Modern Packaging Design under the Influence of Modern Design Trends (II)

The Unique Packaging Design of Countries in the Development of Modern Design

The World War II cruelly destroyed the material wealth people have long created. The serious material shortages and the increase of consumer groups after the war and the rapidly recovering economy have provided objective conditions for the development of modern design. In addition, the development of scientific and technological achievements brought about by armament competition applied to the emergence of civilian and new materials has provided a material guarantee for the development of modern design. Modern design has become a means to meet people's living needs. In Asia, North Europe, Britain, the United States, Germany and other countries in the world, modern design gradually integrates with the local social, economic and cultural life, becoming a magic weapon for the economic growth of various countries, and combining the national conditions of their respective countries has formed different design styles. personality.

In the United States, the commercialization of design is very strong and design is seen as a means of making money. The promotion function of modern packaging has been brought into full play, and the packaging design has been influenced by commercial design, constantly changing styles, and winning consumers' favor with popular fashion.

In Scandinavia, Scandinavian countries have been working hard to create their own beautiful homes. Design has become an important means to improve their lives. Modern packaging design has become a part of life, and thus the ecological concept of packaging was first embodied there.

In Western Europe, German and Italian moments lead the design trend. In Italy, design is seen as a reproduction of culture, and packaging design becomes a form of cultural design. In Germany, there are achievements in design education. After the influence of Bauhaus education, the philosophy of running school and the creation of design science at Ulm College have added new milestones to modern design. At the same time, the Germans also praised the world for their rigorous and concise design styles. Emphasizing technology and analysis in packaging design is the embodiment of this concept.

In Asia, with Japan as the representative, modern design has also developed rapidly. Japan has created a new model for the development of modern design. It has implemented a "dual track system" in design and has taken the road of integration and coordination between modernity and tradition. The specific approach embodied in packaging design is that: for the packaging design of export products, internationally recognized design principles are adopted, and design features such as fineness, cleverness, spirit, and smallness are incorporated; and for domestic consumption, packaging design fully reflects Japanese traditions. The love of vertical and horizontal bars and simple geometric figures in the culture has made the works of tranquility, ambiguity, cleanliness and simplicity.

Diversified modern packaging design

With the development of society, western countries have entered the affluent society since the 1960s. The industrial and economic structure of the society has begun to adjust gradually, and the focus has shifted from the first and second industries of material production to the third industry of non-material production; The low-tech industry in the office turned to high-tech industries; products began to shift from high energy consumption, standardization, and mass production to low-energy consumption, large added-value, diversification, and small-batch production; from the “quantum revolution” in the early post-war period to “quality revolution”. Therefore, these changes will inevitably promote changes in consumer attitudes and create a diversified demand market.

The diversified needs have led to a diversified design and a diversified packaging. The packaging design after the 1960s has a variety of design styles. However, among the numerous design schools, we can see the main trends and tendencies of today's modern packaging design, which are embodied in:

1, minimalist tendency. The development of modernist design ideas, emphasis on "less is more," advocated minimalist design, the pursuit of a ruined simple and elegant packaging.

2, the tendency of local justice. Advocating packaging design into a strong local flavor, with some natural, natural materials and colors, to show the packaging design is very simple but without losing the modern style.

3, high-tech trend. In the packaging design, we can make use of all available scientific and technological means to fully display the beauty of modern technology. The technique of expression emphasizes the exposure of packaging products and structures to form light, fast, and flexible features.

4, postmodernism tendencies. Influenced by the post-modernist design trend, the principle of anti-modernism design in packaging design is concise, emphasizing the decorative design, boldly adopting vivid colors and striking texts, and advocating the use of materials from traditional culture to create and pursue Kind of funny, humorous feeling. Therefore, the postmodern style packaging design has no uniform appearance, but incorporates the tendencies of historicism, decorativeism, eclecticism and metaphor design.

5, human design trends. The people-oriented design concept has always been the packaging designer's arduous efforts, and emphasizes the harmony and unity of packaging, environment, society and people. It is designed from the perspective of human physiology and psychology to maximize the comfort and health of human beings.

6, environmentalism tends. Under the impact of the wave of green design in the 1980s, the concept of green design for packaging design has been popular in the design community. It reflects the designer's concern and responsibility for the ecological environment. Requires packaging designers to design in accordance with the “3RE” principle in design, minimize the consumption of substances and energy, and reduce the emission of harmful substances, make packaging waste as easily as possible, recycle and recycle. Reuse.

(author / Hu Junhong over the mountain)
Source of information "China Packaging Industry"


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