2 Traditionally used cultural elements of traditional products
The packaging of a good traditional product is to attract people with traditional cultural material with a high cultural taste and a high degree of aesthetic sense. After careful design, it is designed to convey product information to consumers and promote sales. The creative "vocabulary" of consumer services. To design such a "vocabulary", it is necessary to fully exploit the traditional cultural elements associated with the traditional product as a packaged object to carry out creative ideas. The traditional cultural elements mentioned here refer to the specific forms of traditional culture, such as the traditional Chinese calligraphy (the different styles of Zhengzheng, cursive, official script, regular script, etc.); Chinese painting (different styles of brushwork, freehand brushwork, ink paintings); New Year Pictures (such as Tianjin Yangliu Youth Paintings, Suzhou Taohuawu New Year Paintings, etc.); prints; sculptures (wood carvings, bamboo carvings, brick carvings, tile carvings, jade carvings, etc.); paper-cut arts of different styles; lacquer paintings, lacquer paintings; batik, tie-dyeing Art; Embroidery and more. We can generally consider the selection of traditional cultural elements from the following three aspects.
2.1 Considered from the use of packaging materials
In ancient times, the materials used for packaging were very limited, mainly using natural natural objects such as bamboo, wood, rattan, hemp, shells, gourds, coriander, reed leaves, and so on. Therefore, we can use natural materials to design and produce packaging with the original concept and local characteristics.
2.2 Considering the shape and structure of the package
In the form and structure of packaging, we can draw lessons from the traditional construction, transportation, furniture, daily necessities, entertainment products, stationery, sporting goods, religion, and other articles that have artistic value and appreciation value, and are more in line with the objects to be packaged or Packaged objects have more closely linked feature features. The design should pay attention to the beauty, uniqueness, exquisiteness, scientific structure and firmness of the structure.
2.3 Consider the form of decoration
Apply a variety of related traditional visual art form graphics, such as Chinese calligraphy, Chinese painting, sculpture, paper cutting, embroidery and other arts and crafts such as drama, costume, masks and props, weapons, construction, furniture, daily necessities, textile printing and dyeing and other items. Pattern patterns and colors, as well as illustrations, book publishing, binding formats, etc., of content scenes in classical texts, folk traditions, mythological stories, etc., as long as they are closely related to the contents being packaged and are used properly, Can be used as a form of decoration for traditional products.
3 The traditional product design should take into account the current sense of the times
Traditional product design should also take into account traditional styles and current times. The era in which we are today has entered the era of highly-developed microelectronics and high-capacity information technology. Many things and things that we thought were impossible in the past have become a reality in modern times, especially since China adopted a policy of reform and opening up to the outside world. Many advanced cultures and technologies in the world have been continuously introduced into China, and have gradually been used by China and China. The outstanding traditional cultures of the nation have been merged together and gradually formed the cultural status of the country in this new era. This is an inevitable result of history. The ideological consciousness for seeking new ideas and seeking beauty is shared by mankind, and it is thus possible to promote the continuous progress of society. Only in line with the pulse and rhythm of the times, innovation, traditional style packaging design will have infinite vitality and new artistic conception, in order to be accepted by contemporary people.
To reflect the current sense of the times, you can generally consider from the following aspects:
3.1 Considering the design of the composition and graphics
Different from the traditional compositional forms, such as balanced, scattered and interspersed styles with concentrated corners, splitting styles, dense contrasts, and inspirational moods, etc., with a modern style of composition, can be more clearly presented to consumers. To convey today's sense of the times.
3.2 Considered from the layout of the design
Use more modern text formatting, such as Qibian, Qi axis, oblique row, grass row, multi-row grass row, image, insert, step, gradient, cross-style layout , can reflect today's sense of the times.
3.3 Considering the design of the font
The text on the packaging can use modern fonts, such as New Songs, New Hessian, Comprehensive Body, Amber Body, New Wei Body, and various variant art characters designed by oneself. It can also use various fonts in foreign language or Pinyin. To reflect today’s modernity.
3.4 Considering the structure and shape of the packaging
The structure of the packaging can adopt modern structures such as portable, sister, display, modular, rotary, easy-open, analog, heterogeneous, and POP-focused.
3.5 Considering the Use of Performance Techniques
Such techniques as color or black-and-white photography using various performance techniques, high-tech computer production, and imitation of natural forms can easily reflect today’s modernity.
"Package design has its own unique form of art. It conveys product information to consumers through visual communication elements. This information reflects the basic conditions and characteristics of the product. However, for modern packaging, it is necessary to give the spirit of packaging. Reflecting the designer's thinking and the expressed design culture and design style, it is necessary to have a highly uniform appearance and connotation, while for traditional packaging, traditional art provides a broad stage for designers and many excellent packaging designs. After many years of work, the work is still remembered by people. The main reason is that designers have grasped the emotional needs of consumers."[2] In the process of analyzing traditional product packaging creativity, it is not only the designer's own artistic accomplishment. The request also requires designers to care for consumers, care about society, and care about the evolution of trends in international design trends. Only in this way can we design works with certain creativity and influence to visualize and popularize traditional arts. To the effect of assimilation, achieve strong appeal effect and promotion effect. The rational use of traditional culture is a creative channel, but it is not unique. Packaging design itself requires designers to use graphics, text, color, and layout in a comprehensive manner on the packaging screen to make it logical and display functions. , and can make people stoop to think. Therefore, no matter what kind of creative or design channels, it must be combined with the national culture and art; it should be combined with human emotions and hearts, communicate with the market, and communicate with the consumer culture.