The embodiment of commodity culture in packaging

Commodity culture is the sum of various cultural elements based on commodities. Its basic connotations include value, use value and cultural added value. In the realization process of commodity culture, packaging design plays a very important role in promoting.

1 The realization of the use value of commodity culture The use value of commodity culture refers to a certain attribute that the commodity culture can meet people's needs. Packaging design realizes the use value of commodity culture and is reflected in the following three aspects.

a. Practicality: The emergence of packaging, its most fundamental purpose is to protect the goods, to facilitate the preservation and transportation of goods. If this can't be done, the packaging won't be worth using. On the other hand, the packaging design should be closely related to the practicality of the goods, and the pursuit of "honest packaging is the best strategy". The packaging quality and design must conform to the characteristics and grades of the contents, and cannot be used to mislead consumers. . The cost of packaging greatly exceeds the cost of the product itself and reaches the point of "luxury packaging." This is undesirable, and it is also contrary to the "practicality" of packaging design.

b. Convenience: People-oriented is the starting point and the fundamental purpose of packaging design. First of all, from the use of the product design, there is a tomato sauce company, sales of goods is always 1/2 times that of another company, the study found that the quality of the two companies are basically the same, mainly due to their tomato sauce mouth is too small The user must shake it slowly before it flows out, thus affecting sales. Followed by the normative package design. Business rules of the game, the need to regulate the design, the packaging should be fully detailed description, there should be no false words, some of the words appear on the packaging "if the security button floating, do not use", etc., the product goes international Today, packaging design must be standardized. Once again, it is public welfare. Some packaging bags printed with "please empty boxes into the trash," printed on the cigarette box "smoking harmful to health" The purpose of doing so is to effectively protect the interests of consumers, but also because of the consideration of the human living environment;

c. Aesthetics: The story of “buying and returning beads” that has spread in ancient China fully illustrates people's favor for good packaging. Today is a realistic society. We do not expect the reincarnation of "Buying a Return from Payables," but we hope to use good "椟" to arouse the attention of people "beads." Through learning and training, consumers have improved aesthetic quality and enhanced aesthetic skills. Naturally, they are increasingly critical of packaging beauty. This is where they come from. Different styles of packaging designed for different consumer groups have emerged on the market to meet different consumption needs. The aesthetic requirements of the group, thereby promoting the sale of goods. These have become a shortcut to increase the value of commodity exchange, and they are also common cultural attitudes of producers and operators. Today's Dior company design a 100% perfume bottle has a noble beauty, this bottle is a packaging, but also a kind of decoration, welcomed by consumers.

Pursuing the practicability and convenience of commodities, beauty is an indispensable unity of commodity culture. The packaging design of these three aspects of the connotation, for consumers can enjoy the inexpensive commodity, has a practical significance.

2 The realization value of commodity cultural value refers to the human labor condensed in the commodity. Values ​​are generally proportional to prices. The value of commodities lies in the fact that commodities can meet the psychological needs of consumers seeking new products, seeking differences, seeking brands, and seeking individuality to a great extent. The performance of packaging culture is the novelty, fame and exquisite characteristics of consumers in pursuit of packaging.

a. novel, unique, and personality. “Yanglin New Leaf reminds the old leaves, and the wave before the north flows to make waves.” The new replacement of the old is the objective law of the development of things. Physiologically speaking, if the human nervous system suffers from the same stimuli for a long time, it will become tired, and the novel packaging design will bring the breath and ambiguity of the new life to stimulate the nervous system and spirit of the consumers. The average life expectancy of packaging is significantly shortened, and it must be revised every 1-2 years. Because people's vision, appreciation level and flow trend have undergone great changes in two years, if they are not changed in time, they will be eliminated by the market. Therefore, packaging designers must master and study various information including raw materials, continue to create fashion, and always maintain the novelty of commodity packaging;

b. fame, referring to good image and social influence. Marketing experts in the United States said: "The future of marketing is the competition of brands, and the competition between brands competes with the business community and investors recognize that the brand is the company's most precious asset." Someone has done such an experiment to separate the same Coca-Cola cans. Packed in three differently-packed bottles to allow some to taste, 98% had the best taste of cola in bottles labeled with Coca-Cola. The charm and value of the brand are evident here;

c. Exquisite, with fine, meticulous meaning. A boutique is a premium product in a brand name. Its market value has exceeded its own cost and value. Buying it is a manifestation of identity or grade, and its packaging plays a role in promoting, displaying, and promoting the product. Careful, involving the relationship between packaging design and overall design of life. Consumer demand is holistic and relevant. For example, if a person buys a bottle of coffee, he will also consider coffee cups, coffee and other accessories. The packaging designer must start with the consumer's family life on the basis of this product and try to design a complete set of products. This is also a means to promote the sale of goods. High-tech cut-in provides technical support for the refinement of packaging design.

3 The realization of cultural added value The economist Dusenberry said: “In the various activities involved in human beings, we can find the decisive influence of culture, whether it is the purchase of products or the manufacture and sale of products; The qualitative approach or spiritual enjoyment constitutes our way of life.” Culture is the embodiment of human creativity in the material field, including human thinking, values, mental activity, and aesthetic awareness. The practical function of the packaging reflects the material culture of the packaging. The packaging's identification and aesthetic functions reflect the packaging's spiritual culture. The two together form a packaging culture. Professor Gao Zhongyu described the behavior of consumers in pursuit of spiritual pursuits in his book “Image and Business”: “People don’t pay for or decide not only to be satisfied with food, but also to buy soft value to a large extent. Buy cool, buy face, buy social, buy friendship; buy cosmetics to buy youth, buy vibrant, buy self-confidence; the so-called men buy brands, women buy like to buy culture, to buy the image.” Fully explain the package serves as a consumer Recognizing and judging the symbol of a product and giving the consumer a beautiful and spiritual enjoyment will enable the customer to attract attention as soon as they see the product, thereby generating the interest and desire to purchase. This identification and aesthetic function of packaging is a concentrated expression of the material and spiritual civilizations of human society in the process of commodity exchange and consumption. It is an art creation that combines with the market and contains high cultural added value, reflecting the inability to use The "comfortable feeling" and "comfortable feeling" of the quantity calculation. Added value combines the natural and social attributes of the product and is an intermediary in the use of value and value. The added value is a variable, which changes with time, space, consumer groups, brands, and other factors.

4 Conclusion Packaging design is an important direction for the continuation and development of commodity culture. On the basis of some of the development of commodity culture, modern packaging design will have a more profound cultural heritage and a broader space for development.

(Shen Zhihong Liu Lin)

Reprinted from: China Printing Machinery Network