1 The significance of the nationalization of packaging design
The nationalization of packaging design is a necessary basis for cultural diversity and internationalization. With the globalization of the economy and the development of cultural diversification, a large number of Western design concepts and works have entered people’s horizons. The exchanges and collisions between various national cultures are also becoming more and more intense. Any designs that disregard the nationality will be lost. Competitiveness is less likely to have a place in the international arena of design art. Under the diversified structure of design and development, we cannot study the excellent and traditional design works of China while absorbing the essence of Western design. We must learn and carry forward this design. This kind of design can only be passive water, and it cannot be in China's soil. It is impossible to reflect the broad spiritual outlook of the Chinese nation.
The packaging of goods with national cultural characteristics can meet the public's diverse psychological balance needs. Today, with a high degree of industrialization, people are living in steel and cement every day. The unprecedented expansion of material desires has brought unprecedented pressure on life. People generally lack the spirit, become impetuous and helpless, prone to rebellious psychology, longing for the comfort and balance of the soul. Began to remember the rich rural life, return to nature, obsessed with the unique naive and innocence of the national culture. The packaging of goods with national cultural characteristics just meets the needs of the public in this area, which can arouse their resonance and give them a desire to purchase, and thus gain more market share.
The nationalization of packaging design reflects the modern design concept. In the age of information, people's ways of thinking, value orientation and consumption patterns have shown a trend of diversification. In addition to its basic functions, packaging also shows the soft functions of branding, product, and even corporate image, and has become a material incarnation of the brand's core assets. There are new and fundamental changes in the connotation, function, and industry needs of packaging design. Packaging design is more rational, systematic, and the concept of packaging design is becoming more mature. German packaging design is scientific, logical and rigorous, rational, Japanese packaging design is lightweight, flexible and full of human touch, Italian packaging design elegance and romantic sentiment, all from their own national culture, mining, inheritance and innovation.
The nationalization of packaging design will help establish brand personality and enhance brand value. Behind the brand value is culture, and the composition of "culture" is the content of the elements of the nation and the tangible and intangible content contained in it. They have a unique appeal and deterrent effect. Such as: sales of more than 100 years of "magic water" - Coca-Cola, expensive French Evian mineral water and Japan and South Korea diet. Although China's national brands have made great progress in recent years, many of them have imitated or copied western things, lacked cultural heritage and innovative spirit. After a strong foreign brand has entered the country, its situation is even less optimistic. To overcome these tendencies, China's packaging design must broaden the expression of packaging design, earnestly absorb the excellent culture of the nation, actively seek creative inspiration, and inspire its imagination and creativity. The Chinese nation’s art form is irreplaceable and uniquely valued through the creation, precipitation and accumulation of generations. Therefore, the acquisition and application of national culture is the source of innovation in packaging design and is one of the core elements of establishing a national brand.
2 Analysis of Problems in the Process of Nationalization of Packaging Design
Reviewing and analyzing the development history of China's packaging design, we can see that setting up its own design style and design concept and organically combining traditional cultural ideas with modern design has become the direction of design and development. However, there are many deficiencies behind this buzzing scene.
Excessive pursuit of the form of traditional cultural elements, thus ignoring the nature of design. At present, there are many packaging and design works, which are based on traditional cultural elements and are adorned with colorful and decorative techniques. They are either simple or complex and have a strong sense of form. At first glance, the works have a very visual aesthetic and visual impact. But looking further down will leave you in the dark. From the point of view of pure art, these works can be regarded as excellent works. Its visual language expression fully shows that the creator has a high aesthetic taste and artistic accomplishments. However, many people did not take advantage of this advantage. Instead, they excessively exaggerated the decorative nature of the design, neglecting the essence of design and making the work more like a pure artwork. The essence of packaging design is not only to look beautiful and beautiful, but also to introduce the characteristics of the product through visual images. Establish and stabilize its position in the market, and ultimately achieve the purpose of increasing sales.
