衢州“一村一品”民族化包装设计与创新研究
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摘要
目的研究多元文化和多元消费时代背景下,衢州"一村一品"包装设计的策略和设计方法,更好实现其品牌价值和经济效益。方法分析"一村一品"包装设计的现状、价值和意义以及与民族化包装的关系,明确二者之间密切的关联性、互补性和必要性。对民族化视觉元素表现、民族化包装结构设计、民族化材料应用、民族化时尚设计表现等策略和方法进行案例分析,阐述"一村一品"包装的品牌性、文化性、民族性、艺术性、市场性、现代性在民族化包装设计上的理论应用和实践探索,以此指导"一村一品"包装创新设计与应用推广。结论民族化包装创新设计是构建"一村一品"品牌的重要手段,民族性文化特征结合现代包装设计理念是其主要表现趋势,是传承乡村文明,提升乡村形象,振兴乡村经济的重要途径。
The work aims to study the strategy and design method of the "one village and one product" packaging design in Quzhou under the background of multicultural and multiple consumption era, so as to better realize its brand value and economic benefit. The present situation, value and significance of the "one village and one product" packaging design, as well as the relationship with the nationalized packaging were analyzed, and the close relationship, complementarity and necessity between the two were clearly defined. The case analysis was made on the strategies and methods of nationalized visual elements, structural design of nationalized packaging, nationalized material application and nationalized fashion design. The theoretical application and practical exploration of the brand, culture, nationality, art, market and modernity of "one village and one product" packaging in the design of nationalized packaging were expounded, in order to guide the innovative design, application and popularization of "one village, one product" packaging. The innovative design of nationalized packaging is an important means to build a "one village and one product" brand. The national cultural characteristics combined with the modern packaging design concept are its main trend. It is an important way to inherit rural civilization, enhance the image of the country and revitalize the rural economy.
The work aims to study the strategy and design method of the "one village and one product" packaging design in Quzhou under the background of multicultural and multiple consumption era, so as to better realize its brand value and economic benefit. The present situation, value and significance of the "one village and one product" packaging design, as well as the relationship with the nationalized packaging were analyzed, and the close relationship, complementarity and necessity between the two were clearly defined. The case analysis was made on the strategies and methods of nationalized visual elements, structural design of nationalized packaging, nationalized material application and nationalized fashion design. The theoretical application and practical exploration of the brand, culture, nationality, art, market and modernity of "one village and one product" packaging in the design of nationalized packaging were expounded, in order to guide the innovative design, application and popularization of "one village, one product" packaging. The innovative design of nationalized packaging is an important means to build a "one village and one product" brand. The national cultural characteristics combined with the modern packaging design concept are its main trend. It is an important way to inherit rural civilization, enhance the image of the country and revitalize the rural economy.
引文
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[2]张少华.地域民族文化元素对本土茶叶包装设计建构的作用与影响[J].湖南包装, 2017(12):63—64.ZHANGShao-hua.NationalCultureElementsonthe RoleofLocalTeaPackagingDesignConstructionand Influence[J]. Hunan Packaging, 2017(12):63—64.
[3]杨艳平.论包装设计与社会文化的互动关系[J].美术观察, 2001(10):4—6.YANGYan-ping.OntheInteractiveRelationshipbetween Packaging Design and Social Culture[J]. Art Observation, 2001(10):4—6.
[4]高黎.地域文化在西凤酒包装设计中的传承与彰显[J].包装工程, 2016, 37(9):63.GAOLi.TheInheritanceandHighlightofRegional Culture in Xifeng Liquor Packaging Design[J]. Packaging Engineering, 2016, 37(9):63.
[5]王一红.传统图形在现代平面设计中的应用[J].吉林广播电视大学学报, 2012(2):11—12.WANG Yi-hong. Application of Traditional Graphics in ModernGraphicDesign[J].JournalofJilinRadioand TV University, 2012(2):11—12.
[6]刘升,杨文剑.地域农产品包装设计初探[J].包装世界, 2014(2):22.LIUSheng,YANGWen-jian.PreliminaryStudyon Packaging Design of Regional Agricultural Products[J].Packaging World, 2014(2):22.
[7]韩君.“滇元素”在旅游纪念品设计中的应用分析[J].包装工程, 2016, 37(18):200.HAN Jun. Analysis of the Application of Dian Element in the Design of Tourist Souvenirs[J]. Packaging Engineering, 2016, 37(18):200.
[8]王岳.材料在产品设计中的创新应用研究[J].包装工程, 2015, 36(8):68.WANGYue.InnovativeApplicationofMaterialsin Product Design[J]. Packaging Engineering, 2015, 36(8):68.
[9]康康.传统文化在数字艺术中的传播与再生[J].艺术, 2016(4):246.KANGKang.TraditionalCultureinDigitalArtCommunication and Regeneration[J]. Art, 2016(4):246.
[10]安宁.民族文化在现代视觉传达设计中的应用[J].艺术评论, 2016(8):152.AN Ning. The Application of National Culture in ModernVisualCommunicationDesign[J].ArtReview,2016(8):152.