Innovation of the soul of the hottest commodity pa

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Innovation of the soul of commodity packaging design

with the continuous development of China's economy, people's living standards are changing, people's aesthetic concepts are changing, and people's requirements for life are also changing. When the experimental machine or equipment is turned off, it suddenly stops automatically. Consumers' love of the new and dislike of the old commodity packaging, as well as their new understanding of the brand, are related to the advancement of packaging design, where innovation is the soul. In particular, Chinese enterprise brands have begun to move more and more towards the world market

design innovation is a hot topic in the design industry. Truly innovative packaging design should be appropriate, perfectly realize the creative intention, reflect the characteristics of the times, endow design culture and national style, including enterprise essence and product characteristics, make people convinced, and can instantly resonate with consumers

packaging and decoration design is not only about beautiful appearance, but also about introducing the characteristics of products through visual images. Establish and stabilize its positioning in the market, and finally achieve the purpose of improving sales. A successful packaging design can lead enterprises into a new development process and open up a new market. Therefore, innovative packaging design is not just a beautiful decoration. The functions it contains play an important role in the highly competitive market. A perfect and successful packaging design will not happen by chance. It must be the result of the joint creation of visionary entrepreneurs and excellent professional designers

innovation consciousness is an important link in the design concept. Innovation consciousness will never sleep. But the success of packaging design can promote the greater success of marketing. For example, the packaging appearance of "recoverable" adopts the indigo tone, and the color association comes from the Chinese blue printed cloth, which is expressed by the small freehand brushwork of Chinese painting. The whole image is both traditional and modern, with simple and elegant colors and no lack of trends. The main body and symbolic graphics of the "recoverable" sign are eye-catching (see Figure 1). The success of "recoverable" is not only the success of sales, but also the success of packaging. But how many products in the market have no good sales performance due to the failure of appearance packaging design and the lack of innovative ideas, coupled with the lack of marketing ability, the failure of products is doomed. The innovation of commodity packaging design should clearly convey the message, express the quality, be unique and outstanding, appropriately express the market positioning and stimulate the senses, and contain rich design culture

design culture is the basis of packaging design innovation. Design innovation can only have a market if it is based on culture. Our emphasis on culture in design innovation is to make the visual language more emotional, more connotative, more understandable and more personalized. For example, the logo of Phoenix Satellite TV Chinese station borrows the traditional dragon and Phoenix graphics, and uses the unique structural form of "happy meeting" in China, reflecting a thick cultural heritage, while the relatively round wings of Phoenix and bird are very dynamic, It embodies the characteristics of modern media (see Figure 2). The logo design of Beijing 2008 Olympic Games bid also integrates the connotation of ancient Chinese calligraphy and martial arts culture (see Figure 3). For a long time, our art design education focuses on aesthetics and skill education, and the social guidance of art design makes our designers not pay attention to the vitality of design art - innovation. In an environment where designers have lost their sense of innovation, how can we talk about the progress of public thinking, even the progress of science and technology? Today's society is dominated by economic challenges, and the lack of innovation consciousness means the loss of the opportunity to win. Packaging design, regardless of China's foreign, historical, modern and respected packaging, is achieved with healthy, positive and rich cultural connotation. Packaging design is also a part of corporate culture. Packaging without cultural flavor is like a body without spiritual soul, a tangible and godless zombie. A good packaging design must show the internal spirit of the enterprise and form a unique corporate culture. The Institute shall provide qualified enterprises with information on the demand of weapons and equipment for new materials, and the packaging design shall have international cultural vision, Chinese cultural characteristics, and meet the needs of the era of knowledge economy. Only with culture can we innovate on the basis of culture; Innovation can further promote the development of design culture

the innovation of packaging design should be rooted in the soil of the nation. As a part of corporate culture, packaging design is both practical and artistic. The innovation of packaging design is inseparable from folk custom and nationality. We talk about packaging innovation, which is based on the long history of national culture behind us. The success of Hong Kong designer Chen Youjian lies in rooted in national culture and grasping the cultural essence of the Chinese nation (see Figure 4). In the design innovation, those with national characteristics often reflect the uniqueness of packaging personality, and have obvious regional characteristics. The main patterns of "Ashima" and "Hilton" packaging have obvious regional and folk characteristics; French "brandy" and Chinese "Moutai" also have distinctive national characteristics in packaging; Similarly, "Jianlibao" in China and "Coca Cola" in the United States also have the same merits. The innovation of packaging design is the inheritance and development of national characteristics. Every nation has its own characteristics: Americans' luxury, boldness and innovation; The classicism, conservatism and luxury of the British; The shrewdness and elegance of the Japanese; Germans are calm, implicit and rigorous; The romance of the French and the imagination of the Italians can be seen at a glance. The cultural origin of our Chinese nation cannot be covered up. What is national is the world. Firmly grasp the regional characteristics of national culture, skillfully use the Chinese market in the design, and use the internal connection of the expressed theme. Pay attention to the innovation of product packaging and design. The traditional design symbols of our nation always have some permanent themes, such as dragon, Phoenix, lion, cloud pattern, thunder pattern, vortex pattern, etc., and their forms of expression, that is, their modeling methods, often have distinctive characteristics of the times and national and regional characteristics with the replacement and transformation of each historical Dynasty. For example, the image of dragon in traditional patterns is different from Dynasty to Dynasty and has changed from generation to generation. The primitive dragon is ancient and clumsy, the mysterious and solemn Kui dragon on the bronze ware in the slave society, the galloping and elegant dragon in the Han and Wei dynasties, the full and magnificent dragon in the Sui and Tang Dynasties, the standard and solemn dragon in the Song Dynasties, the vigorous dragon in the Yuan Dynasty, and the cumbersome and dignified dragon in the Ming and Qing Dynasties. This extension of "form" is the inheritance and extension of the national motif, is also the national soil for packaging design innovation, and is a new form given by the new aesthetic concept of the new era

