The Soul Innovation of Commodity Packaging Design

With the sustained development of our country’s economy, people’s living standards are changing, people’s aesthetic concepts are changing, and people’s demands for life are also changing. Consumers' enthusiasm for commodity packaging, as well as new brand awareness, are related to the packaging design of advancing with the times, where innovation is the soul. In particular, China’s corporate brands have started to move more and more toward the world market.

Design innovation is a hot topic in the design industry. The truly innovative packaging design should be a perfect and perfect creation intention. It should embody the characteristics of the times and give the design culture and national style, including enterprise essence and product characteristics. People are impressed by it and can instantly resonate with consumers.

Packaging and decorating design is not only beautiful appearance, but the most important thing is to introduce the characteristics of the product through visual images. Establish and stabilize its position in the market, and ultimately achieve the purpose of increasing sales. A successful packaging design can lead the company into a new development process and open up a new market. Therefore, innovative packaging design is not just a beautiful decoration. The functions it contains have played an important role in the highly competitive market. A complete and successful packaging design will not happen by chance. It must be the result of a visionary entrepreneur and a good professional designer.

Innovation awareness is an important part of design philosophy. Innovation consciousness will never sleep. However, the success of packaging design promotes greater success in marketing. For example, the appearance of the “recoverable” packaging adopts the indigo color tone, the color association is derived from the Chinese blue calico, and the Chinese painting is used to express the expressiveness. The whole image is both traditional and modern. The colors are simple and elegant and there are no trends. The main body and symbolic figures of the "recoverable" logo are striking (see Figure 1). The success of "recoverable" is not only the success of sales, but also the success of packaging. But how many products on the market have failed to achieve good sales performance due to the failure of appearance packaging design and lack of innovative ideas, coupled with the lack of marketing capabilities, product failure is doomed inevitable. Product packaging design innovation should be clear communication, performance quality, unique and appropriate performance of market positioning and stimulating senses, and contains a rich design culture.

Design culture is the basis of packaging design innovation. Design innovation is based on a culture and has a market. We emphasize culture in design and innovation to make visual language more emotional, richer in content, easier to understand, and more personal, such as the logo of the Phoenix TV Chinese station, borrowing traditional dragon and phoenix graphics and using China's unique structure of “comfortable encounters” reflects a strong cultural heritage, and the relatively round wings of Phoenix Bird are very dynamic, reflecting the characteristics of modern media (see Figure 2). The logo design of the Olympic bid for the Beijing 2008 Olympic Games also incorporates the connotations of ancient Chinese calligraphy and martial arts culture (see Figure 3). For a long time, our art design education has placed emphasis on aesthetics and skills education, and the society’s orientation to art design has made our designers not focus on the vitality of design art—innovation. In an environment where a designer has lost his sense of innovation, how can he talk about the progress of popular thinking and even the progress of science and technology? Today’s society is dominated by economic challenges. Lack of innovation consciousness means losing opportunities for victory. Packaging Design Regardless of China's foreign, historical, modern, respected packaging is made with a healthy, positive, and rich cultural connotation. Packaging design is also part of the corporate culture. Packaging without cultural flavor is like a body without a soul, a formless and zombies. A good packaging design must represent the internal spirit of the company and constitute a unique corporate culture. Therefore, packaging design should have an international cultural perspective, Chinese cultural characteristics, and meet the needs of the era of knowledge economy. Only with culture can we innovate on the basis of culture; with innovation, we can further promote the development of design culture.

Innovation in packaging design should be rooted in the soil of the nation. As part of corporate culture, packaging design is both practical and artistic. The innovation of packaging design can not be separated from folk custom and nationality. We talk about packaging innovation is built on the history of ethnic culture behind a long history of innovation. The success of Hong Kong designer Chen Youjian was rooted in the national culture and grasped the essence of the Chinese nation's culture (see Figure 4). In design innovation, there are nationalities that often reflect the uniqueness of packaging personality, but also have obvious regional characteristics. The main motifs of "Ashi Ma" and "Hilton" packaging all have obvious geographical and folk features; France's "brandy" and China's "Maotai" also have distinctive national features on the packaging; similarly, China's "Jianlibao" And the United States "Coca Cola" also has the same purpose. The innovation of packaging design is the inheritance and development of the national characteristics of the country. Each nation has its own characteristics: the luxury, boldness, and innovation of the Americans; the classical, conservative, and luxurious of the English; the shrewdness and refinement of the Japanese; the calmness, subtlety, and rigor of the Germans; the romance of the French, and the Italians The imagination is full of everything. The cultural origin of our Chinese nation cannot be concealed. Every nation is the world. We must firmly grasp the regional features of national culture, skillfully apply it in design, and use the internal relations of the topics expressed. Pay attention to product packaging and design innovation. The symbol of traditional design of our nation will always have some long-lasting themes such as dragons, phoenixes, lions, moire, thunders, and vortexes, and their expressions, that is, their modeling methods The change in the history of each historical dynasty often has distinctive characteristics of the times and the characteristics of ethnic regions. For example, the image of dragons in traditional patterns is different between the DPRK and the DPRK, and there are changes from generation to generation. The ancient dragons of the original dragon, the secrets of the dragons of the slaves on the social bronze wares, the galloping elegance of the Han Weilong, the fullness and splendor of the Sui and Tang Long, the strict and solemn rules of the two song dragons, the prosperous of the dragons in the Yuan Dynasty, and the richness and dignity of the Ming and Qing Dynasties. This extension of the "form" is the inheritance and extension of the national motif. It is also a national soil for packaging design innovation and a new form given by the new aesthetic concept of the new era.

