| With the continuous advancement of the social and the development of economy, it has entered the commercialization era, in the increasingly intense competition from similar products, product packaging design has become a major factor to attract the eye and promote the buy desire. Unknowingly, the packaging design has been covering the daily life of the people and involving in the various aspects of the basic necessities so as to become an important industry. Therefore, packaging design needs fresh blood to be injected, which did not focus on personality and lack of cultural connotation, just blindly imitated and plagiarized as to the former. Intense competition in product packaging design has promoted more and more designers to begin re-examine the culture and art of their national tradition and absorb nutrients from the traditional cultural elements to enhance the cultural connotation and unique personality, but this traditional culture is a long history of emotion which was accumulated in the public mind and guides the general public lifestyle and aesthetic trends in a long time, and the inheritance and transcendence of the traditional cultural has become the only way to explore and develop of the packaging design of the national characteristics.The point of departure of the thesis is from the traditional culture of the Chinese nation, the author has re-recognized the cultural elements of the traditional packaging materials, color view, traditional patterns, calligraphy and seal carving, traditional painting, and explored the enormous impact of the traditional culture to the modern packaging design, combining the functions of packaging,development history and current situation of Chinese modern packaging, by anglicizing pictures and illustrating examples of success stories elements of traditional Chinese culture in modern packaging design. |
