On the role of product packaging design and its education
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Abstract: Product packaging design plays a key role in the process of industrial modernization in all countries of the world. The School of Art of Shanghai University of Engineering and Technology uses the surrounding conditions to strengthen the comparison of Chinese and foreign teaching models and establish an off-campus production and research base. Combine product packaging design with science, engineering technology, and marketing to develop students' creative awareness and innovative ability.
Keywords: product packaging design business economy education
One
Product packaging design spans the two fields of industrial design and visual communication in modern art design. It has the most direct relationship with commodities. The level of design and display is closely related to the scale of manufacturing development and the growth level of commodity economy. It can be said that modern manufacturing and the market have spawned the discipline of product packaging design, which in turn has promoted the healthy and rapid development of the manufacturing industry and the market.
Product and packaging design play a key role in the process of industrial modernization in all countries of the world. In 1851, at the World Expo held in London's famous "Crystal Palace", British industrial products were subjected to cold reception. By comparison, the British found that the foreign products of the domestic products were not good enough to affect their competitiveness. Caused by, and then "indulge in self-examination", set the picture as a compulsory course for the nationals, after struggling to catch up, finally came to the top. It has laid a solid industrial economic foundation for the creation of a brilliant "day without falling empire". The experience of France is basically the same. Its tendency to favor pure art is more, but at the same time it makes Paris a romantic world art center, it also drives the prosperity of the manufacturing industry.
The United States and Japan have used art and art design to revitalize the development of science and technology, and promote the prosperity of the manufacturing industry. Although it is relatively late, it has a deep emphasis, strict implementation measures, and great achievements, far exceeding the old empire of Europe. During the Second World War, the United States spared no expense to introduce a large number of famous European artists, making New York replace Paris and become the world art center. The United States also listed art education as one of the six compulsory courses at the earliest in order to improve the art of all citizens: the comprehensive quality of surgery. Japan should be promoted by art design to create the myth of the world economy. Before the early 1970s, “Made in Japan” was synonymous with low-value and inferior goods in the world's commodity market, but it was Japan's comprehensive approach to the use of art design and technological innovation that gradually changed people's perceptions. In the mid and late 1970s, "Made in Japan" was beautiful in appearance, economical and practical, and well-crafted. It was widely recognized internationally and became synonymous with excellent products. After gaining a foothold in the world in the 1980s, Japanese industrial products paid more attention to the role of technology and art design. In the 1970s and 1980s, the national policy of revitalizing industry by art design was proposed. This era is called the era of world design in Japan. . The Japanese infiltrated the concept of design into every cell of life, and everything was carefully designed and artistically constructed. The Japanese rely on this design concept to create a high value-added and popular market for their manufacturing industry with versatile products and fascinating fashion packaging. At present, Japan's packaging industry has done a great job and has formed one of the pillar industries of the Japanese economy. In the first ten days of 2004, the author was invited to Tokyo to participate in the Asian APD's 8th 2004 Packaging Design Exhibition Art Exchange. Within a week, I visited the Tokyo International Packaging Exhibition, the Tokyo Art Design Week Exhibition, the Zishengtang Packaging Retrospective, and the Panasonic Packaging New A number of packaging professional exhibitions, such as the Science and Technology Exhibition, can be seen in Japan's emphasis on packaging design. The art of packaging design not only integrates international cultural factors but also maintains the traditional characteristics of the locality. The packaging design is standard, the products are precise and beautiful, and the humanization is highlighted in terms of safety and convenience. The traditional packaging materials are further optimized in performance and appearance, and breakthroughs have been made in the development of new materials, and many new materials have entered the use stage. The variety of packaging machinery is very complete, and the function has been developed in a deeper level, which highlights the characteristics of high technology and specialization.
Two
China's manufacturing industry has experienced tremendous development since the 1980s. At present, production has accounted for 30% of the world, and it is called an international factory. However, the product packaging design and its industry are far from keeping pace with the manufacturing industry. In 2002, the top 200 world brands selected by the US Business Weekly did not have a Chinese brand. Many business owners don’t realize the importance of design to the development of enterprises. In the early 1990s, a survey by the Shanghai Industrial Design Internal and External Environmental Research Group showed that among the leaders of industrial and mining enterprises in China’s most developed manufacturing region, It is clear that industrial design accounts for more than 80% of the total. The reasons for this situation are many. The most important point is that China's art design education is backward.
China's modern art design education started late. In 1956, China established the Central Academy of Arts and Crafts. It was born out of the Central Academy of Fine Arts. The teaching system has a strong art education in a long period of time. Compared with countries with developed art design, it shows artistic importance and light practicality; heavy culture and light craftsmanship; heavy technical and light design; heavy classroom teaching, light practice links, disjointed from enterprises, disregard of market orientation, and running schools The scale is too small and completely enclosed in the upper floors of the ivory tower. After entering the 1990s, with the deepening of reforms, art design education has been further developed. Among the 1041 colleges and universities in the country, more than half of the departments offering art design majors, plus most of the hundreds of colleges and universities run by the private sector have art design majors. Therefore, the current art design higher education institutions should be more than 700. Family. The overall quality of school-running is not optimistic. Most colleges lack specialized teachers and the conditions for running schools are poor. Moreover, many corporate leaders are currently weak in intellectual property rights, reluctant to invest in original product packaging design, and have no enthusiasm for cooperation with relevant colleges and universities. All kinds of factors have caused the proportion of traditional art courses, professional basic courses and theoretical courses in the curriculum to be too large. However, there are too few practical courses combined with market enterprises, lack of modernization methods, education decoupling from social economy, and no talents cultivated. Creative ability and innovative thinking. This phenomenon is common in universities in underdeveloped regions where teachers and experimental equipment are poor, especially in many private universities.
