The Cultural View of Modern Packaging Design

The famous cultural anthropologist Malinowski said: "In human social life, the needs of all living organisms have been transformed into cultural needs." Modern packaging design is based on culture and life-based. Modern-oriented design disciplines. Therefore, both in theory and in practice, we should treat packaging design as a form of culture.
In the modern society, the study of design theory is not only a thorough analysis of a subject, but should be a cross-sectional view of multiple disciplines. The packaging design activity as a cultural phenomenon to observe, it is not only a simple material function of the satisfaction and spiritual needs can be covered in one word, which is the connotation of modern designers must be explored.
Culture is the sum of material wealth and spiritual wealth created in the course of human history practice. So can the packaging design culture include all people’s behaviors and the things created by satisfying these behavioral patterns, and they are formed based on these aspects. Psychological concept. In general, there are many composite elements of design and cultural elements that can be divided into three levels. First, the physical layer of packaging design, which is the surface layer of design culture, mainly refers to the material carrier that contains the elements of design culture. It has the features of materiality, basicity and variability. Such as various packaging design departments and packaging design products, exchange of goods places and consumers in the use of packaging products, such as consumer behavior. Second, the packaging design organization system layer, which is the middle layer of design culture, is also the materialization of design culture inner layer. It has strong characteristics of the times and continuity. It mainly includes the coordination of the relationship among the various elements of the design system, the standardization of design behavior and the judgment and correction of the organizational system of design. Countries with relatively advanced packaging design culture in the world have their own relatively complete organizational systems. In countries where packaging design culture is relatively backward, the organizational systems are largely incomplete. They are scattered in other organizational systems such as policies, economics, culture, and law, and do not have sound and independent systems and status. If there is no such level, the individual who designs will naturally fall from vertical, and the nine bodies will rise to disorder. Third, the conceptual layer of packaging design. It is a state of cultural psychology, so it can also be considered as a misunderstanding of the design culture. It is at the core and dominant position and is the basis and basis for all activities of the design system elements. The impact of the development of science and technology, productivity enhancement, and cultural advancement on the packaging design culture is mainly manifested in the aspects of production and life concepts, values, thinking concepts, aesthetic concepts, moral and ethical concepts, and national psychological concepts. . It is the most stable part of the design culture structure and the soul of the design culture. It exists in the human heart. If there is development and change, it will eventually be directly or indirectly expressed in the organizational system, and thus stipulate its own development. And laws, absorption, distribution or exclusion of heterogeneous cultural elements, the development of cultural design trends.
The three aspects of the packaging design culture structure are related to each other and form a system that constitutes an organic whole of the packaging design culture. The material layer of packaging design culture is the most active factor. It is active and frequent, and exchanges are convenient. At the same time, the development of the packaging design culture is always reflected in its own form. Such as China’s reform and opening up, learning advanced science, culture and technology from abroad, the infiltration of accessories is playing a leading role in this cultural shock. In the market, product packaging is updated and emerged in an endless stream. The organizational system is the most authoritative factor. It stipulates that the overall nature of the packaging design culture is an important link for maintaining the inter-group relationship of design, and it is also a guarantee for the scientific and effective implementation of packaging design. This level consists of a set of intrinsic criteria systems, which is the yardstick for packaging designers to engage in design activities. In addition, the inner layer of psychological awareness is correspondingly more conservative and stable, which is the core of design culture. Different design concepts will bring different behavioral patterns and social outcomes, recognizing new requirements imposed on us by the new environment, and mastering new ideas, concepts, and methods that are consistent with such new requirements. This is the new design concept. height. The three parties are interdependent, integrate with each other, penetrate each other, and reflect each specific packaging design activity and design work.
Packaging cultural elements spread in space and time, exist in a certain space, that is, the inevitableness of the nine people associated with the same set of social, resulting in the nationality of the packaging design culture, because the culture exists in a certain period of time, that is, the inevitable social historical changes associated with the same In the past, the era of packaging design culture, nationality and the times have become the social attributes and essential attributes of packaging design culture.
The nationality of packaging design culture involves the occurrence of culture. It is precisely because the culture of the world does not come from the same source, of course, there is a nationality problem. Every nation in the world, because of the constraints of different natural conditions and social conditions, has formed different languages, habits, and, first of all, ideas, values, and aesthetic concepts from other ethnic groups, thus inevitably forming distinctive ethnic cultures. The nationality of packaging design culture is mainly reflected in the conceptual level of the packaging design culture structure, which reflects the psychological commonality of the entire nation. Different cultures caused by different nationalities and different environments are directly and indirectly expressed in their own design activities and products. Such as the German design of scientific, logical and rigorous, rational style, Japan's novel, smart, thin and exquisite and full of human features, as well as Italian design elegance and romantic sentiment, these are all born of their different ethnic cultures In the atmosphere of ideas. In addition, the smoothness, completeness, symbolism, and completeness and symmetry of Chinese packaging design style are also the reflection of the introverted psychological characteristics and relatively conservative social consciousness of the Chinese people.
