簡約風格包裝設計研究

Abstract

摘 要

簡約設計(Minimalist Design)是源於20世紀初期的西方現代主義，特色是將設計的元素、色彩、原材料簡化到最少的程度，但對色彩、材料的質感要求很高，強調一切精簡到極致，保留最精華的部分。因此，簡約的設計通常非常含蓄，往往能達到以少勝多、以簡勝繁的效果。誠如歐洲現代主義建築大師Mies Vander Rohe的名言： 「少即是多」(Less is more)，被認為是代表簡約主義的核心思想 (The core ideas)。 商業包裝作為溝通生產者與消費者的一道橋樑，它隨著科技與生活水平的發展，其設計理念亦不斷的更新；包裝設計歷經由繁到簡、由複雜到簡約的發展過程。尤其，包裝在商業的刺激下，朝向著多元豐富的型態變化，甚至是過於誇大複雜形式表現，這種過度重視外表包裝的商業風氣與不當的消費習慣，形成過度包裝造成環境生態的負擔。故此現代生活型態漸趨繁雜的社會裡，人們尋求簡單、回歸自然自在生活，簡約風格的設計在建築、空間、產品、平面各領域中成為流行風尚，並影響著人們的思維觀念、價值觀以及生活觀念。簡約風格以簡單的視覺語彙，實現事物本質的精神與現代人冀望簡單樸實的心靈層面不謀而合。 因此，本文以簡約風格為研究之主旨，其目的即在探討當代簡約風格在包裝設計中所具備的內涵與外在表現手法，作一根源性的探討，藉由這種考察本文試圖釐清下列議題：(1)現代「簡約」風格的包裝設計在不同領域表現之方式如何；(2)實現「簡約」風格在包裝設計的環保意識，創作符合現代環保精神的包裝設計；(3) 「簡約」風格的包裝設計融入現代科技RFID的新包裝概念，使包裝走向新的科技領域。 如果說設計的本質是排列、連結各種事物的活動，這樣的發展，表面來說，即從複雜的社會文化走向簡單的人類「天生」的知覺，這現象似乎很符合簡約的字義，更得以減少視覺和心靈的負擔。Minimalism originates from Modernism in the early 20th Century. Its key features are to make elements, colours and materials stripped to their absolute essentials. It only keeps the simplest form to make sure the quality is the finest.

Therefore, minimalist designs appear to be implicit. With their essential and elemental aspects, minimalist designs normally manage to have greater impact than complicated, multi-faceted ones. Minimalism is often associated with the modern architect Mies Vander Rohe’s quotation, ‘less is more’, which is considered as the core ideas of Minimalism.

Commercial packaging conveys the message from the producers to the consumers. As the development of the technology and living conditions, the packaging design has also been evolving from sophisticated to simple.

The purpose of boosting sales gave impetus to the need for more lavish or even excessive packaging. The focus on multiple packaging and inappropriate consumption habits have become a burden to the environment. Nowadays, people are seeking peace and simplicity in the hectic and complex daily life. Minimalist design has therefore penetrated many fields of architecture, space, produce and graphics. It has also had influences on people’s thinking, values and concepts. Minimalism conveys its message through simplicity and essence and it is indeed what meets people’s desire for simple and unsophisticated things.

This paper aims to study Minimalist styles, and to discuss modern Minimalist designs’ purpose and their appearances. It hopes to clarify the following issues: (1) How Minimalist-style packaging is presented in different fields, (2) The environmental awareness showed in packaging designs which applied Minimalism, (3) How Minimalist design and modern technology RFID are integrated to form a new era.

The essence of design is to connect MI, BI and VI through the arrangement of components such as texts, colours and space. Therefore, with this in mind, people are seeking to be closer to simple, natural forms. This concept meets the purpose of Minimalism and gives people space to breathe. It also relieves the burdens imposed on people when seeing over packaging designs.