The construction of packaging design culture

As a new material form created by human beings, packaging design is a material culture constructed under the influence of various cultures and reflecting certain cultural connotations and socio-cultural characteristics, and is always the influence, restriction and nourishment of various cultural behaviors. Under sports and development.

Keywords: material culture construction fusion

The cultural construction of packaging design refers to the various cultural features of packaging design under the influence of culture. Culture is the sum of material wealth and spiritual wealth created in the course of human history practice. Then packaging design culture is a new material culture that includes all people’s behavioral patterns and the satisfaction of these behavioral patterns. It consists of three dimensional levels.

Material Layer - Practical Functional Layer

Material Culture Combination Layer - Form Layer (Aesthetic Functional Layer) Design

Psychological layer - concept layer

From the diagram, it can be seen that the functional layer is the outer layer of the packaging design culture, embodies the outer layer of the packaging design material, and contains the material carrier of the design cultural elements. It is related to the most basic needs of people. Through it can directly understand the consumer behavior in packaging products. The middle layer of packaging design is the formal layer, which contains practical functional layers and is also the inner culture of design. It has a strong era and continuity, coordinates the relationship between the various elements of the design system, regulates design behavior and judges the organizational system that guides design. Because there are diversity in packaging design, the choice of design behavior must be consistent with the aesthetics of consumers. The concept is closely related, so the formal layer of packaging design can also be called the aesthetic functional layer. The conceptual layer at the bottom is the most stable design aspect of packaging design. It is closely linked to the cultural tradition and is the accumulation of traditional national culture. Therefore, it can also be considered as the cultural awareness layer. It is at the core and leading position, and it is also the soul of design culture. It exists in the human heart, and thus stipulates its own development and laws, and absorbs, reforms, or repels heterogeneous cultural elements. This is the basis and basis for designing all elements of the cultural system.

The functional layer is the most active, it changes frequently, not only by the penetration of science and technology, painting art, but also by the shape and nature of the packaging products. The formal layer is closely linked with the aesthetic concept of consumers. Therefore, it is the most authoritative level. It stipulates that the overall nature of packaging design culture is an important link to maintain the relationship between the outer layer and the bottom layer of design, and it is a scientific and effective implementation of packaging design. Safeguards are also the yardstick for designers to engage in packaging design activities. The conceptual layer of design mainly reflects people’s moral and ethical concepts, social psychological concepts, and national traditional culture concepts. The three levels are combined with each other, penetrate each other, and are integrated and reflected in each individual packaged individual.

First, the impact of painting on packaging design

The influence of painting on packaging design is the most direct and basic. First of all, the "shape" and "color" involved in the modeling language of painting are the same as the creation of "form" and "color" of the screen modeling language of the object involved in packaging design. Therefore, the drawing language provides the most basic means of expressing design intent for packaging design. From the initial sketch of the design concept to the basic establishment of the design proposal, all expression methods rely on sketching, sketching and coloring in the painting. Applications have an inseparable relationship. Therefore, the artistic school of painting will be the most direct and reflected at the fastest speed in the expression of packaging design. During the Art Nouveau and Art Deco movements, the bright colors and decorative patterns of packaging, as well as the symbolic expression methods, were the true portrayal of art culture at that time. And today's packaging design with each art quarrel with each other, but also a hundred flowers in their own unique style to seize the consumer market.

Second, the product of the packaging design

The object of packaging design is the product, through which it solves various spiritual and material problems that people encounter in their lives. Through packaging of the product, the product provides people with an imagination and association of the internal product, and creates a mood and characteristics of the general artwork and enhances the product's connotation. From the product concept, packaging design is a kind of communication of visual information. It must solve the problems of product promotion, corporate image promotion, product category, nature, and quality description. From the form of packaging, in order to facilitate the transportation, protection, storage of products, reduce pollution to the environment and other issues, it must first consider the shape of the product structure, the so-called tailoring of the relationship between the two is the most appropriate. From this, we can think of packaging design as the twin brother of a product. The history of human products is closely linked with packaging design. Along with the continuous development of various products and the increase of product richness, it brings endless opportunities for packaging design and affects the development of package design in a timely manner.

