As a technology and industry closely related to human life, packaging has not only existed as a function of the protection and storage of commodities in the modern society. To a large extent, it has become a beautifying and publicizing product to facilitate and satisfy consumers. , Passing bridges between merchants and consumer information, and continuously influencing the sale of goods. In the face of dazzling arrays of goods, consumers sometimes seem at a loss, and personalized packaging undoubtedly becomes the public's guide, and dictates the unique consumption mentality of modern people. In the 21st century, due to the influence of computer technology and media, the development of advanced printing technologies, and the popularization of various sales methods, especially the popularization of supermarket chains and unsold goods, the scope of sales and distribution of commodities is gradually expanding. Packaging must adapt to modern development, continue to innovate and improve, and better play its essence to meet consumer needs and protect, promote, beautify, facilitate equivalence, and have a profound impact on the market competitiveness of products. The following will discuss the innovation of modern packaging from the perspectives of integrated packaging, diversity packaging, green packaging, and cultural packaging.

First, traditional packaging and problems

As the saying goes, “Buddha wants gold, people want clothing, and goods need to be packaged”, which fully explains the connotation of packaging. Packaging is an indispensable part of the constituent products. After the product is packaged, it can be sold as a commodity. Packaging can represent businesses and can also represent the country. The traditional packaging concept emphasizes the protection function, giving people a traditional concept that the package is a package or a box. Modern packaging, on the other hand, emphasizes the essence of meeting product needs and satisfying consumer needs. The most important one is the nature of packaging satisfaction and consumer needs. The concept of consumers varies widely. This requires that packaging must be positioned and oriented in terms of integrity, diversity, environmental protection, and cultural characteristics, so as to further develop and innovate.

Looking at traditional packaging, there are four light phenomena due to the concept of positioning. The first is the issue of heavy-duty light-loading. For the product's decorative beautification technology lags behind the protection function, the overall utility of the package cannot be reflected, especially the packaging does not have an organic combination of the brand and the product's role. Followed by heavy light materials. Pay attention to the appearance of the packaging structure, and the selection of packaging materials is not considered properly, not only caused the packaging, but also caused waste and environmental pollution. The second is to re-import light development. The emphasis on the introduction of packaging from the West or the developed countries has promoted the development of the domestic packaging industry, but it has neglected the development and mining of cultures with national characteristics for packaging. Therefore, the advantages of international competitiveness of packaging products are not obvious. The last is to re-use light integration. A kind of packaging is introduced. Nearly the same product is immediately followed and used. However, few advanced printing technologies, biochemical technologies, advertising technologies, can-making technologies, and paper technologies are combined to design diverse packaging products to meet consumer needs. The use of traditional packaging is more than unconventional packaging, especially in supermarkets where there is no sales. Characteristic and diverse product packaging is often favored by consumers and available for them to choose. The four-pack problem of packaging illustrates the limitations of traditional packaging technology, and the modern packaging innovations such as product integral packaging, diversity packaging, green packaging, and cultural packaging will be the hotspots and development directions of modern packaging.

Second, modern packaging

Innovation One: Overall Packaging

China can produce world-class products, but it lacks the brands most valued by the international market. Therefore, in the international market, many Chinese-made products mean: first-class products, second-rate packaging, and third-rate prices. The brand has become a “bottleneck” for Chinese companies to participate in international competition and weakened their competitive strength. Modern packaging has special effects in market economy and globalization. It plays an important role in developing markets, creating markets, and developing markets. The overall packaging is based on this role and can be proposed and developed. The overall packaging is the integration of the elements of the company, products, marketing, and consumers, and takes an overall, scientific, and packaging design or branding that helps to express the characteristics of the product and meets the needs of consumers. The contents of the overall package include: display of product features, trademark design, corporate joint management policy, product classification of trademarks and packaging, packages of incidental documents and gifts of the plan, advertising planning and advertising chain reaction and so on. If enterprises fully use the above elements on the packaging, the competitive power of the company will be very obvious. In daily life, we feel that some world-renowned companies such as Coca-Cola, McDonald's and other packaging is relatively simple, compared with similar domestic packaging, can not tell where good, but the overall effect is very good, strong impact, coupled with environmental protection Packaging, thoughtful packaging recycling channels, etc. In-depth consumer psychology strategy is that some children see the Coca-Cola, McDonald's logo, will also say its packaging, advertising words or gifts, facilities, etc., which is the overall packaging effect and brand effect.

Innovation II: Diversity Packaging

With the development of economy, modern people's lifestyles and consumption patterns have been greatly changed. They pay more attention to self, more emphasis on individuality, have their own opinions on the concept of packaging, and have various choices for packaging. Especially in the supermarkets of choice, no one can guarantee which kind of packaging consumers prefer, and ultimately choose the desired product. Therefore, companies must integrate the above factors and fully consider when designing product packaging. We will find that the packaging industry led by new technologies and new ideas is driving the innovation and development of packaging. The large printing and packaging company North China Dale Printing & Packaging Co., Ltd. is applying the latest printing and packaging technology to its global customer products. The printing equipment they produced, such as plate making, paper cutting, hot stamping, and stamping, provided a powerful guarantee for packaging design and application. In the future market, we will increasingly find that packaging is all-inclusive, colorful, and varied.

