Spring Festival food packaging design culture color

The annual Spring Festival in China is the most solemn and most popular traditional festival in China. The Spring Festival condenses many splendid historical cultures in China. The progress of the times has made the food packaging design of the Spring Festival an important part of the traditional culture of the Spring Festival. People regard the Spring Festival food packaging as a combination of product and culture, continuously improve its taste, and continue to be filled with new ideas by packaging designers. This is like a farmer who has been farming for generations. Once it develops into a rich man or a gentry, he will certainly want to hire the children of a scholarly concubine. Therefore, new packaging design concepts are constantly emerging. As a major part of packaging design, color culture is also undergoing changes. From the original Spring Festival market to a red one, to the present, these changes are people constantly researching Chinese traditional culture, and constantly pay attention to the latest packaging design in the world. What is created by the dynamics is the real "for the use of the foreign, ancient for the present." Abacus of Chinese culture was tossed, creating a truly Chinese-style traditional packaging design fashion.

To do good food packaging design for the Spring Festival, we must first understand the culture of the Spring Festival. The Spring Festival, China's most characteristic traditional festival, always exudes a strong festive atmosphere. The Spring Festival can make families reunite, enjoy food and wine, renew the old, sing and dance, and enjoy the carnival. There are many traditional foods for the Spring Festival, such as rice cakes, dumplings and all kinds of sugar are essential for Chinese people every year. Because they have been given a good auspicious meaning, the rice cake symbolizes "high in year after year, step by step"; sugar indicates that the family "harmony with the United States and the United States, sweet honey." Due to the lack of cultural excavation in the past, we did not pay much attention to packaging design, and there were almost no packages other than basic protection measures. The color of the packaging is mainly reflected in the traditional festive red and yellow colors, and the colors are in a common atmosphere during a certain period of time.

Color is the most sensitive factor in visual performance. Different colors have different cultural connotations. The color processing in the food packaging design of Spring Festival occupies a very important position. In our country, people like auspiciousness and celebration. Since ancient times, people have a soft spot for red, red is the most irritating and easy to attract people's attention. His symbolic significance for people's emotions is sweet, rich, happy, nutritious, positive, dynamic, Joy, enthusiasm, excitement, etc. Therefore, as large as the National Day, the Spring Festival, as well as personal weddings, birthdays, etc., are all rendered in red, and some people have described China as “Red China.” Another traditional yellow color is the brightest color. It is the special color of the feudal emperors of our country. It symbolizes sacred, solemn and authoritative. He represents the center and uses it for food color. It gives people a feeling of abundance, sweetness and crispyness. A color that can cause appetite. In the traditional festive atmosphere of the Spring Festival, red lanterns, couplets, red envelopes, New Year pictures, and architecture are all symbols of Chinese people's festive celebration. Therefore, red and yellow represent almost all the colors of food packaging on the Spring Festival market over a period of time.

In recent years, the color of food packaging in the Spring Festival has changed, and the packaging colors of some high-end foods have become increasingly elegant and natural. Other packaging colors are not as monotonous as ever, and these changes are based on people’s culture. Increased levels, changes in different psychological and emotional factors. Because modern people are no longer like before, but more need to satisfy themselves and seek humanity. The jubilation does not necessarily have to be red across the country. People often say that red, orange, yellow, green, blue, blue, and purple colors are similar to the seven notes of 1-2-3-4-5-6-7 in the notes. Can play a wonderful movement to transform endlessly. As long as we understand the basic characteristics of color, we have studied the characteristics of food itself, and we have grasped the consumer's psychology. If we know the culture of Chinese traditional festivals during the Spring Festival, we can skillfully apply the color “seven notes”. Different colors contain different meanings and represent different cultures. Therefore, different people, due to different ages and genders, different cultural backgrounds, different religious beliefs, and different regions, have caused people's different sensitivity to the color of the Spring Festival food packaging. The psychological mood of the human beings in the colors, the desire to purchase from the left and the right, and the satisfaction of the different needs of different people meet the market. This change will continue in the future. The color of “look at the colors from afar” has a pioneering effect, and people’s first impression of the products is also derived from the color of the packaging. Therefore, the use of color is crucial for packaging design. Although the color of food packaging for the Spring Festival was previously in a red environment, it is only in the pursuit of new innovative ideas that it can meet future market demands. According to our market research, it is found that there are several human factors influencing people's different color concepts.

1. Age and gender factors cause people's different needs for the color of Spring Festival food packaging

Spring Festival food packaging color should have gender, age, according to the positioning of food design and food

The object of sale is to choose the color. In general, during the Chinese New Year, children prefer the most vivid colors, because children love life, only colorful food packaging can stimulate their appetite, while young people like bright and warm colors, older people tend to flat colors, Because they have lost their passion for the Chinese New Year, and have been pursuing stability and stability, the average woman is still interested in the bright colors of food packaging.