The lack of a rigorous scientific attitude in inheriting and carrying forward the excellent traditions of the nation does not really make it a reality. The domestic design community has always been divided into academic and non-academic. This clear division is a major feature of Chinese traditional culture. The study of Chinese ancient art emphasizes teacher-subordination, and in the field of art, there is a distinction between schools. The master with the apprentice is The basic model of traditional art teaching. This form still exists in the current design field, especially in the higher education of art design. In addition, the phenomenon of inbreeding in many colleges is serious, resulting in a decline in the professional level of the teaching staff. The professional teaching ideas are not broadened. However, the teaching methods are inflexible, there are great limitations, one-sidedness, especially in the study of traditional cultural elements in the design practice, there are also the same problems, this phenomenon causes the prevalence of plagiarism imitation.
Blindly pursue nationalization and lack of modernity. Under the call of "nationality is the world", some designers are aware of the importance of promoting the cultural traditions of their own people. They have begun to apply a large number of simple and simple cultural elements and traditional elements in packaging design. A number of nationalizations have emerged. , lack of international style works. National culture has experienced a long historical period in its development and has distinctive characteristics of the times. In the design, if we simply apply the traditional form, there is no more consideration of the characteristics of commodities, the aesthetics of the times, the development trend of the design, and the results presented in the final works are certainly lacking in the spirit of the times and are difficult to meet the needs of modern people. Especially under the strong discourse of contemporary business culture, packaging designers must design works that are in harmony with the times in order to be loved by people.
3 Countermeasures for the Nationalization of Packaging Design
Since the nationalization of packaging design is the requirement of the times, it is necessary to clarify the essence of packaging nationalization. Can truly be called a national Shao Yonghong packaging design in the process of nationalization of the problems and countermeasures 75 of the packaging design should be appropriate, perfect creative intentions, reflect the characteristics of the era, including the essence of the enterprise and product characteristics, and can be caused in an instant Resonance with consumers. In order to perfectly integrate Chinese traditional elements with modern packaging design, designers should follow four principles.
3.1 Deeply understand and rationally use traditional Chinese culture
To realize the nationalization of packaging design, we must first make a profound understanding of our culture. Traditional elements are neither symbols nor props. They are a kind of culture and they cannot be applied on the surface. For example, Chinese ink painting, calligraphy, and stress are meaning, qi, and God. They are embodied as vigorous, ethereal and elegant. Each lightness and weight are reflected in profound cultural implications. This requires designers to carry out packaging design, we must first understand the product, and then look for Chinese elements that can represent the product image, and at the same time have a certain understanding of the background of these "elements" in order to use appropriate modern design techniques.
Chinese traditional art has always emphasized the expression of artistic conception and pursued to show its true feelings to the world. It is not rigidly adhered to the true form of the object. It has obvious metaphors and symbolic meanings. It must be used according to local conditions when it is used, and attention should be paid to products and markets. Adaptability, but also pay attention to the adaptation of specific ethnic customs in certain areas. China has a vast territory and different aesthetic habits. We must pay special attention to it and we cannot design it out of place. If you break away from the essence of these traditional elements and use them without thought, you will not only have the effect of supporting packaging, but the works that come out will also have no soul.
3.2 Grasping the Unity of Nationality and Times
With the development of global economic integration, the rhythm of life has been noticeably accelerated, and people’s psychology of product packaging has become stronger and more common. Constantly seeking new shapes, new forms and new compositions to satisfy and adjust spiritual needs is the development trend of modern packaging. Packaging design no longer stops at the level of merely beautifying goods through additional decoration. In addition to meeting the functional requirements of packaging, packaging also conveys product information, and serves to guide consumption and meet people's spiritual needs. Practical experience shows that packaging design plays a decisive role in the success or failure of product sales. It can send off a product, but also can establish a product's future, so that companies benefit. If we ignore the changes in the modern society and the needs of people's aesthetic interests, and simply emphasize tradition, then the designed products must not achieve good results. Although people yearn for and pursued the time and emotions of the past, the contemporary people's aesthetic tastes, living habits and thoughts and feelings have undergone great changes. Therefore, while understanding and applying traditional Chinese elements, it also requires that the United States seek newness, promote innovation, and reflect the current sense of the times. Only in this way will the Chinese flavor of packaging design have a new artistic conception. Combining packaging design with national culture, we must pay attention to grasping the organic unity of historicity and modernity, and must integrate design concepts with modern aesthetic tastes, and then assist in design through various modern performance techniques to make the era of packaging design art. The perfect integration with the historicity of national culture, so as to achieve a new visual experience.
