包装视觉设计中的留白研究
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摘要
随着经济的飞速发展,社会物质生产资料极大丰富,成千上万种商品涌向市场,它们之间的竞争日益加剧,随着自选超市的出现,在消费者的自主选择下,商品的包装就像一个无声的销售员,开始受到人们的关注。在经济的影响下人们的消费与生活方式也随之改变,逐渐向自我发展型转变,社会开始进入感性化消费时代,对商品包装的需求也从自然功能上升到精神层面,这就对包装的视觉设计提出了新的要求。
包装设计研究是一个比较成熟的研究领域,本文是在现有学术成果的基础上,从消费者的视觉心理及社会文化角度出发,站在一个新的研究视角:即把传统艺术中的“留白”现象研究引入到包装视觉设计中,对其具体应用价值作研究。
本文首先从传统艺术和现代设计艺术形式中寻找留白的表现形式,从中吸取营养,分别从包装平面意义上的留白价值和立体意义上的留白价值进行研究。其次对不同产品类别包装中的留白进行研究,总结不同产品包装留白的特点,提出了留白的一些规律和方法,对以后的包装视觉设计实践具有一定的指导和借鉴意义。最后根据课题研究的成果,结合本文内容进行设计实践,进一步对理论研究进行充实和验证。
With the quick development of social economy, material for production has been greatly enriched and millions of products are flooding into the market,which causes a cut-throat competition.Meanwhile,the arise of supermarkets makes consumers decision makers and turns the packages of products into something resembling a silent salesman, and which begins to receive attention from the society. Under the infuence of such deveopment,the way of people's living and consuming gradually tansform into self-development style,society stepping into the age of emotional consumption.As a result, a raise from natural function to spiritual needs of the requirement upon commercial packing is greatly demanded, which at the same time puts forth a new request uopn the visual design of commertial packaging.
Research on packaging design has well developed, and basing the scholar achievement in exsitence,this thesis introduces traditional art of "shite space" into packaging design and carries out a research on its specific application value from the new standpoint of visual phychology and social culture of consumers.
firstly, after searching for the representation forms of shite space from the designing shapes of traditional and modern art, and taking its nourishment,this thesis studies the value of shite space respectively from plane packagine and stereo packaging.Secondly,it researches on the shite space of various products,summarizes the characteristics of different commodities and puts forwards some rales and ways in leaving shite space.This, in a certain extent will direct the future visual design.Finally,basing on the fruit of this research, the thesis goes deep into a test and verification upon the theory research.
包装设计研究是一个比较成熟的研究领域,本文是在现有学术成果的基础上,从消费者的视觉心理及社会文化角度出发,站在一个新的研究视角:即把传统艺术中的“留白”现象研究引入到包装视觉设计中,对其具体应用价值作研究。
本文首先从传统艺术和现代设计艺术形式中寻找留白的表现形式,从中吸取营养,分别从包装平面意义上的留白价值和立体意义上的留白价值进行研究。其次对不同产品类别包装中的留白进行研究,总结不同产品包装留白的特点,提出了留白的一些规律和方法,对以后的包装视觉设计实践具有一定的指导和借鉴意义。最后根据课题研究的成果,结合本文内容进行设计实践,进一步对理论研究进行充实和验证。
With the quick development of social economy, material for production has been greatly enriched and millions of products are flooding into the market,which causes a cut-throat competition.Meanwhile,the arise of supermarkets makes consumers decision makers and turns the packages of products into something resembling a silent salesman, and which begins to receive attention from the society. Under the infuence of such deveopment,the way of people's living and consuming gradually tansform into self-development style,society stepping into the age of emotional consumption.As a result, a raise from natural function to spiritual needs of the requirement upon commercial packing is greatly demanded, which at the same time puts forth a new request uopn the visual design of commertial packaging.
Research on packaging design has well developed, and basing the scholar achievement in exsitence,this thesis introduces traditional art of "shite space" into packaging design and carries out a research on its specific application value from the new standpoint of visual phychology and social culture of consumers.
firstly, after searching for the representation forms of shite space from the designing shapes of traditional and modern art, and taking its nourishment,this thesis studies the value of shite space respectively from plane packagine and stereo packaging.Secondly,it researches on the shite space of various products,summarizes the characteristics of different commodities and puts forwards some rales and ways in leaving shite space.This, in a certain extent will direct the future visual design.Finally,basing on the fruit of this research, the thesis goes deep into a test and verification upon the theory research.
引文
[1]王芙亭.包装设计[M].北京:海洋出版社,2008.
[2]丁家永.从消费感性化趋势谈营销创新意义.http://stuay.qmvip.com/360/117701.html.
[3]连漪,田巧莉,李松柏.基于感性消费的零售商业营销策略思考.http://www.mie168.com/htmlcontent.asp,2007-13.
[4]365优办公资料网.从消费感性化谈品牌的意义.http://www.365u.com.cn/.
[5]王安霞.包装形象的视觉设计[M].南京:东南大学出版社,2006.
[6]张小艺.绝对包装[M].南昌:江西美术出版社,2006.
[7]余永海,周旭.视觉传达设计[M].北京:高等教育出版社.2006.
[8]汪田明,肖颖喆.设计艺术概论[M].长沙:湖南大学出版社,2006.
[9]刘海飒.包装的视觉设计[M].沈阳:万卷出版公司,2005.
[10]张红华.留白技法在现代艺术设计中的映射[J].美与时代,2006(2):35-37.
[11]罗竹风.汉语大词典7[M].上海:汉语大词典出版社,1991.
[12]商务印书馆辞书研究中心.古今汉语字典[M].北京:商务印书馆,2003.
