How to package the history and culture of products

What is the development history of packaging printing? Printing in China has a long history and is widely spread.

It is an important part of China culture; It germinated with the birth of China culture and evolved with the development of China culture. In terms of origin, it has experienced four historical periods: origin, ancient times, modern times and contemporary times, with a development course of more than 5,000 years.

In the early days, in order to record events and spread experience and knowledge, people created early written symbols and sought the media to record these words. Limited by the means of production at that time, people can only use natural objects to record words and symbols.

For example, Chinese characters are carved on natural materials, such as rock walls, leaves, animal bones, stones and bark. Because written materials are very expensive, only important events can be recorded briefly.

Most people's experience can only be spread orally, which seriously affects the development of social culture. The invention of printing and painting has greatly changed this situation, and the accumulated experience of people can be written into words, which can be copied and disseminated in large quantities. This is a great change in the social and cultural outlook, thus giving more people the opportunity to learn.

Historical packaging design is a design art science integrating practical technology, marketing and aesthetics. It not only makes products put on a safe and beautiful coat, but also becomes a powerful marketing tool today.

The concept of packaging design

Literally, the word "Bao" is a parallel structure, in which "Bao" means package, "Bao" means decoration, and it means package and decorative items. From the design point of view, "bag" is to wrap things with certain materials, and its fundamental purpose is to make things not easy to be damaged and easy to transport, which belongs to the category of practical science and is the concept of matter; "Decoration" refers to the decoration and embellishment of things. This refers to beautifying and decorating the packaged things in different ways to make the packaging look more beautiful in appearance. This is an aesthetic category and a cultural concept. Simply speaking, "packaging" is to combine these two concepts reasonably and effectively.

Functionality is always the first in packaging design. No matter what shape it is designed into, it should be given the principle of simplicity, conform to the ergonomic structure, and form a safe and convenient packaging for the product.

Sometimes designers will blindly pursue novel materials and novel shapes, thus forgetting the basic requirements of packaging, which is safe, reliable, convenient and fast. This is a big taboo in design. This is especially important in the packaging of chemical, medical machinery, electronic technology and other products.

Connotation of packaging design

After meeting the basic requirements of products, packaging design should pay more attention to the connotation of design. If the concept of packaging design is a human body without clothing art wrapping and decoration, and the expression form of packaging design is people's clothing, then the connotation of packaging design is this person's spiritual and cultural thought. A person's clothing can reflect his thoughts and cultivation, and packaging design can also reflect the different connotations of products, brands and enterprises.

Historical packaging design is a design art science integrating practical technology, marketing and aesthetics.

It not only makes products put on a safe and beautiful coat, but also becomes a powerful marketing tool today. Literally, the concept of packaging design means that the word "package" is a juxtaposed structure, in which "package" means package and "package" means decoration, which is the package and decoration of articles.

From the design point of view, "bag" is to wrap things with certain materials, and its fundamental purpose is to make things not easy to be damaged and easy to transport, which belongs to the category of practical science and is the concept of matter; "Decoration" refers to the decoration and embellishment of things. This refers to beautifying and decorating the packaged things in different ways to make the packaging look more beautiful in appearance. This is an aesthetic category and a cultural concept.

Simply speaking, "packaging" is to combine these two concepts reasonably and effectively. Functionality is always the first in packaging design. No matter what shape it is designed into, it should be given the principle of simplicity, conform to the ergonomic structure, and form a safe and convenient packaging for the product.

Sometimes designers will blindly pursue novel materials and novel shapes, thus forgetting the basic requirements of packaging, which is safe, reliable, convenient and fast. This is a big taboo in design. This is especially important in the packaging of chemical, medical machinery, electronic technology and other products.

After the connotation of packaging design meets the basic requirements of products, we should pay more attention to the connotation part of design. If the concept of packaging design is a human body without clothing art wrapping and decoration, and the expression form of packaging design is people's clothing, then the connotation of packaging design is this person's spiritual and cultural thought.

A person's clothing can reflect his thoughts and cultivation, and packaging design can also reflect the different connotations of products, brands and enterprises.

