Innovative application of the hottest traditional

Innovative application of traditional elements in modern packaging design

with the improvement of people's living standards, people are eager to pursue spiritual satisfaction while pursuing material satisfaction, that is, they need a kind of packaging with cultural taste, which can promote consumers to have an emotional resonance. The purpose of commodity packaging design is to attract consumers, let them know the products, and reflect the nature, spirit, quality and business philosophy of the enterprise through the quality of the products. In a sense, the image of goods also represents the image of enterprises. In the fierce competition in the commodity market, an enterprise and its products need to be packaged to convey information to consumers and give consumers a unique and distinctive image among similar goods. Therefore, we should think about the social utility of design and pay attention to the culture of design. Culture refers to the material and spiritual production capacity and the sum of material wealth and spiritual wealth obtained by human beings in the process of social practice. It has nationality and forms a national tradition through the development of national forms. However, the cultural nature of this packaging design should not only refer to the traditional culture of the country, but also a complex coexisting with the times. In this regard, we need to explore our own culture, study our own culture, develop the value of our own culture, and creatively integrate it into the product design of enterprises, enrich the cultural connotation of products, and enhance the value of products, which requires redoubled efforts and exploration. Because the competition of enterprises in the future will be the competition of culture

China's traditional culture is broad and profound. How to use traditional packaging elements innovatively in modern packaging may become a powerful tool for commodity competition and create wealth for enterprises by changing its crystal structure in the future, which has become a problem worthy of research and exploration

(I) the current situation of packaging

among the many factors of commodity competition in the international market, commodity quality, price and packaging are the three main factors. A foreign expert who studies market sales once said: "in the road of visiting the market, packaging plays no less important role in the overall image of commodities than advertising." From this, we can see the role of packaging in commodity competition. However, with the continuous development of packaging technology and art, there are many problems, mainly in the following three cases:

1) rough packaging

packaging is a synthesis of shape, color and material, in which material, as the carrier of packaging, plays an important role in the whole process of packaging development. The product content itself, whether solid or liquid, must be made into a three-dimensional shape through the packaging form, and this three-dimensional shape changes with the different packaging methods and packaging materials, and it is a kind of psychological feeling transmitted to people through human senses to cultivate people's sentiment. It is the unique artistic gift and wisdom of mankind. It comes from the strong needs of the human mind. However, many manufacturers do not pay attention to these. The rough shape of the packaging, improper color matching, and the selection of inferior materials for packaging have caused consumers' misunderstanding and mistrust of the product itself, thus making its products lose in the market competition

2) over packaging

the visual communication design of packaging should be innovative, unique and have a strong visual impact. Mr. Gard, a famous British designer, said: "a successful packaging design is to convey information to consumers in 7 seconds, and customers can be attracted at a distance of 4 meters." Just imagine that when people stay in the dazzling shopping malls, they can't quickly and clearly identify the brand, name, trademark, etc. of goods, then this design is unsuccessful. Only works with novel creativity, uniqueness and strong visual impact can retain the sight of consumers and quickly transmit the information of commodities to consumers. What is the design creativity of commodities? That is, designers grasp the special attributes of commodities, capture the best angle full of expressiveness, integrate deep cultural philosophy, and use human emotional communication to adapt to consumers' pursuit of commodity taste. This kind of creativity originates from the attributes of commodities, reflects the cultural connotation of commodities, and is full of human feelings. Designers should not only pay attention to the creativity of design, but also pay attention to the expression of creativity, that is, the innovation of expression methods. Only such design works are unconventional and unique. Only in this way can it be different from other products and be unique. With strong visual impact, it can achieve the final promotion effect. It is precisely because of this artistic thought that many of our designers believe that the integration of novel and unique designs with strong visual impact is a very successful design work, but the extremes of things will be reversed, and too much essence will become garbage when combined. When we do design, we should have primary and secondary points, not face masks, otherwise it will become excessive design, and it will not achieve the desired effect, To give consumers a dazzling feeling, you may finally choose other products because your products are too fancy and lack of themes, so we must be appropriate and impartial when designing

3) plagiarizing foreign design

due to various reasons, China's formal design started relatively late, so it fell behind some western countries in the same period. Therefore, in China, there have been products that use the works of foreign designers for reference, without modifying or modifying some words, and then use them in our products. Therefore, China has lost creativity and due vitality in packaging design. The national customs, history and culture of various countries are different from people's living habits. It is not foreign excellent design works that are suitable for our country. Therefore, blindly plagiarizing and thinking that foreign works are better than those of China without thinking are the taboo of designers

the above three situations are the main problems existing in the packaging design industry in China. How to solve these problems? How to make our packaging design to a higher level is an important task for our contemporary designers. Therefore, the traditional packaging and modern packaging in China are analyzed and combined, hoping to find out the ingenious combination between the two

