Cultural characteristics and positioning of the ho

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Cultural characteristics and positioning of gift packaging

as a kind of commodity packaging, gift packaging, in addition to its basic functions of packaging, that is, to protect commodities, transmit commodity information and promote commodities, should also focus on the transmission of emotional communication information between people and improve the taste of gifts. It is the medium of human emotional communication and the bridge of mutual friendship

what we call gift packaging design today, It does not only refer to a specific field, such as souvenir packaging, but should be integrated into all fields of commodity packaging. From the perspective of vertical and horizontal fields of packaging, the test of commodity Altair company shows that gift packaging involves the whole process of gift packaging and penetrates all points in the field of commodity packaging. It should be a diversified and comprehensive type of packaging design, such as flower and plant packaging, food packaging, clothing packaging, native product packaging Handicraft packaging, cosmetics packaging, electrical products packaging, daily necessities packaging, fruit packaging, toy packaging, etc

gift packaging takes "emotion" as its appeal point, takes "communication" as the design purpose, and integrates the content and design form of goods to improve the taste of "etiquette". In terms of its culture, gift packaging can be reflected in two aspects: first, the design of gift packaging should highlight the characteristics of national culture and the characteristics of the times; Second, in the choice of packaging materials, gift packaging design uses natural materials to convey the "thick and simple" friendship and the cultural connotation of "nature and harmony"

first, with the improvement of people's living standards, they are eager to pursue spiritual satisfaction while pursuing material satisfaction, that is, they need a kind of packaging with cultural taste, which can promote consumers to have an emotional resonance. Therefore, we should consider that the quality of social products designed has a guaranteed effect, and pay attention to the culture of design. Culture refers to the material and spiritual production capacity and the sum of material wealth and spiritual wealth obtained by human beings in the process of social practice. It has nationality and forms a national tradition through the development of national forms. However, the cultural nature of this packaging design should not only refer to the traditional culture of the country, but also a complex coexisting with the times

the traditional packaging forms of all ethnic groups in China are diverse, and the progress of culture directly affects the development of packaging, especially the packaging of gifts. Traditional boxes made of Nanmu and camphor wood are used to store pens, ink, books, paintings, inkstones and other items, which is a kind of exquisite gift packaging. People of all ethnic groups use reasonable materials, make ingenious products, have unique shapes, distinctive decorative styles, and have a strong local traditional style, which makes foreigners feel a unique sense of novelty. When human beings follow the pace of the times more and more closely, they become more and more attached to traditional culture

China is a country with a long history. Over the years, many essence of ancient, modern, modern and folk art have been deposited, and people have countless feelings for it. As shown in Figure 1, the gift tea packaging of Biluochun reflects the melodious, elegant, pure fragrance and continuous emotion of Chinese tea culture incisively and vividly. The luxurious and elegant pattern is used as the packaging material, which is simple, lively but nationalized, that is, expression? quot; The characteristics of humanistic culture in the gift packaging of tea also integrate the exchange of "emotion" in the world culture. The strong and dignified words and strong and rich color contrast give the quality attribute of "tea" culture

from the gift packaging design "horizontal" "From the perspective of context, examples of the perfect unity of its national cultural characteristics and the characteristics of the times can be found everywhere. For example, Japanese commodity packaging, especially gift packaging, has a strong nationality and modernity, and its pattern style, text form, and color application all show a strong" harmony ". The dots, lines, and surfaces that seem to be random but are carefully arranged show the emptiness and charm of Japanese traditional culture. However, Japanese packaging is not just nationalization. Its pattern distribution, text arrangement and color matching make people no doubt that it has the boldness and boldness of western culture

gift packaging design is different from the creation of pure art. It is one of the waterproof coatings with the best comprehensive performance at present. It is restricted by many aspects such as product attributes and marketing psychology. Therefore, the ways to improve the cultural taste and characteristics of the times in gift packaging design are different due to different commodities, and its design positioning is different. It is not a patchwork product of calligraphy art + folk patterns +, Only by having a certain understanding of the traditional culture of the nation, having a deep research on modern aesthetics, having a full understanding of modern marketing, marketing psychology, materials and technology and other disciplines, and mastering modern expression language and form, can we design a gift design that integrates emotion and reason

second, the gift packaging design should still focus on natural materials in the selection of packaging materials, such as paper, bamboo, wood, mud, plant stems and leaves and other natural materials, and design and produce various packaging items according to local conditions and in accordance with the amount of talent. Traditional natural packaging materials appear in three forms: original state, simple processing and careful decoration. This not only reflects the three orientations of the eastern traditional aesthetic concept, no decoration -- Taking nature as the beauty of nature, decoration does not seize nature -- for the gentle and harmonious beauty, natural beauty is famous in the world through artistic beauty, but also reflects modern people's awareness of environmental protection. The wood used for packaging is either kept in its original state or carved after grinding and processing. Bamboo, or take its knots directly to form bamboo tubes, or exploit its skin and then weave it into utensils. The leaves and epidermis (Palm bark) of those plants have become the preferred materials for gift packaging. Fired pottery and glass products have been used as packaging materials for thousands of years. Animal leather has a long history of tanning because the strain of elastic elements is in direct proportion to the size of external force P, and its exquisite workmanship has its own praise. Modern people pay more attention to enjoying the gift of nature and the return of natural breath from the vision and touch of natural materials. Designers should understand the characteristics of natural materials, present its spirituality and verve, and use reorganization to create a new life, which contains all the cultural information

In addition, in the selection of materials, we should pay attention to the adaptability of gift packaging design, especially to the specific style and habits of ethnic groups in some regions. China's eastern, southern, western, northern, Han, ethnic minority areas, urban and rural areas are vast, and often have different aesthetic habits. In the design, bamboo materials from the South should not be rigidly used in the northern Beijing fruit commodity packaging, nor should Sichuan pickles be made into cans. If we use Henan maijigan to pack jewelry, we will not only feel that the packaging design form is wrong, but also that the material selection is unreasonable. In addition, many products have strong local characteristics, such as tea wrapped in bamboo shoot skin in Fujian, tea cans made of reverse spring in Zhejiang, Guangdong coconut sugar, Wuxi oil gluten basket, Shaoxing flower carving wine jar, etc. the reasonable use of materials, ingenious production and unique shape are the elements that should be promoted and excavated in the design of gift packaging

in the material of gift packaging, it emphasizes the application of contrasting materials and natural materials, and gives full play to the natural thick texture and simple flavor. In addition, a large number of modern new decorative printing paper can be borrowed to build a new image of packaging, and the artistic language is richer. Figure 9. The gift series packaging design with recycled paper as the material matches the fruits of the same color, and the shape, color and material are organically unified. Nationalization reflects the characteristics of the times, gives people an affinity of elegance, amiability and ancient color, and achieves the human cultural characteristics of expressing feelings with things

with the development of the times and the progress of science and technology, we should constantly explore and find some interesting connotations and a higher aesthetic taste in gift packaging design, a kind of attention to traditional culture and deepening physical examination, and pay attention to the inheritance and Deconstruction of tradition, the pursuit and exploration of artistic taste. In the style of gift packaging design, it emphasizes a natural, friendly, simple, healthy and environmental protection aesthetic consciousness. As a gift packaging design, it is not only limited to circulation and display in the market and shelves, but also can be involved in people's social relations and life details. Gifts have emotional communication and hand circulation characteristics, which are different from the "one-time" use characteristics of general packaging, and need to have a thought-provoking connotation, The refreshing charm makes humanized design become the focus

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