3.3 Inheritance and Innovation of Traditional Ethnic Culture
Promoting and inheriting traditional culture is not a retro tradition, it is not an imitation of tradition, but it is the development of traditions in inheritance. It continues to innovate in heritage, and it is necessary to give traditional culture a new mood, a new form, a new look, and traditional culture and art. Grow new life. A well-known folklore once said: "The preservation, development, and advancement of national culture are related to the question of whether foreign culture can be effectively absorbed and digested. In the process of opening up, foreign things must not only come in but also Inrushing, like the tide, if one's own intrinsic things cannot be preserved and cannot develop on the basis of oneself, then culturally it may become a vassal of foreign culture. Any nation without its own culture, no matter how advanced it is in material terms, It is bound to become a captive of foreign culture in spiritual culture, and the result is undoubtedly tragic." Therefore, the nationalization of the pursuit of packaging is not simply a superficial, external form of imitation of traditional motifs, words, etc. They are stereotyped and transplanted on the visual plane of packaging. Instead, they should pursue the spirit of conciseness from the pursuit of form, transform its content into cultivation, and naturally reveal in the works, in order to fully promote the formal beauty of traditional culture and art, and the beauty of thought. , artistic conception. Only by creating a new form of packaging based on absorbing and learning from tradition can we better convey information to products and increase added value. Such as: China's "tea" is more often in the daily drink, to meet the basic physiology and courtesy needs of hospitality, but "tea" into Japan, but sublimated into a "tea ceremony", worth a hundred times, and in the internationalization of The circulation order has evolved into a symbol of Japanese culture. Therefore, in the process of the nationalization of packaging design, it is necessary to inherit and innovate the national traditional culture. Not only does the culture of the nation require a deep understanding, learning and selective inheritance, but also it does not follow the tradition. It draws on advanced foreign design concepts and international aesthetic fashion, and makes use of advanced materials and techniques to increase its form. Hua, using modern functional requirements, concepts, and techniques to express the traditional context and meaning, explore the elements that meet the modern people's mental needs, create a truly modern form of packaging, and form a dialogue and exchange with the international community. Therefore, the search for national traditional culture, modern aesthetics, and the combination of values ​​has become an important method of originality.
3.4 has an international design awareness
Internationalization is the further development of local culture and it is a common manifestation of different regional cultures. With the deepening of economic globalization, the exchange and competition of commodities in the international community has become increasingly fierce. In order to meet the needs of international communication, the design will inevitably require the search for an international common expression language. The design must take the market's needs as the entry point, and satisfy the different consumption characteristics as the design goal. This requires packaging design not only to have a local spirit in terms of connotation, but also to take into account the audience groups of different countries and nationalities in the world, consider their cultural habits, absorb their cultural essence, and diversify the forms and contents of packaging design. Increase the degree of acceptance of products to meet international exchange and competition needs. Such as Guobin wine "Wuliangye" packaging design things blending, inclusive, not only lost the elegance of the East, but without losing the Western-style simple appliances. Therefore, taking the road of nationalized packaging design, in addition to excavating the traditional meaning of traditional culture, there must be internationalized design consciousness, the pursuit of consensus expressions, and the internationalization of aesthetic functions. Make the local traditional design language a world language that spans the boundaries of nations and nations and is recognized and accepted by the international community to achieve global competition.
4 Conclusion
The nationalization of packaging design is the requirement of the times, and the necessity of history is the key to the level of China's packaging design among the world's advanced forests. This requires designers to create new forms on the basis of absorbing and learning from the process of absorbing and refining traditional cultures. They are not afraid of traditional barriers, pay more attention to the aesthetic needs of the times and international fashion, and actively use advanced technologies. By means of this, the national style packaging design will have infinite vitality and new artistic conception. Only in this way can we form dialogues and exchanges with the international community. Only in this way can we create packaging designs that have both traditional Chinese characteristics and a sense of the times. Standing on the world design stage.
