The author has a long history of concern and appreciation for Japanese packaging design. In the summer of 2005, I had the opportunity to go to Japan with the Chinese Academy of Fine Arts delegation to Japan, and made a "zero distance" contact with the product packaging on the market.
1. "First impression" of packaging design in the Japanese market
1. "Foreign", "He" two types of packaging show their own style
The trip passed through Tokyo, Fujinomiya, Kyoto, Nara, Osaka, Nagoya, and the Aichi World Expo. . The first impression is that Japan is a society where supply exceeds demand, and there are a lot of commodities. From the perspective of packaging design, it can be roughly divided into two categories, one is the modern "foreign" style, and the other is the traditional "sum" style; although it can also be divided into comprehensive forms, but " The "he" and "foreign" categories are still the main types. Just like the girls on the streets of Japan, they have the image of dyed colorful hair and exaggerated and open fashion clothing, and they also wear traditional kimonos and clogs, step on small steps, and elegantly hold the image. The two types of styles echo each other and are striking, making people feel that traditional and modern, rustic and fashionable coexist in harmony.
"Foreign" packaging demonstrates the consumption mindset of the mainstream people in today's urban life in Japan-chasing fashion, openness and admiration for the ocean; while "he" packaging reflects the Japanese's attachment to the traditional cultural spirit of the nation.
The reason why Japan ’s “he†packaging is of concern to the author is firstly because the designer promotes the characteristics of the national style, but also strives to make the work with the times, thus producing a new fashion style; secondly because of its oriental The spirit is inextricably linked to our traditional culture. Today ’s Japan has joined the unique national cultural spirit of Japan on the basis of traditional Chinese culture, and on this basis, it has found a Japanese atmosphere and a modern and stylish context, and has come out with the amazing new style of Japanese packaging art. the way.
2. Traditional new materials, exquisite craftsmanship and elaborate design
The quality of the Japanese product packaging reveals a deep impression. From the surface of the packaging: not only shows the depth from the creation of graphics and the use of colors, but also shows the designer's intention to strive for excellence in material selection and craftsmanship. The graphics and colors mainly revolve around the traditional aesthetic and national culture, while the selection of materials starts with nature, making it practical and beautiful through modern craftsmanship, forming a packaging image with obvious Japanese characteristics, fully showing that it is known for its rigorous work. Japanese talents in packaging art.
This ingenuity is also manifested in the following aspects: First, the packaging-related material industry, processing technology and systems have developed quite well, such as the modern fashion of traditional handicrafts such as Japanese paper, lacquer art, and woodwork; second, graphics Research on design and methods, in-depth study of traditional craftsmanship, and business intelligence work have been done relatively solidly. All these provide a good foundation for design creation. Therefore, it is difficult to find rough and rough 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, pieces are carefully crafted ,fascinating.
3. Environmental protection concept is reflected everywhere in packaging design and production
Japan is an island country with a small land area and many people. The inherent resource crisis has formed a strong environmental awareness among them. This environmental awareness is the result of government and 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 protection factors and become their normal way of thinking. In the selection and development of materials in design practice, materials that do not pollute the environment and are easy to recycle and reuse are the first choice.
2. Interpretation of the background and reasons for 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. Japanese scholars have made in-depth research on modern design basic education, and gradually formed their own theories and methods. They have conducted in-depth research and interpretation of Western constructivist modeling ideas and chromatics, and built the so-called "three constituents" education system with Japanese unique subdivision concepts; at the same time, they did not give up the traditional patterns of the East The research and interpretation of science, such as the study of traditional patterns and processing techniques (such as grass dyeing, tie dyeing, embroidery, hand-painting, etc.) with "kimono" clothing as the axis, this research method that combines traditional patterning and morphology Inevitably present a pattern of mutual learning and common development.
In addition, with the increasingly fierce market competition, consumer demand-oriented product development models have gradually become mainstream. Therefore, the research on the so-called "sensory engineering" theoretical system is maturing in Japan. It is essentially a concept and means of using engineering technology to explore the different "feeling value" and its relationship between the interaction of "human" senses and "things". In the field of product design, it quantitatively expresses people's sensibility towards "things" and correlates with product features to design products that meet people's expectations.
