Research On Emotional Design Of "Returning To Simplicity" Concept In Modern Packaging

With the development of productivity and the progress of society,consumer demand changes with consumption concept,gradually from meeting the basic needs of life to meeting the spiritual aesthetic needs.These changes have promoted the transformation of the packaging industry.Packaging is no longer just playing the role of protecting goods,but more and more beautiful and gorgeous.It has become a means for enterprises and brands to maximize their commercial interests.Consumers’ impression of "beautiful" packaging design only comes from the judgment of physiological instinct level.In fact,the design of exquisite packaging lacks the support of national traditional culture connotation.Excessive packaging leads to the cost of packaging is greater than the value of goods,such a phenomenon is not rare.Therefore,in order to solve the problems of over packaging and lack of cultural connotation in China’s packaging design,we must excavate the cultural elements of our nation and apply them to the design.Starting from the traditional Chinese "simplicity" culture,this paper attempts to explore the relationship between the emotional level and packaging design under the concept of "returning to simplicity" from the instinctive level,behavioral level and reflective level of emotional design,so as to make the modern packaging design meet the basic functions and satisfy the aesthetic taste of consumers The concept of "returning to simplicity" is advocated in the aspects of material and modeling,so that the packaging design can meet people’s higher spiritual needs.First of all,this paper discusses the content of "simplicity" aesthetic culture and its manifestation in different art fields;The social environment of modern packaging design,the main problems and solutions.Secondly,it explores the emotional relationship between the concept of "returning to simplicity" and modern packaging design,and the feasibility and necessity of emotional design.From the appearance,function and consumer emotional satisfaction of packaging,it summarizes the emotional expression of the concept of "returning to simplicity" in modern packaging design;By analyzing the expression of the relationship between "soul" and "material" in modern packaging design,and the relationship with the concept of "returning to simplicity",this paper constructs the model of "returning to simplicity" in packaging design.Under the guidance of the methodology of emotional design,this paper summarizes the three aspects of nature,emotional experience,beauty and use,and puts forward the application framework of "returning to simplicity" concept in modern packaging design.Finally,through the design practice of pastry packaging,the paper demonstrates the feasibility and necessity of the concept of "returning to simplicity" in pastry packaging design,seeks the development path of packaging design with unique Chinese traditional cultural characteristics,and provides new ideas for diversified modern packaging design.