How to introduce traditional culture into product packaging design and the combination of packaging design and traditional culture

At present, while the cultural exchange between China and the world has been strengthened, a large number of western design concepts and works have entered our field of vision and been loved by us. Some designers are blown down by this powerful "west wind", blindly advocating western design schools and blindly imitating and learning western design. Some designers are not skilled enough. In the words of ordinary people, it is: foreign, not local. China designers should learn from each other's strong points, absorb the essence of western design, dig deep into China's culture and art, and spread Chinese packaging design to the world. Modernity and tradition are not separated, but infiltrated and integrated, and inheritance and transcendence are the natural way. Today's social economy presents an obvious feature, that is, commodities are rapidly being eliminated while circulating at an extremely fast speed. At this time, if the product wants to occupy a place in such a fierce competitive market, it must not only rely on the Excellence of the product itself, but also have excellent packaging design. We can take traditional folk art as the design inspiration of commodity packaging, combine it with modern science and technology, combine traditional aesthetic feeling with modern advanced technology, embody the characteristics of commodities in a personalized and innovative way, and promote the circulation of commodities while enhancing the value of traditional culture.

In recent years, auspicious patterns, which are deeply loved by consumers, have been widely used in packaging design. Dragon pattern has always been famous for its unique artistic style and high-spirited appeal, and has become a symbol and symbol of national tradition. In particular, designing dragon patterns as decoration and theme patterns in packaging can play a great role in shaping the artistic image of this commodity, forming a certain artistic conception and expressing a certain theme. Among them, the application of dragon pattern in liquor packaging and decoration is particularly prominent. For example, the packaging design of Bancheng Shaoguo wine well expresses the product concept, brings people a good desire to pursue upward and auspicious, and has strong artistic charm. It is also very strong and bold in color processing, which is rare in packaging in other countries. Red, yellow, gold, silver, black, white and other colors are difficult to reconcile to produce strong visual effects and strengthen the expression of China's traditional style.

At the same time, in order to design creative, practical and influential works, designers should understand that the channel of packaging design is not unique, and designers should use graphics and words logically and emotionally to arrange on the packaging appearance, which can clearly express and arouse the emotional resonance of consumers. Therefore, a good creative product design channel should not only be combined with the market value of the product itself and the emotions of consumers, but also with the traditional culture and art of the nation.

How to embody corporate culture in packaging design is the material wealth and spiritual wealth accumulated in the process of human historical practice, and it is also an unforgettable memory. What we need to do is the perfect integration of product packaging design and corporate culture. So how should corporate culture be embodied in packaging design? Bump planning has 13 years graphic design experience.

The following is a discussion on how the corporate culture is embodied in the packaging design by Bump Planning according to its own 13 industry experience.

First of all, graphics are an important part of packaging design, the main carrier of information on packaging, which has an intuitive impact on consumers and is an important way to arouse consumers' interest in goods. Wine has always been the favorite of ancient literati in China, and some people say it has an indissoluble bond with wine. From their poems, we can see that most of them like drinking very much. If we want to create a cultural atmosphere of wine, Chinese paintings related to these literati are a very good choice. In modern wine packaging design, there are many traditional Chinese paintings as the main graphics, because it is a design that is very easy to arouse the voice of consumers and can also reflect the rich cultural characteristics of wine packaging.

Secondly, words are an indispensable part of conveying commodity information. Good packaging attaches great importance to the design of words. Excellent text design can not only convey the attributes of goods, but also attract consumers' attention with unique visual effects. Wine culture and Chinese characters are symbols of China's national wisdom, while calligraphy art can better represent the characteristics of China culture. It is a very good choice to use calligraphy font as the visual element of wine product packaging design, and the elegant, changeable and vigorous calligraphy symbol of China can represent the characteristics of wine. No matter which font or processing method is adopted, it can not be separated from the content of goods and the needs of consumers. Give full play to the role of various fonts to meet the needs of consumers to identify and choose goods.

On the cultural characteristics of packaging design: packaging design is an important part of human cultural activities, which embodies the positive and creative behavior of human thinking. In the practical process of the development of contemporary packaging design in China, especially under the influence of multicultural context in the information age on packaging design in China, it is particularly important to grasp and adhere to the cultural essence of packaging design, excavate and sort out the excellent and rich cultural connotation in China packaging design, and organically combine the essence of traditional cultural thinking with the elements of contemporary design.

