The development of modern packaging design is rooted in the roots of traditional Chinese culture. It has experienced the accumulation of thousands of years of history and is deeply rooted in the hearts of every Chinese. Whether we admit it or not, it influences us subtly. Aesthetic, creative view. The rooted art can flourish and grow stronger, and the root of art is rooted in the colorful life and is rooted in the outstanding ethnic culture of our nation for thousands of years. Therefore, life and nationality are two indispensable necessary factors for artistic creation.
Modern packaging design is a product of the combination of culture, art and science and technology, while art and technology are also in the broad category of culture. Culture is the sum of material civilization and spiritual civilization created in the course of human society's historical practice and has irreversible inheritance. We can say that any traditional culture must have a very profound influence on the development of art and science and technology, and directly or indirectly influence modern design through art and technology.
I. Inheritance of Chinese culture is a source of revitalizing the development of Chinese art and design. We should have a new understanding of traditional culture. The results of all the civilizations created by human social activities yesterday are traditional cultures today; today, human social practices The achievements of civilization created for the future are also traditional cultures. In the process of creating culture, mankind has eliminated those dregs that have been left behind, and has been retained. It is the essence of human culture that can have a tremendous impact on today and tomorrow.
Speaking of Chinese traditional culture, it is inseparable from the Yi-culture, and can not be separated from Confucianism, Taoism, and interpretation culture, namely, Confucianism, Taoism, and Buddhism. Traditional Chinese culture always puts “the heavens, the earth, and the people†together, and people are among them. Laozi combines human beings with heaven and earth and calls them “the heavens, the earth, the peopleâ€. Laozi said that in the endless universe, there are four kinds of things that are the most important and the most crucial, and people’s values ​​account for one of them. Why can people in the Universe be listed as one of the four majors with "Tao Da, Tian Da, and Da Da?" This is because human intelligence is capable of “counselling the cultivation of heaven and earthâ€, overcoming the unfavorable factors of human existence in the natural world, and creating rich material and spiritual cultures through techniques and arts.
Under broad and profound Chinese culture, the descendants of the Chinese nation living on this land are all honored by inheriting and developing Chinese culture. This is the foundation for the Chinese culture to flourish and flourish. It is also a cultural source for the development of the development of Chinese packaging art design.
Second, packaging design has the characteristics of the times and nationalities of the cultural characteristics The formation of nationalities to go through a long and tortuous historical development process, in this stage of the different stages of the process, the national culture will show different 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 of all a historical development process. It is the integration and acceptance of the design culture of the various eras of the nation. It is based on the material society of the era and is the accumulation of the traditional design culture and the unification of the continuous abandonment. Is the unity of history and reality.
The era of packaging design culture is mainly reflected in the spiritual and material aspects of packaging design culture. Design is closely related to the times and focuses on concepts. In today’s economic globalization and the rapid development of science and technology, fundamental changes have taken place in social patterns, especially in terms of widespread dissemination of information, increasingly fierce ideas, diversification of social structures and values, and aesthetic concepts, and frequent interactions between people and people. With the increasing social and human demands and the crisis of energy, environment and ecology brought about by the alienation of industrial civilization, in the face of all this, we can adapt to it and make use of it to make packaging design a product of the times and becoming the designer of today. Important task.
The national nature of packaging design involves the issue of cultural transmission. Every nation in the world, due to the constraints of different natural conditions and social conditions, each forms a language, habit, morality, thinking, value, and aesthetic concept that are different from other nationalities. Therefore, it will inevitably form a distinctive national culture. The nationality of packaging design is mainly reflected in the conceptual level of the packaging design culture structure, which reflects the psychological commonality of the entire nation. The different cultures caused by different nationalities and different environments are directly or indirectly expressed in design activities and works. Such as the German design of science, logic and rigorous and rational style, Japanese design of novel, smart, light and exquisite and full of human touch characteristics, Italian design elegance and romantic sentiments, etc., these are all born of different ethnic cultures Atmosphere. Another example is the smooth and complete symbolism of Chinese packaging design style, and the completeness and symmetry of form. It is also the reflection of the introverted psychological characteristics of the Chinese people and the moderate social consciousness.
The influence of culture influences consciousness and determines concepts. Under the influence of different cultures, people make their own design concepts, modes of thinking, and practical results bear the national brand. Therefore, the human nature of packaging design resides in the nationality, the eternality in the era, and the universality in the speciality. This is the dialectical unity of the packaging design culture.
Third, wine packaging design is a microcosm of modern packaging design 1. Chinese wine etiquette and traditional wine culture
China's wine has a long history and there is a close relationship between drinking and etiquette. At the end of the Ming Dynasty, Gu Yanwu wrote in the book "The Japanese Proverbs and Wine Bans": "The first jade is the liquor, the ritual is the first, and the later is the punishment." Contemporaneous Huang Zhouxing said in "The Wine Company's Humble Opinion": " When the wine is made into a ceremony, and the wine is made up of Acacia, and if it is named after the ceremony, then there will be no reason for the wilderness, but if you are joyful, you will have no joy in you.†The above quotes illustrate the relationship between wine and ceremony since ancient times. From the long-term experience, people understand the characteristics of wine, knowing that wine is good for people, but also knows that wine can be disorderly. Because of the imperial court, to the people, for wine, can not only pay attention to, worship, marriage, banquet, are essential, but also pay attention to how to drink, who first, after a long time has formed a habit, system and a variety of manners.
