The Psychology of Packaging Design in the Context of Modern Art

Abstract: Modern packaging design is a creative social form that integrates natural beauty, social beauty, artistic beauty and function. It involves many fields of modern material life, culture and art, science and technology, and psychology. In the context of modern packaging design, the aspects of consumer aesthetics, graphic creativity, color application, and national cultural psychology have been thoroughly discussed and elaborated. They have a certain reference role in theoretical research and design practice of packaging design.

Keywords: packaging design; aesthetics; graphics; color; culture; psychology

Psychology is a complex process in which human minds reflect objective reality. Many factors and conditions of their feelings, perceptions, thoughts, and emotions play a decisive role in modern packaging design. when. people oriented. with. When the concept of designing for life becomes the subject of today's social activities, modern packaging design is closely related to people's aesthetics of life. The rapid progress of society is an important condition for promoting the perfect transformation of modern packaging design, while applied aesthetics such as aesthetics, graphics, colors, and ethnic cultures are the thoughts, souls, techniques, and rules of modern packaging design.

1 Consumer aesthetic psychology

As a special form and carrier for understanding the beauty of commodities, modern packaging design has aroused the audience's aesthetic interests and expressed their aesthetic ideals and aesthetic desires. Its aesthetic activity directly appeals to the perceptual object. It reveals the aesthetic features and essence of things through vivid commodity images and emotional colors. The packaging design conveys aesthetic information and guides the audience to use the state of mind to comprehend the natural beauty, experience and experience the beauty of design, and then enter the ideal world of aesthetics, so that the audience can obtain great spiritual satisfaction and emotional pleasure. It is closely linked with the literary arts and philosophical thoughts, and perfectly integrates the dominant role of the form of content with the relative independence of the form. When it has undergone long-term practice, it has formed a unique aesthetic value system. Packaging design is a creative social form that integrates natural beauty, social beauty, artistic beauty, and functionality. It is the best medium for audiences to communicate and fascinate with commodities.

The audience feels the beauty in real world life and understands and accepts the goods according to the basic rules of beauty. Due to differences in the age, gender, ethnicity, economic relations, and religious beliefs of the audience, this leads to significant differences in their judgment of the laws of the United States. They can truly enter into the emotional and spiritual world of packaging art from these profound and content-rich designs. They can not only obtain genuine goods, but also be able to integrate into the aesthetic mood brought about by consumption. Functional beauty and technical beauty are the main contents of today's aesthetics of art design. Therefore, packaging design must be changed to reflect this social and individual life and aesthetic needs. When the modern packaging design progresses in time and involves a lot of people's lives, its ultimate goal is to achieve a harmonious unity of product quality and consumer aesthetic psychology.

2 Graphical Creative Psychology

The figure refers to the shape of the object represented on the plane. In other words, the visual form between text and plastic art is graphics. The human world is a body composed of natural, simple geometric shapes and artificial figures. These shapes and graphics are rich in artistic image and charm because of their respective characteristics and laws.

The beauty of design is orderly. The most valuable activity in modern design is to arrange the structural elements (patterns and figures) in an orderly manner according to the same and different factors of the expressed objects. This is actually the active creation of alternating designer artistic thinking and abstract thinking. The special process of graphics. In modern packaging design, there are many kinds of graphic ideas and content is very rich. There are mainly product images, logo images, audience images, and auxiliary decorative images, etc.]. Graphic creativity is an important basic content of design. It studies drawing language and provides a creative association, divergent thinking and expression methods for art design and other categories. Due to psychological effects, the psychological effects produced by different graphics are also very different. Therefore, the special effects of the graphic creator just make up for the limitations of the text language. It uses the unique communication function in the information age, expresses the extremely rich design meaning with the most concise visual graphic language, and gives people guidance and enlightenment.

