V: The combination of modern and traditional technologies
The sign is a kind of symbolic mass communication symbol. It expresses a certain meaning with a refined image, and uses the thinking ability of people's symbol recognition, association, etc. to convey specific information. The function of the sign to convey information is very strong. Under certain conditions, it even exceeds the language text, so it is widely used in various aspects of modern society.
China's traditional graphic art has a long history and has developed into a history of thousands of years. As early as the writing of the text, the ancestors began to use graphics to convey thoughts and communication feelings. The pottery patterns in the Neolithic Age and the rock carvings carved in the cliffs not only recorded the understanding of the ancestors about nature, Hope, but also became the earliest human graphic arts. China’s graphic arts not only originate early but also continue to develop. Although they are fast and slow, they have never been interrupted, such as the sinuous figures on the Shang Dynasty bronze wares; the sinus and plum blossoms in the Spring and Autumn Period, the Warring States period, and the phoenix shapes on the lacquerware of the Han Dynasty. The Tang Dynasty's Bao Xiang pattern and the later appearance of the Jin Wen and so on. Traditional Chinese graphic resources are extremely rich. In their own development and evolution, they have a consistent context and a variety of styles. With their diverse and unified style, they display uniqueness, depth and charm. National traditions and national spirit. These figures have been continuously precipitated, extended, and evolved over time and with the development of history. This has resulted in the formation of a unique Chinese traditional art system that embodies the wisdom of the Chinese nation for thousands of years and also reflects the Chinese nation. The unique artistic spirit.
"Form" generally refers to the appearance and structure of the object represented by the figure. Chinese traditional graphics are rooted in Chinese traditional and regional traditions of traditional art. They have many different places in the modeling of modern graphics. Chinese traditional graphics mainly focus on the integrity and decorativeness of real (or positive) shapes, and pay attention to the echo, comity, and interpenetration relationships between shapes and shapes. The bone type. For example, the Taiji pattern, the most primitive and basic auspicious figure in China composed of black and white two fish-shaped patterns; the upper, lower, left, and right sides formed by the skillful connection of the head, body, hand, and foot of the two dolls. See the four happy figures of the four dolls; the nine-square grid formed by the concept of five elements and five squares, the pattern of rice characters and the fish-shaped characters that are composed of fish-shaped characters and their basic strokes; Chevron etc. The “shape†in traditional graphics is applied to modern logo design. The logo thus designed not only preserves the charm of traditional art, but also has distinctive features of the times, and can fully express the concepts embodied in the logo and personality.
From ancient times to the present, generations of people have repeatedly traced the same figure, not only because of how beautiful its appearance is, but more importantly behind the traditional graphics that we see. There is often more and more auspiciousness. External form is the way in which intrinsic meaning is expressed. It is the externalization and materialization of intrinsic meaning. Therefore, it was originally born from the traditional graphics of people's worship of nature and religion. After the evolution of time, it extended its expectation to “prosperity of life. , Life and prosperity are many beautiful symbolic meanings. For example, the traditional Chinese graphic “disk length†is often used by folks in conjunction with the “Fangsheng†pattern to express the people’s willingness to implement the Four Rings and all of them are bright. The sign of China Unicom’s company is that The shape of the eight-auspicious Buddhism Eight-Auspicious Buddhism "Plate Length" is based on the original meaning of "being long-lasting and unfailing, supporting each other and complementing each other" to extend the implied meaning of Unicom's communications business. The four squares in the logo are all connected in all directions and have all the meanings of everything. Six circles have the same meaning and are smooth everywhere. The ten spaces in the logo are full and perfect. Whether from symmetry or from even numbers, the entire sign is full of auspiciousness that has been circulated in the ancient East. Therefore, the traditional graphic “idea†that has become a common practice and has formed consensus in the hearts of the Chinese people is used in the inherent connotation of the company to which the logo belongs, thereby extending the spirit of the newer and deeper concept, making it more cultural and Sociality, this is also a good way of modern logo design.
