[Key words]: Traditional Chinese cultural elements Modern design Packaging design
Foreword:
The Chinese nation has a long history of more than 5,000 years, and the cultural tradition is in the same line and has never been interrupted. It is based on this factor that the Chinese people have a soft spot for traditional culture, and Chinese traditional culture has a tremendous and profound impact on all areas of social development. In art, it is even more beautiful. For example, the freehand brushwork and lyrical expressions in Chinese ink paintings, and the expressive techniques used in the Chinese calligraphy art are all concrete manifestations of the great Chinese cultural heritage and have intrigued countless people.
However, due to the continuous influx and infiltration of various new trends of thought in recent years, it has affected our inherent values ​​and aesthetics, making our works more and more deviated from the traditional ethnic individuality. If we do not add to the traditional culture, it will lead to the stagnation of the development of modern design with Chinese characteristics. Therefore, how to understand the relationship between traditional Chinese elements and modern design and make them more widely and deeply applied in modern design is a new topic that we face today. In this regard, I did a survey of the use of traditional elements in packaging design and compared them.
I. Integrating traditional Chinese cultural elements into modern packaging design
When designing the questionnaire, I first considered which of the traditional elements of China are, and how much time and interest the audience has come into contact with packaging design. The second is understanding the source of the audience's awareness of packaging design, and what effect modern packaging design has on audiences. Once again, it is how real-life tea packaging, wine packaging, and moon cake packaging use traditional elements, what their design styles and expression techniques are, and the judgment of the psychological analysis of packaging elements in the visual communication audience.
The questions that need to be addressed in the survey are as follows: This is a survey of the audience's consumer psychology in the visual communication of packaging design. The questionnaire selects common problems in visual communication for testing. What is the packaging design? What are the characteristics of the current packaging design? What exactly do consumers need? What is the habit and mental state of consumers who play a decisive role in modern packaging? The question of how to recognize traditional elements and modern packaging design is judged. I chose large shopping malls and large supermarkets as the survey sites. Salespersons from the tea, wine, and moon cake industries and the students and friends around me were the respondents. At the same time, some advertisement pictures and information such as tea packaging, wine packaging, and moon cake packaging were selected for viewing by the testers (with photos). Through the analysis of the respondents' understanding of the ratio of traditional elements, I was able to package audience psychology in visual communication. With a deeper understanding.
Respondents' statistics on the ratio of traditional elements in modern packaging design: 51% of the Chinese characters used in packaging, 11% of Chinese-style graphics, and 4% of seals and seals There are 17% of the traditional graphic symbols, and other traditional elements account for 12% of the modern packaging design. The following will be an example I selected for analysis.
Graphic design is a social and cultural activity, and it is a manifestation of social economy and culture. It not only appears in a physical form but also in a cultural spirit. Under the influence of globalization, graphic design has become an indispensable common language for all human beings to carry out social activities, ideological exchanges, information dissemination, and emotional communication. The "worldly" connotation of design should be a product of a high degree of fusion of traditional elements and characteristics of the times. It should be the generalized extension of national style and national spirit in a particular era.
The Chinese traditional view of art is different from the West's emphasis on the visual and vivid aesthetic taste, but on the artistic conception, it pursues a romantic and elegant realm of “big skillâ€. The ambiguous and ambiguous aesthetic effects of the works of the work make the Chinese traditional cultural elements more fused into the modern graphic design. I think that the packaging of tea, wine, and moon cakes in China's packaging design is the most representative. It is mainly from these three aspects to investigate and analyze the application of Chinese traditional elements in modern packaging design.
(1) Application of Chinese Traditional Cultural Elements in Modern Tea Packaging Design
1. Chinese character calligraphy is a writing form of Chinese characters and the essence of Chinese culture.
The Chinese character calligraphy body includes several types of Oracle, regular script, official script, regular script, cursive script and running script. Because people have a strong ability to accept and appreciate traditional calligraphy, calligraphy has become an important traditional element in modern design and has been widely used. After a long history of refinement, Chinese texts are still filled with exuberant vitality and unique artistic charm. The special effects of ever-changing Chinese calligraphy provide more visual experience for packaging design.
In modern tea packaging design, text is an essential part of conveying product information. Good packaging attaches great importance to the design of the text. Excellent text design can convey the attributes of the product, and can make its unique visual effects appeal to consumers. The attention of the person. Tea culture and Chinese character calligraphy are both symbols of the Chinese nation. The appearance of the first “tea†character in Chinese characters is written in the calligraphy style. Therefore, using the calligraphy font as the visual element of tea packaging is indeed just right. Tea is the best match for nature. It has a long history and a deeper tradition. In the long river of years, the fragrance and elegance of tea combined with the individuality of the Chinese nation has become an important traditional element of China. (Picture 1--6)
2. Chinese painting is a splendid cultural gems of the Chinese nation. It is a matter of friendship, and I have forgotten both things, with a transcendental craftsman, on the verge of vientiane. This realm coincides perfectly with the transcendental artistic conception that tea culture conveys.
Tea has always been indissoluble with scholars and scholars, ancient poems: "This thing is unfathomable." If you want to create an atmosphere of “clearness,†of course, it is none other than Chinese painting. Therefore, in modern tea packaging design, there are a lot of Chinese paintings as the main figure. Such as "Tieguanyin" packaging, the graphic is the landscape of Chinese painting, display tea culture, graphics and cut into the attributes of goods, reflect the cultural taste. It also shows that the tea packaging is crafted on Chinese paintings, and that traditional geometric patterns decorate the figure, reflecting the characteristics of tea culture from another angle. (Photo 2)
(Picture 1) (Picture 2)
3. The traditional Chinese cultural symbol - seal (Shadowprint) as the main motif, the ancient Indian letter implies the solemn commitment of the ancient Chinese nation with thousands of years of honest tradition. The product of the seal engraving art, "Indian", is both a solemn agreement and a commitment to integrity. Used in tea packaging is a guarantee of tea quality. (Pictures 4 and 5)
(Photo 3) (Photo 4)