[China Packaging Network News] The cultural identity of packaging design is deeply rooted in the development of culture itself. Since global cultures originate from different sources, it's natural that national characteristics emerge. The nationality of packaging design culture is primarily reflected at the conceptual level of its structure, representing the shared psychological traits of a nation. Different national backgrounds and environments shape unique cultural concepts, which are expressed directly or indirectly through design activities and products. For instance, German design emphasizes science, logic, and precision; Japanese design is known for being innovative, elegant, and human-centered; Italian design exudes sophistication and romanticism. These styles are all shaped by their respective cultural foundations. Similarly, Chinese packaging design showcases smoothness, completeness, symbolism, and balance—reflecting the introverted personality and relatively conservative mindset of the Chinese people.
The design system originates from the consciousness of design, materializing this awareness and evolving from the national design philosophy. As a result, design activities and outcomes carry distinct national identities and brand characteristics.
However, the nationality of packaging design culture is not static. It coexists with the times, evolving alongside societal changes and shifting values. Through continuous self-renewal, it maintains its unique identity. Therefore, we should not be confined by a narrow national perspective or blindly pursue standardization, as this could limit our growth and lead to stagnation.
Packaging design culture is both national and contemporary.
After a nation forms, it undergoes a long and complex historical development. At each stage, its culture displays specific temporal characteristics. Recognizing and developing packaging design culture means understanding its time-bound nature. This is because packaging design culture is essentially a process of historical evolution, accumulating and integrating design elements from each era. It combines traditional values with modern practices, embodying a dynamic balance between past and present.
The temporal aspect of packaging design culture is mainly seen in its organizational structure and material form. However, design is closely tied to the times, focusing on evolving concepts. With globalization and rapid technological advancement, society has transformed significantly. Information spreads faster, openness becomes more widespread, social structures and values diversify, aesthetic preferences change, and human interactions become more frequent. People's demands increase, and industrial culture evolves, bringing challenges like environmental issues. In response, designers must adapt and create packaging that reflects the current era—an essential task today.
The temporal nature of packaging design makes it impossible to measure with fixed standards. Each era has its own criteria, and neither today’s nor yesterday’s standards should be considered absolute. Evaluating historical design culture requires an understanding of its context. Every era’s packaging design has its own value system, historical position, and limitations. Without such awareness, we cannot fully grasp the essence of design culture in any given period.
Nationality and temporality are two fundamental aspects of packaging design culture, manifesting at different levels of its structure. The material layer tends to be more time-sensitive and thus more adaptable and popular. The psychological layer, however, is more national, stable, and resistant to change. When two different packaging cultures meet, the first thing noticed is the material layer. Over time, deeper layers—such as institutional systems and core values—become apparent. Japan’s post-war packaging industry development and China’s introduction of advanced technologies and management systems illustrate this process.
The formation of national identity often follows trends. National characteristics in packaging design reflect the choices of the times. While inheriting traditional values, transcendence is key. Designers must understand the world around them and recognize the connections between design and other disciplines. This allows them to update knowledge, break free from outdated ideas, and drive the evolution of packaging design culture.
Each ethnic group develops its own packaging design culture system, and within each era, these systems evolve further. While there are common cultural elements across different systems, there are also unique features. These reflect both the universality and particularity of packaging design culture. Every nation’s design culture contains a human dimension, where the essence of design lies in its national roots, while its universality emerges from its uniqueness. This is a dialectical relationship between design and culture.
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