The Cultural Form of Modern Packaging Design (I)

The famous cultural anthropologist Malinowski said: "In human social life, the needs of all living creatures have been transformed into cultural needs." Modern packaging design is a culture-based, life-based, Modern-oriented design disciplines. Therefore, both in theory and in practice, we should treat packaging design as a form of culture.

Packaging Design Culture Structure Level

Culture is the sum of material wealth and spiritual wealth created in the course of human history practice. So can the packaging design culture include all people’s behaviors and the things created by satisfying these behavioral patterns, and the psychology based on these aspects? Concept? In general, these complex components of many design cultural elements can be divided into three levels.

First, the physical layer of packaging design, which is the surface layer of design culture, mainly refers to the material carrier that contains the elements of design culture. It has the characteristics of materiality, foundation, and degeneration. Such as various packaging design departments and packaging design products, places for exchange of goods and consumers in the use of packaging products, such as consumer behavior.

Second, the packaging design organization system layer, which is the middle layer of design culture, is also the materialization of design culture inner layer. It has stronger characteristics of the times and continuity. It mainly includes the coordination of the relationship among the various elements of the design system, the standardization of design behavior and the judgment and correction of the organizational system of design. Countries with relatively advanced packaging design culture in the world have their own relatively complete organizational systems. In countries where packaging design culture is relatively backward, the organizational systems are largely incomplete. They are scattered in other organizational systems such as policies, economics, culture, and law, and do not have sound independent systems and status. If there is no such level, the design individual will be in disorder.

Third, the conceptual layer of packaging design. It is a state of cultural psychology. It is at the core and dominant position. It is the basis and basis for all activities of the design system elements. The impact of the development of science and technology, productivity enhancement, and cultural advancement on the culture of packaging design is mainly manifested in the aspects of production and life concepts, values, thinking concepts, aesthetic concepts, moral and ethical concepts, and national psychological concepts. . It is the most stable part of designing the cultural structure and the soul of design culture. It exists in people's hearts. If there are developments and changes, it will eventually be expressed directly or indirectly at the organizational system level, and thus stipulate its own development and laws, absorb, develop or repel the elements of heterogeneous culture, and design culture. development trend.

The three aspects of the packaging design culture structure are related to each other and form a system that constitutes an organic whole of the packaging design culture. The material layer of packaging design culture is the most active factor. It is active and easy to communicate. At the same time, the development of packaging design culture is always reflected in itself. Such as China’s reform and opening up, learning advanced science, culture and technology from abroad, the infiltration of decorations is playing a leading role in this cultural shock. In the market, product packaging is updated and emerged in an endless stream. The organizational system is the most authoritative factor. It stipulates that the overall nature of the packaging design culture is an important link for maintaining the inter-group relationship of design, and it is also a guarantee for the scientific and effective implementation of packaging design. This level consists of a set of intrinsic criteria systems, which are the criteria for packaging designers to perform design activities. In addition, the inner layer of psychological awareness is correspondingly more conservative and stable, which is the core of design culture. Different design concepts will bring different behavioral styles and social outcomes, recognizing new requirements imposed on us by the new environment, and mastering new ideas, concepts, and new methods that meet such new requirements. This is the new design concept. height. The three parties are interdependent, integrated with each other, and infiltrated with each other, and are reflected in each specific packaging design activity and design work.

Nationality and Times of Packaging Design Culture

Packaging cultural elements spread in time and space. In a certain space existed, that is, the certainty associated with the same social person, the nationality of the packaging design culture was born; because the culture existed for a certain period of time, that is, the certain bounds of social historical changes, the era of packaging design culture was born. Sex. Nationality and modernity constitute the social attributes and essential attributes of packaging design culture.

The nationality of packaging design culture involves the occurrence of culture. Just because the culture of the world does not come from the same source, there is of course a national problem. The nationality of packaging design culture is mainly reflected in the conceptual level of the packaging design culture structure, which reflects the psychological commonness of the entire nation. Different nationalities and different environments create different cultural concepts and are directly and indirectly expressed in their own design activities and products. Such as the German design of science, logic and rigorous, rational style, Japan's novel, dexterous, thin and exquisite and full of human features, as well as Italian design elegance and romantic sentiment, these are all born in their different ethnic cultures In the atmosphere of ideas. The smoothness, completeness, symbolism, and completeness and symmetry of Chinese packaging design are also the reflection of the introverted psychological characteristics and relatively conservative social consciousness of the Chinese people.

Because the design organization system is born out of the concept of design consciousness, it is the materialization of design consciousness, and is derived from the national design consciousness. Therefore, the activities and practical results under the guidance of the people's design concept have put on different national colors. National brand imprint.

Of course, the nationality of packaging design culture is not only a side of stability and conservation. It is in the unity of opposites with the times, with the development of social life and social concepts, and it is constantly updated in the unity of its own opposites. , to develop its own characteristics. Therefore, we must not be embarrassed by the self-centered consciousness and embark on the path of national standardization; otherwise, we will surely stop at our own projectile land. (to be continued)