Influence of regional culture on modern packaging art design

Influence of regional culture on modern packaging art design

In modern packaging design, the use of color is the most striking embodiment. In regional culture, different colors represent different meanings. For example, in China, red represents happiness, warmth and peace. In China, people hang lanterns and colorful decorations on festivals, and the whole country is immersed in a red atmosphere. When we study the advanced modern packaging design abroad, we should take its essence and discard its dross. We can't completely follow the model of other countries to design the packaging of products with China characteristics. We should combine the aesthetics of our people and embody the regional culture of China in the product packaging design.

Commodity packaging embodies the image of enterprises and products. Modern packaging art design should not only protect the safe circulation of products, but also publicize products. Giving distinctive regional culture in modern packaging design can attract consumers' attention and achieve the purpose of marketing. Therefore, regional culture is widely used in modern packaging design. This paper briefly discusses the influence of regional culture on modern packaging art design.

Keywords: regional culture, modern packaging art design, influence, consumption

With the development of industrial technology, more and more products appear in front of consumers. As an important link in product circulation, packaging should not only ensure the safe transportation and sales of products, but also promote the marketing of products. The cost, environmental protection and attractiveness of product packaging determine the level of modern packaging art design. How to make rational use of regional culture to shape product image and make modern packaging an important bridge between enterprises and consumers is a problem that packaging designers should pay attention to at present.

First, regional culture and modern packaging art design

1. Concept of regional culture

Due to the influence of different natural and social environmental conditions, in the process of human development, different regions and different nationalities have their own unique languages, customs, aesthetics, culture, etc., which we call regional culture. Regional culture is the accumulation and precipitation of culture in the process of regional development. It is a combination of humanity and environment in a specific region, which plays an inheritance role in regional development.

2. The concept of modern packaging art design.

Modern packaging design aims at ensuring the safe circulation of products and promoting the marketing of products, and packages products by means of image, color, modeling, culture and materials. Modern packaging is mainly divided into industrial packaging and commercial packaging. The industrial packaging of products is mainly to ensure the safe transportation of products, while the commercial packaging of products is mainly to attract customers' consumption. As a complex professional design concept, modern packaging art design is the last and most important link in product circulation and sales. The level of modern packaging design is related to whether products can attract consumers to buy, and it is also the image of an enterprise and products.

3. The relationship between regional culture and modern packaging art design.

Culture and design are interrelated and interactive. Design is the embodiment of culture and culture is the basic means of design expression. Modern packaging design is to ensure the circulation and transportation of products, highlight the advantages of products, attract consumers to buy and achieve the purpose of product sales. With the development of social economy, more and more products appear in front of consumers, and it is difficult to stand out from the product competition and achieve the purpose of sales only by the quality of products. How to grasp consumers' purchase demand and attract consumers' attention has become the most concerned issue for all enterprises. Applying regional culture to modern packaging design, combining regional culture with modern protection technology, presents consumers with a unique product packaging style, which is different from other products of the same type, so that consumers can see at a glance that the product has the characteristics of life, humanization, personalization and regionalization. This type of packaging can attract consumers' attention, which is conducive to the circulation and sales of products and realize the profits of enterprises. Product packaging with regional cultural characteristics can not only attract consumers' desire to buy, but also convey product image and corporate culture, which is recognized by consumers, paving the way for the future development of products and enterprises and meeting consumers' material and spiritual needs.

Second, the application of regional culture in modern packaging art design

When designing product packaging, designers can accurately express the regional culture or local characteristics of products by selecting materials, advocate innovative spirit while combining traditional culture, and combine traditional regional culture with modern fashion elements to design unique product packaging that is easy to be accepted by modern consumers. China has a vast territory and a large population, and 56 ethnic groups and regions have their own unique regional culture. When designing product packaging, packaging designers should accurately express the regional cultural characteristics of products, let consumers intuitively understand the regional culture of products, meet consumers' emotional needs for packaging, be unique and representative, and avoid confusion with other similar products in the market in corporate culture information, especially for some regional specialties. Taking the packaging of Huangshantou wine as an example, the enterprise positioned it as the first wine of Chu culture, so a lot of Chu culture was incorporated into the packaging of the products. The designer designed the Huangshantou bottle body as a chime, and the color of the outer package and the bottle body was traditional China red, which perfectly combined traditional regional culture with modern protection technology.

