The Aesthetic Consciousness of Modern Packaging Container Design (I)

The design of packaging containers should have aesthetic value. This is almost no controversy because people need not only material satisfaction but also spiritual satisfaction. Therefore, excellent packaging container design should be a high degree of unity of material function and spiritual function. From the aspect of material function, its content lies in its function, its form reflects the structural form and expression of utility significance; in terms of spiritual function, its content lies in whether it contains the creative power of man, and its form shows the essential power of man. Sensual form. Therefore, the packaging container design must satisfy the external function of the aesthetic performance of the times while satisfying the function.

However, influenced by the level of social production development, there are various differences in aesthetic standards due to different times, showing historically limited aesthetic values ​​and aesthetic style. The unique meticulous craftsmanship and complicated patterns of traditional handicraft production methods have become the aesthetic features of that era. However, in the modern large-scale industrial production, the processing technology has become very cumbersome and time-consuming, and the traditional aesthetic of decorative patterns is very Not suitable for the nature of machine production. The modernist movement is a great revolution in the history of industrial design. Its greatest significance is to shake the traditional aesthetics, completely abandon the traditional decoration and cumbersome external decorative patterns, and open up channels for the new aesthetic spirit and design culture. Modernism clearly affirms machinery, pursues a simple summary of the appearance, attaches importance to the inherent texture of material materials, and pushes modern design ideas and aesthetic consciousness to a new height.

One: pursuit of simple and abstract forms

The high degree of development of modern technology and the scale and intensification of production methods make it difficult for container design to continue to imitate and distort the nature, and determine that the aesthetic value of the packaging container must be based on modern industrial production methods and explore the form creation. The beauty of the performance, to facilitate the production of molding, should be based on the concise specification of the geometric shape, and can not have a tedious decorative pattern on the surface of the packaging container. The aesthetic of the packaging container is reflected in the abstract expression power of the shape itself and the harmonious relationship between the morphological constituent elements. In the unadorned packaging container shape, the uniform change of its shape structure can also reflect the simple and abstract new type. Aesthetic characteristics, the change in the form of the packaging container itself is a decorative style. What needs to be emphasized is that the simple and abstract morphological constitution does not simply refer to the rational form composed of straight lines and planes, but also includes the tactile sensation with rich perceptual expressions and surface changes. The tactile form not only expresses the simple and abstract aesthetic features, but also becomes rich. The perceptual language of change and smooth rhythm shape the friendly and high emotional image of the packaging container. In addition, people in the actual use of life, but also found that simple and abstract modern container modeling is more convenient than traditional decorative artifacts piled up to facilitate the cleaning, the convenience of use has strengthened people's pursuit of new aesthetic spirit and design culture and confidence.

The simple and abstract geometric shape expresses the new aesthetic spirit and design culture. (Perfume bottle design / Cao Yipeng)

II: Respect the material's own texture

From conceptual conception to processing and molding, the design of packaging containers relies on the physicalization of a variety of natural or artificial materials. Material is the material basis for the packaging containers. The artistic appeal of packaging containers is conveyed through the natural properties of light, color, shape, and other materials. The sensory system given to us, as Santayana said: "If the temple of Athena Barthon was not made of marble, the crown was not made of gold, and the stars had no light, they would be plain things." Different materials give people Different visual perceptions, this is because of the role played by different material textures, the texture is due to the different organization and structure of the material and people get the visual texture and tactile texture, material weight, soft feeling and warm and cold sense are mostly made of texture As a result, the texture of different materials will make people have a rich aesthetic experience and spiritual resonance. The designer should treat the material texture of the packaging container with an aesthetic attitude and creative spirit to maximize the visual appeal of the packaging container.

The texture of natural materials gives packaging containers a unique regional cultural charm. (Wine design / Cao Yipeng)

(to be continued)