Packaging Promotion Design and Ethnic Culture (II)

(III) National Color Hobby and Promotion Design

Due to the different customs and habits of various countries and regions, the visual sensations that color can convey to people are different. Therefore, the use of color should take into account the color preferences of different countries and regions. For example, in Europe, Germanic people like blue, red and white; Latin people like orange, yellow, red, black and gray; Slavs like red and brown; Norwegians love vivid colors, especially red, blue and green. Tricolor, which is related to long local winter time; Swedes do not use the blue and yellow colors that represent the country for business; Belgians avoid blue and wear blue clothes when encountering unlucky things, even if they see it in a dream. The blue thing is also thought to be unlucky the next day; the Dutch love orange and blue, orange is their festive color; Irish people love the traditional lacquer green, orange is their festive color; Irish people love the traditional grass Green; Switzerland is very popular with primary colors and shades of double colors. Swiss people do not wear black clothes, because black clothes are mourning clothes, but they are very welcome for black cars. Here, the red flag is very popular; in Austria, green is the most popular. Green dress is considered noble.

In the Middle East, the Iraqi passenger transport industry uses red, and the olives of the national flag are commercially avoided; Syrians like blue-blue, followed by green and red, and usually avoid the death of yellow; Tunisia’s Muslims love green, white, and red. When the Ethiopians wore pale yellow clothes, they expressed deep sorrow for the deceased, so the package should not be light yellow. In the Americas, the colors of Americans are generally not particularly good or bad, but they pay great attention to the research and implementation of specific colors of commodity packaging so that people can identify the products from color; Cuba is greatly influenced by the United States, and its color preference is also similar to that of the United States; in Mexico, people’s plants are panned. Use the red, white, and green colors that represent the colors of the country; Brazilians think that purple means sadness, yellow means despair, and purple and yellow colors cause omissions. They also don't like dark brown color, thinking that people die like yellow leaves from The tree comes up; Paraguay generally likes the bright colors; in Venezuela, red, green, tea, white and black represent the five major domestic parties, and the general merchandise packaging does not need the above five colors.

In Asia, Malaysian yellow is the color used by the royal family and is generally not used for packaging of goods; India is popular for red, yellow, black and gold; Turkish people generally prefer vivid colors, crimson and white are more popular; Pakistan is also popular with vivid colors, with national flags. Emerald green is the most beautiful.

(D) Digital and Promotional Design

Due to ethnic differences, differences in religious beliefs, and changes in the times, numbers are highly regarded in many countries and regions. Residents in many parts of the world also have great superstitions about numbers. In the packaging and sales of goods, these figures must be taken seriously and must not be made to the consumers of the place of sale. Otherwise, it will cause unnecessary losses.

Some figures may mean good luck in many countries, and may represent unlucky things for other countries. Many countries in Europe and America are most jealous of the “Thirteen” figure, which is rooted in stories from Christian legends: “The Last Supper” "In Christ, Jesus Christ and his disciples were eating together. The thirteenth man called Judas, who sold Jesus to Judaism for 30 silver coins. Because of his betrayal and treason, Jesus was crucified." The story is widely spread and has a profound influence, so Westerners still regard the number as an ominous "13." The French city house number is replaced by "Twelve A" when it is arranged to "Thirteen"; The change of the village to the new street sign was ranked as "the head of the household on the 13th, and it was sued in the court. The result was a victory. Many high-rise buildings in China that accept foreign guests do not generally use the “Thirteen” figure in order to respect the customs and habits of certain foreign guests. Therefore, our export goods cannot be packaged together in thirteen pieces, or "13.

As Chinese “4” and “death” have similar pronunciations, many people in the East, especially South Korea and Japan, have seen “4” as a sign of misfortune, which is no less than the taboo of Westerners. ". Hong Kong’s “four is taboo, because in the factory East dialect “four” and “death” are homonyms, so people rarely use “four, when the non-said “four” is not met, they use “two pairs” or “ Two two" instead. In Singapore, except for "4" and "13," "7, 8, 37, 69" is generally avoided.

In some African countries, people express good or bad luck in odd or even numbers. Most countries believe that the odd numbers of "one, three, five, seven, nine" are negative; the even numbers of "second, fourth, sixth, eighth, and tenth" are positive or auspicious; while the Botswana people in Africa regard odd numbers as positive; Egyptians also believe that "three, five, seven, nine" is good.

(five) language and promotional design

Language and language are an important part of a country's culture. Its form reflects the country's cultural features and cultural heritage. The role of language in the design of commodity packaging is extremely important. The choice of language and language, both at home and abroad, should be based on the characteristics of goods, cultural connotations and the target market's habitual usage of language and words. Otherwise, there will be language ambiguity or contradictory language taboos, which will seriously affect the market entry of products. GM’s once-popular Chevrolet and Rovers cars encountered Waterloo when they were selling in Mexico, because the word “NoVA” was used in Spanish in the area to mean “cannot move”. Coincidentally, the PepsiCo company once popularized - H, ~ "The theme of advertising with PepsiCo to survive, did not succeed in Thailand as expected, because this sentence is translated in Thai with "Pepsi together with the meaning of coming from the grave. In the 1980s, China's high-quality export product "Fangfang" brand powdered powder was designed with the words "FangFang BABY" on the packaging box, and the Chinese Pinyin "Fang has the meaning of "spike tooth and fangs" in English. Such goods are sold in the English area. In the 1920s, when Coca-Cola entered the Chinese market, it was once translated as “thirsty and waxy, and the sales volume was very low after the product was put on the market, because many people understood it as “a drink when thirsty.” Wax is not purchased.

Ethnic culture is the most widely-viewed national complex in terms of level, and it is the mother of human existence, development and artistic design. The packaging art of goods must be based on national culture, combining market research with learning from the excellent ethnic cultures of various countries, combining the guidance of design consciousness, the control of styles and the implementation of design methods, from macroscopic to microscopic, from form to content, From the whole to the local, it correctly grasps the dependency relationship between the packaging design of products and the national culture, so as to accurately implement the design intent and achieve the purpose of promotion and beautification.

China Packaging Industry Chen Rui Zhao Huapeng Xi'an University of Technology