On the Implication of Packaging Culture (I)

Packaging culture is generally defined as the combination of culture and commodity packaging, and the general term for the material and spiritual achievements embodied in the packaging activities of commodities includes commodity trademarks, packaging technology, packaging ethics, packaging management, and packaging and decoration. Packaging process and packaging material products, etc. Packaging culture, in a certain sense, is the human packaging economic activity and its result. Therefore, we should begin with the creation of the practice and packaging culture, and combine its implications for research.
First, the isomorphism of packaging practice and culture There is an isomorphism relationship between social packaging practice and social culture. The social and economic practice manifested in human beings is the source of the packaging practice and packaging culture. Once the packaging culture is produced, it will greatly influence and counteract social and economic practices. In the beginning, ancient humans, like today's monkeys, were the same as the monkeys in the valley. One was lost and one was lost. “Hungry takes it, and satisfies it.” It does not know how to collect it.
Ancient humans knew that they would cherish the remaining physical objects that were not consumed. Therefore, there was a purposeful transformation of natural objects to preserve and store their own unfinished labor products. For example, the leaves of existing plants such as lotus leaf were used as packaging materials to wrap up the rest. Afterwards, the items are then developed into bamboo tubes, or the use of vines and branches of plants to compile containers, baskets, baskets, and charcoal containers, and finally firing pottery, making metal and glass containers, etc. With the development of social and economic practices, the isomorphic relationship between packaging practice and packaging culture.
The commodity packaging under the conditions of market economy is not only a product of the progress and development of social material civilization, but also a result of the progress and development of social spiritual civilization. Commodity packaging has rich cultural implications. Optimizing commodity packaging is not only the need to protect commodities, facilitate storage and transportation, promote sales, and facilitate consumption, but also the need for spiritual civilization construction of cultural construction.
Second, the culture of commodity packaging contains the cultural implications of commodity packaging refers to the results of the development of spiritual life created by humans through the packaging of goods and the progressive state of spiritual production. It is the sum of the contents of ideas, technology, morality, law, and artistic content that are expressed and reflected through the packaging of goods. Below, the test will be divided as follows:
1, the idea of ​​product packaging contains, mainly reflected in the trademark.
Trademark design is a practical arts and crafts, it involves all areas of politics, economy and art, and the ideology is strong and has a good moral meaning is the soul of the trademark. Ancient and modern Chinese and foreign, thought-meaning good trademark, not only can create a good image for enterprises and commodities, but also can be loved by consumers, and give consumers ideological incentives, play a good propaganda effect. For example, in the period of the War of Resistance against Japan, in order to resist the imperialist economic aggression and economic plunder and destruction of China, the Shanghai Huasheng Electric Fan Factory named the electric fan produced by itself as the “Chinese Master”. "Watson" means "for the survival of the Chinese nation."
A trademark has important propaganda significance for arousing the people and inspiring the people to fight against imperialism. Some of the goods were originally dull, with thousands of similar products and numerous listings. However, due to its use of trademarks that can stimulate people's sentimentalism, they have achieved good promotional effects. A high-quality liquor produced by a winery in Qufu, Shandong Province, with the brand name “Confucian House Wine”. "Confucius House wine, let people homesick."
Confucius, which was more than 2,000 years ago, is a world cultural celebrity and an outstanding thinker, educator, and politician of the Chinese nation. "Drinking Confucius House Wine", cherishing the pioneer of this great national cultural thought, is a form of sustenance and patriotism. Therefore, “Confucian House Wine” was not only welcomed by consumers in China, but also had a significant increase in sales. Moreover, Chinese and overseas Chinese all over the world also liked it very much, making it the largest exporter in the country.
There are also some trademarks, meaning far-reaching, punish, can arouse the beautiful association of consumers, thus generating the purchase demand, which is embodied in the spiritual civilization contained in the packaging of goods. For example, the Chinese-Italian brand refrigerator not only shows that the product was produced by China and Italy in cooperation, but also praised the excellent quality of refrigerators. Ensure consumer satisfaction. This trademark is very appropriate, intriguing, and exciting. It is also full of spiritual civilization.
2. The technology of commodity packaging implies the technological implications of commodity packaging, which means that commodity packaging should be better integrated with science and technology. While the world packaging industry is moving toward high technology, new materials, low cost, high quality, specialization, and collectivization, China's commodity packaging must vigorously carry out technological innovation activities. (to be continued)