Examining the index and identity elements of Japanese packaging

Dissertation for Master's Degree in Visual Communication

Abstract

Packaging is one of the commercial elements that can also have a cultural burden. The question that raises the mind is, can packaging represent culture and nationality? Is it possible to find a model for learning the principles and foundations based on which Iran's packaging can be transformed? By studying and examining different societies, it seems that Japan is a country that, despite the many influences it has received from Western culture, still maintains its originality and has been noticed by the world as a phenomenon that has made great progress in all aspects. This research was conducted with the purpose of studying and understanding the visual elements of graphic design of Japanese packaging works, with the analytical descriptive method. The collection of information was done in a library manner, first the related books and articles were studied and then the visual elements used in the packages that were introduced as examples were investigated. The purpose of this research is to compile a source of Persian language, which examines and collects native motifs and their use in Japanese packaging. Hoping to raise the quality level of Iranian and export products by using local traditions. The results obtained from this survey indicate that in the graphic design of Japanese packaging, native elements of Japanese visual arts have been used in most cases. This issue is best visible despite the combination and influence of western modernism teachings and the skillful use of Japanese traditions and motifs, which has become a feature of many packaging works of this country. These visual characteristics are evident in the use of logos and writing, traditional motifs, nature-friendliness, and Zen and meditation ideas. Also, the use of Japanese letters and alphabets plays a significant role in authenticating the identity of Japanese packaging. The general space of the packaging design, composition with many elements and a lot of color variety, are non-geometric and asymmetrical.

Key words: Japan, visual elements, graphic design, packaging

Introduction

     In the last century, a part of Western civilization entered Japanese culture. However, characteristics can be found in Japanese culture that are the result of a conscious response to foreign influences and the use of native traditions. Japanese art took inspiration from Chinese art in almost all stages of its development. The Chinese invented the method of making silk and paper and original porcelain dishes and were pioneers in woodblock printing. Japan and its neighboring islands are of volcanic origin, so there is very little stone suitable for carving or building. In the field of architecture, this shortage led to the construction of suitable and resistant wooden buildings against frequent earthquakes and typhoons. Although the Japanese were inspired by Chinese art styles, from the 9th to the 12th century they tried to free themselves from complete dependence. In Japan, the materials and styles used by artists were often Chinese, and even the themes were largely Chinese in origin. The use of native motifs (such as dragons, birds, quadrupeds, swirling clouds, etc.), influenced by China, and Buddhism was a powerful factor in Japanese religion and art. Especially, the mystical and contemplative aspect of this ritual was reflected in the beliefs of Chan (Zen) sects. These beliefs formed the foundations of the formation of a new art. Zen thought on the ethics and culture of the warrior class also had a strong impact on Japanese art. Native architecture and Japanese lifestyle, sliding paperpaners instead of interior walls, special niches for art objects, coal-burning heating grills, the use of tatami, which are traditional Japanese floor coverings made of rice stalks pressed together - tatami mats are cool in summer and warm in winter - all these and many other simple but essential characteristics of home and daily life are completely unique to Japan. They write both vertically and horizontally. In addition to the special characters of the Chinese language, their writing uses hiragana, which is the sound characters of Japan, and also katakana, which is mainly used to write foreign words. The Japanese think introspectively and like the Chinese, they are fascinated by nature, but their artistic approach to nature is mixed with emotions. What seems thoughtful, spacious and calm in Chinese art takes on a formal, decorative and artificial character in Japan.Once upon a time, for a period of more than 250 years - from 1603 to 1860 AD - the borders of the country were closed to foreign countries, and for the first time in the 18th century, through the arrival of a group of Dutch people who were settled in Nagasaki by the Japanese government in order to gain European knowledge, they became familiar with Western art. At first, the influence of European art was small, but from the middle of the 19th century and after the development of Japan's relations with Western countries, Japanese artists were influenced by this European movement. However, decorative arts and traditions such as kabuki performances continued to live on as a form of ethnic art. In the 20th century, many Japanese artists were attracted to new movements and even participated directly in these movements. The influence of Japanese culture and art in illustration can be seen using different techniques, as well as the use of traditional and indigenous motifs in many cases such as graphic design of posters, product packaging, etc. Also, Japanese people have benefited from arts with specific and precise techniques, gift wrapping, flower arrangement, etc. in a meaningful and practical way. The sense of clan solidarity and the belief in the importance of rights and power has, without a doubt, been extremely strong among the Japanese people, because these forces have been a dominant factor throughout Japanese history and are still alive and well in modern Japan. It is worth mentioning that this research was carried out with the help of honorable professors Mr. Dr. Farisi and Sir Mrs. Bagheri and it was approved by them, thanks to their tireless efforts that helped me during my studies.

Chapter 1

General research

1-1 Problem definition

Japan is a country that has a world reputation in the field of correct and practical use of traditions and native art. What are the identity elements in Japanese packaging design? What effects have geographical and environmental influences, ancient Japanese traditions, culture, religion, art had on the visual elements (shape, form, color, composition) of Japanese product packaging? Since packaging design is one of the most important branches of graphic design and Japanese designers are very successful in this area by maintaining originality and local traditions, and considering that there has not been such a research on Japanese packaging in Iran. Therefore, we intend to gather a set of scientific information related to the subject by examining the elements that give identity to Japanese packaging.

1-2 Necessity and importance of research

Introduction and recognition of Japanese packaging, as a country that has received attention in opposition to the many influences of modernism and Western art and by preserving the originality of its native traditions and art, is one of the objectives of the research. are Even though many critics and writers have investigated and researched graphic design in the fields of posters and art schools of this country, unfortunately, packaging design has been less researched, so taking this into consideration, the present research tries to investigate the graphic design of Japanese packaging, which has become the selling power of products, because knowing important things plays a significant role in the graphic design of today's packaging of that country, and we see how by preserving the native and traditional identity elements, they were able to gain an important place as identity graphics.

1-3 research questions

To what extent are the packaging form and the product semantically related to each other?

Which local elements have been used more for the composition and structure of the packaging?

In what language have logos and capital letters been used more?

How and to what extent was the composition and arrangement of visual elements influential

What are the effects of Japanese culture, religion and art on Japanese packaging graphics?

How can practical solutions be obtained from the analysis of modern Japanese packaging graphics?

1-4 research hypotheses

Graphic elements used such as color, size, composition, form and so on. It has led to the popularity of Japanese packaging.

One of the reasons for the success of Japan's packaging graphic design is the use of mythological and indigenous images in most products.

The influence of Western art in packaging graphic design while preserving local elements and indicators is another research hypothesis.

1-5 main and secondary goals

Studying and investigating the identity elements of contemporary Japanese packaging graphic design