Packaging design has a stable basic cultural pattern, and constantly injects fresh new content into social culture, and constantly produces a new look that keeps pace with the times. In other words, it has the obvious characteristics of keeping pace with the times. First, human needs for material life. That is, human beings should constantly improve their living environment and quality of life. For example, in the process of production and life, transportation, marketing, preservation and storage must be guaranteed by packaging design. This demand urges people to invent and promote the progress of technology and art, and the result will inevitably produce new packaging design results. Second, human beings need spiritual culture. As a cultural medium, packaging design carries the national cultural spirit of a country through the image of packaging design, such as social ideology, aesthetic tendency, morality and ethics, folk customs and so on. Since entering the commodity society, people have sought a popular and vivid way of communication and exchange for their own labor achievements. As far as its packaging significance is concerned, it has become an important medium for transporting goods, ensuring the quality of goods and transmitting information. Packaging itself is the achievement of human material civilization and spiritual civilization, and mankind has created a new mode of thinking by using this achievement.

As a human culture, packaging design has become an important medium to ensure the quality of goods and transmit information. It is an enterprise behavior that integrates art and natural science and technology, connects production and consumption, and promotes commodity circulation. The packaging industry includes not only the design and manufacture of packaging equipment, but also the production and supply of packaging materials, the design and manufacture of packaging containers, packaging methods and packaging technological processes, as well as the recovery, treatment and recycling of packaging waste. Therefore, it combines the design of materials, modeling, decoration and other factors of commodity packaging, pays attention to people, things and environment in the process of use, and shows humanities, society and natural science. It is a multi-functional comprehensive form combining technology and art. The main function of traditional packaging design is to protect commodities, followed by beautifying commodities and conveying information. It is worth noting that the latter two functions are becoming more and more important in terms of modern consumption, which also reflects the diversity of packaging design cultural structure.

Dongguan Hong Xin Stationery Factory is a professional manufacturer of all kinds of leather products. Our factory integrates design, production, sales and processing! Pursuit of Excellence, professional designer;

In large-scale production workshops, we strictly control the quality. Our products are fine in workmanship and timely in delivery. We look forward to your sincere cooperation!

Our main products are:

Packaging products: leather bags (jewelry boxes, cosmetic boxes, wine boxes, watch boxes, etc. ), luggage, folders, handbags and other business gifts packaging.

Stationery products: imitation leather notebooks, notebooks, manager clips, instruction manuals, elevators, pencil cases, envelopes, etc.

Leather handicrafts: artificial leather jewelry boxes, photo albums, photo frames, wine racks, CD clips, storage boxes, etc.

Our main markets are Britain, America, France, Germany, Japan, Pakistan, Thailand and other products.

The History and Future of Packaging Design 1 Green Design (Ecological Design) Green packaging refers to "designing commodity packaging from the perspective of environmental protection".

In China's future commodity packaging design, green design should be the basis of design. 2 High-tech design It is predicted that the high-tech design of commodity packaging design in the information age will be embodied in: computer-aided design, computer-aided manufacturing, intelligent mechanized methods (advanced artificial intelligence), information design, virtual design, robot design, high-tech materials, advanced manufacturing technology, integrated design, plateless printing, binding and packaging technology.

3 Intangible Design 2 1 The general trend of design development in the century is immaterial, which is the characteristic of the information society and provides intangible products and services. With the continuous improvement of China's overall informatization level, the technology-centered society has gradually changed into a society centered on intelligence and information. This society is called the intangible society, also known as the "art society", which pays more attention to the spiritual and artistic expression of design products.

The post-modern design that has emerged has some characteristics of immaterial design. Symbol design will pay more attention to the internationalization and internationalization of symbols in the future commodity packaging.

The coexistence of traditional culture and modern style is the theme of future commodity packaging design, and any commodity packaging pays attention to style. National style, international style, commodity and culture, inheritance and innovation, and appealing to both refined and popular tastes will become the styles of commodity packaging design in the future, and tradition and modernity will coexist.

The characteristics of products must be consistent with the style of commodity packaging. 6 Functional scientificity The functional scientificity of commodity packaging includes physical function, physiological function and psychological function.

The scientific and physical function of commodity packaging is mainly to protect commodities. 7 humanized design humanized design includes two aspects: physiology (material) and psychology (spirit). The humanized design of commodity packaging in the future will pay more attention to spiritual needs.

From neglecting packaging to over-packaging, China's commodity packaging has gone through such a process. The humanized design of commodity packaging should not only meet the psychological needs, but also meet the psychological needs of people of different cultures, nationalities, regions, genders and ages.

In the future, commodity packaging will pay more attention to the individualization of packaging. Personalization of packaging should be honest and true, not false and deceptive.

