Packaging design characteristics of postmodernism

First, the social features, the modern society is a new era of information and science and technology expansion and flood. Science and technology has obtained more and more important position, symbolization, informationization, through the power of high-tech replication of human cultural factors more and overwhelm the natural factors. Second, is characterized by its knowledge, everything will be digitized, symbolization and commercialization of knowledge, not the knowledge of the digitalization and computerization, hardly be regarded as knowledge. , third, the cultural characteristics of reverse the original definition of culture, opposed to the traditional standards of cultural creation principle, abandoning the traditional popularisation, overall and identity. Sure trivializes situated, marginalization, complanation, no depth, through the combination of symbol, color and light flashing to construct make people can't afford to call the fantasy and the original image, meet the needs of the senses of directly. Fourth, the mentality and thinking mode is characterized by, want to express is a kind of uncertainty, fuzzy, occasional and unpredictable grade mental state and ideas. Fifth, their way of life is characterized by the game of life. No longer coordination and to comply with the requirements of the traditional morality and life, prefer to breakthrough in the traditional rules of rebelling lifestyle to try all kinds of new way of life. Into social and economic prosperity period, influenced by postmodernism coexistence of diverse aesthetic, postmodern of modernism 'less is more' doctrine of tit-for-tat proposed the 'less is boring. Packaging design is also presented from order to disorder, from the whole to pluralism, from certain to uncertain, from clear to fuzzy variation characteristics, to the more humane, personalized, the traditional, decorative, pluralistic direction. In the art field in recent years, there are many strange weird style and excessive packaging of the packaging, despite its form has the uncertainty and fuzziness, structure and contradict each other, a mixture of irrelevant material and properties are also presented, graphics color words are also surprisingly not harmonious, but this just with postmodern period of novelty, the pursuit of the spirit of the advertising effect, and discard, pursuing new and change of modern psychology photograph echo, thus got the favour of many people and welcome. As a result, also make us recognize the postmodern period of packaging design thought, it is importance to mass popular, regional and multi-level emotional, spiritual needs and wishes, outstanding cultural and aesthetic value of packaging. Post-modern packaging design method of multiple, often using deformation, extrusion, superimposed, restructuring, additional, specific processing technique such as adornment to reflect its cultural connotation, the characteristics of the concrete image in the packaging of style, style, graphics, color, text, material and so on various aspects can be reflected. Post-modern packaging design style each different, design a variety of forms, from the original simple folk national packing to pioneer the avant-garde modern ideas, from the traditional style is a simple packaging to the magnificent style, even excessive luxury packaging, and so on. Even the same liquor bottle packaging style, can also be designed to be rugged heroic or and graceful style of polarization. Various types of packaging can have different design, size, length, width, so that the people have the freedom to choose, which leads to the popular tendency of packaging not sure, is not clear. Pentawards08 winner beverage packaging on the appearance of packaging, the traditional way of packing and concept also has been challenged and impact, only see white wine packaging, single look from exterior styling, or the whole package, transparent or half block half mask, or heavy and complicated, or contracted, or extensive, long and narrow, folded, or jagged disorder is full of strong individuation and diversification. And on the packing structure, from the comprehensive, clear to decompose, fuzzy. Deconstructs the traditional method of three-dimensional building design into a distinct structure, combining plane modelling with solid modelling, reconstructing the packing structure of each part, make have free, loose, fuzzy, mutation, and other sports unusual structure design features, thus forming a kind of brand-new visual effect. The packaging color ( With the combination of graphics, fonts, and change) There is a natural low purity in the soft color and high purity of gorgeous stimulus color overlap in parallel. Others by whimsical exclusive color, to show the packaging of lively interesting and dramatic. In addition, by using cascading on material, composition, transparent, skin texture, such as design process, make the colour produces orderly gradient of light and shade and chaotic changes, add infinite interest to packaging. On packaging materials, also presented the obvious characteristics of diversity, richness, the centralism manifests in the raw material types, morphological structure, texture and texture on the combination of the contrast between each other. Some designers and creative use of deformation, hollow out, combination processing technique to enrich materials such as appearance, new image materials, emphasis on material design aesthetic value.