China's printing art has a long history and has spread far and wide.
It is an important component of Chinese culture; it germinated with the birth of Chinese culture and evolved with the development of Chinese culture. If we count from its origin, it has gone through four historical periods, namely, the origin, ancient, modern and contemporary, with a development history of more than five thousand years.
In the early days, people created early written symbols in order to record events and disseminate experience and knowledge, and sought a medium to record these characters. Due to the limitations of the means of production at the time, people could only use natural objects to record written symbols.
For example, characters were carved and written on natural materials such as rock walls, leaves, animal bones, stones, and tree bark. Because the materials used to record writing were expensive, only brief accounts of important events could be made.
Most people's experiences could only be transmitted orally, which seriously affected the development of society and culture. Print zhang picture the invention of printing, greatly changed this face, people's accumulated experience can be written into text, for mass reproduction, dissemination, which is the cultural face of the society has changed dramatically, so that more people have the opportunity to read.
About the history of packaging designPackaging design is a set of practical technical science, marketing, aesthetics as one of the design art science. It not only makes the product has both safe and beautiful coat, in today's more is a powerful marketing tool.
The concept of packaging design
Literally speaking, the word "packaging" is a parallel structure, "package" that is, wrapped, "loaded" that is, decorated, meaning that the items wrapped, decorated. objects wrapped, decorated. From the design point of view, "package" is to use certain materials to wrap things up, the fundamental purpose is to make things not easy to damage, easy to transport, which is the scope of practical science, belongs to the concept of material; "loaded" refers to the things of the decorative embellishments. This refers to the parcel of things with different techniques to beautify and decorate, so that the package looks more beautiful in appearance, which is the scope of aesthetics, is a cultural concept. Simply speaking "packaging" is the two concepts reasonably and effectively into one.
Functionality in packaging design is always the first, no matter how the design of the shape should be given to the principle of simplicity, ergonomic structure, constituting a product safety, user-friendly packaging.
Sometimes designers will be obsessed with the pursuit of novel materials and novelty modeling, thus forgetting the basic requirements of packaging, safety, reliability and convenience, which is a major taboo in the design. In the chemical industry, medical machinery, electronic technology and other product packaging, this is particularly important.
Connotation of packaging design
Packaging design to meet the basic requirements of the product, we should give more consideration to the design of the connotation of the part. If the concept of packaging design is the human body without dress art wrapping and modification, and the manifestation of packaging design is the person's clothes and attire, then the connotation of packaging design is the person's spiritual and cultural ideas. A person's attire can reflect his thinking and cultivation level, packaging design can also reflect the different connotations of the product, brand, enterprise.
About the history of packaging design
Packaging design is a set of practical technology, marketing, aesthetics as one of the design art science.
It not only makes the product with both safe and beautiful coat, in today's more is a powerful marketing tool.
From the design point of view, "package" is to use certain materials to wrap things up, the fundamental purpose is to make things not easy to damage, easy to transport, which is the scope of practical science, belongs to the concept of material; "loaded" refers to the modification of things embellished. This refers to the parcel of things with different techniques for beautification and decoration, so that the parcel looks more beautiful on the outside, which is the category of aesthetics, belongs to the concept of culture.
Simply speaking "packaging" is the two concepts reasonably and effectively into one. Functionality in packaging design is always the first, no matter how the design of the shape should be given to the principle of simplicity, ergonomic structure, constitute a product safety, user-friendly packaging.
Sometimes designers will be obsessed with the pursuit of novel materials and novelty modeling, thus forgetting the basic requirements of packaging, safety, reliability and convenience, which is a taboo in the design. In the chemical industry, medical machinery, electronic technology and other product packaging, this is particularly important.
Connotation of packaging design Packaging design to meet the basic requirements of the product, we should give more consideration to the design of the connotation of the part. If the concept of packaging design is no dress art wrapped, modified human body, packaging design is the expression of human clothing attire, then, the connotation of packaging design is the person's spiritual and cultural ideas.
A person's attire can reflect his thinking and cultivation level, packaging design can also reflect the different connotations of the product, brand, enterprise.
