The hottest packaging design and social responsibi

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Packaging design and society

the purpose of packaging is to make goods have a shell consistent with its content during transportation and sale; This requires that packaging not only have good technical design to protect and characterize the complete quality of products, but also have good visual design effect to ensure the smooth sale of goods. When goods are put into use, their packaging mission is over, and most packaging materials are often discarded at will. With the establishment of academician workstation with Academician Jian Xigao at the beginning of the new century, various potential crises in human society have emerged in different forms, leading to more and more intensified social contradictions. In a word, the earth's ecosystem, which is related to the basic living conditions of human beings, is gradually losing balance; As far as the aspects closely related to the daily life of the public are concerned, the credit relationship between production and consumption in the commercial society in which we live has been relaxed. A large number of fake and shoddy goods, relying on relatively low prices, compete with poor imitation of the packaging of high-quality goods to swagger through the market and circulate smoothly in the circulation channels - although this satisfies the low-grade consumption desire of some consumers But in the long run, it weakens and even destroys the real prospect of economic prosperity, and hinders the quality of our life from moving forward to the high-grade realm: packaging design, as a specific design activity, is a design that has a wide impact on human lifestyle. If we give full and correct play to its potential, we can reduce or alleviate the existing shortcomings; On the contrary, it will aggravate these contradictions. Faced with these practical problems, packaging designers and manufacturers are shouldering an unshirkable social responsibility

1. Packaging design and environmental protection

the concept of green design began in the mid-1970s. With the enhancement of the whole society's awareness of environmental and ecological protection, design institutions have introduced ecological protection into a new round of design thinking process from the consideration of human vital interests and sustainable development. The earliest green design was developed by a British company producing household cleaning products. In the product design, environmental protection concepts such as "natural recyclable raw materials, rechargeable packaging" were adopted: the packaging design that is easy to clean, durable and refillable effectively solves the malicious consumption of packaging resources by primary products, thus reducing the pollution to the environment to a certain extent. Once the product was launched, it immediately attracted the attention of consumers in the market, and they enthusiastically accepted the new concept of environmental protection consumption

while the majority of consumers actively welcome environmental protection products, the social sense of packaging designers is also stimulated. Designers play the role of coordination and cooperation between consumers and manufacturers. They advocated "green consumption guidelines" to make all sectors of society understand and support green design; Guide "green capitalists" how to make profits while protecting the environment. By the 1990s, enterprises in Germany, the Netherlands and Denmark had invested more money in green design. The voice of "Re

use re fill" has gradually been echoed all over the world. Many large enterprises have updated their production methods with the development of the times, raising the awareness of environmental protection in product design to a strategic position. For example, Philps and IBM established green design operation measures in the company's management system and implemented them in practice. The symbol "German blue angel" has been implemented since 1978, which symbolizes the environmental protection standard of green design; Under the influence of production, market and public opinion, thousands of designs have obtained this qualification

in order to ensure that nature maintains its normal operation from human destruction, in addition to using reusable packaging, packaging designers began to conceive the revolutionary improvement of packaging design with pure natural materials, so that it can be integrated into the big cycle of ecosystem. Similar to the metabolism of the life system, the ecosystem of nature is also constantly recycling material and energy; Once this cycle is out of balance or even destroyed, the ecosystem itself, which provides the material basis for our life, will also be out of balance or even collapse. At that time, life on earth will not be far away from smoke and ashes. Therefore, this is not only an aesthetic problem, but also a fundamental problem of survival. So designers imagine that if we can integrate man-made packaging into the circulation process of the large ecosystem, so that its materials can be taken from nature in a systematic way and return to nature, we can get opportunities for reuse or regeneration; Instead of being forced by nature, it is thrown back to nature in the form of garbage, and finally ends in a tragedy that destroys our quality of life - if packaging can truly beautify our life and grow with the development of life in this way, it is not only a blessing for the design industry, but also a blessing for mankind. Therefore, in terms of packaging, the concept of growth, usually the concept of affinity with the environment, has become the conscious mission of designers and the focus of their packaging design

based on this assumption, using natural materials that are easy to dissolve is the initial choice of designers. Crude fiber plants can become convenient packaging immediately after processing. These naturally available materials are rich in reserves and have strong regeneration ability. Sometimes, they are the best packaging. For example, eggshells have the best load-bearing capacity in shape, which has inspired designers. In developing countries, bowl shaped containers designed with coconut shells can be cleverly designed to become excellent packaging for food; Moreover, the relative stability of these materials ensures the safety of storage and transportation. This homely design also brings romantic feelings to people living in e-era cities