[13]鲍英华,张伶伶.建筑空间留白的可持续性解析[J].华中建筑,2008,26(1):93-94.
[14]熊建新,郑君.现代包装设计中的“意境”和“留白”[J].包装工程,2007,12(28):168-169.
[15]岳继平.平面设计中的空白意蕴[J].艺术与设计,2007,(1):27-29.
[16]章扬.谈图形设计中的空白空间[J].苏州工艺美术职业技术学院学报,2006,(3):31-32.
[17]王乌云.招贴广告设计的休止符[J].内蒙古民族大学学报(社会科学版),2004,30(4):123-124.
[18]曹方.视觉传达设计原理[M].南京:江苏美术出版社,2005.
[19]宗白华.意境[M].北京:北京大学出版社,1997.
[20]詹和平.空间[M].南京:东南大学出版社,2006.
[21]朱永春.宗白华建筑美学思想初探[J].建筑学报,2002,(11):45-46.
[22]姜川.苏州园林的留白艺术及对现代平面设计的启示[J].广西艺术学院学报,2007,(8):21-22.
[23]李砚祖.平面设计艺术[M].北京:中国人民大学出版社,2005.
[24]吕敬人.书籍设计[M].北京:中国青年出版社,2006.
[25]章扬.空纳万物[D].南京:南京师范大学,2005.
[26]原军惠.留白非空,空白非白[J].安徽文学,2007,(3):127-128.
[27]何伟良.留白天地宽.http://www.cpd.com.cn/gb/newspaper/2004-12/10/content_376776.htm.
[28]吕淑梅,石言.包装装潢设计[M].北京:化学工业出版社,2005.
[29]安丽杰.色彩的情感作用与包装装潢设计[J].辽宁师专学报,2006,(2):34-36.
[30]杨越峰,袁恩培.现代商品包装装潢版式的简约性设计[J].包装工程,2006,(2):251-253.
[31]朱和平.包装设计[M].长沙:湖南大学出版社,2006.
[32]郑军,唐伟.空白与设计[M].上海:上海书店出版社,2006.
[33]尹章伟,熊文飞,何方.包装造型与装潢设计[M].北京:化学工业出版社,2006.
[34]赵炜.浅谈版式设计中的留白.The Intentional Blank Space of Page Layouts,2007-06-12.
[2]丁家永.从消费感性化趋势谈营销创新意义.http://stuay.qmvip.com/360/117701.html.
[3]连漪,田巧莉,李松柏.基于感性消费的零售商业营销策略思考.http://www.mie168.com/htmlcontent.asp,2007-13.
[4]365优办公资料网.从消费感性化谈品牌的意义.http://www.365u.com.cn/.
[5]王安霞.包装形象的视觉设计[M].南京:东南大学出版社,2006.
[6]张小艺.绝对包装[M].南昌:江西美术出版社,2006.
[7]余永海,周旭.视觉传达设计[M].北京:高等教育出版社.2006.
[8]汪田明,肖颖喆.设计艺术概论[M].长沙:湖南大学出版社,2006.
[9]刘海飒.包装的视觉设计[M].沈阳:万卷出版公司,2005.
[10]张红华.留白技法在现代艺术设计中的映射[J].美与时代,2006(2):35-37.
[11]罗竹风.汉语大词典7[M].上海:汉语大词典出版社,1991.
[12]商务印书馆辞书研究中心.古今汉语字典[M].北京:商务印书馆,2003.
[13]鲍英华,张伶伶.建筑空间留白的可持续性解析[J].华中建筑,2008,26(1):93-94.
[14]熊建新,郑君.现代包装设计中的“意境”和“留白”[J].包装工程,2007,12(28):168-169.
[15]岳继平.平面设计中的空白意蕴[J].艺术与设计,2007,(1):27-29.
[16]章扬.谈图形设计中的空白空间[J].苏州工艺美术职业技术学院学报,2006,(3):31-32.
[17]王乌云.招贴广告设计的休止符[J].内蒙古民族大学学报(社会科学版),2004,30(4):123-124.
[18]曹方.视觉传达设计原理[M].南京:江苏美术出版社,2005.
[19]宗白华.意境[M].北京:北京大学出版社,1997.
[20]詹和平.空间[M].南京:东南大学出版社,2006.
[21]朱永春.宗白华建筑美学思想初探[J].建筑学报,2002,(11):45-46.
[22]姜川.苏州园林的留白艺术及对现代平面设计的启示[J].广西艺术学院学报,2007,(8):21-22.
[23]李砚祖.平面设计艺术[M].北京:中国人民大学出版社,2005.
[24]吕敬人.书籍设计[M].北京:中国青年出版社,2006.
[25]章扬.空纳万物[D].南京:南京师范大学,2005.
[26]原军惠.留白非空,空白非白[J].安徽文学,2007,(3):127-128.
[27]何伟良.留白天地宽.http://www.cpd.com.cn/gb/newspaper/2004-12/10/content_376776.htm.
[28]吕淑梅,石言.包装装潢设计[M].北京:化学工业出版社,2005.
[29]安丽杰.色彩的情感作用与包装装潢设计[J].辽宁师专学报,2006,(2):34-36.
[30]杨越峰,袁恩培.现代商品包装装潢版式的简约性设计[J].包装工程,2006,(2):251-253.
[31]朱和平.包装设计[M].长沙:湖南大学出版社,2006.
[32]郑军,唐伟.空白与设计[M].上海:上海书店出版社,2006.
[33]尹章伟,熊文飞,何方.包装造型与装潢设计[M].北京:化学工业出版社,2006.
[34]赵炜.浅谈版式设计中的留白.The Intentional Blank Space of Page Layouts,2007-06-12.