The Construction of Ethnic Context in Commercial Packaging

"The people of the nation are the world." I have always felt that the concept that can be felt in many articles today is very reasonable. Especially a small incident that caused me to have a more profound understanding of the meaning of this sentence. That was after a job several years ago, Mr. Conalenko, dean of the former Vladivostok School of Art who came to Shandong to study, took a copy of Dunhuang Mural, which he had just found from the department's resource room, and looked excitedly. My name is the past. Through translation, I understand what he wants to say. He was deeply shaken by the strong artistic expression of Dunhuang murals. What's more, he is also shocked and convinced by the spiritual charm of the traditional Chinese culture embodied in his works.

one. Packaging is not just a product of business

The definition of packaging in many books is a representation of the behavior of a business activity.

The factors that cause this phenomenon are many, mainly because in the current packaging design, packaging designers to accept the current "fashion" consumption phenomenon, accept and learn from a large number of external packaging and packaging concepts, in the packaging The design simply respects Western design styles, resulting in the presence of such design ideas everywhere on the shelves of shopping malls, supermarkets, or convenience stores. The visual aesthetics of commercial packaging creates a strong, singular aesthetic in the form of language. The style of "western style" is swallowed up.

However, with the increasing rationality and maturity of the concept of mass consumption, the manifestation of this monotonous packaging language has made consumers more and more dissatisfied. People began to put forward higher requirements for the design of commodity packaging; began to pursue self-consumption habits; began to pursue the individualization and localization of packaging design; began to seek to highlight the cultural and aesthetic tastes of commodity packaging. All of these urgently require a mature commercial packaging environment that suits their development, and require a high-designed level of commercial packaging design culture with local domain characteristics. The concept of merely using aesthetics, functionality, and economy to generalize commercial packaging is not enough. Because some phenomena are temporary, consumers in the future are concerned not only with fancy color surfaces, various packaging methods, applications of different combinations and different materials, but more attention will be given to the appearance of the packaging. Affinity, whether their own emotions are respected.

In short, it is to see whether the packaging of goods can simultaneously reflect the consumption culture and aesthetic interests of a country or a nation when meeting the material needs of people.

two. Culture is the premise of commercial packaging maturity

Packaging is the art of business and it is also the art of national culture.

Today, due to the acceleration of the international market process, modern commercial packaging needs to achieve a greater range of language communication in terms of market recognition. It is to make the packaging of the goods as visually readable as possible to the international level, and to have the ability to identify globally in the form of expression. The expression style of commercial packaging naturally becomes a topic that cannot be ignored. This is not only an opportunity for China's packaging to go global. It is also a daunting challenge to be faced. China's packaging designers must have a clear understanding, because the globalization of the economy in some respects should be understood as more cultural diversity. In order to widen the gap between all commodities in the increasingly homogenized market, they must have their own unique personal expressions. That is, when designing commercial packaging, designers must not only go deep into life, but also focus on fashion, humanity, humanity, and consumption. We must also grasp, while absorbing the essence of Western design, studying and learning Chinese fine traditional culture, integrating the cultural elements with the pure form of creation created by the expression of aesthetic skills, and creating an order structure that conforms to artistic laws. The strong self-consciousness that meets the aesthetic needs of the vast majority of consumers can also be summed up as both pleasing and pleasing. Therefore, any appearance and form in commercial packaging cannot simply give up its strong aesthetic component for globalization. To reflect the profound cultural and aesthetic connotation of the construction of the pursuit and its inseparable national cultural background, reflects the commercial packaging as a popular art and regional, national, traditional and environmental relations and other inextricable links. It is only the constant reflection and summarization of self-conventional culture, which is consistent with the regional culture. The national culture has been used as the foundation and driving force of the packaging design art as a true reflection, reproduction and representation of people's lives, and the artistic form of commercial packaging. The unique expressiveness will be different. It can be said that some of the features of commercial packaging, both in terms of form and content, express a certain form of artistic language that is a kind of watchfulness for cultural individuality. Because a diverse world is the origin of art, it can be more in line with the human needs of multiculturalism and make our world colorful.