How to introduce traditional culture into product packaging design
The combination of packaging design and traditional culture
At present, China and the world to enhance cultural exchanges at the same time, a large number of Western design concepts and works into our field of vision and for us to love, some designers were blown down by this powerful "Western wind", and one-sidedly promote Western design schools, one-sidedly promote Western design schools, one-sidedly promote Western design schools, one-sidedly promote Western design schools, one-sidedly promote Western design schools, one-sidedly promote Western design schools. Some designers are blown down by this powerful "western wind", and they just stick to the western design school and imitate the western design, some designers are not in a position to use the common people's words: they want to be foreign but not foreign, and they want to be earth but not earth. Take the long, make up for its short, our designers should absorb the essence of Western design, deeper to dig into Chinese culture and art, so that the Chinese packaging design spread in the world, modern and traditional is not a split, but the penetration of the fusion, inheritance, beyond the trend and the way. Today's social economy presents a very obvious characteristic, that is, in the rapid circulation of goods at the same time, also suffered a rapid elimination. At this time, the product to occupy a place in such a competitive market, in addition to relying on the excellence of the product itself, packaging design must also be outstanding. We can take the traditional folk art as the inspiration for the design of commodity packaging, and modern science and technology clever fusion of traditional beauty and modern advanced technology, personalized, innovative embodiment of the characteristics of the goods, in order to promote the circulation of goods at the same time can also enhance the value of traditional culture.
In recent years, the auspicious pattern decoration, which is loved by the consuming public, has been widely used in packaging design. Dragon pattern has been known for its unique artistic style and angry infectious force, and become a symbol of national tradition and symbols, especially the dragon as a decorative and thematic pattern design in packaging, for the creation of the artistic image of this commodity, the formation of a certain mood, to express a certain theme, can play a great role in marketing. Among them, the application of dragon pattern on wine packaging and decoration is especially prominent. For example, the package design of Ban Cheng Shao Bo wine expresses the concept of this commodity very well, bringing people the pursuit of upward, auspicious wishes, with a strong artistic charm. The treatment of color is also very strong and bold, which is rare in the packaging of other countries, the red yellow gold, silver, black and white and other very difficult to reconcile the colors together, to produce a strong visual effect, strengthening the expression of the traditional style of the Chinese nation.
And at the same time, in order to design both creative, practical and influential works, the designer should understand that the channel of packaging design is not the only one, the designer should be in the logical aspect as well as the emotional aspect of the graphic, text, arrangement and so on comprehensively used in the appearance of the package, in the expression of the clear at the same time can cause consumers to emotional **** song. Therefore, a good creative product design channels in addition to the market value of the commodity itself, the consumer's emotions, but also must be combined with the traditional culture and art of the nation.
How to reflect corporate culture in packaging designCulture is the material and spiritual wealth accumulated in the process of human history and practice, is a memory we can not forget. What we need to do is the perfect integration of product packaging design and corporate culture. So how should corporate culture be reflected in packaging design. Bump Planning has 13 years of graphic design experience.
Below is a brief description of how corporate culture can be reflected in packaging design based on 13 years of experience in the industry.
First of all, graphics is an important part of package design, it is the main carrier of information on the package, it has an intuitive influence on consumers, and it is an important way to arouse consumers' interest in the product. Wine has always been the favorite of the ancient Chinese literati, and some people even say that they have an unbreakable bond with wine, which can be seen from their poems, most of them are very fond of drinking wine. If we want to create a cultural atmosphere of wine, the national paintings related to these literati are a very good choice. In modern wine packaging design, there are many Chinese paintings as the main graphic, because it is a very easy to provoke consumers **** Ming design, but also to reflect the rich cultural characteristics of wine packaging.
Secondly, text is an indispensable part of communicating commodity information, and good packaging attaches great importance to text design. Excellent text design not only conveys the attributes of commodities, but also attracts consumers' attention with unique visual effects. Wine culture and Chinese characters are both symbols of Chinese national wisdom, and the art of calligraphy is more representative of the characteristics of Chinese culture, using calligraphy fonts as the visual elements of wine packaging design is a very good choice, and the Chinese calligraphy is elegant, elegant, varied, and powerful, which is a symbol that can represent the characteristics of wine. Regardless of which typeface or processing techniques are used, they should not be separated from the content of the product and consumer demand, and various fonts should be brought into full play in order to adapt to the needs of consumers to recognize the product and choose the product.
What are the cultural qualities of packaging designExplore the cultural qualities of packaging design: packaging design is an important part of human cultural activities, which reflects the positive, creative behavior of the human mind. In the practical process of the development of Chinese contemporary packaging design, especially under the influence of the multicultural context of the information age on the packaging design in China, it is especially important to grasp and insist on the cultural nature of packaging design, to excavate and organize the excellent and rich cultural connotations of Chinese packaging design, and to organically combine the essence of traditional cultural thinking with the elements of contemporary design.
