本文關(guān)鍵詞： “浮生若夢”普洱茶 東巴視覺符號 品牌化包裝　出處：《湖南工業(yè)大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：在2014年的“兩會”中，提出了加強(qiáng)文化貿(mào)易的發(fā)展,包裝設(shè)計(jì)作為文化貿(mào)易產(chǎn)業(yè)的一部分，在不斷地被我們的關(guān)注，推動傳統(tǒng)文化商品走出去越來越受重視。它不僅僅只是具備與產(chǎn)品本身相關(guān)的幾個(gè)基本屬性，同時(shí)，還承擔(dān)起更多的責(zé)任,包裝設(shè)計(jì)已延伸到與人們生活息息相關(guān)的更多領(lǐng)域中。品牌化包裝是一個(gè)多元素共同構(gòu)成的概念，它所代表的，不僅限于直觀的產(chǎn)品本身，更是企業(yè)品牌形象的，文化與精神的濃縮和體現(xiàn)。隨著改革開放的深入、國際知名品牌和先進(jìn)設(shè)計(jì)理念的引入和沖擊，我國面臨著如何發(fā)揚(yáng)老字號的傳統(tǒng)文化優(yōu)勢，優(yōu)化品牌形象和宣傳體系；如何創(chuàng)立新的民族地域性品牌，有效地宣傳和推廣新興民族地域性產(chǎn)業(yè)等問題。 “浮生若夢”普洱茶—納西族東巴文化的代表性商品，在期適應(yīng)當(dāng)代形式的包裝設(shè)計(jì)。麗江傳統(tǒng)的東巴文化視覺符號散發(fā)著強(qiáng)有力的民族氣息，探索這種東巴視覺符號的藝術(shù)形式和審美內(nèi)涵，并應(yīng)用到“浮生若夢”普洱茶品牌化包裝設(shè)計(jì)，即有利于東巴文化的傳承，又有利于“浮生若夢”普洱茶的銷售和推廣。 筆者以云南麗江“浮生若夢”河?xùn)|館（普洱茶手工制作銷售作坊）為基點(diǎn)，應(yīng)用納西族東巴文化中的傳統(tǒng)元素符號，應(yīng)用寫實(shí)、抽象、夸張和動感化的傳統(tǒng)的藝術(shù)審美形式手法，，采用東巴視覺符號、品牌化包裝的品牌效應(yīng)裝飾風(fēng)格，“以人為本”、“可持續(xù)性”的設(shè)計(jì)理念應(yīng)用，對“浮生若夢”普洱茶包裝進(jìn)行較為系統(tǒng)的設(shè)計(jì)，對麗江“浮生若夢”普洱茶進(jìn)行再設(shè)計(jì)。塑造具有云南麗江東巴文化特色的“浮生若夢”普洱茶的品牌化包裝設(shè)計(jì)形象，為保護(hù)和弘揚(yáng)東巴文化精神起到積極促進(jìn)的作用。
[Abstract]:In 2014, the "two sessions" proposed to strengthen the development of cultural trade. Packaging design, as a part of the cultural trade industry, is constantly receiving our attention. More and more attention has been paid to promoting the development of traditional cultural goods. It not only has a few basic attributes related to the product itself, but also assumes more responsibilities. Packaging design has been extended to more fields which are closely related to people's life. Brand packaging is a multi-element concept, which represents not only the intuitive product itself, but also the brand image of the enterprise. With the deepening of reform and opening up, the introduction and impact of international well-known brands and advanced design concepts, China is faced with how to carry forward the traditional cultural advantages of old brands and optimize the brand image and publicity system. How to establish new national regional brand and effectively propagate and popularize the new national regional industry and so on. Pu'er Tea, the representative commodity of Dongba culture of Naxi nationality, adapts to the packaging design of contemporary forms. The traditional visual symbols of Dongba culture in Lijiang have a strong national flavor. Exploring the artistic form and aesthetic connotation of the Dongba visual symbol and applying it to the packaging design of Pu'er tea brand is beneficial to the inheritance of Dongba culture and to the sale and promotion of Pu'er tea. Based on the Hedong Pavilion (Pu'er Tea handmade and selling Workshop) in Lijiang, Yunnan Province, the author applies the traditional elements of the Dongba culture of the Naxi nationality, which is realistic and abstract. Hyperbole and dynamic traditional art aesthetic form, using Dongba visual symbol, brand effect decoration style of brand packaging, "people-oriented", "sustainable" design concept application, The packaging of Pu'er tea is designed systematically, and the Pu'er tea of Lijiang is redesigned. The brand design image of Pu'er tea with the characteristics of Dongba culture in Lijiang, Yunnan Province, is created. In order to protect and carry forward the spirit of Dongba culture play an active role in promoting.
【學(xué)位授予單位】：湖南工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：TB482

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本文編號：1516105