[Abstract] Packaging design plays a very important role in the realization process of the value, value and cultural value of goods. The article discusses how to embody commodity culture in packaging design.
Key words: commodity culture; use value; value; cultural added value CLC: F713.55; TB482 Document ID: B Article ID: 1001-3563 (2003) 04-0131-02
Illustration in Packing of Culture of the Goods
SHEN Zhi-hong1, LIU Lin2
(1. The Scientific and Technological Institute of Wuhan, Wuhan 430073, China;
2. Hubei Institute of Technology, Wuhan 430070, China)
Abstract:In the use value of the goods,realization course of value and cultural added value,The package design has played the extremely important impetus. This text has expounded the fact how in package design to reflect the culture of the goods.
Key words:Culture of the goods;Use value;Value;Cultural added value
Commodity culture is the sum of various cultural elements based on commodities. Its basic connotations include value, use value and cultural added value. In the realization process of commodity culture, packaging design plays a very important role in promoting.
1 The realization of the use value of commodity culture
The use value of commodity culture refers to a certain attribute that product culture can meet people's needs. Packaging design realizes the use value of commodity culture and is reflected in the following three aspects.
a. Practicality: The emergence of packaging, its most fundamental purpose is to protect the goods, to facilitate the preservation and transportation of goods. If this can't be done, the packaging won't be worth using. On the other hand, the packaging design should be closely related to the practicality of the goods, and the pursuit of "honest packaging is the best strategy". The packaging quality and design must conform to the characteristics and grades of the contents, and cannot be used to mislead consumers. . The cost of packaging greatly exceeds the cost of the product itself and reaches the point of "luxury packaging." This is undesirable and contrary to the "practicality" of packaging design;
b. Convenience: People-oriented is the starting point and the fundamental purpose of packaging design. First of all, from the use of the product design, there is a tomato sauce company, the product sales is always 1/2 times that of another company, after research found that the quality of the two companies is basically the same, mainly because of their tomato sauce bottle mouth too Small, the user must shake slowly before it flows out slowly, thus affecting sales. Followed by the normative packaging design. Business rules of the game, the need to regulate the design, the packaging should be fully detailed description; there should be no false words, some of the words will appear on the packaging, "If the security button float, do not use", etc., the product goes international Today, packaging design must be standardized. Once again, it is public welfare. Some packaging bags are printed with "please empty boxes into the trash," printed on the cigarette box "smoking harmful to health" The purpose of doing so is to effectively protect the interests of consumers, but also out of the consideration of the human living environment;
c. Aesthetics: The story of “buying and returning beads†that has spread in ancient China fully illustrates people's favor for good packaging. Today is a realistic society. We do not expect the re-enactment of “buying the beggars and returning the beadsâ€, but we hope to use good “椟†to arouse people’s attention to “beadsâ€. Through learning and training, consumers have improved aesthetic quality and enhanced aesthetic skills. Naturally, they are increasingly critical of packaging beauty. This is where they come from. Different styles of packaging designed for different consumer groups have emerged on the market to meet different consumption needs. The aesthetic needs of the group, thereby promoting the sale of goods. These have become a shortcut to increase the value of commodity exchange, and they are also common cultural attitudes of producers and operators. Today's Dior company design a 100% perfume bottle has a noble beauty, this bottle is a packaging, but also a kind of decoration, welcomed by consumers.
Pursuing the practicability and convenience of commodities, beauty is an indispensable unity of commodity culture. The packaging design of these three aspects of the connotation, for consumers can enjoy the inexpensive Shang Jing, has practical significance.
(To be continued)