Rational Use of Antique Techniques in Traditional Packaging Design

The traditional packaging design that embodies the characteristics of our Chinese nation is now entering a mature period. The main symbol is the design of traditional packaging in China has gone out of its own path in the past two decades from the experience of pity, imitating learning Japanese traditional style packaging and exploration. . With its strong traditional cultural heritage organically integrated with the essence of modern foreign culture, it created a design language that can fully reflect Chinese traditional characteristics but also a sense of the times but different from the traditional Japanese style. In the recent ten years, many Chinese traditional style packaging designs designed by our country's outstanding designers have emerged in the packaging design competitions of "Star of Asia" and "Star of the World", winning gold and silver with the highest honor. prize. As for packaging design in the country at all levels of packaging design awards won the traditional style of packaging design is more like springing up, too numerous to mention.
In the traditional style of packaging design, the use of antique techniques in the design of an effective creative ideas. Antique techniques can be comprehensively considered and selected from materials, structures, shapes, calligraphy, pattern patterns, and colors. The history of civilization of the great Chinese nation has provided inexhaustible creative gunshots for our vast packaging designers. Regardless of the aspect and quantity involved in traditional Chinese culture, or its inherent content, it is both extensive and profound without comparison.
Tradition is the long production of various cultures and the accumulation and development of the development of speech in the long and unbroken history of mankind. The traditional culture is not only between different times, different nations and countries, and different regions. There are subtle blends (such as the integration of the Persian and Oriental cultures on the Silk Road in the Tang Dynasty), and there are also obvious evolutions and developments (eg, due to the change of political power, the formation of certain cultural differences between various dynasties and other dynasties. More obvious). Therefore, traditional culture in different historical periods, different regions and different nationalities will inevitably show more or less their own characteristics.
One of the main functions of the traditional style packaging is to convey from the visual image to the consumer information about the characteristics of the time and space of the packaging object (ie, the product) and the geographical characteristics. Therefore, when we use antique techniques to design traditional style packaging, we must choose traditional cultural elements. However, in the design, the use of antique techniques cannot simply be the simple and straightforward use of certain ancient and folk designs. That is, we cannot consider the tradition from the perspective of a specific form, but ignore the overall artistic conception of the design itself. . In other words, is the use of specific forms appropriate? Can it reflect the artistic conception of the product? Is it resistant?
The overall mood of the so-called traditional style packaging design, the author believes that the following aspects should be considered:
I. Accuracy of time and space and geographical information transmission There are countless traditional products and native products in China. The times and regions they produce are not the same. Therefore, before we design a package for a traditional product or a special product, we should use local records or archeological achievements as much as possible to understand and verify the product's various aspects. We prepare for the selection of traditional cultural elements with advanced, geographical or ethnic characteristics. If you randomly or blindly select traditional cultural elements, it is easy to give consumers—especially those who have some understanding of traditional Chinese culture—to convey incorrect information about time and space and geographical information, so that the overall design can Can not afford to carefully scrutinize and lose its proper mood.
Second, the accuracy of the selection of packaging materials in the design of traditional native products Traditional packaging products of native products are generally natural materials that can be obtained in large quantities on the spot. These natural materials can be applied simply by simpler processing or simply without any processing. Due to different geographical areas, geographical conditions and climates in different parts of the country and properties in the natural world are not the same. Therefore, different nature products can also give people the ability to convey geographical information. When designing, we should try to consider the natural packaging materials that should be produced in a large quantity in the place where the packaging object is produced, so that it can more accurately convey the product's geographical information. Otherwise it will also affect the overall mood of packaging design.
Third, the traditional cultural elements selected in the design should be as close as possible to the products. The organic links between the selected traditional elements of the culture and the products are stronger, and the more accurate the information conveyed to the consumers about the products, The faster the information is transmitted, the more natural it is for consumers. Otherwise, it will give people his awkward feeling in regard to this, and even the wrong message will be conveyed.
Fourth, the design as much as possible to choose the form of a strong sense of traditional cultural elements form the United States is the main content of any art, so the form of a strong sense of traditional cultural elements can also improve the packaging design of the mood and taste, I think this is not Conceived. Therefore, we should also carefully select the information we collected during the design.
Fifth, the traditional packaging should also have a contemporary sense of our current era, has entered the highly developed microelectronics, high-capacity information era. In particular, since China adopted the policy of reform and opening up to the outside world, many of the world's most advanced cultures have been continuously introduced into China. They have been used by me and integrated with the fine traditional culture of the Chinese nation, and have gradually formed the cultural conditions in this new era of China. . This is an inevitable result of history. The needs of the times. The ideology of seeking new ideas and seeking beauty is shared by people. Only the rhythm and innovation of the times are met. The traditional style of packaging design will have vitality and new artistic conception, and it will be accepted by contemporary people.
Sixth, the most important point, that is, to enhance the quality of the designer's own aspects in the painting industry there are two sentences, one is "Kung Fu is out of the picture", the second is "we must have paintings, we must have human products." The idea is to have an artistic conception for their own paintings, which can only be achieved if the author himself has a higher level of literary, artistic, and moral quality. This is also important for packaging designers. Therefore, packaging design workers should not have to have more basic knowledge and expertise in design. They should also strengthen their study in literature, art, aesthetics, archeology, religion, science and technology, and political ideology and morals, and widely read the exhibition. To improve one's quality, one can have a more profound artistic conception.
In short, the packaging of traditional Chinese style as a whole is itself an integral part of modern culture. Therefore, while protecting products and selling products, it also enables consumers to learn and learn many history, culture and art, folk customs, and science and technology knowledge through packaging. From this point of view, the traditional style of packaging design is more reasonable, appropriate and accurate use of antique techniques is more necessary and more social and cultural significance.