First, the history of packaging development
With the development of human civilization, packaging has experienced a long evolution and development process. The history of packaging development can be roughly divided into four basic stages: the germination of original packaging, ancient packaging, modern packaging and modern packaging. Among them, ancient packaging and modern packaging can be collectively called traditional packaging.
(A) the embryonic stage of the original packaging
This stage is equivalent to the Paleolithic Age of primitive society. At that time, the productivity of human beings was very low. They only collected wild plants with their hands and simple tools and lived by fishing and hunting. Inspired by long-term observation of nature, human beings have learned to bind with plant stems, and to use plant leaves, fruit shells, animal skins, animal bladders, shells, turtle shells and other items to hold the transferred food and drinking water. Some parts of these animals and plants, almost without any technical treatment, are not really packaged, but in the sense of packaging, they are in the bud.
(2) Ancient packaging
This stage experienced the long process of the late primitive society, slave society and feudal society. At this stage, great changes have taken place in many aspects of human civilization. With the gradual improvement of productivity, more and more products are used for trading purposes, resulting in commodities and businesses. The appearance of goods requires proper packaging to adapt to the convenience of long-distance transportation and transaction. Humans began to use a variety of materials to make production tools and household appliances as commodities, including packaging appliances.
1, ancient packaging materials
In terms of packaging materials, human beings have gone through a long historical period, from cutting bamboo and chiseling wood, to imitating the shape of natural objects such as gourds, to weaving baskets, baskets and mats with plant stems, and packaging with natural fibers such as hemp and animal hair by bonding ropes or weaving bags and bags. The appearance of pottery, glass containers and bronzes, as well as the invention of papermaking, have significantly improved the packaging level.
2. Ancient packaging technology
In ancient times, transparent, shading, breathable, sealing, moisture-proof, anti-corrosion, insect-proof, shock-proof and other technologies and some methods that are convenient for sealing, carrying and handling have been adopted in packaging technology. Packaging technology
3. Ancient packaging modeling
We have mastered the laws of symmetry, balance, unity, change and other formal beauty in modeling design and performing arts, and made colorful packaging containers with national style by using decorative techniques such as hollowing out, inlaying, pile carving, dyeing and painting, which not only has the practical function of holding and protecting products, but also has aesthetic value.
(3) Modern packaging stage
This stage is equivalent to 16 to1at the end of the 9th century. Western European and North American countries have successively transitioned from feudal society to capitalist society, and social productive forces and commodity economy have developed rapidly. From the middle of18th century to the late of19th century, during the two industrial revolutions that Xiwan experienced, steam engines, internal combustion engines and even electricity were widely used, which doubled the social productivity of human beings. The production of a large number of products has led to the rapid development of commerce. The invention of ships, trains and automobiles made transportation develop to large-scale transportation by sea and land. This requires that goods must be properly packaged to meet the needs of circulation. A large number of commodity packaging makes some fast-developing countries begin to form industries that produce packaging products by machines. The development of this stage is mainly manifested in the following aspects:
1, modern packaging materials and containers
/kloc-in the 0/8th century, the manufacturing process of horse manure paper and paperboard was invented, and paper containers appeared; /kloc-at the beginning of the 0 th century, the method of preserving food in glass bottles and metal cans was invented, which led to the canned food industry.
2. Modern packaging technology
The sealing technology of various containers is more perfect. /kloc-In the middle of 0/6th century, conical cork was widely used in Europe to seal the bottle mouth of packaging. For example, in the 1960s of 17, champagne wine was sealed by tying the bottle neck with a rope and a cork. By 1856, the screw cap with cork cushion was invented, and 1892 invented the crown cap with stamping seal, which made the sealing technology simpler and more reliable.
3. Application of Modern Packaging Marks With the rapid development of commodity economy, commodities have become more and more colorful. In order to induce customers and expand sales, manufacturers began to pay attention to the role of printing marks. For example, 1793, western European countries began to label wine bottles. 18 17 The British pharmaceutical industry stipulates that the packaging of toxic substances should have easily identifiable printed labels.
4. Development of packaging machinery
The development of modern packaging materials and packaging technology mentioned above is closely related to the development of packaging machinery, mainly in the development of production machinery in printing, papermaking, glass and metal container manufacturing.
