The Humanized Design and Rational Method of Product Packaging

2.2 Humanistic design packaging aesthetics elements - color

“Color is life, and color is power. Color is a package that attaches to the shape of a product, so color is more attractive to people than a shape. When a product is sold in the market as a product and purchased, the color of the product determines the product. Is it attractive? Therefore, the functional performance of product colors is the most representative of human nature. The function of color mainly refers to the visual, psychological, and physical effects of color on-the-spot; and a symbolic ability and emotional symbol on the transmission of visual information. Product color design standards can reflect the face of science and technology, material culture and spiritual life, as well as the artistic characteristics of the era of innovation. It has an extremely important role in beautifying people's lives, creating a good human environment and pleasing people's mind and body. Therefore, in the use of color, especially the choice of color tone, it is necessary to reflect the novel aesthetics, in line with the aesthetic requirements of the times, but it can not be too daring to pursue brilliant, lose the functional characteristics of the product. Only the harmonious beauty of nature can give people a pleasant, vivid and soft feeling. For example, in the shampoo crystal brand, “Rejoice” is packaged in grass green, giving people a feeling of youthfulness and highlighting their supple and elegant personality; “Haifei Silk” adopts navy blue packaging to create a fresh and cool visual experience, highlighting its The dandruff sanitation product era personality; "Pantene" is using apricot yellow packaging, giving people a rich visual effects, highlighting the health of their shiny personality. Another example is that in the market, other shapes and colors are translucent, bright and smooth, and bright and smooth. The cool colors give people a sense of envy, taste, and interest, and they design emotions that are full of emotions. Highly humane. Another example is the colorful mountain bikes and colorful cars that people often see in their lives. Colorful umbrellas and colorful mobile phones are loved by people because they fully display the youthfulness and vibrancy of the mobile phone.

2.3 Good Quality Elements of Humanized Design - Materials

Materials refer to materials that human society can accept and economically manufacture useful devices. The material is the texture of the material, the visual texture and the haptic effect of the material. Different materials have different aesthetic feelings and their own emotional characteristics: “The texture and texture of materials mobilize the integrated processes of perception, perception, and other perceptions in perception, and directly lead to vigor, weakness, tenacity, and light. Gray and astringent and many other psychological forms." The material itself can show the beauty of the material, and its own material beauty can make people feel aesthetically pleasing in the observation. The common materials of people are attractive: such as the cobblestones on the seashore, which has been washed and polished over many years of sea water, to form a beautifully curved body, showing a smooth and delicate surface, often with the colorful colors of its material itself and its Impressed by texture; wood texture from dense to. Vegetables, from the song to the straight, the gradual change of the level, with a beautiful melody, the architect Wright believes that the most human flavor material is wood, people are willing to close to it, touch it and appreciate it; marble or shallow or deep natural Color, or poly or loose texture modeling all show its natural beauty and charm.

In product design, when physical properties of materials and potential performance factors are triggered into the inherent meaning of the product, they will be more closely integrated with the design theme and content, so that the product has a more vivid and more intense artistic charm. The artistic shape of modern products has been clearly expressed in the pursuit of emotional goals, and the personal attributes of emotions have led to the humanization of modern product art. The performance of different material emotional goals is actually the uniqueness of materials, creative exploration, and experiments on new forms, new techniques, and new effects. At the same time, the product design has already formed a new feeling in the pursuit of material beauty, which has broken through the limitations of artistic expression methods, expanded the research and performance of art form language, and enabled each characteristic material language in the designer (or artist) to product ( Or the pursuit of humanity, it has unique personality characteristics. It adds a bright color to the artistic shape of modern products. For example, products made from wood, bamboo, rattan, cotton, and hemp have a mild and simple texture, and they contain psychological values ​​that cannot be replaced by artificial materials. Products made from these materials naturally give warmth and softness and sincere closeness. The sense also reflects the symbiosis between modern high-tech and traditional culture. Another example is Apple Computer's iMacx series and the use of translucent materials to create the appearance of the product, so that the appearance of the product is exquisitely clear, beautiful and pleasant, the internal structure is visible, adding a sense of mystery, people can not help but want to understand it, you can see Using this transparent or translucent soft material, it is closer to the human body's physiology and enhances the warm and soft feeling. Therefore, the product has an extraordinary affinity.

