1 green design (ecological design) green packaging refers to "designing commodity packaging from the perspective of environmental protection". In China's future commodity packaging design, green design should be the basis of design.
2 High-tech design It is predicted that the high-tech design of commodity packaging design in the information age will be embodied in: computer-aided design, computer-aided manufacturing, intelligent mechanized methods (advanced artificial intelligence), information design, virtual design, robot design, high-tech materials, advanced manufacturing technology, integrated design, plateless printing, binding and packaging technology.
3 immaterial design
The general trend of design development in 2 1 century is immaterialization, which is the characteristic of information society and provides immaterial products and services. With the continuous improvement of China's overall informatization level, the technology-centered society has gradually changed into a society centered on intelligence and information. This society is called the intangible society, also known as the "art society", which pays more attention to the spiritual and artistic expression of design products. The post-modern design that has emerged has some characteristics of immaterial design.
4 symbol design
In the future commodity packaging, we will pay more attention to the internationalization and internationalization of symbols.
5 Traditional culture and modern style coexist
Style is the theme of future commodity packaging design, and any commodity packaging pays attention to style. National style, international style, commodity and culture, inheritance and innovation, and appealing to both refined and popular tastes will become the styles of commodity packaging design in the future, and tradition and modernity will coexist. The characteristics of products must be consistent with the style of commodity packaging.
6 scientific nature of function
The scientific function of commodity packaging includes physical function, physiological function and psychological function. The scientific and physical function of commodity packaging is mainly to protect commodities.
7 humanized design
Humanized design includes physiology (material) and psychology (spirit)
In two aspects, the humanized design of commodity packaging in the future pays more attention to spiritual needs. From neglecting packaging to over-packaging, China's commodity packaging has gone through such a process. The humanized design of commodity packaging should not only meet the psychological needs, but also meet the psychological needs of people of different cultures, nationalities, regions, genders and ages. In the future, commodity packaging will pay more attention to the individualization of packaging. Personalization of packaging should be honest and true, not false and deceptive. It is the pursuit of individuality, not the pursuit of high-end. The richer the material, the higher the requirements for immateriality and the higher the living standard, so we can't tolerate monotonous and personalized commodity packaging design. In the future, the packaging of goods will be frivolous, which will not pollute the environment or cause mental pollution.
The history of packaging design
Packaging in the Handmade Age
The original packaging of human beings is undoubtedly to protect products and facilitate storage and carrying. ......
Bronzes and painted pottery can be said to be the earliest packaging forms. The early packaging was characterized by the use of various natural materials, which was caused by the development of productive forces at that time. It used local materials, but inadvertently protected the ecological environment of nature. Because many parts of natural materials can be reused. In modern ethnic minorities, people use a lot of bamboo, wood, all kinds of grass, plant leaves and packaged goods. In the handicraft era, many simple packaging styles of stored goods have been created at home and abroad, such as traditional wine packaging and red labels in China, which are matched with various jars to form a specific wine packaging color tradition in China.
By the early stage of the industrial revolution, many packages had reached a fairly high level, but illustrations and text arrangement were not really separated.
Packaging Design in Art Nouveau Movement Art Era
1The appearance of various printing machines and the invention and perfection of printing technology at the end of the 9th century and the beginning of the 20th century made great progress in the design and manufacture of packaging. At the same time, new artistic schools and styles in Europe are constantly emerging, which not only affects the design of architecture, painting and various handicrafts, but also promotes the development direction of packaging design. The most typical styles are Art Nouveau and Art Deco. The characteristic is that the design emphasizes decoration and symbolism.
The application of various decorative patterns has added many elegant and beautiful texture effects to the packaging industry, greatly enriching the expressive force of the design. Many packages adopted the fashion illustration method which was very popular at that time, which was concise and highly decorative. For example, the "GITANES" cigarette designed by 1930 adopted ink-jet printing technology, which is the representative work of packaging design in this period. Before liberation, the cigarette packaging on Shanghai Yuepai was very decorative and symbolic. Such as "camel brand cigarettes" and "blue arrow chewing gum".
Under the condition of planned economy in China, the promotion of packaging market is not well understood and the design concept is quite backward. Just regard packaging design as a kind of "decoration", use a lot of decorative patterns in the design, simply pursue decorative effect, and draw beautifully, but you can't see anything in the packaging, so designing packaging becomes painting packaging.
