Analysis of European and American Packaging Design and Its Ideas

. Packaging design that has emerged with the industrial revolution

Packaging is the first and most perfect combination of product and culture. Packaging makes the product highly commercialized. The original product is lack of packaging. The development of products and the development of commodity society will inevitably require packaging. This is like a farmer who has farmed for generations. Once he develops into a rich man or a gentry on the one hand, he will want to hire a scholar who is a scholar. Therefore, a new form emerges. The history and social development will always have boundless vitality and development.

The development pattern of world history is constantly evolving. In the 19th century, it was a “superpowerful and strong” world pattern. “Utopia” refers to the British Empire, which is known as “the country that never falls,” the gross value of industrial and agricultural output, maritime transport, and world trade in Britain. The number and area of ​​financial resources, military power, and even colonies surpassed all strengths. They have always maintained a leading position internationally for a period of a century, and they are known as the "world factory." The other European powers can't expect it.

However, in the early nineteenth century, the United States, which had gradually emerged from colonial rule and had a weak national power, was leaped into the world's first industrial powerhouse by the end of the 19th century. It also promoted colonial expansion and the hegemony of European powers in the world and became the first in the 20th century. How strong is the super empire in the world pattern. It is worth mentioning that Germany has accelerated the industrial revolution after completing the unification of the feudal and small states in 1871. The economy has developed at a high speed and has risen rapidly. It has quickly become the world's second industrial power. This has led to modern industrial design. One of the basic reasons for originating in Germany and Europe.

Therefore, we have come to discuss the European and American packaging design and its concept today, which generally refers to the packaging design of the English-speaking countries. What is more involved is the packaging design and design concepts of Germany and the United States.

Modern packaging design is an absolute necessity attached to the development of modern industrial society. It is an ideology of modern commercial society and the ecology of modern society. The formation and development of European and American packaging are caused by the highly developed commodity economy and material changes in material life caused by the industrial revolution in Europe and the United States, as well as the concept of large circulation needed to expand into the world. European and American packaging and its concepts are attached to their own economic forms, lifestyles, and consumption patterns. They have become a kind of "accumulated content form," which constitutes the pattern and face of the European and American packaging, and the same model that they inherited, as well as the rationality and aesthetics they have recognized. Value, Hegel said, "beauty is the sensible embodiment of ideas." The form of European and American packaging is to reflect the concept of European and American packaging.

· Practical packaging

European and American packaging has always given people a pragmatic impression. Packaging for protection, packaging for storage, packaging for display, packaging for sorting... After all, packaging is for sale, and the purpose of the goods is to sell them. Of course, the packaging is for them to marry. From the early packaging point of view, the packaging design contained in the old magazines 70 years ago has recently reflected the connotation of the packaging design, and it has directly conveyed the design of the product's internal quality. The hand gel packaging at the beginning of the century was in recent years. Pet cat food packaging, all can be called a vernacular packaging, but the drink is still beautiful, there is a sense of form in the same strain. Fully speaking words are conveyed in visual form, telling you literally, and even literally, as if Coca-Cola had clearly unveiled the name of the product, and many of the products were conveyed with significant letters, of course, It is carefully designed. The level of packaging information transmission is very clear and rational, such as product name, brand name, additional nouns, capacity, and company name. The first information is very rationally highlighted. The physical image has generous and decent arrangements, and the correct information is transmitted. It is the basic idea of ​​European and American packaging.

Strict normativeness is the other side of Europe and the United States packaging. Due to the earlier development of industrial commerce, a variety of game rules have been discovered during the long-term development process. Therefore, both advertising and packaging have thoughtful legislation. On many packages, there are full and detailed explanations and verification data, which are not allowed to be false and false, and due to excessive care for consumers, there are many cases that Orientals cannot understand, for example, someone writes articles on American packaging. For example, a child's cough syrup statement: “Don’t drive a car or start a machine after taking it.” Second, a refrigerated vegetable says: “Please eat after freezing.” , a hair dryer Description: Do not use during sleep time. Fourth, a certain kitchen knife is written on the package: "Do not do other uses." Fifth, write on the bag of roasted peanuts: "Warning: Containing nuts, please stay away from young children." And so on, the author intended to think that these warnings are superfluous and ridiculous. It is only the author's writing, and the Hong Kong readers who are familiar with American life have made corrections. They believe that these warnings are based on legal provisions and are aimed specifically at adults. Children’s warnings, in line with the protection of children’s legislation, play a useful role. The newspaper reported that people from Africa were taking Chinese medicines and swallowed shell wax pills because it was not stated on the packaging that the shell wax pills had to be peeled off, causing a dispute. It can be seen that the normativeness of packaging design is important, especially today's economic integration towards the world.