It is the pursuit of individuality, not the pursuit of high-end. The richer the material, the higher the requirements for immateriality and the higher the living standard, so we can't tolerate monotonous and personalized commodity packaging design.

In the future, the packaging of goods will be frivolous, which will not pollute the environment or cause mental pollution. The history of packaging design There is no doubt that packaging in the manual era is to protect products and facilitate storage and carrying.

. Bronzes and painted pottery can be said to be the earliest packaging forms.

The early packaging was characterized by the use of various natural materials, which was caused by the development of productive forces at that time. It used local materials, but inadvertently protected the ecological environment of nature. Because many parts of natural materials can be reused.

In modern ethnic minorities, people use a lot of bamboo, wood, all kinds of grass, plant leaves and packaged goods. In the handicraft era, many simple packaging styles of stored goods have been created at home and abroad, such as traditional wine packaging and red labels in China, which are matched with various jars to form a specific wine packaging color tradition in China.

By the early stage of the industrial revolution, many packages had reached a fairly high level, but illustrations and text arrangement were not really separated. The packaging design in the Art Nouveau era, the appearance of various printing presses at the end of 19 and the beginning of the 20th century, and the invention and perfection of printing technology have made great progress in packaging design and production.

At the same time, new artistic schools and styles in Europe are constantly emerging, which not only affects the design of architecture, painting and various handicrafts, but also promotes the development direction of packaging design. The most typical styles are Art Nouveau and Art Deco.

The characteristic is that the design emphasizes decoration and symbolism. The application of various decorative patterns has added many elegant and beautiful texture effects to the packaging industry, greatly enriching the expressive force of the design.

Many packages adopted the fashion illustration method which was very popular at that time, which was concise and highly decorative. For example, the "GITANES" cigarette designed by 1930 adopted ink-jet printing technology, which is the representative work of packaging design in this period.

Before liberation, the cigarette packaging on Shanghai Yuepai was very decorative and symbolic. Such as "camel brand cigarettes" and "blue arrow chewing gum".

Under the condition of planned economy in China, the promotion of packaging market is not well understood and the design concept is quite backward. Just regard packaging design as a kind of "decoration", use a lot of decorative patterns in the design, simply pursue decorative effect, and draw beautifully, but you can't see anything in the packaging, so designing packaging becomes painting packaging.

Function determines form-Modernism design thought Modernism design thought has great influence and dominated the development history of world design for a period of time. Emphasize the functionality of design, advocate "function determines form", and design must first solve the problem of function.

Every visual element on the package should have its own function and function, and the information above is simplified to the most basic element-brand. Product name and product image, at the same time, trying to remove all kinds of factors that hinder visual communication or useless, so that the function and expression form are highly unified.

In terms of visual expression language, the use of decorative patterns is opposed. Think that decoration is useless visual pollution.

Modernism mainly uses geometry and photography as its main expression language. By simplifying the packaging picture, it has created many very simple packaging styles with strong visual power, such as Marlboro cigarettes. Modernism has a great influence on modern design, not only in design style, but also in the theoretical concepts of packaging and graphic design.

Modernism urges people to think and analyze how to give full play to its functions under the realistic market conditions, and the information configuration on packaging is scientific and regular. Information should be different in image size and intensity according to its importance.

They should form a certain visual process to guide the audience to understand, for example, for a box package, the six sides of the package have different functions in visual communication. The main facade, that is, the face facing the audience, should carry some important information. "Product image, product brand" can be used in other facades.

Undoubtedly, how to attract customers' attention to product packaging design will help our products stand out from many competing products with their outstanding visual recognition ability, and make consumers pay attention, pause, observe, appreciate and produce purchase behavior, which is also the most ideal packaging design pursued by every merchant.

So all kinds of design schemes put forward by designers are always rejected by front-line marketers, but it is difficult for these front-line marketers to put forward a clear concept of the most attractive commodity packaging or provide a more creative outline, but they always bring back one or two packages that they think are provocative in sales. Gaudy product packaging is always confusing, and it is not clear what the manufacturer is selling. How do they design packaging that can impress customers? The function of product packaging design Before discussing the topic of FMCG packaging, it is necessary for us to think about the function of packaging. Only by understanding the real function of packaging for products and taking these needs into account in specific design can we design packaging that conquers FMCG.

First of all, packaging gives the product a certain shape. In many cases, products without form are difficult to display or display, such as drinks, cigarettes and other products. Without packaging, the display cost is high and the expected effect cannot be achieved. Secondly, packaging has a certain protective effect on product quality.

