On the Status Quo of Japanese Packaging Design
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First, the "first impression" of the Japanese market packaging design
1. "Yang", "and" two-package showcases
This trip passes through Tokyo, Fujinomiya, Kyoto, Nara, Osaka, Nagoya, and the Aichi Expo. It is a rush to walk through street shops, souvenir shops, specialty stores, supermarkets, department stores, and large shopping malls. . The first impression is that Japan is a society with more than demand, and its products are dazzling. From the perspective of packaging design, the style can be roughly divided into two categories, one is the modern "foreign" type, and the other is the traditional "and" type; although it can also be separated into a comprehensive form, but " And "," "foreign" are still the main types. Like the girls on the streets of Japan, they are dyed with colorful hair, dressed in exaggerated and open fashion costumes, and wearing traditional kimonos, hibiscus, stepping on small pieces and elegantly holding on. These two styles echo each other, attracting attention, making people feel traditional and modern, simple and fashionable and harmonious coexistence.
The "foreign" packaging highlights the consumption mentality of mainstream people in urban life in Japan - chasing fashion, openness and worshipping the ocean; and "he" packaging reflects the Japanese people's attachment to the traditional culture of the nation.
Japan’s “He” packaging today is the focus of the author’s attention, first because the designer is promoting the national style, but also strives to make the work contemporary, thus creating a new fashion style; secondly because of its oriental The spirit is inextricably linked to the traditional culture of our country. Today, Japan has joined the unique Chinese culture spirit on the basis of traditional Chinese culture, and on this basis, it has found the atmosphere of Japaneseization and the context of modern fashion, and has come out of the amazing new Japanese packaging art style. the way.
2. Traditional new materials, exquisite craftsmanship and meticulous design
The quality of the Japanese product packaging reveals a deep impression. From the surface of the package: not only the depth of the creation of graphics and the use of color, but also the designer's intention to improve from the selection of materials and craftsmanship. The graphics and colors mainly revolve around the traditional aesthetic and national culture, while the choice of materials starts from the nature, and makes it practical and beautiful through modern craftsmanship, forming a packaging image with obvious Japanese characteristics, fully demonstrating that it is known for its rigorous work. Japanese talent in packaging art.
This kind of intelligence is also manifested in the following aspects: First, the material industry, processing technology and system related to packaging have developed quite well, such as the modern fashion of traditional handicrafts such as paper, lacquer art and woodwork; second, graphics Research on methods and methods, deepening of traditional handicrafts, and business intelligence work have been done relatively solidly. These all provide a good foundation for design creation. Therefore, it is difficult to find shoddy things in Japanese stores, from the smallest toothpicks to daily necessities; from a single individual product to a serialized product portfolio; from machine production to hand-made, the pieces are carefully crafted. ,fascinating.
3. The concept of environmental protection is reflected in packaging design and production.
Japan is an island country with a small number of people and an internal resource crisis that has created a strong environmental awareness. This environmental awareness is the result of the government and its related organizations, education and public awareness. It is reflected in all aspects of daily life of Japanese people. Similarly, in packaging design, designers consciously consider environmental factors and become their normal way of thinking. In the design practice, the selection and development of materials are preferred because they do not pollute the environment and are easy to recycle.
Second, the background and reasons for interpreting the design
1. In-depth study of morphology, traditional graphics and perceptual engineering in Japanese design education is the key
By observing the phenomenon we can trace the background of this design generation and implementation. Japanese scholars have conducted in-depth research on the basic education of modern design, and gradually formed theories and methods with their own characteristics. They have done in-depth research and interpretation of Western constructivist styling thoughts and color studies, and built a so-called "three major components" education system with the unique subdivision of Japan; at the same time, they did not give up the traditional patterns of the East. Research and interpretation of learning, such as the study of traditional patterns and processing techniques (such as grass dyeing, tie-dyeing, embroidery, hand-painting, etc.) centered on "kimono" costumes, a research method that combines traditional patternology with morphological composition. It is inevitable to present a pattern of mutual learning and common development.
In addition, with the increasingly fierce market competition, the consumer demand-oriented product development model is gradually becoming mainstream. Therefore, the research on the so-called "sensible engineering" theoretical system is becoming more and more mature in Japan. It is essentially a concept and means of using engineering techniques to explore the different "feeling values" and their relationships between the sensory and "object" interactions of "people." In the field of product design, it quantitatively expresses people's perceptual intentions of “things” and associates them with product features to design products that meet people's expectations.
2. The multicultural environment and self-improvement of national consciousness have given birth to the formation of "Japanese flavor" in design.
