1.1 Embryonic Period
The rudiments of packaging emerged as containers created by humans to use and store daily necessities. These containers, dating back to the Paleolithic era, were initially made directly from natural materials. People used shells, fruit rinds, gourds, and other materials to hold and transport food and water. However, these early forms did not fully embody the concept of packaging and were merely in an embryonic stage. For example, zongzi uses reed leaves to wrap glutinous rice, serving the function of preserving food.
During this period, packaging was simple in form, crafted with basic techniques, and made from natural materials. This characteristic persisted for a long time, with some woven containers made from bamboo, branches, and grass still in use today. Later, as humans' ability to harness nature improved, pottery was developed, which better fulfilled the storage and transportation functions of packaging. Pottery came in various shapes, such as bottles, pots, basins, bowls, and jars. A notable example is the double-eared small-mouthed pointed-bottom bottle, an exquisite Neolithic pottery piece from the Majiayao culture. Designed for carrying water, its pointed bottom facilitated sinking, its small mouth prevented spills, and its double ears allowed for easy carrying. The exterior was painted with black parallel lines, whirlpool patterns, and dot patterns, fully reflecting the functionality and artistry of packaging design.
1.2 Growth Period
With the passage of time, manual processing techniques advanced significantly, leading to the creation of more sophisticated artificial packaging materials such as lacquerware, textiles, and porcelain. Lacquerware and porcelain, renowned for their high artistic value, became iconic Chinese handicrafts and distinctive packaging methods.
The emergence of commodity exchange gave rise to packaging designed specifically for circulation. The earliest recorded commercial packaging in China dates to the Warring States period, as depicted in the story of "Buying the Casket and Returning the Pearl" from literary records. The "casket" described was an exquisitely decorated wooden package: "made of magnolia wood, fragrant with cinnamon and pepper, inlaid with pearls and jade, adorned with rose patterns, and trimmed with jadeite." This vividly illustrates the emphasis on luxury and craftsmanship in packaging during that era.
The widespread use of papermaking in the Han Dynasty spurred political, economic, and cultural development, leading to the adoption of paper as a common packaging material, gradually replacing expensive silk and brocade. This marked the beginning of commercial packaging in the strict sense. By the Northern Song Dynasty, the integration of papermaking and printing technologies further propelled the evolution of commodity packaging. Scenes in historical paintings depict bustling commercial activity, showcasing a variety of packaging forms. Paper remains one of the most important packaging materials today.
The production of porcelain wine vessels began in the Eastern Han Dynasty. The Song Dynasty saw a peak in ceramic production, with increasingly intricate and diverse porcelain wine vessels. Ming Dynasty porcelain vessels featured distinctive blue-and-white, doucai, and sacrificial red glazes, while Qing Dynasty examples included enamel, plain tricolor, and linglong porcelain, as well as replication antique styles. Beyond wine, porcelain was widely used for packaging skincare products, fragrances, and cosmetics.
1.3 Development Period
The Industrial Revolution transformed capitalism from small workshops to large-scale machine-based industries, enriching the variety of commodities. With mass production and expanded market transactions, packaging became a critical link in the supply chain. Materials such as glass and metal were increasingly utilized. In Europe, packaging evolved from a focus on basic storage and transportation to a combination of functionality and aesthetics.
Most packaging during this period featured luxurious, colorful, and intricate designs, particularly elaborate edge decorations, reflecting the continuation of the Victorian style and connections to Baroque art. This emphasis on visual impact to stimulate consumer desire laid the groundwork for modern packaging design.
From the late 19th to the early 20th century, trademark laws were enacted to ensure product credibility. Pioneering brands introduced individual sachet packaging with prominently displayed logos, enhancing brand recognition and consumer memory. This spurred greater brand awareness, with manufacturers adding trademarks, quality guarantees, and product descriptions to packaging to persuade consumers and build lasting impressions.
Design styles shifted toward naturalism, incorporating floral, scroll, and animal motifs, with soft curves and vibrant colors, influenced by contemporary art movements. By the 1920s, clean, concise designs with bold geometric patterns emerged, abandoning excessive ornamentation.
The turmoil of wartime in the 1930s–1940s led to minimalist packaging focused on functionality, with muted colors. Post-war recovery in the 1950s brought a surge in consumerism, driven by new materials like plastics, self-adhesive labels, and aluminum cans. The rise of supermarkets, coupled with busy lifestyles and refrigeration, made packaging the primary interface between consumers and products. The International Style, characterized by simplicity, functionality, and rationality, dominated, emphasizing quick brand recognition on shelves.
In the 1980s–1990s, series packaging became mainstream as companies sought to promote product lines. By the late 20th and early 21st centuries, the global environmental movement spurred the concept of green packaging-eco-friendly, recyclable, and sustainable designs. This shifted packaging toward lightweighting, compactness, and advocacy for environmentally conscious consumption, expanding its role beyond containment, protection, and sales to include environmental responsibility.