How to solve the problems in China's art design education is an urgent matter. Educational experts have put forward many programs, focusing on changing the past teaching system with the imitating training of fine arts characteristics as the core, introducing international advanced teaching models; rebuilding the teaching team, and revolutionizing the educational philosophy and knowledge structure of teachers; passing the admissions examination Means to improve the quality of students and so on. These programs are all crucial, but they are very difficult to implement. Countries with advanced levels of art design and higher education pay more attention to the knowledge and method of innovative design thinking, hands-on training in creative ability. For example, the product packaging design course of a foreign art school is like this: in the eighth floor classroom to carry out the planning and planning of a product; in the design room on the seventh floor, through the hand-painted multiple sketches to develop several modeling solutions; on the sixth floor Through the computer to complete the renderings and process drawings, determine the use of materials; complete the product in the fifth floor product production plant; print and form the printing factory on the third and fourth floor printing; complete the product packaging on the second floor, make the design into a commodity; In the supermarket, check the product attributes, popularity index, and market economy value of the design products to determine the merits of each course. Art design is completely different from the function of pure art. Product packaging design pays more attention to practicality. The goal of talent training has the same nature of vocational education. This kind of education model is very effective in cultivating applied innovative thinking and creative ability, but it requires investing in relatively large-scale capital equipment, establishing a direct channel for classrooms and markets, organically combining schools with commercial venues, and cultivating Consumer groups that love fashion experimental goods are quite difficult. As for every art higher education unit in China, it is possible to equip professional teachers according to the curriculum structure of the disciplines, and recruit high-quality students with both literary, rational and artistic foundations, which is more difficult to achieve in a short period of time. Especially after China joined WRO, “Made in China” products without intellectual property protection will be more hindered in international sales activities. According to the data, the dairy products made in China in 2004 were destroyed in large quantities in Germany because of the suspicion of container styling and packaging to imitate international brands. Therefore, the urgency of cultivating creative and innovative design talents can not allow the slow-moving reforms of higher art education units. Colleges and universities should take advantage of the surrounding conditions of schools and adopt special methods to strengthen their training. For example, the Shanghai Municipal Education Commission, which is set up in the School of Art and Design of Shanghai University of Engineering and Technology, focuses on the subject of “public art – product packaging design”, using developed industries in the region, frequent exchanges between China and foreign countries, and close links between school engineering disciplines and art disciplines. Convenient and other conditions, established the production, research and research base, and cooperated with the industry associations to create a unique path for the cultivation of applied innovative talents, and produced good results.
In recent years, the discipline has sent key teachers to visit art, design, and master's degrees in art design universities in the United States, Europe, Japan, and Korea. Not only has the school philosophy been updated, the school ideas have been clarified, professional skills have been enhanced, and the teaching staff has been enhanced. The overall connotation. At the same time, please invite dozens of well-known foreign art and design educators to hold academic lectures to demonstrate the design process. In particular, in the form of Sino-foreign cooperative education, foreign famous design experts are invited to serve as undergraduate students, so that classroom teaching is in line with international standards. The subject utilizes the characteristics of the school's overall engineering discipline, and is married to the disciplines of engineering and materials in the school. It is highly integrated with the disciplines of advertising, photography, exhibition, multimedia, and environmental art in the hospital. It complements the disciplines, creates the concept of the university, and strengthens the discipline. The foundation has broadened the design and creation ideas and enriched the means of design performance. On the basis of gradually increasing the experimental equipment of the subject classroom, the enterprises and companies related to the discipline have established the relationship of production, learning and research, and the commissioned project has opened up the channel connecting the market. This added to the lack of equipment in the hospital, and also made the classroom teaching closer to the actual production.
The discipline also uses various competitions and exhibitions to showcase teaching assignments as an important means of stimulating innovative education and a means of testing teaching effectiveness. Participation in competitions and exhibitions is one of the most effective ways to cultivate creative thinking and innovative abilities. Because every piece of work that appears at the exhibition must be the crystallization of a unique way of thinking and creation, and there is no place for any imitation. In countries with advanced art design education, colleges and universities encourage students to participate in various exhibition competitions, and such activities have been formed on a regular basis. The art design discipline of Shanghai University of Engineering and Technology has consciously seized the extended education method of this classroom, persevering, investing in human and material resources, encouraging and organizing students to participate and display, and to obtain the happiness and self-confidence of creating success, thus cultivating a strong sense of innovation and creative impulse. . In the past few years, the establishment of key disciplines has evolved from contingency to recurring, from the behavior of a few people to the behavior of all students. The level of participation has evolved from low to high, from the region to the national and international regions.
Each art design school can choose the right development path according to its own conditions and characteristics, but it should focus on the main direction of regional business economic development, and cultivate the application-oriented talents as the ultimate goal of perseverance. As a member of the WTO, China's rapidly developing business economy and distinctive commodity packaging will drive and regulate the healthy development of art design higher education.