Abstract: Nationalized packaging design embodies the combination of modeling antiques and folk natural materials. It has the function of directly and indirectly displaying the value of commodity culture. The formal characteristics of nationalized packaging are elaborated in six aspects, and the national cultural concept and national character are expressed in the creation of design activities, thereby enhancing the commercial value of the product.
Keywords: nationalized packaging design
The development of packaging technology not only reflects the scientific and technological level of a country, but also reflects the progress of the nation’s cultural spirit and material civilization. As a dual carrier of ideological culture and economic activities, nationalized packaging as a form of expression is not only an important means for obtaining economic benefits, but also a good design strategy for representing traditional commodities and local characteristics. From the perspective of the form of nationalized packaging, it strives to display the cultural characteristics of commodities with distinctive national image characteristics.
1 structure
Different commodities have different forms and characteristics, and the design of the packaging structure needs targeted design. Such as traditional products and modern products, food and cosmetics, women's products and men's products packaging modeling, they have a fundamental difference in the physical structure, this difference is reflected in people's habits of understanding of packaging modeling. For example, in the use of nationalized packaging, some ancient cultural relics can be used for reference. In the process of their being transferred, they gradually became a material and typical example, which played a role in passing on certain cultural symbols. This is a transformation process of folk culture in design, which directly affects the aesthetic needs of people. For example, imitating the forms of bronze ware, earthenware, porcelain vases, terracotta warriors and traditional parcels, as well as the body structures of folk gourds, dragon lamps, sucking gongs, statues, barrels, etc., to design and produce wine containers and packaging images. Inheritance, but also contains a sense of national culture.
2 Traditional patterns
Chinese traditional patterns have a long history and brilliant achievements. As early as thousands of years ago in the pottery of the Neolithic Age, the ancestors began to use patterns to decorate their lives and use decorative language to express their pursuit of beauty. It is a symbol of a specific concept meaning. It has a wide range of subjects, rich contents, diverse forms, and long history. It is associated with the concept of the people, carries a certain moral or connotation, and reflects a relationship between man and nature and society. , with emotion beyond the true meaning of the image of the emotional color.
The traditional pattern is a kind of decoration technique commonly used in the packaging design. It mainly deals with the symbolic image processing of the needs of the packaging picture, and it plays a subtle and artistic effect in displaying the national style. Like the back grain, grain pattern, moire pattern, turtle pattern, Ji Xing Jin, Fang Huan, Kidnaped Dragon used as the packaging shading and border, and the original enamel pattern as a symbolic image application; bronze ware patterns and lacquer ware patterns during the Warring States Period, Embroidered pattern decoration, jade; Chinese painting brick pattern and tile pattern, stone carving patterns of the Northern and Southern Dynasties (Flying, lotus); descendants of grass, flowers, treasure phase flower; Song and Yuan ceramic decorative patterns; Ming cleaner, silk, lacquer, Cloisonne motifs, etc., are all typical patterns of ancient China.
3 folk graphics
Folk art is an art that is produced and appreciated by the folk producers of all ethnic groups. Because they belong to the Chinese nation, they symbolize the yearning for and pursuit of a beautiful life in the form of expression, and become fixed as an auspicious deity that can bring good fortune to people. It is a native of China and has a strong local flavor. It is also closely related to folk activities. According to different activities, people make corresponding figures to set off the atmosphere, which makes it symbolic of Qifeng Nafu.
Folk graphic is an image that is popular among the people and has potential laws and functional meanings. It makes people understand and understand with a strong symbolic atmosphere and a strong sense of life. For example, on the rhombus-shaped red paper, several bunches of golden yellow rice are painted and the words “Fengzi†are used. This is a picture that expresses the joy of farmers’ harvest. This kind of graphic created by using homophonic sounds, it is related to folk customs, myths and legends. There are profound connections, and there are various kinds of folk graphic decoration techniques, which pursue the complete, complete, symmetrical, and stable artistic effects of the picture, and are extremely decorative and symbolic, such as using bats to symbolize happiness and longevity, and using lotus and squid for comparisons and more. The commonly used graphics include dragons, phoenixes, unicorns, magpies, plums, four-season flowers, Pisces, Spring Festival couplets, window grilles, gold and full house, Fu, Lu, Shou map, Facebook, shadow puppets, and paper-cut arts.
4 Chinese Character Art
Chinese characters come from pictures. They are both words and symbols. They not only have narrative function but also have decorative effect. Such as the book, simple and elegant; Wei Shu, the font is simple, smooth and graceful; Li Li, a lively gesture, the overall unity of the font; cursive style, variety of shapes, strokes rolling back. In application, as long as it is appropriate, it can highlight the added value of its product culture, but also can play the artistic effect of icing on the cake.
Such as the performance of wine and tea packaging, you can use the brand name text modeling derived image. As long as it does not deviate from the Chinese character image orbit, it can well express the characteristics of commodities in terms of characters and characters, highlight the meaning of commodities, and have the characteristics of national culture.
5 Silk Line
China is the world’s largest producer of sericulture, silk, and brocade. In the early days, silk fabrics were used as packaging materials in addition to clothing. For example, people use colored brocade to make bags, and they call it “Kam, used to decorate coins, sachets, arrows, and other items. The brocade box decorated with brocade paste has a history of more than 2,000 years in our country. A packaging container combining wood and brocade, in ancient times, the brocade was mainly used to hold valuables and gifts, and “Ma†was used as a better textile material and was rammed into a large number of ropes for bundling. Traction, etc. These functions of Ma until modern times have also been widely used in various aspects of production and life. The use of cotton fabrics in packaging was later than silk and hemp, and it was only popularized during the Song and Yuan periods. Cotton fabrics were used for sewing fabrics by merchants as a clothing bag, especially for the packaging of books.
As a decorative technique in nationalized packaging design, silk string has more and more demonstrated its special features. It can be used as a handle to open bundles, and can also play a role in decorating and embellishing the colors of the screen. For example, use red, green, yellow, blue ribbons or cords to bundle and wrap the tags. With ink, yellow, brown, dark red, white rope handle, decorative and set off the packaging structure. It can play a very good decorative effect in enriching the national image of goods and displaying the characteristics of national packaging.
6 Application of Natural Materials
Natural materials refer to materials that are most commonly used, most commonly used, inexpensive, and free from chemical pollution, and refer mainly to local natural materials (bamboo, wood, rattan). For example, in the lacquer ware unearthed in the Han Tomb of Mawangdui in the Western Han Dynasty, most of the lacquer wares are wood lacquerware and bamboo lacquerware. This shows that our ancestors had used bamboo materials to produce more upscale lacquerware packaging far from the time when Neolithic had no metal hydraulic tools.
With the development of the society and the increasingly abundant market, popular bamboo and water packaging containers are gradually being widely used. The ordinary water tanks made of wood and the exquisite wooden boxes house cultural relics, ginseng, and high-grade handicrafts: bamboo baskets and rattan baskets are used for the kimchi jars, jars, and porcelain outer packagings, and small bamboo sticks are used for preserved eggs, dried beans, etc. Local specialty products are made of various straws, baskets, baskets and baskets made of soft wheat straw, grass and branches, rattan, etc.
7 Conclusion
As a part of national culture, packaging will inevitably reflect the psychological characteristics of the nation, and this cultural concept and national character will be expressed in the creation of design activities. It is an important means of conveying commodity culture, and it is also the development of packaging and decorating design in China. Indispensable important components.
Source: "Packaging Engineering" Chang Fang Wuhan Institute of Technology