Packaging design has a stable basic cultural pattern, and constantly injects new and vivid contents into social culture, and constantly produces a new look synchronized with the times. In other words, it has the obvious characteristic of keeping pace with the times. First, human beings' need for material life. That is to say, human beings want to continuously improve their living environment and quality of life. Such as production and life process of transportation, marketing, preservation, storage and other packaging design to provide protection. This demand prompts people to invent and create, and promote the progress of technology and art, which will inevitably lead to new packaging design results. Secondly, it is the demand of human beings for spirit and culture. Packaging design, as a cultural medium, carries a country's national culture and spirit, such as social consciousness, aesthetic tendency, morality, ethics and folklore, etc., through the image of packaging design. Since entering the commodity society, people have sought a popular and vivid way of disseminating and exchanging the fruits of their labor. In terms of the significance of packaging, it has become an important medium for transporting commodities, guaranteeing the quality of goods and conveying information. Packaging itself is the fruit of human material civilization and spiritual civilization, and human beings use this fruit to create a new mode of thinking.
Packaging design, as a kind of human culture, has become an important media to guarantee the quality of commodities and convey information, and it is a kind of enterprise behavior integrating art and natural science and technology that connects production and consumption and promotes the circulation of commodities. Packaging industry not only covers the design and manufacture of packaging equipment, but also involves the production and supply of packaging materials, the design and manufacture of packaging containers, packaging methods and processes, and the recovery, treatment and recycling of packaging waste. Therefore, it combines the design of materials, modeling, decoration and other factors of commodity packaging, and pays attention to people, objects and environment in the process of use, expresses humanities, social and natural sciences, and is a multifunctional and comprehensive form combining science and technology with art. The main function of traditional packaging design is to protect commodities, followed by beautifying commodities and conveying information. It is worth noting that, in terms of modern consumption, the latter two functions increasingly show its importance, and also reflects the diversity of the cultural structure of packaging design.
Dongguan Hongxin Stationery Factory is a professional manufacturer of various leather products. Our factory set design, production, sales and OEM in one! The pursuit of excellence, professional designers;
Large-scale production workshop, we strictly control the quality. Our products are fine workmanship, timely delivery. We look forward to working with you!
Our main products are:
. Packaging products: leather bags (jewelry boxes, cosmetic boxes, wine boxes, watch boxes, etc.), suitcases, folders, handbags and other business gift packaging.
. Stationery products: imitation leather notebooks, notebooks, manager's folder, instructions, hanging cards, pen cases, envelopes, etc.
Leather crafts: artificial leather jewelry boxes, albums, photo frames, wine racks, CD holders, storage boxes, etc.
Our main markets are the United Kingdom, the United States, France, Germany, Japan, Pakistan, Thailand and other business products
The history of the packaging design The main development direction of the future development of China's commodity packaging design.
The future of China's main development direction of commodity packaging design 1 green design (eco-design) green packaging is "from the perspective of environmental protection considerations, the design of commodity packaging".
In the future of China's commodity packaging design, green design should be the basis of the design. 2 High-tech design It is expected that the high-tech design of commodity packaging design in the era of information technology will be embodied in the following: computer-aided design, computer-aided manufacturing, intelligent mechanization methods (advanced artificial intelligence), information design, virtual design, robotic design, high-tech materials, advanced production processes, integrated design, printing, binding, packaging technology and other aspects of the plate.
3 non-material design The general trend of design development in the 21st century is non-material, which characterizes the information society and provides non-material products and services. China's entire degree of information technology continues to improve, making the technology-centered society gradually to the intelligence and information-centered society, called the immaterial society, also known as the "art of the society", pay more attention to the spirit of the design of products and the performance of art.
Post-modern design has already emerged with some of the characteristics of non-material design. 4 Symbolic design In the future of commodity packaging, more attention will be paid to the internationalization and globalization of symbols.
5 Coexistence of traditional culture and modern style Style is the theme of the future commodity packaging design, any commodity packaging is about style. National style, international style, commodity and culture, inheritance and innovation, elegance and vulgarity **** appreciation become the future style of commodity packaging design, traditional and modern coexist.
The characteristics of the product must be harmonized with the style of commodity packaging. 6 Functional science The functional science of commodity packaging includes physical, physiological and psychological functions.
The physical function of commodity packaging science is mainly the protection of the commodity function. 7 Humanized design Humanized design includes physiological (material) and psychological (spiritual) 2 aspects, the future of humanized design of commodity packaging pay more attention to the needs of the spirit.
From indifference to packaging to excessive packaging, China's commodity packaging has gone through such a process. Humanized design of commodity packaging to meet the psychological needs in addition to the psychological needs of people of different cultures, ethnic groups, regions, gender and age.
The future of commodity packaging attaches more importance to the personalization of packaging. The personification of packaging should be honest and true, rather than false and deceptive.
