| The packaging culture has a wide range of areas, from the angle of time, it vertically goes through historical several thousands of years, from the angle of space, which includes packing designs of different countries, but just speaks of the system of packing, it also contains different levels from the intrinsic idea to the external form and so on. But this article has its stress, from the object of study, this article is mainly about the china modern packing design; Looking from the angle, this article selects esthetics angle of view to carefully examine the current packing of our country.Aesthetic design of the packaging is in fact a reflection of philosophy and ethics, philosophy of art and aesthetic psychology theoretical foundation for the reunification of re looking up China's contemporary packaging design, to find the basis on the theory and practice related to the development of contemporary packaging design. Specifically, the view of China's packaging design aesthetics is actually trying to from the highness of "Beauty" to "beautiful", to analyze the aesthetic principle and aesthetic feature, in order to open out and make recommendations on the status of China's packaging design, as well as the shortage and the direction of development, which is the purpose of this passage. This passage includes the following parts.The first chapter focuses on the commercial packaging design, which should follow the general principles of aesthetics, and this can be unified into a specific two. First, aesthetic requirements and functional unity. As for the packaging of goods, functional and aesthetic features, such as the two wings of a bird, not neglected, which is the foundation and carrier of the former, the former is the extraction and distillation of the latter. Lack of the latter, the aesthetic will become useless bubble, lack of the former, commodities are also unable to obtain the necessary aesthetic appeal, toady, in the current consumer culture-consumption of goods, which is particularly important. Second, the individual packaging and the unity of the whole package. Will be only a single commodity packaging and other commodities of this enterprise, corporate logo, and other elements of corporate philosophy, to conform to the current shape of the brand, business, but also in order to meet the current aesthetic, psychology and cultural concepts of the major consumer mass consumer'psychology.The second chapter focused on China's current packaging design aesthetic features and shortcomings. From the macro perspective, China's current packaging design has been the rise of human society cultural, commercial, and the trend of democratization, and other support. And because of this, the current packaging design mainly reflected three main characteristics of functional, aesthetic and symbolic. But as for the general aesthetic principle of commodity packaging, China's current packaging design, which also has some shortcomings, mainly for the Packing external image and the practical function is not enough united; the traditional packing culture and modern packaging design are not fit; the product packaging "holistic"is not to be paid enough attention, and other aspects.Chapter III is from the community of "brand consumption" with the aesthetic characteristics of the strong tendency of consumption, pointing out that modern packaging is in a single commodity-oriented packaging design development, more attention should be paid to the overall requirements, the individual commodity packaging design to the development should be into a more macro packaging design chain, and the enterprise of its other products, corporate logo, corporate philosophy, and other factors unified,If so, in the realization of their economic and aesthetic value, On this basis, which can be packaged as a single commodity product branding playing a role, this paper analyzed the specific brand and consumer packaging design requirements of the overall relationship, the details of the overall packaging strategy and the overall design aesthetic value and functions, and other issues.Starting from the modern cultural values and ideas of aesthetics, product packaging design should be to a "green thinking" road. The so-called Green thought, in fact, is from the current social life on the ecology of the pursuit of the beauty, and the re-integration of product packaging design elements, the use of their material, the design of forms, such as the concept of cohesion has shown to comply with the new times look. In this connection, not only of this chapter, analyzing green packaging based on the philosophy on the ecological thinking of the meaning and modern values, and specific analysis of the green packaging design and content requirements, but also from packaging design on the level of the green tide of the aesthetic value and social significance.The concept of the artistic spirit in the traditional art of packaging and the associated infiltration aesthetic appeal.In this paper, the academic value and practical significance lies in:"beautiful" is "true" and "good" is the unity; of this highly examine the current packaging design. Through the analysis of China's packaging design, summarizing the status of the current packaging and deficiency, Find Origin from its traditional cultural and aesthetic ideology "holistic", exploring contemporary pursuit of the goal of packaging design. We can have a more comprehensive and accurate grasp of the Chinese cultural product packaging, there is a necessary, a clear understanding of China Packaging culture prospects, for the culture development, there is a necessary, a clear understanding, in order to promote the healthy development of the packaging industry. |
