Research And Application Of "Yi" Of Creation In The Packaging Design Of Time-honored Brands

The traditional view of creation,as the theoretical support of ancient Chinese creation,can be traced back to the primitive society.The "tangible" creation and "intangible" ideology and culture have experienced thousands of years,which not only contains the life wisdom of our ancestors,but also contains rich humanistic thoughts.In the traditional Chinese concept of creation,sages discussed the concept of "Yi" creation from different perspectives.Confucius first put forward the view of "wen zhi xiang yi ",which contains the unity of opposites between "Wen" and "Zhi",and provides a new aesthetic standard for the development of Chinese aesthetics;As early as the Warring States period,Mozi put forward the thought of "yu ren xiang yi" which is " It is good for people to be clever,but bad for people to be clumsy ",indicating that creation should be suitable for people;In kao gong Ji,creation should follow the rules of "tian shi,di li,cai mei and gong qiao",which contains the creation concept of "yu fa xiang yi".It has important theoretical value and practical significance to study the Chinese traditional creation thought,explore the rationality and inheritance of the design thought of "Yi" in the packaging design of time-honored brands,and integrate the traditional creation view with the packaging design of time-honored brands.This paper analyzes and summarizes the packaging design of time-honored brands from the three aspects of " wen zhi xiang yi "," yu ren xiang yi " and " yu fa xiang yi ".To explore the harmonious and unified relationship between products and packaging with " wen zhi xiang yi ";To explore how packaging design can meet the needs of consumers with "yu ren xiang yi ";This paper discusses how the ancient creation law guides the packaging design of current time-honored brands with " yu fa xiang yi ".It is undoubtedly the inspiration from the traditional concept of creation and the guidance of traditional view of creation to the design of time-honored packaging,which can provide a profound inspiration and a good reference for the modern design field.