Talk about packaging design industry and market incubation (2)

3. Relationship between packaging design and market business behavior

China's packaging design education community has such a universal understanding that the practice of packaging design must be accompanied by commercial activities. Under the condition that the quality of Chinese national culture is generally limited, the result of practice must inevitably hurt the culture of packaging design. Attributes. Here, people subconsciously consider Western packaging design trends as a measure of whether there is a "package design industry" standard. Therefore, there will be a huge gap between the "package design practice" for the Chinese people and the "package design industry" for the West. It seems that "fish and bear's paw can't have both."

When we look at a lot of Western packaging design work, when we look at the works of Chinese packaging designers that are growing up, we really feel a gap. We admit this gap, but also clear ways to narrow the gap, in addition to improving their theoretical literacy, the most important thing is to rely on packaging design practices. Without a lot of general and good packaging design practices, it is impossible to produce a high level of good packaging design. Notice that the height of Western packaging design today is also a step by step step by step.

Of course, from a different point of view, a large number of packaging design practices do have side effects, which is the “pure commercialization” tendency of packaging design practices as a means of earning a living. Needless to say, packaging design practice is an economic activity closely linked to money. There is a relationship between "paying for packaging design fees" and "selling packaging design intelligence" between customers and packaging designers. At the beginning of the packaging design practice, people were able to create their own trust in the trust of their customers. Once the packaging design project came in, the "pure commercialization" phenomenon began to happen. Instead of being down-to-earth, the mediocrity of madness replaces the original concept of plagiarism, and the savagery replaces meticulous craftsmanship. The aim is to recoup as much of the packaging design as possible for a limited period of time. In such an atmosphere, there is no "culture" in the packaging design.

4. Packaging design market is the basic condition for the survival of packaging design education

Packaging design is actually a service for the enterprise's market. On the one hand, you need to understand what the customer needs. On the other hand, you should be able to stand on the customer's behalf and provide customers with practical solutions. The college is an institution for cultivating students. After graduating, students must enter the market. The market needs more than just a few renderings. At present, education cannot be separated from the market development pattern. There are also many talented packaging designers who have just come out of school but have not been re-used in the company. Students complain that the company “Bole” is too small and complains that the school education is too backward to apply what they learn. There are specific things in each link of the school, industry, and industrial chain. Do not go out after studying at the school gate. Now that students have responded to various complaints after graduating, it is actually a question of how education and market are combined.

The packaging design market is the basic condition for the survival of packaging design education. Although there are differences in the organizational form, industry advantages, and creative packaging design models between the college and the market, it is in the realization of excellent packaging design talents, extensive packaging design practices, profound theoretical foundations, and keen response to the market. The goals of the packaging design, the company, and the success of the market are the same. This is a question of the relationship between education and industry. Peking University has Founder companies, Tsinghua has Tongfang and Ziguang, Jiaotong University has Nanyang, Zhejiang University has Heiner, and the School of Packaging Design can not have a packaging design center. Yubei Founder and Tsinghua Tongfang They were small studios at the beginning of their business. It is already a listed company, who can predict that we will not play an important role in the industry? We have teaching and research equipment for various disciplines in packaging design, and there are a large number of research teams engaged in professional teaching for many years. It can be said that it is from the arts and packaging. There are experts in every aspect of the industry, from design to engineering. This is our advantage.

Packaging design education combined with the packaging design market, even if it was a small package design project, it really hurt us, because at that time we can come up with "capital", at best, only a few years of cold eyes practiced a pair of "art eyes" The title of university teacher. After experiencing the nails in the customer's place with the packaging design made with the "modern packaging design" knowledge taught in the school, we began to feel the importance of the problem: the traditional arts and crafts textbook only tells you the laws of the United States The knowledge most needed by practitioners is not given by education, but only by "doing a secondary school" like Bauhaus does. In the implementation of packaging design projects, we must also lay down the shelves and ask people who are rich in practical work experience, such as architects, engineers, construction management engineers, accountants, and craftsmen. Learned how to play a creative role in packaging design on the premise of overall budget, material selection, schedule progress, construction scale, quality control and other factors.

Practice is the sole criterion for testing truth, and time is the best evidence for confirming prophecy. History puts the packaging design in front of us in a macroscopic way; no one tells you how the packaging design process works; no one tells you how to use limited funds in a very poor country and very difficult conditions. Doing a good "appropriate" packaging design for the packaging and design school; no one tells you how to understand how "innovation" and "reform" should be understood by the other party in a country where packaging quality education is still very backward.

Paying attention to the cultivation of packaging design and practical ability, from the surface of the secular, it seems that teachers and students are solving their own economic benefits, or a way to “work and study”. However, at the deeper level, it is the best starting point for educational theory and practice. Through practice, packaging designers will be greatly strengthened in their sense of responsibility for professional, close to industry, close to the market, close to society, and solve real-world packaging design problems.

There is also an unavoidable role of packaging design teacher in packaging design education. The packaging design teacher should have a strong sense of role change between the market and the students and be able to hold it properly. Due to the professional characteristics, packaging design teachers often need to take on two roles. In the face of the market, they are packaging designers or managers who are involved in the competition in the market. Therefore, there should be a role transition between the market and the students. Consciousness and grasping should be appropriate, because the market is engaged in specific operations, and the conclusions reached are practical, but there are often limitations. School education requires a certain degree of perspective to view the issues, not to mention the fact that many students have different situations. There are different and different possibilities for development. They must not be instilled in them with local theory or extreme views. The market phenomenon is constantly changing. Excessive pragmatism in education is likely to cause students to be helpless in the face of new circumstances. That will be a sin for educators. As both roles, there should be more in-depth thinking and behavior, giving students the choice of methods and space, and specific experience can only belong to individuals, with reference value, but not necessarily applicable to all peers, isn't it? Today's packaging design and education institutions should immediately reflect this rapidly changing packaging design market environment, but it should not be so that they will become training classes that are now buying and selling. No matter how much it meets the needs of the market, it must consider how to work. Contributing to the growth of these future packaging designers.

The market's demand for creative packaging design work is endless, while the core of packaging design creativity is the use of thinking methods and methods. This is something that cannot be simply covered by the expression form or operating techniques. The forms and techniques are relatively fixed. However, methods and methods can be integrated into various things or fields. In actual situations, education in forms and techniques occupies a large proportion of our teaching, and due to insufficient input, teaching contents of forms and techniques are also relatively simple and scarce. You need to know that students are "innocent." With the globalization of the market in the future, the impact of foreign packaging design on China is undoubted, and it can be seen that the pressure on the work of the packaging design education sector is also an opportunity for learning. However, we have been too eager to grasp the old skills teaching and shouted, “Basic Education. "It can only be a kind of helplessness that can't solve the problem. Under the current unsatisfactory teaching conditions, the focus of solving problems can only be focused on the frontline of teaching. The quality of teacher analysis and thinking will be directly determined. The teaching effect is summarized through skill operation, reflecting methods and reflecting the way of thinking. For art students who are already inclined to perceptual thinking, only instilling "ingenious" methodologies is often difficult to have practical results. It is an important task for teachers to promote experiential operation and communication inspiration in professional packaging design courses. Indoctrination should be left to the library.

(to be continued)