On the Basic Quality of Contemporary Packaging Designers

In the past century, with the birth and continuous development of artistic design and technical aesthetics, Chinese packaging design has been closely integrated with contemporary culture, science, technology and art. The function and function of packaging have been fully and extensively demonstrated. Every day, people enjoy the benefits and beauty of modern packaging design, and their position and role in the national economy are also increasing day by day.

At present, people have come to realize that packaging design can enhance the commercial value of the product itself, accelerate the process of converting the product into a commodity, give the product a certain cultural value and humanistic atmosphere, give people an aesthetic enjoyment and delusion, and can promote The survival of mankind and nature coexists, and the special functions and charms of the packaging designer's work are increasingly valued by society and people.

Today, China's packaging industry is facing the impact of the third wave. The China Packaging Industry Development Strategy Seminar held in Zhongnanhai sounded the forefront of China’s move from a packaging powerhouse to a packaging powerhouse. The WTO has put forward newer and higher requirements for China's packaging industry, and has also brought about a vast space and development opportunities for the use of a globalized economy. How to adapt to the ever-changing economic development and increasingly fierce market competition, how to accept the challenges and tests of the new situation and new requirements, and to fully and extensively display the designer's special functions and charm, so as to promote and promote the rapid development of China's packaging industry. The development of the design business is a task that every packaging designer must face and deserve to study. So what kind of designer can take on this important task and complete the mission that history has assigned to it? What qualities should a high-quality designer have? The author wants to talk about the superficiality of the two aspects of "de" and "talent". Awareness.

I. Requirements of "Germany"

1, must have a strong dedication

Designers must love their design career, and be passionate about it. They have a strong sense of professionalism. This is the source of the designer's creation and motivation. It is the soul of work and one of the basic conditions and qualities that a designer should have. .

Designers are engaged in creative work, as the famous Italian designer Sotesa Sass said: "We try to give design a richer meaning, more flexibility, and make it more personal and social life. responsibility". The designer only loves his career and is full of passion for his favorite career. He really understands the significance of his work in promoting social and economic development, market prosperity, rejuvenating China, and carrying forward national culture. Only in this way can the pressure change become a driving force. Fighting, taking the mission given by history as its responsibility, strives to become an outstanding designer with a sense of responsibility for the times.

2, must have professionalism

First of all, we must establish the concept of confidence and self-improvement. In the face of the severe test of this new situation and new environment, the professionalism of the designer is particularly important. The professionalism here includes a strong will, a willingness to work, a tireless thought and a tough exploration. To know that successful design work can never be created with the designer's inspiration overnight, it must be the product of the designer's wisdom and experience, it contains countless failures, setbacks, and pay. Only those who are willing to work tirelessly, diligently and diligently to explore, and with tenacious will and perseverance and professionalism dedicated to the cause, can make oneself move towards the road to success, and the works designed can have exuberant vitality. In the past decade or so, China's packaging design industry has developed rapidly, and has made considerable progress. The level of packaging design has greatly improved. Every year, good news is received in international design competitions, relying on the designer's dedication. Professionalism. These works embody the designer's efforts and talents. They are not just a few pieces of design work, but are the cornerstones of the designers' use of their own actions in the history of the packaging industry. Let's build the road to packaging. Go faster and more stable.

3, should carry forward the national culture as its mission

We must always keep in mind that we are the children of the Chinese nation and regard it as our responsibility to carry forward our national culture. This is also the temperament and culture that contemporary designers must possess. Many outstanding design works in this area are worth learning from us. For example, in the London Arts & Crafts Invitational Exhibition, we won the Gold Award for Longjing tea packaging. The author cleverly put dragons, wells, tea and porcelain into four different elements, but all have national cultural characteristics. The carrier dissolves into a piece of work, and the term “Longjing tea” has been added to it. It has acquired a new visual aesthetic and creative concept. Another example is the Shanghai old wine packaging that is popular on the beach. Through the image of Shikumen, which reflects the old Shanghai atmosphere, the taste of Shanghai Yellow Wine has become more concentrated and fragrant. These all embody the designers' strong national feelings and deep rural customs. They excavate and feel China's extensive and profound cultural heritage. Ancient culture melts into the wisdom and creativity of the designers and glows the glory of the times. These works with a strong national spirit have made our designs go out of the country, making our national culture spread around the world.

