On the Ethical Ecological Value of "Simple Packaging" (I)

New values ​​such as energy conservation, environmental protection, and return to nature have been increasingly recognized. This to a certain extent constitutes the social foundation for the existence and development of minimalistic design. People look into simple, fresh and natural styles, perhaps because of the fast-paced pace of life that has made people feel exhausted. People are eager for a moment in their hearts, prompting designers to reposition themselves and think about how to be so noisy. In the visual world, the expression of design concepts is made clearer, clearer, and simpler. Simple packaging design will become the mainstream style of today's modern packaging design. It respects the simplest packaging structure, the most provincial packaging materials, the most sculpted shapes, and the most refined text and accurate information. We advocate the use of a clear, clear, pure, and cool abstract form. The pursuit of simplicity is rich, and pureness is the elegance. Emphasizing the design concept of "less is more", the design works are simple and open-minded, without any unnecessary decoration, while ensuring the true expression of design intent, intuitive and real, making the entire package design more refined, concise and natural. >> Topic: He Zhongqiu sees the beautiful “clothes” of moon cakes

It can be seen that simple packaging is a form of packaging that covers both the functional value of packaging and the artistic value of packaging.
The basic features of a simple package

Truth-seeking: The practicality of simple packaging opposes over-packaging and deceives consumers; on the other hand, it opposes consumers as simple packaging. The use of “two pounds of bamboo shoots, three pounds of shells” to describe the overpacking of many products is irrelevant. This can be simple and generous packaging of moon cakes, must be made into a multi-tiered basket-style basket, dragon boat-shaped gift baskets and other styles can not be, these round flat cakes wrapped in a "three inside and outside", dressed radiant, its price is Tongue. The packaging of various types of health and nutrition products is also the case. Obviously there are only four small ginseng tablets. Partially it is divided into two packages. It is wrapped in plastic bags and small boxes outside, and then is printed on the outside. Exquisite large box. The most typical is a kind of American ginseng packaging. The box is very small. When it is opened, the content is only a thin layer, and the volume is less than 1% of the packaging.

In recent years, over-packaging and luxury packaging have become commonplace in society. Excessive packaging means that the packaging of the goods exceeds the required degree and forms an unnecessary protection of the packaging. The manifestation is the excessive consumption of materials, excessive weight, excessive content volume, excessive volume, and excessive use of materials. Excessive decoration, excessive costs, etc., greatly exceed the requirements for the protection and beautification of goods, giving consumers an unrealistic feeling.

Many commodities are relatively small, and the packaging is left one layer, right one layer and layers of consumers are peeled off. Only when they see the true colors of the face, this kind of over-packaging not only fails to provide the desired beautification and promotion, but also gives consumers the opposite. The feeling of being overwhelmed will lead to rebellious psychology; over-packaging will increase some unnecessary costs, raise the cost of packaging and damage the rights and interests of consumers; more seriously, over-packaging increases the use of packaging materials and wastes valuables. Natural resources have increased urban domestic waste and caused environmental pressure.

With the development of society and the improvement of the level of material civilization, people's spiritual needs are constantly improving. With the deterioration of the living environment and the scarcity of natural resources, people's packaging concepts are changing. Consumers are increasingly in favor of simple packaging for product packaging. Packaging must be able to meet the core needs of consumers, that is, must have real value. Because the purpose of people buying is not packaging, but the product within the package. These various forms of over-packing with "more than forms of content" may be able to attract occasional gift purchases, but it is difficult to win the loyalty of consumers and lack the motivation for long-term development.

We oppose over-packaging and promote simple packaging while preventing the other extreme. Simplicity does not mean empty, simple, simple is a breakthrough of “complexity”. The relationship between simplicity and simplicity is the result of quantitative change and qualitative change. Simplicity is the crystallization of simple accumulation, which is the essence formed after multi-layer infiltration and screening. Simplicity is the use of limited information to convey the intriguing mood, can maintain a clear context in the complex, and more in the viewer's memory to provide a refined index signal, leaving a deep overall impression. Simple packaging is not a simple package, but requires a simple and clear packaging design, accurate and complete design elements, a clear grasp of the attributes of goods, quickly and accurately convey product information, so that consumers get a more comprehensive understanding of the goods in a very short period of time . Realistic and simple packaging must have:

Understandability. In addition to indicating the product name, brand, and trademark, the package also indicates the quantity, weight, quality, size (such as shoes), manufacturer (and address, telephone number), date of manufacture, price, or bar code; there must be nutrients on the food packaging. , using raw materials, eating period, and specifically marked "fat free", "low fat", "without sugar" and so on.

Instructive. How to open the package, how to store the product and how to eat, use, and pack should have a very specific account. Need to be refrigerated, the packaging must be stated. The words used for the guidance should be exhaustive and should be accompanied by brief schematics if necessary. For example, there is a toothpaste on the packaging with "How do you brush your teeth?" List 5 points, also with 3 pictures, with special emphasis on the doctor's care: "Use only your own toothbrush, do not use someone else's toothbrush."

Convenience. Including convenience store display, sales; convenient customer to carry, use, etc.

safety. Including moisture, mold, moth, shock, leak, shatterproof, anti-extrusion and so on.

The packaging should also reflect the meticulous care for people. The products full of human nature are irresistible. The packaging of humanity full of humanity gives people a more intimate and warm feeling. For example, toy packages are written for children from the age of several to several years old. There are small particles in the toy, in particular that "can not play for children under the age of 3". All plastic film packaging, the film printed text: "This is not a toy, away from young children, to prevent suffocation." The packaging of detergents, bleach and other precautions are: "Do not enter the eyes. If accidentally entered, Rinse with water or find a doctor."

To realize packaging, we must use dialectical unity and development thinking. While seeing its own positive role, we should further deepen its influence on society and the environment, expand its service function, and maximize To reduce the unfavorable factors that the packaging itself has, it is even more important to reduce and overcome the human-induced causes.