Packaging should not be Tech-Rococo
Discussing the Way of Packaging Design in the Society of Immateriality
Wu Wei (School of Fine Arts, Tsinghua University, Beijing, 100020)
Wu Wei (Academy of Arts & Design, Tsinghua University, Beijing 100020, China)
[Abstract] Through a gift box with more than one thousand yuan mooncakes, the melancholy and thinking about the new technology Rococo style was induced. The added value of the commodity packaging in the post-industrial era was brought to the extreme, resulting in the variation of the packaging; the human being has entered the third Over the millennia, in the non-material society, we must reflect on and amend the definition and role of modern packaging, and require the establishment of designer ethics and ethics, strengthen environmental awareness, cultivate the correct value orientation, firmly establish the idea of ​​serving all people, give full play to the designer The elite role in society.
[Keywords] packaging technology, Rococo, non-material ethical responsibility First, the quotation During the Mid-Autumn Festival last year, the author was invited to a friend of the design company guest, this mysteriously invited me to his manager's office, let me see him for business The unit purchased more than one thousand yuan moon cake big gift box. In fairness: The designer of this moon cake box is really trying his best to make every design and process possible. The printing is beautiful and delicate, and people will see that it is a very expensive special gift. What precious baby in the moon cake box was in the end. He smiled and told me: It's not a seven-star companion, just a silver knife and fork utensil.
Needless to say, this kind of gift packaging will be too extravagant for everyone who depends on wages and salaries. However, in the developing China, the new Rococo style phenomenon is prevalent in graphic design. Another example is a copy of a book in a publishing house, leaving a lot of blank space on each page, and some even half a tofu block of text on one page, half is neatly reserved for white; functionally reserved for the reader Reading notes is a form of fashion, too wasteful. We think that such a package, such a book design, has reached the "variation" level, it is necessary to re-revise the packaging concept.
2. Reviewing the History of Packaging in New China In the 50s and 60s of the founding of the People's Republic of China, production was “purchase of purchase and marketingâ€, and the packaging of products was mainly to ensure the safety of its storage and transportation. The so-called “Emperor's daughter does not marryâ€, the packaging of domestic sales of products. Relatively backward. In the 1960s and 1970s, the unprecedented "Cultural Revolution" began. The "Red Guards" movement, which consisted of "big character posters", "concatenation" and "breaking the four old" as its basic form, swept across the country, resulting in the formation of a nationwide package. "The characteristics. From the 1970s to the 1980s, they began to attach importance to the demand for packaging of export commodities. Comrade Deng Xiaoping talked about “the issue of packaging of export commodities†in 1975 “Several Opinions on the Development of Industry†and formally opened up China’s modernization. Packaging curtains. The 1980s and 1990s were the years when China's packaging industry was running. In 1981, China National Packaging Corporation was established. In 1987, China's first two packagings won the world's highest prize for packaging design, the “Star of the Worldâ€. Since the 1990s, the central government has paid more attention to packaging and increased the management and investment of the packaging industry [1]. In 1999, there were 10 packagings in China that won the "World Star" award. With China's accession to the WTO's international market, China's packaging will also go global.
The packaging concept of the Chinese people at the beginning of the founding of the People's Republic was a "national gift." These were the gifts that were used for international conferences and entertaining guests, such as "Maotai" and "Zhangyu" national wines. After half a century in China, the concept of packaging has entered the hearts of ordinary people. Commodity packaging has become a matter of righteousness and righteousness. This change of concept is a gratifying joy for our designers. Especially after the concept of added value was introduced into the design world in the early 1990s, the packaging of commodities really flourished with the slogan of Comrade Xiaoping's reform and opening up. We should cherish the great achievements brought about by today’s reform and opening up, and cherish the remarkable achievements created through the joint efforts of the packaging industry colleagues. Now it is time to put aside the glory and glory and reflect on what we have dealt with daily and have even turned a blind eye. Insensitive packaging concept.
Third, the concept of modern packaging Packaging design is the design of the finished product containers and packaging of the appearance of the design, in order to obtain a kind of human needs, solid, beautiful, creative human things. Packaging can be divided into industrial packaging and commercial packaging, industrial packaging design to protect the focus, commercial packaging design to promote the main purpose. In the commercial competition, excellent packaging design can increase the added value of goods, stimulate consumers' desire for purchase, and have obvious promotion effect. Its ultimate goal is to influence the concept and behavior of consumers, establish commodity brands, and win marketing strategies.