(D) Modern packaging stage
Modern packaging basically began after the 20th century. With the global expansion of commodity economy and the rapid development of modern science and technology, the development of packaging has entered a new period. The main performance is as follows:
1. New packaging materials, containers and packaging technologies are constantly emerging.
2. Diversification and automation of packaging machinery
3. Progress in packaging and printing technology
4. Progress in packaging testing
5 packaging design is further scientific and modern
Problems and countermeasures of nationalization of packaging design.
(A) the significance of nationalization of packaging design
Nationalization of packaging design is the necessary foundation to realize cultural diversification and internationalization. With the development of economic globalization and cultural diversification, a large number of western design concepts and works have entered people's field of vision, and the exchanges and collisions between national cultures have become increasingly fierce. Any design that ignores the nation will lose its competitiveness, let alone occupy a place in the international stage of design art. Under the diversified pattern of design development, it is impossible to study, learn and carry forward China's excellent traditional design works while absorbing the essence of western design. This kind of design can only be passive water, and it is impossible to take root in the soil of China and reflect the broad spiritual outlook of the Chinese nation.
Commodity packaging with national cultural characteristics can meet the diverse psychological balance needs of the public. In today's highly industrialized world, people are exposed to reinforced concrete every day, with unprecedented expansion of material desires and unprecedented pressure on life. People are generally lacking in spirit, becoming impetuous and helpless, prone to rebellious psychology, and eager for spiritual comfort and balance. I began to miss the local life with strong humanistic feelings, return to nature, and be infatuated with the unique innocence and innocence of national culture. Commodity packaging with national cultural characteristics just caters to the needs of the public in this respect, can arouse their resonance, make them have a desire to buy, and thus gain more market share.
The nationalization of packaging design embodies the modern design concept. In the information age, people's thinking mode, value orientation and consumption mode are diversified. In addition to its basic functions, packaging also shows the soft function of shaping the brand, products and even corporate image, which has become the material embodiment of the brand's core assets. The connotation, function and industry demand of packaging design are undergoing new fundamental changes. Packaging design is more rational and systematic, and the concept of packaging design is becoming more and more mature. The scientificity, logicality, rigor and rationality of German packaging design, the lightness, dexterity and humanization of Japanese packaging design, and the elegance and romance of Italian packaging design all come from their excavation, inheritance and innovation of their own national culture.
Nationalization of packaging design is conducive to establishing brand personality and enhancing brand value. Behind the brand value is culture, and the composition of "culture" is the dribs and drabs of national elements and the tangible and intangible contents contained therein, which has unique appeal and shock. Coca-Cola, for example, has sold 100 years of "Shenshui", Evian mineral water in France, and Japanese and Korean diets. Although China's national brands have made great progress in recent years, many of them imitate or copy things from the West, lacking cultural heritage and innovative spirit. After foreign brands entered China on a large scale, their situation was even more pessimistic. In order to overcome these tendencies, China packaging design should broaden the expression of packaging design, seriously absorb the excellent culture of the nation, actively seek creative inspiration and stimulate imagination and creativity. The artistic form of the Chinese nation is created, precipitated and accumulated from generation to generation, which is irreplaceable and has unique value. Therefore, absorbing and using national culture is the source of packaging design innovation, and it is also one of the core elements of establishing one's own national brand.
(B) Analysis of the problems in nationalization of packaging design
Looking back and analyzing the development of packaging design in China, we can see that it has become the direction of design development to establish one's own design style and design concept and organically combine traditional cultural concepts with modern design. However, there are many shortcomings behind this busy scene.
Excessive pursuit of the sense of form of traditional cultural elements, thus ignoring the essence of design. At present, there are many packaging design works, which are based on traditional cultural elements, with rich and colorful decorative techniques, simple or complicated, and have a strong sense of form. At first glance, the work is very visually beautiful and visually impactful, but when you look down, it will make people confused. From the point of view of pure art, these works are excellent, and their visual language expression fully shows that the creators have high aesthetic taste and artistic attainments. However, many people do not give full play to this advantage, but exaggerate the decorative performance in the design, ignoring the essence of the design, making the work look more like a pure work of art. The essence of packaging design is not only the pursuit of beauty, but more importantly, the characteristics of the product are introduced through visual images. Establish and stabilize its position in the market, and finally achieve the purpose of increasing sales.
