The Aesthetic Consciousness of Modern Packaging Container Design (II)

With the continuous emergence of new materials, on the one hand, the visual expression of the packaging containers has been enhanced, and on the other hand, new aesthetic concepts and aesthetic forms have emerged. The creation activity in the handicraft era is mainly to decorate the shape of the objects through the pattern of natural patterns, which often masks the aesthetic feeling of the materials and colors inherent in the shape of the packaging containers. Modern packaging containers are more in pursuit of the material's own texture and texture, such as the simple and natural nature of wood texture, exquisite transparency of glass, rich light and shade changes, and the splendor of stainless steel. For the same material, various textures can also be exhibited through different processing techniques or chemical treatments. For example, the metal bottle cap of a packaging container is polished and polished to obtain a smooth and mirror-like texture effect, giving a delicate, rational and tense aesthetic. The sensation, while the matte surface obtained by the chemical treatment, expresses an aesthetic feature of the mold. It can be seen that the impact of new materials on design is not merely limited to the technical category, but it also includes the visual sensation and sensation of human sensation and the stimulating effect on aesthetic trends.

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

III: Advocating Formal Purpose of Purpose

The traditional aesthetic concept regards function and decoration as two irrelevant parts, which makes the decoration of packaging containers unusable, inappropriate and costly. Modernism pays attention to form obedience to function, pursuing simple and abstract forms, but the modern aesthetic concept of packaging containers does not deny the existence of decoration. It is only when the decoration of the shape of the packaging container is expressed that the aesthetic decoration and the function are often organically combined. As a result, based on the use of functions, the function of the shape of the packaging container is fully and appropriately expressed in the perceptual form of art, which may make the container shape have a pleasing aesthetic value. For example, the wavy linear shape of a plastic bottle of mineral water expresses a smooth rhythm on the one hand, and on the other hand, it plays a functional role in reinforcing the fastness of the plastic bottle and increasing the friction of the hand. Thus, it can be seen that the excellent packaging container Modeling must be a feature that reflects the conformity and regularity of the formation of artifacts. But can not decorate the aesthetic factors outside the functional factors, decorate and decorate, isolated formalism and aestheticism design, only the combination of aesthetic decoration and functional structure and other factors, so that the formal elements reflect the packaging container modeling Its own internal elements and values ​​reflect its consistency with the material and psychological needs of the user, and thus have its true aesthetic value.

Four: Advocating the aesthetic value of science and technology

The modern aesthetic consciousness reflects today's technological form. The development of science and technology directly or indirectly involved in the form creation of packaging containers and brought new aesthetic ideas to people. High-tech presents knowledge-intensive features. The automation of production and the standardization of products have created high-quality living objects. For example, aluminum packaging seals designed for some packaging containers can be easily and effortlessly opened. People enjoy a superior lifestyle and use container products. In the process, I deeply felt the level of modern civilization and advanced science and technology, and I felt wholeheartedly enjoying a kind of beauty, enjoying infinite joy and interest, and being intoxicated by the great power of science. The aesthetic value of utensils is closely linked with the level of science and technology. People recognize that technology itself has its own artistic characteristics and began to play an inherent beauty in the packaging container modeling. The direction of aesthetic high technology is the aesthetic category of deeper rational connotation. It shows mechanical order and accuracy in the intuitive form of the packaging container, and it fully conforms to the requirements of the specification, such as the high-precision precision machine of the edge of the packaging container processing line. The traces of processing left by the production are all given to people with the scientific rationality and logic. For another example, a packaging container designed according to ergonomic principles meets the psychological and physiological characteristics of a person in terms of size, feel, and operation, and will inevitably lead to a pleasant aesthetic experience in use. The modern aesthetic principle that incorporates technological factors has become an indispensable attribute in people's aesthetic activities. In a certain sense, high technology is the United States, and modernization is the United States.

The more iterative aesthetic consciousness represents the change of the times, the aesthetic concept of modern packaging containers is the product of the times and society under certain historical conditions. From the decorative performance to the abstract aesthetics, they all express distinct individual characteristics of the times and modern aesthetic concepts. The essential difference from the traditional aesthetic concept is that each represents a different production method and social productivity. Its aesthetic principles are based on the scientific standards, rich economic benefits, the characteristics of the times and the aesthetic needs of the society. The discovery and thinking of people on materials, the development and use of technology, and the observance and grasp of aesthetic standards are all reflections of contemporary lifestyles and social needs. They embody the ultimate expression of human aesthetic ideals and the beauty of future life. .

The historical wheel of aesthetic standards is still rolling continuously to the future. Economic globalization has enabled mankind to rapidly enter the material-rich consumption era and constantly change people’s life style and values. This will inevitably lead to new aesthetic values. At the same time, The aesthetic performance of the artist also faces new challenges. The designer must use the keen art intuition ability to discover and construct new aesthetic values ​​and specifically express it visually. In terms of the design of packaging containers, we must express the aesthetic spirit and aesthetic concept of the times in the design with new aesthetic thinking, pursue the expression of the latest era in the form of the packaging containers, and maintain the vitality and vivid aesthetics in the changing times. The taste is widely recognized by the market and consumers. )


(Author: Jin Dong, Department of Art and Design, Anhui University of Engineering Science and Technology)

Source: <Chinese Packaging>