Thoughts on Humanistic Thought in Modern Packaging Design (I)

Abstract: In the process of modernization, it is extremely important to constantly inject humanistic ideas into the new concept of a big design concept. Design with deep thinking is a valuable design, the concept needs ideal guidance, and the concept of the overall system not only depends on having Local changes in development awareness and breakthroughs accumulate, but also need the support of humanistic ideas.

Keywords: packaging design; humanistic thought

The promotion of humanistic spirit is a problem to be addressed in any contemporary category. Packaging design is no exception. The highly advanced development of modern science and technology enables people to have the tremendous ability to use, transform, and conquer nature. Modern science has created a highly developed material civilization and incomparable Rich material products, but also to some extent evoked the "evil" aspect of human nature, leading to materialism, money supremacy, moral decay, value collapse, severe suppression, distortion, dismemberment of human nature, suffocation, suffocation, It is imperative that the rise of the ideological trend of humanistic scholasticism is swallowed up by consuming people's hearts, making people narrow, selfish, cruel, one-sided, mechanical, and boring. The trend of modern science and technology and scientific humanism that objectively depresses the spirit is increasing unabated. If there is a lack of humanistic spirit in the design, philosophy has been completely rejected, and human beings have also been excluded from the study of the extremely rich and colorful life and the spiritual world. Is opposed to the world and the ultimate existence of life and the pursuit of value is stopped, ignoring the spiritual needs of man as a social existence. Raising the humanistic spiritual civilization in a certain sense can be regarded as the fundamental meaning of human beings, the eternal theme of the construction of human spiritual civilization, and the bright beacon that guides the continuous advancement of human ideology and culture.

Aristotle is both a philosopher and a scientist. Leonardo da Vinci, Michelangelo is a well-known master of art, but at the same time they are scientists and inventors. The designers of the new era should learn to be good at combining science with art. The experimental and analytical methods of science and technology greatly expand the horizons of designers, free their design activities from the closedness and solidification of the handicraft era, and reconstruct The analysis of the paradigm of linguistic signs on the form, color, line, the production process, the materials, the structure, the innovation and scientific principles, and other understanding and attempts are based on the design concept of humanism as the main line of the foundation.

The humanities include culture, philosophy, anthropology, logic, ethics, psychology, sociology, aesthetics, music and other categories. As a service and human product packaging design elements must involve humanities, it is like a rain The heart of the designer, while creating material products for mankind, is more importantly engaged in a spiritual activity. Packaging not only creates added value, but more importantly, it generates a cultural appeal and deterrent force, and enhances consumer awareness. While understanding the brand image of a commodity, we further recognize the national, regional and national traditional culture of production, corporate culture, philosophical thinking, logical reasoning, aesthetic characteristics, consumer psychology and other aspects of awareness, packaging is not only a marketing tool for the product, but also The business ethos of the company conveys more and higher cultural information. The high quality of the designer's overall quality and the design of high-quality packaging products are also key to speeding up the marketing of goods.

1 Cultural Philosophy

Any country has its own culture and customs. If you do not understand the cultural characteristics of the nation and geographical disparities, do not carry out philosophical in-depth thinking, do not study the people's psychology, human sociology, little knowledge, and are completely ignorant about literature and are not sure of selling points. , It can be imagined that the goods are difficult to sell well and cannot be established in a fiercely competitive market. Both the human culture, the world culture, and the Chinese culture are all cultural forms in the macro overall, how to analyze cultures, understand cultures, find the key to unlocking different cultural phenomena, and find a controlling factor of cultural construction such as genes, to culture Structural analysis not only classifies culture into interdependent and interactive material cultures, institutional cultures, and spiritual cultures. Except for the differences in cultural systems, the prevailing differences are cultural differences among different stratums in the same cultural system. Persuasive works, in addition to reading functions, are more important for the interpretation of cultural connotations of cultural debates of natural sciences and social sciences. From the industrial revolution to the post-industrial revolution, the dialogue of the spiritual essence, the digitalization of human existence, the integration of the global economy make the cross-cultural communication unprecedented, the focus of cross-cultural communication is "misreading", the so-called "misreading" is people and When he is engaged in cultural contact, it is difficult to get rid of the traditional way of thinking of his own culture, and he often understands others according to what he is familiar with. When people understand his culture, he first chooses and cuts it according to his habitual mode of thinking. Interpretation will lead to “misreading”. “Misreading” is a strange cognitive wizard that both causes disaster and activates creation. It can lead to separation and divorce. However, people's "misreading" of humanities and works of art will activate imagination and inspiration, and may lead to creative drivers, but if the "misreading" of commodity packaging, it will cause great trouble and economic losses. Transnationality and cross-territoriality, especially after China's accession to the WTO, increased foreign trade volume and frequent exchanges, it requires designers to understand the cultural characteristics of other countries. Both graphics and text must explain the product quality and cultural background to some extent. , material properties and performance.

(to be continued)