The objective criteria of aesthetic packaging awareness of the times are not absolutely immutable. With the development of society, there are characteristics of the times, or the objective standards of aesthetic consciousness are determined by the conditions of the social material life of an era. The dominant aesthetic needs and aesthetic ideals must be constrained by the specific historical background of social practice in different eras.
The early packaging mainly played the role of storage and handling. Therefore, it was not necessary to consider the aesthetic appearance of the design, but only its basic degree of solidity. With the outbreak of the industrial revolution, the product Et was enriched and the quality was improved. The packaging began to consider beautification. The role of the product, its aesthetic value began to show. In different eras, packaging has its design ideas that meet the characteristics of this era and leads the development of social trends. For example, in the 1930s and 1940s, the packaging design of the world was tediously decorated. In the 1950s and 1960s, it was simple and elegant. In the 1970s and 1990s, the packaging design was full of changes, simple and neat, and entered the 21st century. The packaging design is more diversified, embodies the fashion respected personalized design, emphasizes the advertising effect of packaging design, improves the design of the product's own price and popularity, and becomes a typical representative of the business culture that affects people's lives, and has formed a new design trend.
China is in the period of reform and opening up and vigorous economic development. With fierce market competition and rising levels of people's consumption, there is an urgent need to adapt the level of product packaging design to people. People are no longer satisfied with the robustness of the structure of packaging materials and the vivid decoration of images. Instead, it hopes to create new developments in various aspects such as packaging materials, packaging forms, and packaging colors, seeing some enlightenment, broadening their horizons, and giving consumers the product packaging that brings new ideas and concepts to spiritual satisfaction.
The era is full of our great time for a fresh change. We must use our unique modeling language and methods to create good packaging design works in order to realize its economic value and aesthetic value. Therefore, this requires that we use the strong sense of the times and the beauty in the design of merchandise packaging design art will be played incisively and vividly. Whether it is utilitarianism advocating concise and plain design, or postmodernist extreme personalized design, it does not ignore the intrinsic functional evolution of the product. Therefore, we must master the psychological changes of consumers and adapt to changes in the general social culture and lifestyle in order to design reasonable and beautiful packaging designs.
The aesthetic utilitarian and disseminative packaging design of packaging design is the unity of art and utilitarianism. If we leave society utilitarian, then packaging design has become a pure artistic creation activity and no longer belongs to the category of applied art. The utilitarian nature of packaging design is by no means an artificial setting, but it is the process of affiliation with commodity exchange because of the need for use and promotion. From this point of view, its utilitarianism is also practical, and it is entirely intended to promote the sale of goods. Its ultimate goal is not to convey the designer's artistic taste, but to help launch products to attract people to purchase and to realize the goods. The exchange of value will eventually make the business profitable. In this case, the packaging design should accurately and vividly reflect the basic characteristics of the goods, should have strong practicality and inducibility, and truly play its due marketing function.
In addition, packaging design also has its aesthetic spread. In the modern fiercely competitive market environment, good packaging design can not only allow manufacturers to obtain substantial profits and benefits, but also enable consumers to enjoy the beauty while purchasing the value of the use of goods. It should be said that the appearance of goods packaging is an essential part of the product to the market. It is the first and foremost factor that directly acquaintances with customers.} The Xiao Fei is through the relevant characters, graphics, and color information it conveys. It intuitively and effectively understands and grasps the pros and cons of the quality of the product, and the fitness of the nature of the product itself. Whether to love and buy decisions. For example, the “Jinliufu†wine produced by Yibin Wuliangye Group in Sichuan Province I is a successful example. The product is made up of one star, two stars, three stars, four stars and five stars to form high, medium and low grade wines. In the graphic design, the five grades of wine are divided into images of ancient invitations, conveying consumer information of warm invitations and good wishes to consumers. In the use of materials and printing technology to distinguish the product of each grade, so that the product of the coexistence of the coexistence of the package, the same unity and difference, and achieved good social and economic benefits. With the scientific marketing model, the “Jinliufu†series of wines has set a miracle of becoming a well-known domestic brand within a short period of three or four years. Packaging design obviously contributed.
The art design condensed in the commodity packaging is a creative activity that visualizes the functions, packaging materials, and decoration of the product through visual language and styling techniques. In this creative activity, packaging becomes an important medium for expression products to connect with consumers' vision. Therefore, the unique aesthetic features are more easily accepted by consumers. Packaging design has become a major pillar of the company's overall marketing plan, and it is also a medium for fierce competition in the market for similar products. The packaging designer can only deal with the aesthetic characteristics of art and utilitarianism, and can deal with the interrelationship between art and utilitarianism, locality and wholeness, conception and physical objects, etc., so as to achieve good propaganda effect, artistic effect and commercial sales effect.
Ruibo Zhang Teacher of Art Design Department, Anyang University
Source: "Journal of Anyang University: Comprehensive Edition"