差别阈限在包装特征塑造中的应用
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摘要
目的通过研究差别阈限理论在包装设计中的应用,明晰差别阈限在包装特征辨识中的作用,探求增强包装特征辨识度的具体方法,从而根据不同需求对包装的轮廓、色彩、质感等视觉属性进行继承或创新。方法以包装设计中轮廓、色彩、质感等塑造包装特征的核心要素为切入点,使用理论推演的方法,阐述差别阈限的基本概念以及差别阈限在包装特征辨识中的作用;使用案例比较分析法,阐述包装特征塑造中差别阈限范围以内的继承性和差别阈限范围之上的创新性。结论在包装特征的塑造过程中,要建立包装特征的视觉识别模式,应该区别对待差别阈限内和差别阈限范围外的特征差异,并根据不同的需求来控制包装特征的识别强度,既要有利于消费者对包装特征的一贯认知,又要有利于品牌的差异化区分和视觉的快速辨识。
The paper aims to clarify the role of the difference threshold in identification of packaging features through application of differential threshold theory in packaging design, and to explore specific methods for identifying the features of enhanced packaging so that the contours, colors, and textures of the packaging can be inherited or innovated according to different requirements. The core elements of packaging features in packaging design, such as contour, color and texture were taken as the entry points. The basic concept of the difference threshold and the role of the difference threshold in identification of packaging features were described by theoretical deduction method. The inheritance of the packaging within the differential threshold range and the innovation above the threshold range of differentiation were described through case comparison. In shaping packaging features, it is required to establish a visual identification model for packaging features, distinguish feature differences within and beyond the threshold of differentiation, and control the identification strength of packaging features according to different needs. It is necessary to benefit consumers on their consistent recognition of packaging features and be conducive to differentiation and visual identification of brands.
The paper aims to clarify the role of the difference threshold in identification of packaging features through application of differential threshold theory in packaging design, and to explore specific methods for identifying the features of enhanced packaging so that the contours, colors, and textures of the packaging can be inherited or innovated according to different requirements. The core elements of packaging features in packaging design, such as contour, color and texture were taken as the entry points. The basic concept of the difference threshold and the role of the difference threshold in identification of packaging features were described by theoretical deduction method. The inheritance of the packaging within the differential threshold range and the innovation above the threshold range of differentiation were described through case comparison. In shaping packaging features, it is required to establish a visual identification model for packaging features, distinguish feature differences within and beyond the threshold of differentiation, and control the identification strength of packaging features according to different needs. It is necessary to benefit consumers on their consistent recognition of packaging features and be conducive to differentiation and visual identification of brands.
引文
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[3]加文·安布罗斯,保罗·哈里斯.创造品牌的包装设计[M].北京:中国青年出版社,2012.AMBROSE G,HARRIS P.Packaging the Brand[M].Beijing:China Youth Publishing Group,2012.
[4]劳拉·里斯.视觉锤[M].北京:机械工业出版社,2013.RISE L.Visual Hammer[M].Beijing:China Machine Press,2013.
[5]张路得,李志春,杨宣霞.基于汉代服装元素的U盘造型设计[J].包装工程,2013,34(4):107-110.ZHANG Lu-de,LI Zhi-chun,YANG Xuan-xia.Modeling Design Based on Han Dynasty Clothing Elements for USB Flash Disk[J].Packaging Engineering,2013,34(4):107-110.
[6]罗伯特·克雷.设计之美[M].济南:山东画报出版社,2010.CRAY R.Beautiful Thing:An Introduction to Design[M]Jinan:Shandong Pictorial Publishing House,2010.
[7]常健.矿泉水瓶形轮廓设计--比例之美[J].中国包装,2011(4):23.CHANG Jian.The Design of Mineral Water Bottle Profile:the Beauty of Proportion[J].China Packaging,2011(4):23.
[8]何建平,甘芳.色彩在黄鹤楼卷烟包装设计中的差异性应用[J].包装工程,2013,34(8):21-23.HE Jian-ping,GAN Fang.Application of Colors in the Design of Huanghelou Cigarette Package to Distinguish Brand Character[J].Packaging Engineering,201334(8):21-23.
[9]王兰珍.包装设计的色彩视觉美[J].包装工程,201435(16):110-113.WANG Lan-zhen.Color Visual Beauty in the Packaging Design[J].Packaging Engineering,2014,35(16):110-113.
[10]王敏,吕娅洁.设计·材质·情感[J].文艺争鸣2011(10):159-160.WANG Min,LYU Ya-jie.Design,Materials,Emotions[J].Literature and Art Forum,2011(10):159-160.