The Fusion of National Culture in Modern Packaging Design

[Abstract] Every nation in the world has its own culture, which affects all aspects of human life. Modern packaging design has embodied various ethnic cultural phenomena, and the boundaries between the two different concepts of design and culture have become increasingly blurred. According to the interaction between modern packaging design and national culture, the application of national culture in modern packaging design is analyzed from the four aspects of design manifestation—package text, packaging graphics, packaging color, and packaging materials. The cultural concept of advancement, while actively carrying forward the national culture, vigorously develops the introduction of modern culture and further explores a new packaging design culture system.

Keywords: packaging design; national culture; modern culture

Culture is the sum of material wealth and spiritual wealth created in the course of human society's historical practice. As a historical phenomenon, it permeates the entire process of human development and penetrates into all aspects of humanity. Culture influences people's production and life in an invisible way and becomes an invisible concern. The transmission of cultural information has become the focus of information transmission. The cultural information in packaging design enables consumers to communicate with the product. Its cultural heritage has a strong attraction and forms a bridge between products and consumers. The world culture is composed of different ethnic cultures. Due to the differences in natural conditions and social conditions, the languages, customs, ways of thinking, and aesthetic concepts of different ethnic groups are all very different. Different peoples have different packaging designs. Modern commodity packaging design is no longer confined to simple product protection functions. It focuses on meeting the material needs and spiritual needs of human beings. At the same time, it has formed a unique culture that is transferred between commodities and consumers. It is a culture. design. Today's society has entered a new stage of rapid development of modern commodity economy and science and technology, and the social culture is increasingly diversified. This requires that when designing packaging, not only should it pay attention to its aesthetics and functionality, but it should also consider its unique cultural charm. While actively absorbing and borrowing from foreign cultures, we should also pay attention to the development of traditional ethnic culture. For example, the use of antique calligraphy and painting in tea packaging reflects an elegant national culture. The combination of exquisite glass and original hemp rope in wine packaging reflects the organic combination of national culture and modern culture. From this we can see that packaging design and national culture are inextricably linked, and the two are complementary and mutually restrictive. The interaction between commodity packaging design and ethnic culture is mainly reflected in two aspects. First of all, modern commodity packaging design can reflect the cultural patterns of different ethnic groups. It will subconsciously pass on a cultural signal to people, affect people's lifestyle, aesthetic taste and moral cultivation, reflecting the cultural background and culture of the nation. Connotation. Secondly, the different cultural concepts created by different ethnic groups are reflected in the design of modern packaging. The national psychological and social awareness it reflects also affects the design of modern commodity packaging.

1 Application of Ethnic Culture in Modern Packaging Design

The packaging design includes many aspects such as text, graphics, colors, and materials. Each nation, starting from its own culture, communicates cultural information from multiple perspectives through different expressions of these design elements, and resonates with the cultural psychology of consumers to attract consumers.

1.1 Ethnic Culture and Text

In the design of commodity packaging, the role of text is extremely important. The brand name, use, manufacturer, slogan, and other related information of the product need to be described in words. Text is an important part of a national culture. Its form reflects the country's cultural features and cultural heritage, giving consumers a clear indication. For example, a very important feature of Japanese design is its dual-track parallel system of tradition and modernity. In Japan's commodity packaging design, you will find that while the international style is prevalent, the national cultural style of Japanese packaging design does not. Because of the weakening of the influence of international style, but to carry forward their own national traditions. For example, its text design is unique. Japanese designers can conceive creative ideas based on the characteristics of different goods and form different font design styles, which makes the goods packing style elegant and unique, with distinctive national characteristics. Japanese characters are influenced by Chinese culture. At first, they did not have their own texts and the relationship between geographical conditions. The Chinese characters were introduced into Japan through North Korea. For a long time, Japanese people used Chinese characters as a carrier for spreading ideas and expressing emotions. Later, the Japanese made choices on the basis of Chinese characters to create characters that belonged to their own ethnic group. In Japan's commodity packaging design, there will be many uses of ink calligraphy with Chinese characteristics, this text design formlessly shows that the Japanese national culture is strongly influenced by Chinese culture. Therefore, in absorbing the corresponding cultural factors of other countries or nations, we should take the culture of the nation as the starting point, exchange and infiltrate each other. The ultimate goal is to develop our own national packaging design culture. Second, with the continuous development of the world economy, world culture has begun to integrate. In the past, the single traditional culture has become more diversified and modernized. The diversification of culture puts forward new requirements for the packaging design of goods. In the packaging of goods, due to the cultural differences, the multi-language versions of product descriptions are often found. In addition, the emergence of printed fonts also breaks the pattern of traditional fonts dominating the world. .

1.2 Ethnic Culture and Graphics

Graphics is one of the important elements in the visual design of packaging, and is a manifestation of the visualization of product content. It mainly includes designs, paintings, and photography. In the packaging design of goods, the use of good graphics can increase the aesthetics of the entire package and enhance consumers' aesthetic appeal. At the same time, the use of different graphics embodies the customs and cultures of different nationalities, countries, and regions, and grasps the cultural implications of graphics. This not only reflects the cultural orientation of the commodity, but also conveys to consumers a message equivalent to culture. For example, the use of Chinese painting in tea packaging. Tea is a characteristic beverage of the Chinese nation. It has been the love of literati and migrants since ancient times. Chinese painting is a symbol of Chinese culture. Two kinds of extraordinary temperament embodied in culture have created a strong sense for consumers. Ethnic culture atmosphere, in addition, a book aroma revealed in the painting, people can taste from the tea to literary talent. Chinese painting has established a bridge between tea and scholarship. The use of graphics in merchandise packaging also takes into account the cultural background of different nationalities, countries, and regions, and is affected by them. For example, the French think that spades are a symbol of the dead; Japanese people regard chrysanthemums as a symbol of the royal family, while Latin American countries regard chrysanthemums as demon flowers; Indian and Arab countries ban the use of pigs as trademarks; use of English and British bans Elephant graphics, local residents believe that elephants are large and useless, because of concerns that consumers are not welcome, the resellers in these countries are afraid to purchase Chinese “White Elephant” batteries.
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