Abstract: The packaging design of local specialty products should conform to the principles of nationalized packaging design, highlighting locality, commemorativeness, practicality, convenience, and gifts, making full use of local natural materials, focusing on decoration, and combining local codes, Folk culture is designed
Keywords: local characteristics commodity packaging design commemorative
Local specialty products are local products with distinctive regional characteristics, including local specialty products, tourism commemorative products, and traditional old-brand products. The success of packaging of such products directly affects sales and reputation. However, as far as local product packaging design is concerned, it lacks clear understanding and systematic application principles in the use of corresponding physical structures, product names, folk graphics, Chinese character art, natural materials, and color performance. There are some superficial and similar elements in the selection of elements, and the use and performance of local rich resources and unique geographical features are insufficient. The lack of corresponding cultural connotations and tastes fails to demonstrate the overall artistic spirit of the region. The development of the era has brought about many new demands in today's mass consumer life, and packaging design faces more challenges. The author believes that the packaging design for local featured products should take the road of nationalized packaging design, highlight the unique natural beauty of products and their geographical characteristics, and determine the clear packaging style.
First, local characteristics of commodity packaging design should comply with national packaging design principles
As a dual carrier of cultural and economic activities, commodity packaging is not only a competitive means to obtain economic benefits, but also a manifestation of corporate culture, and the cultural value of commodity packaging. Similarly, the form of packaging for local featured goods, which is a dual tailoring of local culture and economic activities, is also part of nationalized packaging, and its design must conform to the principles of nationalized packaging design. Nationalization is the essence of this, and the nationalized packaging is a traditional packaging tradition for the development of natural materials. It is a packaging form that combines the use of natural materials in various regions during the continuation of historical packaging. As a form of expression, nationalized packaging has become more and more popular with people. Applying this design principle to people's favorite local product packaging design is undoubtedly a very good design concept.
Local culture is a folk culture with distinctive regional features and inherited characteristics. It is an important part of Chinese folk culture and a gene that constructs modern advanced culture of the country and nation. The integration of the world economy will inevitably require the diversification of global culture. Cultural diversification will inevitably lead to the trend of design towards the modernization of national and regional characteristics. The integration of local culture into the design has more local significance for the people growing in the region, and it is more likely to have infinite ideological feelings and patriotic enthusiasm. At the same time, it also increases the aesthetic value, artistic value and commodity value of packaging, and promotes the prosperity and development of folk culture. .
The traditional packaging combines the values ​​of cultural heritage and artistry, and contains a large number of active factors. For example, in the long-term life and labor, the ancient working people used natural vines, grass, bamboo, leaves, stems, hemp, sticks, and fruit husks to package the products and created a variety of packaging forms. This kind of packaging gives people a sense of quaintness, which can inspire people to think about the hometown of Huaigu Si and improve the cultural value of goods. Such as China's Shandong, Henan and other places choose corn hull made into pockets, used to pack wine bottles; Fujian has a kind of bamboo shoots packed tea: Shaoxing's Huadiao jars and other places have distinctive local characteristics. This shows that as long as the local conditions are ingenuity, they can turn waste into treasure and produce unique artistic effects.
Of course, in a complete economic, cultural and ecological environment, there is an inevitable complementary relationship between traditional art and modern science and technology production, especially in the spiritual field. The factors of national tradition are always closely integrated with modern culture, and Formed in the process of fusion. This complementation is not only a process of integration of art and economy, but also a supplement of cultural activities, and it is easier to satisfy the psychology of consumers seeking novelty. In the design, we should correctly understand the opportunities brought about by modern packaging materials for the development of the packaging industry and bring convenience to people's lives. As long as modern materials that are conducive to the ecological environment are used, and structural forms that are conducive to people's quick and convenient use are used, and aesthetic vision is always used to conceive with national visuals, we can create goods with national characteristics.
Second, local characteristics of commodity packaging design should highlight the local, commemorative, practical, convenience and gift
Highlighting local design mainly refers to the use of local rich natural and beautiful things, such as mountain light and water color, flowers, insects, moon and stars, grassland fields, etc., as a design element for local product packaging design. There are many things that can be used to have natural beauty: First, people have been transformed, such as neat terraces, green forests, lush parks, etc.; second, natural objects that are naturally formed without direct modification The natural beauty of the country, such as white sandy beaches, turquoise waters, strange clusters of rocks, and white capricious waves; the third is an artistic image created by man. In the design of packaging for local specialty products, we must make full use of the charm of these natural beauty, adopt certain techniques, and apply it systematically to the packaging design in a rational and intuitive manner. This is undoubtedly the promotion, promotion and local characteristics of the product itself. The promotion of culture has its important significance. Design materials can come from local characteristics, local characteristics, local customs, local traditional culture and local traditional decoration.
Outstanding commemorative design refers to the emotion that consumers can often produce when they buy local specialty products and bring them back to Joan, and can inspire the emotions of friends and family to re-consume. Therefore, the design of the packaging design of local characteristics should reflect the local customs and customs, and reflect the aesthetic appreciation and the collection value of local characteristics. Practical design requires that the packaging of local specialty products has a certain use value and can have a certain use in daily life. Convenience design requires that the packaging volume should not be too large and should be convenient for consumers to carry. The gift design requires that the packaging design is beautiful and elegant, and it must be exquisitely chic, with certain artistic value and aesthetic value. Through packaging, people can feel the local characteristics of the cultural atmosphere and help the consumers to present relatives and friends.
For this reason, in the packaging design, local natural materials should be fully utilized, such as using bamboo sticks, grass stems, and leaves to wrap and bundle food or supplies. This kind of local packaging method, which is based on simple materials and natural materials, has been used since the earliest days of mankind. It can achieve good packaging efficiency and can be recycled. Such as southern food dumplings, lotus leaf eggs, bamboo rice, shell skin cream and so are all using natural materials for packaging. This package is simple, simple and natural.
In order to guarantee the normal quality of some of the featured products, and to facilitate storage and transportation, we must adopt a variety of packaging materials of various shapes and simple shapes in the design, such as pottery, bronze vessels, iron vessels, baskets, baskets, baskets, barrels, boxes, etc. , cans, or boxes made of wood, metal, ivory and jade, and silk satin wrapped goods, and vines, leaves can be used as bundled, filled packaging materials. This diversified packaging form should be rationally used in the design according to local characteristics and the characteristics of the product itself. The packaging should be fine and unique, so that it has both practical and artistic values ​​to improve and enrich people’s material life. Satisfy the spiritual needs such as appreciation.
In addition, attention should be paid to the use of delicate decorative patterns such as various curved plants in packaging design. The delicate and cumbersome decoration makes the packing picture neat and beautiful, and the overall composition of the picture is exquisite and the visual impact is strong. The rational use of local allusions, textures, and graphics in design can lead to the imagination of consumers. The words used should have a strong decorative taste, which is conducive to increasing the cultural depth and quality of packaging. Design patterns should be more than the use of local flat patterns and character sketches, color, composition must reflect local customs, local characteristics, or elegant, or rigorous, or simple, or luxurious. The use of various local patterns, texts, and textures can enhance the expressiveness of local specialty product packaging design, and its decorativeness reveals the overall artistic spirit and value orientation of the region where the commodity and its products are located.
Author/Zhang Dejian Jishou University School of Fine Arts
Journal of Zhengzhou Institute of Light Industry: Social Sciences Edition-2005-6