circulation and display on the market and shelves, but also can be more involved in people's social relations and life. Among the details, gifts have emotional communication, and hand-writable features, which are generally different from the "one-time" use characteristics of the package, require an intriguing connotation, refreshing charm, and more humanized designs become the focus.