Application analysis of Chinese traditional elemen

Application analysis of Chinese traditional elements in packaging design

release date: Source: China Packaging Design Editor: Arnold browse times: 6983 copyright and disclaimer

core tip: with the advent of the digital era, packaging design is not only for transportation and promotion, but also has soft functions such as promoting corporate image. More importantly, after the formation of consumer society, people have higher requirements for the style of packaging design

[China Packaging News] with the advent of the digital era, packaging design is not only for transportation and promotion, but also has soft functions such as promoting corporate image. More importantly, after the formation of consumer society, people have higher requirements for the style of packaging design

I. Chinese traditional elements and packaging design

tradition, for human traditional culture, is the civilized achievements gradually accumulated by mankind in production, life and other aspects in the long historical period in the past. It is also the crystallization of existing human wisdom and the foundation for future generations to continuously inherit and develop the knowledge and skills of their predecessors

applying "traditional" culture to packaging design, expressing traditional culture with modern design techniques, raising traditional culture to a considerable height, and applying all levels of rough extraction and equipped with speed regulating devices to specific modern packaging design, endowing modern packaging with non-material functions from function to form, is the only way for China to move towards modern packaging

what are the specific Chinese traditional elements

1. Chinese calligraphy, Chinese painting, four treasures of study (inkstone, brush, rice paper, ink), seal cutting

2. Paper cutting, kite, shadow puppet

3. Dragon and phoenix patterns, Ruyi patterns, auspicious cloud patterns

4. Chopsticks, couplets, door gods, moon cakes, Jin Yuanbao

5. Painted pottery, purple clay pot

6. Embroidery, Chinese knot

7. Oracle bone inscriptions, bamboo slips of the Han Dynasty, Chinese characters

Yunnan fell 50 yuan/ton 8. Buddha, Taoist, guanyinshou Bagua

in addition to the above, there are many elements of Chinese flavor, such as Chinese porcelain, Peking Opera facial makeup, etc. China has 56 ethnic groups, each of which is distributed in different regions, with different national characteristics in each region, and each Chinese traditional element contains many different contents. To talk about Chinese elements, it is not explicable in this paragraph, but also necessary to experience and study them personally. At present, while China and the world have enhanced cultural exchanges, a large number of western design concepts and works have entered our vision and are loved by us. Some designers have been blown down by this powerful "westerly wind", blindly advocating western design schools and blindly imitating and learning western design. Some designers' skills are not in place. In a word of ordinary people, they are: foreign or native. To learn from others' strengths and make up for their weaknesses, Chinese designers should absorb the essence of western design, dig deeper into Chinese culture and art, and spread the Chinese packaging design to the world. Modernity and tradition are not separated, but infiltrated and integrated. Inheritance and transcendence are the way of combining with the trend

Second, the current situation of the application of Chinese traditional elements in modern packaging design

the packaging design of Chinese traditional elements is to endow traditional rhythms in words, graphics, colors and materials, supplemented by a certain arrangement design for the whole, and give new cultural significance to Chinese packaging design from the perspective of national traditional culture

(I) the application of traditional art in modern packaging design

paper cutting art, shadow puppet art, printmaking, calligraphy, traditional Chinese painting, etc. are all traditional Chinese arts with a deep flavor of life. By refining their elements, they have a certain commonality in modern aesthetic consciousness, so as to convey a spiritual connotation in packaging design

Chinese calligraphy is the essence of Chinese culture. Calligraphy has become an important traditional element in modern design. It is full of vitality and unique artistic charm

taking modern tea packaging as an example, both tea culture and calligraphy are symbols of the Chinese nation. The first word "tea" in Chinese characters appears, which is written by calligraphy font. It is appropriate to use calligraphy font as the visual element of tea packaging. Tea is the most natural thing. It has a long history and profound tradition. The packaging of tea uses this important traditional Chinese element to perfectly combine the fragrance and elegance of tea with the charm of Chinese calligraphy

traditional Chinese painting is a splendid cultural treasure of the Chinese nation. It is based on things and forgets both things and me. With transcendent craftsmanship, flying over Vientiane, the realm is exactly consistent with the transcendent and refined artistic conception that tea culture wants to convey

there is an ancient poem: "this thing is pure and lofty, which is unknown to the world." and "pure and lofty" belongs to traditional Chinese painting. Therefore, in modern tea packaging design, traditional Chinese painting is the main figure. When modern packaging design and traditional ink painting come together, its profound meaning shows the decorative nature, which reflects the unique visual effect and cultural heritage

(II) the application of traditional graphics in modern packaging design

throughout the ages, the Chinese people have created a brilliant national culture with diligence and wisdom, resulting in many auspicious graphics, such as dragons and phoenixes, kylin, lions, tigers and turtles in animal patterns; Plum, bamboo, chrysanthemum, peony and lotus with plant patterns; The door god and the God of wealth in the figure pattern; The auspicious patterns of Wanzi, Shouzi, shuangqian, Babao, etc. in the symbol patterns all express people's longing for a better future and joy of life. Chinese dragon and phoenix patterns have a long history. In modern packaging design, the successful use of Chinese traditional dragon patterns is the packaging of moon cakes, which integrates the image of the dragon with the traditional Mid Autumn Festival of the Chinese people. Its artistic language deeply attracts consumers. The Chinese auspicious figure "Tuan Hua" pattern and the buckle in the Tang costume are also cleverly integrated into the moon cake packaging, making it permeated with a strong traditional complex