There is a lack of rigorous scientific attitude in inheriting and carrying forward the fine traditions of the nation, and the purpose of eliminating the false and retaining the true has not really been achieved. Domestic design circles have always been divided into academic and non-academic schools, and this distinct division is a major feature of China traditional culture. In ancient China, the relationship between master and apprentice was emphasized, and there were schools in the field of art, and master and apprentice was the basic mode of traditional art teaching. This form still exists in the current design field, especially in higher art design education. In addition, the phenomenon of inbreeding in many colleges is serious, the professional level of teachers is declining, the professional teaching ideas are not broad, the teaching methods are not flexible, and there are great limitations and one-sidedness, especially in the study of traditional cultural elements in design practice, which leads to the prevalence of plagiarism and imitation.
Blind pursuit of nationalization, lack of the times. Under the call of "national is the world", some designers realized the importance of carrying forward their own national cultural traditions, and began to mechanically copy a large number of national culture and traditional elements in packaging design, resulting in a number of works with more nationalization and less internationalization. National culture has experienced a long historical stage in its development process and has distinct characteristics of the times. If we simply apply the traditional form in the design without giving more consideration to the characteristics of goods, the aesthetics of the times and the development trend of design, the final effect of the work will definitely lack the spirit of the times and it will be difficult to meet the needs of modern people. Especially under the strong discourse of contemporary commercial culture, packaging designers must design works that are in tune with the times in order to be loved by people.
(C) Research on the countermeasures in the process of nationalization of packaging design
Since the nationalization of packaging design is the requirement of the times, it is very necessary to clarify the essence of packaging nationalization. Research on the problems and countermeasures of nationalization of Shao Yonghong's packaging design: 75 oriented packaging design should properly and perfectly realize the creative intention, embody the characteristics of the times, contain the essence of enterprises and product characteristics, and instantly resonate with consumers. In order to combine China traditional elements with modern packaging design perfectly, designers should follow four principles.
1. Deeply understand and make rational use of China traditional culture.
To realize the nationalization of packaging design, we must first have a deep understanding of our own culture. Traditional elements are neither symbols nor props, they are a kind of culture, and we can't copy them mechanically on the surface. For example, ink calligraphy in China pays attention to meaning, spirit and spirit, which is embodied in strength, emptiness and elegance. The lightness and heaviness of each stroke reflects profound cultural implications everywhere. This requires designers to understand the product first, and then seek the China elements that can represent the product image, and have a certain understanding of the background of these "elements" in order to use appropriate modern design techniques.
China's traditional art has always emphasized the expression of artistic conception, pursuing the expression of the true feelings of the world, rather than sticking to the real form of the object. It has obvious metaphorical and symbolic significance. In use, we should adjust measures to local conditions, pay attention to the adaptability to products and markets, and also pay attention to the adaptability to the customs and habits of specific ethnic groups in some areas. China has a vast territory and different aesthetic habits, so we should pay special attention to it, and the design should not be outdated. If these traditional elements are divorced from the essence and used without thinking, not only can they not play the role of auxiliary packaging, but the works are soulless.
2. Grasp the unity of nationality and times.
With the development of global economic integration, the pace of life is obviously accelerated, and people's psychology of seeking novelty and difference in commodity packaging is more intense and universal. It is the development trend of modern packaging to constantly seek new shapes, new forms and new structures to meet and adjust spiritual needs. Packaging design no longer stays at the level of beautifying goods only through additional decoration. In addition to meeting the functional requirements of packaging, packaging should also convey commodity information, which can guide consumption and meet people's spiritual needs. Practical experience has proved that packaging design plays a decisive role in product sales. It can destroy a product, and it can also build the future of a product and benefit the enterprise. If we ignore the changes of modern society and the needs of people's aesthetic taste and blindly emphasize tradition, the designed products will certainly not achieve good results. Although people yearn for and pursue the past time and feelings, great changes have taken place in the aesthetic taste, living habits, thoughts and feelings of contemporary people. Therefore, while we understand and apply the traditional elements of China, we also need to seek novelty and beauty, bring forth the old and bring forth the new, and reflect the current sense of the times. Only in this way can the packaging design with China flavor have a new artistic conception. To combine packaging design with national culture, we must pay attention to the organic unity of historicity and modernity, integrate design concepts with modern aesthetic taste, and then assist design through various modern expressions, so that the modernity of packaging design art can be perfectly integrated with the historicity of national culture, thus obtaining a brand-new visual experience.
