The famous cultural anthropologist Marinovsky once said: "In the life of human society, all biological needs have been transformed into cultural needs." Modern packaging design is a culture-based and life-based, Modern-oriented Shishi subject. Therefore, whether in theory or in practice, we should treat packaging design as a cultural form.
In modern society, the study of design theory is not only an in-depth analysis of a discipline, but also a cross-disciplinary overview. Taking packaging design activities as a cultural phenomenon is not only a matter of simple material function and spiritual needs, but the connotation is what modern designers must explore.
Culture is the sum of material wealth and spiritual wealth created in the course of human historical practice, so can packaging design culture be said to include all behaviors of people and the things created by satisfying these behaviors, and formed based on these aspects Psychological concept. Generally speaking, these compound wholes composed of many design cultural elements can be divided into three levels.
First, the material layer of packaging design, which is the surface layer of design culture, mainly refers to the material carrier that contains elements of design culture. It has materiality, basicity, and variability. It also judges and corrects the organizational system of design.
Second, countries with more advanced packaging design culture in the world have their own relatively complete organizational systems. In countries with relatively backward packaging design culture, most of the organizational systems are incomplete. They are scattered in other hierarchical systems such as politics, economy, culture, and law, and there is no sound independent system and status. Without this level, the designed individual will fall into self-indulgence and the group will become disordered.
Third, the conceptual layer of packaging design. It is a cultural psychological state, so it can also be considered as the consciousness of design culture. It is at the core and dominant position and is the basis and basis for all activities of all elements of the design system. The impact of the development of science and technology, the improvement of productivity and the advancement of culture on the packaging design culture is mainly reflected in aspects such as production and life concepts, values, thinking concepts, aesthetic concepts, moral and ethical concepts, national psychological concepts, etc. . It is the most stable part of the design culture structure and the soul of the design culture. It exists in the human heart. If there is any development and change, it will eventually be directly or indirectly expressed at the organizational system level, and thus stipulate its own development Harmonize laws, absorb, transform or exclude heterogeneous cultural elements, and influence the development trend of design culture.
The three aspects of packaging design culture are related to each other to form a system that constitutes the organic whole of packaging design culture. The material layer of packaging design culture is the most active factor. It is active in changes and frequent in communication. At the same time, the development of packaging design culture is always reflected in it first. Such as China's reform and opening up, learning advanced foreign sciences, culture and technology, and product infiltration are playing a leading role in this cultural shock.
In the market, product packaging has been renewed and replaced in an endless stream. The organizational system layer is the most authoritative factor. It stipulates the overall nature of the packaging design culture. It is an important link for maintaining the intergroup relationship of the design, and it is also a guarantee for the scientific and effective implementation of the packaging design. The system of criteria constitutes a criterion for packaging designers to engage in design activities. Furthermore, the inner layer of psychological awareness is correspondingly more conservative and stable, which is the core of the design culture. Different design concepts will bring different behaviors and social results. Recognize the new requirements imposed on us by the new environment, and master new ideas, new concepts and new methods that meet such new requirements. This is the new design concept. height. The three are interdependent, combined, infiltrated and reflected in each specific packaging design activity and design work.
The elements of packaging culture spread in time and space, and exist in a certain space, that is, in the necessity of the same social group, the nationality of packaging design culture has emerged, because the culture exists at a certain time, that is, the necessity of the same social history change It has produced the times, nationality and times of packaging design culture, which constitutes the social and essential attributes of packaging design culture.
The national nature of packaging design culture involves the genesis of culture. It is because the cultures of the world do not come from the same source. Of course, there is a nationality problem. Every nationality in the world is restricted by different natural and social conditions. , All form different languages, habits, morals, thinking, values ​​and aesthetic concepts from other nations, and thus inevitably form a distinctive national culture.
The nationality of packaging design culture is mainly expressed on the conceptual level of packaging design culture structure, which reflects the psychological commonality of the entire nation. Different cultural concepts caused by different ethnic groups and different environments are directly and indirectly expressed in their design activities and products, such as the scientific nature of German design, logical and rigorous, rational modeling style, Japan ’s new, smart and light The exquisite and humane characteristics, as well as the elegance and romantic sentiment of Italian design, are all born in the atmosphere of their cultural concepts of different nationalities. Another example is the stability, perfection, allegorical and formal integrity and symmetry in Chinese packaging design style, which is also the reflection of the inward psychological characteristics of our people and the relatively conservative social consciousness.
Since the design organization system is born out of the concept of design consciousness, it is the materialization of design consciousness, and is derived from the national design consciousness. Therefore, its activities and practice results under the guidance of people ’s design concepts are all covered in different national colors. Put on the national brand.
Of course, the nationality of packaging design culture is not only stable and conservative, it is in the unity of opposites with the times, with the development of social life and changes in social concepts, it is also constantly updated in its unity of opposites , Develop their own characteristics. Therefore, we must not be confined to the consciousness of self-centeredness and embark on the path of national standardization, otherwise, we will certainly be self-defeating. Remember this sentence: a person can use social standards instead of personal standards to measure everything, and the person will mature. When a nation uses world standards rather than national standards to measure everything, then this nation will mature.
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