Look at the Difference of Visual Culture between China and Foreign Countries from the Perspective of Food Packaging

Visual culture has become the mainstream form of contemporary culture, and visual literacy has become the basic cultural quality of the general public in the information age. Visual literacy refers to a type of visual ability that a person observes and at the same time produces other sensations and integrates observations with other sensory experiences. The development of these capabilities is necessary for ordinary human learning. As these capabilities develop, they enable visually literate people to distinguish and interpret visual actions, visual objects, and natural or artificial visual symbols; creatively applying these capabilities allows us to communicate with others; use these emotionally Ability, we can deeply understand and enjoy the mysteries of visual communication.

I. Nationality and Times of Food Packaging and Decoration

Nationality mainly refers to the specific historical, political, economic, cultural, artistic traditions, customs, customs, customs and habits that a country or a nation has used for a long period of time to use common language in common areas and to lead a common economic life. Sum. The epochality mainly refers to the contemporary characteristics of contemporary politics, economy, and culture that are imposed on people’s social relations, values, aesthetics, consumption habits, and living habits.

Different regions have different geographical environments, climatic conditions, economic conditions, humanistic ideas, and ethnic customs. In terms of design, each nation has its own characteristics. For example, the French nation is located in a temperate maritime climate, and a good living environment has created the French people's pursuit of beautiful and romantic living habits. Fashion has become the standard of living that this charming country pursues. Fashion, perfume and other carriers that embody romance and fashion have become synonymous with this nation. The prolongation of the Rococo style and the rendering of the Art Deco movement form a gorgeous, classic French romantic style; the German people are different, and the climate is dry. The natural environment of the mountains created a rigorous German. Therefore, the German design embodies the rigorous, functional quality, even more inclined to artistic graphic design is not free here. The design proposed by the Ulm School of Design is a science and technology, which forms a heavy function, a technology, and a German style lacking a sense of art. On the contrary, the American nation is a great integration of peoples, and the desire for freedom creates an atmosphere of humor and freedom in design. Sex. The short history and free human nature have made the design of the United States more relaxed and optimistic. The requirements for the packaging of goods are simple and clear, and the color of various food packaging is fixed. For example, the packaging color of eggs is white; the packaging color of fruits is pure yellow or orange; the packaging color of beans and fresh vegetables is green; the packaging of black foods must not be black, but brown or yellow is required. The Chinese nation has a long history, vast land, abundant resources, people and people, and people and things pay attention to the harmonious coexistence. Therefore, the self-fulfillment demands show deep, subtle and strong, reflecting a deep level of cultural content. In short, each nation has its own desire and pursuit of self-fulfilment. It expresses itself in its own way (including packaging design), and uses tangible entities to express its requirements for identifying nationalities and seeking national identity.

The nationality and the times of food packaging and decorating are mutual restraint and unity. Nationality is not immutable. It will develop with the development of the times. It is both traditional and modern. The national traditional style of food packaging and decorating was actually formed in the historical period according to the combination of “periodism” and traditional art forms at that time. At that time, it also had nationality and time.

The era of food packaging and decorating cannot be separated from the nationality, because history and tradition cannot be cut off. It has a continuous and powerful inertia, exerts influence through every subtle link, imperceptibly imperceptibly, and loses nationality if food packaging and decoration are lost. This will not only discredit the consumers of this ethnic group, but it will also be eliminated in the international market due to lack of characteristics. Food packaging and decoration should have both vertical and traditional inheritance, as well as horizontal, inter-nation, and ethnic groups. Exchanges.

In the design of food packaging and decorating, the nationality emphasizes ancient designs, heavy colors, and the atmosphere of the text; while the times emphasizes the simplicity of design, abstraction, strong color contrast, texture close to nature, and a more refined overall sense.

In recent years, China's food packaging and decoration has done a lot of work in the combination of nationality and modernity, and it is not difficult to find people's favorite successes. They all reflect nationality in their use of color, graphics, and writing. The unity of the times. For example: Nestle's Kitcha mini chocolate mid-autumn promotional packaging and decoration will combine nationality and modernity. The middle of the left half is the popular transparent window, the upper left is the Chinese and English logo of Nestle, the red on white; the upper right corner is a bright yellow moon and the moon in the middle, and the middle of the right is the Su Dongpo's water melody. Runs), white on a red background, and the lower right corner is a simple moon-watcher. This decoration design is an appropriate addition to the elements of the times in traditional culture. The composition is both rigorous and lively. It is rich in change without destroying the unity of the whole. It is a good work that organically blends nationality with the times.
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Second, wine packaging

Sometimes consumers consume alcohol, and they actually taste a mood, an atmosphere, and a culture. This makes the wine culture and the wine packaging become an inseparable whole. Wine packaging is not a pure artwork, but it has deep cultural connotations.

1, Chinese liquor packaging culture

Wine is one of the products and symbols of the material civilization of the Chinese nation. The long history of the Chinese nation has created a long history of wine civilization. Until today, it has affected our country’s traditional culture. Personalization may not necessarily be ethnic, but nationalized things tend to become individualized. Only the nationalities are not found in other regions, thus creating differences and having their own characteristics.

"Yulong Longxi" wine packaging bag, with the background of the Qing Dynasty dragons of the four gods of the Han Dynasty, combines the Hanlong pattern of the text above and below and the dragon's edge ornament of two sides, which just reveals the cultural connotation of the wine.

The packaging of the oolong liquor is shown on the top of the four-sided layout. The dragons, white tigers, suzakus, and basaltic four gods are evenly distributed on four sides. The animal face in the bronze ware is used as a two-sided continuous edging case, and with the appropriate calligraphy body, it makes this Wine packaging is full of rich ethnic customs. Another example is the packaging of the Jinjiu wine. The whole package uses the phoenix pattern as the main pattern, combined with the modern white flower design to become a perfect example of the combination of tradition and modernity.

