Value Analysis of Commodity Culture in Packaging Design (2)

Second, create the value of commodity culture

Value refers to the necessary labor of the producer's society condensed in the commodity, but it is not equal to the value of the commodity culture. It is generally proportional to the price. The value of the use of goods lies in the fact that commodities can satisfy the psychological needs of consumers seeking new products, seeking differences, seeking brand names, and seeking individuality. Since people are likely to come into contact with a large number of commodities every day, they are more familiar with packaging. Even an ordinary consumer can say a lot about the versatility of packaging. Therefore, the understanding of packaging also forms a concept. If the packaging design is just to adapt to the market and adapt to the trend, it will inevitably lead to the patternization and aging of design forms and means, and it will not be able to arouse people's interest. In the fiercely competitive commodity market, it is inseparable from the design of graphics and color that packaging should have visual features that are clearly distinguishable from other products, enhance people’s awareness and memory of products, and become more attractive to consumers. use. The design of packaging graphics and color should be done in good faith as a commodity service. We must thoroughly understand and grasp the content of products, consumption, sales, etc., and strive to achieve accurate information transmission based on the mastery and use of good graphics and color. Good visual communication. Such as: food packaging using mouth-watering realism and bright colors, the content of the goods directly to the consumer; children's products packaging often use a rich cartoon image and more vivid colors to convey information, to attract children and Parents; while pharmaceutical packaging mostly use more abstract, concise graphics and colors to express scientific, rigorous, effective and other content, giving patients a sense of trust and a good psychological response. Therefore, the packaging design is reflected in the commodity culture is the consumer's pursuit of the product "new, name, fine."

"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 like toy packaging, etc., and so on. In addition to its properties, 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 show it, it will give it Some 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 become tired if they are stimulated by the same stimulus for a long time, and the novel packaging design will bring the breath of new life and embarrassment to stimulate the nervous system and spirit of consumers. 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, 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, the red label and bottle cap stand out in many mineral waters. This is “new”.

(to be continued)