The Construction of Commodity Culture in Packaging Design (2)

"New" is novel and has personality. Personality was originally described as human, and for products we more often say their attributes, such as what they eat, drink, play, use, etc. It is also due to the existence of different properties, which in the design also form a certain model, such as food packaging can not be made like cosmetics packaging, electrical product packaging can not be made like toy packaging, and so on. In addition to its attributes, categories, application scope, and other factors, the product has another aspect, that is, it gives people the feeling that through its use of images, colors, materials, means to express it, it will give it Some kind of personality, such as hard, rough, feminine, glamorous, etc., people get some kind of psychological induction through the senses. Of course, different people, as designers, different people will have different feelings about a product, so the form of expression will also be different, in short, it is not a traditional packaging model. In addition, physiologically speaking, people's nervous system will be tired if subjected to the same stimulus for a long time, and the novel packaging design will bring the breath and flaws of the new life, so that the consumer's nervous system and spirit will be stimulated. The novelty of packaging design depends on the development of new materials, new processes, and new ideas on the one hand, and on the other, it depends on social development and people's aesthetic changes. The new ideas also include novel and unique shapes, colorful colors, beautiful and delicate patterns, so that consumers have a strong interest at a glance. For example, the general mineral water uses a twist-off bottle cap, the color is not green, that is, blue, and the "Nongfu Spring" cap is divided into two layers, the inner layer has a movable nozzle, plus a hat-like transparent plastic cover, in line with modern people Advocating hygienic and healthy psychology. Red labels and bottle caps stand out in many mineral waters. This is "new."

"Name" is famous brand, fame, fame and reputation, as well as good image and social influence. US marketing expert Larry Light said: "The future of marketing is the competition of the brand - the length of competition between brands, business and investors will recognize the brand is the company's most precious asset, this concept is extremely important, ... has a market ratio It is more important to have a factory, and the only way to have a market is to have a brand name." Since ancient times, China has demanded that artifacts conform to "unification and courtesy" (Mo Zi language). Some people have done such experiments, filling the same "Coca-Cola" in three differently-packed bottles, and letting some people taste it. 98% think that Coca-Cola-labeled bottles have the best Coke taste, brand-name Charm is evident. In addition, the value of the famous brand is also obvious. The miniature radio cassette recorder produced by Shanghai Radio III Factory is sold to Japan's Sony Corporation for only 37 yuan each, and after being affixed with the Sony Corporation's trademark, it can be sold for more than 80 US dollars. According to "Financial Journal"'s assessment in 1991, the value of "Coca Cola" was 83.8 billion U.S. dollars. In 1995, the trademark value of China's Hongtashan was 32 billion yuan, and in 1999 it rose to 42.3 billion yuan.

"Precision" is meticulous. It relates to the relationship between packaging design and overall design of life. Consumer demand is holistic and relevant. For example, if a person buys a packet of coffee, he will also consider coffee cups, coffee-making machines, and other accessory products. Sometimes he will exceed the scope of coffee. He may consider sitting on a chair and listening to music to drink it. The packaging designer must start with the consumer's family life on the basis of this commodity and try to design a whole set of products, and the overall effect is not just serialization but also the content of the exhibition. Serialization emphasizes the identity of the product, so that the product has a common identification image, and the overall effect is to create an overall atmosphere such as space and environment on the basis of this, so that the theme is more distinct. It is tragic that a good design or good idea cannot be fully reflected. It is the dregs of intellectual achievements. Of course, the overall effect is good or bad, which reflects the author's association with the image, the expression of ideas, the use of materials, and the conversion between form and meaning. It can also be said to be an artistic sentiment. The so-called overall effect is to express this sentiment and create a theme atmosphere. The outer packaging of plexiglass, colorful products, with soft lighting, showing exquisitely carved effects, looks very "alternative", the theme is very clear. Third, the construction of cultural added value

The economist J. Dusenbery said: “In the various activities that humanity involves, we can find the decisive influence of culture... whether it is the purchase of a product or the manufacture and sale of a product; Providing a material approach or a spiritual enjoyment constitutes our way of life." The famous anthropologist Malinowski said: "In human social activities, the needs of all living things have been transformed into cultural ones. Needs.” Culture is a manifestation of the human and spiritual fields of human creativity, including human thinking, values, mental activities, and aesthetic consciousness. The practical functions of commodities embody the material culture of commodities, the recognition and aesthetic functions of commodities, and the spiritual culture of commodities, and they are integrated into a commodity culture. Prof. Gao Zhongyu's book "Image and Business" has a description of consumers' purchase behaviors that satisfy the spiritual pursuit: "People ... don't save money for or not only for food and clothing but, to a large extent, Buy 'soft value', buy cool, buy social, buy friendships; buy cosmetics to buy youth, buy confidence; buy gifts to the elderly is to buy filial piety, buy elders happy; buy gifts to send younger is to buy love, buy juniors Like; ... the so-called men buy brands, women buy like to buy culture, buy images." For example, in recent years, the Haier Group Company, which has achieved considerable development, has attached great importance to establishing the concept of “honesty” and implemented the product advertisements such as “Haier Air Conditioning, sincerely forever”; the ad text on the packaging of Sofitel Soap “makes skin feel better. "Smooth and healthier" makes people feel sincere, warm, and comfortable, thus giving consumers a favorable impression. Fully explain that packaging serves as a symbol for consumers to identify and judge goods, and gives consumers a beautiful and enjoyable spirit. It enables customers to attract attention as soon as they see a product. This in turn creates purchase interest and desire. This kind of recognition and aesthetic of product packaging Functionality is a concentrated expression of the material and spiritual civilizations of human society in the process of commodity exchange and consumption. It is an artistic creation that combines with the market, contains high cultural added value, and embodies the “pleasure” that cannot be calculated by quantity. And "comfort".

The cultural value of goods is mainly composed of the identification value, symbolic value, aesthetic value, fashion value, and spiritual enjoyment value of goods and packaging. The reason why it can add value to goods is to satisfy people's spiritual needs. The added value is both the natural and social attributes of the product, and it is the intermediary of the use value and value. Then the added value itself is also an independent value. The value of a commodity is determined by the socially necessary labor time to produce the commodity. It is an invariant, and the added value is variable. It will change with time, space, consumer groups, brands, and other factors. In market exchange, commodity prices with higher added value will be regularly higher than the prices of other commodities. If the price of general commodities is determined by the same value, then the goods with high cultural connotation are valued by Added value "decided. The reason why Japan's commodity packaging is pleasing to the eye is its important cultural reason and added value. Some people think that Japan's packaging is very national. The pattern styles, literary forms, and colors used in it all show a strong “peace”. They seem to be free and physically arranged with points and lines that fully reflect the emptiness and charm of traditional Japanese culture, but at the same time Its pattern distribution, text layout, color combination and a clear sense of modernity, those point and line surface also have the Western culture of bold and bold, is it just nationalization?

It should be noted that packaging design is different from the creation of pure art. It is constrained by many aspects, such as product characteristics, consumer attitudes, and social benefits. Therefore, the cultural connotation of packaging design must be different for different products. Some traditional product culture products For example, tea and wine can use classic traditional patterns, and some items such as packaging should be handled with the help of photography, computers, and other scientific and technological means. On the other hand, they can reflect the cultural taste and achieve “naturally” results. In short, the packaging design of goods is artistic and more practical. The packaging's design, structure, and decoration design should be carried out around commodities and consumers. It is indeed necessary to create a product culture, which is an important part of the development of modern packaging design in China. condition.

Source: <Chinese Packaging>