Folk art belongs to one of the traditional Chinese civilizations, which embodies the wisdom and crystallization of many people. After years of sedimentation, it has become a part of China's civilization. Strengthening the importance of product packaging planning and paying attention to the application of ethnic elements in product packaging planning can ensure the nationalization of packaging planning and widely convey folk art. This article is the author's research on the important value of folk art in packaging planning, as well as the precautions to be taken when integrating folk art into the packaging planning process, to ensure the improvement of product packaging planning.
1、 The necessity of incorporating folk art elements into packaging planning
Folk art belongs to one of the representatives of traditional civilization, representing the search of the ancestors of the Chinese people and their yearning for a better life. Traditional folk art mainly includes folk painting skills, folk sculpture skills, embroidery skills, Paper Cuttings art and clothing art. In addition, it also includes toy planning, home planning, etc. The specific forms of folk art are diverse, and now the above forms of folk art have become national civilization. Some forms of folk art have been included in the national intangible civilization protection team, which shows the value of folk art civilization. In recent years, people's consumption demand has gradually increased, with higher requirements for product packaging. The participation of folk art in packaging planning can elevate the level of packaging and enable more people to understand China's folk civilization. It not only satisfies people's consumption needs for promotion, but also conforms to public aesthetics, ensuring that folk art civilization is effectively promoted.
2、 Research on the Application of Folk Art in Packaging Planning
1. Clear packaging planning policy audience
The packaging planning of the product should use folk art drawings to meet the needs of customers based on their age, class, and level of civilization. Generally speaking, older people are more likely to accept the essence of traditional folk art. Some young customers, on the other hand, place increasing emphasis on the fashionable packaging of their products, making it relatively difficult to understand the conservative elements in traditional folk art. Therefore, packaging planners should pay attention to the techniques of using folk art when planning products. Regarding the use of traditional folk art related paintings by the elderly population. Young customers, on the other hand, need to innovate in folk art and be able to appropriately handle folk art, such as deformation, simplification, and other related artistic treatments. It should be noted that in the planning of art picture packaging, the original artistic characteristics of folk art should be maintained to prevent affecting the civilized value of folk art, and to prevent certain misunderstandings about folk art among some personnel when conveying folk art. The product planning of young collectives, with a sense of fashion reflected in the scientific processing of folk art drawings, can satisfy the planning needs of different collectives for packaging products. It can be seen that when planning packaging products, it is necessary to consider the different needs of customers and enhance the role of packaging planning based on one's own understanding of folk art.
2. Grasp the color knowledge of folk art
The integration of folk art elements in packaging planning requires planners to deeply explore their planning intentions, clarify their intended roles and emotions, and combine different elements of packaging planning to express the author's own emotions. The richer the expression of color in folk art packaging products, the more emotional experiences it brings to people, and the relative value of folk art products will also increase. Visible colors have a certain connection with emotional expression. In the application of colors in folk art products, color tone is a central form of expression, and it is also the center that establishes the emotional tone of folk art products. The packaging planning of folk art has a great influence, and it can also greatly render folk art. Strengthening the application of color tones in folk art packaging products can deepen the audience's understanding of the charm of the product, thereby resonating with connoisseurs. Therefore, before planning the packaging of folk art products, packaging planners should confirm the color tone, clarify the main color tone of the product, which belongs to the key of folk art product packaging planning, and express the author's own emotions through the main color tone. By confirming the main color tone, the basic emotional tone of the entire folk art product can be ensured. In packaging planning, the main color tone should be effectively used with other colors to express the emotional elements of packaging planners.
People's intuitive psychological feelings about the outside world are emotions, and folk art products belong to the real reproduction of the inner world of packaging planners. In order to better meet the needs of viewers, modern folk art products should explore the value of folk art products, strengthen packaging planning, and seek their own forms of expression. In folk art products, colors can be used to express one's emotions, and viewers can directly experience the real thoughts of packaging planners through the use of colors in the product. When planning product packaging, it is necessary to consider the use of colors, connect oneself with the viewer's mind, and achieve the policy of emotional communication between packaging planners and viewers. Color, as a key expression technique in folk art, serves to express emotions. It can be seen that the use of color and emotional expression in folk art complement each other. Combining these two can greatly enhance the charm of folk art products and also satisfy people's needs for folk art products.
3. Clear packaging planning concept
In the packaging planning of modern products, to concentrate the expression of civilized concepts, it is necessary to understand national civilization and also clarify the psychological commonalities of customers. In the process of product packaging planning, planners need to consider the relevant knowledge of living environment and national art civilization concept, and express it in their own product packaging. In a strict sense, packaging planning itself is an artistic product, a concentrated expression of the thinking and talent of planners. Regardless of the type of packaging product, it cannot be separated from the national art civilization and the historical background at that time fundamentally. In the planning process, planners should be based on the concept of civilized planning. Strengthen the packaging and planning of products, so as to express product information and create a certain stimulating effect on customers, establish close connections between products and customers, and promote the exchange and exchange of national art and civilization. Packaging planning has the same characteristics as industrial product planning, and can be approached from both functional and rational aspects. The function of packaging is an essential characteristic of planning. It takes into account the dynamic, random, and situational usage characteristics of customers in the complex context of item use, and ensures the completion of basic functional characteristics. Reasonableness should pay attention to the emotional experience of packaging, which brings unique, intimate, and humorous feelings, prompting them to stimulate purchasing hope in the presence of needs. Many planning elements in folk art can reach the customer's intention. For example, bamboo tube wine utilizes natural bamboo materials, giving people the experience of returning to natural, green and environmentally friendly packaging. For example, Tan Baorong's plan for "Face Changing King Wine" primarily combines text and facial makeup civilization in folk art civilization, using it as an advertisement for wine. From the vivid packaging planning and color matching, it expresses the concept of civilization, demonstrating the value of folk art in product packaging planning.
4. Strengthen the application of folk art drawings
In the packaging planning of products, folk art related drawings can be used, and art drawings represent the positioning and function of the product. After sorting and summarizing, the planners found that most product packaging may only have pictures and no other carriers such as fonts. It can be seen that sometimes a painting can illustrate the intention of product packaging planning. At present, many product packaging planners often do not examine the functionality of the product itself when conducting packaging planning, and randomly use artistic drawings, resulting in the inability to express the functionality of the product through packaging planning. For merchants, establishing their brand will increase certain difficulties. Therefore, attention should be paid to the planning of folk art drawings to ensure the scientific nature of packaging planning. We should also explore the inherent nature of the product and use it as a reference for packaging planning to ensure innovation in product packaging planning. In addition, packaging planning should also clarify the basic characteristics of folk art civilization, demonstrate the obvious artistic features of product planning, and ensure that the intrinsic essence of the product can be effectively conveyed. For example, the "zigzag pattern", "crescent pattern" and "ten thousand character pattern" in the folk Paper Cuttings pictures have unique visual symbols, while the "lotus pattern" and "pomegranate pattern" in the traditional patterns are endowed with special symbolic meanings. When used in the packaging of travel products and civilized products, they have both traditional meanings and can interpret the product itself. The artistic value of these folk art pictures will still be recognized by today's customers.
