The divergent thinking of package design and the integration of cultural features

Creative more divergent thinking

To carry out packaging design, you must develop your own divergent thinking. Packaging design is a kind of artistic creation that combines science, economy, culture, practicality, beauty, convenience, and promotion. When carrying out packaging design, it is necessary to use the unique thinking mode, innovative thinking mode, and reversed thinking mode to carry out the objectives of beautifying goods, promoting sales of goods, realizing the value of goods, and satisfying consumer demands of different levels. The design of angles cannot be confined to certain ideas.

For example, in the packaging design of goods, the thinking will be extended to the furniture industry, decoration industry, children's toy industry, etc., and the design features of these industries will be used for reference in the packaging design of products.

First imitate practice and re-integrate cultural features

There are some classic packaging design works that have lasting vitality. We must continue to imitate and practice them before we can join the characteristics of the times and go beyond these works. Design is derived from life and above life. We should also abstractly imitate various realistic objects in life. Old elements and new combinations form new packaging designs. Only works derived from life are popular works.

When imitative practice reaches a sufficient amount, innovation must be made and cultural features must be incorporated. The cultural features here include many aspects: First, the cultural characteristics of the nation. All ethnic groups have their own history and culture, so their awareness of packaging is also different. Designers should firmly grasp the consumption habits and psychology of consumers in different regions and ethnic groups. Second, it is the cultural characteristics of the times. Different eras have different styles. When designing products for packaging, the design style should take into account the era culture and the era style. The commemorative product packaging design can reflect certain specific contents of a certain stage. The fashionable product packaging design may choose an advanced era style. The third is the cultural characteristics of the product itself. If it is a commodity with a long history, then it must have its own historical style and cultural characteristics. For another example, different types of goods, such as alcohol and tea, have different cultural characteristics. Fourth, the designer's own cultural characteristics. The designer himself generally has his own relative design style. In addition, designers must improve their own cultural accomplishments, and they must have a good understanding of the three cultural characteristics in the front, and even material science and packaging processes.

Grasp market demand for tomorrow

The design of a product's packaging is so beautiful that it cannot enter the market. Without a certain amount of sales, it is a failed design. Therefore, the packaging design must be market-oriented. We must be good at tapping the potential demand and forecasting demand of the market and designing for tomorrow.

To position the market, we must understand the market, understand consumers, understand regional culture, and understand historical patterns. In this way, market research should be conducted before the design to analyze the consumer psychology of the local population and the historical pattern at that time. Comparing the packaging designs of similar products in the market, find out the differences, commonalities and personality characteristics among them, and understand the sales and market share of the products. Then, formulate the design plan, quickly put into the design, as soon as possible to make their own fashion design products into the market.

In general, packaging design is a unity of art and science culture. When packaging and designing goods, we must use divergence thinking, integrate culture, and position the market in order to create good packaging design works.

(Text / Deng Qiaoyun Department of Packaging Engineering, Nanjing Forestry University)

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