Packaging as a form and intermediary of all commodities, comprehensive legislation and strict normative is very necessary, which is to safeguard the interests of consumers and the basic positioning of packaging. Consciousness of consumption and protection of consumer interests are the basic principles of packaging philosophy, which is also the selling point of European and American packaging.

· Focus on the development of visual language to study the transfer of graphic symbols

Packaging is a kind of visual communication design. As an abstraction of visual language, the development and transformation of graphics and symbols is always a big issue. Abstraction is always more, deeper, and greater than the concrete image. Abstraction is more of a kind of concentration and typicality, and abstraction is greater than reality. The development of graphics and symbols is an endless design element. It is also a modern design element. The impact and penetrating power of excellent and successful design is derived from the visual language composed of modern graphics and symbols. In addition to the inherent pattern of obsolete and tedious forms, European and American packaging attaches great importance to the study of graphics and symbols, and thus brings some design works that are generous, concise, and tactical, allowing the design to move toward a new interface. At the level, there are also successes in this type of design. What is meaningful is that regardless of how European and American packaging develops, there are always obvious differences between Eastern packaging and dialysis from temperament. National temperament is something in the root and will always be displayed in a certain form. The key is Excavate the essence of the optimality of national temperament.

When the society has entered the digital age, digital has become a high-tech application language. Digital has spread across various fields of life. The way of information exchange in life is evolving and produces a qualitative evolution. Graphics and symbols must infiltrate into the new visual language. In various fields of life, Europe and the United States have made useful attempts in this aspect of packaging. No matter whether it is concrete or abstract, it should be viewed and studied as a language in visual communication design.

·The establishment of CIS, brand awareness become a packaging image

The concept of CIS corporate image overall planning was formed in the United States in the late 1960s, throughout Europe, the United States, and Japan. It was formally established and established in the 1970s. It has a great influence and impact on the packaging design concept, and reflects the current corporate image and brand awareness on the packaging. Fashion, packaging has become a window to show CIS strategy. This is a very good embodiment of packaging in Europe and the United States. The formation of CIS and the improvement of packaging are completely a historical stage of innovation, packaging has a new concept and form, packaging It is not an isolated part but an integral part. The packaging is not only a sales product, but also a corporate culture and entrepreneurial spirit. The company and the consumer are not only a kind of commodity relationship, but have a deeper level of affinity. Some famous brand products On the packaging, the product name has a more stimulating sense of consciousness, and has increased the tempting slogans and logo-specific colors, such as Kodak, Coca-Cola, and Nestle packaging design, all of which infiltrate all levels of society. The embodiment of the overall CIS strategy that has left a mark, these packaging have made a qualitative leap compared to traditional packaging. Containment is not just a product, the overall concept of a large formation has become a mainstream packaging.

High-tech entry

Because Europe and the United States are quite developed, the high-tech industry has a deep and wide range of people and applications, and the trend of high-speed economic development in time has entered the stage of knowledge economy. The computer industry and information industry have developed rapidly, and high-tech software has been developed in large numbers. Entering a brand-new era, a few years ago, compared to Europe and the United States, we entered the computer era. Our printing and design are still in the stage of slash and burn, hand-painted design drafts, typesetting, and black-and-white drafts. The backwardness of science and technology will inevitably affect the long-term progress of design. Advanced computer technology has increased the possibilities of packaging design in Europe and the United States, reduced the limitations, and strengthened the normative nature.

The invention, input, and application of barcodes are also an era-based advancement of packaging, allowing packaging to enter supermarkets to accommodate larger markets. The use of anti-counterfeiting marks and the latest anti-counterfeiting technology, combined with superb technical means of special printing technology and special technological means, are the strong points of European and American packaging.

. European and American packaging design programs and styles

The program is the law of freedom. It should be said that in the Eastern countries, no matter from the arts to the multi-processes, the western countries have less constraints on the traditional framework. However, it cannot be said that there is no program, and any historical accumulation will produce a program. European and American packaging has its continuation model and program. However, due to the advancement of high-tech in Western national temperament processing, it is easier for them to abandon the program. In general, European and American packaging has a generous, rigorous, grand, masculine style. The visual scale (a kind of feeling) is larger than that of the oriental packaging. There is a sense of greatness in the arrangement, and it is a design cut from the front. Note The big pattern is less simplistic, less sensible, and more rational. Due to space limitations, this article does not provide specific analysis. However, if we look closely at the flags of Western countries, we will find the typical style of a country. The United States has no shortage of packaging that is as tedious as a star-studded flag. Germany has no shortage of packaging designs that are as rigid and nearly rigid as the tricolor.