4, must have environmental awareness, take the green packaging road

With the global shortage of resources and the deteriorating ecological environment, protecting the environment has become a global concern. Designers have no awareness of environmental protection and should be raised to the point where there is a high degree of public morality. Designers must be based on their own work, establish environmental protection design ideas, promote green packaging, appropriate packaging, conserve resources, protect the environment, benefit the society, and promote the survival of humans and nature.

Second, the "talent" requirements

1, knowledgeable, with extensive knowledge.

Packaging design is a comprehensive interdisciplinary discipline involving mechanics, materials science, printing technology, antisepsis preservation technology and aesthetics, psychology, marketing, and many other professional disciplines. It also involves the expression of Chinese and foreign languages ​​and the combination of texts. Choice and modeling, etc., it faces a comprehensive problem. Designers can only broaden their ideas if they have a lot of knowledge. Only when they have sufficient and generous knowledge reserves can they be able to handle the task of each design. Therefore, the designer must be like a sponge to absorb water, be good at learning, study hard, learn from books, learn from practice, learn from engineering and technical personnel, learn from advanced experience at home and abroad, constantly enrich and update all kinds of relevant knowledge, and make himself educated and versatile. Efforts to develop themselves into a comprehensive composite talent.

2. Advance consciousness and scientific prediction ability

The packaging design originally originated from the designer's creative inspiration and creative impulse, which may be a moment, a moment, but its flash, can not be separated from the designer's sense of advance.

The advance consciousness here includes two levels of meaning: First, the flexibility of thinking. Only agile thinking can make breakthroughs in the conventional wisdom. The second is the sensitivity to the epidemic. With a keen eye, we will discover the impending trend from the phenomenon that ordinary people do not pay attention. If designers do not possess such advanced awareness and are not good at making accurate predictions, they cannot create successful works, nor can they bring their own works to market.

However, packaging designers’ advance awareness and foresight capabilities do not come from a vacuum. From the perspective of personnel skills, designers must control scientific forecasting methods: (1) Market research, through market surveys, can help designers find out the current The advantages and disadvantages of similar product packaging, understanding the consumer's buying interest, so that designers make correct judgments. (2) To grasp first-hand sources of information, designers should consult and obtain a large amount of information and information from newspapers and magazines and online information at home and abroad so as to understand the latest developments in the market: what to do, what is missing, what is the latest technology, What are the most popular elements, and so on, to enhance their insight, judgment, and inspire their own creative inspiration.

3, good at collaboration, can practice

Packaging works are the crystallization of designer's wisdom and experience, and they are also the result of hard work. It is the process from conception, design, production and production to long-term operation and practice to success. Designers must have the ability to realize their own creative thinking. This ability includes performance ability, social ability, language ability and completion ability. The packaging designer must make the design proposal successful. First of all, there must be strong oral and written writing skills. Be good at introducing his own design proposal to the other party. Fully express the advantages of creative design, so that others can identify and obtain approval. Secondly, it is necessary to communicate with the company's managers, managers, sales personnel, and publicity personnel at any time, work collaboratively with various technical personnel, and ultimately express their design ideas fully and perfectly through various production technologies. An overall working process.

4, dare to explore and dare to innovate

Innovation means constant innovation, and for package design, it is the birth of a new idea that contains the designer's unique insights and specific meanings. Innovation means breaking again and again. It is a critique, inheritance, and development of the tradition. It also indicates the future development trend. It requires designers to be good at thinking and exploring in their daily lives, and constantly develop their own logical thinking ability that is generalized, dissolved, and abandoned, and requires designers to constantly tap new and beautiful with more agile vision and correct judgment.

The 21st century is an open century. It is a century in which the knowledge economy and information science are rapidly developing. It is a century in which national culture, regional culture, and Chinese and Western cultures collide with each other. Packaging design must adapt to a situation that is gratifying and compelling. Innovation and innovation,

The history of the origin and the extensive and profound cultural heritage have provided unlimited space and vitality for the development of contemporary Chinese packaging design. Let us face the storm, give full play to the talent and wisdom of our designers, create more and more beautiful works, and gradually develop ourselves into an excellent packaging designer with both integrity and talent in constant learning and practice. . (Shanghai Institute of Finance Chen Xiaoying)

Source: Shanghai Packaging