Thought on Humanistic Thought in Modern Packaging Design (2)

When it comes to philosophy, the main trend of humanism in Western philosophy and aesthetics schools has made great efforts to obtain the proper site and position for the human spirit in all aspects, and to use mathematical logic as the dominant content, based on subjective experience and According to the modern scientific rationality, we make uncritical criticisms. For example, Croce, Freud, Jung and others all pay attention to human emotions and life forms; Husserl, Heidegger, and other theoretical contributions to traditional science and logic Rational attacks and breakthroughs are the discovery and promotion of the non-scientific, non-logical, and irrational aspects of the human spiritual realm. They are also a modern development made by the traditional humanistic spirit and a critique of modern epistemology based on mathematical science. To find the foundation of their own understanding and methodologies for philosophy and humanities, the humanities must be "scientific" to compete with the natural sciences, and must not lack its own epistemology and methodological basis. The modern Descartes and Kant philosophy is basically based on mathematics, physics, etc. Based on the epistemology of natural science, Voltaire put forward the corresponding concept while dividing the world into two parts: nature and historical humanity. Two sciences; natural science and spiritual science, advocated that the scope of epistemology "expanded" to other areas of human culture, attached importance to epistemological functions such as language, mythology, religion, and artistic intuition, and found independent epistemology and methodology different from scientism. It helps to make the humanities truly enter the hall of science and become the science that goes hand in hand with the natural sciences. The design has both scientific and rational rigorousness and artistic romance. It combines the essence of Western culture with the grandness of traditional Chinese culture. Chinese ideology and culture has a deep tradition of humanistic spirit since ancient times, but it is different from the West’s emphasis on the natural sciences and the spirit of natural science. Since ancient times, China has paid attention to people’s own spiritual activities, experience with life, and emphasis on the humanistic spirit. In accordance with the principle of Confucianism, Confucianism, Taoism, and Buddhism all advocate the concept of “harmony between man and nature”. It is believed that nature and human beings are inherently inseparable unity. The world is in harmony with human nature and human life activities. The methods of survival are closely related to each other, and they are in harmony with each other. They pursue and experience a kind of realm of life and a state of mind that are in harmony with nature. They care about life, human affairs, and value the inner spiritual realm.

For example, Taoism in the pre-Qin period tends to be in harmony with the people; Lao-tzu advocates “the way of the humans, the land of the heavens, the ways of the heavens, and the nature of the Taoism.” Zhuangzi respects nature and nature, and provides cultivation methods such as “sit-forgetfulness and heart-fastness”. To transcend the difference with nature; Confucius' "ritual study" advocated that "Ke has been restored", and the goal is to make "Heaven in the humanity" fully realized. Mencius advocated "self-cultivation and consummation" to achieve the purpose of "knowing the heavens" and "everyday." China's human-dominated elements are dominant and have a clear ethical orientation. Since the development of history, the development of humanistic ideology has continued to improve. As the market economy system accelerates toward modernization, it will be a great historical progress for China’s development, including cultural development, in the long run. In terms of institutional nature, the market economy also has a negative impact on the construction of spiritual culture, and some pursue high profit and high prices. The phenomena of added value are constantly appearing, over-packaging, packaging with toxic and hazardous materials, causing harm to society and humanity, only focusing on immediate interests, loss of social responsibility and public ethics, which in a sense is also the loss of the humanistic spirit and crisis.

2 Aesthetic characteristics

Packaging design needs correct aesthetics, and the relationship between aesthetics and human spirit is: Humanistic spirit is the soul of aesthetics, and design is to study the needs of people for product function requirements and beauty. The United States has never been a concept of purely objective properties that is not related to people. It is connected with people from time to time. People create beauty. In addition to functions, packaging design is also one of the elements. If packaging does not bring beauty to people, Enjoy, then this product will lose its due value. People will always use their own practical activities to realize their own essential forces in objective reality. Beauty is the object of human essential power, and aesthetics is a typical person. Learning is a discipline that runs through the humanistic spirit, but it is necessary to eliminate the generalization of aesthetics in the market economy. The generalization of aesthetics not only reduces the aesthetic style and taste, but also draws away the soul of the humanistic spirit of aesthetics, leaving aesthetics only The appearance of "objects" has been turned around, but it has forgotten the essential forces behind people, human nature, and human beings. It has forgotten the humanistic spirit. This realization has abolished aesthetics itself. In any ethnic group and era, its highest level and dominant tendency are always the most concentrated expression of the depth and breadth of the aesthetic and humanistic spirit of the era, and emphasis on practical aesthetics, because it runs through a clearer, more complete humanistic spirit, and less one-sidedness. However, it has absorbed more reasonable factors from other schools. Design aesthetics must go beyond the utilitarian purpose of commercialization, fully promote the humanistic spirit, and make the goods not vulgar. The use of aesthetics should not be a pleasure to the senses, so we can use mystery to allow consumers to enjoy high quality spiritual intrinsic content both inside and outside the product. Marlos believes that aesthetic activity is based on the realization of a certain level of cognitive activity. It is also a perceptual form of emotional activity that contains and accumulates rational cognitive factors. It is not an intuitive visual, but requires a certain level of understanding and culture. premise. Aesthetics is a necessary higher level in the common structure of human history, and it is a higher level of human universal needs. It is a universal psychological feature of human beings. It is the common emotional experience of human beings. It is necessary to combine the aesthetic demands of consumers with the objects of beauty.

The contemporary packaging design should find a fitting point between science and humanities, from a simple basic functional requirement to a profound humanistic thought, give consumers some humane care, and make products and packaging work better together. The broadness and depth of culture, the concept of big design should surpass the superficial, sensational, empirical, and realistic creative activities to free human aesthetic consciousness from the narrow limits of daily experience, and experience the eternal life of the universe in the era of high-tech information. , Combining "the practice of recessive structure of liberal structural theory" with "the practice of explicit structure of empirical understanding" to create an environment that can meet the dual needs of human spirit and material.

- Wu Dan (Associate Professor, College of International Art Design, Dalian University of Foreign Languages, Dalian, Liaoning 116002, China)