On the basic role of cultural heritage in packaging design

Today, with the continuous intelligentization of social productivity, as the socialization of production increasingly rushes out of national boundaries and develops towards globalization, as people’s living standards continue to move toward higher grades and high grades, people scientize and artistically design food packaging. And the demand for rationalization is getting higher and higher. As a result, the design of packaged goods is increasingly based on its profound cultural heritage. Because modern packaging products are both a commodity and an art product, they are the unity of commodity products and artistic products. Packaging goods are not ordinary artisan products. General artisan products are only equipped with certain craftsmanship techniques. The packaging of goods, through modeling and decoration, artistic expression of the designer's meaning, reason, thought, interest, charm and marketing appeals and so on. Professor Wu Guanzhong, a famous contemporary Chinese painter, pointed out: "In artistic creation, 'Lu Yao Zhi Ma Li', this kind of 'power' character of horsepower is often hidden in cultural heritage."
About the word culture and cultural heritage culture, ancient China has it. In the ancient book Zhou Li, there is a reference to “seeing the humanities and turning it into the world”. Westerners speak of a wide range of cultures. They call all the non-natural objects created by humans "culture." Edward Taylor of the United Kingdom and Ogben Hengens of the United States described culture as "culture is a complex body, including physical objects, knowledge, beliefs, art, morality, laws, customs, and social learning that people have learned. Ability and habits.” In their view, the wild plants are not cultures, but artificially cultivated rice, wheat, alfalfa, and wolfberry are cultures; natural stones and stones are not cultures, but are used by primitive people and The stone cutters and stone axes worn are the new and old stone cultures; the clods and mudstones are not cultures; the fired pottery is the pottery culture, such as the black pottery culture and the colored pottery culture; the lightning of the sky is not culture The original personified them as the emotional expressions of God's joy, anger, grief, and music as primitive fetish culture.... Chinese scholars also pointed out: “Culture is the creation of nature.”
It now appears that social culture actually consists of two parts: one is a material culture made up of material achievements created by mankind, such as stone tools, pottery, bronze wares, ironware, pyramids, the Great Wall of China, near-work cars, trains, Aircraft, ocean-going ships, artificial satellites, spacecraft, etc. The other is spiritual culture composed of spiritual achievements created by humans, such as primitive religions, Homeric epics, Confucius and Mencius, Koran, Western freedom, equality, fraternity, and Modern science, modern literature, modern art, modern philosophy, modern logic... In addition, spiritual culture also includes the “conditioning culture” that regulates human behavior, such as systems, morals, laws, and customs.
Cultural heritage refers to the foundation and application ability of people's existing material cultural achievements and spiritual cultural achievements.
Grasping more cultural achievements, with deep cultural heritage, which is the basis for the design of commodity packaging. Commodity packaging design is based on certain commodity attributes (including physical, chemical, and biological attributes of commodities), the physical structure of commodities, the storage and transportation conditions of commodities, the conversion of spatial distances, the promotion of merchandise, and many other needs, from the packaging containers. Modeling, material selection, decorative patterns, colors, text descriptions to create a series of thinking and creative production processes for packaging products with specific purposes. The reason why commodity packaging design needs deep cultural foundation is mainly determined by the following characteristics of packaged goods and their design.
(a) Packaged goods have many aspects of functionality. As a commodity-based accessory, packaged goods should have many practical functions such as the protection of goods, convenient storage and transportation, and promotion of sales. This is the basic starting point and standpoint for the design of packaged goods. Whether these multiple functions are complete or not requires the designer to choose the right materials, but also requires a reasonable shape and structure. It also requires that the packaging and decoration be in line with promotion-induced market consumption psychology. Therefore, commodity packaging design should make full use of natural sciences, social sciences, technical sciences, marketing science, and other aspects of knowledge, and we must combine the application of scientific and technological achievements with the creativity of art.