3 The basis of humanized product design is rationality

Every excellent design work should meet two requirements: 1) The design must satisfy the perfect combination of rationality and human nature; 2) The product must satisfy the people's demanding attractive personality form, and be compatible with the appearance and function of its function. Because, in product design, rationality is the constraint condition of design, it is a rational game. It is based on understanding that design itself is conducive to pure art. It is not the release and release of pure personal emotions. It always embodies the integration of rationality and human nature, and it must be constrained by many factors such as the time science and technology, regional culture, and similar designs. It is also subject to many restrictions from factors such as the market, customers, and the media. So design is essentially a creative activity under certain constraints. It contains new concepts, new technologies, new needs, new challenges and many other factors, as well as the spirit of innovation that embodies the culture of the times.

When materialized design becomes the landing point for technology and human needs, the design alternates with the process of human rationality and humanity, and after repeated coordination can achieve the maximum possible harmonization and unity. Design can only achieve the ultimate goal based on a rational basis. Only under the guidance of rationality, can the design be from the normative design process to the strict process flow, to the thorough market planning; from psychology to ergonomics, to the intervention of the original marketing science, to make the dream of human needs one Another place has been achieved. Just like this, Kelon's series of children's refrigerators from the consumer demand to start, changing the previous industry "product first" design concept, tailored specifically for children from the perspective of market segmentation. In appearance, with its beautiful cartoon shape and fascinating appearance color, it changed the face of the traditional refrigerator tablet and captured the children's psychological characteristics. It reflects the humanization and emotionalization of the era. First of all, to achieve a separate storage of children's food, while the use of long-lasting antibacterial additives, to eliminate the common infectious bacteria in adult refrigerators, thus protecting the children's health. Secondly, the appearance of the refrigerator is extremely difficult to use the entire plastic door design, has a cartoon clock style, full of playfulness. Digital beibei on the door has music, time, children's zoo and other functions, and it is very popular with children. Again, it is designed for the safety of children. For example, the height at the end of 1m, suitable for children's height; appearance smooth and smooth, will not hurt the children; evaporator with built-in freezer to prevent frostbite children's small hands, so that the design of the "rationalization" and "humanization" reached Effective combination.

Therefore, rational thinking is the basis of design. The significance is that it is a dialectical design materialization. If we ignore the use of products, technology, material properties, market restrictions, laws and regulations and other rational factors, it will lead to the failure of the design, and sometimes lead to disaster. The failures of the "Comet" and "Titanic" ships are two typical examples. It turned all good wishes into bubbles. Humanized design is the highest pursuit of the goal, the significance is that design can not only stay at the functional and technical level. Overemphasis on rational factors such as materials, processes, functions, costs, etc., while ignoring the emotions and connotations of the design, will inevitably make the design indifferent and monotonous, lacking human taste, and giving the user psychological disgust and resentment. Therefore, human nature can not just be an unrestricted catharsis of inner emotions. It is under the guidance of human rational thinking to find out the beauty of human nature from a variety of complex emotions.

4 Conclusion

Humanized design is the skin and soul attached to the skeleton of reason. The design without skin and soul can only be a design of “material”, not a “humanized” design. Rationality is the basis of design throughout the design process, and human design is the soul of design. Any design must be based on rationality and humanization design as the highest goal. Kings-Belson stated: "The key to product success is not the technology. The key to product success is the very same thing and the user's heart and emotion. The product that ends in failure is due to the inability to use technology and users. Consensus." With the development of new technologies today, our society has begun to transform from a society based on the production and production of physical products to a non-material society based on information. In this society, people pay more attention to spirit and emotion than ever before--humanization of products. The emotional power embodied in a product is non-material, but it can only be embodied through material existence. It can be created as non-material, and it can only be embodied through external visual language. The humanized product appeal can be expressed.

(Wen/Qiu Zhicheng Gao Juan Li Huiping Donghua Institute of Technology)

Packaging Engineering