An Analysis of the Cultural Connotation of the Packaging Design of Tourist Commodities

At the beginning of the century, along with the economic development and the improvement of people’s living standards, the implementation of the Saturday and Sunday weekend system has resulted in an increase in paid holidays. Tourism has become a popular form of leisure. The rise of the tourism industry has brought about prosperity in the tourism market, and it also bred unlimited business opportunities. As an important part of the tourism industry, tourism products play an important role in improving the sales of goods.

Tourism commodities include both basic travel consumer goods and non-basic travel consumer goods. Essential commodities such as life, food, and play on the road are basic travel consumer goods. Tourist souvenirs, as an important part of tourism commodities, belong to non-basic tourism consumer goods.

The packaging of tourism products is closely linked with its internal products. It can be said that it is dependent on lips and teeth. In a sense, it can be said that it is the relationship between form and content. Although the content determines the form, but the form will in turn affect the content, so the packaging design of tourism products should be linked with the internal products, the two complement each other. The famous cultural anthropologist Malinowski once said: "In human social life, the needs of all living things have transformed into the needs of culture." Tourism as a short-term way of life, tourists are pursuing cultural Enjoy with good memories. As a carrier of culture, tourism products are each engraved with tourists for an unforgettable experience that reflects different cultural origins. Today's packaging design is becoming a culture-based, life-based, and modern-oriented discipline. Therefore, the packaging design of tourism products should also be regarded as a form of culture. Strengthening the culture of its design, enriching the connotation of tourism products, and improving the cultural quality of commodities will play a crucial role in increasing the sales of tourism products.

Some tourism products already contain cultural connotations such as ethnic style and local characteristics. The packaging design must be consistent with the product and better demonstrate the cultural characteristics of the product. In addition, some general articles of daily use can also be used as tourist goods by cleverly integrating local cultural features. Therefore, packaging design plays an important role in interpreting and creating the cultural connotation of tourism products. In view of this, this article discusses the creation of cultural connotations from the following aspects:

First, the packaging design of tourist commodities should reflect the communion of local ethnic characteristics with the spirit of the times

For tourists, tourism is to experience local customs. Due to differences in lifestyles and ideas, it is often easier to attract tourists with more "local features." Therefore, the integration of local culture design into the packaging is essential. Of course, the culture expressed by the packaging design at this time does not refer to the local ethnic traditions alone, but is a complex that coexists with the times. The packaging of neighboring countries in Japan is worthy of our reference. Looking at Japan's packaging design, it is not difficult to find that Japanese packaging is not only pleasing to the eye but also quite culturally pleasing. Its pattern style, text form, and color use all show a strong “peace”, seemingly random, but in fact the carefully arranged points, lines, and faces show the ethereal and charm of traditional Japanese culture. But Japan's packaging is not just nationalization. Its pattern distribution, text layout, and color matching also make people have no doubt about the sense of the times it has. Those points, lines, and faces also have the boldness and boldness of western culture. The success of Japan's packaging is that it fully promotes the superior value of traditional culture, while at the same time it absorbs the essence of Western culture and design in all aspects, and it can be skillfully combined. Traditional packaging of various ethnic groups in China has various forms, unique shapes, distinctive decorative styles and strong local styles. How to turn them into sales points on the market is an important challenge in the current packaging design. Some familiar daily necessities will become well-selling tourist products after being packed with ethnic charm. As shown in the figure, the small comb is cleverly packaged and expresses the good wishes of “Happy Family”.

In addition, the selection of packaging materials for tourism products is also an important factor that reflects local characteristics: In general, the choice of packaging materials should be based on natural materials, such as paper, bamboo, wood, mud, plant stems and leaves, and other natural materials, according to local conditions and quantity. The material is designed to produce a variety of packaging items. Traditional natural packaging materials appear in three forms: original state, simple processing, and elaborate decoration. This not only embodies the direction of oriental traditional aesthetic concepts, and has no ornaments - taking nature as the natural beauty, and decorating without naturalness - as the harmonious beauty of gentleness. Natural beauty is famous in the world for its artistic beauty, and it also reflects modern people's awareness of environmental protection. The wood used for packaging is either kept in its original state or is polished and polished, such as various types of boxes and boxes made of Phoebe and eucalyptus, which are used to store pens, ink, books, paintings, and other objects. A very cultural grade packaging materials. Paper is either thin or thick, or it is rough and rough. Bamboo, or directly take it into knots or peel its skin and then prepare a device. Various kinds of hemp and straw packaging are also popular. As shown in the picture, the award-winning “grain cereals” of the 9th East China Packaging Award was made of sacks in a variety of unique and small packages, which are both convenient to carry and give people a new experience and experience. In addition, leaves and skins of plants can also be the preferred materials for packaging, such as bamboo shoots for packaging tea in Fujian, and coconut shells for souvenirs in Hainan. Pottery and glass products that are fired are also good choices for packaging materials. Modern people pay more attention to getting close to nature from the visual and tactile sensations of natural materials. Especially hand-made or similarly hand-crafted items are highly favored by the human warmth they embody. This is also the traditional idea of ​​“Heaven and Man”. Another manifestation of this, but also caters to the world's pursuit of green packaging. On the packaging material, the tourism product packaging can also reflect the thick, simple atmosphere through the application of material contrast and natural texture. It can also use recycled paper to build a new image of packaging.