Nowadays, Huangshantou Liquor has become the representative of Hubei liquor industry, which has an inevitable relationship with its success in packaging. In the material selection of packaging products, we should combine local customs and product characteristics, highlight regional cultural characteristics, and consider the technological process, production cost and environmental protection of materials. Among them, if we can show the regional cultural characteristics in the packaging materials at the same time, the products will be more regional. For example, Qingdao packs seafood, and the sea is printed on the package, which is related to the geographical environment of Qingdao seaside; Most of Jingdezhen's native products are packaged in porcelain style, which is related to Jingdezhen porcelain's great popularity in the country; Bamboo architecture is printed on the packaging of Yunnan crossing the bridge rice noodles, which is related to Yunnan regional architectural culture. Reasonable selection of materials should also consider the cost of materials, just as we can't use Jingdezhen porcelain to package seafood. When designing modern packaging art, we should reduce the production cost as much as possible to ensure the normal transportation and circulation of products and achieve the purpose of publicity. Controlling packaging costs can reduce the production and circulation costs of products and better serve the people.

Modern packaging design should keep up with the trend of the times and lead the consumption fashion. With the rapid development of society, consumers' aesthetics and concerns are constantly changing. Therefore, when designing product packaging, we should grasp the fashion and psychology of consumers, so as to make the products sell smoothly. In the packaging form of products, modern packaging art design should accurately express the characteristics and uses of products and highlight the essence of products. With what? Laojunmei? For example, tea leaves, if consumers take them away from the packaging? Laojunmei? Tea is mistaken for rose tea, so no matter how well the product is designed and beautifully packaged, it is a failed packaging without accurately conveying the essence of the product to consumers. In addition, in the content of modern packaging design, we should pay attention to the meaning expressed by different images of different regions and different people, and design product packaging in combination with many factors such as consumption habits and consumer demand. If Hui people don't eat pork and have taboos on pigs, then product packaging designers can't use the image of pigs when designing Muslim product packaging; For example, children like cartoon characters, so the packaging design of children's products can be expressed in the form of cartoons and illustrations.

Third, the application status of regional culture in modern packaging art design

1, the application status of regional culture in modern packaging art design in various countries

Modern packaging design combining traditional culture with modern protection technology embodies the unique regional culture of a region, a nation and a country. China's product packaging designers should better highlight China's unique culture in product packaging design, and show and carry forward the unique national characteristics of the Chinese nation. They need to learn from foreign advanced packaging design experience, take its essence, integrate into the regional culture with China characteristics, and apply it to modern packaging design. Japan's modern packaging design has always been the object of study and imitation by all countries. First of all, Japanese packaging advocates environmental protection of materials.

Japan is an island country lacking natural resources. In order to protect the only ecological resources, the state vigorously advocates environmental protection. Therefore, the packaging of Japanese products we see in the market, from air conditioners and refrigerators to towels and tea, mostly uses recyclable environmental protection materials. This kind of green packaging has become the symbol of modern packaging design in Japan. Secondly, the rigor of modern packaging design in Japan is also worth learning. Most Japanese product packaging does not have grandiose shapes, but no matter what kind of products have strict structures and rich forms of expression, although the packaging materials are simple, high quality can be achieved through design and exquisite production technology. Finally, Japan's product packaging not only well integrates the design language of modern packaging, but also endows packaging with strong regional traditional culture.

At present, product packaging in the Japanese market is mainly divided into two categories, one is packaging with international fashion language, and the other is traditional Japanese packaging with strong national characteristics. In Japanese traditional packaging design, Japanese packaging designers do not mechanically apply Japanese traditional culture to product packaging, but integrate modern fashion elements, so that consumers can appreciate Japanese regional culture from product packaging on the one hand, and let Japanese packaging design walk in the forefront of fashion on the other hand, so that product packaging design has the characteristics of the times while carrying forward Japanese traditional regional culture.

European and American design leads the fashion development, and European and American countries have their own unique regional culture and aesthetics, so the packaging design styles are also different. Does the packaging of French products reflect the French style? Romantic? With what? Elegant? Our packaging style, French romantic life and feelings are world-famous. In France, a successful packaging design must have romantic elements. For example, Guerlain in France was founded in 1828. Since 187, Guerlain, France, has brought constant surprises to the world, standing out among similar products in the world and becoming the world's top cosmetics brand, which is not only related to product quality, but also related to its packaging design. For Guerlain, every product has exquisite and beautiful packaging, and its packaging form is an important carrier to show the soul of the product, and it is the embodiment of expressing emotion, creating pleasure and highlighting individual taste.

Successful packaging design must consider the aesthetic point of view of consumers. The packaging of Guerlain in France integrates French aristocratic atmosphere and romantic lifestyle into the aesthetic feeling of design, making the packaging of products a fashionable style with French characteristics. The packaging design in Germany pays attention to the rigor of packaging, which is inseparable from the rigorous working and living attitude of the German nation.