China's wine culture has a long history. Wine packaging design can reflect the characteristics of traditional culture and modern design. For example, the wine glass evolved from an ancient bronzer to a modern glass goblet, and the bottle evolved from a traditional pottery into a modern crystal clear crystal glass and a gold-encrusted container. Wine packaging design can better reflect the unity of traditional culture and modern design style.
2. Modern packaging design is a unity of culture-oriented, life-based, and modern-oriented.
China is a ceremonial society. Packaging has become the face of commodities. People measure the value of individuals in society through the packaging of goods. Through the level of packaging of goods, they judge their own evaluation status in the minds of others. Packaging reflects the value of people. The "ceremonial" goods.
Modern packaging design is a unity of culture-oriented, life-based, and modern-oriented. Therefore, both in theory and in practice, we should treat packaging design as a form of culture. In modern society, the study of design theory is not only an in-depth analysis of a discipline, but should be the integration of multiple disciplines.
Culture is the sum of the material wealth and spiritual wealth created in the course of human history. The packaging design culture can be said to include the products created by people’s behaviors and their satisfaction, as well as the psychological concepts based on these aspects. Being at the core and leading position is the basis and basis for designing all the elements of the system.
The variety and variety of wines are various. Liquor is a typical commodity that represents traditional culture. Therefore, the packaging design of liquor should have both traditional culture and ethnic style. The selection and performance of its conception, composition, text, graphics, and colors should be centered on traditional styles. Creativity, but also to show the style of the times.
3. The combination of traditional culture and modern design style
(1) Soil rooted in the ancient architectural art treasure house
China's ancient buildings are rich in variety of architectural types and rich in artistic content. Mainly include: palace, palace, building, cabinet, altar, pavilion, gallery, Taiwan, customs, archway, Baoding, brackets, caisson, Huabiao, Shinto and stone, shadow wall, stigma, stone turtle monument, glazed tile, auxiliary head , door nails, dragons and phoenixes, lions, kissed animals, golden bricks, flower stone roads, ancestral temples, public palaces, museums, underground palaces, detachments, ancestral halls, etc. Although their types and use of functions are not the same, they always show the idea of ​​"combining man with nature." This is based on a traditional cultural spirit that is highly synergistic with nature – love for nature, respect for nature, and architecture embedded in nature, as if it were an organic part of nature. These excellent designs can give us inspiration in the design of packaging.
(2) Enlightenment from the Chinese calligraphy and border decoration
In Beijing's world-famous cultural city, most of the buildings, including the Duke of Kings, celebrity residences, Guanyin Castle, garden sites, mausoleums, altars, temples, shops, etc., are mostly hung or written with a name indicating their name. This is a unique form of culture in China, which covers the functions or the amount of praise and expression.
The balance is an outstanding product of the Chinese traditional culture. Its history goes back to ancient times and has continued, inherited and developed since the Qin and Han dynasties and the Ming and Qing Dynasties and even modern times. It is still widely circulated today. The balance is inseparable from the political and cultural life of our people. Historically, official and folk events have been recorded and publicized in large amounts. For example, the completion of buildings, the recognition of heroic demeanor, the opening of shops, etc., often held a grand ceremony. The succession of emperors of the Qing dynasty to the emperor must be suspended in the Dacheng Hall of the Confucius Temple. Therefore, many people have their own splendid background, which is a concentrated reflection of social history and fashion at that time. Beijing is the capital of the capital of the DPRK. Most of the words in the quotation are from the hands of famous artists. They are concise and dignified, with profound artistic appeal and profound enlightenment. They are historical witnesses to China’s cultural heritage.
While shooting to collect a large number of calligraphy art, we are often shocked by the exquisite craftsmanship and exquisite decorative art made by the ancients. Whether the material is wood carving or stone carving, whether the shape is a rectangle or a profiled shape, the meticulously decorated patterns such as dragon pattern, suo pattern, and fret pattern are all admirable. In the practical teaching of wine packaging art design, it is possible to enrich and enrich the works through the reference and processing of the plaque.
(3) Revelation from traditional gates
Auxiliary head is a kind of base that is installed on the gate and is used for the door. It is a traditional Chinese door decoration, also known as the door auxiliary.
Auxiliary heads for civilian use are generally installed on the main gate. They are simple in shape and round in shape. They are mostly made of iron or copper. Visitors can use the knocker to tap the auxiliary head and send out a crisp metal voice. When the householder heard it, he opened the door to welcome the guests. The most elaborate is the auxiliary head on the gate of the imperial palace. The bronze gilt is usually made up of tigers, storks, turtles, and snakes. It is said that the symbols of these patterns are the gatekeepers of the stars. As the auxiliary leader, both the gatekeeper and the majestic and majestic of the royal architecture are shown. As early as the Han Dynasty, China had already used auxiliary heads. It has been more than two thousand years ago. Auxiliary heads can reflect the changes of history and can show the status of users. This theme is used for packaging design practice, and it can also show excellent traditional decoration style.
The packaging design culture is both ethnic and contemporary. American designer Pross said: “People always think that there are three dimensions of design: aesthetics, technology, and economy, but what’s more important is the fourth dimension: humanity.†People-oriented design, based on national culture, can only be based on the design of the world. .
Finally, let us use the French brandy to explore the American market. In the 1950s, we carefully planned the story of the Brandy Long March to make our conclusions. On the 67th birthday of American President Dwight D. Eisenhower, France made two extremely valuable bottles of Brandy, which had been brewed for 67 years, as presidential gifts. The plane was sent to the United States and paid a huge premium. President’s birthday,