Although the concept of ecological protection has been vigorously promoted and widely known, the implementation of environmental protection awareness in packaging design always depends on the continuous joint efforts of designers, manufacturers and the whole society. Green packaging design is different from the existing channels and production procedures from material acquisition to processing. There is no doubt that in the initial stage, it will occupy more funds, increase the cost of products, and make enterprises face certain risks. However, from a long-term perspective, with the improvement of environmental awareness in the whole society and gradually becoming a part of the public's daily life and consumption behavior, green goods and their packaging will undoubtedly play a positive role in promoting the development of enterprises, because the life of enterprises lies in matching the public's consumption behavior and desire. On the road of hope and success, environmental friendly packaging design can be described as "Gao Changdong, director of Yucheng science and Technology Bureau, introduced that it is a long way to go."

2. Packaging design and business ethics

in order to make profits in the fierce competition, some commercial frauds have become rampant, which have not been curbed, but have become more and more hidden due to the modernization of technology. Mixing low-quality and low-cost products with high-quality products seems to be always a shortcut to get rich in the eyes of some owners. But undoubtedly, this is also a way of benefiting oneself at the expense of others, Thus ultimately damaging social interests "Shortcut", therefore, the society has gradually increased its condemnation and crackdown on this behavior. If the art of design is not simply to beautify our life, but more importantly to improve the quality of our daily life, then designers have the obligation to promote and promote the realization of fair trade.

under the condition that only the outer packaging of products can be observed, packaging design has become an important means to guide consumer behavior. Packaging The visual effects of quality performance and design can induce or resist consumers' desire to buy. In order to make high-quality products appear in front of consumers with a clear face, designers began to use crystal transparent cellophane for packaging design more and more frequently: This is the same as the popular practice of using translucent plastic in the selection of products in Europe and the United States in the late 1990s. Using transparency in packaging is a calm attitude of product manufacturers to express their honesty and confidence in products, which can effectively avoid and eliminate consumers' confusion about product quality. The transparent effect of packaging on the surface not only makes the good quality of products clear at a glance; Moreover, in the interweaving of emptiness and closure, the packaging design is most likely to achieve a moving effect that is both true and unreal, alternating between virtual and real. Through such a design foil, excellent products will stand out

in addition to traditional sales channels, the development of network economy is soaring at a dizzying speed. The extensive use of collateral makes its sense of touch extend to every corner of the world. In the near future, collateral survival will become the mainstream lifestyle. Due to the popularity of Internet and the reduction of intermediate links, the performance of online sales is gradually replacing the traditional shopping malls. This not only provides convenience for consumers, but also leads to the reflection of designers: how to prevent the emergence of commercial fraud through packaging design in order to maintain business ethics when trading on the network where physical objects cannot be seen

we can see that the advantage of network is that it can quickly and dynamically transmit all-round product information to consumers; Consumers or users can browse, compare and choose conveniently through the internet no matter where they are, and they can also consult on the Internet before buying. In order to explore the advantages of network, designers should use the digital means of network to display images and mark the details of design in packaging design, highlight the unique design techniques, and make the goods vividly and more stereoscopically displayed on the screen, together with the picture materials of goods, so as to prevent possible fraud when shopping

3. Packaging design and counterfeiting prevention

as China's intellectual property protection measures are far from perfect, it is common to deliberately imitate products with high market share and only make slight changes. This behavior has repeatedly become a bottleneck problem impeding China's entry into the WTO. Similar situations can be found everywhere in the field of packaging design: as an expert on packaging design and technology in the Far East, Christian Rommel once published a monograph on contemporary packaging design in China, It is pointed out that imitation and plagiarism in product design and packaging design in Chinese Mainland has become a strategy adopted by many small enterprises in actual operation. The main reasons for the proliferation of such infringement are the lack of a sound judicial system in society, the lack of necessary management awareness and mechanism in government departments, and the lack of creative designers in enterprises. Many European countries have formulated corresponding laws to strictly protect the packaging design of products. In order to protect their overseas markets, some enterprises have taken a firm stance against plagiarism in product design and packaging design, and constantly resorted to court for those plagiarized packaging designs that attempted to confuse the public with subtle changes, in order to defend their intellectual property rights in design

the emergence and spread of all pervasive commercial fraud has posed a severe challenge to China's packaging design industry. In this situation, some complex high-tech means are valued in packaging design. At present, the imitation method adopted by most fakes in packaging design is to directly use high-precision scanners to obtain the authentic packaging design renderings, process the obtained images through computer software, and make some obvious signs such as trademarks or words

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