4, "Shaqima" series packaging
Saqima, full voice translation, is a Manchu cake. In the Qing Dynasty, "Yanjing Yearbook" stated that "Sakima is a Manchurian mandarin duck. It is made of rock sugar, cream and white flour. It is shaped like glutinous rice. It is cooked in a charcoal wood oven and baked into cubes. It is sweet and edible. After the Qing soldiers entered the customs, Saqima's production method was first introduced into Beijing, and then gradually spread in other cities, and there appeared Saqima with different types of help between North and South. In 1920, Shanghai Lee Men's Quarter began to produce box-shaped Saqiema. The choice of materials and craftsmanship was very particular about the color and milk color. It was crispy and sweet, and it was a favorite tea variety for the Shanghai people. It had been a kind of tea variety since the 1930s. Sell ​​well.
It can be seen that Saqima is a popular popular tea, a snack food. The factory proposes to improve the packaging on the basis of not increasing Shaqima’s original packaging fee, so as to make it have a novel and unique appearance, rich in Chinese national tradition, and attract the attention of foreign tourists.
Designers spend a lot of time on the material and structure of the packaging. First of all, 12 independent small packages are used on the inner package. After opening a box, they can be selected according to the needs. The whole box is made of grey-white paper, which does not print anything. It is printed on the outside with 127 grams of single copper paper. In this way, both the material savings and the changes in quantity and variety can be flexibly adapted to the needs. This reduced packaging costs by nearly one-third.
Since the start of "casual food", the picture uses Jiangnan Chungu's content, uses the Chinese line to describe the expression technique of flat-coating, and prints Chinese traditional patterns on the more colorful background, highlighting the texts of four different varieties: Silk, seaweed, cocoa, peanuts. The subtitle is "Chinese specialties" and is accompanied by English. In this way, the picture is very lively and simple. The overflowing and festive local flavors have a very eye-catching effect when displayed. This "Chinese face" was deeply loved by foreign friends and the factory also found it very satisfactory. The results were very happy.
5, "China Shadow Play" packaging
The shadow play is commonly known as "light shadow play" and it also has the reputation of "movie ancestors." It is one of the traditional Chinese cultural dramas. The Chinese shadow play has a long history. According to legend, it originated in the Han Dynasty (200 BC) and flourished in the Sui, Tang and Song dynasties. It was introduced into the West in the 13th century. Shaanxi is the birthplace of shadow puppetry, especially in the Guanzhong area (Ancient Chang'an), which spreads widely. There are only a few hundred traditional operas and more than ten arias.
Shaanxi Shadowplay chose top-grade leather, which was carved, milled, washed, engraved, and colored until 24 procedures. It was carefully carved by the engraver. China is known for its beautiful styling, fine craftsmanship, bright colors and strong decorative qualities. It has high artistic appreciation value and collection value. It has won many awards for Chinese international tourism products and has been collected by museums and individual collectors at home and abroad.
However, as a tourist souvenir, the packaging of the “skin shadow†has always been too simple. It would not be appropriate to give gifts as gifts. How to improve its packaging, make it a more perfect gift, a new task for designers.
First of all, this outer package should have the function of "universal application". In general, as a tourist souvenir, its specifications will not exceed the size of 8 sheets for easy carrying. Secondly, this package should be easy for customers to open and carefully watch the selection, and the materials used for the package should be stiff, which can play a role in protecting the shadow arts and crafts and avoid being broken.
After considering various factors in a comprehensive manner, the designer decided to adopt an envelope-type structure: just open the package, insert the original shadow arts and crafts into it, and close it.
Judging from the screen design, the final finalized version is a large area of ​​Chinese red, plus a scan of the shadows and a letter entitled "China Shadowgraph." The whole picture is very strong in nationality. After opening, it is a description of a Chinese-English translation and a shadow-painting. The most noteworthy is the socket on the package, using a folk pattern, pale gray shades, to bring out the color of the shadow, just right. On the back of the envelope, a Chinese seal "Chinese traditional folk drama" is put on a white background. The cover and the cover form a contrast between the simple and the dense.
6, silk handkerchief packaging
This is a series of packaging designs made exclusively for silk handkerchiefs by designers at the invitation of the Duty Free Shop at Shanghai Pudong International Airport.
Chinese people's silk products have a long history, and the world knows them well. Therefore, foreign tourists will come to China more or less to bring back some of them. Among them, the most popular handkerchief is a silk handkerchief, because of its compactness and practicality, but also because of its fine texture and fine neat embroidery, the color matching has a national style and is widely enjoyed by tourists.
However, because the product packaging is too simple, its price has been relatively low, and it is seen as a kind of popular tourist souvenir. It is a kind of product that wins by quantity. On the other hand, its historical and cultural nature has deeply attracted many tourists. However, as a gift for returning home, it lacks the noble sense of packaging and the characteristics of the nation, and it is different from the needs of consumers. At the same time, the added value of products cannot meet the requirements of the merchants.
In the new design, the positioning of products changed from the past plastic paper packaging to gift packaging, and the product quality was greatly improved. First of all, it is determined that the transparency of the image of the silk handkerchief is still preserved, so that the purchaser can see the selected pattern and color. Therefore, the structure of the open skylight and the changes in the design of the sunroof make the series more prominent. Secondly, in the selection of the screen, it was positioned in the Chinese traditional culture and carefully selected the “Hei Gong Chun Xiao Tu†of the Ming Dynasty painter Qiu Ying, and cut the screen into six small pictures, placed on the front of each package, respectively. As soon as the packaging is spread out, a complete "Hei Gong Xiao Xiao Tu" can be formed to make people feel the elegance of Chinese culture.
When selling in a mall, as a series of packaging, specially use Chinese red ribbons to tie together six boxes. As a result, the product's grade and sales have reached a higher level.
Author: Nanchang Institute of Technology, Sun Yong
Source: Shanghai Packaging