During the Renaissance, perfume production flourished in Europe due to the rediscovery of old perfume formulas. The centers of the early Renaissance, such as Venice and Florence, were also the centers of perfume manufacturing. Medici family is a coquettish leader, and Kathleen, a member of her family, is an important messenger of perfume dissemination. She married King Henry II of France, and her attendant's name was Lei Natuo. She was a famous perfume manufacturer in Florence. Reinaldo opened a perfume shop in France and achieved great success. It is said that his ability to prepare poison is equivalent to making perfume. Many events directed by Catherine in the French court are closely related to the potions he prepared. Since then, wearing perfume has become a fashion. "This is a period of self-discovery. People's self-awareness is becoming more and more obvious, and people are beginning to pursue fashion. " [1] During the Renaissance, people didn't often take a bath, but just sprayed perfume to cover up their body odor, so the perfume industry flourished. Perfume is widely used by men and women. Even the hair and even the pets are wearing perfume. 1508, Domingo in Florence established the oldest perfume factory in the world. The Pope and medici family are its loyal customers. For centuries, every new ruler has provided perfume formulas for factories. At the same time, Glass, a small town in southern France, has gradually developed into a perfume production base. Grass originally produced perfume because the town was also a tanning center, and urine was used in the tanning process, so people sprayed perfume on leather to cover up the smell. Susan Owen mentioned in her book The Birth and Temptation of Classic Perfume that local leather glove manufacturers also import, produce and sell perfumes. /kloc-in the 0/8th century, the leather industry collapsed and perfume continued to be sold in this area. [2] Today's France is a veritable perfume country, with many world-class perfume brands, such as Lanvin, ChaneL, Givenchy, Lancome, LolitaLempicka, Guerlain? 6? 8? 6? French perfume and cosmetics industry, French fashion and French wine are listed as the three top-quality goods industries in France, which are world-famous and are the pride of the French.
Packaging design is an inseparable part of the product, a magical, international and core word, a must for the company and a password for success. Packaging design connects art and industry, market and production, creativity and function. Good ideas make good packaging, and good packaging is a catalyst for product promotion. Identifying products is achieved through packaging. Consumers must get enough information and be able to decode and understand some symbols, so as to identify the product, and then understand its value, which will lead to the final purchase behavior. Obviously, there are more and more perfume products, and it is more and more difficult for people to choose, but people often choose brands under the influence of their education, social life and cultural background. Therefore, the fragrance and packaging of each perfume should be targeted to correspond to specific consumer groups. The reason why France has so many world-class perfume brands and become a big perfume country is inseparable from its perfume packaging design concept.
First, boldly use new materials, new technologies and new forms.
From the development history of perfume containers, people have been exploring making perfume containers with various materials. At first, Egyptians used stone containers to make containers of various shapes to hold perfume, such as round-bellied bottles and heavy tall bottles. These containers were all open and sealed with flat corks or cloth balls. Various stones are also used to make these containers, of which alabaster accounts for the largest proportion. Greek craftsmen made a series of ceramic containers to hold perfume, and designed the containers according to the characteristics of the contents. For example, the containers of sesame oil and perfume are different. Greeks are good at making bionic containers to hold perfume. Around the sixth century, small molded pottery bottles were invented. At first, they often imitated the image of human head. Glass has always been an expensive material. /kloc-In the 6th century, Venetian craftsmen learned to blow glass, so glass can be made into many shapes. Milky white glass, gold and silver silk glass and so on have also developed, and perfume containers have become more and more beautiful. With the improvement of glass hardness, glass can be cut, carved, colored and inlaid, which makes glass containers surpass all kinds of traditional forms. The French learned these glass-making techniques and made many Venice-style perfume glass bottles. With the advent of the industrial revolution, large-scale industrial production has led to mass production of glass bottles and lower prices, and many famous perfume manufacturers have emerged, such as Gelle Frères, Guerlain, Lubin, Milot, Rigaud, Roger and Gare (Roger &: Gallet) and ed. Pi Nuo, Land Rover Pifre, etc. Standardized simple containers are balanced by increasingly complex and exquisite labels. At first, the label was just a pure commodity comment. In the19th century, perfume labels became pictures to arouse romantic imagination, colorful bouquets, and distant rural scenery that only appeared in dreams? 6? 8? 6? Of course, labels also reflect the events at that time, and people and stars are used for publicity. Then, a series of design movements such as Art Nouveau and Decorative Art began to take place, and perfume packaging became more artistic and colorful with the new design movement. Now for French designers, glass alone can produce ceramic, crystal, marble, corrosion and other material effects. Bohemia, Milan, Italy, Mardi and other exotic colors are also very rich, with red, green, blue, gold, amber, purple, purple and other colors, making the capacity more expandable. They are also good at combining different materials, such as glass with metal and plastic. In a word, French designers are good at using all kinds of materials and dare to adopt new materials, new technologies and new forms to design perfume packaging. For example, Lancome's "Poême" perfume, small bottle, glass, transparent, bright and shiny, is a quiet and feminine shape, symbolizing women's breasts. Its closed system is very solid, all pure geometric lines, made of polyethylene, completely compressed by air pressure, perfectly blending horizontal and vertical lines. Its cover has three parts, pure gold, to match the color of perfume, the material is very strong and not easy to scratch, and the whole cover is very light and not easy to break. This perfume combines glass and plastic, which shows that this perfume wants to adapt to the latest technology, reduce energy consumption, protect the environment and use recyclable light substances. The name "Poême" is printed in blue, which is also used on the inside of the box. Several letters are not on a horizontal line, and they are staggered and undulating, forming a wave-like calligraphy effect, which reminds people of Guillaume Apollinaire's poems.
