Abstract: The reason why France has so many world-class perfume brands has become a world perfume country, is inseparable from the concept of perfume packaging design. French designers are good at using a variety of materials, dare to use new materials, new technologies, and new forms to design perfume packaging; taking fashion and innovation as the basis of design to meet the aesthetic psychology of consumers seeking new ideas; specializing in art from various periods The work absorbs nutrition; from the consumer's point of view, according to their perceptions of various aspects to design, in order to enhance the attractiveness of perfume packaging, taking into account the visual identity and functionality of perfume packaging.
During the Renaissance, perfume production rose rapidly in Europe due to the rediscovery of old perfume formulations. The center of early Renaissance such as Venice and Florence was also the center of perfume production; the Medici family was the leader and its family member Katherine was an important messenger of perfumes. She married the king Henry II of France and took Renato is the famous perfume manufacturer in Florence. After Renault arrived in France, he opened a perfume shop and achieved great success. It is said that his ability to configure poisons is equal to the ability to produce perfumes. Catherine’s many incidents at the court of France are related to his syrup. . From the beginning, spraying perfume began to become a fashion. “This is the period of human self-discovery. People's self-awareness is becoming more and more obvious, and people are pursuing fashion.â€[1] Renaissance people do not bathe often, but only rely on spraying perfume to conceal their body odor. Flourish. Perfume is very versatile and is used by both men and women. Even the hair and even pets are sprayed with perfume. In 1508, the Dominican monastic church in Florence established the world’s oldest perfume factory to date. The Pope and the Medici family were loyal customers. For centuries, every new ruler provided a perfume recipe for the factory. At the same time, Grasse, a small town in southern France, has gradually developed into a perfume production base. Grasse produced perfume because the town was also a tanning center. During the tanning process, urine was used, and people sprayed perfume on the leather to mask the odor. Susan Owen said in the book “The Birth and Temptation of Perfumes and Classical Aromas†that local leather gloves manufacturers also import, produce and sell perfumes. In the 18th century, when the leather industry collapsed, the area continued to sell perfumes. "[2] Today, France is a veritable perfume country, with many of the world's top perfume brands such as Lanvin, ChaneL, Givenchy, Lancome, Lolita Langpika. (Lolita Lempicka), Guerlain (?) French perfume and cosmetics industry and French fashion, French wine are listed as the top three boutique industries in France. It is world-famous and proud of the French.
Packaging design is an inseparable part of the product. It is a magical, international, and core word. It is also what the company needs and is the password for business success. Packaging design connects art and industry, market and production, creativity and functionality. Good ideas lead to good packaging, and good packaging is a catalyst for product promotion. Identifying a product is achieved through packaging. Consumers must obtain enough information and be able to decode and understand some symbols before they can recognize the product and then understand its value and lead to the final purchase behavior. Obviously, there are more and more perfume products, people are more and more difficult to choose, but people are often influenced by their education, social life, and cultural background to choose the brand. Therefore, the fragrance of each fragrance and its packaging should be targeted to correspond to specific consumer groups. France has so many world-class perfume brands, become a perfume country, and its perfume packaging design concept is inseparable.
First, bold use of new materials, new technologies, new forms
From the history of the development of perfume containers, people have been exploring the use of various materials to make perfume containers. In the beginning, Egyptians used stone containers to create various types of containers for perfumes, such as round-bottom bottles and heavy tall bottles, all of which were exposed and sealed with flat wooden plugs or cloths. Various types of stone are also used to make these containers, with alabaster accounting for the largest proportion. The Greek craftsmen made a series of ceramic containers filled with perfume and designed the containers according to the characteristics of the content.
