On the ethical and ecological value of "simple packaging" (Part I)
emerging values such as energy conservation, environmental protection and returning to nature have been increasingly recognized, which to some extent constitute the social basis for the existence and development of simple design. People devote their attention to simple, fresh and natural style, perhaps because the fast-paced pace of life has made people feel exhausted. People are eager for a moment of rest in their hearts, promoting the designers to reposition the thermal insulation products with a thermal conductivity greater than 0.045w (m2k), and thinking about how to make the expression of design ideas clearer, clearer and concise in such a noisy visual world. Simple packaging design will become the mainstream style of modern packaging design. It advocates the simplest packaging structure, the most frugal packaging materials, the most refined modeling, as well as the most refined words and accurate information transmission. It advocates using clear, clear, pure and calm abstract forms to pursue richness in simplicity and elegance in purity. The design idea of "less is more" is emphasized. The picture of the design works is simple and open-minded, without any unnecessary decoration. At the same time, it can ensure the true expression of the design intention, which is intuitive and realistic, making the whole packaging design more refined, concise and natural. Special topic: looking at the beautiful "coat" of moon cakes during the Mid Autumn Festival, we can see that simple packaging is a packaging form that not only includes the functional value of packaging, but also endows packaging with artistic value
basic characteristics of simple packaging
Realism: on the one hand, the realism of simple packaging opposes cheating consumers like excessive packaging; On the other hand, we are opposed to perfunctory consumers like simple packaging. It is very appropriate to use "two Jin bamboo shoots and three Jin shells" to describe the excessive packaging of many products. The simple and generous packaging of moon cakes has to be made into multi-layer cabinet style baskets, dragon boat shaped gift baskets and other styles. These round and flat cakes are wrapped in "three layers inside and outside" and dressed up brilliantly. The price of smart phones, ultrabooks, LEDs and smart appliances is the highlight of the electronic information and electrical appliance industry. The same is true for the packaging of all kinds of health and nutrition products. There are only four small tablet ginseng buccal tablets, so it is necessary to pack them into two packages, wrap them inside and outside in plastic bags and small cartons, and then put a large packaging box with exquisite printing on the outside. The most typical is a kind of American ginseng packaging. The box is very small. When you open it, the substance is only a thin layer, and the volume is less than 1% of the packaging
in recent years, this phenomenon of excessive packaging and luxury packaging is common in society. Excessive packaging means that the packaging of goods exceeds the required level, forming unnecessary packaging protection. Its manifestations are excessive consumption of materials, excessive weight, excessive content volume, excessive volume, excessive use of materials, excessive decoration, high cost, etc., which greatly exceeds the requirements of protecting and beautifying goods, and gives consumers a sense of unworthy of the name
many goods are small in themselves, but the packaging is one layer on the left and one layer on the right. Consumers can only realize the "true face of Lushan Mountain" by peeling it off layer by layer. This excessive packaging not only does not play its due role of beautification and promotion, but on the contrary, it gives consumers a feeling of burden and produces a rebellious psychology; Excessive packaging will increase some unnecessary costs, raise packaging costs, and damage the rights and interests of consumers; What is more serious is that excessive packaging increases the use of packaging materials, wastes expensive natural resources, increases urban domestic waste, and causes environmental pressure
with the development of society and the improvement of material civilization, people's spiritual needs are constantly improving; With the deterioration of living environment and the lack of natural resources, people's packaging concept is changing. Consumers are increasingly in favor of simple packaging. Packaging must be able to meet the core needs of consumers, that is, it must have real value. Because the purpose of people buying is not packaging, but the products in the packaging. These multifarious "form is greater than content" over packaging may be able to attract occasional gift purchases, but it is difficult to win consumer loyalty and lack the motivation for long-term development
we oppose excessive packaging, advocate simple packaging, and prevent going to the other extreme. Simplicity does not mean emptiness and simplicity. Simplicity is a breakthrough in "complexity". The relationship between simplicity and simplicity is the result of quantitative and qualitative changes. Simplicity is the crystallization of simple accumulation and the essence formed after multi-layer infiltration and screening. Simplicity is the use of limited information to convey an intriguing artistic conception, which can maintain a clear vein in the complexity, and can provide a refined index signal in the viewer's memory, leaving a deep overall impression. Simple packaging is not simple packaging, but requires simple and clear packaging design, accurate, complete and clear design elements to grasp the attributes of goods, quickly and accurately convey commodity information, so that consumers can get a more comprehensive understanding of goods in a very short time. Realistic and simple packaging must have:
clarity. In addition to the commodity name, brand and trademark, the package also indicates the quantity, weight, quality, size (such as shoes), manufacturer (and address, number), production date, price or bar code; The food package must contain nutrients, raw materials, and the consumption period, and be specially marked with "fat free", "low fat", "sugar free", etc
instructive. How to open the package, how to preserve the goods, and how to eat and use them should be explained in detail on the package. If it needs to be refrigerated, it must be stated on the package. The text used for guidance should be detailed, and concise schematic diagrams should be provided when necessary. For example, there is a toothpaste with "how to brush your teeth" printed on the package List 5 points and 3 attached drawings, with special emphasis on the care of doctors: "only use your own toothbrush, not others' toothbrush."
convenience. Including the convenience of store display and sales; Convenient for customers to carry, use, etc
security. Including moisture-proof, mildew proof, moth proof, shock proof, leak proof, shatter proof, extrusion proof, etc
packaging should also reflect meticulous care for people. Goods full of human nature are irresistible, and goods packaging full of human nature gives people a more cordial and warm feeling. For example, the packaging of toys is written for children from several years old to several years old. If there are particles in the toy that will not hurt the small size of human cells, it is specially stated that "children under the age of 3 cannot play with them". For those packaged with plastic film, the film is printed with the words: "this is not a toy. Stay away from children to prevent suffocation." There are precautions on the packaging of detergent, bleach, etc.: "do not enter your eyes. In case of accidental entry, rinse with water or see a doctor."
for the understanding of packaging, we should use the dialectical unity and development thought, while seeing its own positive role, we should also have a deeper connection with its impact on society, the environment and other aspects. 1.2 when the freezing point and moving point oil is cooled to the temperature when it cannot move, it is called freezing point sound, expand its service function, and maximally overcome or reduce the adverse factors of packaging itself, It is more necessary to reduce and overcome man-made adverse factors