For example, the packaging of "qiaqia" sweet melon seeds has an airtight peritoneum, so as to retain the unique sales proposition of "qiaqia" and "Baizhu Kouxiang", otherwise, the "fragrance" has changed, so why should consumers love you? Third, packaging can distinguish products from competitors. Take potato chips as an example, because Pinke's potato chips are packed in paper barrels, it is easy to distinguish them from other plastic bags, and consumers can easily identify them. In addition, packaging should have the function of consumer explanation.

The special selling points of many products determine that their consumption patterns are different. At this time, packaging design must have enough information to let consumers know its particularity, otherwise it will lead to poor communication of product information; Finally, packaging makes the product easy to carry. Taking beverages as an example, from bulk to glassware to PTT bottles today, it is more important to consider the "liquidity" of consumption.

In addition, the capacity difference between bottled drinks and paper-packed drinks is mainly due to the mobility of consumers. Common disadvantages of packaging design of FMCG products In the dazzling array of packaging, customers always choose only their favorite products. In addition to the popularity and satisfaction of the product itself, the right to speak in packaging design is also affecting consumers' purchase decisions.

With the above main functions of packaging, packaging can sit back and relax? In fact, some drawbacks in packaging design often make customers who originally picked up products from shelves put down their hands and choose other similar products instead. At this time, we will know where the disadvantages of packaging are. Packaging does not highlight the sales proposition of products: products can satisfy consumers' demands and sense of ownership through packaging design, and when a product's packaging design lacks themes, it is easy to lose to competing products with themes, which means that the sales proposition of products is suppressed. When consumers choose bagged candy, will they choose brands with festive words and red patterns or brands with only words at the same price? The result is self-evident.

Packaging design and product connotation are diametrically opposed: some enterprises' packaging design is undertaken by printing houses, and the design ability of printing houses is often uneven, and the design of some small printing houses usually surprises people. If the packaging of edible plum is clearly designed, but the flowers and plants are printed on the packaging bag, consumers will feel puzzled at this time, and usually give up buying because they question the product level after careful observation.

Packaging design is flashy: in order to achieve the purpose of differentiation, some products are often used to taking "shortcuts", that is, differences are formed not through the products themselves, but through the "luxury route" of packaging, which is often not worth the candle. For example, a brand of eggs are packaged like luxury goods. Some consumers joked that if they bought this thing, they would be reluctant to eat it and throw it away. As a result, they didn't buy it at all.

It can be seen that the excessive luxury of packaging, if lacking the support of high-quality products, will often be regarded as a gimmick, which will eventually lead to flashy results. Packaging does not conform to behavior habits: the target consumers of a domestic brand of functional drinks are people who have a lot of exercise, but the packaging is glass bottles.

Here's a problem. Glass itself is fragile, and it has the habit of protecting its own body. The functional sports drinks in glass bottles are obviously hard to admire. Moreover, some outdoor leisure foods often ignore a problem in packaging design, that is, the packaging is too heavy, many products lose more market opportunities because of their heavy weight or inconvenient carrying, or the packaging is easily deformed, which are the results of ignoring behavior habits.

Packaging is incompatible with the trend: although packaging is an enterprise behavior today, there is a trend phenomenon, such as the quiet popularity of environmental protection packaging, which cannot be taken lightly. Environmental protection packaging directly reflects the degree of concern of enterprises to consumers, and such enterprises are easily recognized by consumers.

For example, Amway products directly sold are basically packaged in environmentally-friendly recycling, which can not only protect the ecological environment, but also protect the nature of the products to the greatest extent. When the packaging design circumvents the defects and covers its general functions, our packaging has never been unfavorable? The answer is no, what we need is packaging that can impress consumers. How can we get the design inspiration for designing such a package? Successful product packaging design is inspired by the fact that a good packaging design should be spiritual and self-evident; Good packaging comes from life, which may be a trace of life details.

The spirituality of packaging means that packaging can make the connotation of the product stand out and best reflect the characteristics of the product itself to impress consumers. There is a kind of fruit juice package called "Wild Fruit Life" on the market, which is very attractive, but the name of this fruit juice attracted people at first. When you hold the juice in your hand, you will be moved by a pattern, which is the scene of two little people hitting wild fruits with bamboo poles. One of them is swinging a pole to play wild fruit, and a girl is using it.