Abstract: Paper-cutting has a long history. After the baptism and deductive development of the times, it has become one of the most oriental art forms with its own unique visual cultural symbols. The use of folk paper-cuts in packaging design gives the inherent traditional cultural characteristics of packaging design, enabling the packaging design to conform to the trend of “more nationality and more world†in the development of the times, demonstrating the peculiar charm of the East.
Keywords: folk paper-cut packaging design packaging design is the original comprehensive planning of the packaging of goods. It should adopt different materials and forms of expression according to the attributes, types, and characteristics of products, and creatively design packaging designs with practicality and aesthetics for different consumption levels and consumer groups. With the continuous improvement of living standards, people's consumption concepts are also changing in a subtle manner, from the pursuit of functional value to the aesthetic value of self-expression and evaluation. The application of folk paper-cutting to packaging design can change its modeling structure, enrich and improve its appearance, deepen its inherent cultural value, and enhance the added value of packaging design.
First, the change of modeling structure: folk paper-cut "X perspective"
The “X-perspective method†of folk paper-cut is the effect of hollowing out the technique. “It is seen from A to B. It looks like an X-ray microscope in medicine. It has a unique extraordinaryness, and perspective depends entirely on the creative intention and cognitive experience.†In other words, the application of folk paper-cutting to packaging design is based on the characteristics, functions, and characteristics of the products to be packaged, and the use of appropriate packaging materials for reasonable hollowing out. On the one hand, the shape of the packaging product has been correspondingly improved. At the same time, with the deformation of exaggeration techniques to create a personalized product packaging. On the other hand, if you want to see the outer packaging in purpose, you will see the inner product. The image has strong identifiability, which facilitates the consumer's perception of the product, and achieves the unity of the visuality of the goods and people, so that the image of the product is obtained. Clearly promoted.
Second, beautify the appearance of decorative elements: color, text, graphics
The decorative appearance of the image is one of the important factors that must be taken into account in the packaging design. Color, text, and graphics are indispensable elements of the appearance of the packaging. The three are the visual form factors that form the unified package design. Their application and design are directly related to the economic benefits of the product and the company's image. "Function is important, but the form can not be ignored, not only because of ignoring the form, the added value of the product will also be a great loss, directly affecting the economic benefits of the product, and because ignoring the form, equal to ignoring people on the product The spiritual demand, in essence, is a one-sided negation of people. "The negation of one-sidedness" is against the modern design "people-oriented" design concept. That is to say, when applying the decorative effect of folk paper-cuts to the packaging design, these basic morphological elements must be taken into consideration and creatively applied, and this is the unique charm of the packaging design.
Red is the most primitive, most vital, impact, and visual color. Red paper is often used for folk paper-cuts, symbolizing good luck and joy and a festive mood. In the packaging design, the choice of color should be based on the characteristics of the product, the consumer's psychology and the product's functional properties, or for economical and practical commodity packaging, or as a sentimental gift package, or as a package with special commemorative significance. China is a country that pays attention to etiquette. The colors used to convey affectionate gift wraps are red and golden yellow, which coincides with the colors of folk paper-cuts, expressions, blessings and auspiciousness. Through color, customers can intuitively identify and select products, and color becomes the first visual factor that impresses customers.
Text is an indispensable factor in distinguishing product recognition systems. In the packaging design creation, the brand name, trademark, composition, use, instruction, and manufacturer of the product need to be expressed in words, and the text occupies an important position in the packaging design. It is also an important part of the overall picture that constitutes perfection, and it is the key to the beauty of the packaging. The formal beauty of text design can add luster to the packaging of goods and make consumers enjoyable. In folk paper-cutting, allegations or harmonics are often used to convey people's subjective emotions and aesthetic interests. People often use beautiful vocabularies and graphics in combination, such as "flowering the moon, showing the goodness of the dragon and the phoenix, and all the best." They are combined with peony, peach and other flower forms to intuitively and vividly express people's attitude and pursuit of life. At the same time, the use of homonym characters such as “Zaoâ€, “earlyâ€, “Guiâ€, “Guiâ€, “Fuâ€, “Fuâ€, etc., conveys good wishes, and is vividly connected with the commodities, and has a good reputation for the packaging of goods. Conception.
The figure is the most unique form of folk paper-cut, the most expressive form that can express people's visual thinking, is the unity of virtual reality, abstraction and figuration. In packaging design, abstract reproduction is a way of individualized expression. For example, wine packaging design, many of them are now on the market to convey information and so-called cultural implication, and ancient paintings are used extensively as their history. Origin and visual aesthetic impact. If paper-cut hollow effect is used, abstract and emotional story graphic images will resonate with customers. Another example is the combination of flowers and animal graphics with the words "flowers full moon" into a complete pattern, which is an auspicious symbolic figure. Making full use of the straightforward and metaphorical techniques of folk paper-cutting can make the exterior design of packaging design distinctive.
The application of folk paper-cuts to packaging design can enhance the visual impact of packaging, deepen, express and express cultural connotation, add value to packaging design and create a reasonable survival mode to achieve and expand the role. At the same time, it also promoted the charm of folk paper-cutting.
Third, the application of folk paper-cutting packaging design should pay attention to the problem
Different countries and regions have different customs and cultural beliefs. When applying the folk paper-cuts to packaging design, we must consider whether the applicability of graphics conflicts with local culture and beliefs. For example, in China, the “Songhe†pattern is often used for birthdays, and in France it is considered a symbol of inauspiciousness.
In the modern era, taking care of society with humanism and paying attention to environmental protection are also of the highest priority. The advanced technology of the modern society can solve many technical problems. However, the fineness and exquisiteness of the folk paper-cut work are directly related to the image of the product. Therefore, the complexity of technical processing and the increase in costs will correspondingly cause some conflicts with environmental protection. This requires designers to consider factors such as the selection of materials while taking into account the concept of communication of design culture.
Conclusion
With the development and progress of society, when packaging design emphasizes inheriting the characteristics of the national culture, it is necessary to take the essence and deepen its essence. While absorbing and learning from the essence of national culture, we must explore the laws and methods of expression combined with modern culture, and follow the trend of “more nationality and more world†in the development of the times to create a new image culture of modern packaging design. Design unique charm.
â– Wang Hui Xiao Qiuna
Decoration, No. 02, 2006