针对老年人的包装设计研究
针对老年人的包装设计研究,针对,老年人,包装,设计,研究,钻研
江苏师范大学本科生毕业设计英文翻译 基于包装设计的伦理研究A Study on Design Ethics Based on Package DesignAbstract:This paper discusses the combination of ethics and design art. The purpose of design is to satisfy and improve peoples pursuit for material and spirit through improving the design of materials. Design ethics endows package design with harmonious interpersonal relations, which properly meets with the problem of modern design art dealing with integrated design relationships and appeals the humanities spirit of design art from a new side. Interpreting the package design through exploring humanism actually endows a new value orientation on package design and eventually realizes humans harmonious development. This paper states the role of design ethics on package design development from three aspects which are practical value, aesthetic value and ethic value and explains the ethic development of package design. Keywords:design ethics; package design; practical value; aesthetic valueI. INTRODUCTIONThe impact of a product on society should be considered after it is released into the society. With the social development of every aspect and continuous accumulation of material values, people demand a higher requirement on life qualities at the time of enjoying the convenience of livelihood substances. At the same time, they have gradually involved into the stage of materialization. Design gradually becomes an important factor of influencing living quality. The more definite value standard and thinking guide are needed during the new era. So as social ethics can concord with social ideology, it plays a decisive role in the relocating and regulating design and order. As design ethics is a new design direction of the new era, it adds the theoretical guide with epochal character to design art. As package design is a part of design that exists in and it is needed to exist in every corner of humans life, it still needs new and correct knowledge of design ethics in order to appeal the humanity of package design. II. THE DEVELOPMENT OF DESIGN ARTThe core category of traditional ethics is social morality, for example, the primary operation target of value judgment on good and evil confines into the interpersonal relationships. However, modern ethics have expanded into the ultimate concern on humans on a whole aspect. All the framework systems related to humans are in the field, but the relationships between humans and technology, humans and nature have been in the field of ethics. Referring to The Great Learning, there is a saying that the way of Great Learning lies in the enlightenment of brilliant virtues, the remoulding of people, and the pursuit of ultimate goodness, which makes a comparison between brilliant virtues and knowledge. And the gradually arising humanized design, green design and even universal design are all attributed into the category of design ethics. Chinese ethics development has a long history and the process of design ethics is decentralized and complicated. Relatively speaking, the western design ethics is much more integrated, or more precisely it is much easier to explore the development trace. The real significant concept of design ethics is proposed by American design theorist Victor Papanek. At the end of 1960s, Victor Papanek wrote a book Design for the Real World. This book concentrates on the most urgent problem of humans need, which is faced by designers and the book emphasizes on the designers social and ethic values. In this book, he gets rid of three primary problems: firstly, designing for the whole humans but not for the minor prosperous countries; secondly, designing not only for the healthy people but also for the disabled people; thirdly, with earnest consideration of the usage of limited resources on the earth on which we live. According to the above ideas, Papaneks idea defines the role of design ethics on design while the development of design ethics can trace back to the crafts period. The most primary representative figure William Morris emphasizes again and again that product design and architectural design serve for all the people. And also he emphasizes the combination of application and aesthetics in the specific design. For him, practical but ugly design is not good design, which reflects his design idea of combination of application and aesthetics. The second development stage of design ethics is to start paying attention to the connection and harmonious problem of design and the environment about. It starts the exploration from the architectural design and then extends to every field including the reform on spirit and thought which is democracy trend and socialism trend of design. And it also includes the improvement on technology, especially some new materials and new application of form. Consequently, the standpoint and principle of designing for the rich and power begins to be broken. Frank Wright, the most characteristic master of modern architecture and design in America proposed the theory of prairie style and organic architecture which takes an initiative action. In 1919, the first college completely building for the education of development and design in the world Das Staatliches Bauhaus started the design road. The first president of Das Staatliches Bauhaus Gropius hopes that his design can serve for the majority of the population but not just for the minority of influential officials. This idea is the core content of modernistic design ideology. In 1920s, the design proposed by Bauhuas serves for the masses. And it serves for design and even for country. Gropius pointed out in the published work Bauhuass Point and Practice that our ambition is that the creative artist aloof from mortal life should be awaken up and make them recombine with the real worlds common work. At the same time, the serious and almost extreme utilitarian socialist psychological state of businessman should be enlarged and be made very human. The most concerning thing of orientation of architectural design based on common housing and dormitory proposed by Bauhuas is the basic housing problem for the social class with the least income, which completely reflects the aim of designing for the masses life. Decoration movement. Decorative, symbolism and many kinds of decorating pattern add to elegance for packing service. At the same time, the popular illustration technique of expression enrich the designs expressiveness. In 1930, the designer Max Ponty designed special Zingara picuter in cigarette case for Addidas Groupblue contracted package. In that