The traditional infiltration of Japanese packaging design

Japan’s modern design never forgets the introduction of a long-standing cultural tradition in the country. Even the packaging of goods and their related propaganda are no exception.

Iso soy sauce is the oldest shop in Japan. An important direction of the brand promotion is the sense of trust brought by the long history of the old shop. Checking up and down the packing carton, there is no common text boasting, but it is the similar shape of the box body and the simple drawing of the “painting” illustration at the bottom, which has attracted consumers in the visual spirit.
In Japan, wooden architecture is an important style of traditional architecture. In order to make long-term storage of wood structures from ancient times to the present, the construction industry generally adopts the concept of “spatial inheritance” and constantly rebuilds ancient architectures to make the life of old wooden buildings comparable to the physical life of stone buildings. The old wooden buildings such as Ise Shrine and Izumo Shrine are short for 20 years after they are built, and they are rebuilt and relocated 60 years after they are built. Once relocated and rebuilt, it is a transformation of the traditional culture. It is also a spiritual inheritance that is embodied through “exiting”. The relocation team of Ise Shrine was drawn from the vigorous drawing, “There is something in the real” and “Immediate in the imaginary”; the long history of the Ise brand is stable and changeable, and the characteristics are not changed. in.
Japanese consumers who are familiar with traditional architecture not only understand the illustrations, but also read the shapes and colors of Ise packaging. They knew that designers linked the functionality and rationality of the packaging structure with the appearance of modular components of Japanese traditional architecture, combining the simple and neat red, black, and white colors with the common colors of traditional architecture, and even The simple, straight line style of modern design is combined with the highly pure and refined language of traditional architecture... So Iso soy sauce carton pack is no longer simply a layer of traditional powder, a modern package is inspired by wonderful ideas. Into a long history. The introduction of traditional culture As far as Japanese packaging is concerned, it can be based on the creative aspects of the sense of form, color, illustration, etc. It can also occur in the selection of packaging materials or the overall communication.
There are more and more methods for cultivating food crops in modern agriculture. Hyogo Prefecture still uses traditional methods of growing food and sets a brand with its own green, sustainable food crops. When designing rice bags, Hyogo chose to use traditional natural materials - folk craft paper and twine laces, and use natural outer packaging materials to symbolize the natural qualities of the products.
Folk craft paper and twine tie do not necessarily belong to the packaging of rice; today, when stressing the modernization efficiency of production and distribution, the above-mentioned natural materials must be added with some indispensable material strength tests, paper bag forming process assembly lines, etc. Waiting for the work process is more troublesome than using some artificial materials. However, the masters of Dan Bomi and Chuzhou Mi know how to impress people with the traditional culture that everyone in the country is proud of.
Traditionally, Japanese traditional culture habits regard materials derived from nature as "the first nature", and regard the selection and redesign of natural materials as the "second nature", and modern Japan that pays attention to the protection of traditional folk arts and crafts. Craft paper means that taking bark, pounding pulp, fishing paper, and hemp string means taking hemp, softening, tanning, cutting... The selection and processing of these materials are attached to nature and extracted and extracted. Naturally, when consumers with a common cultural background see Dan Bomi's packaging as not being brightly colored or even carrying a raw, rough paper bag, their hearts emerge as a natural return to nature. Moving. From the table and the inside, Ai Wu and Wu, Dan Bomi advocating the "natural" brand publicity so that the use of traditional culture support has become a must.
Examples of Japanese traditional packaging traditions abound, such as "Nishioka sake" "letter music" sake bottle packaging box, directly with the Ukiyo-e image as a symbol; clockwise dwarf bamboo fish cake packaging is a reference to the traditional packaging program ; "YAMAYA" product bag decoration, the momentum is like Kashiwa Hokusai's Kanagawa wave ... ... spread to the greater significance of the product "packaging" field, product advertising has lost no opportunity to use their own more extensive freedom of creation Degree of characteristics, and support around the product packaging, complement each other. To give an example of this: Figure 3 is the Japanese whisky wine glass packaging by Suntory's comprehensive beverage manufacturers, color calm, hyperbolic glass bottle body matt, thick, with a dark, round color modeling Facing the common straight lines and glossy sensation of modern design, it conforms to the pan-traditional implied meaning of "OLD" wine. But how can this wine be popularized by consumers for a long time? Suntory's idea is "the combination of advertising and packaging." Figure 4 is related to advertising and has great visual impact. The huge backsworn figure of sumo wrestler Okaharu who is deeply loved by the Japanese people and the Suntory whiskey bottles are ingeniously matched. On the one hand, the apparent “non-true” meaning of the surface creates an atmosphere of goodwill, wit, and humor. On the one hand, it guides people to understand in depth the real interest that the ontology and the metaphor are also deeply loved by people. The valiant samurai Xiaojin focused on his toast, even if he was drunk. The dark round wine bottle packaging is borrowed from advertising sites to become gold, and the modern design concept is also meaningful through traditional intervention.
The most significant characteristic of Japanese traditional culture in the world's cultural heritage is its own continuity and continuity. There has never been a gap; Japanese contemporary scholar Taro Okamoto wrote "Japanese tradition" and from another point of view elaborated the traditional meaning of Japanese eyes: " Tradition is the driving force behind the development and development of human life. "Modern Japanese design includes the vocabulary of traditional culture filled with packaging design. We can regard this vocabulary as the long-lived breath of life of Japanese national culture.