Talk about communication between packaging design education and packaging enterprises

The 21st century is a digital, information-based society and a service-oriented society. With the rapid development of commercial economy, packaging as an important part of the promotion of commodity terminals, its connotation and industry needs are undergoing new and fundamental changes, the general direction is to weaken the decoration, reasonable protection, strengthen information, increase green, reduce Cost and more personalized, convenient and user-friendly. Packaging is not just simply to protect and beautify the goods. It not only includes the positioning of companies and brands, but also includes the positioning of product consumer groups. To a certain extent, it reflects the spiritual connotation of enterprises and products. Well-designed packaging should not only display the image of goods and companies, but also be able to serve the customers to the maximum extent possible, so that those who use these products can obtain a pleasant psychological and physiological experience, which will play a role in fueling the sales of goods. The products bring high added value and are conducive to environmental protection. Since the reform and opening up to the outside world, along with the prosperity of commodity economy, China's packaging design has achieved rapid development and has made great progress. China has become a big packaging country in the world. However, compared with developed countries such as Europe, America, Japan, etc., the packaging industry in our country is not as high as the overall level, and there are generally problems such as backward technology, low level of R&D institutions, and imperfect packaging regulations. A considerable part of the product's packaging design is either crude or vulgar, and the goods are easily damaged and cannot be used for promotion. They either copy the same type of products, lack creativity or features, or blindly increase the proportion of decorating, and some packages even exceed the value of the product itself. With the ever-increasing scale of China's packaging industry, a large number of packaging wastes will also increase the environmental damage and bring serious environmental impact. In recent years, economic losses caused by poor packaging and a great deal of waste of resources have become more serious. This has greatly affected the competitiveness of our country's products in the international arena. There are many factors that cause this kind of current situation, among which there is a disconnect between packaging design education and packaging companies, which is one of the reasons that causes the overall level of packaging design in China is not high, and it is also an important factor restricting the simultaneous development of China's packaging industry and the world.

For a long time, China's packaging design education and packaging companies have basically developed in a parallel state and lacked mutual communication between them. On the one hand, China’s design education was gradually developed with the influence of Western design education around the reform and opening up and the development of the national economy around the 1980s. It was gradually developed on the basis of the original arts and crafts education, although most of the art colleges were replaced by design education. The arts and crafts, but due to the influence of Chinese traditional values ​​and culture, the design of a large number of theory of education, light practice, heavy art light technology, curriculum is basically free from the economy and the market, the contact with related companies is limited Students' graduation internships are mainly based on students. Most of them are just going for the corresponding credits to walk through the field. The school does not have substantive exchanges and cooperation with companies in the direction of personnel training. Teaching reforms are almost always The problem of teaching and learning is deeper and deeper. Although many art academies and universities in our country currently have packaging design majors, they basically regard packaging design as part of the graphic design. Most of them stay at the stage of surface decoration and beautification. Teaching is separated from packaging companies and packaging markets, and there is a lack of packaging. The importance and guidance of practical skills in production process, practical experience in production management and marketing neglected theoretical study and research on packaging design related disciplines, and packaging design and packaging engineering were divided into two relatively independent curriculum systems. They do not permeate each other. The packaging design does not understand the packaging project at all, which reflects the disconnect between art and engineering. The packaging design curriculum lacks scientificity, practicality and rationality. As a result, students’ professional knowledge is narrower and their professional qualities are not high enough to serve the industry in a comprehensive and effective manner. Students’ knowledge structure makes them more inclined to choose advertisements or design rather than packing companies after graduation. Packaging design education lags behind the development of industry in both quality and quantity. On the other hand, due to the late start of China's packaging industry, the country's investment in R&D is relatively small, and the packaging industry itself lacks a high level of specialized R&D institutions, especially some small and medium-sized enterprises, relatively backward technical equipment, and low level of management. In the long-term, only relying on traditional products with low technological content to maintain, almost no need for packaging design, the company has always been in a relatively low state of survival, there is no awareness of education and investment, and does not have the strength of education and investment. While some large packaging companies rely too much on foreign packaging technologies, they place too much emphasis on the short-term economic benefits of enterprises, do not pay attention to establishing their own technology R&D institutions, do not pay attention to nurturing their own professional designers, and establish their own reasonable talent structure system. The awareness of enterprises in participating in education is not strong, and they do not realize that investment in education is an investment in the future development prospects of the company. Due to the lack of technological innovation and applied talents, the company's ability to independently develop products and innovation is relatively weak, and even the ability to absorb and absorb similar foreign products is weak. In addition, some companies' innovations in packaging and packaging design and the provision of better services are an effective way to increase sales of goods. Conversely, packaging design is regarded as a risk. In this way, we can only follow the others and lack the initiative and market competitiveness to develop the market. The disconnection between packaging design education and packaging companies has caused a great deal of material and human waste. On the one hand, there is a shortage of application talents in enterprise packaging design. On the one hand, the design talents cultivated by schools cannot meet the needs of enterprises. There are Big difference. To change this situation, packaging companies and schools should have the obligation to shoulder the burden. How to establish cooperation between enterprises and schools in personnel training, technology development, and reform and innovation in order to enhance mutual interaction and trust is the company can An important factor for sustainable development is also an important link between education and the market.