time, it was fashion but not gaudy, the picture was contracted and beautiful, it gave people joyful sense, as it were magnum opus. (be shown as in the right figure)The main emphasis is goods function in modernism period; it stands function determines style. The problem need first deal with in package design is function problem, because every factors which determine package design should exist for function, in visual expression , Marlboro opposes using decorative picture and support laconic design pattern with a Bauhaus advocated architectural design was oriented by ordinary dwelling and dormitory, the lowest income social stratum who bring up the basic housing problem need the most strong vision wallop. Marlboro is a magnum opu(s in the right figure). be shown as care, embodying adequately the aim “design for popular life”. Design ethics develop the 3rd stage; the design is in relationship, it deals with the relationship between design and people, people and objects, and all times developing social reality, such as, resource problem, environment problem, commercial consumption culture and so on. They all demand that design adjust the times need, emphasize design ethics need. Due to modernism seek functions , it make the relationship between people and people, people and objects become unconcerned. And then post- modernism point out technique that design as decoration can reach ocular aesthetic pleasure, and pay more attention to consumers psychic gratification. Based on confirming modernisms utilitarian function, giving it personification and emotion in style. This is the content we talk about and it is not represent design ethics developments all process and content. But it refers to design ethics problem in a qualified sense. III. PACKAGE DESIGNS DEVELOPMENTPackage is the important connection in modern commerces development and marketing, modern package designdevelopment experience long development procedure as ethics. 3. 1 Package Design in Hand PeriodThe original purpose of package is aimed at protecting commodity , being convenient for carrying and storing. Package design specializes in taking use of many kinds of natural materials to use for goods package, such as, straw, hemp rope. Of course, it relates to the production capability. 3. 2 Package Design in New Art Movement PeriodAt the end of 19th century and beginning of 20th century, publishing has been increased, at the same time; it advances the package designs development. Package design is much influenced by a new art movement: the application of Package design in modernism period is also become complete accompanies modernism. And it forms some principles. 3. 3 Package Design in Modernism PeriodFunctionalism principleit viewpoint that pattern suits function, and then it forms succinct and vivid molding;Rationalism principleit emphasis that package design need more logos, we should look at package design from the scientific point of view. Machine aesthetics principlethe information allocation in package has some science and principle, as for packing box, some aspects of package have different information in sight. 3. 4 Package Design under CIS GuideIn the Fifties and Sixties, many countries in the world began to popularize CIS. For all company, package design is not a independent element, it is closely related to company. Package design under CIS guide has new features, package design use visual elements stipulated by CIS design. In design, it not only need visual image oneness, but also keep some change range, for example, goods package design suits with company image in CIBA company system design. 3. 5 Package Design under Post-Modernism InfluencePost-modernism come from in Sixties, in package design, the more expression is the tendency in package style, it pays more attention to region and humanization in design. Region is a problem for many designers. German philosopher Hegel said, every work of art has its time and its nation. In this time, Japans package design use many eastern and local picture and symbol , it wins laurels in the world. Humanization is very important feature of package design in this period. Package design pays more attention to consumers mental needs; freehand style and local color even more express humanistic care. IV. DESIGN ETHICS ANALYSIS IN PACKAGE DESIGNWhat is the package designs goal?Protecting goods, being easy to carry and store in primary period, but now it focus on satisfying consumers mental needs. Package in order to fit times development needs, it does not only service for present functional pattern, its more major meaning is the elements of societys formation system contained by design behavior. Package designs design function that is protracted, is not only limited by aesthetics, but also should promote to righteousness level. With economic development and business expansion, the designer must be based on the new historical background to think about the existing form and meaning of the design. The Decoration magazine organized the 2007 National Design and Education Forum in 2007, discussing the issue whether the design requires constraints from public morality or not, of which the public morality is the epitome of ethics. The study objects of ethics are man, the ethical relationship between man and man, and that between man and society, etc. The service object of design is man, that is, the goal direction of those design behaviors is the majority people, thus the packaging design should not only meet peoples material needs, but also focus and enhance peoples spiritual needs by the design of products. We can analyze the design of packaging design ethic from the three points, that is, practical value, aesthetic value, and ethical values, which are interrelated and influenced by each other. 4. 