[Abstract] Commodity culture is the sum of all kinds of cultural elements based on commodities. It is both economic and cultural as well as social culture. This article focuses on the economic and cultural characteristics of commodity culture, and elaborates that the packaging design of commodities should create the use of commodity culture. Value creates the value and cultural added value of commodity culture, thereby enhancing the cultural taste of the commodity and artistically increasing the economic value of the commodity.

[Key words] commodity culture; packaging design; value; use value; cultural added value

"Creation" is originally a construction term, mainly referring to the "construction" and "fabrication" of a building. This article is used as a verb and can be understood as "business" or "creation." Commodity culture is the sum of all kinds of cultural elements based on commodities. It is both economic and cultural as well as social and cultural. The packaging design of the product culture, it includes two layers of meaning: refers to the choice of the cultural elements of the product, identification, integration into the packaging design; also refers to the cultural tradition is not obvious goods, artificial creation of the culture, two Harmony and unity. It is mainly reflected in the use value, value and cultural added value of commodity culture.

First, create the use value of commodity culture

The use value of commodity culture refers to a certain attribute that product culture can meet people's needs. American quality expert Dr. Milan pointed out: "Quality is practicality" refers to the use value of commodities, so packaging design should pursue "good packaging is the best strategy", that is, product quality and design must meet the characteristics of the contents, grades , and can not use packaging to mislead consumers. At present, in the packaging of increasingly mature and exquisite variety of products, we still find it difficult to find some flashy, lack of integrity of the packaging design. For example: A certain brand of powdered packaging, its packaging design and decoration design looks pretty good, but it has placed a large piece of white foam plastic, which put two empty bottles with poor shape, poor quality, Only a small plastic bag is packaged, and it does not add up to half the capacity displayed on the outer cover. These large pieces of foam and empty glass bottles, which do not play a role in protecting the goods and promoting consumption, not only increase the amount of waste that is not environmentally friendly, but also cause consumers to resent the hypocrisy of the packaging. In addition, there are packaging packages and goods are not appropriate, text content is inaccurate, misuse of advertising language, and other fraudulent packages of varying degrees, are also common in the mall. These lack of integrity of the packaging may be able to confuse consumers for a time to achieve the purpose of sales, but the loss is undoubtedly more business opportunities, greater interests, therefore, the integrity of service is the basic rules of modern packaging design should follow. This will not only help establish the image and reputation of commodities and enterprises, achieve the purpose of developing business opportunities, but also help maintain business ethics and order, enable the socialist market economy to develop healthily, and play a good role in commodity trade.

Along with the rapid development of the market economy, commodity packaging not only plays the role of wrapping and protecting commodities, but also bears the heavy responsibility of actively promoting and selling products. People often use it to understand commodities and understand commodities. The packaging of commodities undoubtedly becomes an attractive consumer. And to impress consumers with the key factors. In this way, how to achieve honest service has become the goal that packaging design must attach importance to and pursue. To achieve integrity in packaging design, we must emphasize people-oriented and give people convenience. Specifically, we must first design from the convenience of product display, use, and recycling. Japan’s Suntory’s can of beer can be folded according to the instructions on its packaging after recycling to facilitate recycling; followed by the packaging design criteria. Commercial game planning, the need for standardized design, packaging should be fully detailed description and verification data, there should be no false words, foreign packaging will appear on such a phrase: "Please eat after freezing," "Do not do Other uses", "warning, contain nuts, stay away from young children." In particular, today's goods are becoming more internationalized. Packaging design requires more regulation to avoid unnecessary troubles. Once again, it is public welfare. In the 1980s, British packaging was marked with “Children say no to danger!” U.S. packaging superscript There is "to prevent drugs!" Even the face of the lost child is printed on the side of the milk packaging. The purpose of doing so is to effectively protect the interests of consumers, but also become a selling point for the goods. The formulation of packaging design to create the use value of commodity culture was earlier, but in the new market conditions, people have new requirements for them. They are the indispensable unity of the commodity culture, so the packaging design is the product culture. The creation of connotation has a very realistic meaning for consumers to enjoy "good and cheap" goods.

(to be continued)