Product Packaging Design and Folk Culture

The so-called product packaging design, it is the product of the conversion of goods into a link, is a direct package of products and enhance the value of the goods of a decorative arts. From the point of view of marketing, product packaging is a kind of decoration design that can reflect the characteristics of products and meet the buyer's desire for certain psychological requirements. It is a product of the product image, market, marketing, and cultural communication. China is a large multinational nation with a long history and a vast territory. Because of the geographical location and natural environment of different ethnic groups in different regions, customs and habits vary greatly, resulting in quite distinctive folk culture. These products have been fully reflected in product packaging design. As part of the corporate culture, product packaging design has both its practical functionality and its cultural and artistic qualities. Since there is cultural and artistic quality, it cannot be separated from folk or nationality. Therefore, the folklore packaging design has the function of directly and indirectly demonstrating the value of commodity culture. Through the transformation effect of packaging cultural value, people can resonate in spirit, and then satisfy the psychological and physiological aesthetic needs of people. The impact of folk culture on product packaging design is mainly reflected in the application of image language of product packaging. The image language of product packaging includes various factors such as type structure, pattern graphics, text art, product name, and color application. The body structure occupies an important position in the entire packaging design system and can be said to be the basis of packaging design. Folklore and folk forms of certain objects have gradually become a material and typical model image in the process of their being transferred, which has played a role in passing on certain cultural symbols. This is a transformation process of folk culture in design, which directly affects people's aesthetic needs. For example, imitating folk custom hoists, dragon lamps, dragonflies, and statues, etc., to design the packaging image of wine containers, not only the appearance of the image is inherited, but also contains the meaning of folk culture. Pattern graphics are commonly used as a decoration technique in product packaging design. Good packaging design pattern graphics are not only advertisements for contents. Moreover, in the display of national style, it also plays an imperceptible artistic effect. Many folk pattern graphics have been popularized in folk customs, and have auspicious patterns of potential laws and functional meanings, enabling people to understand at a glance. In the packaging design commonly used pattern graphics are dragon and phoenix, unicorn, Pisces, cranes, dragonflies and lotus, Fu, Lu, Shou, God paintings, lotus boxes, Facebook, clay figurines, couplets, shadow, batik art. They can not only reflect the unique patterns of Chinese folk culture. And increased the cultural flavor of commodity packaging. Text image design is also an important part in product packaging design. Sometimes packaging design can be without a graphic image, but it cannot be without text. Text is an indispensable ingredient in the delivery of packaging information. Many good packaging pays great attention to the design of the text, and even completely decorates the screen with text. The ancient hieroglyphs in China have a long history. The fonts are very varied in shape. They are both words and signs and figures. In Chinese folk culture, many texts and combinations of processed words are not only symbols but also graphics. They are a combination of figurative and abstract art, and also a symbol of multiple meanings. Many product packaging designs use text and patterns to express people's good feelings and desires through the implication or homophony of certain natural objects. For example, the application and combination of Double Happiness, Fortune Fortune, Feng, Fu, Lu, Shou and other Chinese graphic arts have been used extensively in product packaging design, and have become a specific symbol and deeply rooted in people's minds. “If the name is not correct, then it is not correct,” and it is a common mentality for every nation to have an auspicious picture. Therefore, the importance of the design of the name in the entire product packaging design is self-evident. The name design of the product should be as accurately coordinated as possible with the product's attributes, people's pursuits, and social cultural conventions. If you are skeptical and far-fetched, it will inevitably lead to less effective work. In the packaging design, we can use the proverbs, homophones, auspicious numbers, etc. that embody folk culture to name the products. The naming of brands such as Double Happiness, Golden Dragon Fish, Jinliufu, Yipinmei, and Wangwang has enabled people to generate a sense of association and an aftertaste, which not only embodies the metaphorical features of folk language and characters, but also deepens the consumer’s product brand. impression. As a design language, color is the most visual impact in the field of packaging design. It is an important element of product packaging and decoration, and it is the soul of sales packaging. It is an important means to promote corporate and product image. In the folklore packaging design, the expression of color is mainly reflected in the symbolic, associative, aesthetic and other factors. The symbolism of color is a kind of conceptual color, which is mainly used to express a product's mental attributes or a certain brand of ideas. It does not directly imitate the color characteristics of the content. In the packaging design of folklore, symbolism focuses on the normative nature of ideas and certain folk consensus, such as red, yellow, green, gold, and silver are the colors of the auspicious celebrations, especially the red color. No nation is like us. This loves red. The love for red has long surpassed the aesthetic meaning, and the symbolic meaning conferred on it has already melted into our blood—jubilation, warmth, and even loyalty. Associative is to use a certain color expression to stimulate and induce the audience's thinking and understanding. For example, we can think of auspiciousness, happiness, warmth, upwards, reunion, reproduction and reproduction, and driving colors to avoid harm. From yellow to rich, royal, majestic and so on. Aestheticism is to display the unique charm of a product through a certain color expression, make people have emotional resonance, give people a good artistic enjoyment, and thus play a subtle aesthetic role. There are many gorgeous and beautiful color combinations in the costume design of our country, which can particularly reflect the aesthetic taste of our nation. Such as red and green combination, black and white combination, black and red combination, gold and silver combination and so on. Therefore, these folklore color expression forms, as a carrier of time information and spatial information change, are transplanted to packaging to reinforce the time value and space value of modern goods. There is a corresponding relationship between improving the credibility of companies and promoting the rise of the cultural value of goods. In short, only the nation is the world. In product packaging design, we need to understand what the geographical characteristics of the products we are designing are, what folk culture is, what are the taboos in folklore and what the totem or mascot pattern representing a nation is, etc. In the actual design work, all Can be used skillfully. In addition, in the use of product packaging design, it is necessary to pay attention to the internal relationship with the expressed theme. If there is no such connection, it will be a joke to insist on lauding the Lang. Therefore, as a packaging designer, not only should packaging design have a beautiful appearance, but also should make the design highlight the characteristics of folk culture. If there is no cultural taste, folk taste, this packaging is a body without a soul, a visible Zombie. Therefore, only by continuously digging deep and extensively from the treasures of China's folk customs and folk culture can we make China's packaging design a new splendor. Reprinted from: Movie Review Author: Zhuangzi