On the Function and Education of Product Packaging Design

On the Function and Education of Product Packaging Design

Abstract: Product packaging design plays a key role in the process of industrial modernization in various countries of the world. The Art School of Shanghai University of Engineering and Technology uses its peripheral conditions to strengthen the contrast between Chinese and foreign teaching models and establish a base for production, education and research outside the university. Combining product packaging design expertise with science, engineering technology, and marketing expertise to foster students' creative awareness and innovation.

Keywords: product packaging design business economic education

one

Product packaging design spans two areas of industrial design and visual communication in modern art design. It has the most direct relationship with commodities. The level of design and display is closely related to the scale of manufacturing development and the growth level of commodity economy. It can be said that modern manufacturing and the market have spawned the discipline of product packaging design. In turn, this discipline has promoted the healthy and rapid development of the manufacturing industry and the market.

Product and packaging design play a key role in the process of industrial modernization in various countries of the world. In 1851, at the World Exposition held in London's famous “Crystal Palace”, British industrial products received cold encounters. After comparison, the British found that the poor packaging of domestic products had affected competitiveness. “The reason is that the cover pictures are behind. As a result of this, it later became a "self-examination." It was a compulsory course for the citizens. After struggling to catch up, they finally came back. In order to create a splendid "not-to-be-fallen empire", it laid a solid foundation for the industrial economy. The experience of France is also basically the same. Its tendency to favor pure art is more, but it has also made the manufacturing industry prosperous while making Paris a romantic world art center.

The United States and Japan used art and art design to revitalize the development of science and technology, and promoted the prosperity of the manufacturing industry. Although it was late, the degree of emphasis, the strict implementation measures, and the huge results achieved far surpassed the old empire of Europe. During the Second World War, the United States did not hesitate to bring in a large number of famous European artists to replace New York with Paris and become a world arts center. The United States has also listed art education as one of the six required courses at the earliest, in order to improve the overall arts and skills of the general public. Relying on art and design to create the world economic myth should be the first push in Japan. Before the early 1970s, "Made in Japan" was almost synonymous with low-quality goods in the world's commodity markets. However, it was Japan's comprehensive use of artistic design and technological innovation that gradually changed people's views. In the mid and late 1970s, “Made in Japan” was beautifully shaped, economical and practical, and exquisitely crafted. It was widely recognized internationally and became synonymous with good products. After Japan's industrial products gained a firm foothold in the world in the 1980s, it emphasized the role of technology and art design. From the 1970s to the 1980s, it had proposed a national policy of revitalizing the industry through art and design. This era was internationally called the era of the world's entry into Japanese design. . The Japanese infiltrated the concept of design into every cell of life, and everything was carefully designed and artistically constructed. The Japanese are relying on this design concept, creating a high value-added and popular market for their manufacturing with multi-functional products and favorite fashion packaging. At present, Japan's packaging industry has done very large scale and has formed one of the pillar industries of the Japanese economy. The author was invited to Tokyo in early January 2004 to participate in the Asia APD 8th Packaging Design Exhibition Art Exchange in Asia. During the week, he visited the Tokyo International Packaging Exhibition, Tokyo Art Design Week, a retrospective packaging exhibition, and Matsushita Packaging New Science and technology exhibitions and other packaging professional exhibitions, we can see that Japan's emphasis on packaging design. The packaging design art not only integrates international cultural factors but also maintains the traditional local features, packaging design specifications, and precision products. It also highlights humanization in terms of safety and convenience. The traditional packaging materials were further optimized in terms of performance and appearance, and breakthroughs were made in the development of new materials. Many new materials entered the use phase. The variety of packaging machinery is complete and the functions have been further developed, highlighting the characteristics of high technology and specialization.

two

China's manufacturing industry has experienced great development since the 1980s. At present, its production volume accounts for 30% of the world's total. It is called an international factory. However, product packaging design and its industry are far from keeping up with the pace of manufacturing. In 2002, there was no Chinese brand among the world’s top 200 brands selected by the US “Business Week”. Many business owners do not realize the importance of design to the development of the enterprise. In the early 1990s, a survey conducted by the research group of the Shanghai Industrial Design Internal and External Environmental Research Group showed that among the leaders of the industrial and mining enterprises in the most developed manufacturing industry in China, It is clear that industrial design accounted for more than 80% of the reasons. The reasons for this situation are many, and the most important one is that China's artistic design education is backward.

China’s modern art design education started relatively late. In 1956, the Central Academy of Arts and Crafts was established in China. It was born out of the Central Academy of Fine Arts. The teaching system has a strong artistic education color for a long period of time. Compared with countries with well-developed art design, they are more artistic and lighter in practicality; they are more cultural and lighter in craftsmanship; they are more technical and lighter in design; they focus on classroom teaching and practice, they are out of touch with companies, they ignore market orientation, and they run schools. The scale is too small to be completely enclosed in the upper level of the ivory tower. After entering the 1990s, with the deepening of reforms, art and design education has developed further. Among the 1041 ordinary colleges and universities in the country, more than half of the colleges offering art and design majors, and most of the hundreds of colleges and universities run by the private sector have arts and design majors. Therefore, the current number of arts and design institutions should be more than 700. Family. The overall quality of running schools caused by the problem is not optimistic. Most colleges and universities lack specialized teachers and the conditions for running schools are poor. At present, many business leaders have weak awareness of intellectual property rights and are reluctant to invest in original product packaging design, and they do not have the enthusiasm for cooperation with related professional universities. Various factors have caused the proportion of traditional art courses, professional basic courses, and theoretical courses in the professional structure of the specialty to be too large. However, there are too few practical link classes combined with market companies, and modern methods are lacking. Education is decoupled from the social economy, and the cultivated talents are not Creativity and innovative thinking. This phenomenon is prevalent in universities and colleges in underdeveloped regions where teachers and experimental facilities are poor, especially many private universities.

