On the Visual Tension Embodied in Packaging Design (2)

Second, create a strong cultural atmosphere of the spiritual space

As an effective value-added and promotional tool, cultural concept has been used frequently by packaging designers. When products are transformed into goods, a very important factor in successful sales is to enable the product to embody a cultural concept. Injecting cultural atmosphere into the packaging design of goods, making the packaging reflect the cultural value, and enhancing the packaging design effect to the spatial level of spiritual enjoyment, can make the packaging express a strong visual tension.

(a) original and simple

People feel the lack of natural image in the modern society and culture with abundant visual images. Therefore, they try hard to find the visual experience of nature without “humanization”, so “nature” and “wild fun” become valuable.

Traditional materials include bamboo, wood and fired pottery, porcelain and glass. Natural materials range from the plant's leaves, stems, vines, and fruit husks to baskets, crucibles, cans, and cotton, linen, silk, etc., which are often processed. Each natural material has its own characteristics. Designers fully understand the characteristics of natural materials, so that the application of traditional materials and natural materials in line with the nature of the packaged products, in the packaging design of the material spirituality and charm show. For example, the Chinese traditional food “scorpion dumplings” is wrapped and bundled with bamboo leaves and cotton threads, and a plurality of groups are formed. The pvc film bags are outsourced and the labels are affixed without printing. The green bamboo leaf natural texture vividly reflects the cultural performance of China's traditional festivals. The so-called "no repairs and no ornaments are the most beautiful" and conforms to people's simple aesthetics. In fact, not only popular products can use natural and traditional materials, some high-end products can also use traditional materials to express the noble characteristics of their products, such as high-end accessories, alcohol, desserts, cigars and other commodities, using wooden materials for packaging, and the use of wood. The natural color and texture, together with the exquisite printing and decoration, can present a luxurious atmosphere of traditional culture.

(II) Folk culture

If we add folk cultural symbols that conform to the characteristics of the products in the packaging design of products, and give the packaging exotic exotic temperament, we can satisfy people’s curiosity about ethnic culture or exotic atmosphere and attract people’s attention.

Every region, every country, and every nation has its own unique folk culture. Folk symbols are the factors that shape the inheritance of folk culture. Therefore, in packaging visual design, folk visual symbols such as signs, ornamentation, images, colors, and physical symbols can be used to convey certain information of the packaged product, such as the origin of the product and the implication of the product.

In Chinese Red Double Happiness, Red Couplets, Red Lanterns, and Dragon and Phoenix images, festive messages of Chinese traditional marriage customs were transmitted. Applying these symbols in the packaging design of wedding products not only has a clear product appeal but also has a very traditional wedding culture. Ink and ink characters are also typical symbols embodying Chinese traditional culture. In the packaging design of some export commodities (tea, ceramics, silk fabrics, etc.), the use of ink and ink characters or graphics makes the package appearance appear to have a strong “Chinese style”.

Colorful tapestry, clean white caps, shiny bronze wares with gorgeous patterns, and snow-capped mountains are the physical symbols of Xinjiang's regional culture; pattern and feather ornaments are symbolic symbols of ancient Indian culture; pyramid figures, Bull graphics and half-rate portraits, papyrus patterns, patterns, etc. are symbolic symbols of Egyptian civilization. All countries, regions, and nationalities have a strong symbolic visual image that contains a large number of cultural information. Designers are good at reassembling and innovating the folk visual elements in packaging design, and can create a strong cultural personality for the appearance of packaging. Here, the manifestation of the nature of culture must be consistent with the characteristics of the product itself, in order to show a strong cultural atmosphere with a unique perspective and highlight its strong visual tension.

Designing the visual tension of the package's appearance does not mean moving the design to extremes, creating uncomfortable visual tension, creating a visually plentiful and overly rich visual culture, but trying to make the packaged product communicate visually and spiritually with people. . Excellent packaging design should be a wonderful summary and interpretation of the product. Therefore, the pursuit of a rich visual language for packaging design is a positive direction for packaging designers.

Source: "Journal of Zhuzhou Institute of Technology"