The influence of traditional Chinese culture as well as elements on modern wine packaging

On the ethnicity of food packaging decoration and the times

Food packaging decoration is a practical decorative art used in food sales packaging with food as the proposition, it is an important part of the food sales strategy. Successful food packaging decoration is the expression of corporate culture, establish a good image of the enterprise, one of the effective ways to promote food, excellent food packaging decoration have their own distinctive and unique style, in the design of both the integration of Chinese characteristics and take into account the modern appreciation of habits and the characteristics of the times, to attract consumers, inducing the desire to buy the efficacy of the food packaging decoration should be a harmonious unity of the nation and the times.

1, food packaging and decoration of the national and contemporary

Nationality mainly refers to a country or a nation in a long time, people in the *** with the region to use *** with the language, living *** with the economic life and the formation of a specific historical, political, economic, cultural, artistic traditions, customs and habits of the sum. Periodicity mainly refers to the contemporary political, economic, cultural on people's social relations, values, aesthetics, consumption habits and habits of life and other aspects of the imposition of the characteristics of the times.

Food packaging and decoration of the nation and the times, is mutual constraints, opposites and unity. Ethnicity is not static, it will develop with the development of the times, it is both traditional and contains modernity. Food packaging and decoration of the national traditional style, in fact, is also in various historical periods according to the "era" and the combination of traditional art forms and formed. That is, at that time, it also has the national and contemporary.

Talking about the era of food packaging and decoration, but also can not be separated from the ethnicity, because history and tradition can not be separated, it has a continuous strong inertia, through each subtle link, the impact on the influence of the subtle, food packaging and decoration if the loss of ethnicity, not only to make their own consumers to lose the sense of identity, but also in the international market will be eliminated because of the lack of characteristics, food packaging and decoration should be both vertical and traditional. Food packaging and decoration should not only have vertical inheritance of tradition, but also horizontal, inter-country, inter-ethnic exchanges.

Nationality of food packaging decoration is not a wholesale acceptance of tradition, but to abandon, innovation, food packaging is a special image of the natural outflow of a style and style; food packaging decoration of the times, not a wholesale foreignization, copying, swallowing alive, but to the modern trend of packaging design as a guide, focusing on the times of food packaging. Food packaging and decorating the formation of national and contemporary lies in learning and innovation.

2, the application of food packaging and decorative analysis of ethnicity and modernity

In the food packaging and decorative design, ethnicity emphasizes the pattern of ancient, heavy color, text atmosphere; modernity emphasizes the pattern of simple, abstract, color contrast, texture close to nature, the overall sense of a more refined.

For example, the packaging and decoration of Chengde's "Bancheng Shaojiu" has a strong ethnic color. In the middle of the outer box of the wine is the plaque of the ancient palace with the handwritten characters of "Ban Cheng Shao Pot" by Pu Jie, these four Chinese characters have distinctive national personality, with the function of conveying feelings and expressing the characteristics of the language of the nation, which gives people a feeling of understanding, and brings meaning to the shape, and passes on the spirit with the shape. It is decorated with ancient bronze nails of ancient palace doors, with golden dragons and auspicious clouds as the basic patterns, with unified style and elegant taste. The whole decorative rhythm beautiful, rigorous structure, reflecting the quality of the Chinese nation graceful, luxurious, generous, reflecting the rich oriental characteristics and the profundity of traditional Chinese culture.

Again, for example: seaweed is most young people's favorite food, it's a "fresh tribe" fully applied the elements of the sea and give a high degree of generalization and refinement, eye-catching white waves across the crown in the middle of the picture, and according to the different flavors of seaweed with different colors, (original green bottom, spicy red bottom, barbecue); food title, the name of the food, and the color is purple, the color of the bottom is green. (original green background, spicy red background, barbecue sauce purple); food name using the exaggerated technique of writing, forming a fashionable and simple style, with a strong visual sensibility and impact, to meet the young people's visual enjoyment and requirements, the design of the strong sense of the times.

In recent years, China's food packaging and decoration in the combination of ethnicity and modernity, do a lot of work, it is not difficult to find people love the success of the work, respectively, they are in the use of color, graphics, text, etc., are embodied in the unity of ethnicity and modernity. For example, the packaging decoration of Nestle Chocolate Mini Mid-Autumn Festival Promotion Packages combines ethnicity and contemporaneity more perfectly. In the center of the left half of the package is the popular transparent casement window, and in the upper left is the Chinese and English logos of Nestle with red characters on a white background; in the upper right corner is a bright yellow moon and Chang'e in the middle of the moon, and in the middle right is the Shuihong Ge Tou (running script) of Su Dongpo with white characters on a red background, and in the lower right corner is the quaint man who is enjoying the moon. This decorative design is in the traditional culture to add the appropriate elements of the times, the composition is both rigorous and lively, rich in change without destroying the unity of the whole, it is a good work of organic integration of ethnicity and the times.

Nationality and modernity are two sides of the same coin, and their integration and unity is the prerequisite for good design. Modern forms of expression of national culture is the direction of development of packaging and decorative design. However, China's food packaging decoration in the inheritance of traditional packaging and foreign packaging reference there are some misunderstandings, now see some of the misunderstandings, to be analyzed.

