In the 1980s and 1990s, the design was diversified and various design styles appeared. People began to get bored with internationalism styles that focused on "functionalism" and emphasized standardization and standardized production. It advocates satisfying people's higher level needs with more forms of beauty based on the guarantee function. Humanized design has become an eye-catching highlight, and gradually formed a trend. Simply speaking, the humanized design is to rise from the single satisfaction of the function to the human spirit level. Give more emotional, cultural and aesthetic connotations in the design. To establish a wonderful realm of harmony between people and things, people and the environment.
Humanized design is the inevitable result of social development
American behavior scientist Maslow divides people's needs from low to high into five levels. That is, physiological needs, safety needs, social needs, respect needs, and self-realization needs. Maslow believes that the above five levels of needs increase step by step. When social and economic development is at a relatively low level, people's demand for goods is simple and practical; when the social and economic level reaches a certain level, consumers will put forward higher requirements for goods. Contains more psychological, spiritual and cultural needs than practical. Maslow proposed a hierarchy of needs and revealed the essence of humanistic design.
After the end of the Second World War, the world economy was in a period of recovery, and there was a lack of material and the people were not living. Affected by modernist style, packaging design follows the principles of simplicity, economy, and practicality, and basically meets people's physiological needs. In the 50s, developed countries such as Europe and the United States successively appeared supermarkets. The entire sales behavior evolved from the traditional sales model to self-selection, and the package became a silent salesperson. In addition, various new types of packaging materials have been developed and put into production. The economy continued to develop rapidly in the 1960s and 1970s. Mass production of products and social wealth began to increase. Many countries entered the affluent society. Affected by the design concepts of the United States and Germany, the internationalist style has swept the world and dominated the world. In terms of packaging design, products are monotonous, indifferent, and stereotyped, ignoring the attention to design diversity and humanity. Lack of consideration of design and human psychology. In the 1980s and 1990s, the rapid development of high technology, the material wealth of society was greatly enriched, and people's aesthetic ideas and values â€‹â€‹have undergone profound changes. It is required that packaging design should adapt to different levels of consumers with a variety of features. Expected goods contain more humane care.
Designers' concern for the living environment of humans
When people revel in the technological achievements brought about by the industrial revolution for the packaging industry, environmental pollution has quietly entered us. People are beginning to realize the pollution caused by various packaging wastes to the atmosphere, water, and soil. In this situation, the concept of protecting the ecological environment and advocating green packaging design began to spread. The designers are committed to the harmonious unity of people and the natural environment, and pay attention to humanized design and environmental awareness. To make packaging products from the selection of raw materials, production and manufacturing, and then to the use and recycling of products, each link must be closely linked to sources, efficient and harmless. The development, development and selection of green packaging materials is the first step towards green packaging. Paper, wood, bamboo, hemp and other natural materials, light and elegant color, with natural material beauty. Using them as packaging materials can give packaging works vitality and bring people closer to nature. For example, the traditional rice wine packaging design of Japan, the designer has originality, and fully considers people's natural and anti-reflection psychological feelings. The natural hemp fabric is wrapped outside the pottery and then tied with straw ropes. This will not only achieve good visual effects, but also reflect the cultural connotation of green packaging design. The fresh and simple style of the work can better convey the product's 100-year history, long-standing characteristics and humanized design concepts.
At present, developed countries in the world are making greater efforts to develop biodegradable packaging materials. They not only have the functions and characteristics of traditional natural materials, but also meet people's higher living standards. Foreign designers use waste paper as raw materials to make packaging containers. This recycled material adds the seeds of trees during the manufacturing process. After the containers are discarded, they can be biodegraded in the natural environment. The seeds inside also have the opportunity to take root and germinate in the soil. Here the designer always pays attention to social environmental issues and has a sacred sense of social responsibility. Actively promote the harmony between man and the natural environment.
Humanized design is more in pursuit of the aesthetic and interest of the product
With the improvement of living standards, people's concept of consumption is gradually changing. Consumers must not only obtain material enjoyment but also obtain a spiritual satisfaction. Therefore, packaging design must constantly seek new changes. With novel and unique design, it attracts the attention of consumers and satisfies modern people's pursuit of a relaxed and pleasing consumer psychology. For example, in fruit packaging, consumers are given new features such as fresh eating and less quantity. Some distributors package different types of fruit with different colors. Round green apples, meniscus yellow bananas, purple grapes, orange kumquats, etc., are placed in a transparent box. Colorful and varied seasonal fruits on the supermarket shelves are pleasing to the eye and can attract people's attention. Consumers are willing to accept such multi-flavored, multi-variety packs.
POP packaging has been increasingly favored by consumers in recent years. It has a variety of appearance changes, strong three-dimensional effect, excellent visual effects and self-promotion. POP packaging has changed the rigid, monotonous display style of past carton packaging. In some children's products packaging, designers use the imagination to make a big issue on the lid. The use of cartoon image design. By folding, the lid is raised. The decoration is vivid and lively. It is full of interest and attraction for children. In the design process, designers integrate the knowledge, interest and decoration organically so that children can increase their knowledge and cultivate their sentiments in the process of purchasing goods.
Humanized design meets people's higher level needs
In today's increasingly fierce market competition, consumers demand that goods not only have multiple functions, be portable, adapt to various consumer groups, but also reflect more humanistic care in design. Really achieve the harmonious unity of people and things. Through the development and exploration of packaging functions, designers inject humanistic design elements into the perfect product, making people feel intimate and warm. The entire design process emphasizes emotional communication and communication with consumers. Everywhere reflects the care of consumers. "Designing for People" is no longer an empty slogan, but is deeply rooted in the designer's heart.
Now it's fashionable to go on vacation. The designer has made careful and detailed designs in order to adapt to the use environment, and developed the technology of automatic heating or cooling in a short time, which provides great convenience for the traveler. Japan's Nisshin Co., Ltd. developed a self-heating, convenient can, using the principle of metal oxidation, which enables automatic heating of the food in the tank. American self-cooled beverages contain compressed CO2 small containers in the canister. When they are opened, they rapidly expand in volume, allowing the temperature of the beverage to drop to the desired temperature within 9 seconds, allowing consumers to drink cool, tasty food anywhere in the outdoors. Drinks. Adds romance to the life in the wild. Let people feel the love of high-tech products to people while enjoying the natural scenery. Humanized design gives people a healthier lifestyle.
Designers also conduct research and discussion on how to make products more personalized and suitable for human proportions. We are all familiar with Coca-Cola beverages, and designers are constantly improving and perfecting the bottle shape. The current bottle body adopts a smooth live wave curve. The raised lines with uniform surface distribution can not only improve the strength of the bottle body, increase the friction force, make the hand-held product not easy to slide off, but also increase the three-dimensional sense and layering of the bottle body, and play a decorative and beautifying effect. The graceful curve shape is very suitable for people to feel with one hand. Reached the form and function; the perfect combination of form and art. Become a successful model in the world of packaging design. It is loved by people all over the world.
In short, in the packaging design process, designers always implement the people-oriented design concept and show respect and concern for people. Humanized design is a cutting-edge trend and trend that requires designers to seriously study and discuss.
Department of Printing and Packaging of Dalian Light Industry College Xu Xiaoling
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