For example, sesame oil and perfume containers are different. And the Greeks will make bionic containers for perfumes. Around the 6th century AD, small molded ceramic pots were invented. At first they often imitated the image of human heads. Glass has always been an expensive material. By the 16th century, Venetian craftsmen learned to blow glass. Glass can therefore be made into many shapes. Milk glass, gold and silver thread glass, etc. have also developed. Perfume containers have become more and more beautiful. As glass hardness increases, glass can be cut, sculpted, colored, inlaid, and the glass containers go beyond traditional forms. The French learned these glass manufacturing techniques and produced many Venetian-style perfume glass bottles. With the advent of the industrial revolution, large-scale industrial production led to the mass production of glass bottles and the reduction in prices led to the birth of many famous perfume manufacturers such as Gelle Frères, Guerlain, Lubin, and Rice. Millot, Rigaud, Roger & Gallet, Ed. Pinaud, LT Piver, etc., standardized simple containers are added by increasingly sophisticated labels. Balanced, the initial label was purely commodity commentary. By the 19th century, the perfume label became the picture that mobilized the imagination of romantic, colorful bouquets, and the distant pastoral scenery that appeared only in dreams. Of course, the label also reflected the events at that time. Persons and celebrities make propaganda. Then, a series of design movements such as the Art Nouveau and Art Deco movement began to take place. Perfume packaging became more artistic and more colorful with the new design movement. Nowadays, for French designers, glass, a material alone can produce ceramic, crystal, marble, corrosion and other material effects, Bohemian, Italian Milan, Maldi and other exotic, The color is also very rich, red, green, blue, gold, amber, violet, purple and other colors, the capacity of the scalability is even greater. They are also good at combining different materials, such as a combination of glass with metal and plastic. In short, the French designers are good at using a variety of materials and dare to use new materials, new technologies, and new forms to design perfume packaging. For example, "Poême" perfume made by Lancome, small bottles, glass, transparent, bright and clean, glitter, is a quiet feminine shape, it symbolizes the female's chest, and its closed system is very strong, all of them are pure geometric lines. Made of polyethylene, fully airtight, perfectly combines horizontal and vertical lines. The lid has three parts, pure gold, to match the color of the perfume, the material is very strong, not easily scratched, and the entire lid is very light and not easily broken. This fragrance combines glass and plastic to show that perfumes want to adapt to the latest technology, reduce energy consumption, protect the environment, use recycled and lightweight materials. The name "Poême" is printed in blue, and the inside of the box uses this color. The letters do not lie on a horizontal line and staggered to create a wavy calligraphic effect, reminiscent of Guillaume Apollinaire's poetry.
The characteristics of this package are: straight lines, golden colors, giving a feeling of affluence, chicness and extravagance. Gold is a bright and vibrant color that brings revival, new life, and sadness. Blue is the color of the sky and life. It corresponds to people's spiritual life and causes people to chase dreams. It is sold in an expensive triangle-shaped box of the same color. It is turned on and off with a small blue rope. It is tied tightly to a small, hand-made gold clip that can be freely opened and closed. It can be displayed and opened on the shelf to express the wonderfulness of the bottle. The rope can be fixed at the back. The bottle is protected by horizontal cardboard. It is extremely stable. The information required by French national law is printed on the bottom. The inside of the cover can see a beautiful bouquet of flowers. The bouquet is composed of linguistic letters and its core vocabulary is: The sun, the smile, the love, the sea, the stars?? These words convey pleasant fragrances, beautiful colors, giving people a sensual, bright, gentle touch. Poetry is a way of escaping from the reality, conveying emotional emotions, communicating with women, often relying on certain symbols, such as flowers, is a special language to communicate with women, the same language can also be passed by perfume, to women Passion and freedom. Poême made by Lancome is a perfect example. Its talented packaging design has enhanced the beauty of Poême. It has been married to several materials, wisdom and luxury have been balanced here and captured the imagination of consumers.
Second, rich passionate pursuit of novelty, unique, stylish
As far as we know, 40% of French designers work in the packaging industry, which is a very high proportion. The field of perfume packaging is constantly growing and rising. Every brand needs to develop new products at regular intervals, or reconstruct old packaging to adapt to new trends. Perfume designers in particular need to keep asking themselves: What is new? The concept of “new†is a minor improvement, or a revolutionary break; an incremental reform to increase the current product's need to adapt to the market, or to develop new products. To conquer the future market. The change in packaging can be a minor change in detail, or it can be the development of a completely new product, with a complex, revolutionary look and new technical support.
The French people attach importance to the concept of innovation. With their rich passion for creating passion and imagination, they are often able to design products that are full of spirituality, create equal emphasis on imagination, pursue new and unique styles, and create new trends. They believe that designers should be able to break more customary practices and create new design symbols, so that products can stand out from the assortment of perfume shelves, defeat competitors and please consumers. Therefore, the French perfume design, with a rich history and culture as the background, avant-garde and romantic reputation, uncompromising on the creative elements, boldly changing colors, ever-changing bottle shape, fine local design enough to make people appreciate.
Third, good at absorbing the historical and cultural nutrition of art
For example, many French perfumes are designed from the collections of artists such as Renoir, Vuillard, Fantin-Latour, and Odilon Redon. There is a deep link between art and packaging design. The meaning of art to design and design to art lies in "cultivating originality and inspiring inspiration." From the perspective of some products, many successful packaging designs have been influenced by art (including external flat decoration and container structure). In turn, they themselves have a certain influence on the development of art.
The designer Elsa Schiaparelli paid great attention to the inspiration her art brought to her. She is very interested in painting, sculpture, music, art, and comedy, and is particularly fond of the extreme, exploratory, and adventurous nature of Dadaism, Futurism, and surrealism at the time. Marcel Duchamp, Salvador Dali, Man Ray, Paul Picasso, Raoul Dufy, Jean Cocteau, André · Famous artists such as André Breton are her friends. All these people influenced her design style, making it full of fantasy and humor, colorful, rich and wonderful.
“Alsa learned about surrealistic humor and the spirit of modern art. She therefore interacted with other artists, inspired them, and developed new designs.†Elsa always wanted to create shock.