[ABSTRACT] With the approaching of the Olympics and the World Expo, China's foreign trade exchanges have become more frequent and the tourism industry has been warming up. There is a higher demand for the packaging of souvenirs. This paper discusses the packaging design of souvenirs from three aspects and discusses packaging. The design should focus on the excavation of cultural connotation and the shaping of brand image, and introduce the use of packaging materials.

[Key words] tourist souvenirs, packaging design, cultural connotation, natural materials, serialization, brand image


With the further expansion of China’s opening to the outside world, foreign exchanges and trade exchanges have become more frequent. In particular, after China successfully obtained the qualifications to host the Olympic Games and the World Expo, tourists from all countries who come to China to travel and do business are increasing. The warming of the tourism industry has brought prosperity to the tourism market, and it has also given birth to huge business opportunities. In order to attract the attention of tourists, many businesses have carefully designed souvenirs with unique features. However, in today's overwhelming information society, it is impossible to make products stand out without good packaging. As the saying goes: "People rely on clothing, horses rely on saddle." Packaging as a product of the coat, not only to pass the most basic information to consumers, but also in the embodiment of the product's cultural connotation. In particular, souvenir packaging, in the face of friends from all corners of the globe, its packaging design can not only consider the use, aesthetic and sales functions, but also give a certain degree of national culture and environmental awareness. At this time, the small souvenir wrapper has exceeded its original meaning of existence and has become an emblem that conveys the sentiments of different nations, records good memories, and embodies the science and technology of the country of production, cultural level and way of life, and social morality. In view of this, this article tries to explore the souvenir packaging design from the following aspects:

(1) Souvenir packaging design should highlight traditional culture, ethnic characteristics and characteristics of the times.

The famous cultural anthropologist Malinowski stated that "in the human social life, the needs of all living creatures have been transformed into cultural needs." Tourism as a short-term lifestyle, tourists are pursuing exotic cultures. Enjoy and good memories. Souvenirs as a carrier of culture, each one engraved with tourists an unforgettable experience of different places, all reflect different ethnic customs. Especially for foreign tourists, their lifestyles and ideas are very different from ours. The more “Chinese taste” souvenirs tend to attract tourists. At the 2001 Shanghai APEG conference, the popularity of Tang suits and Chinese knots was enough to illustrate this point. Packaging as a souvenir must match its internal product. Although it cannot be said that people can use their appearances, the beautiful appearance is, after all, the first and foremost condition for impressing travelers. In the past, China’s products have always been “first-rate products, second-rate packaging, and third-rate prices” internationally. To break this situation, it is imperative that the level of packaging design be improved. In today's technology homogenization, we must pay particular attention to the cultural aspects of design. Therefore, packaging design should be regarded as a form of culture to strengthen its cultural design, enrich the expression of visual language, and effectively convey national sentiment. Of course, the culture that should be expressed in packaging design at this time does not refer to the cultural tradition of the country alone, but is a complex that coexists with the times. During the World Expo in Osaka, Japan, in 1990, 10 million souvenirs were sold, which created a high level of economic efficiency. This is inseparable from the effective promotion of nationalized packaging. It was reported that many tourists at that time dumped all their purchases of Japanese-style souvenirs, and even those who even had beautifully packaged toothbrushes, soaps, etc. at the hotel also brought home. Looking at Japan's packaging design, it is not difficult to find that Japanese packaging is not only pleasing to the eye but also quite cultural. Its pattern style, text form, and color use all show a strong “peace”, seemingly random, but in fact the carefully arranged points, lines, and faces show the ethereal and charm of traditional Japanese culture. But Japan's packaging is not just nationalization. Its pattern distribution, text layout, and color matching also make people have no doubt about the sense of the times it has. Those points, lines, and faces also have the boldness and boldness of western culture. The success of Japan's packaging is that it fully promotes the superior value of traditional culture, while at the same time it absorbs the essence of Western culture and design in all aspects, and it can be skillfully combined. For example, some Japanese packaging incorporates the traditional painting of Faust into a design with a new aesthetic form, so that the packaging has both a sense of nationality and a sense of modernity. As shown in Figure 1. The Chinese nation has a splendid history, extensive and profound traditional culture, inherits and propagates the advantages of traditional culture, and turns it into a selling point on the market. It is an important challenge in the current packaging design. In addition, various ethnic groups in China have various traditional packaging forms, unique shapes, distinctive decorative styles and strong local styles. This is also a huge resource for designers to develop. The dragon, phoenix and auspicious designs have always been elements commonly used in our traditional packaging. In fact, there are abundant materials for our selection in our country's folk art. For example, the tea packaging designed by the Hong Kong designer Chen Youjian has incorporated the old teahouse line drawing into the design. From its packaging, Figure 2 can tell the tea's long history and profound cultural complex.

Packaging should have cultural taste, but not an ancient painting or folk pattern as a pattern, not in the "Calligraphy Dictionary" to find a few words to put things together, not to use big red, green, gold and silver Can show the cultural. Packaging design should be expressed in an artful visual language, but it must not be copied and expressed in perfect harmony. As a packaging designer, only a certain understanding of the country's traditional culture, local characteristics, folk arts, a deeper study of modern aesthetics, a full understanding of consumer psychology, so as to design a work with contemporary flavor and cultural connotation.