"Potential" usually refers to the impetus contained in the figure and the state and atmosphere it expresses. "Potential" can convey the spirit of the entire figure. In the traditional graphic "potential", we must mention in particular the Chinese national quintessence - calligraphy. Calligraphy is inspired by observing the attitudes of all things in nature. It has been developed through ingenuity. After several thousand years of development and evolution, it has formed a variety of different personalities and styles, such as: powerful and bold, realistic and bold; Rigorous; Li dignified quaint; Ruanshu neat and beautiful; Run lively and cheerful, the same veins; cursive flow, flying fast. Calligraphy not only has a structure but also a gesture. The structure is only the basis for calligraphy and calligraphy, and the formation of the calligraphy personality pattern is based on the “potency†of the “pen and intentâ€. The world-renowned Beijing 2008 Olympics logo can be said to be a classic in modern logo design. The overall structure of the logo is also taken from the traditional auspicious pattern “plate lengthâ€, but it is valuable that it does not directly borrow from this traditional shape, but uses the unique “pen and intent†freehand brushwork unique to Chinese calligraphy. It is just right to pass the two trends and images of "Chinese knot" and "athlete", and to express the theme of the logo and convey the wishes of the people.
Six: Laws and regulations
The packaging industry has now become one of the "sunrise industries" in the world economic development. With the advancement of its economic status, the economically developed countries have all attached great importance to the legislation of packaging design and its research work. The United States, the United Kingdom, France, Switzerland, Canada, Japan, etc. have formulated their own packaging laws in accordance with international packaging regulations and standards. They have also set up "packaging regulations" courses in the university's packaging profession, and have enthusiastically discussed the legal issues in packaging design in the media. Promote the healthy development of the packaging industry. However, compared with economically developed countries, China's packaging legal research has lagged behind. At present, there is no complete packaging method in China. The research on packaging design only stays at the technical level, and rarely involves the legal issues in packaging design.
The market economy is the legal economy. After China's accession to the WTO, China's packaging industry will gain greater room for development and face greater challenges. In line with international regulations and standards, the study of legal issues in packaging design will promote the steady and benign integration of China's packaging industry into the international market. The legal issues in packaging design mainly concern legal issues such as trademark rights, patent rights, copyright, the suppression of unfair competition rights, consumer rights protection, environmental protection, and product quality standards.
Specifically, these legal issues include:
1, packaging design and trademark rights. This is the most abundant content of legal issues involved in packaging design. Such as international treaties and extraterritorial laws, customs, commodity decoration, geographical indications, and prohibition of well-known trademarks. The new trademark law has made significant changes to Trips ("Trade-Related Aspects of Intellectual Property Rights Agreement"), such as the addition of three-dimensional trademarks, color combination trademarks, etc., which are worthy of careful consideration and attention from packaging designers.
2, packaging design and design protection. The Paris Convention is a minimum requirement that all member states must protect industrial designs. However, the way in which countries protect industrial designs is not the same, and our country protects designs in the patent law. However, the acquisition of such rights is conditional, and Trips protects this right while also restricting the conditions. Packaging design must involve these legal content.
3, packaging design and copyright. If the packaging design involves art works, it may enter the field of copyright protection, or there may be complex legal relationships between trademark, patent, and copyright overlap protection.
4, packaging design and anti-unfair competition. Commodity packaging and product ontology for sale exist as a product for market exchange. The use of packaging to participate in market competition is a common method of market competition. However, the use of false text descriptions in packaging design, certification marks or production license signs that falsify or fraudulently use quality products will involve the contents of the Anti-Unfair Competition Law.
5, packaging design and protection of consumer rights. Safeguarding consumer rights is the most essential ethical connotation of packaging design. However, increasing the virtual volume inside the packaging, reducing the number of commodities, and packaging design of counterfeit and inferior products are not uncommon in real life. Strengthening the study of consumer rights protection in packaging design is a rational demand of the rule of law society.
6, packaging design and international standards. There is still a certain gap between the international standardization of China's commodity packaging and that of ISO, which has blocked the channels for commodities to enter the international market. Especially in the implementation of the quality standard ISO9000, the environmental protection standard ISO14000, the safety standard ISO16000 and so more obvious. However, China has officially become a member of the International Organization for Standardization Organization Packaging Technology Committee (ISO/TC122), which has created conditions for China to implement international packaging standards. 7, packaging design and environmental protection. Developing green packaging, protecting the environment, and promoting the sustainable development of the society is a hot issue of global concern. “Green packaging†should start with packaging design. For example, the selection of packaging materials, the disposal of packaging waste, and the appropriateness of packaging should be There are laws to follow and laws to follow. 8, the issue of packaging legislation. In the market economy and society, all the behaviors of the market entities must be subject to corresponding norms of behavior, that is, legal norms. The contribution of packaging legislation in economically developed countries to the development of the packaging industry has also proved this point. As an important industry in the national economy, it is necessary for us to formulate an industry-wide packaging law to fill the gap in China's packaging law. Its legislative practice can draw lessons from international conventions, advanced experience and technology of the packaging legislation in developed countries, and comprehensively consider all legal issues in China's packaging industry.
