Discussion on the National Style of Modern Gift Packaging (2)

Third, the use of ethnic style in gift packaging

In the modern economic life, the packaging of gifts has taken an important position and plays an increasingly important role. People's understanding of packaging is also undergoing major changes, packaging is not only seen as a package of gifts, but a microcosm of marketing strategies. The level of gift packaging directly affects the popularity of the gift, and the quality of the gift packaging is also directly related to the economic development of a country or region.

First of all, ethnic style is often used in the design of modern gift packaging. It can enhance the competitiveness of gifts in the market. Since the 1980s, due to the intensification of competition, designers have tried every means to highlight their own characteristics. In the process of searching for “characteristics of their own”, they often consciously or unconsciously enrich themselves through the use of ethnic characteristics. It is inevitable that the national style is becoming clearer. The modern gift packaging with ethnic style can also reflect the humanistic spirit of gifts. For modern gifts, it is difficult to fully express the culture of packaging design by simply using abstract design techniques. The application of ethnic style in packaging can reflect the national spirit and cultural connotation of gifts.

Second, China's national style is often used in modern gift packaging, such as the use of Chinese calligraphy and Chinese painting art in packaging design, successfully combining traditional art with modern packaging. In the pursuit of aesthetics, Chinese calligraphic art pays attention to the freehand brushwork and the pursuit of deities. Many packages based on Chinese characters are highly original in design. If we learn from patterns of folk people (mostly tie-dye and batik), they will be able to express rich Chinese characteristics. China’s outstanding cultural heritage has laid a solid foundation for the modern national style of gift packaging. Chinese traditional culture is not based on people but on people. Chinese Confucianism, Taoism, and Buddhism emphasize the improvement of personality in different levels of education. Reflected in modern gift packaging is reflected in a connotation of beauty. The Chinese painting theory puts forward the issue of “hiding” and “exposing”. It should not be overlooked. It makes people incapable of thinking and thinking endlessly. Modern gift packaging can be inspired from it. Since the reform and opening up, China's modern gift packaging has made great progress. Based on the inheritance of outstanding cultural and artistic heritage, it can also learn and draw on the foreign design of new technologies and new expression techniques, enriching the design of artistic expression language. In the composition of the screen, the formation of the main body of the text, the description of the main body of the image, the design of the color has been a useful exploration. Especially in the packaging design of similar gifts, it pays attention to the in-depth study of ethnic forms and ethnic styles. In its national treasure house, it absorbs nutrition and uses it to convey the temperament and style of the nation.

Finally, in the market, the most dazzling beauty cosmetics, most gifts "foreign" taste is very strong, but there are a lot of series of cosmetics, but it is completely using the Chinese traditional patterns and colors, plus several Chinese characters in the running script, The market is also very popular with consumers. The combination of design and the most advanced international technology will bring vitality to the development of modern gift packaging. Persevering in nationalization is to adhere to promoting the national style in the Chinese national culture and developing the national essence that is recognized by various countries. We should see that due to the influence of the media such as the Internet and film and television, the national culture of various countries is developing toward the direction of assimilation. The essence of each country’s culture is constantly being absorbed and accepted by other countries and becomes a new component of international culture. Therefore, the Chinese design community should pay more attention to the excavation of the Chinese national culture, influence the internationalization with a unique nationalized packaging design, and make China's gift packaging design recognized internationally and become part of the international design.

In short, national characteristics have “infinite vitality” for the packaging of goods. It is an intrinsic and continuous vitality. It will not die out because of the development of the times. After thousands of years, each ethnic group will still retain their own. Unique style.