Multi-phases Deduction Of Packaging Design Methodology Based On Deconstruction Of Artistic Conception

In the creation of packaging design,the artistic conception is one of the significant theory inspiration.However,in relevant application area,its study is behind the practice in terms of the significance.This article is based on the existing artistic conception aesthetically theory,to summarize and conclude the methods of construct the artistic conception,and extend it to the area of packaging design.This article traces the history and the philosophy foundation,including “the Unity of Heaven and Man”,“the theory of the words,the body and the spirit”,“the Golden Mean” etc.Based on these I bring up the bi-deconstruction of the artistic conception,which consisted of the abstraction of “feeling” and “scene”.After reading lots of literature,the representation of artistic is an end-to-end closed cycle,like everything in the world has its own start and end.From the objective scene to subjective feeling,by mixing them together to form the artistic conception expression,it’s what we call the bi-deconstruction and the re-construction of the artistic conception.This is to determine the nature of the artistic conception,which is the foundation of the methodology in this article.Under the opinion of the bi-deconstruction of the artistic conception,I start to form the framework of the methodology.By analyzing the structure of “start” to“reveal”,in other words,how to find,abstract and represent beauty,the possibilities of multi-phases deduction between the process,from perception to representation of the packaging design,of the artistic conception are revealed.They include but not limited to “object perception”,“object observation”,“meditation”,“scenario construction”,all of which belong to different phases of the concept groups,for instances,observation,perception,thought or expression.In each branch I explore their patterns of representation and mechanism of aesthetics.In the trunk of the feeling and scene,different branches have different layers of deductions.With the foundation of this tree structure,I clarify the framework the multi-phases deduction of the packaging design methodology,basing on which to study the detailed methods of the artistic conception construction.I demonstrate the different features of the methods of the artistic conception construction by the two dimensions of “feeling” and “scene”,in other words,by using“sense of style” and “functionality,technology” to clarify.Among these methods,the feeling dimension includes folklore,emotion,culture etc.and the scene dimension includes texture,material,craft etc.They are not conflict to each other,instead,they are the two aspects of the same thing which contains outer shape and inner form.All these elements can be filtered and combined under the framework of multi-phases deduction,which is the method of the method of the bi-dimension artistic conception constructionThis article takes two cases of the packaging design,which are related to different dimensions and using different design methods,to further prove the theory framework of the article.The case related to “feeling” is the packaging design of rice wine,“White Crane Sky” from Yoshiaki Irobe.By comparing to his thoughts,it matches my theory framework.And the case related to “scene” is the packaging design of AR box.Its way on using the new technology to represent the design thoughts exactly demonstrate the rationality of the design method from another dimension.From these two cases,we can see that the spectrum of the artistic conception construction,“feeling” and “scene” are two ends,and in the packaging design,the designer can based on the product’s nature to find the best design balance among this spectrum.I also apply the methodology to my own packaging design for Dark Tea.With the spirit of mentality,aesthetics and interaction,I practice the multi-phases design methods of the artistic conception,to explore the extension and future of the aesthetics of the artistic conception in packaging design.