(2) The souvenir packaging design focuses on natural materials, emphasizes health and environmental protection, and strives to meet international standards.

Selection of souvenir packaging materials should be based on natural materials, such as paper, bamboo, wood, mud, plant stems and leaves and other natural materials, according to local conditions, the use of materials to design and manufacture a variety of packaging items. Traditional natural packaging materials appear in three forms: original state, simple processing, and elaborate decoration. This not only embodies the three major destinations of the Eastern traditional aesthetics concept, but it is not decorated with natural beauty as the natural beauty, and it is not as natural as the decoration. It is the harmonious beauty of gentleness. The natural beauty is famous for the beauty of art and it also reflects the modern world. Human environmental awareness. The wood used for packaging is either kept in its original state or is polished and polished, such as various types of boxes and boxes made of Phoebe and eucalyptus, which are used to store pens, ink, books, paintings, and other objects. A very cultural grade packaging materials. Paper is either thin or thick, or it is rough and rough. Bamboo, or directly take it into knots or peel its skin and then prepare a device. China's bamboo resources are abundant. Bamboo materials are both environmentally friendly and popular among consumers. As shown in Figure 3, the 9th edition of the “East China Packaging Award” “Xinghuacun Fenjiu Series” uses bamboo design to create various types of packaging. Bring people a new feeling and experience. In addition, leaves and skins of plants can also be the preferred materials for packaging, such as bamboo shoots for packaging tea in Fujian, and coconut shells for souvenirs in Hainan. Pottery and glass products that are fired are also good choices for packaging materials. Modern people pay more attention to getting close to nature from the visual and tactile sensations of natural materials. Especially hand-made or similarly hand-crafted items are highly favored by the human warmth they embody. This is also the traditional idea of ​​“Heaven and Man”. Another manifestation of this, but also caters to the world's pursuit of green packaging. After China's accession to the WTO, the level of environmental protection index of packaging materials directly affects the convergence of products with the international market. The first International Packaging Information Conference proposed the LCA ecological cycle rules, and put forward new requirements for packaging design, such as reducing the use of packaging materials, Reduce packaging volume, increase the use of recyclable materials, etc. On the packaging material, souvenir packaging can also reflect the thick, simple atmosphere by the application of material contrast and natural texture. It can also make use of recycled paper to build a new image of packaging. Many countries in the world have already adopted recycled paper. To do the packaging material. In Figure 4, Nepal uses souvenir packaging that can be recycled paper. Therefore, the designer needs to understand the characteristics of natural materials, use natural features, and reorganize the design so that the package presents a new visual form.

(3) Souvenir packaging series design and brand image creation.

The packaging of souvenirs generally belongs to sales packaging, which can be divided into independent design packaging and universal design packaging. Individually designed packaging means that each souvenir is individually packaged. Universal packaging design refers to the use of a uniform packaging design for souvenirs of different types and levels, that is, serialized design, different packaging sizes, and consistent form design, such as packaging paper, packaging bags, and packaging boxes. This will help shape the brand. Souvenirs are scattered around the globe along with the tourists' footprints. They are not only the propaganda of tourism sites, but also the extension of souvenir brands. 97 Hong Kong Tourism Festival Souvenir Packaging With its gorgeous colors, the serialized packaging has shown Hong Kong as an international “dynamic capital”. As shown in Figure 5. In today's world, brand image is the guarantee for the safety and reputation of consumers when purchasing. The effective identification of packaging is a further recognition of the brand image, and it is also a factor that must be considered in the packaging design. For example, Tianjin's “Tao Zhang” colorful paint and “Yang Liuqing” New Year's pictures all have their own special packaging identification. The shaping of brand image is conducive to deep communication and psychological identification with consumers. In today's highly homogenized products, the scientific and technological content of products is no longer a problem. Packaging is becoming the externalization of brand image. As a silent salesman, how to impress consumers in the shortest possible time and how to package in many similar packages? In order to highlight the cultural charm of souvenirs more effectively, it is necessary to strengthen the cultural image recognition of packaging. For designers, it is essential for designers to understand non-material factors such as international fashion trends, consumer culture and local folk customs.

Tourism has become a new way of life for humanity in the 21st century and it has also become a new economic growth point in the world today. The rapid development of tourism can not be separated from the development of souvenirs. Raising the level of souvenir packaging design helps to reflect the cultural connotation of the souvenirs and invisibly reflects the national culture, scientific and technological strength and ideological level of a country. It is no exaggeration. Said that the packaging of souvenirs is a country, a region's overall image of the enrichment. Therefore, the study of souvenir packaging design still requires the designer to unremittingly explore and discover some unique connotations and a higher aesthetic interest in packaging, and maintain a focus on traditional culture and ethnic style and deepen the physical examination. Nature, green pursuit of health and environmental protection.

Source: <Chinese Packaging>

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