1 Practical valueTherefore, Shen Zi says that even though the craftsmen know how to make doors; however, if they dont know how to make the doors which are able to open and close, they dont know the key of making doors. In that case, only they know the key of the door that they can be considered as craftsmen who know how to make doors. Practical value is most basic part of the packaging design. Its satisfaction and security is the basic task and purpose of packaging design, which reflects the practical significance conveyed by the material properties of the design. The first layer of triple realms proposed by Professor Li Yanzu is the utilitarian use, which could be understood as should , proper and goodness in ethics. Should means that the designed things can be used, can meet the desire of the consumer demands, that is, the moral goodness. Ross and Ewing list the meaning of the concept of goodness, and it can be concluded from their lists that the goodness is: goodness is the effectiveness of meeting the needs, realizing the desires and achieving the purposes. The constructors shall focus on the wall thickness before the height. So does package design. Package should catch consumers eyes at their first sight. Once consumers go to find a commodity among the various goods on the shelf, a good package could help a commodity to give a good first impression and meet consumer demand; thereby consumers will focus further on it and thereby lead to their consumer behaviors. In 1962, MikaBlake proposed, “The responsibility of an industrial designer is to design useful and pleasing objects, and he should or at least could make them wonderful enough to exhibit the vital new society”, and the saying also can be applied in package design as well as its safety ideas. A designer should not focus on the safety of a product itself only, but also on the safety of consumers carriage, storage and usage of the product. It is exactly as Aristotle said in Nicomachean Ethics, “any technique, program, practice and choice should aim at some kindness. “ The use value which a package design should achieve is the representation and externalization of design behaviors and perfect results, that is, to fulfill “the demand, desire and motive that society cultivates morality. 4. 2 Aesthetic ValueArt is mans spiritual requirements, and is also a complicated unification of culture, fashion and experience in human nature. Its aesthetic value embodies the creation process of formal beauty coming from the design itself. The aesthetic value is of vital importance in value-producing process, and is an artistic value indeed. It originates both from the objective facts and the relationship between the subject and object. For the Confirmation of the aesthetic value, in design ethics, it also relates to should legitimate and kindness. Aristotle wrote: Obviously, kindness has dual meanings, one is that the thing itself is good, the other refers to kind means to achieve the kindness itself, if the practical value is means good, then aesthetic value can be called the kindness itself. The aesthetic value of a design is indeed the purpose of it - to provide people of joy and happiness. An Excellent packaging design should have perfect artistic quality, and packaging design itself is a decorating art. To chase a perfect aesthetic value of packaging, the initial attention should be pay to a unique design which is reflected by the color and decoration pattern design. Color is the most sensitive, rapidly-reflected visual information sign among all the visual elements. The color design of a packaging should be consistent with the property of the commodity, and prompt the consumers to imagine its features and function, such as the orange can reflects orange juice or orange fruit. 4. 3 Ethic ValueIn a narrow sense, the ethic value of design refers to a morality involvement which exceeds the utility value and aesthetic value. Compared to them, ethic value is defined as “spiritual kindness” of “the maximum kindness”. Prof. Li Yanzu emphasizes that: “In the area of design and creation, the ethical realm contains both ideal features and practical elements. The ideal features place it on the top of design. Meanwhile, the practicality exhibits its actual existence between the utility and aesthetic realm. The unified product of utility and aesthetics of the designer is also the product of its regularity and goal. To a design, those three parts can not be separated. Taking the need of the mass as a basic starting point can be not only regarded as a self-discipline of the design, but also as the moral and professional self-discipline of the designer, besides, this is also the basic ethical pursuits and moral orientation. Design aims at serving people, which has been a concept of consensus. Design uses scientific technology to create peoples life and things and environment required by their work, meanwhile, make man and things, man and environment, man and society coordinated. The core of design is for the man, and man here is that the biological person who is also of society. Besides presenting aesthetic and practical values, modern packaging design also blends in more modern ethical values. For example, the sense of environment protection now strikes root in the hearts of the people. Environmental awareness in modern society has become the consensus of most countries and designers. In the background of rapid development of society, nothing but no polluting and no harming commodity packaging design can eventually become consumers choice. The scientific outlook on development makes requests to design education, which is to design for people and society, and ultimately for the sustainable development of human beings. V. ETHIC THOUGHT ON PACKAGE DESIGNVittorio Magnago Lampugnani, the chief editor of Domus said, “We treat design as a patient, thorough, precise and competing work, and hope the product the work runs could be practical and delicate, while the situation in which we wish it could be an artwork is rare. However, the social function that needs reconstruction means that guiding it get out of simply desire and return to not only esthetics but also ethics. ” Modern design ethics is not a strange concept for modern package design, and design ethics has penetrated deeply into the field of design and gradually achieve humanization design of package design, that is to say, increasing human care is not just limited to satisfying psychological appeal according to shape, form and practicality of package, but pay more attention to the sustainable development of human, green design, the application of new materials. In fact, the strengthened environmental protection is the product of the new trend that the development of ethics in package design accomplishes package design. Package design, which focuses on design, is endowed with more humanistic and emotional connotation to realize the emotion exchange, culture identity and human care between designs and consumers. From the practical angle, package design based on design ethics uses humanism to paraphrase package design, and guides package design a new way to value, which is crucial for designers to reconstruct harmonious and systematic design ethic relation and to realize the harmonious and sustainable development. 基于包装设计的伦理研究摘要:本文讨论相结合的伦理与设计艺术。设计的目的是为
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