Cultural heritage and packaging design (on)

Today, with the constant intelligentization of social productivity, and with the socialization of production and the development of globalization, as people’s living standards continue to move toward high quality and high quality, people are scientizing, artistic and rationalizing food packaging design. The demands are getting higher and higher. As a result, the design of packaged goods is increasingly based on its profound cultural heritage. Because modern packaging products are both a commodity and an art product, they are the unity of commodity products and artistic products. Packaging goods are not ordinary artisan products. General artisan products are only equipped with certain craftsmanship techniques. The packaging of goods, through modeling and decoration, artistic expression of the designer's intentions, ideas, interest, charm and marketing appeals and so on. Professor Wu Guanzhong, a famous contemporary Chinese painter, pointed out: "In artistic creation, 'Lu Yao Zhi Ma Li', this kind of 'power' character of horsepower is often hidden in cultural heritage."
Commodity packaging design should have cultural heritage as basic cultural heritage refers to people's grasp of the existing material cultural achievements and spiritual and cultural achievements of the foundation and its application capabilities. Grasping more cultural achievements, with deep cultural heritage, which is the basis for the design of commodity packaging. Commodity packaging design is based on certain commodity attributes (including physical, chemical, and biological attributes of commodities), the physical structure of commodities, the storage and transportation conditions of commodities, the conversion of spatial distances, the promotion of merchandise, and many other needs, from the packaging containers. Modeling, material selection, decorative patterns, colors, text descriptions to create a series of thinking and creative production processes for packaging products with specific purposes. The reason why commodity packaging design needs deep cultural foundation is mainly determined by the following characteristics of packaged goods and their design.
Packaged goods have many aspects of functionality. As an appendage for commodity-based products, packaged goods should have many practical functions such as the protection of goods, convenient storage and transportation, and sales promotion. This is the basic starting point and standpoint for the design of packaged goods. The completeness of these multiple functions not only requires the designer to choose the right materials, but also requires reasonable modeling and structure. It also requires packaging and decoration to meet the market induced consumer psychology of promotion. Therefore, commodity packaging design should make full use of natural sciences, social sciences, technical sciences, marketing science, and other aspects of knowledge, and we must combine the application of scientific and technological achievements with the creativity of art.
The aesthetics of packaging design. In modern society, people are not only satisfied with the use of goods for their needs, but also hope to obtain the visual satisfaction or enjoyment of the beauty on the goods and their packaging. Therefore, the design and decoration design of commodity packaging must conform to aesthetic laws and people's aesthetic interests. Moreover, people not only have individual differences in the examination of beauty, especially aesthetic consciousness also has the characteristics of the times, nationality, and internationality. Therefore, product packaging designers should be familiar with the aesthetic principles, understand the aesthetic laws, and make every effort to adapt their design to social beauty, popular beauty and the era of beauty.
Originality of packaging design. As an art product, packaged goods, like other works of art, are a kind of creative work. This kind of creative labor often originates from the designer's subjective factors (cultural heritage). Taking the art of painting as an example, there have been many painters of bamboo paintings, but Zheng Banqiao is the most original artist. Because his poems, books, and paintings are all works, he is known as the “three absolutes” and his cultural heritage is profound. He "pursues the self-transmitting god through painting." The bamboos under his pen are chaotic. They are seen in the secrets. They are chic, unrestrained, or sturdy, or tall and straight, or lean, varied, and have different spirits. He created the "bamboo in his eyes" as a "bamboo in the chest," and "painted into a place where it is lost, but there is no real soul in the truth." This true soul comes from the originality of his chest. The design of commodity packaging must also be original. (To be continued)