The traditional wine packaging is mainly based on glass bottles. In the current market, metal cans, plastic bags, polyester bottles and other packaging are equally divided, while glass bottles are inexpensive and fresh, and metal cans are of good shape. The easy-to-carry effect and the safe use of PET bottles make it easy for consumers to decide which packaging is best-selling or eliminated. For packaging technology leading and occupying a large share of cosmetics packaging, it is even more varied, useful simulation techniques such as simulating male and female lines for packaging, useful symbolic means such as shape, color, line, etc. for packaging, useful celebrities Contrasts, demonstrations, exaggerations, etc. of effects, etc. We can see that new packaging products continue to appear in the market and lead the trend of packaging. However, old packaging products never exit the market quickly, stabilizing a certain class of consumer groups. Therefore, the colorful and flexible packaging will be one of the strategies that packaging design and enterprises should pay attention to. Whose product packaging design is people-oriented and constantly changing, and whoever adapts to consumers will adapt to the market.

Innovation III: Green Packaging

Green packaging is not only environmental packaging but also ecological packaging. The concept refers to packaging that can be recycled and will not cause pollution to the environment. It covers the entire process of selection, manufacture, use, recycling, disposal, and reuse of packaging materials that should meet the requirements of environmental protection. The rapid development of China's packaging industry, different understanding of green packaging at different times, but summed up into two major stages: the first stage from the 20th century to the end of the 20th century, the choice of packaging materials is the use and use of perspectives, people We all know the truth of green packaging, but we cannot help the temptation of economy. Therefore, convenient foams, non-degradable plastics, etc. are used in the packaging of everyday products. So-called "white pollution" can be seen everywhere in our lives. At the end of the 20th century, green packaging materials were valued and promoted, white pollution control achieved results, and a series of green packaging technologies were studied, improved, and applied. The second stage is from the late 20th century to the 21st century. Green packaging not only refers to the use of green materials. People understand the concept of green packaging as a process of environmental protection. It is pollution-free, pollution-free and recyclable, and can promote sustainable development. package of. As a result, the negative effects of "over-packaging" were taken seriously. Recycling packaging and collection of turnaround transport packaging technologies were studied and used. According to reports, Beijing's existing urban garbage cleanup process found that: White pollutants have been significantly reduced compared to the past, and "over-packaged" items have increased significantly. This indicates that the use of green materials is not a green package, and the waste packaging is not green. package. At the same time, due to the packaging problem, China’s export trade losses amounted to several billion U.S. dollars. Therefore, the implementation of green packaging is not only conducive to the protection of the environment, but also one of the main measures to promote economic development. In the green packaging of products, the first thing to do is to choose environmentally friendly materials, avoid excessive packaging, use packaging that can be recycled, and increase the level of logistics and transportation. It can be expected that for the national products that are going to the world and participate in international competition, packaging is the final link. Whether or not packaging is green will be one of the factors for the success of trade. Therefore, green packaging is not only a problem faced by the packaging industry, but also should be the product of the enterprise. Problems that everyone cares about, such as solving problems, have won the market.

Innovation 4: Culture Packaging

In the packaging industry, foreigners can say that China's product packaging has benefited a great deal from its use in China, but we are lacking in the excavation of national culture and have not formed a unique cultural packaging in China. The so-called cultural packaging evaporates the thousands of years of civilization history of the Chinese nation, integrates the spiritual civilization and material civilization manifested and precipitated in the process of packaging development, and comprehensively reflects the Chinese nation’s politics, economy, culture and art, social life and so on with unique methods. To express the packaging. The techniques of expression include the use of Chinese traditional paper cutting, weaving, calligraphy, painting, hand-painted painting, pottery, and so on. Cultural packaging is the general term for the combination of culture and product packaging. It is the use of national characteristics of the process, combined with product and packaging design, to achieve the essence of packaging. Cultural packaging should have four characteristics: one has a long history; the other has a unique process; the third must be a nation, which has had an impact on people's lives; the fourth is aesthetic and environmental protection. Now the popularity of Tangzhuang has played a very good role in promoting the positioning of cultural packaging. In fact, Tangzhuang is a cultural package for people.

In order to go to the world, our country's commodities must have first-rate packaging in addition to first-class quality. The most competitive packaging here is the cultural connotation of national characteristics. China's more well-known wine products such as Maotai, Apricot and other cultural packaging, increased brand awareness, to the world; pharmaceutical companies Wanxi Pharmaceutical Park, Zhongjing Liu Wei Di Huang Wan and other cultural packaging, won the market. In the era of natural economy, cultural packaging is only the preservation of the value of the use of goods, and has played an active role in accelerating social wealth accumulation and promoting social development. Ancient people knew that the use of leaves such as lotus leaf wrapped food, and later developed into bamboo, fruit shells, etc., China's silk enamel, the use of pottery, bamboo weaving and other commodity packaging once attracted worldwide attention in the international market. In the era of commodity economy, cultural packaging has made packaging more complete, and has promoted the shaping of brands and the expansion of product markets. In the homogenization of products today, packaging has become more and more important, and has become a pillar industry. Cultural packaging, with its rich cultural heritage, plays an invisible role in perfecting the protection of the use value of goods and promoting the realization of brand value. . In the international market, as people are concerned about the cultural traditions and customs of different ethnic groups, cultural packaging has become a package that attracts foreign consumers' psychology, breaking the boundaries of the scope of product value and promoting the development of foreign trade. It can be expected that in the increasingly competitive domestic and foreign market conditions, the quality and price of commodities are the basis of competition, and cultural packaging is worthy of paying attention to the promotion of commodities. We should tap into the long history and profound culture of the nation to endow modern technologies with new technologies. In packaging innovation, so that cultural packaging for goods and services, creating value.

In the modern society, companies are increasingly attaching importance to product packaging. Packaging is the terminal process of a product. Products go to the market through packaging, become a commodity, and packaging becomes the primary image representative of a product. Packaging new technologies and new equipment are increasingly being valued and applied by packaging designers. We can