In Germany, the packaging design of products pays more attention to practicality, and the design often expresses the characteristics of products with simple words, graphics and colors, forming a unique minimalist style of German packaging. In the design of packaging structure, Germans pay more attention to the protection of products and combine aesthetics with practicality. German modern packaging design is attractive and practical, which is worth learning from and improving the rigor of product packaging design in China. America is a capitalist country, which has developed rapidly in recent years. It advocates the concept of free and relaxed design in the multi-ethnic United States, so it pays more attention to the sense of humor and humanization in the form of expression in packaging design. American humor has been effectively spread through movies and become easy to understand. They pursue a lifestyle in which they can express themselves easily and freely. This regional cultural feature has been perfectly reflected in packaging design. For example, cartoon characters in American Disney movies are loved by people all over the world. When consumers see these images appear on the product packaging, it will bring us a pleasant experience and produce a desire to buy this product, so as to achieve the purpose of product sales.

2. The application status of regional culture in China modern packaging art design.

China has a vast territory and many nationalities, and different regions and nationalities have different regional cultures. The regional culture of a region is the display of its image. There are many examples of product packaging with strong regional cultural characteristics in China. Adding regional cultural elements into packaging can better show the characteristics of products and local cultural characteristics. Take the packaging design of Fang Shuijing Century Treasured Wine as an example. In the interior design of wine, the shape of the bottle is the image of a well, which highlights the name of Fang Shuijing. The packaging material at the bottom of the bottle is ebony unique to Sichuan, which highlights the regional and cultural characteristics of Sichuan. In the external design of wine, the external packaging model is an ancient chime image, and in the selection of external packaging materials, bronze alloy is used, so the whole external packaging image has strong traditional cultural characteristics of China. When designing product packaging, packaging designers should design packaging according to the characteristics of products and the aesthetic needs of consumers, combined with regional cultural characteristics. When we study the advanced modern packaging design abroad, we should take its essence and discard its dross. We can't completely follow the model of other countries to design the packaging of products with China characteristics. We should combine the aesthetics of our people and embody the regional culture of China in the product packaging design.

Fourth, the influence of regional culture on modern packaging art design

Regional culture is the accumulation and precipitation of humanities and environment in the development process of a specific region. The application of color, graphics, materials and culture in modern packaging design profoundly reflects the influence of regional culture on modern packaging design. In modern packaging design, the use of color is the most striking embodiment. In regional culture, different colors represent different meanings. For example, in China, red represents happiness, warmth and peace. In China, people hang lanterns and colorful decorations on festivals, and the whole country is immersed in a red atmosphere. But in European countries, red represents terror and blood, which is an unlucky color. Therefore, when designing product packaging, we should choose the packaging color according to different regional cultures and local customs and aesthetics. In modern packaging design, the use of graphics can display the product image most intuitively.

Graphic design includes corporate image design and packaging pattern design. Classic graphic design can make it easier for consumers to remember the brand of products they want to buy. For example, consumers' most intuitive impression of Haier is the graphic signs of two little boys. Adding elements of traditional folk crafts such as paper-cutting to Haier's logo graphic design can accurately show the regional culture of China.

In modern packaging design, the choice of packaging materials has become more and more important. With the development of social industry, ecological resources are increasingly scarce, and the whole world is advocating environmental protection and sustainable design concepts.

When choosing packaging materials, designers should not only consider the processing cost of materials, but also consider the safety and environmental protection of materials. Reasonable selection of packaging materials can better highlight regional characteristics. For example, the packaging materials of Yunnan specialty are mostly bamboo, and Yunnan Province is recognized as a big province of bamboo germplasm resources in China and even the world. Using local bamboo as the packaging of specialty products can not only reflect Yunnan's regional culture, but also conform to the environmental protection theme advocated by people. In modern packaging design, the integration of cultural elements can resonate with consumers.

China's traditional culture pays attention to morality, orthodoxy and stability, so China people are more reserved and calm. Western culture pays attention to freedom, romance and equality, so western design is enthusiastic and creative. Product packaging designers need to use the focus of regional culture to design product packaging with regional characteristics, thus arousing consumers' interest.

Verb (abbreviation of verb) conclusion

Regional culture can be integrated into modern packaging design through colors, graphics and materials. In China, the packaging design of products not only plays a role in protecting products, but also inherits and develops China's excellent traditional culture and aesthetic spirit in combination with the times. The packaging of China's characteristic products should also shoulder the mission of activating traditional crafts and local industries. Packaging design needs to combine traditional technology with new materials and technologies to develop packaging with China characteristics and modern aesthetics.

refer to

[1] Jason, Zhang Wei. The Influence of Regional Culture on Modern Packaging Art Design [J]. China Art Museum. 2008 (02)。

[2] Chen Huan. On the Application of Regional Culture in Ningbo Specialty Packaging Design [J]. Writer, 20 1 1(04).

[3] Cheng likes it. Exploration of traditional cultural elements in modern packaging design [J]. Art Grand View, 2008(08).

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