The Fusion of National Culture in Modern Packaging Design II

1.3 Ethnic Culture and Color

As a design language, color cannot be ignored in the design of commodity packaging. Because color has a strong visual appeal, it can make people rich in association through visual stimuli. Applied to the design of commodity packaging, can enhance the identifiable product, resulting in a national psychological culture. For example, in terms of taste, pink, orange and other colors will make people feel sweet, purple, brown make people feel bitter, and bright red make people feel spicy. In terms of somatosensory, red, orange, and yellow symbolize a warm feeling, and blue, purple, and blue-green produce a sense of coldness. Some successful use of color can establish a good corporate image, forming a brand culture, and even a national culture. For example, the "Coca Cola" packaging in the red and white colors, "Pepsi" use the red and blue, these are the embodiment of corporate culture, a symbol of the company's brand culture, while also virtually represent the United States culture, Impressed consumers. On the other hand, due to the differences in cultural backgrounds, such as the customs and religious beliefs of various nationalities and countries, the preferences for color are not the same. Taking yellow as an example, the eastern representative is noble and beautiful, and Western Christianity is regarded as shame; if red, the eastern symbol is warm, auspicious, positive, and the west symbolizes sacrifice as a battle; the Islam hates yellow and likes green and thinks it can drive away Evil; Egyptians use blue as a devil and like green; Paraguay generally likes the bright colors, but is cautious about the use of red, dark blue, and green colors that symbolize the top 3 political parties in the country; and France’s taboo against green carpets because the country is holding At the funeral, there are green leafy customs.

1.4 Ethnic Culture and Materials

Material is the material carrier in the design of commodity packaging, and it is the most direct embodiment of the design style. The use of different materials reflects different ethnic, national, and regional cultural characteristics. The Chinese nation has thousands of years of traditional national culture. Chinese packaging products use more natural materials. Bamboo, wood, linen and silk packaging are more intimate than metals and plastics. At the same time, there are a large number of reasonable functional factors in the forms such as palm kernels and gourd tea. Traditional human culture, native taste and natural taste in traditional packaging culture provide a rich source for design. Their application in the design of commodity packaging is a manifestation of traditional culture. For example, the “wine spirits” packaging that embodies Xiangxi’s ethnic characteristics, antique sacks, and a simple bunch of ropes, all reflect the unparalleled human nature of Xiangxi people and the nature of advocating nature, which is simple and honest in Xiangxi. The vivid reproduction of culture. With the rapid development of science and technology, packaging materials have undergone qualitative changes. The development and utilization of artificial materials such as plastics, glass, and metal not only improves the aesthetics of commodity packaging, but also reflects the advanced nature of modern culture. Today, the combination of natural materials and artificial materials popular in the design of commodity packaging is actually a comprehensive embodiment of national culture and modern culture. For example, some exquisite glass bottles and hand-carved wooden plug combination, bamboo and metal collocation and so on.

In the modern era, human beings have become more and more aware of the protection of the environment. This modern cultural concept has also affected the design of commodity packaging and produced green packaging. The purpose of green packaging is to protect the environment and make the resources renewable. In the final analysis, the selection and application of packaging materials is the key. Now all countries in the world are actively developing new types of green materials that are easily degraded and recycled to achieve sustainable development. development of. In fact, most of the packaging materials used by the Chinese nation have been derived from nature and returned to nature. It can be seen that the concept of green packaging has long been embodied in national culture. The rise of this green whirlwind is also sufficient to reflect the powerful deterrent effect of human cultural concepts.

2 Conclusion

In today’s global family of high-tech civilizations, the human lifestyle has always interacted and changed. Culture has no borders, design has no borders, and unrestrained living space promotes their interactive development. Only when the packaging design of modern commodities is fully integrated with national culture, will a new, more distinctive and more in-depth packaging field be created. While inheriting and developing the development of national culture, we will pay attention to the rapid development of the times and establish a financial The new packaging design culture system that integrates nationality and the times will be passed on to the packaging design of goods in a timely manner. Only in this way will it flourish, and it will have a long history, and will continue to evolve in the direction of renewal, farther and better.

(Text / Zhang Zhihua Guo Zhiyong Nanchang University)