Research on the Concept of Harmony in Packaging Design: Based on the Concept of Harmony in Commercial Packaging Design

Abstract: This paper highlights the importance of rational aesthetics in packaging design, drawing inspiration from contemporary society’s emphasis on green, eco-friendly, and harmonious principles. It analyzes the need to approach commercial packaging design with rationality to reduce wasteful excesses. The study argues that commercial packaging designers should take responsibility for fostering healthy consumption habits and guiding consumer behavior correctly. By discussing the importance of packaging and promoting the “displaying the essence” design philosophy, the paper suggests that designers should approach packaging design rationally, ensuring that designs reflect the characteristics of the times and consumer habits, and ultimately adhere to the principle of “people-oriented” design.

Keywords: Mooncakes, Product Packaging, Design, Harmony

I. Introduction

We live in a world of material exchange where shopping is a daily necessity. Supermarkets, shopping centers, and stores offer countless goods for people to choose from, and at this point, the visual factors of product packaging become the key to showcasing a product’s advantages and influencing consumer choice. Packaging design is not only a science of emotional communication but also an aesthetic of life. Commercial packaging design reflects the culture, economy, technology, and lifestyle of a specific social period. The act of packaging a product seeks beauty and fulfills psychological needs. As early as the Spring and Autumn Period in China, the idiom “buying the box and returning the pearl” demonstrated the importance of packaging in commercial operations and the value of exquisite craftsmanship.

II. The Proposal of Rational Design and Consumption

The national standard General Terminology of Packaging defines packaging as: “Packaging is the totality of containers, materials, and auxiliary items used to protect products during the circulation process, facilitate identification, sale, and use.”

With the development of technology and the economy, high-standard and beautifully designed packaging can expand the image of a company’s products and further elevate their cultural and market value. To meet the rising material consumption levels of people, new technologies, materials, and processes have been extensively applied in the packaging industry, leading to an increase in packaging’s added value. Packaging design has often prioritized artistic value over economic considerations.

Mooncakes, as gifts during the Mid-Autumn Festival, are products with a short shelf life. However, businesses often pursue novel packaging shapes and techniques, resulting in an overemphasis on packaging, which not only wastes materials but also directly or indirectly harms the environment. In the context of a harmonious and sustainable society, the values of material and spiritual aspects of packaging design deserve deeper consideration. How can commercial packaging achieve a balance where it satisfies both psychological and emotional needs?

III. Sustainable Development in Product Packaging Design

The Mid-Autumn Festival, or “Reunion Festival,” is a traditional Chinese holiday. The custom of eating mooncakes dates back to the Tang Dynasty, with the term “mooncake” first appearing in the Southern Song Dynasty. Mooncakes, symbolizing reunion, have a rich cultural foundation. They connect families, strengthen bonds, and evoke a sense of nostalgia. Initially packaged in simple paper or boxes, mooncake packaging has evolved towards luxury with the rise of consumerism. A high-quality packaging design should integrate form, function, material, and technology. Unfortunately, many businesses prioritize profit, while consumers focus on quality, and design has become the only tool to mediate this conflict.

Due to consumerism and fierce market competition, numerous new materials and technologies have been introduced, often leading to packaging that is overly elaborate. Consumers are left confused—are they buying the product or the packaging? Statistics show that China’s cities produce nearly 150 million tons of waste annually, with about 80-90% generated by large and medium-sized cities. Of this, one-third is commercial packaging waste. Apart from mooncakes, excessive packaging is common in other sectors, such as electronics and health products. Under the premise of a harmonious society, slogans like “low-carbon design” and “green design” must move beyond mere words. The government should implement strict standards and regulations to curb material waste, promote recycling, and reduce indirect environmental pollution.

It is necessary to change the mindset that “fancier packaging equals higher product quality” and reject excessive, impractical, and lavish packaging designs. The planet’s resources cannot afford such extravagance. Countries like Japan, which once faced significant environmental damage, have demonstrated that with campaigns like the “Aichi World Expo,” green and harmonious concepts can effectively improve the environment.

IV. The Harmony Concept in Rational Packaging Design

Globalization has, in some ways, encouraged developed countries to exploit developing countries culturally and economically. Developing nations often bear the burden of environmental pollution, cheap labor, and resource depletion, which are exploited by more advanced economies. In these countries, highly polluting, non-degradable packaging materials are prevalent. In China’s current stage of development, packaging design must not blindly pursue visual appeal. Instead, packaging materials and processes that cause minimal harm to the environment should be prioritized.

Packaging design should emphasize materials that reflect local culture, are biodegradable, and can be reused. Merely chasing novelty in visual design is futile; it erodes a product’s unique identity and leads to the loss of authenticity.

V. Conclusion

Advances in modern technology have fueled unprecedented social progress. The widespread use of the internet has significantly impacted consumer habits, buying patterns, and preferences. In this unique commercial environment, it is vital to promote appropriate, people-centered packaging design. After all, design is both a responsibility and an attitude.

In summary, the harmony between rational design and environmental consciousness is crucial. Brands must prioritize green materials, governments should enhance recycling infrastructure, and designers should aim for balance between aesthetic appeal and practicality. Only through this approach can we promote sustainable development and make life better for all.