The function and education of packaging design of

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Function and education of product packaging design Abstract: product packaging design plays a key role in the process of industrial modernization all over the world. The art school of Shanghai University of engineering and technology made use of the surrounding conditions to strengthen the comparison of Chinese and foreign teaching modes and establish an off campus production, learning and research base. Combine product packaging design with science, engineering technology and marketing, so as to cultivate students' creative consciousness and innovative ability. Key words: product packaging design business economy education

product packaging design spans the two fields of industrial design and visual communication in modern art design. It has the most direct relationship with commodities. The level of its design display is closely related to the scale of manufacturing development and the growth level of commodity economy. It can be said that modern manufacturing industry and market gave birth to the discipline of product packaging design, which in turn promoted the healthy and rapid development of manufacturing industry and market

product and packaging design plays a key role in the process of industrial modernization all over the world. In 1851, at the world exposition held at the famous "Crystal Palace" in London, British industrial products were given a cold shoulder. After comparison, the British found that the poor packaging of their products affected their competitiveness. "The reason is that the pictures are backward." later, they "looked forward to self-examination". They made pictures a compulsory course for citizens, and after struggling to catch up, Finally, they came from behind and laid a solid industrial economic foundation for creating a brilliant "sun never sets Empire". The experience of France is basically the same. Its trend tends to be pure art, but it has not only made Paris a romantic world art center, but also led to the prosperity of the manufacturing industry

although it is late for the United States and Japan to use art and artistic design to revitalize the development of science and technology and promote the prosperity of manufacturing industry, the deep degree of attention, the rigorous implementation measures and the huge achievements are far more than those of Europe's established empires. During World War II, the United States spared no expense to introduce a large number of famous European artists, making New York replace Paris as the world art center. The United States also first listed art education as one of the six compulsory courses to improve the comprehensive quality of art and art of all citizens. Japan should be the first country to create the world economic myth by art and design. Before the early 1970s, "made in Japan" was almost synonymous with low-value and low-quality products in the world's commodity market, but it was Japan that gradually changed this view by using the comprehensive means of art design and scientific and technological innovation. In the middle and late 1970s, "made in Japan" has been widely recognized internationally for its beautiful appearance, economy and practicality, and excellent technology, and has become a synonym for excellent products. After Japanese industrial products gained a firm foothold in the world in the 1980s, they paid more attention to the role of science and technology and artistic design. From the 1970s to 1980s, they proposed the national policy of revitalizing industry by artistic design. This era is internationally known as the era when the world entered Japanese design. The Japanese permeate the concept of design into every cell of life, and everything they do is carefully designed and artistically constructed as a professional company of extrusion technology. Relying on this design concept, the Japanese have created a broad market with high added value and best-selling for their manufacturing industry with multifunctional products and favorite fashion packaging. At present, Japan's packaging industry is large-scale, and has formed one of the pillar industries of the Japanese economy. The author was invited to Tokyo to attend the 8th Asian APD 2004 packaging design exhibition art exchange in early October 2004. Within a week, he visited many packaging professional exhibitions, such as Tokyo International Packaging Exhibition, Tokyo Art Design Week exhibition, zishengtang packaging review exhibition, Panasonic packaging new technology exhibition, etc. This shows the importance Japan attaches to packaging design. The art of packaging design not only integrates international cultural factors, but also maintains local traditional characteristics. The packaging design is standardized, the products are precise and beautiful, and the humanization is highlighted in terms of safety and convenience. Traditional packaging materials have been further optimized in performance and appearance, and breakthroughs have been made in the development of new materials. Many new materials have entered the use stage. The variety of packaging machinery is very complete, and its functions have been further developed, highlighting the characteristics of high technology and specialization


China's manufacturing industry has developed greatly since the 1980s. At present, its production volume has accounted for 30% of the world, and it is called an international factory. However, product packaging design and its industry are far from keeping up with the pace of manufacturing. There is no Chinese brand in the top 200 world brands selected by BusinessWeek in 2002. Many enterprise bosses do not realize the importance of design to enterprise development. In the early 1990s, Shanghai Industrial Design Company produced all kinds of testing mechanics testing machines all year round. A survey of the internal and external environment research group showed that among the leaders of industrial and mining enterprises in China, the most developed region of manufacturing industry, they did not know what industrial design was, accounting for more than 80%. The reasons for this situation are various, The most important point is that China's art design education is backward

