【摘要】：漢字作為符號層面表意最為明確的識別元素,是傳承歷史與文化的重要方式。從藝術(shù)角度來看,漢字作為審美的重要方式,是當(dāng)前社會能夠全方位應(yīng)用的象形文字形式之一,其字體結(jié)構(gòu)充分呈現(xiàn)對傳統(tǒng)文化美的訴求與呈現(xiàn),并借助文化的深層文化內(nèi)涵體現(xiàn)文字所帶有的多重文化意境;從歷史文化角度來看,漢字的誕生與演變,經(jīng)歷了最初的圖畫,象形文字到簡體字的全過程,這一變化作為文化和社會發(fā)展的結(jié)果,反映著人類文明的歷程,成為文明的記錄者。漢字作為信息傳達(dá)的媒介,同樣也是視覺語言符號,其與圖形的共生關(guān)系為漢字圖形化設(shè)計的完成提供深厚的文化基礎(chǔ)。“黃鶴樓”卷煙品牌近幾年憑借包裝設(shè)計的創(chuàng)新與發(fā)展實現(xiàn)了品牌的推廣及形象的傳播,獲得了消費者的一致好評,收獲了諸多消費者的青睞。黃鶴樓品牌憑借獨特的品牌文化及全面的市場定位,通過拓展形象獲得了對其文化內(nèi)涵與藝術(shù)價值的延展,為品牌推廣注入活力。本文結(jié)合漢字的藝術(shù)設(shè)計理論、表現(xiàn)手法及品牌文化等內(nèi)容,以多重藝術(shù)表現(xiàn)方式與文化表達(dá)來對漢字圖形化的商業(yè)價值、藝術(shù)價值、文化價值進(jìn)行整合塑造,總結(jié)出卷煙包裝設(shè)計中漢字元素在設(shè)計原則、藝術(shù)表現(xiàn)、藝術(shù)應(yīng)用三個方面的著力點,并設(shè)計制作出具有黃鶴樓的審美意義、文化藝術(shù)與商業(yè)品牌相統(tǒng)一的卷煙包裝設(shè)計,最終使?jié)h字的設(shè)計價值在卷煙包裝中的應(yīng)用進(jìn)一步被理解和體現(xiàn),并對其未來發(fā)展前景提出新的展望。
[Abstract]:As the most explicit identification element of symbolic level, Chinese character is an important way to inherit history and culture. From the artistic point of view, Chinese characters, as an important way of aesthetic appreciation, are one of the forms of hieroglyphics that can be applied in all aspects of society at present. The font structure of Chinese characters fully presents the appeal and presentation of the beauty of traditional culture. From the perspective of history and culture, the birth and evolution of Chinese characters have gone through the whole process of initial pictures, pictographs and simplified characters. This change, as the result of cultural and social development, reflects the course of human civilization and becomes the recorder of civilization. As the medium of information communication, Chinese characters are also visual language symbols. The symbiotic relationship between Chinese characters and graphics provides a profound cultural basis for the completion of graphic design of Chinese characters. "Yellow Crane Tower" cigarette brand has achieved brand promotion and image dissemination with the innovation and development of packaging design in recent years. With its unique brand culture and comprehensive market positioning, the brand of Yellow Crane Tower obtains the extension of its cultural connotation and artistic value by expanding its image, thus infusing vitality into brand promotion. Based on the artistic design theory of Chinese characters, expression techniques and brand culture, this paper integrates the commercial value, artistic value and cultural value of Chinese character graphics with multiple artistic expressions and cultural expressions. This paper summarizes the focus of Chinese character elements in cigarette packaging design in three aspects: design principle, artistic expression and artistic application, and designs and manufactures cigarette packaging design with the aesthetic significance of Yellow Crane Tower and the unity of culture and art with commercial brand. Finally, the application of Chinese characters in cigarette packaging is further understood and embodied, and a new prospect for its future development is put forward.
【學(xué)位授予單位】：湖北工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：J524.2

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