three. National Cultural Integration in Packaging Aesthetics

From the point of view of the development of commercial packaging, good commercial packaging is not only a commodity concept, but should have more social and cultural attributes. It embodies the intrinsic essence of art and culture, and takes the cultural aesthetic trend of the nation and Requirements are the fundamental starting point, absorbing internal factors that are compatible with national culture, and communicating and infiltrating each other, with a clear sense of the times. Therefore, in a sense, ethnic culture is a fertile ground for commercial packaging art. No matter how changes in packaging technology, techniques, materials, and craftsmanship, and how modern, can not be detached from its own unique cultural connotation.

First, China’s outstanding traditional culture is itself a very rich source of design. It possesses the world’s most valuable cultural achievements, has accumulated thousands of years of rich wisdom, and commercial packaging is a form of inheritance of national culture. "Absorption" absorbs the spiritual elements of it and the modern people's life, environment and market, and combines them skillfully with each other. Starting from the perspective of modern market operations and laws, commercial packaging is infiltrated in the circulation of practical activities in the market. In this cultural system.

Secondly, starting from the geographical environment in which it is located, it collects custom features and living habits that embody different national cultures, and applies visual language language with unique cultural personality to the formal representation of commercial packaging design. The effective way to communicate national culture. Because different ethnic cultures and living environments will have different understandings and views on nature, different ethnic cultural activities also determine the spiritual qualities and aesthetic needs of different people, that is, the national cultures and nationalities we often refer to. It is through this unique aesthetic temperament and appearance that the diversity of packaging art is reflected and presents an eternal charm. At the same time, it also reflects the individual performance of designers under the influence of different cultural backgrounds.

In addition, inheriting and promoting the traditional packaging culture of various nationalities in China is also the only way for modern commercial packaging design to mature. As we all know, China's traditional packaging culture is rich and colorful, deep inside, showing a beautiful style, unique shape, decorative style and rich regional characteristics of the form of expression. It is necessary to scientifically analyze and think about these valuable cultural heritages from the perspective of modern design thinking, and examine it as a modern commercial packaging standing high in the world of packaging culture to examine traditional cultural values.

In addition, we must improve the overall artistic level of modern commercial packaging. While maintaining our attention and experience, we should continue to transcend the essence of traditional national culture and modern design, break the shackles of purely functionalist concepts, and pay more attention to people’s lives in consumer life. Emotional change reveals the contradictions and confrontation of reality through formal survival and humanistic thinking. It explores the rules and expressions that combine modern society and culture, and integrates the packaging design language that is full of personality with the needs of consumers' psychological feelings. To improve the essence of the national cultural spirit and to achieve the inherent development needs of modern commercial packaging and more human culture.

Finally, we attach importance to the important role that high-tech technology plays in the reflection of closeness to nature, humanistic care, and national culture in commercial packaging. Because the unlimited creativity and conception of modern commercial packaging design are the preconditions for guaranteeing new materials and new technologies, the use of high technology in modern commercial packaging enables us to use this magical expression means to fully indulge. The designer's imagination can effectively combine traditional aesthetics of the national culture with modern production techniques in commercial packaging.

In short, in modern commercial packaging, if the integration and innovation of traditional ethnic cultures are lost, the eternal nature of the aesthetic value of commercial packaging and the market effects of commodities will be impossible to talk about. The competitiveness of China's commercial packaging in the world And the establishment of status will be far behind. Therefore, it is necessary to correctly understand and deal with the relationship between ethnic culture and market commonality in commercial packaging, so that modern commercial packaging is deeply rooted in the fertile soil of national culture, and in-depth exploration of the new packaging visual language and personality style in the modern sense, so as to become the immediate imperative Research topics.