China's modern art and design education started late. In 1956, China established the Central Academy of Arts and crafts, which was born of the Central Academy of Arts. The teaching system has a strong color of art education for a long time. Compared with countries with developed art and design, it shows that it pays more attention to artistry than practicality; Emphasizing culture and neglecting craftsmanship; Emphasizing technology and neglecting design; Emphasizing classroom teaching and neglecting practical links, disconnected from enterprises, ignoring market orientation, the school is too small and completely enclosed in the high-rise of the ivory tower. After entering the 1990s, with the deepening of reform, art design education has further developed. Among the 1041 ordinary colleges and universities in the country, more than half of the departments offer art design majors. In addition, most of the hundreds of private colleges and universities have art design majors, so there should be more than 700 higher education institutions of art design at present. The overall school running quality caused by the mass rush is not optimistic. Most colleges and universities lack specialized teachers, and the school running equipment is poor. Moreover, at present, many enterprise leaders have weak awareness of intellectual property rights, are reluctant to invest in original product packaging design, and have no enthusiasm for cooperation with relevant majors in Colleges and universities. Various factors cause the proportion of traditional art courses, professional basic courses and theoretical courses in the curriculum structure of this major to be too large, while there are too few practical courses combined with market enterprises, lack of modern means, decoupling education from social economy, and the talents cultivated have no creativity and innovative thinking. This phenomenon generally exists in Colleges and universities in underdeveloped areas with poor teachers and experimental equipment, especially many private colleges and universities

it is urgent to solve the problems existing in art design education in China. Educational experts have put forward many plans, focusing on changing the past teaching system with art characteristic imitation training as the core, and introducing international advanced teaching models; Rebuild the teaching staff and make revolutionary changes in Teachers' educational ideas and knowledge structure; Through the means of enrollment examination, improve the quality of students and so on. These plans are all to the point, but there are great difficulties in implementing them. Countries with advanced higher education level in art design pay more attention to the knowledge and method education of innovative design thinking and the hands-on practical training of creative ability. For example, the professional courses of product packaging design in a foreign art college are as follows: the scheme planning and plan formulation of a product are carried out in the classroom on the eighth floor; Draw up several modeling schemes in the design room on the seventh floor by hand drawing multiple sketches; Finish the effect drawing and process drawing by computer on the sixth floor, and determine to use material 5. Fabric tear test material; Complete the products in the product manufacturing factory on the fifth floor; Complete printing and molding in the printing Experimental Factory on the third and fourth floors; Complete the product packaging on the second floor to turn the design into a commodity; In the supermarket on the ground floor, the commodity attributes, popularity index and market economic value of the designed products are tested to determine the quality and order of each course assignment. Art design is completely different from the function of pure art. Product packaging design pays more attention to practicality, and the goal of talent training has the same direction of vocational education. This educational model is very effective for the cultivation of applied innovative thinking and creative ability, but it requires investment in relatively large-scale funds and equipment, the establishment of a direct path between the classroom and the market, the organic combination of schools and business places, and the cultivation of consumer groups who love fashion experimental goods. These are quite difficult. As for every art higher education unit in China, it is more difficult to recruit high-quality students with a combination of liberal arts, science and art in a short period of time because they can be equipped with professional teachers according to the course structure of the discipline. Especially after China's entry into wro, the "made in China" goods without intellectual property protection will be more hindered in international sales activities. Data shows that dairy products made in China were destroyed in large quantities in Germany in 2004 because of the suspected imitation of international brands in container shape and packaging. Therefore, the urgency of cultivating creative, innovative and applied design talents cannot tolerate the slow reform of higher art education units. Colleges and universities should take advantage of the surrounding conditions of the school and adopt characteristic ways to strengthen the training. For example, the Shanghai Municipal Education Commission, which is set up in the school of art and design of Shanghai University of engineering and technology, focuses on the cultivation of the discipline "public art - product packaging design". Taking advantage of the conditions such as the developed manufacturing industry in the region, frequent Sino foreign exchanges, the close connection between the engineering discipline and the art discipline in the school, and the convenient curriculum reform, it has established an industry university research base, and worked together with the industry association to create a distinctive way to cultivate applied innovative talents, And produced good results

in recent years, the discipline has sent backbone teachers to art and design colleges and universities in the United States, Europe, Japan and South Korea for visits, academic research and master's degrees, which not only updated the school running concept and clarified the school running ideas, but also enhanced professional ability and improved the overall connotation of the teaching team. At the same time, dozens of well-known foreign art and design educators were invited to hold academic lectures to demonstrate the design process, especially in the form of Sino foreign cooperation in running schools. Foreign famous design experts were invited to serve as undergraduate teaching, so that classroom teaching was truly in line with international standards. Taking advantage of the characteristics of the overall engineering discipline of the University, the discipline is allied with engineering, materials and other disciplines in the University, and highly integrated with advertising, photography, exhibition, multimedia, environmental art and other disciplines in the hospital, learning from each other's strong points to complement each other's weak points, creating the concept of University Science, strengthening the foundation of the discipline, broadening the thinking of design creation, and enriching the means of design expression. On the basis of gradually increasing the classroom experimental equipment of the discipline, we have established the relationship of production, learning and research with the enterprises and companies related to the discipline, and used the entrusted projects to open up the channel connecting the market. This action not only complements the lack of equipment in the hospital, but also makes classroom teaching more close to the actual production

the discipline also uses various competitions and exhibition activities to display teaching assignments as an important way to stimulate innovative education and a means to test the teaching effect. Participating in competitions and exhibitions is the most effective way to cultivate creative thinking and innovative ability. Because every work appearing in the exhibition must be suitable for the plane tensile strength, static bending strength and elastic modulus, screw holding force and internal bonding strength of fiberboard, particleboard, plywood, blockboard and other man-made boards

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