In Japan, it is not difficult to feel the multiculturalism that roots in this land and water. There are completely copies of things in Europe and America. There is the meaning of the "Zen" in ancient China, and the simplicity and grandeur of pure Japan, and the recent explosion of "Japan." fashion". However, what caught the attention of the author is still something with a "Japanese flavor." Imagine the formation of these "Japanese flavors", the most important of which is the strong local ownership consciousness of the Japanese nation and their unique collective ideas - this kind of consciousness can give birth to a common spirit and approximate taste.
Driven by the common aesthetic spirit of “Japanese flavor”, under the social conditions of the original consciousness of competition caused by competition, in the atmosphere of respect for the originality of designers, Japanese designers use their hearts to “recreate” on the traditional platform. Ability. For example, the re-development and re-processing of traditional materials has created new ideas. Using the new fashion to re-print the fine patterns on the paper, and then use this paper for future design, so that the "Japanese flavor" has always been dynamic and changing.
This evolving "Japanese flavor" presents obvious visual features in Japanese packaging design. Many languages in traditional design are reflected in modern packaging. In terms of patterns, mainly based on abstraction, the theme is plant patterns (mei, cherry, vine, chrysanthemum), animal patterns (dragon, phoenix, fish, birds), utensil patterns (discs, fans, fan, tea props), hemp Leaves, mesh and tortoiseshells, as well as traditional family emblems and geometric patterns. In addition, many of the “knots” used in kimonos and ancient women's headwear have been well used in packaging and have been deduced and modified. Around the "Japanese traditional color" application, a series of color vocabulary with Japanese local characteristics have been produced from the fields of traditional painting, pattern, clothing, food, etc., and the color with Japanese characteristics has been formed on the packaging.
Of course, a relatively complete system of advertising and marketing, a strong basic industry, and a relatively healthy traditional handicraft system are also guarantees for the realization of the design concept. This provides a good environment for the realization of the "Japanese flavor" - the extension and innovation of the traditional context.
Third, case analysis of several small product packaging designs
Case 1: Fruit
Fruit, a traditional Japanese dessert, is often used as a "companion" for tea ceremony. It is usually made of rice flour, which is divided into hard and soft two kinds, hard like biscuits and rice cakes, soft like Chinese glutinous rice cakes. For a big country like China, this unsavory snack seems to be worth mentioning. However, it is the most common snacks that have been carefully designed and packaged by designers to play a very important role in the daily etiquette life of Japan and become a good gift.
First of all, the design and production of fruit shapes and colors vary widely. Secondly, after packaging, it has different grades in the market, and the price ranges from several thousand yen to tens of thousands of yen. Popular packaging is generally three layers. The outermost layer is wrapping paper, with Japanese manga, traditional patterns or text as the main graphics, and some directly using Japanese and paper. The second layer is the carton, which is covered with a plastic compartment. The fruit is neatly arranged and also in a separate plastic package. The precious gift set has four or more layers. In addition to the exquisite design of the outer wrapping paper and the box, the layer of the individual packaging is also more thoughtful, and the hand-painted painting with the anti-penetration coating is applied. Wrapped paper, handcrafted into various shapes, like meticulous artwork. This is an ordinary sweet food that has been shaped into a valuable gift.
Case 2: Pickles
The same packaging features are found in another dish that is inconspicuous – pickles. Japanese designers did a lot of work on the pickles packaging. In order to convey the concept of nature and environmental protection, the packaging of pickles is made up of natural materials or artificial (leaf, bamboo leaves) materials; sometimes they are shaped into the original material, like whole radish, whole cabbage, and strive to express A meaning that returns to the natural ecology. It is through a variety of careful design that the added value of the product can be improved.
Case 3: Bento
Bento is a daily fast food in Japan, which is sold in general supermarkets and small stores. For different classes of office workers, the product grades and packaging are different. The economical packaging is a plain carton and a wood-like carton, while the high-grade is a wooden or plastic box of a lacquer ware. This design comes from traditional Japanese dining, using wood and ceramic utensils and in a paint box. Nowadays, urban workers are pursuing this kind of eating sensation. Designers use this method. The only difference is that they are made of paper materials that are easy to recycle, such as recycled paper and recycled wood, so that people can enjoy traditional food when they eat. Aesthetics can save costs.
Such cases are too numerous to enumerate. Due to space limitations, only these three cases. When I read a lot of photos taken by the trip to Japan, I can't help but think of China's product development and packaging design, production and even marketing on the international platform. How is the spirit of modern China presented? These propositions are something we need to think deeply about.