At present, China is playing a more and more important role in the international arena. The level of science and technology is among the forefront of the world. The development of packaging boxes is also booming. As a result, the expression needs of national elements become more urgent about China's planning.
Chinese traditional elements embody the essence of Chinese culture, and the planning of modern products is of great significance. However, some current product plans formally substitute Chinese elements into modern packaging boxes, and add so-called Chinese elements to the appearance of products to indicate the "Chinese characteristics" of products. So how to correctly guide Chinese traditional elements to better play their functions in modern packaging boxes?
This paper discusses the phenomenon that some Chinese elements are improperly used by some packaging boxes, and cuts into the modern packaging box planning from a deeper point of view, so as to make the traditional national elements and modern packaging boxes blend more reasonably, and find the living environment of Chinese national elements.
1、 Application of national elements in international modern product planning
As for how to analyze and discuss a nation's planning thoughts and concepts, it is the only way to excavate its previous history and multi-dimensional analysis of their traditional context. In the international industrial planning River, the representative products of each country have the traditional national characteristics of the country. The packaging box of internationalism style represented by the United States is characterized by high functionalism and high sequencing, which originates from the nation's pre history culture and national habits; Luxury and Classicism are the typical characteristics of French packing boxes, which come from the nation's pre history culture and religious beliefs; The simplicity and humanization of Japanese packaging box planning are derived from the traditional culture and living environment of the nation. Modern "Chinese style" product planning also requires the blending of Chinese national culture and pre historical culture to make Chinese traditional cultural elements become the bright artistic crystallization of Chinese culture.
2、 Reflection on the use of traditional elements in China
At present, some products with ethnic elements in China's planning circle have added Abstract pictorial symbols to the appearance of products, "Chinese style" is reflected in a superficial form. In many modern packaging boxes with the name of "Chinese style", because the understanding of Chinese traditional elements is not deepened, such representative Chinese elements as paper cutting and opera facial makeup are blindly superimposed on the surface of the product, only staying on the external expression of the form. This is not a product planning in line with national characteristics. The product presents a hard birth and lacks internal visual feeling.
3、 The correct development direction of China's national characteristics planning
As the source of product planning with national characteristics, Chinese traditional culture should become an important entry point for planners to deepen their exploration. For example, the current society has summoned a wave of craftsman spirit to guide modern people to re understand the "Arts and crafts" that we abandoned. The treasure that excavates the national characteristics of our country should not only be the souvenir purchase that stays in the travel block, but should be touched personally, to deepen the research and investigation, to feel the inextricable relationship between artisans and handicrafts, and to deepen the understanding of those traditional folk cultures. As the Japanese planning master ichiko Tanaka said: "I don't know where it is, and there is no way to interfere with what is made by whose hand. There is no density paper in the details. The indicator diagram you draw determines the standard. In this way, you can see the boundary of the planning only considered in your mind." It is only a wrong way to do research through second-hand graphic materials. Only through practice can we research into the inside and the essence.
What is remarkable is that most of the packaging boxes now have increased from simple imitation in the traditional sense to packaging boxes with more innovative and national characteristics.
For example, after Starbucks, the world's largest coffee brand, came to China, it used China's traditional elements in planning to re create and restructure the brand to bring new sensory enjoyment to Chinese people. In terms of store ingenuity, Starbucks takes advantage of local planning and construction to build a coffee shop with local characteristics. In terms of product planning, the research on China's traditional culture also has high attainments, and Chinese elements are applied to its catering industry.
Starbucks introduced a special cup named "great luck". The connection between the cup body and the handle of the cup is combined into the auspicious character of great auspiciousness. In the appearance of the auspicious character, Chinese plum blossom, orchid, etc. are combined with Chinese regular script auspicious character, which has an internal meaning. The "auspicious" Mug uses the medium ugly and dry red color, which not only conforms to the traditional elements of China in form, but also conforms to the traditional colors of China in color expression. Because its common features soon won the favor of consumers, which is also the original intention of Starbucks.