From the analysis in Table 1, the packaging economy plays a special role in the commodity economy. It is non-material and metaphysical. It transforms physical and physical products, supplies and even waste products into goods. Commodities entwine product-packaging, material-intangible forces, and present a variety of radiances in circulation, adding a line of sight to everyday life. The packaging itself is an ancient activity. After the exchange of goods, people use it to save foods for longer and reduce the rate of breakage of goods in long-distance transportation. After entering the industrial society, the commodity cycle of the market economy has been shortened. It is also an attribute product. Due to the large number of manufacturers and companies, the packaging is also marked with the company's cultural characteristics, market competition, and price wars have forced businesses to continuously update their products, constantly transforming Packaging, in order to sell, in order to defeat the competitors, some products are even covered by the packaging of its true function and value, product wars have become packaging wars. When these goods appeared on the counter in the supermarket, whether the products in modern packaging depended on the function of the products or the packaging brought real satisfaction to people. People began to be confused and the concept of modern packaging was confused. Packaging makes the product go to cultural or "ceremonial" products, and its packaging has been personalized, enriched with the human dimension. China is a ceremonial society. Chinese people love face, and packaging of course becomes the face of commodities. It also becomes the face of purchasers and gift recipients. People use product packaging to compare the value of individuals in society and through the packaging of goods. The grades are used to judge the evaluation status of the self in the minds of others and convey the relationship of respect and inferiority. The packaging really becomes a “ritual†existence.
With the infiltration of Western value orientation, packaging also brings consumers a “higher class†and “stylish taste†vision, making the added value of packaging more prominent and moving towards the ultimate, even increasingly deviating from the track of real life. There have been a large number of "flowers" that are not realistic packaging products. Businesses also use media advertisements to make their products have extraordinary effects in the consumer public, and compare expensive packaging to “affordable identity tokens or symbolsâ€.
Fourth, the technology Rococo is the variation of the commodity packaging Rococo former refers to the architectural style of the French from the 17th to the 18th century, following the classicism in the aristocrats and the upper class of the bourgeoisie appeared in the showy, charming feminine aristocratic interest trend of thought, that period The architectural works of art love the use of delicate colors, and they express “a more flamboyant, more delicate, and more frivolous and delicate style... poor and extreme, and tend to be piled up,†just as one commentator at the time described it. "Parasitic classes are to devote their extravagance in a powder-filled atmosphere."
In this article, Tech-Rococo is used to describe the extent to which some of the goods in the packaging industry today are too lavish and wasted to the degree of variability. It is intended to re-modify the meaning of the value of packaging and add value, encourage the positive effects of packaging, and avoid the negative effects of packaging. utility. Packaging should not be an intermediary that fosters bureaucracy and provides corruption. Some people have come into the water for commercial purposes, and the exquisite packaging has become a beautiful trap at this time, affecting fair competition and administrative justice. The rococo wind on the packaging technology also violates the principle of environmental protection. It intangibly encourages the consumption of resources that can be saved. It is out of step with our current policies, and it is not in line with the current national conditions in pursuit of high standards and high-quality material enjoyment. Should not be respected and advocated by the packaging industry and the entire society.
The technology Rococo packaging is for small groups (bureaucrats) with power and those with wealth (businessmen, entrepreneurs). This kind of packaging is essentially a bilateral game that pursues fame and fortune. Because of the pursuit of fame and fortune, this packaging has been given too many labels and symbols, making packaging an endorsement of desire and ritual. This has long been common in the West. In Western countries, some packaging is based on the wealthy class as the design object, and thus the appearance of pursuing extravagance and exaggeration appears on the packaging. While China is in the process of development, the external symbols of product packaging should be consistent with the inherent quality of the product and parallel. It is impossible to injure consumers with luxury packaging and inferior products.
Fifth, the packaging values ​​of non-material society The so-called non-material society is often referred to as the digital society, information society or service-oriented society [2]. The current trend in the design community is to shift from the design of things to non-objects, from the design of products to the design of services, and from the design of physical products to the design of virtual products.
In ancient China, our ancestors learned from the height of philosophy and self-cultivation that today's non-material thoughts. The Chinese ancients emphasized the need to cultivate self-cultivation, material desire can not be too inflated, must be natural and human, respect and love nature. For example, Lao Zi emphasizes "contentment" and "decision" in materialism and hates craftsmanship. He believes that "a rare product is worthwhile". At present, many young Americans respond to environmental values. Their pursuit of life can be expressed in a lyric that is popular in the United States—simple happiness [3].