The characteristics of this bag are: straight lines, golden color, giving people a sense of wealth, chic and luxury. Gold is a bright and energetic color, which brings revival and rebirth and resists sadness. Blue is the color of the sky and life, which corresponds to people's spiritual life and causes people to pursue their dreams. It is sold in an expensive triangular box with the same color. It is opened and closed by a small blue rope, which is tightly tied to a small manual gold clip and can be opened and closed at will. You can put it on a shelf to show the beauty of the bottle, and you can tie a rope at the back to fix it. The bottle is protected by horizontal cardboard and is very stable. The information required by French national laws is printed at the bottom. You can see a bunch of beautiful flowers in the lid. This bouquet of flowers is a poem composed of language letters. Its core vocabulary is: sun, smile, love, sea, stars? 6? 8? 6? These words convey pleasant fragrance and beautiful colors, giving people a perceptual, bright and gentle touch. Poetry is a way to escape from reality, convey emotional feelings and communicate with women, often relying on some symbols, such as flowers, which is a special language to communicate with women. The same language can also be conveyed through perfume, giving women passion and freedom. Polish honey produced by Lancome is a good example. Its talented packaging design enhances the aesthetic feeling of Poême and combines several materials. Wisdom and luxury are balanced here, which captures the imagination of consumers.
Second, the passionate pursuit of novelty, uniqueness and fashion.
As far as we know, 40% designers in France work in the packaging industry, which is very high. The field of perfume packaging is constantly growing and rising. Every brand should develop new products or transform old packaging every once in a while to adapt to the new trend. In particular, perfume designers need to constantly ask themselves: What is new? Whether the concept of "new" is slightly improved or revolutionary; Is it gradual reform, improving current products to meet market demand, or developing new products to conquer future markets? The change of packaging can be a small change in details, or a brand-new product development, supported by complex revolutionary appearance and brand-new technology.
The French attach importance to innovative ideas. With their creative passion and imaginative temperament, they can often design products full of spirituality, pay equal attention to creation and imagination, pursue novel and unique styles, and create new ideas and trends. In their view, designers should be more or less able to break away from convention, create new design symbols, make products stand out from the dazzling perfume shelves, beat competitors and please consumers. Therefore, French perfume design, based on rich history and culture, is famous for its avant-garde romance and is not stingy with creative elements. Bold and changeable colors, ever-changing bottle shapes and fine local design are enough to make people admire.
Third, be good at absorbing the historical and cultural nutrition of art.
For example, many French perfume design ideas come from the works of artists, such as Renoir, Vial, Fantine-latour and odilon redon. There is a deep connection between art and packaging design. The significance of art to design and design to art lies in "cultivating creativity and inspiring". From some products, many successful packaging designs have been influenced by art (including external plane decoration and container structure), which in turn has had a certain impact on the development of art.
Designer elsa schiaparelli attaches great importance to the inspiration that art brings to her. She was very interested in painting, sculpture, music, art and comedy, especially in the extreme, exploratory and adventurous arts such as Dadaism, Futurism and Surrealism at that time. Famous artists such as,,, Picasso, Fei, Jean Cocteau and others are her friends. These people have influenced her design style, making it full of fantasy and humor, colorful and brilliant.