Summary:
In today's social and economic tide, the circulation of goods is rapid and the elimination rate is extremely fast. If products are to succeed in marketing, relying solely on the product’s own excellence is not enough. As a traditional product, it is clever in packaging design. The use of traditional art, combined with modern science and technology, incorporates the forms of expression of modern design, so that the use of traditional art has gained a new sublimation, so that commodity packaging has a strong sense of the times and the sense of nationality, fully embodies the personality characteristics of commodity brands. The circulation and sales of commodities have a positive effect.
Keywords: Chinese traditional products; modern packaging design; perfect combination
1 Definition of traditional and traditional products
“Traditional†mainly refers to the traditional culture of mankind. Traditional culture is the result of human civilization accumulated in various aspects such as production and life in the long historical period of mankind. It is also the result of the existing human wisdom. It is the foundation for future generations to inherit and develop their knowledge and skills."[1]
Different regions or countries have different traditional cultures. For example, the traditional culture in the coastal areas and the traditional culture in the inland areas cannot be exactly the same, and there will be even greater differences. The traditional cultures of the East and West, the South and the North will also have a greater difference.
There will also be cultural differences between different eras. The new culture that has evolved or emerged on the basis of inheriting the predecessors has become a new tradition over time. Take the evolution of the Chinese language as an example. Compared with hieroglyphs, Jin Wen and Shi Guwen were new words that were generated on the basis of inherited hieroglyphs. However, relative to Daxie and Xiao Biao, they were Has become a traditional text form. By analogy, Lishu and Shushu were also popular new writing forms in the Han and Tang dynasties. However, for modern times, they have also become part of traditional forms of writing. They are one of the main contents of traditional Chinese culture. .
Different nationalities or ethnic groups also have different traditional cultures. This can be seen from the different costumes of different nationalities in our country and the traditional culture of marriage and funerals.
The most important point is that excellent traditional culture is the lifeline of a nation. China is an ancient civilized country with a history of 6,000 years. In that long history, the Chinese nation has accumulated excellent traditional cultural heritage that is both thick and broad, and profound, and is an inexhaustible cultural treasure for our descendants. We can only inherit and carry forward the excellent traditional culture of the Chinese nation, and at the same time, we must absorb the nutrition and essence of foreign culture so that we can stand on our own for the world's people.
"Traditional products" is also an important part of traditional culture. It mainly refers to local characteristics (such as Wuxi clay figurines, oil gluten and sauce ribs and other foods; Suzhou pine nuts sugar, brine sweat dried bean curd food, Suzhou embroidery, sandalwood fan crafts, etc.; party flag hemp cake, radish; Yixing teapots, salted ducks and ducks in Nanjing; Xuan paper and ink in Anhui, and kites in Weifang, Shandong; kites in Weifang, Shandong Province, etc.), ethnic characteristics (such as halal foods for ethnic groups, Tibetan waist knives, buttered tea, etc.; Guangxi Zhuang people's hydrangea crafts; Guizhou batik and wood carving mask crafts, etc.), Times features (having a long history such as Zhenjiang's vinegar, Danyang's sealed vats, Zhangzhou's Laojiao wine, Guizhou's Maotai, Lanling wine, Dukang wine, etc. Of course, local characteristics and times are generally closely linked. Products that are not available in other places, ethnic groups, or in different eras.
Knowing the definition of "tradition" and "traditional products", we must give the connotation of traditional product spirit from "tradition".
Therefore, traditional product packaging in the design of creativity, should be a variety of ways or methods to fully reflect the characteristics of traditional products, use packaging to more fully convey the geographical, national and timely information, reflect the packaging of cultural connotation and artistic conception. Conversely, the packaging of traditional products will certainly reflect the traditional cultural information of the products and products, which reflects the traditional style.
2 Traditionally used cultural elements of traditional products
The packaging of a good traditional product is to attract people with traditional cultural material with a high cultural taste and a high degree of aesthetic sense. After careful design, it is designed to convey product information to consumers and promote sales. The creative "vocabulary" of consumer services. To design such a "vocabulary", it is necessary to fully exploit the traditional cultural elements associated with the traditional product as a packaged object to carry out creative ideas. The traditional cultural elements mentioned here refer to the specific forms of traditional culture, such as the traditional Chinese calligraphy (the different styles of Zhengzheng, cursive, official script, regular script, etc.); Chinese painting (different styles of brushwork, freehand brushwork, ink paintings); New Year Pictures (such as Tianjin Yangliu Youth Paintings, Suzhou Taohuawu New Year Paintings, etc.); prints; sculptures (wood carvings, bamboo carvings, brick carvings, tile carvings, jade carvings, etc.); paper-cut arts of different styles; lacquer paintings, lacquer paintings; batik, tie-dyeing Art; Embroidery and more. We can generally consider the selection of traditional cultural elements from the following three aspects.
