故事性图形在包装设计中的应用研究
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摘要
目的阐述故事性图形的概念,分析故事性图形的特点和优势,对其在包装设计中应用的可行性进行研究,并总结故事性图形在包装设计中的实现方法,以归纳出一种新的包装图形的设计思路。方法通过对故事性图形传播特点进行分析,阐述故事性图形的概念、特点和优势。通过对品牌形象、产品诉求和目标消费群体的三维交叉研究进行故事的选择与策划,再依据诉求和所完成故事的特点,通过写实型手绘、漫画型手绘和插画型手绘的方法进行故事性图形创作,并以一套以故事性图形为图形语言的衍生包装设计实例,佐证故事性图形相关理论的正确性。结论通过对故事性图形在包装设计中的可行性和实现方法的研究,证实了故事性图形是一种直接且高效的包装图形语言,对于产品品质的提升和品牌形象的塑造具有一定的意义,能为包装设计的发展提供新的思路和方法。
The work aims to induce a kind of new design idea of packaging graphics by explaining the concept of story-telling graphics, analyzing the characteristics and advantages of story-telling graphics, investigating the feasibility of its application in packaging design, and summarizing how story-telling graphics are achieved in packaging design. On the basis of analyzing the spreading characteristics of story-telling graphics, the concept, characteristics and advantages of story-telling graphics were explained. The stories were selected and planned by 3D cross-over study of brand image, product appeal and targeted consumers. Then, based on the appeal and the characteristics of completed stories, the story-telling graphics were created by means of realistic sketching, comic-style sketching and illustrations-style sketching. Moreover, a set of derivative packaging design examples with story-telling graphics as a graphical language were used to support the correctness of correlation theory of story-telling graphics. The study on the feasibility and implementation method of story-telling graphics in the packaging design proves that, the story-telling graphics are a direct and efficient language of packaging graphics, they are meaningful for the improvement of product quality and the shaping of brand image and also can provide some new ideas and methods for the development of packaging design.
The work aims to induce a kind of new design idea of packaging graphics by explaining the concept of story-telling graphics, analyzing the characteristics and advantages of story-telling graphics, investigating the feasibility of its application in packaging design, and summarizing how story-telling graphics are achieved in packaging design. On the basis of analyzing the spreading characteristics of story-telling graphics, the concept, characteristics and advantages of story-telling graphics were explained. The stories were selected and planned by 3D cross-over study of brand image, product appeal and targeted consumers. Then, based on the appeal and the characteristics of completed stories, the story-telling graphics were created by means of realistic sketching, comic-style sketching and illustrations-style sketching. Moreover, a set of derivative packaging design examples with story-telling graphics as a graphical language were used to support the correctness of correlation theory of story-telling graphics. The study on the feasibility and implementation method of story-telling graphics in the packaging design proves that, the story-telling graphics are a direct and efficient language of packaging graphics, they are meaningful for the improvement of product quality and the shaping of brand image and also can provide some new ideas and methods for the development of packaging design.
引文
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[8]王丛.现代包装手绘图形表现风格研究[D].沈阳:沈阳航空航天大学,2012.WANG Cong.Research on Modern Packaging Handpainted Graphic Expression Style[D].Shenyang:Shenyang Aerospace University,2012.
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[10]王燕婷.浅谈扁平化的插画风格[J].戏剧之家,2017(13):253.WANG Yan-ting.Talking about the Flattened Illustration Style[J].Home Drama,2017(13):253.
[2]彭传新.品牌叙事理论研究:品牌故事的建构和传播[D].武汉:武汉大学,2011.PENG Chuan-xin.Research on Brand Narrative Theory:the Construction and Dissemination of Brand Story[D].Wuhan:Wuhan University,2011.
[3]邓宇燕.浅谈故事型广告在社交网络时代的传播[J].科技信息,2011(24):108.DENG Yu-yan.Talking about the Spread of Story-type Advertisements in the Era of Social Network[J].Science&Technology Information,2011(24):108.
[4]ROBIN L.Advertising by Design[M].New Jersey:John Wiley&Sons,2010.
[5]郭欣欣.图形语言在包装设计中的应用[J].包装工程,2014,35(24):72-74.GUO Xin-xin.The Application of Graphic Language in Packaging Design[J].Packaging Engineering,2014,35(24):72-74.
[6]星河.广告诉求点的选择[J].中国广告,2001:79.XING He.The Select of the Point of Advertising Appeals[J].China Advertising,2001:79.
[7]李怀苍,李昌.口碑品牌的故事化设计与技巧[J].昆明理工大学学报(社会科学版),2013(2):96-102.LI Huai-cang,LI Chang.Word of Mouth Brand's Story Design and Skills[J].Journal of Kunming University of Science and Technology(Social Science Edition),2013(2):96-102.
[8]王丛.现代包装手绘图形表现风格研究[D].沈阳:沈阳航空航天大学,2012.WANG Cong.Research on Modern Packaging Handpainted Graphic Expression Style[D].Shenyang:Shenyang Aerospace University,2012.
[9]尤飞,马爽.品牌产品包装的创意要素研究[J].包装工程,2016,37(6):10-12.YOU Fei,MA Shuang.The Research on Creative Elements of Brand Product Packaging[J].Packaging Engineering,2016,37(6):10-12.
[10]王燕婷.浅谈扁平化的插画风格[J].戏剧之家,2017(13):253.WANG Yan-ting.Talking about the Flattened Illustration Style[J].Home Drama,2017(13):253.