As Rachel Carson's "Silent Spring" was launched in the early days of western society to reflect on industrial behavior and traditional concepts, many Westerners have become increasingly aware of the importance of environmental protection. In the West, people have realized that it is necessary and unavoidable to limit packaging consumption, and that we should consider future generations as well as descendants of future generations. Westerners are even discussing the use of "green-tax" to limit people's material desires and limit expanding consumer spending.
6. Establishing the ethical concept of designers In the contemporary economic society, businesses have become economical animals, designers have become drummers, commodities have opened up the price level through packaging, and they have also stripped rich people and civilians from the ranks, so people’s psychological lost balance. Soros once said: “The global capitalist system has created a very unfair world. The gap between the rich and the poor is getting bigger and bigger. This is dangerous because a system that cannot provide any hope and assistance to the losers is very It is easily destroyed by desperate behavior."[4]
From this we think that designers can't just act as supporting roles for manufacturers. They should have their own values ​​system to evaluate the world. Our design is not only for consumption and more consumption, but also for the purpose of beautifying people's lives. . Now many domestic packaging ignore the quality of the product itself, and one-sided emphasis on the grade level of commodity packaging, it should be said that this is only a reflection of some designer and consumer psychosis.
“What science and art may do may not necessarily be done ethically.â€[5] Artists and designers, as professional people respected in today’s society, have certain role models in their behavior. Apart from doing their own job, The social consequences of designing products should also be particularly negative, and must bear certain ethical responsibilities. As packaging itself presents some kind of political and cultural features, it is a socio-political and economical winter heat table. We should promote the healthy and sustained positive effects of China's packaging industry.
Is there a restricted area? Human desire is limitless, but social resources are limited. Designers cannot pretend to be self-respecting. They blindly exaggerate themselves for artistic design work. After all, each designer is still employed by different social groups, companies, and companies. It is a profession to earn a living. Therefore, every designer must establish social ethical values, not to please consumers, to please the bosses, and to lose the role of social elites in spite of considerable design fees, regardless of social consequences.
Discussing the Way of Packaging Design in the Society of Immateriality
Wu Wei (School of Fine Arts, Tsinghua University, Beijing, 100020)
Wu Wei (Academy of Arts & Design, Tsinghua University, Beijing 100020, China)
[Abstract] Through a gift box with more than one thousand yuan mooncakes, the melancholy and thinking about the new technology Rococo style was induced. The added value of the commodity packaging in the post-industrial era was brought to the extreme, resulting in the variation of the packaging; the human being has entered the third Over the millennia, in the non-material society, we must reflect on and amend the definition and role of modern packaging, and require the establishment of designer ethics and ethics, strengthen environmental awareness, cultivate the correct value orientation, firmly establish the idea of ​​serving all people, give full play to the designer The elite role in society.
[Keywords] packaging technology, Rococo, non-material ethical responsibility First, the quotation During the Mid-Autumn Festival last year, the author was invited to a friend of the design company guest, this mysteriously invited me to his manager's office, let me see him for business The unit purchased more than one thousand yuan moon cake big gift box. In fairness: The designer of this moon cake box is really trying his best to make every design and process possible. The printing is beautiful and delicate, and people will see that it is a very expensive special gift. What precious baby in the moon cake box was in the end. He smiled and told me: It's not a seven-star companion, just a silver knife and fork utensil.
Needless to say, this kind of gift packaging will be too extravagant for everyone who depends on wages and salaries. However, in the developing China, the new Rococo style phenomenon is prevalent in graphic design. Another example is a copy of a book in a publishing house, leaving a lot of blank space on each page, and some even half a tofu block of text on one page, half is neatly reserved for white; functionally reserved for the reader Reading notes is a form of fashion, too wasteful. We think that such a package, such a book design, has reached the "variation" level, it is necessary to re-revise the packaging concept.