It is the pursuit of personality, rather than the pursuit of high-grade. The richer the material, the higher the demand for non-material, the higher the standard of living, can not tolerate monotonous impersonal commodity packaging design.
The future of commodity packaging light flashy, will not pollute the environment, and will not cause spiritual pollution. The history of packaging design Packaging in the handmade era The original packaging of mankind is undoubtedly to protect the product, easy to store and carry.
. Bronze, colored pottery and so on can be said to be the earliest form of packaging.
Early packaging was characterized by the use of a variety of natural materials, which was the result of the development of productivity at the time, local materials, but unintentionally protect the ecological environment of nature. Because many parts of natural materials can also be repeatedly used.
In the modern minority, people use a lot of bamboo, wood, grass, plant leaves, packaging items. During the craft era, many simple packaging styles for storage items were created in both China and abroad. For example, traditional Chinese wine packaging, with its large red labels and colorful wine bottles, constitutes a specific Chinese tradition of wine packaging color.
By the time of the pre-industrial revolution, many packages had reached a fairly high level, except that there was no real disassociation between illustration and textual arrangement. Art Nouveau movement art era of packaging design The late nineteenth and early twentieth century the emergence of a variety of printing machinery and the invention of printing technology, perfect, so that the design of the package, the production has made great progress.
At the same time, new art schools and styles emerged in Europe, they not only affect the architecture, painting and a variety of craft design, but also promote the direction of the development of packaging design. The most typical styles are Art Nouveau and Art Deco.
Characteristics of the design emphasizes the decorative, symbolic. The use of a variety of decorative patterns ten packaging industry has added many elegant, beautiful texture effects, greatly enriching the expressive power of the design.
Many packages used the then very popular fashion illustration techniques, simple and highly decorative. For example, the "GITANES" cigarettes designed in 1930, which utilized airbrush techniques, was a masterpiece of packaging design in this period.
Before the liberation of China, the Shanghai month on the card cigarette packaging with strong decorative and symbolic. Such as "Camel cigarettes", "Blue Arrow chewing gum".
Under the conditions of China's planned economy, the packaging market promotion function is not enough to recognize the design concept is quite backward. Only the packaging design as a "decoration", the design of a large number of decorative patterns, the pure pursuit of decorative effect, painting is very beautiful, but can not see what is loaded, design packaging into the painting packaging.
Functionality determines form - the design ideology of modernism Modernist design thinking, with great influence, dominated the history of world design for a period of time. Emphasizing the functionality of design, advocating that "function determines form", design is first to solve the problem of function.
None of the visual elements on the package must have its own function and role, and the information above is simplified to the most basic elements - brand. Commodity name, commodity image, at the same time, trying to remove, all kinds of obstacles to visual communication or useless elements, so that the function and expression of a high degree of unity.
In terms of the language of visual expression, opposed to the use of decorative patterns. Think of decoration as a kind of useless visual pollution.
Mainly geometric shapes, photography and so on as the main language of expression, through the simplification of the packaging picture, modernism has created a lot of very simple visual strength of the packaging style, such as, Marlboro cigarettes. Modernism has a great impact on modern design, not only in terms of design style, mainly in packaging and graphic design theory concept.
Modernism prompted people to think and analyze how to give full play to its function in the real market conditions, the configuration of the information on the packaging, with a certain degree of science and regularity. Information in accordance with its importance in the size of the image, the intensity should be differentiated.
They should constitute a certain visual process to guide the audience cognition, such as, for a box packaging, packaging of six surfaces in the visual communication of the role is different. The main facade, that is, the face of the audience should carry some important information, "product image, product brand" in some other facade can be.
How to make product packaging design to attract customers' eyes
Undoubtedly, eye-catching packaging design with its outstanding visual recognition of the formation of a high degree of sensory judgment, will help our goods from the many competitors to stand out, so that consumers pay attention to, pause, observe, appreciate and produce purchasing behavior, which is the most idealized packaging design pursued by each businessman.
So the designers proposed by the various design solutions always suffered from the market from the front-line staff of the negative, but these front-line marketing staff and it is difficult to give the most seductive commodity packaging to put forward a clear concept, or provide a more creative vision of the contours, but always bring back to the designers of the one or two pieces of packaging they believe that sales incendiary. How can you design packaging that impresses customers when fancy product packaging is always confusing people and confusing what the manufacturer is selling? The role of product packaging design Before discussing the topic of FMCG packaging, it is necessary to think about the role of packaging, only to figure out the packaging for the real role of the product, and in the specific design of these requirements to take into account, in order to design a conquering power of FMCG packaging.