Because of the Chinese and Western food packaging and decorative design there is a large gap, coupled with a strong propaganda campaign for foreign food, so that some designers pursue foreignization, blind worship, the wind of domestic food packaging foreignization is getting stronger and stronger. In the color, graphics, text design, do not take into account national habits.

In the use of text, the problem of foreignization is more serious, in some food packaging and decorating to find the Chinese text is more difficult, the English alphabet has replaced the trend of Chinese characters, such as: in the Montezuma chocolate packaging and decorative design of color, shape, pattern is very good, but it is in the text of the arrangement of the cart before the horse phenomenon, English Bel - gian exceptionally conspicuous high above the top. gian exceptionally eye-catching high above, while the Chinese "Montezuma" font is small, in the inconspicuous below, which brings inconvenience to consumers who do not understand English. Again, in the coffee packaging and decorative design is more obvious, originally this foreign coffee with the progress of society and economic development, more and more people have accepted, but some domestic coffee packaging and decorating in the text of the pursuit of foreignization, Chinese characters are very small, huddled in the corners or placed on the side, so that the composition is unreasonable, affecting the image of the brand, but also affect the sales volume. However, some imported food or joint venture products, pay more attention to the localization of packaging and decoration, in the use of text in Chinese characters to identify, such as: Coca-Cola smooth flowery characters, to consumers at a glance the visual effect.

The use of beautiful women and celebrities in the pattern is too much. Such as Nestle x thunderbolt crisp, x blast crisp ice cream packaging decorative selection of a beautiful beauty figure, coupled with coffee-colored ice cream pattern and pink and white, blue and green, red and yellow colored lines make the whole pattern messy and cumbersome, the author's intention is to reflect the decorative period, but the aimless patchwork makes the effect greatly reduced, in fact, food "packaging and decorative design of the color should try to be as bright and simple as possible, set color less than the set of color, the visual effect is very clear to consumers at a glance, Simple, set color less than set color more eye-catching, more impact."

Also, some designs imitate foreign brands in terms of color, such as a domestic Coke's decorative design and international brands, as well as black and red as the main tone, without their own national characteristics and style of the times.

In the inheritance and promotion of traditional national art, more research on the form and skills, less research on tolerance, eclectic national spirit and profound national culture, mentioning the nationalization of packaging and decorating is the classical style, classical pattern, classical text, classical techniques, etc., so that the packaging and decorating is stuck in a pattern. At present, there is a retro phenomenon in the design of food packaging and decoration, only ancient and beautiful, without giving up. In the use of text, often without regard to the overall decoration, and appears to be pretentious, calligraphy layout without regard to the overall composition and appears to be floating clouds, without regard to the characteristics of the food and appears to be the text is not the right topic. Some of the food packaging text from the ancient masters in the posters topped out, because of its chapter "word", has less of the original charm and aura, more dull, in fact, traditional Chinese calligraphy on different packaging styles should have different forms of flexible expression. Some food packaging in the choice of pattern appeared Zhao Gongyuan Shuai hand over the Yuanbao contains superstitious meaning of the pattern, must be corrected. Another example is a black sesame paste packaging decoration using the Qing Dynasty emperor's dress pattern, giving people a feeling of decay, and our nation's positive, vigorous spirit does not match. Some designers in the choice of color overly focus on the festive meaning of the red color, but do not pay attention to color matching. For example, the decoration design of a frozen wonton in Tianjin is overall big red, and the designer wants to emphasize the national characteristics, but it lacks coordination and unity with the contents. "Packaging decoration and packaging is the body and appearance, content and form of the mutual unity of the whole, the two must be organic fit."

The colors, graphics, text, texture, etc. left to us by our predecessors have the epochal and national characteristics of different periods, which are inevitably superficial, hard and dull if they are rigidly and directly transposed to modern packaging and decoration. In the process of inheritance and borrowing, note that borrowing is not copying, inheritance is not retro, should be integrated into the modern consciousness, reflecting the spirit of the times, with the eyes of the modern people look at the traditional culture, the ancient for the present, in order to create a modern packaging decorations with the nationalities and the times.

Food sales packaging decoration design has entered the high-tech era, the use of digital technology and computer CAD decoration design has become fashionable, but in the design should also pay attention to the combination of ethnicity and modernity.

In addition, food sales packaging decoration using bar code technology has formed a habit, but with the "electronic label (RFID)" technology, in the near future, China's food sales packaging decoration will also be used.

3, conclusion

According to the modern society and the development of science and culture in a holistic, synergistic, food packaging and decorative design can not be isolated only from their own to study the problem, it must be placed in society and culture to determine the direction. Lack of traditional design of the times, is just a display of folk art and totems, it is difficult to induce people's *** song; lack of national design, but is a copycat, parroting the imitation, can not find the emotional *** song point. Times or nationalities are mutual constraints, interdependence, mutual unity. In different foods, different sales targets, the focus of the performance is different. This requires designers in the design, specific analysis of specific issues, the flexible use of various methods, compatible with the national and the times, the design of better food packaging and decoration.

The following two related papers are provided:

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