The nationalization of packaging design is a necessary basis for cultural diversity and internationalization. With the globalization of the economy and the development of cultural diversification, a large number of Western design concepts and works have entered people’s horizons. The exchanges and collisions between various national cultures are also becoming more and more intense. Any designs that disregard the nationality will be lost. Competitiveness is less likely to have a place in the international arena of design art. Under the diversified structure of design and development, we cannot study the excellent and traditional design works of China while absorbing the essence of Western design. We must learn and carry forward this design. This kind of design can only be passive water, and it cannot be in China's soil. It is impossible to reflect the broad spiritual outlook of the Chinese nation.
The packaging of goods with national cultural characteristics can meet the public's diverse psychological balance needs. Today, with a high degree of industrialization, people are living in steel and cement every day. The unprecedented expansion of material desires has brought unprecedented pressure on life. People generally lack the spirit, become impetuous and helpless, prone to rebellious psychology, longing for the comfort and balance of the soul. Began to remember the rich rural life, return to nature, obsessed with the unique naive and innocence of the national culture. The packaging of goods with national cultural characteristics just meets the needs of the public in this area, which can arouse their resonance and give them a desire to purchase, and thus gain more market share.
The nationalization of packaging design reflects the modern design concept. In the age of information, people's ways of thinking, value orientation and consumption patterns have shown a trend of diversification. In addition to its basic functions, packaging also shows the soft functions of branding, product, and even corporate image, and has become a material incarnation of the brand's core assets. There are new and fundamental changes in the connotation, function, and industry needs of packaging design. Packaging design is more rational, systematic, and the concept of packaging design is becoming more mature. German packaging design is scientific, logical and rigorous, rational, Japanese packaging design is lightweight, flexible and full of human touch, Italian packaging design elegance and romantic sentiment, all from their own national culture, mining, inheritance and innovation.
The nationalization of packaging design will help establish brand personality and enhance brand value. Behind the brand value is culture, and the composition of "culture" is the content of the elements of the nation and the tangible and intangible content contained in it. They have a unique appeal and deterrent effect. Such as: sales of more than 100 years of "magic water" - Coca-Cola, expensive French Evian mineral water and Japan and South Korea diet. Although China's national brands have made great progress in recent years, many of them have imitated or copied western things, lacked cultural heritage and innovative spirit. After a strong foreign brand has entered the country, its situation is even less optimistic. To overcome these tendencies, China's packaging design must broaden the expression of packaging design, earnestly absorb the excellent culture of the nation, actively seek creative inspiration, and inspire its imagination and creativity. The Chinese nation’s art form is irreplaceable and uniquely valued through the creation, precipitation and accumulation of generations. Therefore, the acquisition and application of national culture is the source of innovation in packaging design and is one of the core elements of establishing a national brand.
2 Analysis of Problems in the Process of Nationalization of Packaging Design
Reviewing and analyzing the development history of China's packaging design, we can see that setting up its own design style and design concept and organically combining traditional cultural ideas with modern design has become the direction of design and development. However, there are many deficiencies behind this buzzing scene.
Excessive pursuit of the form of traditional cultural elements, thus ignoring the nature of design. At present, there are many packaging and design works, which are based on traditional cultural elements and are adorned with colorful and decorative techniques. They are either simple or complex and have a strong sense of form. At first glance, the works have a very visual aesthetic and visual impact. But looking further down will leave you in the dark. From the point of view of pure art, these works can be regarded as excellent works. Its visual language expression fully shows that the creator has a high aesthetic taste and artistic accomplishments. However, many people did not take advantage of this advantage. Instead, they excessively exaggerated the decorative nature of the design, neglecting the essence of design and making the work more like a pure artwork. The essence of packaging design is not only to look beautiful and beautiful, but also to introduce the characteristics of the product through visual images. Establish and stabilize its position in the market, and ultimately achieve the purpose of increasing sales.
