On the construction of national context in commerc

On the construction of national context in commercial packaging

"national is the world", I have always felt that this concept, which can be felt from many articles, is very reasonable. In particular, an accidental incident made me have a deeper understanding of the connotation of this sentence. It was after a few years of work that Mr. kangchalianke, the former dean of Vladivostok Academy of art, who came to Shandong to give lectures, took a copy of Dunhuang murals just found from the department reference room, and excitedly called me over. Through translation, I understood what he wanted to express. He was deeply shocked by the powerful artistic expression of Dunhuang murals. Moreover, what shocked and awed him more was the spiritual charm of the traditional Chinese culture embodied in his works

normal> I. packaging is not only the product of business

normal> packaging is defined in many books as the behavioral representation of business activities

normal> there are many factors that cause this phenomenon. The main reason is that in the current packaging design, in order to meet the current "fashionable" consumption phenomenon, packaging designers accept and learn from a large number of foreign packaging forms and packaging concepts, and blindly advocate western design styles in packaging design, resulting in the traces of this design idea everywhere on the shelves of shopping malls, supermarkets or convenience stores, The aesthetic creation of the visual art language form of commercial packaging has been swallowed up by the powerful and unitary "western style"

normal> however, with the increasingly rational and mature consumption concept of the masses, this single form of packaging language has increasingly made consumers dissatisfied. People began to put forward higher requirements for the design of commodity packaging; Begin to pursue self consumption habits; Begin to pursue personalization and localization of packaging design; Began to pursue and highlight the cultural and aesthetic interests in commodity packaging. These all urgently need a mature commercial packaging environment suitable for its development, and a commercial packaging design culture with local characteristics and high design level. It is far from enough to simply summarize the concept of commercial packaging with aesthetic feeling, function and economy. Because some phenomena are temporary after all, in the future, consumers will not only pay attention to fancy color surfaces, various packaging methods, the application of different combinations and materials, but also pay more attention to whether the packaging appearance image has affinity and whether their emotions are respected

normal> II. Culture is the premise for the maturity of commercial packaging

normal> packaging is not only the art of Commerce, but also the art of national culture

normal> today, due to the accelerated process of international market, modern commercial packaging needs to achieve a wider range of language communication in market recognition. In order to make the visual readability of commodity packaging reach the international level as much as possible and have the ability of global recognition in formal expression, the performance style of commercial packaging naturally becomes a subject that can not be ignored. This is not only an opportunity for Chinese packaging to go global, but also an arduous challenge that will be faced. However, Chinese packaging designers should have a clear understanding, because in some aspects, economic globalization should be understood as cultural diversity. In order to open the gap between all commodities in the increasingly homogeneous market, we must have their own unique personality expression, that is, when designing commercial packaging, designers should not only go deep into life and pay attention to the grasp of fashion, human feelings, human nature and consumption concept, but also study and learn Chinese excellent traditional culture while absorbing the essence of western design, Integrating the cultural elements with the pure form creation produced by the aesthetic skill expression, we can create an order structure that is not only in line with the artistic law, but also in line with the strong self-consciousness of the majority of consumers' aesthetic needs, which can also be summarized as both pleasing to the heart and pleasing to the eyes. Therefore, any representation and form in commercial packaging cannot give up the original strong aesthetic elements simply for the sake of globalization. It should reflect the creative pursuit with profound cultural aesthetic connotation and its inseparable national cultural background, and reflect the inseparable relationship between commercial packaging as a popular art and regions, nations, traditions and environment. Only by constantly rethinking and summarizing our traditional culture, constantly aligning with regional culture, and taking national culture as the basis and driving force of packaging design art, as the true reflection, reproduction and representation of people's life, will the unique expressiveness of the art form of commercial packaging be different. It can be said that some characteristics of commercial packaging, whether in form or content, the artistic language form expressed is a kind of watch for cultural personality. Because a diverse world is the origin of art, which can better meet the needs of human nature among cultures and make our world rich and colorful

normal> III. The integration of national culture in packaging aesthetics

normal> from the point of view that commercial packaging will inevitably show wear and tear, good commercial packaging is not only a commodity concept. The smaller the distance between scale values, the more it should have a certain social and cultural attribute. They reflect the essence of art and culture, and take the cultural aesthetic trend and requirements of the nation as the fundamental starting point, Absorbing the internal factors that adapt to the national culture, exchanging and penetrating each other, it has a distinct sense of the times. Therefore, in a sense, national culture is the fertile soil of commercial packaging art. No matter how the packaging technology, skills, materials, processes change, how modern, it can not be detached from its own unique cultural connotation

normal> first of all, China's excellent traditional culture itself is a very rich source of design. It has the world's most valuable cultural achievements and rich wisdom crystals deposited for thousands of years. As a form of inheritance of national culture, commercial packaging can fully integrate its spiritual elements with modern people's life, environment and market through the absorption of "sublation", From the perspective and law of modern market operation, let the practical activities of commercial packaging in the circulation market permeate this cultural system