2. Reviewing the History of Packaging in New China In the 50s and 60s of the founding of the People's Republic of China, production was “purchase of purchase and marketingâ€, and the packaging of products was mainly to ensure the safety of its storage and transportation. The so-called “Emperor's daughter does not marryâ€, the packaging of domestic sales of products. Relatively backward. In the 1960s and 1970s, the unprecedented "Cultural Revolution" began. The "Red Guards" movement, which consisted of "big character posters", "concatenation" and "breaking the four old" as its basic form, swept across the country, resulting in the formation of a nationwide package. "The characteristics. From the 1970s to the 1980s, they began to attach importance to the demand for packaging of export commodities. Comrade Deng Xiaoping talked about “the issue of packaging of export commodities†in 1975 “Several Opinions on the Development of Industry†and formally opened up China’s modernization. Packaging curtains. The 1980s and 1990s were the years when China's packaging industry was running. In 1981, China National Packaging Corporation was established. In 1987, China's first two packagings won the world's highest prize for packaging design, the “Star of the Worldâ€. Since the 1990s, the central government has paid more attention to packaging and increased the management and investment of the packaging industry [1]. In 1999, there were 10 packagings in China that won the "World Star" award. With China's accession to the WTO's international market, China's packaging will also go global.
The packaging concept of the Chinese people at the beginning of the founding of the People's Republic was a "national gift." These were the gifts that were used for international conferences and entertaining guests, such as "Maotai" and "Zhangyu" national wines. After half a century in China, the concept of packaging has entered the hearts of ordinary people. Commodity packaging has become a matter of righteousness and righteousness. This change of concept is a gratifying joy for our designers. Especially after the concept of added value was introduced into the design world in the early 1990s, the packaging of commodities really flourished with the slogan of Comrade Xiaoping's reform and opening up. We should cherish the great achievements brought about by today’s reform and opening up, and cherish the remarkable achievements created through the joint efforts of the packaging industry colleagues. Now it is time to put aside the glory and glory and reflect on what we have dealt with daily and have even turned a blind eye. Insensitive packaging concept.
Third, the concept of modern packaging Packaging design is the design of the finished product containers and packaging of the appearance of the design, in order to obtain a kind of human needs, solid, beautiful, creative human things. Packaging can be divided into industrial packaging and commercial packaging, industrial packaging design to protect the focus, commercial packaging design to promote the main purpose. In the commercial competition, excellent packaging design can increase the added value of goods, stimulate consumers' desire for purchase, and have obvious promotion effect. Its ultimate goal is to influence the concept and behavior of consumers, establish commodity brands, and win marketing strategies.
From the analysis in Table 1, the packaging economy plays a special role in the commodity economy. It is non-material and metaphysical. It transforms physical and physical products, supplies and even waste products into goods. Commodities entwine product-packaging, material-intangible forces, and present a variety of radiances in circulation, adding a line of sight to everyday life. The packaging itself is an ancient activity. After the exchange of goods, people use it to save foods for longer and reduce the rate of breakage of goods in long-distance transportation. After entering the industrial society, the commodity cycle of the market economy has been shortened. It is also an attribute product. Due to the large number of manufacturers and companies, the packaging is also marked with the company's cultural characteristics, market competition, and price wars have forced businesses to continuously update their products, constantly transforming Packaging, in order to sell, in order to defeat the competitors, some products are even covered by the packaging of its true function and value, product wars have become packaging wars. When these goods appeared on the counter in the supermarket, whether the products in modern packaging depended on the function of the products or the packaging brought real satisfaction to people. People began to be confused and the concept of modern packaging was confused. Packaging makes the product go to cultural or "ceremonial" products, and its packaging has been personalized, enriched with the human dimension. China is a ceremonial society. Chinese people love face, and packaging of course becomes the face of commodities. It also becomes the face of purchasers and gift recipients. People use product packaging to compare the value of individuals in society and through the packaging of goods. The grades are used to judge the evaluation status of the self in the minds of others and convey the relationship of respect and inferiority. The packaging really becomes a “ritual†existence.
With the infiltration of Western value orientation, packaging also brings consumers a “higher class†and “stylish taste†vision, making the added value of packaging more prominent and moving towards the ultimate, even increasingly deviating from the track of real life. There have been a large number of "flowers" that are not realistic packaging products. Businesses also use media advertisements to make their products have extraordinary effects in the consumer public, and compare expensive packaging to “affordable identity tokens or symbolsâ€.
Fourth, the technology Rococo is the variation of the commodity packaging Rococo former refers to the architectural style of the French from the 17th to the 18th century, following the classicism in the aristocrats and the upper class of the bourgeoisie appeared in the showy, charming feminine aristocratic interest trend of thought, that period The architectural works of art love the use of delicate colors, and they express “a more flamboyant, more delicate, and more frivolous and delicate style... poor and extreme, and tend to be piled up,†just as one commentator at the time described it. "Parasitic classes are to devote their extravagance in a powder-filled atmosphere."
