Localized design is just a form of expression
Localized packaging design as a form of expression is understandable, but in today's call for internationalized and globalized design, if this method is regarded as the only way to revitalize design, it may be narrowed to a corner, making our The road is getting narrower and narrower, making our thinking more limited. Localized design is an inheritance of China's traditional culture, and inheritance only depends on the acceptance of material content. In the era of knowledge economy, we have to face the new content of the era and the changes in various fields to guide the new development of our design.
Localized design should highlight local culture
There is no same folk culture in the world, and there are no similar living habits and cultural beliefs. Each ethnic group has its own history, humanities and customs. Our country, five thousand years of civilization history, national spirit, temperament, national customs and human sentiments, national philosophical and aesthetic views have made us immortalized for the rest of our lives, national culture, and folk arts are simple and authentic , Not only reflects the nation's spiritual and psychological qualities, but also reflects the country's happy news and aesthetic taste. Therefore, the absorption of national characteristics and the expression of local customs reflect the inevitable development of packaging design with Chinese characteristics.
In the history of packaging design development, under the influence of local art and local materials, packaging design ideas and styles in different periods gradually formed their own characteristics, mainly reflected in the guiding role of traditional culture and ideas in packaging design. "Harmony between yin and yang", "integration of man and nature", "consideration of reason and reason", "unification of truth, goodness and beauty", etc., are the essence of China's ideological and cultural history, and are a national feature born and raised. With the passage of time, these ideas have penetrated throughout the entire process of packaging design in China. Such as the miraculous and romantic of the Warring States period; the thick and solemn of the Qin Dynasty; the resume of the Han Dynasty, the immortal style; the period of the Three Kingdoms and the Jin and Southern and Northern Dynasties, due to the influence of Buddhism and Western culture, its packaging style "thin" and "forgiving" simultaneously; " "Xianqi" and "Buddha" reflect each other; Sui and Tang Dynasties' "graceful and magnificent" and "great plumpness"; the freedom, rationality, and elegance of the Song Dynasty; the simplicity and atmosphere of the Ming Dynasty; ; All these ideas are the national spirit of our local culture.
As a cultural form, packaging design, from the inner design cultural concept to the outer material design form, expresses the materiality, times and nationality of packaging design.
In the packaging design, to achieve the unity of localization and internationalization, the unity of history and the times, can we have our own national packaging ideas and language forms; can also enhance our national packaging design with continuous innovation And the diffractive power of the world.
Localized design is the basis of design going international
The market is always a measure to measure the success or failure of design. Design without a market is far from meaningless. Therefore, design must face the market and take market demand as an entry point to meet different consumption characteristics as a design goal. Due to the international demand for market competition, in order to meet the needs of international communication, the design must inevitably seek an international common expression language, knowledge and consensus of commodity information, which makes the internationalization of national graphics inevitable.
First of all, in the context of the international market, packaging design is an essential element of product appearance, carrying the important role of information communication, and naturally requires the search for an international common visual language. Secondly, there is the demand for diversification of modern design. The pattern of internationalization of modern design is based on internationalist design, with a situation in which diversity and diversity coexist.
In the diversified pattern of design development, localization is an important aspect, and the internationalization of local images has adapted to this requirement. Finally, it is the requirement of modernization of local design. In addition to the pursuit of consensus, expression, and international characteristics of the communication function, the internationalized content also includes the internationalization of the aesthetic function, that is, the packaging graphic design must meet international aesthetic standards and can be recognized and accepted by the international community. Local ethnic graphics have gone through a long historical stage in the process of their development, with distinctive characteristics of the times. Many of the technical expressions of their formal aesthetics can no longer meet the needs of modern people. Using modern aesthetic standards to reinterpret the new folk graphics is also one of the requirements of the international development trend. In modern design, a truly localized work should not only contain national characteristics, but also incorporate a strong modern consciousness. It is a unity of local style and modern consciousness.
The ultimate goal of localized design is to move towards internationalization
Internationalization is the further development of local culture and a common manifestation of different regional cultures. China ’s traditional culture has a long history of thousands of years, such as dragon boat racing, lion dance, dragon dance, etc. are the festival art that most of us like and enjoy. The joy and joy they bring cannot be used in other forms. Instead, they condense the aesthetic appeal of a rich national complex. Packaging designers pick these kinds of artistic flowers and apply them to the packaging of commodities, which greatly increases consumers' intimacy with products. Excavate design materials from the fine traditions of one's own nation, and through the exchange and integration of different ethnic groups, make the local design features let the world understand, recognize and accept. As a result, local characteristics are transformed into world characteristics, and localized designs are transformed into internationally acceptable design styles.
The packaging of Chinese commodities should have Chinese local characteristics and Chinese intrinsic quality, so that people can see at a glance that they are Chinese goods. Only in this way can they attract attention in the international market. If it is just blind imitation and reference, without its own characteristics, our packaging will lose vitality and competitiveness. Eventually, it cannot be internationalized.
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