(to be continued)
The sign is a kind of symbolic mass communication symbol. It expresses a certain meaning with a refined image, and uses the thinking ability of people's symbol recognition, association, etc. to convey specific information. The function of the sign to convey information is very strong. Under certain conditions, it even exceeds the language text, so it is widely used in various aspects of modern society.
China's traditional graphic art has a long history and has developed into a history of thousands of years. As early as the writing of the text, the ancestors began to use graphics to convey thoughts and communication feelings. The pottery patterns in the Neolithic Age and the rock carvings carved in the cliffs not only recorded the understanding of the ancestors about nature, Hope, but also became the earliest human graphic arts. China’s graphic arts not only originate early but also continue to develop. Although they are fast and slow, they have never been interrupted, such as the sinuous figures on the Shang Dynasty bronze wares; the sinus and plum blossoms in the Spring and Autumn Period, the Warring States period, and the phoenix shapes on the lacquerware of the Han Dynasty. The Tang Dynasty's Bao Xiang pattern and the later appearance of the Jin Wen and so on. Traditional Chinese graphic resources are extremely rich. In their own development and evolution, they have a consistent context and a variety of styles. With their diverse and unified style, they display uniqueness, depth and charm. National traditions and national spirit. These figures have been continuously precipitated, extended, and evolved over time and with the development of history. This has resulted in the formation of a unique Chinese traditional art system that embodies the wisdom of the Chinese nation for thousands of years and also reflects the Chinese nation. The unique artistic spirit.
"Form" generally refers to the appearance and structure of the object represented by the figure. Chinese traditional graphics are rooted in Chinese traditional and regional traditions of traditional art. They have many different places in the modeling of modern graphics. Chinese traditional graphics mainly focus on the integrity and decorativeness of real (or positive) shapes, and pay attention to the echo, comity, and interpenetration relationships between shapes and shapes. The bone type. For example, the Taiji pattern, the most primitive and basic auspicious figure in China composed of black and white two fish-shaped patterns; the upper, lower, left, and right sides formed by the skillful connection of the head, body, hand, and foot of the two dolls. See the four happy figures of the four dolls; the nine-square grid formed by the concept of five elements and five squares, the pattern of rice characters and the fish-shaped characters that are composed of fish-shaped characters and their basic strokes; Chevron etc. The “shape†in traditional graphics is applied to modern logo design. The logo thus designed not only preserves the charm of traditional art, but also has distinctive features of the times, and can fully express the concepts embodied in the logo and personality.
From ancient times to the present, generations of people have repeatedly traced the same figure, not only because of how beautiful its appearance is, but more importantly behind the traditional graphics that we see. There is often more and more auspiciousness. External form is the way in which intrinsic meaning is expressed. It is the externalization and materialization of intrinsic meaning. Therefore, it was originally born from the traditional graphics of people's worship of nature and religion. After the evolution of time, it extended its expectation to “prosperity of life. , Life and prosperity are many beautiful symbolic meanings. For example, the traditional Chinese graphic “disk length†is often used by folks in conjunction with the “Fangsheng†pattern to express the people’s willingness to implement the Four Rings and all of them are bright. The sign of China Unicom’s company is that The shape of the eight-auspicious Buddhism Eight-Auspicious Buddhism "Plate Length" is based on the original meaning of "being long-lasting and unfailing, supporting each other and complementing each other" to extend the implied meaning of Unicom's communications business. The four squares in the logo are all connected in all directions and have all the meanings of everything. Six circles have the same meaning and are smooth everywhere. The ten spaces in the logo are full and perfect. Whether from symmetry or from even numbers, the entire sign is full of auspiciousness that has been circulated in the ancient East. Therefore, the traditional graphic “idea†that has become a common practice and has formed consensus in the hearts of the Chinese people is used in the inherent connotation of the company to which the logo belongs, thereby extending the spirit of the newer and deeper concept, making it more cultural and Sociality, this is also a good way of modern logo design.
"Potential" usually refers to the impetus contained in the figure and the state and atmosphere it expresses. "Potential" can convey the spirit of the entire figure. In the traditional graphic "potential", we must mention in particular the Chinese national quintessence - calligraphy. Calligraphy is inspired by observing the attitudes of all things in nature. It has been developed through ingenuity. After several thousand years of development and evolution, it has formed a variety of different personalities and styles, such as: powerful and bold, realistic and bold; Rigorous; Li dignified quaint; Ruanshu neat and beautiful; Run lively and cheerful, the same veins; cursive flow, flying fast. Calligraphy not only has a structure but also a gesture. The structure is only the basis for calligraphy and calligraphy, and the formation of the calligraphy personality pattern is based on the “potency†of the “pen and intentâ€. The world-renowned Beijing 2008 Olympics logo can be said to be a classic in modern logo design. The overall structure of the logo is also taken from the traditional auspicious pattern “plate lengthâ€, but it is valuable that it does not directly borrow from this traditional shape, but uses the unique “pen and intent†freehand brushwork unique to Chinese calligraphy. It is just right to pass the two trends and images of "Chinese knot" and "athlete", and to express the theme of the logo and convey the wishes of the people.
