On Measures Of Modern Packaging Design

Modern packaging art is the outcome of technological progress. Nowadays, the ratio of products from packaging industry to GDP in western developed countries is over a quarter. In the U.S.A., packaging industry has become the third largest industry. The rank of packaging industry in China has risen from the bottom of 42 leading industries in national economy in 1980s to the fourteenth place at present. The gross products from packaging industry reached 600 billions yuan in 2006, and it increased by 35 percent in 2007.The facts reveal that packaging has become an important part in enhancing national economy, and to a degree, it has become an important symbol which can measure the reasonability of industrial structure, the prosperity of business and the harmonization between humans and environment.With methodologies of design arts, aesthetics and sociology, based on design arts noumenon, this dissertation systematically analyzes formation of the measure of design arts, and its evolution and connotations. Grounded on this, this dissertation mainly sums up and analyzes the conceptions and diversity of measures. Then, according to related laws, policies and industrial standards at home and abroad, it concretely expounds the principle of moderation and presents strategies against excessive packaging. Indeed, it is impossible that any measure is in stillness. Vicissitude of times, technological development and changes in production models and outlook on life may often arouse the historic variations in conceptional, technological and commercial measures of packaging design. A certain period of history certainly has its own measure and realistic value of conforming to it. However, different ages inevitably contain certain extramundane and even lasing regulations and reference frame of measures. Otherwise, researches on measures of modern packaging design might be self-dependent, out-of-order and discrete.This dissertation includes three hierarchies: the general conception and types of measures, their longitudinal development and different periods, and their horizontal outspread. On this basis, three parts are divided. Firstly, the highest nature of being is the universe. The universe is the absolute measure above all measures, is also the belief measure of human beings. Goethe said, 'Perfect is heaven's measure, the wish of reaching perfect is human measure'. The discussion of measures in this dissertation begins with 'heaven's measure.' Secondly, human being is the subject of design, human measures are the foundation of all measures of modern packaging design. In the introduction section, this dissertation understands and judges measures from the subjectivity of human being. Herein, the importance of measures is recognized, which does not mean agreement on anthropocentrism. On the contrary, this dissertation transcends the limitations of anthropocentrism, and considers the harmonious and centuries-long coexistence of human being with nature as the value target of modern packaging design measures. It is this point of view that reflects a foresight and is the main part of this dissertation. Thirdly, in the extended part, this dissertation, by sociality, cultures and scientificness of modern packaging, looks into the movement of measures in modern packaging design, analyzes the existing problems, and presents some solutions.As seen from the above, physical rigidity and spiritual flexibility of modern packaging design are explained in theory, which can provide a theoretic analysis and a practical reference for the government and enterprises to formulate packaging policies, to expand design channels and promote packaging productions.