Packaging culture is generally defined as the combination of culture and commodity packaging, and the general term for the material and spiritual achievements embodied in the packaging activities of commodities includes commodity trademarks, packaging technology, packaging ethics, packaging management, and packaging and decoration. Packaging process and packaging material products, etc. Packaging culture, in a certain sense, is the human packaging economic activity and its result. Therefore, we should begin with the creation of the practice and packaging culture, and combine its implications for research.
First, the isomorphism of packaging practice and culture There is an isomorphism relationship between social packaging practice and social culture. The social and economic practice manifested in human beings is the source of the packaging practice and packaging culture. Once the packaging culture is produced, it will greatly influence and counteract social and economic practices. In the beginning, ancient humans, like today's monkeys, were the same as the monkeys in the valley. One was lost and one was lost. “Hungry takes it, and satisfies it.” It does not know how to collect it. Afterwards, ancient humans knew that they would cherish the remaining physical objects that were not consumed. Therefore, there was a purposeful transformation of natural objects for preservation and storage of unfinished labor products, such as the use of lotus leaves and other existing plant leaves as packaging materials. Wrap up the remaining items, and then develop the bamboo as a tube, or use the vines and branches of the plant to compile containers, baskets, baskets, and baskets, and then burn the pottery with fire to make metal and glass containers. All show the isomorphism between packaging practice and packaging culture that comes with the development of social and economic practices.
The commodity packaging under the conditions of market economy is not only a product of the progress and development of social material civilization, but also a result of the progress and development of social spiritual civilization. Commodity packaging has rich cultural implications. Optimizing commodity packaging is not only the need to protect commodities, facilitate storage and transportation, promote sales, and facilitate consumption, but also the need for spiritual civilization construction of cultural construction.
Second, the culture of commodity packaging contains the cultural implications of commodity packaging refers to the results of the development of spiritual life created by humans through the packaging of goods and the progressive state of spiritual production. It is the sum of the contents of ideas, technology, morality, law, and artistic content that are expressed and reflected through the packaging of goods. Below, the test will be divided as follows:
1, the idea of ​​product packaging contains, mainly reflected in the trademark.
Trademark design is a practical arts and crafts, it involves all areas of politics, economy and art, and the ideology is strong and has a good moral meaning is the soul of the trademark. Ancient and modern Chinese and foreign, thought-meaning good trademark, not only can create a good image for enterprises and commodities, but also can be loved by consumers, and give consumers ideological incentives, play a good propaganda effect. For example, in the period of the War of Resistance against Japan, in order to resist the imperialist economic aggression and economic plunder and destruction of China, the Shanghai Huasheng Electric Fan Factory named the electric fan produced by itself as the “Chinese Master”. "Watson" means "for the survival of the Chinese nation." A trademark has important propaganda significance for arousing the people and inspiring the people to fight against imperialism. Some of the goods were originally dull, with thousands of similar products and numerous listings. However, due to its use of trademarks that can stimulate people's sentimentalism, they have achieved good promotional effects. A high-quality liquor produced by a winery in Qufu, Shandong Province, with the brand name “Confucian House Wine”. "Confucius House wine, let people homesick." Confucius, which was more than 2,000 years ago, is a world cultural celebrity and an outstanding thinker, educator, and politician of the Chinese nation. "Drinking Confucius House Wine", cherishing the pioneer of this great national cultural thought, is a form of sustenance and patriotism. Therefore, in recent years, the “Confucius House Wine” has not only been welcomed by consumers in China, but also has seen a significant increase in sales. Moreover, Chinese and overseas Chinese all over the world also love it and ranks first in the country for export volume. There are also some trademarks, meaning far-reaching, punish, can arouse the beautiful association of consumers, thus generating the purchase demand, which is embodied in the spiritual civilization contained in the packaging of goods. For example, the Chinese-Italian brand refrigerator not only shows that the product was produced by China and Italy in cooperation, but also praised the excellent quality of refrigerators. Ensure consumer satisfaction. This trademark is very appropriate, intriguing, and exciting. It is also full of spiritual civilization.
2. The technology of commodity packaging implies the technological implications of commodity packaging, which means that commodity packaging should be better integrated with science and technology. While the world packaging industry is moving toward high technology, new materials, low cost, high quality, specialization, and collectivization, China's commodity packaging must vigorously carry out technological innovation activities. That is, product packaging should be market-oriented, aiming at improving the market competitiveness of commodities, developing marketable package goods, increasing the technological content of commodity packaging, reducing the consumption of packaging materials, improving the performance of commodity packaging, and improving the packaging of goods. Quality, reduce the pollution of commodity packaging to the environment. The science and technology implications of commodity packaging as a manifestation of spiritual civilization should include the following:
1 The packaging equipment develops in the direction of electromechanical, intelligent and automatic control. Focusing on the urgently needed complete sets of technical equipment in the packaging industry, taking microelectronics and computer technology as the guide, introducing new technologies, enhancing independent development capabilities, promoting the combination of mechanical and electronic technologies, and actively promoting the integration of mechanical and electrical integration of packaging equipment.
2 Packaging materials are developing toward energy saving, low consumption, pollution prevention, and high functionality. Develop packaging materials with high barrier, high and low temperature resistance, and high strength to meet the special requirements of different products for packaging. The focus is on the development of new packaging materials, especially alternatives to imported materials.
Reduce the difference between the processing of the packaged goods and the imbalance in the supply of raw materials. The use of paper, plastics, glass, and metal as basic materials requires the development of multiple types of single-substrate materials, and the development of composite materials for a variety of substrates, so that packaging materials can be used in an efficient and efficient manner. .
3 The development of packaged goods in the direction of green packaging technology. Green packaging that is pollution-free packaging refers to non-polluting, recyclable or recyclable packaging materials and packaging products. The implementation of the green packaging project is to use high-performance green packaging materials to replace packaging materials that cause environmental pollution, reduce packaging, and use advanced packaging technologies to increase the reuse rate of packaging and the recycling efficiency of packaging materials. This will not only save energy and resources, but also protect the environment. These are the basic manifestations of the science and technology implications of commodity packaging as a spiritual civilization.