market awareness and advanced concept are important prerequisites for packaging design innovation. Market economy is a competitive market, and consumer demand is diversified. Packaging design is not only to convey commodity information to meet the basic consumption of consumers, but also to enter the potential consciousness of consumers. The main goal should be to cater to the market, people's aesthetic concepts and consumer psychology. Designers must enter the market, understand the market, be familiar with the market, grasp the context of the market, find new highlights of design from the market, and find the artistic language of innovative design. Such packaging design works must follow the market and meet the requirements of the market. Market conscious packaging design can also create popularity. Popularity is independent of the market and has a great impact on the market, so that the market must obey popularity. The market is a competitive market. Whoever has an advantage in popularity can take the initiative in the market. If packaging design can be close to the market, improve the artistic value of products, adapt to the pleasure of the market, and organically combine the innovation orientation and market orientation of packaging design, a popular market effect may appear

packaging design can keep up with the development of the times only if we firmly establish the awareness of the market and have advanced ideas. Sony Corporation of Japan first put forward the principle of creating market and dominating the market in terms of design concept. This concept is completely based on people's potential needs to actively explore the market and guide consumption fashion, which is the perfect embodiment of the advanced consciousness. For packaging design, it is always young and full of vitality, and it will always be the leader of the market. The packaging design innovation of products is fundamentally utilitarian in order to win market share

we emphasize the advanced concept of designers, which can make packaging design go ahead of the market and the times with products. Making things behind closed doors is not about innovation. We have to go to society, enter the market, innovate in comparison, and take a road that others have not taken. Innovation lies in thinking more, thinking more, daring to think and imagination. For the packaging designed by ourselves, we should think more about the composition of driving mechanism: electric cylinder with ball screw driven by servo electromechanical system as the core, and think more about ideas and schemes. It doesn't matter to use various forms of design thinking, even whimsical. In addition to daring to think, we should also be good at thinking more, creating new ideas, inspiration and new ways of expression. Nowadays, with the rapid development of science and technology, the continuous deepening of commodity production and modern market economy, our packaging has also shown a new trend. Such as series packaging, combination packaging, easy to carry and open packaging, promotional packaging, etc. If we lack market awareness and advanced ideas, how can we start our packaging design innovation

the innovation of packaging design is often the perfect embodiment of original thinking and innovation in the throes of self denial. Most people who engage in art design can better find the designer's distinctive personality and unique design style in the performance process of works, which is the result of the designer's innovative consciousness. Packaging design has its practicality, visual artistry and originality. Packaging in Japan, Taiwan, Hong Kong and Western Europe is not difficult to find its obvious personality style and regional characteristics. In particular, Japanese packaging design is very distinctive in uniqueness and personalization, and even a designer has a style feature. From this point of view, when we talk about the innovation of packaging design, we first require designers to have an original consciousness. The formation of original consciousness is not an occasional flash of inspiration, but also established through years of observation, understanding, collection, accumulation and thinking. He is neither imitation nor simple superposition. It's right to inherit and learn from the success of predecessors, but it's wrong to fall into imitation of Chen style. Qi Baishi said, "those who learn from me live and die like me." What we emphasize is that designers should have original ideas, dare to take a new path, and highlight their unique personality. Only through innovation can design maintain its vitality and market share. Originality in the final analysis is continuous exploration, continuous discovery and continuous innovation. Of course, sometimes the process of innovation is also a process in which designers constantly deny themselves and then constantly create themselves, just like Phoenix Nirvana. The self denial and self creation of packaging designers mainly refer to the negation of ideas and design methods. To be unconventional means not to stick to traditional rules. To open a new way is to be constantly new in constant change. Seek development in constant innovation, seek new breakthroughs in design, and break into the forbidden zone that others have not set foot in. Innovation, for designers, should be an endless pursuit

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