How to solve the problems in China's art design education is an urgent matter. Education experts put forward many proposals, focusing on changing the past teaching system with the core of imitative training with fine art features, introducing international advanced teaching models, rebuilding the teaching team, and making the revolutionary changes in the educational concepts and knowledge structure of the teachers; passing the entrance exam Means to improve the quality of students and so on. These programs are all at the heart of the matter, but they are difficult to implement. Countries with advanced levels of art and design education are all paying more attention to the education of knowledge and methods in innovative design thinking and hands-on training in creative ability. For example, the product packaging design course of a certain foreign academy of arts is as follows: in the classroom on the 8th floor, a product is planned and planned; in the design room on the 7th floor, several modeling plans are drafted through hand-drawn sketches; on the 6th floor Through the computer to complete the renderings and process drawings, to determine the use of materials; in the fifth floor product production plant to complete the product; in the third and fourth floor printing experimental plant to complete the printing and forming; in the second floor to complete product packaging, make the design into a commodity; In the supermarket, the product attributes, popularity index, and market economic value of the product are examined to determine the quality of each course. Art design is completely different from the function of pure art. Product packaging design pays more attention to practicality. The goal of talent cultivation has the same orientation of professional education. This kind of education model is very effective in cultivating innovative thinking and creative ability. However, it requires the investment of relatively large-scale capital equipment, the establishment of a direct channel between the classroom and the market, the organic integration of schools with commercial establishments, and training The consumer groups that love fashion experimental products are quite difficult. As for every art higher education institution in China, professional teachers can be equipped according to the subject's curriculum structure, and high-quality students with both textual, theoretical and artistic foundations can be recruited, and it is even more difficult to achieve in a short period of time. Especially after China joined wro, “Made in China” goods without intellectual property rights protection will be even more hindered in international sales activities. The data shows that in 2004, dairy products made in China were destroyed in large quantities in Germany because of the suspicion that the container's shape and packaging mimic international brands. Therefore, the urgency of cultivating innovative creative and applied design talents cannot tolerate the slow and swift reform action of higher art education institutions. Colleges and universities should use the peripheral conditions of the school and adopt distinctive methods to strengthen the training. For example, the Shanghai Education Commission’s key design discipline "Public Art - Product Packaging Design" is set up at the Shanghai University of Engineering and Technology. It uses the developed manufacturing industry in the region, frequent exchanges between China and foreign countries, and close contact between school engineering disciplines and art disciplines and curriculum reforms. Convenience and other conditions, the establishment of a production and research base, with the industry associations to work together to develop applied innovative talents to develop a unique way, and produced good results.

In recent years, the discipline has sent key teachers to the United States, Europe, Japan, and South Korea to conduct academic visits, academic research, and a master's degree in colleges and universities. Not only has the school philosophy been updated, ideas for running schools have been clarified, but also professional capabilities have been enhanced, and the teaching team has improved. The overall connotation. At the same time, invited dozens of well-known foreign design arts educators to hold academic lectures to demonstrate the design process. In particular, in the form of Chinese-foreign cooperative education, foreign well-known design experts are invited to teach undergraduate students so that classroom teaching is in line with international standards in the true sense. This discipline utilizes the characteristics of the school's overall engineering disciplines to marry within the school with disciplines such as engineering and materials. It integrates highly with disciplines such as advertising, photography, conventions, exhibitions, multimedia, and environmental arts within the school to create strong academic concepts and strengthen the disciplines. The foundation broadens the design ideas and enriches the means of designing. On the basis of gradually increasing subject-based laboratory equipment, companies and companies related to the discipline have established relationships between production, education, and research, and used commissioned projects to open up the channels for connecting markets. This move added to the lack of equipment in the hospital, and also made classroom teaching closer to actual production.

The discipline also uses various contests and exhibition activities to display teaching assignments as an important way to motivate innovative education and a means to test the effectiveness of teaching. Participating in contests and exhibitions is one of the most effective ways to cultivate creative thinking and innovation. Because every piece of work that appears at the exhibition must be the crystallization of a unique thinking and creation, there is no place for anything imitated. In countries with advanced art and design education, colleges and universities encourage students to participate in various exhibition competitions, and such activities have been formed on a regular basis throughout the year. The art design discipline of Shanghai University of Engineering and Technology consciously seized this extension of education in the classroom, persevered, invested in human and material resources, encouraged and organized students to participate in, display, and create successful happiness and self-confidence, thereby cultivating a strong sense of innovation and creative impulses. . In the past few years since the establishment of key disciplines, such activities have evolved from accidental to regular, from the behaviour of a few people to the behaviour of all students, and from the low to the high levels of participation in activities, from the region to the national and international regions.

Each art design institution can choose the appropriate development path according to its own conditions and characteristics. However, it should focus on the main direction of regional commercial economy development and regard the cultivation of applied talents as the ultimate goal of perseverance. As a major member of the WTO, China's fast-growing commercial economy and distinctive commodity packaging will drive and standardize the healthy development of higher arts and design.

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