Second, the series of packaging design and brand image modeling

The packaging of tourist goods generally belongs to sales packaging, which can be divided into independent design packaging and universal design packaging. Individually designed packaging refers to individual packaging design for each product. Universal packaging design refers to the use of uniform packaging design for different types and levels of products, namely serialized design, different packaging sizes, and consistent form design, such as packaging paper, packaging bags, and packaging boxes. This will help shape the brand. Tourism products are scattered around the globe along with the footprints of tourists. It is both a propaganda of tourism destinations and an extension of commodity brands. In today's world, brand image is the guarantee for the safety and reputation of consumers when purchasing. The effective identification of packaging is a further recognition of the brand image, and it is also a factor that must be considered in the packaging design. For example, Tianjin's “Tao Zhang” colorful paint and “Yang Liuqing” New Year's pictures all have their own special packaging identification. Guifa Xiang has always been known for its twist, but generally foreign tourists only know that Tianjin's twist is delicious, but even the most authentic ones can't tell. To this end, Guifaxiang "18 Street" twist redesigned the new packaging, highlighting the effective identification of the brand image. The shaping of brand image is conducive to deep communication and psychological identification with consumers. In today's highly homogenized products, the scientific and technological content of products is no longer a problem. Packaging is becoming the externalization of brand image. As a silent salesman, how to impress consumers in the shortest possible time and how to package in many similar packages? To stand out from the crowd, how to more effectively demonstrate the culture's cultural charm, it is necessary to strengthen the cultural image identification of packaging. For designers, it is indispensable for designers to understand non-material factors such as international fashion trends, consumer culture, and local folk customs.

Third, pay attention to details, consider the details for consumers

One of the functions of packaging is to bring convenience, which is particularly important in tourism. Tourists should buy some small commodities that can be brought along at the same time as commemorative or for later use. At this time, the packaging design of tourism products should be considered from the perspective of consumers' use. The fierce competition in the modern market, the main reason for the popularity of many commodities is that they are easy to carry and they are easier and more convenient to use. Some cumbersome, inconvenient products often scan the interest of tourists during the journey. Even if people like it again, they will also be deterred by the difficulties on the way. Therefore, packaging design pays attention to details, and for consumers to consider the details, it seems to be convenient for consumers. In fact, it is creating an opportunity for the sale of goods, but also conveys the deep concern for human nature and the living environment for the packaging of goods. Silent attention reflects a deeper cultural connotation. The Evian mineral water in France was used to develop tourism products. In 1999, the package design was re-established on the basis that many consumers wanted the product to be portable and stylish when walking. The new packaging has a hand-patterned depression in the middle of the bottle, which is easy to carry and the top pull ring is connected to a straw for easy drinking. And this water breaks the design of most bottled water, placing the mouth of the bottle on the side of the top of the bottle. The design is considered to be the first time to consider from the consumer's point of view, both practical and beautiful ideas reflect the deep cultural connotation of the design. The packaging was popular after its listing and was considered as a close companion for travel. For the general public, is there anything more than a thoughtful and careful product that can impress customers? There is also a traditional Japanese straw package. A few simple straws can be knitted to pick up a string of grass eggs. It is convenient and safe, but also has a folk style. The packaging of attention to detail not only reflects a deep humanistic connotation, but also has a subtle influence on the establishment of consumer brand preference and loyalty.

Tourism has become a new way of life for humanity in the 21st century and it has also become a new economic growth point in the world today. The rapid development of tourism is inseparable from the development of tourism commodities. It is necessary to increase the level of packaging design for tourism products and to create the cultural connotation of commodities. Therefore, how to strengthen the culture of packaging design still requires us to unremittingly explore and discover some unique humanistic connotations and a higher aesthetic interest in packaging, and maintain a focus on traditional culture and ethnic style. Kind of deep concern for nature and human nature.