Market awareness and advancement are important prerequisites for packaging design innovation. Market economy is a competitive market. Consumer demand is diversified. Package design does not simply convey commodity information to satisfy consumers' basic consumption, but more is the potential consciousness of entering consumers. The main goal should be to cater to the market and cater to people's aesthetic ideas and consumer psychology. Designers must enter the market, understand the market, get acquainted with the market, grasp the context of the market, find new highlights of the design from the market, and find the artistic language of innovative design. Such packaging design work will inevitably follow the market and meet the requirements of the market. Market-aware packaging design can also create popularity. The epidemic is independent of the market and has a significant impact on the market, so that the market must subordinate to the epidemic. The market is a competitive market. Whoever has an advantage in the fashion will be able to take the initiative in the market. If the packaging design can be brought close to the market, improve the artistic value of the product, adapt to the joy of the market, organically combine the innovative orientation of packaging design and market orientation, there may be a popular market effect.

Firmly establish the awareness of the market, and at the same time have the concept of advancement, packaging design can keep up with the development of the times. Sony Japan first put forward the principle of creating markets to dominate the market in terms of design concepts. This concept is based on people's potential needs to actively open up the market, guide consumer fashion, is the perfect embodiment of advance awareness. Advanced packaging design is always young and always full of life. It will always be the market leader. The innovation of packaging design of products is fundamentally utilitarian in order to win market share.

We emphasize the designer's advanced ideas, enable packaging design to accompany products, take the forefront of the market, and walk in the forefront of the times. Closed doors can't talk about innovation. Only when we go to the society, enter the market, and innovate in comparison, we have to go the way that others have not. Innovation, you are thinking more, think more and more, dare to think, imagine, design ideas for their own packaging more ideas, think of more ideas. In the form of various design thinking, even whimsical does not matter. In addition to daring to think, but also good at many ideas, new ideas, inspiration, a new way of expression. Nowadays, with the rapid development of science and technology, continuous deepening of commodity production and modern market economy, our packaging has also seen new trends. Such as series packaging, combination packaging, easy to carry easy to open the packaging, promotional packaging. If there is a lack of market awareness and advanced ideas, where does our packaging design innovation come from?

The innovation of packaging design is often the perfect embodiment of original thinking, and it is innovation in the pain of self-denial. In the process of performing works, it is more likely to discover the designer's distinctive personality and unique design style. This is the result of the designer's sense of innovation. Packaging design has its practicality, visual artistry and originality. Packaging in Japan, Taiwan, Hong Kong, and Western Europe is not hard to find its obvious personality style and geographical features. Especially Japan's packaging design, unique and personalized is very clear, even a designer a style characteristics. From this point of view, we talk about innovation in packaging design that requires designers to have original consciousness. The formation of original consciousness is not an occasional flash of light, but it is also established during years of observing, gathering, and accumulating thoughts. He is not imitation nor simple superposition. Inheritance draws on the success of previous generations, but it is wrong to fall into the imitation of Chen. The old man of Qi Baishi said: “Learn from me and live like I die.” We emphasize that designers should have original ideas, dare to take new paths, and highlight their unique personality. Only innovation can maintain the vitality and market share of the design. Originality is constantly exploring, constantly discovering, and constantly innovating. Of course, the innovation process is sometimes a self-negation of the designer's self-negation, and he continues to create a new self-process, like the Phoenix Nirvana. Packaging designers' negation and self-creation mainly refer to the negation of ideas and negation of design methods. If you don’t stay old, you don’t want to stick to the traditional framework. To open a new road is to change things often. Seek development in the new era, seek new breakthroughs in design, and break into the exclusion zone that others have not entered. Innovation, for designers, should be a never-ending pursuit.