Study On Cultural Psychological Structure In Food Package Design

Today,as a product of the industrial society,packaging has long been integrated with commodities in the context of global economic and cultural interchange.Modern packaging,as a special means to realize the inherent value and use value of commodities,plays an extremely important role in the fields of production,distribution,exchange and consumption.It is precisely because of the economic globalization brought by the reform and opening up that the western culture has entered the Chinese market.In the process of cultural exchange,it also has a certain impact on the packaging design industry in China,and then exposes the problem of the absence of national culture in the design.In recent years,many scholars have paid great attention to this issue,and analyzed and discussed how to inherit Chinese culture with food packaging as the carrier in the context of the current integration of world culture,so as to make China’s modern design more national,contemporary and regional.In the context of the current era,responding to the call,boosting the cultural confidence of the Chinese nation,to create an excellent food packaging design industry rich in the cultural heritage of the Chinese nation is an important subject to be urgently solved by the academic community and enterprises.The structure of cultural psychology is a kind of thinking and behavior pattern which is formed on the basis of certain social material and under certain cultural traditional conditions and reflects the common psychological quality in common culture.This cultural psychological model,as an invisible and attractive factor,permeates every member in a certain cultural atmosphere and guides,standardizes and restricts people’s material production and spiritual activities.Rapid progress in the era of fast consumption of food packaging,packaging design concept also present a new face in due course,the consumption psychology of audience is already from the original lower levels of physiological needs,security needs gradually to a high level of social demand,respect the needs and self-actualization needs,the diversification of food packaging design has become an inevitable trend of the competition.Cultural needs and cultural belonging,as high-level needs in the spiritual field,have become an important direction of current design research,which needs enough cultural support,and it is particularly important to dig deeply into the culture and psychology that have constructed the structure of national personality.The author takes the cultural and psychological structure of the Chinese nation as the breakthrough point,takes the QIANJI gift-box packaging as the carrier,studies and analyzes the current situation and problems of Chinese food packaging design from the perspective of culture and psychology,and explores how to build up national design confidence and reshape national culture in contemporary Chinese food packaging design.First of all,according to the current situation of China’s food packaging design to think,the current design facing the cultural appeal.Secondly,the influence of cultural psychological structure on the form and content of food packaging design is theoretically expounded and studied,and the theory is supported by the case verification of QIANJI gift-box packaging design.Finally,the importance and application prospect of cultural psychological structure in food packaging design are summarized and prospected.