Because the design organization system is born out of the concept of design consciousness, it is the materialization of design consciousness, and is derived from the national design consciousness. Therefore, the activities and practical results under the guidance of the people's design concept have put on different national colors. National brand imprint.
Of course, the nationality of packaging design culture is not only a stable and conservative side. It is in the unity of opposites with the times, along with changes in social life and social concepts, and it is constantly updated in its own unity of opposites. Develop your own characteristics. Therefore, we must not be embarrassed by the self-centered consciousness and embark on the path of national standardization. Otherwise, we must win our own projectile land. I remember the following sentence: A person can use the social standards, not to measure the whole person's standard to be mature. When a nation uses the standard of the world instead of measuring it with the standards of the nation, the nation matures.
The packaging design culture is both ethnic and contemporary.
After the formation of a national community, it has formed a long and turbulent historical development process. At different stages of this historical process, the national culture will show a series of characteristics of the times. As long as we recognize the acceptance and development of packaging design culture, there is a time of packaging design culture. This is because the packaging design culture is first a process of historical development. It is the superposition and acceptance of the design culture in each era of the nation. It is based on the material society of the era and is the accumulation of traditional design culture and its continuous abandonment. Unity of opposites, the unity of opposites between historicity and reality.
Packaging design culture has its time, mainly reflected in the organizational structure of the packaging design culture and the material outer layer. However, design is closely related to the times and focuses on concepts. With the globalization of economy and the rapid development of science and technology, fundamental changes have taken place in the subjective forms of society, especially the widespread and high-speed dissemination of information, the increasingly fierce liberalization of ideas, and the diversification of social structures, values, and aesthetic concepts. There are frequent contacts between people and people. The demands of society and people are increasing. The crisis of energy, environment and ecology brought about by the alienation of industrial culture. Can we adapt to it and use it to make packaging design an era? The product. This has become an important task for designers today.
The era characteristics of packaging design culture naturally make our design activities and products impossible to measure with an absolute standard. Different eras have their own standards, and today's or yesterday's standards cannot be regarded as absolute and unique standards. The judgement of historical design culture must recognize that it is historical, and the packaging design culture of each era has its own Its absolute content, has its own concept system, has its own historical development status, and has the mark of this era, so it has the limitations of the times accordingly. Without these understandings, we cannot be in the era of packaging design culture. Sex has a comprehensive grasp.
The nationality and the era of packaging design culture are both content and form. These two basic attributes, at the three levels of the packaging design culture structure, are generally more material in the material aspect and are therefore the most active factors. It is most easily accepted by people and it is popular. The psychological level has strong nationality, is relatively stable and conservative, and therefore changes slowly. When two heterogeneous packaging design cultures come into contact under equal or unequal conditions, the first thing that is discovered by each other is the outer layer of the material. After learning it for a long time, we can gradually recognize the middle level, that is, the institutional level of the theoretical organization. In the end, we can appreciate the core level of each individual, that is, the level of psychological concepts. The development of Japan's post-war packaging industry, and the introduction of material technology equipment from the reform and opening up of China's packaging industry, to the introduction of various advanced organizational management systems, and the penetration of modern packaging design concepts all illustrate this point.
The formation and development of nationality are mostly based on fashion. The national nature of packaging design culture means the choice of the times. In inheriting the value orientation of traditional cultural issues, inheritance is the basis and transcendence should be the trend. Designers must clearly understand the surrounding world and its development trends, and at the same time see the close relationship between design and various disciplines, so as to consciously update and expand our knowledge, get rid of the paradox of traditional ideas, and promote the renewal and development of packaging design culture.
Each ethnic group's packaging design culture forms a design culture system. Each nation's packaging design culture of a certain era also forms its own cultural system. Different packaging design culture systems contain some common cultural factors. There are a number of different cultural factors. The former shows the universality of the packaging design culture and the latter shows the particularity of the packaging design culture. And each nation’s packaging design culture has its own human part. The human nature of packaging design resides in the nationality, and the universality lies in the particularity. This is a dialectical unity of packaging design and culture.