Packaging Design Research - Part 1

Japanese Packaging Design

Japan uses packaging to connect nature with artistic handiwork in an inventive way. The initial materials used for packaging were natural products such as grass, paper and straw. It was beautiful, simple and functionable made from whatever material was available at the time to protect and transport goods from one place to another. They also used natural packaging to enhance the view of it being fresh and nature materials are used as a symbol of freshness.

Bamboo was traditionally used for packaging of farmers products to be sold to travelers, keeping the product fresh and protecting it while travelling. Bamboo sheath is a traditional wrapping material for food products and is one of the most common packaging materials used in japan. Bamboo is the symbol of freshness, natural, quaintness and unaltered charm, in modern packaging the texture of bamboo is used in wrapping of food products.

Wood is also used in packaging, especially tryangular shape in shavings, some partically by the company Natto depict dotted patterns left from beans were left on the wood similar to ancient ink works from many years ago. This technique was used on the inside of food packaging to appeal to the senses and create a natural feel to the product with paper wrapping used on the outside.

The seasons are also a great influence in Japanese food packaging, using nature’s beauty in the outside packaging to depict the beauty of the product. Some depict the act of flowering like a flower to show the connection with nature and use imagination in the designs. Creating the illusion of spiritual connection with nature, which is very important in Japanese culture.

Japanese designs also depict the excitement of opening a product, if it features a window or perforated areas it can bring a sense of bright and interesting opening where a person can see the product through the packaging and know that it is fresh and well preserved. The way the products can be opened and viewed is very important in the final designed as this can attract the customer to the product. It’s not only the colour, style or graphic images on the product but the shape and size of the design.

Japanese packaging connects the change between attraction, surprise to anticipation and delight with great detail in each of their packaging designs. Westernised packaging seems more closed compared to Asian packaging seems more opened by the way the packaging works and is put together. Japanese packaging is described as being animated or have a spirit inside it through the use of cartoon and anime characters featured commonly on the outside packaging. Packaging uses simple designs of many diagonal lines or heterogeneous elements and asymmetry to describe the strength or creativity of the product.

Symplicity is the key in packaging design, the more complex the harder it is for the consumer to recognize what the product and the company is reflecting through the packaging. A very important term ‘Furoshikibility’ meaning the design principle; inventing various modifications of a simple tool or technique to change and adapt it for many different forms of usage as possible otherwise known as creating complex simplicity.

DeNaro-Bickerstaffe, D 2011, Material connextion, http://materialconnexion.com/Home/Matter/MatterMagazine81/PastIssues/MATTER54/JapanesePackagingDesign/tabid/634/Default.aspx, viewed 12/3/12