The lack of a rigorous scientific attitude in inheriting and carrying forward the excellent traditions of the nation does not really make it a reality. The domestic design community has always been divided into academic and non-academic. This clear division is a major feature of Chinese traditional culture. The study of Chinese ancient art emphasizes teacher-subordination, and in the field of art, there is a distinction between schools. The master with the apprentice is The basic model of traditional art teaching. This form still exists in the current design field, especially in the higher education of art design. In addition, the phenomenon of inbreeding in many colleges is serious, resulting in a decline in the professional level of the teaching staff. The professional teaching ideas are not broadened. However, the teaching methods are inflexible, there are great limitations, one-sidedness, especially in the study of traditional cultural elements in the design practice, there are also the same problems, this phenomenon causes the prevalence of plagiarism imitation.
Blindly pursue nationalization and lack of modernity. Under the call of "nationality is the world", some designers are aware of the importance of promoting the cultural traditions of their own people. They have begun to apply a large number of simple and simple cultural elements and traditional elements in packaging design. A number of nationalizations have emerged. , lack of international style works. National culture has experienced a long historical period in its development and has distinctive characteristics of the times. In the design, if we simply apply the traditional form, there is no more consideration of the characteristics of commodities, the aesthetics of the times, the development trend of the design, and the results presented in the final works are certainly lacking in the spirit of the times and are difficult to meet the needs of modern people. Especially under the strong discourse of contemporary business culture, packaging designers must design works that are in harmony with the times in order to be loved by people.
3 Countermeasures for the Nationalization of Packaging Design
Since the nationalization of packaging design is the requirement of the times, it is necessary to clarify the essence of packaging nationalization. Can truly be called a national Shao Yonghong packaging design in the process of nationalization of the problems and countermeasures 75 of the packaging design should be appropriate, perfect creative intentions, reflect the characteristics of the era, including the essence of the enterprise and product characteristics, and can be caused in an instant Resonance with consumers. In order to perfectly integrate Chinese traditional elements with modern packaging design, designers should follow four principles.
3.1 Deeply understand and rationally use traditional Chinese culture
To realize the nationalization of packaging design, we must first make a profound understanding of our culture. Traditional elements are neither symbols nor props. They are a kind of culture and they cannot be applied on the surface. For example, Chinese ink painting, calligraphy, and stress are meaning, qi, and God. They are embodied as vigorous, ethereal and elegant. Each lightness and weight are reflected in profound cultural implications. This requires designers to carry out packaging design, we must first understand the product, and then look for Chinese elements that can represent the product image, and at the same time have a certain understanding of the background of these "elements" in order to use appropriate modern design techniques.
Chinese traditional art has always emphasized the expression of artistic conception and pursued to show its true feelings to the world. It is not rigidly adhered to the true form of the object. It has obvious metaphors and symbolic meanings. It must be used according to local conditions when it is used, and attention should be paid to products and markets. Adaptability, but also pay attention to the adaptation of specific ethnic customs in certain areas. China has a vast territory and different aesthetic habits. We must pay special attention to it and we cannot design it out of place. If you break away from the essence of these traditional elements and use them without thought, you will not only have the effect of supporting packaging, but the works that come out will also have no soul.
3.2 Grasping the Unity of Nationality and Times
With the development of global economic integration, the rhythm of life has been noticeably accelerated, and people’s psychology of product packaging has become stronger and more common. Constantly seeking new shapes, new forms and new compositions to satisfy and adjust spiritual needs is the development trend of modern packaging. Packaging design no longer stops at the level of merely beautifying goods through additional decoration. In addition to meeting the functional requirements of packaging, packaging also conveys product information, and serves to guide consumption and meet people's spiritual needs. Practical experience shows that packaging design plays a decisive role in the success or failure of product sales. It can send off a product, but also can establish a product's future, so that companies benefit. If we ignore the changes in the modern society and the needs of people's aesthetic interests, and simply emphasize tradition, then the designed products must not achieve good results. Although people yearn for and pursued the time and emotions of the past, the contemporary people's aesthetic tastes, living habits and thoughts and feelings have undergone great changes. Therefore, while understanding and applying traditional Chinese elements, it also requires that the United States seek newness, promote innovation, and reflect the current sense of the times. Only in this way will the Chinese flavor of packaging design have a new artistic conception. Combining packaging design with national culture, we must pay attention to grasping the organic unity of historicity and modernity, and must integrate design concepts with modern aesthetic tastes, and then assist in design through various modern performance techniques to make the era of packaging design art. The perfect integration with the historicity of national culture, so as to achieve a new visual experience.