2. Cultural and Geographical Factors Inspire Different People's Needs for Spring Festival Food Packaging Colors

Different nationalities, the Spring Festival's customs and habits are different, hobbies, taboos are different, the level of education, different levels of culture, the color of the Spring Festival food packaging preferences are certainly not the same, including geographical factors also account for the main aspects. Some people think that the level of culture is directly proportional to the color of love. In the Loess Plateau and the Yunnan-Guizhou Plateau, some ethnic minorities or people in remote mountainous areas like some of the most vivid colors, such as Dahong Da Lu. They are in harmony with the background of their daily life, which is very desolated, and the plateaus and mountains that they live in. They are also their tenacity and their vitality. The love of life is revealed on the outside, so the colors needed to make them exciting during the Spring Festival. For cities with a slightly higher degree of modern civilization, people are immersed in a busy and noisy environment. In the Spring Festival, they may only think of it as a seven-day holiday. What they need is to release their nervous nerves, so they prefer those elegant, fresh, and bright colors. Packaging designers have seized this consumer demand, so now the color of food packaging in the Spring Festival has gradually differentiated, which is caused by different living environments. China's differentiation between the South and the North also exists. The northerners are enthusiastic and unrestrained and have a rough temperament. Compared with the small family of Jade Jiayu and quiet water village life in the south, their favorite colors are more intense. The traditional Chinese New Year traditions preserved by the northerners are much greater than those of the southerners. The color of food packaging on the shelves of the Chinese New Year at the Chinese New Year was much warmer than the packaging colors of the South. These are different cultural, environmental and geographical causes of people's different demands for food packaging in the Spring Festival.

3. Differences in Career and Personality Lead to Different Requirements for Spring Festival Food Packaging

The color of the Spring Festival food packaging also has a certain relationship with the consumer's occupation and personality. Different consumers have different aesthetic requirements for the food packaging color of the Spring Festival. The psychology of consumers engaged in literary and artistic work is seeking new differences and catching up with the trend. The Spring Festival requires that the color of food packaging be the same as shopping in peacetime. It is necessary to “get pleasing” and to “get pleasing”, paying particular attention to the beauty of color and beauty of packaging. The decorator is beautiful; while the teacher is a teacher, the aesthetic psychology pays attention to prudentness, pays attention to practical beauty, tends to be conservative, pursues simple, quiet, elegant, subtle colors, does not seek overly bright colors, to reflect its knowledge and conservation status. Therefore, the Spring Festival to send someone else's gifts, but also according to each other's professional and character may be. These are all considered from the perspective of humanity.

Because of the continuous deepening of human nature, many different consumer appeals have been generated. The trend of food packaging in the Spring Festival is individualized and inevitable. The theme of our graduation project is the packaging design of the “Little Suzhou” traditional festival food. The traditional foods made by Nanjing Xiaosu Food Co., Ltd. are mainly some Soviet-style pastry series. Suzhou is a typical southern water city, which has rich geographical and cultural characteristics. Therefore, the festival food packaging color of small Suzhou should be determined according to the festival atmosphere and characteristics of Jiangnan Water Village. People in the water town like a quiet, peaceful life, so the colors of the festival are not as loud as northerners. Although the Chinese New Year is all New Year's, the manner in which people in the South Water Village express their festive atmosphere is more subtle, fully embodying the soft feelings of the Southerners. Suzhou is an ancient city of culture, so Suzhou people also attach great importance to cultural performance. Taking into account the influence of these geographical and cultural conditions on people's appeal, Suzhou people should like some light-colored packaging designs during the Chinese New Year to reflect their calm and subtle features, so as to show their feelings of being full of emotions. Our food packaging design for a group of small Suzhou traditional festivals that we graduated from this year has adopted fresh and elegant colors as a whole, and has used the expression of Chinese traditional Chinese ink paintings. It not only reflects the characteristics of Suzhou’s misty rainy waters, but also reflects the richness and longevity of Suzhou. The history and culture of the atmosphere. Our “Su Shi Nan Tang” packaging design for the Spring Festival in our graduation design uses this technique of expression, reveals a little bit of bright colors in the elegant and quiet, and shows the unique drops of the people in the festival. The style of this design is entirely from the geographical and cultural characteristics of Suzhou.

The society is changing, the civilization is changing, and people's ideas are also changing. This kind of change is natural. It is a kind of sublimation that people inherit tradition and propagate culture, a kind of modern people's sublimation of traditional concepts. We chose the color of the most suitable package and designed a welcome Spring Festival food packaging for consumers to add to it. Satisfy consumers' tangible goods and bring them good intangible services.

[Related Links] Liu Lei Personal Profile

Liu Lei, male, born in 1967, is currently working as Deputy General Manager and Design Director of Jiangsu Zhongshan Advertising Co., Ltd. He has been engaged in arts and crafts design work for more than 20 years, and has won the top ten advanced workers in the packaging printing industry in Nanjing in 2004. His works won the 2004 China International Commercial Art Design Competition China Silver Award, Jiangsu Regional Special Prize and Gold Award. He is currently a professional A-level qualification certificate for international commercial artist designers. He is also a standing member of the Nanjing Baoxie Design Committee and a visiting professor at Nanjing Zhongshan College.

Source: Yibo.com