The packaging and decoration of Chengde "Bocheng Pot" has a rich national color. The middle of the wine box is the plaque of the ancient palace, and there is a handwritten “Bocheng burning pot” written by Yan Jie. The four characters have distinctive national characters, and they have the function of conveying sentiments and expressions of national languages. The feelings of God's understanding, in the form of shape, conveyed God in form. It is decorated with ancient bronze nails of ancient palace gates, with golden dragons and clouds as the basic pattern. The style is unified and the taste is elegant. The whole decoration is characterized by beautiful rhythm and rigorous structure, reflecting the Chinese nation's graceful, luxurious and generous qualities, reflecting the profound oriental features and profound Chinese traditional culture.

The Great Northern Wilderness Wine has a unique packaging design. The inner packaging is shaped like a granary. The golden granary gives a pleasant harvest. The outer packaging is like a linen bag. The "granary" and the "burlap bag" are usually used to store objects in people's habits. It clearly expresses containment. Burlap bags are the earliest origins of our country, which is also a comprehensive manifestation of national characteristics. The traditional culture of the nation is combined with modern social civilization and used in Chinese wine packaging design.

At the same time, the era of national culture, nationality, and sociality have made packaging design virtually a medium of communication and communication. However, the shape, color, and materials of the packaging demonstrate the evolution of traditional ethnic culture and convey the design concepts under different cultural traditions.

For example, the maotai liquor exported from Guizhou is packed with rich national culture. The deep-red keynote and tune-shaped folding structure of the Song Dynasty bucket-type ceramic cups reflect the long history of La Maotai wine and deeply impress the Chinese people.

At present, liquor packaging on the liquor market is still dominated by nostalgic styles. The reason for this phenomenon is the pursuit of returning to nature, that is, to achieve the realm of returning to nature, so that people's sense of belonging can be realized.

China's high-quality white wine production areas are mostly in high-quality mountain areas, such as "Shanxi Fenjiu" packaging fully reflects China's strong cultural heritage. The inner packaging is a white and blue-and-white porcelain bottle with a unique surface full of ancient Chinese wine characters. It is graceful and graceful, with a beautiful poem on the top of the bottle, a paper-cut pattern on the outer packaging, and various types of seals. Dignified and elegant, it reflects the ancient Chinese culture that has a long history.

Looking at Anji, the packaging is a purple-sand bottle made after summarizing the facial expressions of folk local costumes. The closure uses a red cloth tie and a helmet with two dragons on both sides to form a two-dragon dragon. In the form of bamboo slip lace and black lining, the outer box is made in the form of anti-white characters, and the national batik is used as a lining to surround the wine bottle. The colors are mainly dark blue and metallic red. The whole packaging is delicate in concept, perfect in form, and has a strong visual effect and distinctive geographical features...

"Wine Spirits" succeeded in making the nation become the world. In the case of bottle-shaped stereotypes, "Dragon Liquor" pioneered the packaging of pottery in the wine packaging industry, especially the bundled sack-type pottery packaging, its spiritual beauty, large The elegance of Ya, the flowing force jumped out. Embossed by the spiritual vitality of Inner Mongolia’s ethnic minorities, the beauty of the arts that sympathy with the sentiments of nature and nature, all reflect the modern interpretation of “wine culture”.

The most prominent feature of Shuijingfang Liquor is the use of hand-burning methods to burn six scenic spots in Jingguan City on the six sides of the bottom of the bottle. Its novel form makes consumers shine at the same time, and coincides with the “wells”, reflecting the history and culture. The Shuijingfang was gestated; the Sheddner used white and brown color contrasts to compose pictures, and the Chinese characters “intellectual”, “honor”, ​​“shepherd”, and “dee” with special significance were merged.

From a cultural point of view, people, society, and nature constitute an organic system of the world. A people-centered living environment has been established. Design activities of any ethnic group are inseparable from specific social and cultural backgrounds, and they cannot be separated from the national spirit that was fostered in the social and cultural environment at that time. The nationality and cosmopolitan nature of packaging design art complement each other. Without the creation of various national design styles and national spirits, a global design culture cannot be formed.

2. Chinese wine packaging culture

(1) Changyu Castel Winery: The packaging has a distinctive European style, and the variation of the bottle shape can greatly enhance the visual effects of consumers.

(2) Wang Chaogan: Outstanding background patterns convey a consistent high-end feeling.

(3) Huaxia 92: On the one hand, the background pattern of the Great Wall and the bright text logo of the "great wall" express a strong brand appeal; on the other hand, the use of a bottle with a gray spot gives people a delusion of the year. And recognition.

(4) Great Wall Dry Red: The star logo attracts people's attention. From one star to five stars, star dry red creates different product levels through packaging.

(5) Yantai Great Wall: The eye-catching coastline mark and frame composition, as well as simple and clear colors, make it stand out in many wine packages.

(6) Yunnan Red, Shangri-La: Unique ethnic style, with great rendering power, impressed consumers.

3. Western wine packaging culture

For traditional “old world” countries such as France, Italy, and Spain, the overall packaging of wine is quaint, and some wineries are even packaging for hundreds of years. In general, Cabernet Sauvignon may be more loaded in straight bottles, while Burgundy wines are mostly selected in Burgundy bottle packaging. In the central region of Italy, there are occasional changes in wine packaging, but more as an embellishment. The wine of Mouton in the Bordeaux region of France is bottled with art and painting. It has new meanings. It is understood that very few changes in the packaging of the “old world” countries are related to the fact that the market has become stereotyped and relatively stable. In general, the wine market in these countries is relatively stable and the product’s credibility is high.