A review of Japan's cellulosic packaging during the last three decades

Dissertation for Master's Degree in Visual Communication

Abstract

This research, which was carried out in a descriptive and analytical method and collected information in a library and field method, was conducted with the aim of investigating the design of Japan's cellulosic packaging during the last three decades. The first packages in the world were made of materials that nature provided to mankind; Animal skins and fruits, tree trunks, all kinds of baskets and ropes for carrying goods are among these. Meanwhile, Japan's traditional cellulose packaging is truly an art, an art that applies complex design and the beauty of nature to simple objects that are used every day in normal life. In this art, natural materials such as bamboo, rice straw, hemp strings, paper and tree leaves have been transformed into containers, boxes, baskets and envelopes by artists. Because plastic and other chemicals in the packaging industry destroy nature; Today, industrialized countries are looking to use cellulosic materials for product packaging. Despite scientific advances and modern technologies, Japan's traditional packaging, which is rooted in its regional and climatic issues, has received much attention. Today, the artists of this country have not sacrificed the use of traditional packaging materials for mass production and use these materials as much as possible in their packaging in the best way and in accordance with modern designs. What is mentioned in the first chapter is related to the artistic atmosphere of Japan and familiarity with the spirits and thoughts of these people. In addition to creating modern works in accordance with today's tastes, Japan's graphics draws a lot of inspiration from its past works, therefore, since an important part of packaging design reviews is its graphics, in the second chapter, the visual backgrounds of Japan's graphics and its effects on the modern graphics of this country are given. What the third chapter is dedicated to is related to packaging; And it includes the background and traditional methods of packaging in Japan, which have inspired today's graphic and packaging designers of this country; In addition, examples of successful cellulosic packaging of Japan in the last three decades using the visual identities of Japan's past and in accordance with the modern spirit are given.  The last part is dedicated to the conclusion of this research, which was obtained from the examination of 252 samples of cellulose packaging related to the mentioned period; The results show the kind of connection and love of the Japanese people with nature, as well as the impact of the first beliefs of these people on its packaging.

It can be said that the use of low-value materials (in terms of materiality and availability) and trivial in nature as a valuable object in cellulose packaging and the connection with these materials, covering ordinary objects with multiple layers, to the extent of an important and sacred object, the use of natural motifs in packaging such as cherry blossom; Bamboo leaves, Mount Fuji and And cases like this, the effects of nature worship and the survival of the first beliefs of these people were and are on the packaging of this country.

Key words: Japanese cellulose packaging, Japanese graphics. Packaging design.

Introduction:

Packaging is a subset of applied arts that uses art, science and technology at the same time; For this reason, in addition to paying attention to aesthetic elements, the practical aspect of graphic art is the goal of creating a work. The role of graphic design and successful packaging of a product in exporting, entering global markets and as a result selling the product is undeniable. This is despite the fact that Iran's domestic industries are far from having such a successful thinking. Therefore, it is important to examine the examples of packaging produced in successful countries in this field - such as Japan - to improve this situation.

In Japan, we are facing old and new phenomena at the same time. For example, in a small agricultural farm, due to the lack of facilities, it uses natural materials around it, such as bamboo, rice straw, hemp strings, paper and tree leaves, for packaging and supplying its products. In another place of the same land, an artist uses these types of materials to create original works that are attractive to the world and have unique features, despite all kinds of modern facilities and technologies.This type of interaction has provided a special place for the graphic and packaging designers of this country among other industrialized and advanced countries. It can be said that Japan, as an eastern civilization, has naturally entered the era of modernity, without being cut off from its traditions.

Today, the Japanese have not sacrificed the culture of using their traditional packaging materials for mass production and use these materials in their packaging in the best way and according to modern designs as much as possible. The reasons for the Japanese success in packaging, especially cellulose packaging (the use of natural plant-based materials) from the past to the present can be seen in the psychological aspects of Japanese culture, especially their relationship with nature. This kind of friendship with nature has made the graphic designers of this country, inspired by the beauty of nature, achieve more creative results than the designers of western countries, and this spirit not only does not stop their designs from becoming modern, but also provides them with purer ideas.

In the recent period, with the issue of the environment and efforts to preserve it, all attention has been drawn to the traditional packaging of this country and the use of natural materials in it. The art of packaging with cellulosic materials in Japan has gone through a long period from ancient times to the present day, these packages were first produced without any practical thought and theory, and after years of experimenting and using unconsciously, they have taken their current form. Today, many successful packages are packed with natural and environmentally friendly materials, most of which have been known as a special style of packaging in this country since the past. Apart from the use of natural and traditional materials in today's Japanese packaging, paper or cardboard packaging in this country has appropriate graphics, which also show attention to Japanese identities. One of the important points that a graphic designer in packaging should pay attention to is respecting local and cultural elements and showing the identity of the product. The packaging of Japanese products are good examples of product presentation with these points in mind; This country, which has considerable visual arts and graphics in the current century, is one of the few countries that has created valuable works in the reflections and interactions and dominance of the Western world, which has the modernity and atmosphere of Western culture. But at the same time, it has preserved its cultural identity in accordance with its history and background in these works. In fact, the Japanese artist draws inspiration from the works of the past to flavor the aesthetics of Western art, in order to give his modern work a Japanese flavor. Iranian arts, such as the architecture of mosques, carpets, rugs, and all kinds of handicrafts, were and are exemplary in terms of design and role. On the other hand, graphics, as the most practical visual art, has always been involved with images and shapes. Although this art is born in Europe and the West, it has always been discussed whether this art can be localized or not?! The answer to this question can be yes, and Japanese graphics can be used as an example for this claim. Since there is a hidden chain of knowledge in all oriental arts that connects them together, it seems that by considering the oriental spirit that exists in the art of Iran and Japan, the factors and methods that have led to the development of graphic art and then the packaging design of this country can be used as experiences between advanced and industrialized countries, and it can be considered as the best option for Iranian designers as a guide. This research is only the beginning of discussing the success of packaging design in Iran, so that it is practical, modern, accepted by the target market and also shows the Iranian identity.

In this research, the background of Japan's cellulose packaging, the background of the visual identities used in these packages, as well as the examination of the current examples of cellulose packaging in this country, are tried to be studied and investigated. It should be noted that the time frame of the current review is related to the last three decades of Japan. What is mentioned in the first chapter is related to the artistic atmosphere of Japan and getting to know the spirits and thoughts that influence the art of these people. In the second chapter, the graphic history of Japan and its influence on the modern graphics of this country are presented. What the third chapter is dedicated to is related to packaging and includes the traditional methods of packaging in Japan, which have inspired the graphic and packaging designers of this country today.

The questions of this research are as follows.