Antique Expression Techniques in Traditional Packaging Design (1)

Tradition is the long production of various cultures and the accumulation and development of the development of speech in the long and unbroken history of mankind. The traditional culture is not only between different times, different nations and countries, and different regions. There are subtle blends (such as the integration of the Persian and Oriental cultures on the Silk Road in the Tang Dynasty), and there are also obvious evolutions and developments (eg, due to the change of political power, the formation of certain cultural differences between various dynasties and other dynasties. More obvious). Therefore, traditional culture in different historical periods, different regions and different nationalities will inevitably show more or less their own characteristics.

In the traditional style of packaging design, the use of antique techniques in the design of an effective creative ideas. Antique techniques can be comprehensively considered and selected from materials, structures, shapes, calligraphy, pattern patterns, and colors. The history of civilization of the great Chinese nation has provided inexhaustible creative gunshots for our vast packaging designers. Regardless of the aspect and quantity involved in traditional Chinese culture, or its inherent content, it is both extensive and profound without comparison.

One of the main functions of the traditional style packaging is to convey from the visual image to the consumer information about the characteristics of the time and space of the packaging object (ie, the product) and the geographical characteristics. Therefore, when we use antique techniques to design traditional style packaging, we must choose traditional cultural elements. However, in the design, the use of antique techniques cannot simply be the simple and straightforward use of certain ancient and folk designs. That is, we cannot consider the tradition from the perspective of a specific form, but ignore the overall artistic conception of the design itself. . In other words, is the use of specific forms appropriate? Can it reflect the artistic conception of the product? Is it resistant?

The overall mood of the so-called traditional style packaging design, the author believes that the following aspects should be considered:

I. Accuracy of time and space and geographical information

There are countless traditional products and native products in China, and the times and regions they produce are not the same. Therefore, before we design a package for a traditional product or a special product, we should use local records or archeological achievements as much as possible to understand and verify the product's various aspects. We prepare for the selection of traditional cultural elements with advanced, geographical or ethnic characteristics. If you randomly or blindly select traditional cultural elements, it is easy to give consumers—especially those who have some understanding of traditional Chinese culture—to convey incorrect information about time and space and geographical information, so that the overall design can Can not afford to carefully scrutinize and lose its proper mood.

Second, the accuracy of the selection of packaging materials in the design of traditional native products

The packaging materials of traditional native products are generally natural materials that can be obtained in large quantities on the spot. These natural materials can be applied simply by simpler processing or simply without any processing. Due to different geographical areas, geographical conditions and climates in different parts of the country and properties in the natural world are not the same. Therefore, different nature products can also give people the ability to convey geographical information. When designing, we should try to consider the natural packaging materials that should be produced in a large quantity in the place where the packaging object is produced, so that it can more accurately convey the product's geographical information. Otherwise it will also affect the overall mood of packaging design.

Third, the traditional cultural elements selected in the design should be as close as possible to the product and have a close organic relationship with the product.

The stronger the organic connection between the selected traditional cultural elements and the products, the more accurate the information conveyed to the consumers about the products, the faster the information is transmitted, and the more natural the feeling for the consumers. Otherwise, it will give people his awkward feeling in regard to this, and even the wrong message will be conveyed.

Fourth, design as much as possible to choose the form of a strong sense of traditional cultural elements

Formal beauty is one of the main contents of any art. Therefore, the traditional cultural elements with strong formal aesthetics can also improve the artistic conception and taste of packaging design. I think this is also self-evident. Therefore, we should also carefully select the information we collected during the design.