2.1 Considered from the use of packaging materials
In ancient times, the materials used for packaging were very limited, mainly using natural natural objects such as bamboo, wood, rattan, hemp, shells, gourds, coriander, reed leaves, and so on. Therefore, we can use natural materials to design and produce packaging with the original concept and local characteristics.
2.2 Considering the shape and structure of the package
In the form and structure of packaging, we can draw lessons from the traditional construction, transportation, furniture, daily necessities, entertainment products, stationery, sporting goods, religion, and other articles that have artistic value and appreciation value, and are more in line with the objects to be packaged or Packaged objects have more closely linked feature features. The design should pay attention to the beauty, uniqueness, exquisiteness, scientific structure and firmness of the structure.
2.3 Consider the form of decoration
Apply a variety of related traditional visual art form graphics, such as Chinese calligraphy, Chinese painting, sculpture, paper cutting, embroidery and other arts and crafts such as drama, costume, masks and props, weapons, construction, furniture, daily necessities, textile printing and dyeing and other items. Pattern patterns and colors, as well as illustrations, book publishing, binding formats, etc., of content scenes in classical texts, folk traditions, mythological stories, etc., as long as they are closely related to the contents being packaged and are used properly, Can be used as a form of decoration for traditional products.
3 The traditional product design should take into account the current sense of the times
Traditional product design should also take into account traditional styles and current times. The era in which we are today has entered the era of highly-developed microelectronics and high-capacity information technology. Many things and things that we thought were impossible in the past have become a reality in modern times, especially since China adopted a policy of reform and opening up to the outside world. Many advanced cultures and technologies in the world have been continuously introduced into China, and have gradually been used by China and China. The outstanding traditional cultures of the nation have been merged together and gradually formed the cultural status of the country in this new era. This is an inevitable result of history. The ideological consciousness for seeking new ideas and seeking beauty is shared by mankind, and it is thus possible to promote the continuous progress of society. Only in line with the pulse and rhythm of the times, innovation, traditional style packaging design will have infinite vitality and new artistic conception, in order to be accepted by contemporary people.
To reflect the current sense of the times, you can generally consider from the following aspects:
3.1 Considering the design of the composition and graphics
Different from the traditional compositional forms, such as balanced, scattered and interspersed styles with concentrated corners, splitting styles, dense contrasts, and inspirational moods, etc., with a modern style of composition, can be more clearly presented to consumers. To convey today's sense of the times.
3.2 Considered from the layout of the design
Use more modern text formatting, such as Qibian, Qi axis, oblique row, grass row, multi-row grass row, image, insert, step, gradient, cross-style layout , can reflect today's sense of the times.
3.3 Considering the design of the font
The text on the packaging can use modern fonts, such as New Songs, New Hessian, Comprehensive Body, Amber Body, New Wei Body, and various variant art characters designed by oneself. It can also use various fonts in foreign language or Pinyin. To reflect today’s modernity.
3.4 Considering the structure and shape of the packaging
The structure of the packaging can adopt modern structures such as portable, sister, display, modular, rotary, easy-open, analog, heterogeneous, and POP-focused.
3.5 Considering the Use of Performance Techniques
Such techniques as color or black-and-white photography using various performance techniques, high-tech computer production, and imitation of natural forms can easily reflect today’s modernity.
"Package design has its own unique form of art. It conveys product information to consumers through visual communication elements. This information reflects the basic conditions and characteristics of the product. However, for modern packaging, it is necessary to give the spirit of packaging. Reflecting the designer's thinking and the expressed design culture and design style, it is necessary to have a highly uniform appearance and connotation, while for traditional packaging, traditional art provides a broad stage for designers and many excellent packaging designs. After many years of work, the work is still remembered by people. The main reason is that designers have grasped the emotional needs of consumers."[2] In the process of analyzing traditional product packaging creativity, it is not only the designer's own artistic accomplishment. The request also requires designers to care for consumers, care about society, and care about the evolution of trends in international design trends. Only in this way can we design works with certain creativity and influence to visualize and popularize traditional arts. To the effect of assimilation, achieve strong appeal effect and promotion effect. The rational use of traditional culture is a creative channel, but it is not unique. Packaging design itself requires designers to use graphics, text, color, and layout in a comprehensive manner on the packaging screen to make it logical and display functions. , and can make people stoop to think. Therefore, no matter what form of creative or design channel is used, it must be combined with the ethnic culture and arts; it should be combined with human emotions and hearts, communicate with the market, and communicate with the consumer culture.