The success of a school is not only reflected in its size and the quantification of cultivating its students, but also reflected in whether it can provide enough suitable talents to the society. Dr. John D. Rutton, British University’s president, said: “University is a factory that manufactures talents. The task is to supply the society with marketable people according to market demand.” In this regard, we should learn from the experience of running a university abroad. For example, the Birmingham Institute of Art and Design in the United Kingdom aims to serve the local economy. Birmingham is an industrial estate. The Birmingham School of Art and Design offers a wide range of courses, from apprenticeship qualification training to on-the-job training and advanced studies, from college preparatory studies, undergraduate studies to postgraduate studies. The majors are closely integrated with Birmingham's local economy. In the specialized disciplines with special characteristics, the college attaches great importance to the cooperation with the enterprises. The students and teachers are closely related to the social enterprises. From the basic professional learning, the students emphasize the training of actual creative abilities. The design work mostly pays special attention to the practical design issues of the society and the company. In combination, many designs and molds are designed and processed specifically for the enterprise, and they have been adopted by enterprises and won awards. Part of professional education is hired as a part-time professor from a professional design company in the society. At the same time, full-time teachers must have several years of corporate work experience. Another example is the Wolverhampton College of Art and Design in the United Kingdom. This art academy is closely related to the local government and enterprises. All professional settings and talent training programs of the college are supported and funded by local governments and enterprises. The college’s experimental facilities are complete. The graphic design and printing professions are only for the printing process. From the original lithography, copperplate and woodblock printing to the modern screen printing, offset printing, and modern digital printing, the student's design is carried out in the studio and the computer room, and the operation is completed from the beginning to the end of the workshop. Completion, design is closely linked with plate making and printing. Some professional courses are conducted in the workshop. Teachers are technicians in the workshop. All the professions are closely integrated with the local and surrounding industries, and a large number of applied technologies are promoted to promote the development of the local economy. Development and design talents. British art and design institutions attach great importance to cooperation with enterprises. Students' professional learning and social needs are closely combined. Professional design of all majors after the second grade is linked to the actual design topics of related companies, encouraging students to socialize, and teachers also In the enterprise part-time and work, thus forming an interactive, open school system. The rapid rise of Germany’s post-war economy was mainly due to Germany’s ability to respond to the large demand for adaptable talents in society, and timely established a new higher education system with a combination of emphasis on applied teaching and practical needs. . Furthermore, the proportion of modern design education in this practical university of applied science and technology exceeds that of traditional comprehensive universities. Its design education is characterized by practical teaching and project design. Teaching is closely integrated with the times, emphasizing students' practice and application ability. Training. The education form of production, learning and research has created a large number of designers for the society and has made Germany a world leader in the fields of industrial design and product design.

Compared with foreign art academies, the problem facing China's packaging design education is how to adapt to the development of today's packaging industry, constantly improve and develop its own teaching system, and make teaching more rational, scientific, and pertinent. First of all, the school's packaging design education should be based on the development needs of the packaging industry to carry out reforms to accelerate the industrialization and marketization of packaging education. Teaching can not only stay on the surface of the decorative landscaping stage, must be in line with the packaging companies and the packaging market, appropriately increase the packaging machinery, packaging materials science, packaging and printing, packaging technology, packaging management and regulations and design practice courses, strengthen the design theory And the construction of practical bases, organize students to move toward society and companies, strengthen students' practical skills, and coordinate the ability of various parties to make appropriate designs, and gradually establish a targeted, mutually complementary, and mutually beneficial teaching system and relative Complete theoretical application system. Secondly, on the one hand, schools should strengthen the construction of “dual-qualified” teachers and encourage teachers to work part-time or practice on the one hand. On the other hand, they should regularly organize some experienced technical senior technical personnel to give lectures or instruction at schools to improve students’ packaging. Design all aspects of understanding, grasping and application capabilities. At the same time, it guides students to establish a correct outlook on life and employment, strengthens the education of students’ professional ethics, and cultivates advanced application-oriented talents that can adapt to the continuous development, transformation and upgrading of the packaging industry today to meet the needs of talents at different levels in the industry. . Taking the road of integration between industry and education is the key to the reform of packaging education, and it is also an important way for the development of enterprises. For a developing company, the ability to determine the future is the knowledge and ability necessary for all levels of the company to absorb new technologies. The development of packaging companies should not only be reflected in the immediate economic benefits, but should also be reflected in the improvement of employees' quality. "Human" is the most fundamental element of enterprise development. The strength of employees ultimately constitutes the strength of the enterprise. The development of industries in developed countries is due to the fact that companies attach great importance to talents and education and benefit from its industrialized education system. In Germany, companies invest up to 5 billion DM per year in education. The "dual system" education system combines corporate and university learning sites and combines higher education with corporate vocational training or corporate work. It plays a leading role in the integration of industry and learning. Japan’s industrial community has been actively focusing on and participating in higher education in Japan for a long time. Companies attach great importance to the implementation of training for all employees and continuously improve the technical quality of employees. This is the fundamental reason for the strong competitiveness of Japanese companies. Many enterprises in developed countries have put the most advanced equipment into training workshops and internship sites in universities. The goal is to make students become talented people with the most advanced technology and create greater benefits for the company. The positive interactive relationship between enterprises and schools, on the one hand, enables enterprises to have various types of technical innovation and technology-applied talents at all levels, which greatly improves the ability of enterprises to convert knowledge and technology into practical productivity. On the other hand, enterprises’ guidance on education Monitoring has positively affected the common development and reform of universities and enterprises. In the era of economic integration, to improve the overall level of China's packaging industry, we must consider the issues in the world's largest market, while at the same time introducing and absorbing advanced foreign technologies, we must work hard to cultivate a batch of scientific research in packaging design. And advanced talents with innovative abilities and a large number of first-line professionals with professional skills and professional skills. However, the training of such talents is difficult to achieve because of classroom teaching in universities. It must be large.