First of all, the packaging makes the product has a certain form. In many cases, there is no form of product is very difficult to display or show, such as beverages, cigarettes and other products, no packaging display cost and not to mention, also can not achieve the desired effect; Secondly, the packaging of product quality has a certain role in protecting.
Such as "Qiaqia" melon seeds package with airtight membrane, so that "Qiaqia" "100 cooking mouth" unique sales proposition to be preserved, or else "Scent" have changed, what consumers love you? Again, packaging can make the product differentiated from competitors. To potato chips, for example, "Pinnacle" potato chips due to the use of paper drum packaging, it is easy to produce differences with other plastic bags of potato chips, easy for consumers to identify; In addition, the packaging should be accompanied by the role of consumption instructions.
Many products have special selling points that determine the way it is not the same way of consumption, at this time, the packaging design must have enough information to allow consumers to recognize its particularity, otherwise it will cause the product information communication is not smooth; Finally, the packaging makes the product has a portable. Take the beverage as an example, from bulk to glassware, has been developed to today's PTT bottle, the more important thing is to consider the consumption of "mobility".
In addition, the difference in capacity between bottled and paper packaged drinks is also largely due to consumer mobility. Common drawbacks of FMCG product packaging design In a wide range of packaging, customers always choose only their favorite products, in addition to the product's own popularity and satisfaction, the packaging design of the discourse is influencing consumers to make a purchase decision.
Both the main role of the packaging above, packaging from now on, no worries? In fact, not, some of the shortcomings of packaging design, often so that the original from the shelves to pick up the product of the customer's hand and put down, and turn to choose other similar products, this time we must know the shortcomings of the packaging in the end where? Packaging does not highlight the product's sales proposition: the product through the packaging design can meet the consumer's aspirations and belonging, and when a product's packaging design lacks a theme, it is easy to lose to competitors with the theme, which is the product's sales proposition is inhibited. When consumers choose bags of candies, the same price he will choose to have a festive word and red pattern of the brand or the general only word of the brand? The result is self-evident.
Packaging patterns and product connotations of the opposite: some companies packaging design is undertaken by the printer, and the printer's design capabilities are often uneven, some small printers design is usually shocking. If the design is clearly edible plum packaging, but in the bag printed on the pattern of flowers and plants, this time consumers will find it puzzling, after careful observation will usually be questioned because of the level of the product and give up buying.
Packaging design flashy: some products in order to achieve the purpose of differentiation, often used to take "shortcuts", that is, not through the product itself to form the difference, but through the packaging of the "luxury route" to form the difference, but often do not pay off. Such as a brand of poultry eggs, packaging to get like a luxury product, some consumers joked that this thing to buy back can not eat, the box can not throw, the results simply do not buy.
It can be seen that the excessive luxury of packaging, if the lack of quality product support, often treated as a gimmick, and ultimately fall into a flashy no one applauded the results. Packaging does not meet the behavioral habits: a brand of domestic functional drinks, its target consumers is a large number of people, and its packaging is a glass bottle.
Here there is a problem, the glass itself is fragile, in the protection of their own body behavior habits, glass bottles of functional sports drinks is obviously very difficult to promote. Then again, some of the field leisure food in the packaging design often ignored a problem, is the excessive weight of the packaging, many products due to the weight or not easy to carry, or packaging easy to deformation and lost more market opportunities, these are the results of ignoring the behavioral habits.
Packaging and trends out of place: today's packaging is corporate behavior, but there is a trend phenomenon, such as environmental protection packaging quietly popular can not be ignored. Environmental protection packaging most directly reflects the degree of concern for consumers, so that companies are easy to get the recognition of consumers.
Such as direct sales of Amway products, basically the use of environmentally friendly recycled packaging, such packaging can not only protect the ecological environment, but also maximize the protection of the nature of the product does not change. In the packaging design to avoid the defects and cover its general function, our packaging from now on will not be disadvantageous? The answer is no, we need to be able to impress the consumer packaging, how can we get the design of such packaging design inspiration? Successful product packaging design, inspired by life Good packaging design should be spiritual, it itself will speak; good packaging comes from life, it may be a trace of life details.
The spirit of packaging is that the packaging can make the connotation of the product to call out, the most reflective of the product itself to impress the consumer's qualities. There is a kind of juice on the market called "wild fruit life" packaging is very attractive, but the first attraction is the name of this juice, when you get the juice in your hands, you will be moved by a set of patterns, that is, two small people with bamboo poles to fight the scene of wild fruits, one of them is a boy swinging a pole to fight the wild fruits, a girl child is using.