(III) application of traditional colors in modern packaging design

if we stand far away from the goods, the color of the packaging is the element we can see best before we see the details, and the color is enough to foil the atmosphere of the whole goods. China has a unique color culture: cyan, which reflects the simple and dignified beauty of bronze watches; Red represents the joy of the nation; Yellow is the symbol of imperial power in Chinese feudal society

at present, the packaging of modern domestic alcohol is mostly designed with the help of traditional elements in terms of materials, shapes and colors. For example, the packaging color of "Fen Wine" comes from the color of folk blue and white, with blue as the main tone, which shows the long history of wine and highlights all the elegance and breadth of traditional elements

the 2002 China Star award-winning work "kangyongqian imperial crown wine", whose packaging color is mainly yellow, highlights the theme of the royal court

in modern packaging design, reasonable use of traditional colors and appropriate expression of the cultural connotation of colors can make the works exude national artistic charm

(IV) application of traditional materials in modern packaging design

with the improvement of people's living standards, consumers are increasingly yearning for green packaging and natural objects and nostalgic feelings are intensified. Packaging designed with bamboo, wood, paper and other materials is more popular than metal and plastic. This kind of packaging with regional characteristics is easy to make people feel friendly, which not only reflects the folk characteristics and local flavor in packaging culture, but also shows the green Natural connotation

modern packaging design made of traditional materials will give people the feeling of returning to nature. For example, the paper wrapping design of cakes for the new year, and the design of wine bottles made of clay or bamboo tubes, Wuxi steamed buns and other packaging forms "In fact, if the garbage is put in the right place, it means that the resources all reflect the deep folk flavor. The re integration of traditional forms and contents in the design is the inheritance and Transcendence of traditional culture in the true sense, which is more in line with the aesthetic taste of modern people.

the application of these traditional Chinese elements in graphic design is often pluralistic. This pluralistic and complementary design concept not only greatly enhances the sense of cultural massiveness, but also helps With the extension of modern design concept and the enhancement of visual appeal

third, let Chinese traditional elements be perfectly combined with modern packaging design

(I) understand Chinese traditional culture

the understanding of Chinese culture has been mentioned many times before, which is necessary. First, let alone how to apply Chinese traditional elements in modern packaging design, what is important is the understanding of Chinese traditional culture? Traditional elements are neither symbols nor props. They are a kind of culture, not a superficial rote. For example, the Chinese ink painting and calligraphy mentioned above are all Chinese in essence. Chinese calligraphy and ink painting pay attention to meaning, Qi and spirit, which are embodied in vigor, ethereal and elegance. The lightness and weight of each stroke all embody a profound cultural implication. Another example is paper cutting and woodcut New Year pictures, which are more common among the people. The pictures are taken from the life scenes loved by ordinary people. The forms are diverse and easy to understand, but the composition is rigorous, the lines are exquisite, and the perfect combination of parts and the whole is emphasized. For example, Buddha represents supremacy and wisdom in Chinese traditional culture, is the leader of all living beings, and represents the boundless power and auspicious artistic conception. The image of Buddha should be ethereal and boundless. If misunderstood, it is easy to deviate from the original artistic conception, neither fish nor fowl. Buddha is not random, so designers should be careful when considering this element. This requires designers to understand the product first, then look for Chinese elements that can represent the image of the product, and have a certain understanding of the background of these "elements", so that the product can have ideas. The application of Chinese traditional elements we are talking about here is first of all based on the understanding of these elements. Through correct understanding and appropriate modern design techniques, we cannot fundamentally separate from the essence of these traditional elements. Using these elements without thinking can be said to have unclear creative motivation, and the works that come out are also soulless

(II) take it in the right way and use it in the right way

in modern packaging design, traditional elements are used. There are three typical ways of expression: metaphor, symbol and association. Metaphor is to express another thing related to it with the help of an image, and to complete the expression with the help of a certain consensus or thinking understanding of the audience, which mainly focuses on visualization, popularization and vividness. Symbolization focuses on idealization and the standardization of a certain mass consensus. Association is to stimulate and induce the audience's thinking and understanding to focus in a certain direction with the help of certain image performance. Graphics and patterns can make traditional elements better assist the packaging performance

traditional elements should be used according to local conditions. In packaging design, we should pay attention to the adaptability to products and markets, as well as to the adaptability to specific customs and habits of ethnic groups in some regions. China has a vast territory and different aesthetic habits, so we should pay special attention not to design it out of date, just like looking for pork stuffed buns in Hui people's buns shop

(III) integrate traditional elements into the sense of the times

seek novelty and beauty, and bring forth the new through the old, so that the packaging design with Chinese flavor will have a new artistic conception. While understanding and using traditional Chinese elements, it should also reflect the current sense of the times

first of all, we should start from the composition and graphic design