The design of gift packaging we are referring to today does not refer to a particular area, such as souvenir packaging, but should be integrated into all areas of commodity packaging. From the perspective of vertical and horizontal fields of commodity packaging, gift packaging involves gift packaging. Always, infiltrating all aspects of the commodity packaging field, it should be a diversified, all-encompassing type of packaging design, such as: flower plant packaging, food packaging, apparel packaging, native product packaging, handicraft packaging, cosmetics packaging, electrical product packaging, Daily necessities packaging, fruit packaging, toy bags, and so on.
Gift packaging uses "emotion" as its appeal point, and "communicating" as the purpose of design. It integrates the content of goods and the form of design to enhance the taste of "gift". In terms of its cultural aspects, gift packaging can be embodied in two aspects. First, the gift packaging design should highlight the characteristics of national culture and characteristics of the times; second, the gift packaging design should adopt natural materials to convey "dense, simple "The friendship, the natural and harmonious" cultural connotation.
First, with the improvement of people's living standards, while pursuing material satisfaction, they are also eager to pursue spiritual satisfaction. That is, they need a package with cultural tastes, which can cause consumers to have an emotional resonance. Therefore, we should think about the social utility of design and focus on the cultural nature of design. Culture refers to the material and spiritual production capacity, material wealth, and spiritual wealth acquired by humans in the course of social practice. The development of form forms a national tradition. However, the culture that this packaging design should represent does not refer to the traditional culture of the country alone, but is a complex that coexists with the nature of the times. Traditional packaging forms of various nationalities in our country are diverse, and cultural progress directly affects the development of packaging, especially the packaging of gifts. Traditionally, various types of boxes and boxes made of Phoebe and eucalyptus are used for storing pens, inks, books, paintings, enamels and other articles. It is precisely a kind of exquisite gift packaging. The people of all ethnic groups use reasonable materials in their packaging, produce cleverly crafted, uniquely shaped, distinctive decorative styles and rich local traditional styles, making foreigners feel unique and unique. When humans follow the pace of the times, they are increasingly attached to traditional culture. China is a country with a long history. For many years, it has deposited many essences of ancient, modern, modern and folk art. People have inextricably bound it. In the "Biluochun" gift tea packaging shown in Figure 1, the melodious, elegant, musky, and long-lasting emotions of Chinese tea culture are vividly reflected. The luxurious and elegant pattern is used as a packaging material, which is concise and crisp yet nationalized. Expressing the characteristics of humanities and culture in the "tea" gift package, it also integrates the "emotional" exchanges in the world culture. The dignified words and the intense and rich color contrast give the quality attributes of the "tea" culture.
From the “horizontal†perspective of the gift packaging design, examples of the perfect unity of ethnic cultural characteristics and the characteristics of the times can be found everywhere. For example, Japan’s commodity packaging, especially gift packaging, has a strong national character and the times, and its patterns. The use of styles, text forms, and the use of colors are all strongly suggestive of “peace and styleâ€, and seemingly arbitrarily arranged points, lines, and faces, which fully display the emptiness and charm of Japanese traditional culture. But Japanese packaging is not just nationalization. , Its pattern distribution, text layout, and color matching also make people not doubt it has Western culture of boldness and boldness.
Gift packaging design is different from pure art creation. It is restricted by many aspects such as product attributes and sales expense psychology. Therefore, the way to improve the cultural taste and time characteristics of gift packages and designs is different due to different products. It is not a product of calligraphy art + folk motif +......, etc. It is only the product of an undeniable understanding of the traditional culture of the nation, a deeper study of modern aesthetics, a modern marketing science, a psychology of sales fees, The materials and technology and other disciplines are fully aware of, and master the modern expression of language and form, in order to design the gift of love and rational design.
Second, the gift packaging design should be based on natural materials in the choice of packaging materials, such as paper, bamboo, wood, mud, plant stems and leaves and other natural materials, according to local conditions, the amount of application of the design and production of various packaging items. Traditional natural packaging materials are packaged in three forms: original state, simple processing, and elaborate decoration. This not only embodies the three major orientations of oriental traditional aesthetic concepts, and it has no ornaments--taking nature as the beauty of nature, and decorating not taking nature--because it is a harmonious and harmonious beauty. Natural beauty is famous in the world for its artistic beauty, and it also reflects modernity. Human environmental awareness. The wood used for packaging is either kept in its original state or polished. Bamboo, either directly taken into knots, or peeled and then woven into a device. The leaves and cuticles (brown bark) of those plants have become the preferred materials for gift packaging. Pottery and glass products that have been fired have also been used as packaging materials for thousands of years. The tanning history of animal hides is even more distant and exquisitely hand-crafted. Modern people pay more attention to enjoying the return of nature's gifts and natural breath from the vision and touch of natural materials. The designer must understand the characteristics of natural materials, present its spirituality and charm, and use reorganization to create a new life. It contains all the cultural information.
In addition, the selection of materials should focus on the adaptability of gift packaging design, especially the adaptability of specific ethnic style habits in certain regions. China's east, south, west, north, Han, ethnic minority areas, cities and rural areas are vast and often have different aesthetic habits. In the design, the bamboo materials in the south should not be used rigidly in the packaging of northern Beijing fruit products. Sichuan pickles should not be packaged into cans. If you use Henan Mai Mai rod packaging jewelry, give us the feeling is not only the wrong form of packaging design, but also have unreasonable factors in the selection of materials. In addition, many products have strong local characteristics. For example, Fujian has a tea packaged from bamboo shoots, tea pots made of anti-springs from Zhejiang, coconut sugar from Guangdong, gluten from Wuxi, and huaduo jars from Shaoxing. The rationality, clever production and unique shape are the elements that should be promoted and excavated in gift packaging design.
In the material of gift packaging, the application of contrasting materials and natural materials is stressed, and the natural thick texture and simple atmosphere are fully utilized. In addition, a new type of modern decorative printing paper can be borrowed to construct a new image of packaging. More abundant. Figure 9: Gifted serialized packaging design using recycled paper as a material, matching the fruits of the same color, organically combining the shapes, colors, and materials. The nationalization reflects the characteristics of the times and gives people an elegant, intimate, and patina. The affinity of ancient townships has reached the cultural characteristics of people who are in love with things.
With the development of the times and the advancement of science and technology, we should continue to explore and find out some intriguing connotations and a higher aesthetic interest in gift packaging design. We should pay more attention to traditional culture and deepen the physical examination. Pay attention to the traditional inheritance and deconstruction, the pursuit and exploration of artistic taste. In the style of gift packaging design, a natural, intimate, rustic, healthy and environmentally friendly aesthetic consciousness is emphasized. As a gift packaging design, it is not only limited to the circulation and display on the market and shelves, but also can be more involved in people's social relations and life. Among the details, gifts have emotional communication, hand-writable features, which are generally different from the packaging of "one-time" use characteristics, need an intriguing connotation, refreshing charm, and more humanized design becomes the focus.
Juan Wang Guangdong University of Technology
Reprinted from: Packaging Engineering