Function Determines Form —— Modernist Design Thought
Modernist design thought has a great influence and dominated the history of world design development for a period of time.
Emphasize the functionality of design, advocate "function determines form", and design must first solve the problem of function. Every visual element on the package should have its own function and function, and the information above is simplified to the most basic element-brand. Product name and product image, at the same time, trying to remove all kinds of factors that hinder visual communication or useless, so that the function and expression form are highly unified.
In terms of visual expression language, the use of decorative patterns is opposed. Think that decoration is useless visual pollution. Modernism mainly uses geometry and photography as its main expression language. By simplifying the packaging picture, it has created many very simple packaging styles with strong visual power, such as Marlboro cigarettes.
Modernism has a great influence on modern design, not only in design style, but also in the theoretical concepts of packaging and graphic design. Modernism urges people to think and analyze how to give full play to its functions under the realistic market conditions, and the information configuration on packaging is scientific and regular. Information should be different in image size and intensity according to its importance. They should form a certain visual process to guide the audience to understand, for example, for a box package, the six sides of the package have different functions in visual communication. The main facade, that is, the face facing the audience, should carry some important information. "Product image, product brand" can add major information such as product description to other facades.
Packaging design under the guidance of CIS
In 1950s and 1960s, many countries in the world implemented a new business strategy, which is CIS- enterprise identification system.
The appearance of corporate image design is due to the needs of enterprise management and market competition. At this time, the packaging design has undergone fundamental changes. For the whole corporate image, packaging design is no longer an isolated point in the traditional sense, but is related to the line and surface of corporate publicity and promotion plan. Designing a package should not only solve the problem of its own image and information configuration, but also reasonably solve the relationship with the whole series of packaging and the relationship between packaging and the visual image of the whole enterprise.
Nowadays, serialized and standardized packaging is a necessary means for modern enterprises to manage and participate in market competition. It enables enterprises to display their own image and carry out promotional activities, which can not only reduce costs but also maintain high-quality visual quality. Imagine, multinational companies like McDonald's and Pepsi-Cola, if there is no standardized packaging design and production requirements, and local branches are fragmented, the image of Pepsi-Cola will be fragmented, and the quality of packaging and products will not be guaranteed.
The main characteristics of packaging design under the guidance of CIS are: using various visual design elements specified in CIS design to carry out serial design, which not only ensures the unity of visual image, but also maintains a certain room for change.
There are some individual examples in modern market competition, because the enterprise itself is formed by the merger of many small enterprises. So many of its products have established an image in the market and have a certain market share. In order to maintain the individuality of various products. Different types of packaging use different design elements, such as Procter & Gamble products, Uni-President and Master Kong, Blue Arrow and China Resources.
Postmodern design trend of thought
Origin and post-modernism in the 1960s are criticisms of modernism. In packaging design, postmodernism is more manifested as a tendency of packaging style. It is reflected in the regional characteristics and humanization in the design, and opposes the singleness and indifference of the expression language in the design.
Regionality is a problem that designers in many countries attach great importance to. Maintaining the cultural individuality of national design is an important aspect. National is the world's. Japan uses it very well in this respect. Many graphic symbols and calligraphy with oriental and Japanese characteristics are used in the design. It has achieved good results and won an international reputation. Western post-modernist designers find elements in the design styles of various historical development stages and then change and deal with them, which reflects the local culture of relevant countries from a certain angle.
Humanization is an important design tendency that designers are facing now, which refers to the use of various expressive languages with humor, comedy, nostalgia and local flavor to enhance the emotional appeal of packaging to consumers. In style, hand-painted methods are often used to make the graphics human, or printed patterns full of local flavor. For consumers, this kind of packaging is more "friendly" and "cordial".
Post-modernist design not only recreates the graphics of traditional themes with a new "deconstruction" method, but also uses various natural textures to make people closer to nature.
The problem that designers are facing now is-environmental protection packaging.
The initial practice is to put various environmental protection symbols on the packaging. In the mid-1960s, the words "Please pay attention to the cleanliness of the environment when discarding this package" began to appear on some packages. Remind people of their environmental awareness. In the future, this slogan will become some century-old symbolic symbols.
Specifically, environmental protection packaging is mainly reflected in several aspects:
Save materials 1
2. Improve the recovery rate and regeneration rate of materials, advocate the repeated use of materials, and regenerate materials.
3 materials are easy to destroy, and do not damage the environment.