(b) The aesthetics of packaging design. In modern society, people are not only satisfied with the use of goods for their needs, but also hope to obtain the visual satisfaction or enjoyment of the beauty on the goods and their packaging. Therefore, the design and decoration design of commodity packaging must conform to aesthetic laws and people's aesthetic interests. Moreover, people do not have individual differences in the examination of beauty, especially aesthetic consciousness also has the characteristics of the times, nationality, and internationality. Therefore, packaging designers should be familiar with the aesthetic principles, understand the aesthetic laws, and make every effort to adapt their design to social beauty, popular beauty, and the era of beauty.
(c) The originality of packaging design. As an art product, packaged goods are like other works of art. His design and production are creative labor. This kind of creative labor often originates from the designer's subjective factors (cultural heritage). Take the painting art as an example. From ancient times to the present, there are many artists who paint bamboo, but only Zheng Banqiao has the most originality. Because his poems, books, and paintings are all works, he is known as the “three absolutes” and his cultural heritage is profound. He "pursues the self-transmitting god through painting." The bamboo under his pen and the chaos in the middle of the chaos, the dense in the see sparse, or chic, or ambiguous, or upright, or lean, varied, with the spirit. He created the "bamboo in his eyes" as a "bamboo in the chest," and "painted into a place where it is lost, but there is no real soul in the truth." This true soul comes from the originality of his chest. The design of commodity packaging must also be original.
The effect of cultural heritage on the design of commodity packaging The combination of various elements of modern culture into a cultural heritage has a direct impact on the design of commodity packaging. The outstanding performance of this effect is that the cultural heritage has the following four aspects of support for packaging design.
First, the intellectual support of scientific and technological culture for packaging design. In the modern era, the culture of science and technology is always a high-level cultural system with computer technology at its core. Science and technology as a system of theoretical theories of knowledge and a special form of social awareness, it is not only a powerful means of creating and developing culture, but it is an important intellectual support for social production and product development and design. As mankind enters the 21st century, the world is experiencing a high-tech, highly intelligent revolution led by information technology. Intelligent machines (computers) have become representatives of this revolution. They have made the materialization of intelligence and made high intelligence become high productivity and design. For example, in foreign countries, the one-stop design process of product packaging manufacturing design, structural design, and interior design has long been computerized. Using computer design, repeated calculations in the packaging design process, repeated comparisons, and repeated revisions are all performed by computers, which can free packaging design from tedious and tedious manual labor and mental work, and can also greatly shorten the design cycle. Improve the design accuracy so that you can obtain optimal design results. The wisdom of designers is endless, but their working speed is incomparable with that of electronic computers. The great mathematician Chili spent 15 years calculating π to 707 digits, while a medium-speed computer can push π to 100,000 digits in just 8 hours. In addition, computer aided design systems are equipped with multiple text and image screens. Thousands of colors can be generated on the image screen, and it is possible to draw and modify unintentional parts of the modeling structure as desired. Looking into the future, the electronic design of packaging design is an overall development trend. In the future, there will be more specialized auxiliary equipment for design services. If packaging design workers do not have a deep knowledge of science and technology, their research on commodity markets, the selection of new materials, the retrieval of design data, and the compilation of design procedures will all be greatly affected. Therefore, modern packaging design requires the intellectual support of science and technology culture.