Six: Laws and regulations
The packaging industry has now become one of the "sunrise industries" in the world economic development. With the advancement of its economic status, the economically developed countries have all attached great importance to the legislation of packaging design and its research work. The United States, the United Kingdom, France, Switzerland, Canada, Japan, etc. have formulated their own packaging laws in accordance with international packaging regulations and standards. They have also set up "packaging regulations" courses in the university's packaging profession, and have enthusiastically discussed the legal issues in packaging design in the media. Promote the healthy development of the packaging industry. However, compared with economically developed countries, China's packaging legal research has lagged behind. At present, there is no complete packaging method in China. The research on packaging design only stays at the technical level, and rarely involves the legal issues in packaging design.
The market economy is the legal economy. After China's accession to the WTO, China's packaging industry will gain greater room for development and face greater challenges. In line with international regulations and standards, the study of legal issues in packaging design will promote the steady and benign integration of China's packaging industry into the international market. The legal issues in packaging design mainly concern legal issues such as trademark rights, patent rights, copyright, the suppression of unfair competition rights, consumer rights protection, environmental protection, and product quality standards.
Specifically, these legal issues include:
1, packaging design and trademark rights. This is the most abundant content of legal issues involved in packaging design. Such as international treaties and extraterritorial laws, customs, commodity decoration, geographical indications, and prohibition of well-known trademarks. The new trademark law has made significant changes to Trips ("Trade-Related Aspects of Intellectual Property Rights Agreement"), such as the addition of three-dimensional trademarks, color combination trademarks, etc., which are worthy of careful consideration and attention from packaging designers.
2, packaging design and design protection. The Paris Convention is a minimum requirement that all member states must protect industrial designs. However, the way in which countries protect industrial designs is not the same, and our country protects designs in the patent law. However, the acquisition of such rights is conditional, and Trips protects this right while also restricting the conditions. Packaging design must involve these legal content.
3, packaging design and copyright. If the packaging design involves art works, it may enter the field of copyright protection, or there may be complex legal relationships between trademark, patent, and copyright overlap protection.
4, packaging design and anti-unfair competition. Commodity packaging and product ontology for sale exist as a product for market exchange. The use of packaging to participate in market competition is a common method of market competition. However, the use of false text descriptions in packaging design, certification marks or production license signs that falsify or fraudulently use quality products will involve the contents of the Anti-Unfair Competition Law.
5, packaging design and protection of consumer rights. Safeguarding consumer rights is the most essential ethical connotation of packaging design. However, increasing the virtual volume inside the packaging, reducing the number of commodities, and packaging design of counterfeit and inferior products are not uncommon in real life. Strengthening the study of consumer rights protection in packaging design is a rational demand of the rule of law society.
6, packaging design and international standards. There is still a certain gap between the international standardization of China's commodity packaging and that of ISO, which has blocked the channels for commodities to enter the international market. Especially in the implementation of the quality standard ISO9000, the environmental protection standard ISO14000, the safety standard ISO16000 and so more obvious. However, China has officially become a member of the International Organization for Standardization Organization Packaging Technology Committee (ISO/TC122), which has created conditions for China to implement international packaging standards. 7, packaging design and environmental protection. Developing green packaging, protecting the environment, and promoting the sustainable development of the society is a hot issue of global concern. “Green packaging†should start with packaging design. For example, the selection of packaging materials, the disposal of packaging waste, and the appropriateness of packaging should be There are laws to follow and laws to follow. 8, the issue of packaging legislation. In the market economy and society, all the behaviors of the market entities must be subject to corresponding norms of behavior, that is, legal norms. The contribution of packaging legislation in economically developed countries to the development of the packaging industry has also proved this point. As an important industry in the national economy, it is necessary for us to formulate an industry-wide packaging law to fill the gap in China's packaging law. Its legislative practice can draw lessons from international conventions, advanced experience and technology of the packaging legislation in developed countries, and comprehensively consider all legal issues in China's packaging industry.
(to be continued)