The concept of foreign packaging to our enlightenment

Modern packaging design is an absolute necessity attached to the development of modern industrial society. It is an ideology of modern commercial society and the ecology of modern society. The formation and development of European and American packaging are caused by the highly developed commodity economy and material changes in material life caused by the industrial revolution in Europe and the United States, as well as the concept of large circulation needed to expand into the world. European and American packaging and its concepts are attached to their own economic forms, lifestyles, and consumption patterns. They have become a kind of "accumulated content form," which constitutes the pattern and face of the European and American packaging, and the same model that they inherited, as well as the rationality and aesthetics they have recognized. value. Hegel said that "beauty is the sensible embodiment of ideas." The packaging form of Europe and the United States is a concept that reflects European and American packaging.

Practical Packaging European and American packaging has always given people a pragmatic impression. Packaging for protection, packaging for storage, packaging for display, and packaging for sorting - after all, packaging for sale. The purpose of merchandise is to sell it. Of course, packaging is for them to "dress." From the point of view of early packaging, the packaging design contained in the old magazine 70 years ago and the recent packaging design have faithfully embodied the connotation and directly communicated the design of the product's endoplasmic texture. From the hand sanitizer packaging at the beginning of the last century to the pet cat food packaging in recent years, it is called a vernacular packaging. However, the drink is still beautiful, and there is a sense of consistency in the form. Fully speaking words are conveyed in visual form, telling you literally, and even literally, as if Coca-Cola had clearly unveiled the name of the product, and many of the products were conveyed with significant letters, of course, It is carefully designed. The level of packaging information transmission is very distinct and rational. For example, the name, brand, additional nouns, capacity, and company name rationally highlight the first information. The physical image has generous and decent arrangements. The correct information transmission should be Europe and the United States. The basic idea of ​​packaging. Strict normativeness is the other side of Europe and the United States packaging. Due to the earlier development of industrial commerce, a variety of game rules have been discovered during the long-term development process. Therefore, both advertising and packaging have thoughtful legislation. In many packages, there are full and detailed explanations and verification data, which are not allowed to be false and false, and due to the excessive caution of the consumers, many situations that Orientals cannot understand, for example, someone writes articles on the packaging of the United States. Warnings, examples are as follows:
Some children's cough syrup explains: "Don't drive a car or start a machine after taking it."
Some kind of refrigerated vegetables are written all over "please please eat after freezing."
A hair dryer description: Do not use during sleep time.
A chopper is written on the package: "Do not do other uses."
Write on the bag of roasted peanuts: "Warning: Containing nuts, please stay away from young children."
The Hong Kong readers who are familiar with American life have made corrections. They believe that these warning signs are based on legal provisions and clearly aim at the warnings of adults and children. They are in line with the protection of children’s legislation and play a beneficial role. The newspaper contained African people taking Chinese medicines and swallowed the shell wax pills because the package did not indicate that the shell wax pills had to be stripped, leading to a dispute. It can be seen that the normativeness of packaging design is important, especially today's economic integration towards the world.

Packaging as a form and intermediary of all commodities, comprehensive legislation and strict normative is very necessary, which is to safeguard the interests of consumers and the basic positioning of product packaging. Consciousness of consumption and protection of consumer interests are the basic principles of packaging philosophy. This is also the selling point of European and American packaging.


Focus on the development of visual language to study the transfer of graphic symbols Packaging is a kind of visual communication design, as the abstraction of visual language - the development and conversion of graphics and symbols is always a big issue. Abstraction is a kind of concentration and typicality, abstraction is greater than reality. The development of graphics and symbols is an endless design element. It is also a modern design element. The impact and penetrating power of excellent and successful design is derived from the visual language composed of modern graphics and symbols. In addition to a large part of the old pattern and the intrinsic style of complicated forms, European and American packaging attaches great importance to the study of graphics and symbols, resulting in some generous and concise design works. Such designs are also successful. What is interesting is that, regardless of how European and American packaging develops, there are always obvious differences from Eastern packaging and differences from temperament. The national temperament is something in the bone, and it will always be displayed in a certain form. The key is to dig out the essence of the optimality of the national temperament.

Today's society has entered the digital age. Digital has become a high-tech application language. Digital technology has spread across various fields of life. The way of information exchange in life is evolving and producing a qualitative evolution. As a new visual language, graphics and symbols must infiltrate into life. European and American packaging has made useful attempts in this regard. Both figurative and abstract visuals should be viewed as a language in visual design. the study.


CIS establishes brand awareness as packaging image The overall planning concept of CIS corporate image was formed in the United States in the late 1960s and gradually spread throughout Europe, America and Japan. It was formally established and established in the 1970s, and it has a great influence and impact on packaging design concepts. The corporate image and brand awareness embodied on the packaging have become a kind of fashion, and packaging has become a window for displaying CIS strategies. This has already been reflected in European and American packaging. The formation of CIS changes the packaging completely to the historical stage. The packaging has a new concept and form. The packaging is no longer an isolated but an integral part. The packaging not only sells, but also gives the corporate culture and the enterprise. Spiritually, business and consumers are not merely a commodity relationship but have a deeper affinity. On the packaging of some famous brand products, the product name has a more playful awareness, and it has increased the tempting slogans and logo-specific colors, such as Kodak, Coca-Cola and Nestle packaging design, all of which are infiltrating the society. The CIS's overall strategy is evident in all sectors. These packagings have made a qualitative leap in comparison with traditional packaging. The packaging contains not only a product, but the overall concept, which has become a mainstream packaging.


High-tech breakthroughs Because the European and American industries are quite advanced, the high-tech people's sentiments and applications are very deep and extensive, and with the rapid economic development trend, they have stepped into the knowledge-based economy stage. The computer industry and the information industry are developing rapidly. High-tech software has been developed in large numbers, and design and printing have entered a new era. Several years ago, compared to the European and American computer era, our printing and design were still in the stage of slash and burn. Hand-painted design drafts, typesetting, and black-and-white drafting, the backwardness of science and technology will inevitably affect the long-term advancement of design. Advanced computer technology has enabled Europe and the United States. Packaging design adds unlimited possibilities, reduces limitations, and reinforces the normative nature.

The invention, input and application of barcodes are also an era-based advancement of packaging, allowing packaging to enter the supermarket to accommodate a larger market. Anti-counterfeiting marks and the application of the latest anti-counterfeiting technology, coupled with special printing technology, special techniques and techniques of advanced technology is Europe and the United States packaging strengths.

The formulas and styles of European and American packaging design are the laws of freedom. It should be said that in the Eastern countries, no matter from the arts to the multi-processes, the western countries have less constraints on the traditional framework. However, it cannot be said that there is no program, and any historical accumulation will produce a program. European and American packaging has its continuation model and program. However, due to the advancement of high-tech in Western national temperament processing, it is easier for them to abandon the program. In general, European and American packaging has a generous, rigorous, grand, masculine style. The visual scale (a kind of feeling) is larger than that of the oriental packaging. There is a sense of oversizing on the arrangement, and it is a design that cuts people from the front. Pay attention to the large and small structure, less sensibility, and more rationality. Due to space limitations, this article does not provide specific analysis. However, if we look closely at the flags of Western countries, we will find the typical style of a country. The United States has no shortage of packaging that is as tedious as a star-studded flag. Germany has no shortage of packaging designs that are as rigid and nearly rigid as the tricolor.

Author: Chu rainbow Source: China Food Industry