Second, the support role of aesthetic culture in aesthetics of packaging design. Aesthetic culture is a social emotional culture led by the subject's spiritual experience and emotional enjoyment. Generally speaking, aesthetic culture is a more advanced spiritual and cultural form based on the actual culture, with the art and culture system as the core. With the constant progress of the overall civilization of society, the scope of human aesthetic vision and aesthetic activities is continuously expanding and expanding. Under the conditions of market economy, people's demand for the beauty of the goods on the market and the packaging of goods has pushed the United States to rush out of pure consciousness. The form of the art palace has penetrated into the daily market exchange activities. It can be said that today, with the increasing richness of the material wealth of the society and the improvement of people’s cultural qualities, people’s consumption psychology and the concept of demand have undergone profound changes. When people purchase goods, they not only value the use value and price of the goods, but also pay attention to the added value of goods that are promoted by cultural values ​​such as the aesthetic value, emotional value, and social value of goods and packaging. It is just like the god of the Japanese business, Matsushita Matsushita, said: "In today's society, the era of purely satisfying the functional needs of product performance has long since passed. It must be applied in addition to aesthetics. This is a 'beauty' cultural standard. , is also the trend of the era of consumption. "Now, because of the poor quality of product packaging and backlog of unsalable sales or in the export of foreign exchange caused huge instances of loss are numerous, on the contrary, because of a slight improvement in aesthetic quality of goods packaging to obtain backlog of popular products or There is no lack of examples of the increase in export earnings. Commodity packaging design, from the perspective of composition, is inseparable from the use of contrast, the use of proportions, the use of symmetry, the use of balance, the use of flavor, the use of space, the use of harmony and other aspects of the use of formal beauty in many forms; from the modeling In terms of structure, it is inseparable from the aspects of stability and liveliness, symmetry and equilibrium, contrast and reconciliation, proportion and scale, repetition and echo, rhythm and rhythm, simulation and generalization, change and unification, and other aspects of aesthetic relations; Feelings, can not be separated from the application of a sense of sense, characteristics, sense of quality, sense of cheapness, luxury, sense of novelty, femininity, sense of community and other psychological performance of various psychological manifestations ... ... all this shows that if the packaging designer Without an aesthetic cultural foundation, it is difficult to create in the design a perfect aesthetic function embedded in the packaging of goods and the aesthetic value it embodies.
Third, moral culture plays a vigilant role in packaging design. Moral culture is a kind of "adjustment culture" which regulates people's social behavior and relies on social consciousness and subjective self-consciousness to regulate social relations. It is one of the important contents of social culture. In ancient glorious cultures with a long history, the traditional moral culture occupies an important position. China is known as the state of civilization and justice. In the ancient literature of Hao Ruyuohai, many famous maxims about self-cultivation and moral cultivation were left behind. For example, "Germany is not repairing, learning does not speak, can not be heard, righteousness can not be changed, is not bad, it is my worry", "Dezhi, Ze Jiayu people, can not be unwilling, no record, self-cultivation seen in the world. The poor is alone, reaching It is good for the world to be good, "dead and rich, unfortunately," and "unmoral, although the rhetoric is the Scriptures, you can not believe"; "Efforts to Chongming Germany, beheaded for a period of time"; "Wen Yiui can migrate, see "Thinking and Qi Qi"; "For the benefit of the country's national life and death, it is because of the good fortune and prosperity." ... The ancient people spared no effort to promote moral education and encourage moral cultivation, which undoubtedly provided abundant ideological data for today's modern moral construction. It has a great vigilant effect on our commodity packaging design workers. Because the product package and the packaged product ontology is a form and content, between the table and the inside. Whether or not the form and contents are consistent with each other in the table requires the moral self-discipline of the product packaging designer or the self-discipline of “moral psychology” and does not constitute a deceptive packaging of “deficiency”. In the article "On the Moral Basis of Commodity Packaging," I used the three principles of "justice," "benefits," "mutual benefit," and "honesty and trustworthiness" advocated in ancient Chinese moral culture as the socialist market economic conditions. Under the moral foundation of commodity packaging, and these three principles, as the moral foundation of commodity packaging under the conditions of socialist market economy, and elaborated these three moral principles in more detail. It is true that if the packaging design of goods can use ethical principles to wake up, restrain themselves, and not engage in the packaging of “seeing forgiveness”. Therefore, this will play a significant role in preventing the listing of counterfeit and inferior products, creating a favorable market environment, promoting the orderly operation of the socialist market economy, and promoting the prosperity and progress of social production.