(II) traditional packaging elements

packaging design should focus on natural materials in the selection of packaging materials, such as paper, bamboo, wood, mud, plant stems and leaves and other natural materials, and design and produce various packaging items according to local conditions and in accordance with the amount of talent. Traditional natural packaging materials appear in three forms: original state, simple processing and careful decoration. This not only reflects the three orientations of the eastern traditional aesthetic concept: no decoration -- Taking nature as the beauty of nature, decoration but not seizing nature -- for the beauty of harmony, natural beauty is famous by artistic beauty

1) misunderstanding of the use of traditional art

traditional art, as a social and cultural activity, is creative on the one hand, on the other hand, it is rational, similar to organized scientific activities. Because of this kind of characteristic, it is restricted by the market and technology. It has experienced the changes of schools and cultures, and earth shaking changes have taken place. Similarly, traditional materials are refined and refined on the original basis

traditional art, like traditional materials, is implicit and not rigidly bound by simple forms. Implicit can reach a realm, that is, artistic conception. Aesthetician Wang Guowei once said, "speaking of temperament and verve is better than speaking of realm. There is realm itself. Temperament and verve are not. There is realm and the two will follow." Implicit, can enhance the appeal of art design, is good at inspiring imagination, has touching sustainability and rich content, and has its special role and positive significance

of course, one of the reasons why we differ from the West in packaging design is that the East and the West have different views on tradition. Some Western designers completely get rid of the shackles of tradition, design for the future, constantly break through what they have, and constantly create what they didn't have in the past. In this way, the design can continue to climb the peak. And some of us have a design view that whether there is traditional context and national style is very important. This view actually binds our hands and feet with "tradition". Every creation must be limited to thinking within the "traditional" circle, and dare not go beyond the thunder pool

let's take red wine packaging as an example. In the west, neoclassicism is implemented for red wine packaging, and the designed bottle body and outer packaging are retro, which is naturally considered to be a traditional method in line with Chinese characteristics and has been preserved. It is not only recognized by designers, but also by enterprises. Although there are many changes and developments during this period, the changes are inseparable from its roots. It is still the same packaging route, which is the bondage of "tradition"

designers have this kind of "traditional" imprisonment, and it is difficult to open their minds to find the way of innovation when considering the scheme. It is a dilemma between tradition and modernity. So one way is to stew fish and bear's paw in one pot: the other way is to install it on the experimental machine is a modern "dish", using traditional symbols as ingredients and sprinkling a little everywhere to achieve the effect of having both fish and bear's paw. Under the shackles of this thought, innovative works are naturally difficult to appear. There is no way to talk about the progress of packaging design

2) analysis of the use of traditional materials

in the selection of materials, we should pay attention to the adaptability of packaging design, especially to the specific style and habits of ethnic groups in some regions. China's eastern, southern, western, northern, Han, ethnic minority areas, urban and rural areas are vast, and often have different aesthetic habits. In the design, bamboo materials from the South should not be rigidly used in the northern fruit commodity packaging, nor should Sichuan pickles be made into cans. If we use Henan maijigan to pack jewelry, we will not only feel that the packaging design form is wrong, but also that the material selection is unreasonable. In addition, many products have strong local characteristics, such as Fujian has a kind of tea wrapped in bamboo shoot skin, Zhejiang's tea canister, Guangdong coconut sugar, Wuxi oil gluten basket, Shaoxing flower carving wine jar, etc. their reasonable materials, ingenious production and unique shape are the elements that should be promoted and excavated in the gift packaging design

in terms of packaging materials, it emphasizes the application of contrasting materials and natural materials, and gives full play to the natural thick texture and simple flavor. In addition,

a large number of modern new decorative printing paper can be used to build a new image of packaging, and the artistic language is richer. For example, the gift series packaging design with recycled paper as the material matches the fruits of the same color, and the shape, color and material are organically unified. Nationalization reflects the characteristics of the times, gives people an elegant, cordial and antique affinity, and achieves the human cultural characteristics of expressing feelings with things

the traditional packaging forms of all ethnic groups in China are diverse, and the progress of culture directly affects the development of packaging, especially the packaging of gifts. Traditional boxes made of Nanmu and camphor wood are used to store pens, ink, books, paintings, inkstones and other items, which is a kind of exquisite gift packaging. People of all ethnic groups use reasonable materials, skillfully made, unique shapes, distinctive decorative styles, and have a strong local traditional style, which makes foreigners feel novel. When human beings follow the pace of the times more and more closely, they become more and more attached to traditional culture. China is a country with a long history