【摘要】：隨著商品經(jīng)濟(jì)的大邁步前進(jìn),對(duì)傳統(tǒng)節(jié)日文化的深入挖掘,粽子作為節(jié)日禮品,其包裝角色的位置得以顯現(xiàn)�，F(xiàn)代的社會(huì)禮尚往來(lái)的關(guān)系越來(lái)越密切,粽子包裝體現(xiàn)的文化在端午節(jié)的時(shí)候成為聯(lián)絡(luò)感情的重要商品。我國(guó)粽子包裝也具有了新的發(fā)展勢(shì)頭,粽子包裝要想立足于市場(chǎng),除了擁有其自身藝術(shù)魅力的商品特色外,還應(yīng)有與之相匹配的包裝。 通過(guò)對(duì)國(guó)內(nèi)現(xiàn)狀發(fā)現(xiàn)現(xiàn)階段企業(yè)產(chǎn)品的質(zhì)量日趨同化,市場(chǎng)競(jìng)爭(zhēng)激烈,消費(fèi)者對(duì)產(chǎn)品造型、商標(biāo)、包裝裝潢和廣告的注意力日益增強(qiáng),引起了社會(huì)的廣泛重視,包裝的主要作用得到了凸現(xiàn),由此總結(jié)出本設(shè)計(jì)的創(chuàng)新點(diǎn)及難點(diǎn)。 傳統(tǒng)的粽子包裝大多取材于自然材料,這些天然包裝材料的運(yùn)用,使包裝的形式與功能得到更完美的結(jié)合,促進(jìn)了包裝的發(fā)展,并對(duì)今天的粽子包裝設(shè)計(jì)具有很大的啟發(fā)性、促進(jìn)性和借鑒性。 端午粽子包裝的時(shí)令性和禮品性的規(guī)律性特征,明確中國(guó)傳統(tǒng)文化在運(yùn)用的創(chuàng)新設(shè)計(jì)對(duì)粽子包裝發(fā)展的現(xiàn)實(shí)意義。試圖結(jié)合傳統(tǒng)禮儀文化及商品包裝設(shè)計(jì)策略的緊密關(guān)系入手,制定出適合粽子發(fā)展和市場(chǎng)需求的包裝設(shè)計(jì)策略。 綜合多學(xué)科理論知識(shí),運(yùn)用市場(chǎng)調(diào)研法、文獻(xiàn)綜合法、歸納與演繹法、傳統(tǒng)禮儀元素創(chuàng)作法等設(shè)計(jì)方法,根據(jù)一定的商品屬性、形體結(jié)構(gòu)、儲(chǔ)運(yùn)條件、空間距離轉(zhuǎn)換、促銷(xiāo)誘導(dǎo)等多方面的需要,確定包裝的視覺(jué)效果、產(chǎn)品形象定位、品牌策劃、包裝設(shè)計(jì)策略。在以往的傳統(tǒng)節(jié)日里,粽子有著符合現(xiàn)代經(jīng)濟(jì)時(shí)代的新包裝,這就要求在設(shè)計(jì)的定位,從情感的方向提出了一定的要求。端午節(jié)是中國(guó)的傳統(tǒng)節(jié)日,把禮儀文化和傳統(tǒng)節(jié)日作為切入點(diǎn)。在這個(gè)經(jīng)濟(jì)年代人們會(huì)感性的認(rèn)識(shí)到粽子包裝設(shè)計(jì)具有的傳統(tǒng)文化,民俗,民風(fēng),并與綠色包裝環(huán)保相結(jié)合,為主要方向。并且展示將研究理論用于實(shí)踐的設(shè)計(jì)作品。
[Abstract]:With the development of commodity economy and the deep excavation of traditional festival culture, zongzi, as a holiday gift, has its packing role. The relationship of social reciprocity is getting closer and closer in modern society. The culture embodied in zongzi packaging becomes an important commodity for connecting feelings during the Dragon Boat Festival. China's zongzi packaging also has a new development momentum, zongzi packaging in order to be based on the market, in addition to its own artistic charm of the commodity characteristics, there should be matching packaging. Through the discovery of the present situation in China, it is found that the quality of enterprise products is becoming more and more uniform, the market competition is fierce, and the consumers' attention to product modeling, trademark, packaging and decoration and advertising is increasing, which has aroused the widespread attention of the society. The main function of packaging has been highlighted, thus summed up the innovative points and difficulties of the design. Most of the traditional zongzi packaging materials are from natural materials. The use of these natural packaging materials makes the form and function of packaging more perfect, promotes the development of packaging, and has great enlightenment to the packaging design of today's zongzi. Promotion and reference. The characteristics of seasonal and Gift characteristics of Dragon Boat Festival zongzi packaging make clear the practical significance of the innovative design of Chinese traditional culture in the development of zongzi packaging. Based on the close relationship between traditional etiquette culture and commodity packaging design strategy, this paper tries to work out packaging design strategies suitable for zongzi development and market demand. Synthesizing multidisciplinary theoretical knowledge, applying market research method, literature synthesis method, induction and deduction method, traditional etiquette element creation method and other design methods, according to certain commodity attributes, body structure, storage and transportation conditions, space distance conversion, To determine the visual effects of packaging, product image positioning, brand planning, packaging design strategy. In the past traditional festivals, zongzi has a new packaging in line with the modern economic era, which requires the positioning of the design, from the emotional direction to put forward certain requirements. Dragon Boat Festival is China's traditional festival, etiquette culture and traditional festivals as the entry point. In this economic age, people will realize the traditional culture, folklore and folk style of packaging design of zongzi, and combine it with green packaging and environmental protection, as the main direction. And show the design works that apply the research theory to practice.
【學(xué)位授予單位】：湖南工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：TS206.2

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 蔡偉;美學(xué)意境對(duì)包裝設(shè)計(jì)的影響[J];包裝工程;2004年06期

2 王娟;;禮品包裝設(shè)計(jì)的文化特征[J];包裝工程;2006年05期

3 于瓊;劉莉萍;郭國(guó)強(qiáng);萬(wàn)彤;;現(xiàn)代禮品包裝中民族風(fēng)格的探討[J];包裝工程;2007年02期

4 彭云;張俊;;現(xiàn)代包裝設(shè)計(jì)中文化觀(guān)念的體現(xiàn)[J];科技創(chuàng)業(yè)月刊;2007年10期

5 李鋒;王智鴻;;談我國(guó)禮品包裝的現(xiàn)狀[J];美術(shù)大觀(guān);2007年10期

6 董茜;;淺談包裝平面設(shè)計(jì)三要素的合理應(yīng)用[J];美術(shù)大觀(guān);2012年06期

7 趙新偉;;淺析現(xiàn)代節(jié)日禮品包裝設(shè)計(jì)中傳統(tǒng)文化的表現(xiàn)形式[J];現(xiàn)代商業(yè);2008年09期

8 鄭桂玉;;從可持續(xù)發(fā)展角度談綠色包裝設(shè)計(jì)[J];現(xiàn)代商業(yè);2008年23期

9 楊麗娟;端午節(jié)文化及其旅游價(jià)值探析[J];宜賓學(xué)院學(xué)報(bào);2005年04期

10 陳達(dá)強(qiáng);;倡導(dǎo)人性化的包裝設(shè)計(jì)[J];中國(guó)包裝;2007年04期

，

本文編號(hào)：2329819