The Inheritance of Ethnic Culture in Packaging Design

Abstract: Packaging is an important cultural information carrier. How to use packaging design to inherit the national culture has become an important topic in contemporary design. The author discusses from the perspectives of packaging design on the necessity of national cultural heritage, basic approaches, and how to embody national culture in packaging design. It can be seen that only packaging art that is based on the preservation of ethnic culture and education can be used worldwide. Has a prominent position and value.

Keywords: ethnic culture; packaging design; inheritance

National culture is the sum of material wealth and spiritual wealth created by various ethnic groups in the course of human society's historical practice, and has overall spiritual characteristics. The famous cultural anthropologist Malinowski described: In human social life, the needs of all living things have been transformed into cultural needs. Any national design activity cannot be separated from a specific social and cultural system, nor can it depart from its own national spirit. After a long history of conciseness, Chinese national culture and art gradually formed a variety of graphics and ornamentation with typical cultural connotations, reflecting the life concepts and aesthetic interests of the entire nation. They are both the source of design and the geographical constraints of design. The specific cultural background is that this cultural background has a deep cultural structure. It retains what a nation believes in common. It exists in a spirit that is far-reaching and inclusive. It has abundant and more spiritual penetration. Forces, in the state of presentation and the thought of containment, are interrelated and inheritable. Packaging design is a culture-oriented, life-based, modern-oriented design discipline. Its art can use its unique artistic language to transfer national culture from multiple levels and perspectives, revealing the content of national culture.

1 The Necessity of the Inheritance of National Culture in Packaging Art

The culture that has precipitated for thousands of years is itself an inheritance. Design art is a kind of social and cultural activity. It not only appears in a material form, but also appears in a hidden cultural spirit. How to draw on and develop national cultural traditions and establish a diversified pattern of design ideology has given rise to a great deal of attention and thinking among people. Culture exists in various ways that have been thought, emotions, and reactions. The symbol can get and spread it. Packaging art itself is a kind of cultural medium and it is the carrier for inheriting national culture. First of all, packaging is an ability that human beings display along with creative behavior and creative methods. In inheriting ethnic cultures, it is possible to give full play to the unity of tradition and modernity in the inheritance of ethnic cultures as an important part of human cultural activities. . Embodies the creative behavior of the human mind. Second, the design culture is a dynamic system that is constantly evolving, influencing people's production and life in an invisible way. It has become an invisible concern for people and the transmission of cultural information has become the focus of information transfer. As a medium of information transmission, packaging design has gained independent significance in the transmission of cultural information, becoming a materialized form of culture. In addition to satisfying its original functions, in the unity of form and content, in the plane and three-dimensional space, Unconsciousness retains the footprint of national culture. For example, in Chinese traditional graphic arts, before the birth of the characters, humans began to use graphic symbols to express their feelings. The pottery patterns in the Neolithic Age and the inscriptions on the cliffs all recorded the human understanding and understanding of the natural world. With the passage of time, historical changes, the progress of civilization, and the development of foreign cultures, the images have been continuously merged to extend and evolve, thus forming a unique national cultural system in China.

The Chinese nation has formed a unique national cultural tradition in the long historical process and has produced many traditional auspicious figures. These ancient Chinese auspicious patterns have been inherited from generation to generation and have been different from generation to generation, such as the simple fish patterns in the Neolithic Age. The mysterious patterns of Weiyi in Shang and Zhou Dynasties, the plump and rich lines of the Sui and Tang Dynasties, and the delicate eight-pronged pattern of the Ming and Qing Dynasties embodied the life philosophy and aesthetic appeal of the entire nation, and it is a great legacy that history has left us. . Behind the Chinese traditional patterns. The meaning is that people are obsessed with the key to their styling, that is, the figure must be intentional and auspicious. It integrates the spiritual elements of the auspicious patterns into the modern packaging design, and brings together the cultural spirit of the nation and the world's design language into a modern design art. The mainstream will certainly make modern packaging design more cultural and social.

2 The basic ways of inheriting national culture in packaging design

The German classical philosopher Hegel once said: “Each type of art work belongs to its time and its nationality. That is to say, each country will form a traditional culture with its own characteristics in the history of development. The course of design and development is related to the cultural and economic backgrounds of various countries.The packaging design in the UK pays more attention to the inheritance of the British consumer culture and cultural traditions. The German packaging design is influenced by its rigorous philosophical thinking and is rationally designed. The traditional features of French packaging design present a blend of design and artistic spirit.

