Value Analysis of Product Culture in Packaging Design (3)

"Name" is famous brand, fame, fame and reputation, as well as good image and social influence. US marketing expert Larry Light said: "The future of marketing is the competition of the brand - the length of competition between brands, business and investors will recognize the brand is the company's most precious asset, this concept is extremely important, ... has a market ratio It is more important to have a factory, and the only way to have a market is to have a brand name." Since ancient times, China has demanded that artifacts conform to "unification and courtesy" (Mo Zi language). Some people have done such experiments, filling the same "Coca-Cola" in three differently-packed bottles, and letting some people taste it. 98% think that Coca-Cola-labeled bottles have the best Coke taste, brand-name Charm is evident. In addition, the value of the brand name is also obvious. The miniature radio cassette recorder produced by Shanghai Radio III Factory sells to Japan's Sony Corporation for only 37 yuan each, and it can sell more than 80 US dollars after affixing the trademark of Sony Corporation. According to "Financial Journal"'s assessment in 1991, the value of "Coca Cola" was 83.8 billion U.S. dollars. In 1995, the trademark value of China's Hongtashan was 32 billion yuan, and in 1999 it rose to 42.3 billion yuan.

"Precision" is meticulous. It relates to the relationship between packaging design and overall design of life. Consumer demand is holistic and relevant. For example, if a person buys a packet of coffee, he will also consider coffee cups, coffee-making machines, and other accessory products. Sometimes he will exceed the scope of coffee. He may consider sitting on a chair and listening to music to drink it. The packaging designer must start with the consumer's family life on the basis of this commodity and try to design a whole set of products, and the overall effect is not just serialization but also the content of the exhibition. Serialization emphasizes the identity of the product, so that the product has a common identification image, and the overall effect is to create an overall atmosphere such as space and environment on the basis of this, so that the theme is more distinct. It is tragic that a good design or good idea cannot be fully reflected. It is the dregs of intellectual achievements. Of course, the overall effect is good or bad, which reflects the author's association with the image, the expression of ideas, the use of materials, and the conversion between form and meaning. It can also be said to be an artistic sentiment. The so-called overall effect is to express this sentiment and create a theme atmosphere. The outer packaging of plexiglass, colorful products, with soft lighting, showing exquisitely carved effect, looks very "alternative", the theme is very clear.

Third, the construction of cultural added value

The economist J. Dusenbery said: “In the various activities that humanity involves, we can find the decisive influence of culture... whether it is the purchase of a product or the manufacture and sale of a product; Providing a material approach or spiritual enjoyment constitutes our way of life." The famous anthropologist Malinowski said: "In human social activities, the needs of all living things have been transformed into cultural ones. Needs.” Culture is a manifestation of the human and spiritual fields of human creativity, including human thinking, values, mental activities, and aesthetic consciousness. The practical functions of goods embody the material culture of goods, the recognition and aesthetic functions of the goods, and the spiritual culture of the goods. They are integrated into a commodity culture. Prof. Gao Zhongyu’s book “Image and Business” has a description of consumers’ purchase behaviors that satisfy the spiritual pursuit: “People ... don’t save money for or not only for food and clothing, but also to a large extent Buy 'soft value', buy cool, buy social, buy friendships; buy cosmetics to buy youth, buy confidence; buy gifts to the elderly is to buy filial piety, buy elders happy; buy gifts to send younger is to buy love, buy juniors Like; ... the so-called men buy brands, women buy like to buy culture, buy images." For example, in recent years, the Haier Group Company, which has achieved considerable development, has attached great importance to establishing the concept of “honesty” and implemented the product advertisements such as “Haier Air Conditioning, sincerely forever”; the ad text on the packaging of Sofitel Soap “makes skin feel even better. "Smooth and healthier" makes people feel sincere, warm, and comfortable, thus giving consumers a favorable impression. Fully explain that packaging serves as a symbol for consumers to identify and judge goods, and gives consumers a beautiful and enjoyable spirit. It enables customers to attract attention as soon as they see a product. This in turn creates purchase interest and desire. This kind of recognition and aesthetic of product packaging Functionality is a concentrated expression of the material and spiritual civilizations of human society in the process of commodity exchange and consumption. It is an artistic creation that combines with the market, contains high cultural added value, and embodies the “pleasure” that cannot be calculated by quantity. And "comfort".

Feng Minggao, Assistant Professor, Department of Art Design, Hunan Vocational College of Science and Technology

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