3. Inheritance and innovation of national traditional culture.
Carrying forward and inheriting traditional culture is not retro tradition, not imitating tradition, but developing tradition through inheritance, constantly innovating through inheritance, giving traditional culture a new artistic conception, a new form and a new look, and making traditional culture and art glow with new life. A famous folklorist once said, "The preservation, development and progress of national culture. It is related to whether we can effectively absorb and digest foreign cultures. In the process of opening up, foreign things will not only come in, but also rush in, just like the tide. If we can't keep the existing and develop on our own basis, we may become a vassal of foreign culture in culture. Any nation without its own culture, no matter how developed materially, will surely become a captive of foreign culture in spirit and culture, and the result is undoubtedly tragic. " Therefore, the pursuit of packaging nationalization is not simply a superficial and external form imitation of traditional patterns, characters and other elements, but a rigid transplantation on the visual plane of packaging. Instead, we should condense the spirit from the pursuit of form, turn the connotation into self-cultivation, naturally reveal it in the works, and fully carry forward the beauty of form, thought and artistic conception of traditional culture and art. Only by creating new packaging forms on the basis of absorbing and drawing lessons from tradition can we better convey information for products and enhance added value. For example, the "tea" in China is mostly a daily drink to meet the basic physiological and etiquette needs of guests. However, when it entered Japan, it was sublimated into a "tea ceremony", which was worth a hundred times and became a symbol of Japanese culture in the international circulation order. Therefore, in the process of nationalization of packaging design, it is necessary to inherit and innovate the national traditional culture. We should not only deeply understand, learn and selectively inherit our own culture, but also learn from foreign advanced design concepts and international aesthetic fashion, make more use of advanced materials and technologies, sublimate from the form, express the form and meaning of traditional context with modern functional requirements, concepts and techniques, explore elements that can meet the spiritual needs of modern people, create real modern packaging, and form international dialogue and exchanges. Therefore, it is an important method to explore the combination of national traditional culture with modern aesthetics and values. 3.4 with international design awareness
Internationalization is the further development of local culture and the common embodiment of different regional cultures. With the deepening of economic globalization, the international exchange and competition of commodities are becoming increasingly fierce. In order to meet the needs of international communication, we must seek the international common expression language in the design, and the design must take the market demand as the starting point and meet different consumption characteristics as the design goal. This requires that packaging design should not only have the local spirit in connotation, but also take into account the audience groups of different countries and nationalities in the world, consider their cultural habits, absorb their cultural essence, realize the diversification of packaging design forms and contents, increase the acceptance of products, and meet the needs of international exchange and competition. For example, the packaging design of "Wuliangye", the state guest wine, combines the East and the West and is inclusive, without losing the elegance and subtlety of the East and the simplicity and splendor of the West. Therefore, to take the road of nationalized packaging design, we should not only explore the traditional culture in the modern sense, but also have an international design consciousness, pursue the form of consensus and realize the internationalization of aesthetic functions. Make the local traditional design language a world language that transcends national and national boundaries, thus being recognized and accepted by the international community and achieving global competition.
(4) Conclusion
Nationalization of packaging design is the requirement of the times and historical necessity, and it is the key for China to rank among the advanced countries in the world. This requires designers to create new forms on the basis of absorbing and refining traditional culture, not stick to traditional barriers, pay more attention to the aesthetic needs of the times and international fashion, actively use advanced technical means, make the packaging design of Guofeng have endless vitality and new artistic conception, form dialogues and exchanges with the international community, and create packaging design works with traditional China characteristics and a sense of the times, which will stand firm with its unique charm.