Therefore, any kind of object must not be viewed in isolation, and ambiguous and varied things require multiple perspectives, even in the field of packaging design. The history of packaging design bears the history of the art of national culture. It is an important source of information and inspiration for packaging design. Like Chinese folk traditional cultural elements: calligraphy, such as regular script, official script, cursive script, etc.; New Year's pictures, such as Tianjin Yangliu Youth Painting, Suzhou Taohuawu New Year Painting; Other art forms, such as carving, batik, tie-dye. These are the sources of modern packaging design, which in turn helps us design packaging with Chinese characteristics. In the modern packaging design, the cultural heritage must be based on a deep understanding of the national culture. Such as the ancient style of earthenware is simple; the bronze wares of the Shang Dynasty were simple and honest; the shape of the Watson in the Han Dynasty was concise and vivid, and we still consider it to be a fine product. Only by understanding traditional Chinese culture and recreating it with modern design techniques can we design a culture with Chinese characteristics and achieve cultural heritage and development.

Packaging design expresses certain cultural information as a cultural entity. The nationalization of packaging design is to find a language that interprets the psychology of the nation and expresses the internal commonness of the nation in a visual form. The symbolic language of packaging design art can make full use of the cultural information in the history of the nation, such as the spiritual significance and social information of object objects of the object of nature. People are the main body of culture, and culture is produced in the process of human capacity creation. This kind of self-consciousness. The creation process is the first thing. It is the original phenomenon of human life. It is the essence of culture. The cultural philosophy of the creation process can actually be transformed into a basic formula, that is, people use symbols to create culture. National culture is the foundation and support of packaging art. The packaging art is widely used in various product packaging design and promotion circulation. It itself constitutes part of the cultural connotation of the packaging. Excellent packaging design and content are naturally blended, which can play a role in practicality, artistry, and culture. The important means of fostering and publicizing national culture. Of course, national culture is not a retroism, but a re-creation and redevelopment. It is a culture that is divorced from nationality and will lose its vitality and become withered.

3 The embodiment of national culture in packaging design

The nationalization of packaging design is not to restore the previous design concept. Traditional culture is accumulated, evolved, developed and advanced on its own path. Any ideas that want to cause cultural mutation are naive. Therefore, the nationalization of culture has not disappeared with the wave of modernization and globalization. On the contrary, it has been re-identified and further affirmed. Then how do we repackage the art to realize the characteristics of nationalization? The first is the external style language. . The design language based on the elemental elements is the nationalization of graphical language creativity based on the existing form and movement law in a certain time scope of the design object. For instance, Chinese ink painting is one of the treasures of Chinese art, with a variety of ink brushstrokes and profound artistic conception. When modern packaging design comes together with the traditional ink painting, its deep charm reveals its decorativeness, which embodies unique visual effects and cultural details. . Hong Kong designer Chen Youjian has made breakthroughs in modern packaging design, combining traditional elements with modern design, and expressing profound national cultural characteristics and atmosphere. For example, his bag design adopts Chinese traditional ink painting techniques, supplemented by modern packaging concepts, and forms a unique visual effect without losing the modern sense (see Figure 1).

Secondly, it is an intrinsic style language. In the process of conceiving and conveying imagery, the design language based on psychological and spiritual elements mainly focuses on the perspective of psychological movement and the inheritance of ethnic cultural characteristics. Liu Wei used Chinese calligraphy in the packaging design of his drunken wine. He used simple and incisive ink to highlight the theme in a simple and clear manner, concise and clear, quiet and dignified, showing a deep Chinese charm (see Figure 2).

The nationality and cosmopolitanism of packaging design complement each other. Only the packaging design that embodies local characteristics can contain profound cultural roots. Modern packaging design and traditional culture are not separated from each other. Instead, they should infiltrate each other to achieve the organic combination of traditional culture and modern packaging. In the era of continuous development, cultural inheritance will enable modern packaging with its own ethnic characteristics.

4 Conclusion

The inheritance of the national culture should be based on the reality of its form and grasp its true spirit, “inheritance. It requires us to pay more attention to learning to learn the traditional culture, translate it into cultivation, and then naturally reveal in the works. In terms of the value orientation of traditional cultural issues, inheritance is the basis and transcendence is the trend.Only absorbing new ideas on the basis of learning and creating new forms, combined with the concept of the times can be accepted by consumers. The core of the design is the attitude towards traditional ethnic culture. Succession and transcendence is the only way to follow the trend.

Source: Packaging Engineering