As an important part of modern design, modern packaging design is closely related to the evolution of modern design. Whether it is theoretical or specific design practice, packaging design is always at the forefront of the dynasty, and expresses a new wave of design. Design mainstream. The modern packaging design has emerged from nowadays, a large number of style schools have emerged, a variety of expression techniques, through its changes in silk, can be prying into the constraints and influence of the universal laws of modern design trends in different periods. There are always different manifestations.
The reflection of early modern design trends in packaging design
Both the arts and crafts movement and the Art Nouveau movement were dissatisfied with the status quo of machine products after the Industrial Revolution. They attempted to seek a balance between art and craftsmanship, trying to make artists move toward life and produce popular products. However, due to the failure to step out of the handicraft production model, it can only serve luxurious and extravagant designs and serve a small number of elites.
Packaging design during this period is an important constituent element of modern packaging to industrialization. On the one hand, the styling is constrained by the design trend of modern industrial products; on the other hand, the decorative aspects of visual communication are influenced by the modern graphic design trends. Both the arts and crafts movement and the Art Nouveau movement relate to products, furniture, services, graphic design, and even painting and sculpture. Therefore, from the moment the modern packaging was produced, its design couldn't get rid of the constraints of modern design trends.
To sum up, the impact of early modern design trends on packaging design is embodied in:
(1) In terms of styling, the principle of combining "art and technology" is emphasized, and simplicity and naturalness are sought. Embodies the functionalism of "proper design".
(2) In the decoration, emphasizing decorative patterns, advocates the absorption of material from nature.
(3) In the composition, emphasis is placed on the harmony of classicism, the pursuit of symmetry, stability, and grace.
(4) Formally, it is advisable to draw on the simple and unadorned naturalist style of the Middle Ages.
(5) In the text, there are a lot of novel fonts, and advocate the use of eye-catching, clear fonts.
The Influence of Modernism on Package Design
After World War I, the level of industry and science and technology has further developed. People have already recognized machine production, but neither the "arts and crafts" movement nor the Art Nouveau movement has solved such a problem: How did the design of the industrial era? Adapted to large-scale industrial production models. Under such conditions, on the one hand, due to the development of construction technology, there are many modern constructions. On the other hand, various artistic movements such as futurism, expressionism, constructivism, etc. have also flourished. The style school and composition school work have gradually changed people's judgment. The combination of various factors has contributed to the ambiguous modernism. In particular, the creation of the Bauhaus School has spread modernist ideas widely.
With the ups and downs of modernist ideas, the design concept of modern packaging design has gradually matured. After various styles of baptism and collisions with many concepts, modern packaging design has gradually formed the following design principles:
1, the principle of functionalism. Formal adaptation function is advocated. At the same time, the functional extension of packaging includes material functions, mental functions and aesthetic functions. Therefore, the simple and clear shape and decoration form the mainstream of packaging.
2. The principle of rationalism. It advocates using scientific and rational methods to solve the problems of design, emphasizing that packaging design is a combination of emotions and rationality, and that there should be more rational thinking and less emotional impulses.
3, the principle of combining science with art. Packaging design is an art. Through its works, it will arouse people's aesthetic feelings*, enhance people's aesthetic concepts, and embody social aesthetic values. At the same time, packaging design is a science that integrates comprehensive knowledge in aesthetics, engineering, psychology, behavior, and writing.
4, "machine aesthetics" principle. Packaging design is an indispensable part of the modern product design to the market, and its aesthetic appeal is inevitably influenced by the “mechanical aesthetic†judgment of the industrial design at that time. Therefore, most of the modern packaging basically pursues the shape of geometric shapes. Square boxes, bottles, and graphics and text composition composed of dots, lines, and faces all reflect the aesthetic concept under the mechanized production model.
5, the principle of the times. Modern packaging design moments are combined with new technologies, new materials, and new processes that represent the development level of the social productive forces. Modern materials such as plastics, glass fiber, glass, and metal are widely used to form a packaging production process that matches the material, and has also contributed to modernization. The development of packaging technology.
6, the principle of market supremacy. The modern packaging design has the role of a silent salesman. The sales function of the packaging promotes the packaging to be considered economically and practically. On the one hand, it must increase the added value of the goods through its design, and on the other hand, it must satisfy the material and spirit of the people through its design. Needs.
(to be continued)