2. The multi-cultural environment and self-reliance of national consciousness have spawned the formation of "Japanese taste" in the design
In Japan, it is not difficult to feel the multiculturalism rooted in this land and water. There are completely copied European and American things, the meaning of "Zen State" introduced from ancient China, the simplicity and gorgeousness of pure Japan, and the recently emerged "Japan" fashion". However, what can draw the author's attention is still something with a "Japanese taste". Imagine the formation of these "Japanese tastes", the most important of which is the strong local belonging consciousness of Japan as a nation and their unique collective idea-this consciousness can produce a common spirit and similar taste.
Driven by the common aesthetic spirit of "Japanese taste", under the social conditions that the originality consciousness caused by competition is strengthened, and in an atmosphere of great respect for the originality of designers, Japanese designers deliberately exert their "recreation" on traditional platforms Ability. For example, the re-development and re-processing of traditional materials can bring new ideas to them. Use the new fashion meaning to reprint those delicate patterns on Japanese paper in large quantities, and then use this Japanese paper for future design, so that the "Japanese taste" has always maintained vitality and change.
This constantly developing "Japanese taste" has obvious visual characteristics in Japanese packaging design. Many languages ​​in traditional design are reflected in modern packaging. As far as patterns are concerned, it is mainly abstract, and themes are plant patterns (plum, cherry, vine, chrysanthemum), animal patterns (dragon, phoenix, fish, bird), utensil patterns (dish, fan, fan, tea prop), hemp Leaf, mesh and tortoiseshell as well as traditional family emblems and geometric patterns. In addition, many "knot" elements are used in kimonos and ancient women's headdresses, which are well used in packaging, and new interpretations and variations have been made. And around the application of "Japanese traditional color", a series of color vocabulary with Japanese characteristics has been produced from traditional painting, pattern, clothing, food and other fields, and colors with Japanese characteristics have been formed on the packaging.
Of course, a relatively complete advertising and marketing system, 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 taste"-the extension of the traditional culture and the new creation.
3. Case analysis of several small product packaging designs
Case 1: Fruit
Fruit, a traditional Japanese dessert, is often used as a "mate" in tea ceremony. Generally made of rice noodles, there are two kinds of hard and soft, hard like biscuits and rice cakes, soft like Chinese glutinous rice cake. For a big eating country like China, this small snack with a surprising taste does not seem worth mentioning. However, it is the most common dim sum. After careful design and packaging by the designers, it plays a very important role in the daily etiquette life in Japan and becomes a good gift.
First, the design and production of fruit shapes and colors vary. Secondly, after packaging, it will show different grades in the market, with prices ranging from several thousand yen to tens of thousands of yen. Popular packaging is generally three layers. The outermost layer is Wrapping Paper, with Japanese comics, traditional patterns or characters as the main graphics, and some Japanese paper is used directly. The second layer is the carton, which is covered with plastic compartments, the fruits are arranged neatly, and there are also individual plastic packages. There are four or more layers of expensive gift sets. In addition to the more refined design of the outer paper and the box, this layer of individual packaging is also more thoughtful. It is hand-painted with an anti-permeation coating. The wrapping paper is made into various shapes by hand, just like meticulous artwork. This kind of ordinary sweets are shaped as precious gifts.
Case 2: Pickles
The same packaging characteristics are manifested in another humble food-pickles. The Japanese designer did a lot of work on the pickle package. In order to convey the concept of nature and environmental protection, the packaging of pickles uses a lot of natural materials, or simulation (leaves, bamboo leaves) materials; sometimes they are visually shaped into the original material, like a whole radish, whole cabbage, and strive to express A meaning of returning to natural ecology. It is precisely through various deliberate designs that the added value of the product can be enhanced.
Case 3: Bento
Bento is daily fast food in Japan, and it is sold in supermarkets and small shops. For different classes of office workers, their product grades and packaging are different. The economical packaging is a common carton and a wood-like carton, and the high-end is a wooden or plastic box that imitates lacquer. This design comes from the traditional Japanese catering, which uses wood and ceramic utensils and is contained in a lacquer box. Nowadays, urban office workers pursue this kind of dietary feeling, and designers follow this approach. The only difference is that they are made of easily recycled paper materials such as recycled paper and recycled wood, so that people can enjoy the traditional Aesthetic and cost saving.
There are too many such cases. Due to space limitations, just three examples. When I read through the considerable data photos taken during my trip to Japan, I can't help but think of where on the international platform China's product development and packaging design, production and marketing go? How does the spirit of modern China appear? These propositions are something we need to think about.
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