In this article, Tech-Rococo is used to describe the extent to which some of the goods in the packaging industry today are too lavish and wasted to the degree of variability. It is intended to re-modify the meaning of the value of packaging and add value, encourage the positive effects of packaging, and avoid the negative effects of packaging. utility. Packaging should not be an intermediary that fosters bureaucracy and provides corruption. Some people have come into the water for commercial purposes, and the exquisite packaging has become a beautiful trap at this time, affecting fair competition and administrative justice. The rococo wind on the packaging technology also violates the principle of environmental protection. It intangibly encourages the consumption of resources that can be saved. It is out of step with our current policies, and it is not in line with the current national conditions in pursuit of high standards and high-quality material enjoyment. Should not be respected and advocated by the packaging industry and the entire society.
The technology Rococo packaging is for small groups (bureaucrats) with power and those with wealth (businessmen, entrepreneurs). This kind of packaging is essentially a bilateral game that pursues fame and fortune. Because of the pursuit of fame and fortune, this packaging has been given too many labels and symbols, making packaging an endorsement of desire and ritual. This has long been common in the West. In Western countries, some packaging is based on the wealthy class as the design object, and thus the appearance of pursuing extravagance and exaggeration appears on the packaging. While China is in the process of development, the external symbols of product packaging should be consistent with the inherent quality of the product and parallel. It is impossible to injure consumers with luxury packaging and inferior products.
Fifth, the packaging values ​​of non-material society The so-called non-material society is often referred to as the digital society, information society or service-oriented society [2]. The current trend in the design community is to shift from the design of things to non-objects, from the design of products to the design of services, and from the design of physical products to the design of virtual products.
In ancient China, our ancestors learned from the height of philosophy and self-cultivation that today's non-material thoughts. The Chinese ancients emphasized the need to cultivate self-cultivation, material desire can not be too inflated, must be natural and human, respect and love nature. For example, Lao Zi emphasizes "contentment" and "decision" in materialism and hates craftsmanship. He believes that "a rare product is worthwhile". At present, many young Americans respond to environmental values. Their pursuit of life can be expressed in a lyric that is popular in the United States—simple happiness [3].
As Rachel Carson's "Silent Spring" was launched in the early days of western society to reflect on industrial behavior and traditional concepts, many Westerners have become increasingly aware of the importance of environmental protection. In the West, people have realized that it is necessary and unavoidable to limit packaging consumption, and that we should consider future generations as well as descendants of future generations. Westerners are even discussing the use of "green-tax" to limit people's material desires and limit expanding consumer spending.
6. Establishing the ethical concept of designers In the contemporary economic society, businesses have become economical animals, designers have become drummers, commodities have opened up the price level through packaging, and they have also stripped rich people and civilians from the ranks, so people’s psychological lost balance. Soros once said: “The global capitalist system has created a very unfair world. The gap between the rich and the poor is getting bigger and bigger. This is dangerous because a system that cannot provide any hope and assistance to the losers is very It is easily destroyed by desperate behavior."[4]
From this we think that designers can't just act as supporting roles for manufacturers. They should have their own values ​​system to evaluate the world. Our design is not only for consumption and more consumption, but also for the purpose of beautifying people's lives. . Now many domestic packaging ignore the quality of the product itself, and one-sided emphasis on the grade level of commodity packaging, it should be said that this is only a reflection of some designer and consumer psychosis.
“What science and art may do may not necessarily be done ethically.â€[5] Artists and designers, as professional people respected in today’s society, have certain role models in their behavior. Apart from doing their own job, The social consequences of designing products should also be particularly negative, and must bear certain ethical responsibilities. As packaging itself presents some kind of political and cultural features, it is a socio-political and economical winter heat table. We should promote the healthy and sustained positive effects of China's packaging industry.
Is there a restricted area? Human desire is limitless, but social resources are limited. Designers cannot pretend to be self-respecting. They blindly exaggerate themselves for artistic design work. After all, each designer is still employed by different social groups, companies, and companies. It is a profession to earn a living. Therefore, every designer must establish social ethical values, not to please consumers, to please the bosses, and to lose the role of social elites in spite of considerable design fees, regardless of social consequences.