Graphics as the main manifestation of packaging visual communication design, its creative language is extremely rich, ever-changing, including many aspects of figurative, abstract and imagery. It has historically considered subtlety as an important aspect of the inner factors and the beauty of the scene. To enrich the richness of objective things into the typical image (graphics) created by the means of design art, and to conceal the theme and ideas that are to be expressed, or to spill out of them [4]. The graphic image is vivid, the information is conveyed quickly, and the terminal of the graphic creation makes the beauty and interest of the beauty through association, experience, perception and understanding between the graphic and the audience. Since packaging design is an art design that integrates product information transmission and visual aesthetic transmission, graphics must reflect the human and nature, designers and objects, graphics and the audience's feelings can be sublimated and extended an aesthetic Relationships.

3 color application psychology

In modern packaging design, color is the most direct language and factor, and it is also an important aspect of the performance of design psychology. The appearance of the most significant appearance features of the product in color will first arouse the attention of the audience. Because the colors express people's beliefs and longing for future life.

As a beautiful and expressive design language, color has profound and extensive meanings in the field of packaging design. It has more visual impact than composition and modeling. It is the soul and essence of product packaging design. Picasso believes that color and form are the same as our feelings. It can cause the audience to feel differently and associate with different emotions. Therefore, red makes people feel hot, excited, enthusiastic, and produces intense emotions; blue makes people feel cold and profound, which causes calm and calm feelings. As such, color conveys a very important role and role in the transmission of content. These are both the nature of color and the reaction of audience psychology and visual emotions. Compared with the painting colors, the packaging design colors pay more attention to the elements such as eye-catching, contrast and symbolism, and moreover, the colors have attractiveness and appeal.

In packaging design, the laws of color and emotion are skillfully applied to give full play to the visual function of color, and the audience can be more attracted to the product's extensive attention and interest. In the face of an enlightening color image, the audience will generate a variety of associations and imaginations. Based on this feeling and understanding, they will complete the active and active psychological activities of understanding the goods. Through color, the audience gets a specific emotional infection, realizes the deep intentions that the color conveys, and allows the objective emotion effect of color to be expressively expressed and rendered in packaging design.

4 National Cultural Psychology

Nationality is the soul of culture. Raising the banner of national cultural spirit constitutes an important symbol of a globalized society. Because of the characteristics of "world culture", a culture with a strong national color is recognized or accepted by people of different nationalities in order to become a common human wealth. Therefore, as globalization has brought the world closer and closer, the unity of the national cultural spirit and art form, and the interpretation of the Eastern “harmonious philosophy of man and nature” has become the eternal master of our pursuit. As a commercial art design, its formation and development are always closely related to the activities of a nation's social form, cultural spirit, artistic position, production capacity, and science and technology.

China’s advanced culture with globalization as its background is the harmony of nationality and openness. The Chinese design art formed and developed in China’s long history has recorded the entire process of the civilization evolution and production development of the Chinese nation. Its philosophical thoughts, cultural connotations, concept forms, ethnic emotions, and artistic forms all have a profound influence on all design arts including modern Chinese packaging design. Efforts have been made to make China's modern packaging design the essence of the Chinese nation’s culture and art that incorporates the world's advanced culture and arts. This is a great contribution that we deserve to make in the era. The master of aesthetics Hegel said that every artwork belongs to its time and its people. Therefore, the modern design with artistic aesthetic value belongs to its time and its people just like the art works. Modern developed regions and countries such as Europe and Japan regard product quality as the highest purpose of their own country and the tools and standards of local culture, pay attention to the great role of traditional culture in modern design, and emphasize the excellence of postmodern design. The combination of traditional art language and modern expression techniques is also a powerful illustration and proof of brilliant achievements in this field.

5 Conclusion

Modern packaging design is an organic combination of both technology and art based on modern science, technology and culture. What it needs to solve is the question of the relationship between man and nature, people and environment, and people and spirit. It belongs to the comprehensive application project of material life, spiritual aesthetics, and national culture and art. It plays a leading role in today's social activities and has a strong vitality and broad space for development.

Tu Mingying
(Mianyang Normal University Source: Packaging Engineering