Comparison of Chinese and Foreign Traditional Packaging Design

In the history of packaging design, packaging design ideas and styles in different periods have formed their own characteristics under the influence and nourishment of national art traditions. Mainly reflected in the guiding role of traditional cultural concepts and ways of thinking in packaging design. China culture emphasizes the harmony of Yin and Yang and the unity of man and nature. And real creatures are also not followed; Unity of truth, goodness and beauty; Unity of emotion and reason; These cultural phenomena and aesthetic texts, which have been inherited from humanistic philosophy, have always dominated people's thinking forms. China's traditional culture has long resisted and established the value of things from the harmony and unity between individuals and society, and between man and nature, thus giving priority to aesthetics and creation with profound philosophical harmony and moral spirit, all of which are expressed in the unified packaging design form in a visual and emotional way. The essence of this cultural thought permeates and runs through the whole process of the historical development of China's packaging design. Refers to the raw materials used in packaging design. Different times, cultural backgrounds and different regions have different choices and uses of packaging materials. China's packaging products mostly use natural materials, and the packaging of bamboo, wood and paper is more intimate than that of metal and plastic, such as palm seed and cucurbit tea, which has a lot of reasonable functional factors. The sentimental flavor, local flavor and natural flavor in traditional packaging culture provide the richest source for our design.

Five, European and American packaging design concept

Modern packaging design is the necessity of the development of modern industrial society, the ideology of modern commercial society and the ecology of modern society. The formation and development of packaging in Europe and America are formed by the high development of commodity economy and the great improvement of material life caused by the industrial revolution in Europe and America, as well as the universal concept of large flow required for expansion to the world. European and American packaging and its concept have become a "form of content accumulation" by virtue of their own economic form, lifestyle and consumption pattern, which constitutes the inherent pattern and characteristics of European and American packaging, the pattern of the same strain and its recognized rationality and aesthetic value. Hegel said that "beauty is the perceptual expression of ideas". The form of European and American packaging is to express the concept of European and American packaging.

European and American packaging has always given people a pragmatic impression. Protective packaging, storage packaging, display packaging, classified packaging ... In the final analysis, packaging is for sale, the purpose of goods is for sale, and packaging is of course a wedding dress for them. From the early packaging, from the packaging design published in old magazines 70 years ago to the present packaging design, there are designs that truthfully express the connotation, directly convey the inherent quality of goods, fully convey what you want to say in visual form, actually tell you, and even confess the words. For example, Coca-Cola only makes the names of products clear, and many products use eye-catching letters to convey information. Of course, these are all carefully designed. The transmission level of packaging information is very clear and reasonable, such as product name, brand, additional nouns, volume, enterprise name, etc. The first information rational feeding, everything has a generous and decent image. The correct transmission of information should be the basic concept of packaging in Europe and America. Strict standardization is the other side of European and American packaging. Because of the early development of industry and commerce, it is found that various rules of the game are needed in the long-term development process, so both advertising and packaging have thoughtful legislative norms. Many packages have fully detailed instructions and verification data, and no false words are allowed. Packaging is a visual communication design. No matter how European and American packaging develops, it is always obviously different from oriental packaging and different from temperament. National temperament is something in the foundation, and it will always be expressed in a certain form. The key is to dig out the essence of optimality in national temperament.

Procedure is the freedom of law. It should be said that there are many programs from art to life in eastern countries, while western countries are less bound by traditional frameworks and less programs. However, it cannot be said that there is no program, and no matter what historical accumulation, there will be a program. European and American packaging has its continuous mode and procedure, but due to the development of high-tech processing of western national temperament, they are more likely to give up the procedure. Generally speaking, European and American packaging has a generous, rigorous, grand and masculine style. The visual scale is larger than that of oriental packaging, and the layout has a generous feeling. It is a design cut from the front, paying attention to the big picture, less cleverness, less sensibility and more rationality. However, if we carefully observe the flags of western countries, we will find the typical style of a country. There are many packaging as complicated as the American Stars and Stripes, and there are also many packaging designs as neat and almost rigid as the German tricolor flags.