The Idea of ​​Modern Packaging Design and the Responsibility of Teaching Solution (I)

[Abstract] Taking advantage of the research achievements of later generations, starting from the era background of contemporary packaging development, we analyze various contradictions and problems faced by contemporary packaging design, and put forward the requirement of reforming the status quo by strengthening the dissemination of humanistic knowledge of the packaging design profession in colleges and universities.
Keywords: packaging design; postmodernism; packaging education With the prevalence of modern and post-modernism, with the penetration of modern production and consumption concepts, inspiring hedonism has become a fashionable life philosophy, and cultural globalization (essentially, culture The trend of Americanization and the invasion of western cultural hegemony have made the national culture a crisis. China's packaging has grown rapidly with the development of China's economic construction. It is a product of the new era and is deeply influenced by modern ideas and modern life. China's modern packaging design has made great progress. The design theory has gradually improved and the design skills have matured. However, many designs in the era of Xunzi have a zeitgeist, vulgar concept, and a herd mentality, or follow the customary design, design, or fashion. The style of the foreign school was forced to cater to the lavish and extravagant consumerism of the era and plunged into a vicious cycle of contradictions, restrictions, helplessness, blindness, and ignorance, leading to the loss of self-aesthetic ability of designers and self-identification. The abandonment of capabilities and the lack of self-design principles have created an unbearable emptiness, weakness, and despondency in the domestic packaging design industry.
Specifically, China's modern packaging design field includes the following aspects: First, inherit the tradition and follow the modern issues; Second, the problem of imitation and innovation; Third, economic interests, commercialization and environmental protection needs, artistic requirements The fourth is the contradiction between computer design flow, batching, mode and individual creativity; the fifth is the issue of marketing strategy and the loss of creative initiative; the sixth is forced to cater to consumers. Fun, inadvertently contradicts the modern sense of hedonistic life philosophy and the artist's awareness of moral consciousness. These problems have already caused widespread concern and discussion in the design and theoretical circles. During the debate, the crux of the problem has gradually become clear and the direction has gradually become clear. However, the theoretical world has failed to realize the characteristics of Chinese packaging design in a real sense. Classical.
The design of “敝” as mentioned above is inferred by the designers themselves in the following aspects: When inheriting traditions and following modern issues, modern designers do not understand tradition when they feel a strong modern style. On the issue of imitating and innovating, modern designers can quickly understand fashion, grasp skills, and produce results quickly just by virtue of their cleverness and skill. Compared with this, innovation is how hard it is to make innovations, and there must be strong knowledge as a foundation. With a pioneering spirit of innovation, this has discouraged some designers. When it comes to economic interests, designers generally take the initiative to cater to the interests of merchants and give up many other innovative factors, such as the use of new environmental protection materials, humanized design, and so on.
The rapid development of modern computers, printing, and media has become a motto of the times in terms of mass production, unification, standardization, and stylization. Art, especially design, has been copied and produced on a large scale by Shang Jing, and everything has become an “image”. The existence of "original works" and "original ideas" all lead to the loss of subjectivity in design, and personal design is obscure. With the popularization of the “knowledge economy era”, knowledge has lost its traditional value and become commoditized. The intellectuals are indifferent to the cultivation of the moral and soul dimension and pursue the cold ethic of the commodity world. Packaging designers work in the commoditized world. It seems to be a matter of justice to cater to the tastes of consumers. In today’s era of ebullient hedonism, some designers are even proud to lead a more extravagant design trend. Not only do they have very few people Considering this ubiquitous era of packaging and packaging products as a social responsibility for designers, we must instead undertake to emphasize the design of audiophile entertainment and physical sensory stimulation to create pollution in the spiritual field. Imagine guiding a “green spirit garden” of packaging design with truly classic creativity and creating a new design trend. To be a true creator, you can only settle on the ranks of non-instant imitation.
Through examination of modern packaging design in China, it is not difficult to see that modern designers have a wide range of knowledge, skilled computer skills, and mastery of craftsmanship. Designs often show high skills in modeling, patterns, and color matching. But despite this, the infatuation that is overshadowed by contemporary packaging design still leaves people unresolved. The formation of this situation is inseparable from the designer's own chest, morality, and pursuing qualities. The elimination of this situation will naturally need to be improved by the designer's own quality, and education should bear part of the responsibilities and obligations. . (To be continued)