Third, the impact of science and technology on packaging design

Science and technology is an important part of human culture. It plays a huge role in promoting the development of human culture. Its impact on packaging design is reflected in two aspects: As a universal law and method, it belongs to the knowledge of science and technology. As a guide to consumer behavior and ideology, it belongs to ideological consciousness of science and technology, that is, consumers' scientific attitude and scientific spirit.

The impact of information technology, engineering technology, and packaging materials contained in science and technology on package design is the most important. The development of information technology, the innovation of engineering technology, and the development of computer design software have brought revolutionary changes to the contents of package design, expression techniques, and plate printing technologies, and have influenced the style changes of package design. Designers can diversify the image and design of packaging in a larger space scale. Under the command of the computer, from large-volume packaging and printing production to small-volume packaging printing production, from CMYK four-color printing to printing of more than eight colors, and some special printing effects of innovative technologies, so that packaging design to meet the social diversification Demand.

Conceptual consciousness of science and technology is that people apply scientific development concepts to influence packaging design. With the rapid economic development, people's living standards and consumer attitudes have undergone great changes, gradually relegating to the era of green revolution including green products and green materials. For the packaging industry, promoting and developing green packaging is a top priority. To force the design concept of packaging design, we must turn from the commercialization design that satisfies people’s desires for things to the ecological design coordinated by humans and the natural environment.

Fourth, the impact of traditional culture on packaging design

Traditional culture is the sum total of civilization accumulated by human beings in the course of historical practice, and it is a manifestation of the national spirit. Each country will form a traditional culture with its own characteristics in the long history of development. The design activities of any nation cannot be separated from specific social and cultural systems, and they cannot be separated from their respective national spirits. The Chinese nation pays attention to the overall consciousness, speaks orthodox, stresses ethics, understands the order of thinking and understanding, positively improves, and likes to be steady, upward, and successful. These traditional cultural concepts are particularly prominent in the packaging of some traditional products.

Fifth, the aesthetic concept of packaging design

The aesthetic concept includes aesthetic taste, aesthetic standards and aesthetic ideals. The aesthetic concept directly guides people's aesthetic practice activities. It not only restricts people's creation of beautiful things, but also plays an important role in dominating the aesthetic direction of people. This actually promotes certain groups in a society, a certain area, or a specific ethnic group. The conformity of aesthetic requirements and the formation of aesthetic styles.

Sixth, the impact of social psychology on packaging design

Social psychology mainly realizes the spiritual function of products through packaging design, conveys the deep-seated feelings of human beings, communicates each other's spiritual life, and objectively reflects the basic tendency of social life changes and possible development trends. It is the constraint condition of packaging design, and it is one of the basis that directly influences the formulation of packaging design scheme, and also provides psychological basis for the accurate positioning of packaging design.

VII. The influence of ethical concepts on packaging design

Design as a tool and tool for caring for humanity and benefiting mankind, its highest aim and ultimate goal should be to create a happy life and a way of life for human beings. Today, the gradually formed "people-oriented" ecological design is an important manifestation of the development of modern human ethics. Therefore, rational and modern human beings are looking for the principle of balance of interests in the survival of nature and humanism based on modern ethics. Taking the common future of all human beings as the starting point, ecological design is the inevitable choice for modern packaging design. Europe first introduced the use of cloth bags and eco-friendly paper bag packaging instead of the most hazardous plastic bag packaging. Some high-cost gift boxes can be returned to the point of sale for reuse after they have not been damaged after sales.

From the above analysis, it can be seen that things created under the influence of various cultures will inevitably reflect certain cultural connotations and certain social and cultural characteristics. As a new material form created by mankind, packaging design is a material culture with new features built under the influence of various cultures, and it has always been under the influence and restraint and nourishment of various cultural behaviors to move and develop.

(Wu Feifei, Department of Art Design, Shanghai Institute of Technology)

Source: Shanghai Packaging