3.3 Inheritance and Innovation of Traditional Ethnic Culture
Promoting and inheriting traditional culture is not a retro tradition, it is not an imitation of tradition, but it is the development of traditions in inheritance. It continues to innovate in heritage, and it is necessary to give traditional culture a new mood, a new form, a new look, and traditional culture and art. Grow new life. A well-known folklore once said: "The preservation, development, and advancement of national culture are related to the question of whether foreign culture can be effectively absorbed and digested. In the process of opening up, foreign things must not only come in but also Inrushing, like the tide, if one's own intrinsic things cannot be preserved and cannot develop on the basis of oneself, then culturally it may become a vassal of foreign culture. Any nation without its own culture, no matter how advanced it is in material terms, It is bound to become a captive of foreign culture in spiritual culture, and the result is undoubtedly tragic." Therefore, the nationalization of the pursuit of packaging is not simply a superficial, external form of imitation of traditional motifs, words, etc. They are stereotyped and transplanted on the visual plane of packaging. Instead, they should pursue the spirit of conciseness from the pursuit of form, transform its content into cultivation, and naturally reveal in the works, in order to fully promote the formal beauty of traditional culture and art, and the beauty of thought. , artistic conception. Only by creating a new form of packaging based on absorbing and learning from tradition can we better convey information to products and increase added value. Such as: China's "tea" is more often in the daily drink, to meet the basic physiology and courtesy needs of hospitality, but "tea" into Japan, but sublimated into a "tea ceremony", worth a hundred times, and in the internationalization of The circulation order has evolved into a symbol of Japanese culture. Therefore, in the process of the nationalization of packaging design, it is necessary to inherit and innovate the national traditional culture. Not only does the culture of the nation require a deep understanding, learning and selective inheritance, but also it does not follow the tradition. It draws on advanced foreign design concepts and international aesthetic fashion, and makes use of advanced materials and techniques to increase its form. Hua, using modern functional requirements, concepts, and techniques to express the traditional context and meaning, explore the elements that meet the modern people's mental needs, create a truly modern form of packaging, and form a dialogue and exchange with the international community. Therefore, the search for national traditional culture, modern aesthetics, and the combination of values ​​has become an important method of originality.
3.4 has an international design awareness
Internationalization is the further development of local culture and it is a common manifestation of different regional cultures. With the deepening of economic globalization, the exchange and competition of commodities in the international community has become increasingly fierce. In order to meet the needs of international communication, the design will inevitably require the search for an international common expression language. The design must take the market's needs as the entry point, and satisfy the different consumption characteristics as the design goal. This requires packaging design not only to have a local spirit in terms of connotation, but also to take into account the audience groups of different countries and nationalities in the world, consider their cultural habits, absorb their cultural essence, and diversify the forms and contents of packaging design. Increase the degree of acceptance of products to meet international exchange and competition needs. Such as Guobin wine "Wuliangye" packaging design things blending, inclusive, not only lost the elegance of the East, but without losing the Western-style simple appliances. Therefore, taking the road of nationalized packaging design, in addition to excavating the traditional meaning of traditional culture, there must be internationalized design consciousness, the pursuit of consensus expressions, and the internationalization of aesthetic functions. Make the local traditional design language a world language that spans the boundaries of nations and nations and is recognized and accepted by the international community to achieve global competition.
4 Conclusion
The nationalization of packaging design is the requirement of the times, and the necessity of history is the key to the level of China's packaging design among the world's advanced forests. This requires designers to create new forms on the basis of absorbing and learning from the process of absorbing and refining traditional cultures. They are not afraid of traditional barriers, pay more attention to the aesthetic needs of the times and international fashion, and actively use advanced technologies. By means of this, the national style packaging design will have infinite vitality and new artistic conception. Only in this way can we form dialogues and exchanges with the international community. Only in this way can we create packaging designs that have both traditional Chinese characteristics and a sense of the times. Standing on the world design stage.
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