本文關(guān)鍵詞： 中國書畫 包裝設(shè)計 創(chuàng)新應(yīng)用 以人為本　出處：《陜西科技大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：為了適應(yīng)市場需要，人們對產(chǎn)品質(zhì)量要求不斷地提高，同時要求產(chǎn)品擁有賞心悅目的外觀，要求包裝設(shè)計起到了傳遞信息、促進商品銷售的作用。中國的書畫藝術(shù)作為一種傳統(tǒng)的優(yōu)秀文化，其水平和內(nèi)涵隨著時間的推移不斷地提高。不論是古代人、現(xiàn)代人還是未來的人類，對中國書畫藝術(shù)都有割不斷的情緣。充分利用中國書畫的魅力，發(fā)揮其在包裝設(shè)計中的作用，也成為了現(xiàn)代設(shè)計師在設(shè)計中追求的共同目標。 通過市場調(diào)研發(fā)現(xiàn)，中國書畫作為中國特有的一種傳統(tǒng)藝術(shù)，已經(jīng)被廣泛地應(yīng)用于人們生活密切相關(guān)的食品包裝、日用品包裝以及其它包裝設(shè)計當中。中國書畫在這些包裝設(shè)計中的應(yīng)用存在著不少的問題。如形式單調(diào)、書畫運用水平偏低、與其它藝術(shù)元素結(jié)合不當、風(fēng)格不和諧、構(gòu)圖不和諧以及與其它元素造成視覺傳達元素的混亂搭配等。針對這些問題，作者根據(jù)時代對中國書畫包裝設(shè)計的需求，探究并解決中國書畫包裝設(shè)計發(fā)展的瓶頸問題，，最終研究出中國書畫應(yīng)用于包裝設(shè)計的科學(xué)可行的有效途徑。 本文從中國書畫與包裝裝潢設(shè)計的關(guān)系、以及運用于包裝設(shè)計中的中國書畫元素分析、中國書畫應(yīng)用于包裝設(shè)計的實踐環(huán)節(jié)及其藝術(shù)構(gòu)成法則、中國書畫在包裝設(shè)計中的創(chuàng)新型應(yīng)用途徑等四個主要方面進行研究，再結(jié)合具體的設(shè)計實踐,總結(jié)出比較科學(xué)有效、具有規(guī)律性的中國書畫應(yīng)用于包裝設(shè)計中的設(shè)計方法，將其有效地應(yīng)用于現(xiàn)代包裝設(shè)計實踐之中，讓更新穎、賦有寓意和易于傳播的中國書畫藝術(shù)形式服務(wù)于企業(yè)，幫助企業(yè)構(gòu)建良好的包裝裝潢品牌形象，體現(xiàn)其深厚的企業(yè)文化。論文的第一部分首先闡述中國書畫與包裝裝潢設(shè)計有密切聯(lián)系的相關(guān)信息，詳細介紹了中國書畫的基本原理、藝術(shù)特點及其發(fā)展現(xiàn)狀及中國書畫應(yīng)用于包裝設(shè)計的前提和條件。論文的第二部分對運用于包裝設(shè)計中的中國書畫元素進行分析，主要從中國書畫元素的筆墨、線條、賦色、構(gòu)圖及中國書畫風(fēng)格在包裝設(shè)計中的應(yīng)用進行分析。中國書畫的筆墨之柔美、線條之品位、賦色之典雅、構(gòu)圖之氣勢在提升包裝設(shè)計品位，增強包裝藝術(shù)感染力方面起到重要作用。將中國書畫元素運用于現(xiàn)代包裝設(shè)計之中，體現(xiàn)民族文化特色，將中國傳統(tǒng)文化影響力發(fā)揚光大，同時也給受眾帶來了精神上的享受。論文的第三部分論述的是中國書畫應(yīng)用于包裝設(shè)計的實踐環(huán)節(jié)及其藝術(shù)構(gòu)成法則。分別從定位、創(chuàng)意、設(shè)計、完善四個環(huán)節(jié)進行分析。針對現(xiàn)代包裝設(shè)計中的品牌定位、產(chǎn)品定位及消費者定位的原則，分析中國書畫應(yīng)用于包裝的創(chuàng)意與設(shè)計形式上的聯(lián)系，依循形式美構(gòu)成法則來進行設(shè)計，總結(jié)出中國書畫在包裝設(shè)計中的應(yīng)用具有規(guī)律性、可行性的研究結(jié)論，使應(yīng)用書畫藝術(shù)的包裝設(shè)計作品能夠符合國際市場的要求。論文的第四部分為中國書畫在包裝設(shè)計中的創(chuàng)新型應(yīng)用途徑。 設(shè)計師在進行包裝設(shè)計時，要遵循包裝設(shè)計的發(fā)展趨勢。1、運用人性、廣博、科學(xué)、藝術(shù)、系統(tǒng)的設(shè)計因素進行符合人機工程學(xué)的包裝裝潢設(shè)計。堅持以人為本的設(shè)計理念為消費者服務(wù)、進行商品的人性化設(shè)計。2、包裝設(shè)計要體現(xiàn)時代的科技、信息風(fēng)格，與企業(yè)文化的有機結(jié)合，將民族化包裝與國際化包裝相結(jié)合。通過深入研究中國書畫應(yīng)用于包裝設(shè)計中的規(guī)律性，探索中國書畫包裝設(shè)計發(fā)展的趨向性，讓這種獨有的藝術(shù)形式更好地運用于包裝設(shè)計當中，以創(chuàng)造出融入時代精神，創(chuàng)造出具有中國風(fēng)格和神韻的包裝設(shè)計作品。這既加快了文化產(chǎn)業(yè)發(fā)展的速度，又推動了文化產(chǎn)業(yè)成為國民經(jīng)濟性支柱產(chǎn)業(yè)，順應(yīng)了中國書畫在包裝設(shè)計應(yīng)用中的發(fā)展趨勢。
[Abstract]:In order to adapt to the needs of the market, people on the quality of products and constantly improve, also requires the product has a pleasing appearance, packaging design requirements to transmit information, promote the sale of goods. As a kind of excellent traditional culture China of painting and calligraphy art, the level and content with time increasing. Whether it is ancient, modern or future human beings, have cut and torn to Chinese. Make full use of Chinese painting and calligraphy painting and calligraphy art charm, to play its role in packaging design, has become a common goal in the pursuit of modern designers in the design.
Through market research found that Chinese painting as a Chinese unique traditional art, has been widely used in people's lives are closely related to food packaging, daily necessities packaging and other packaging design. The application in these China painting and calligraphy in packaging design there is less of a problem. If the form is monotonous, and the level is low. And other artistic elements with improper style is not harmonious, the composition is not harmonious and other elements caused by visual elements of chaos collocation. To solve these problems, the author according to the age of Chinese and packaging design needs to explore and solve the bottleneck problem of packaging design development Chinese painting, eventually developed Chinese painting used in packaging design the scientific and feasible ways.
In this paper, from the relationship between calligraphy and packaging design China, analysis and applied to the packaging design of Chinese painting elements, practice and art of calligraphy and painting Chinese used in the packaging design of the law, China calligraphy in packaging design and innovative application aspects of the four main aspects of the research, combined with the specific design practices. We summed up a more scientific and effective design method with regularity China painting used in the packaging design of the effective application in the modern packaging design practice, make more innovative, endowed with meaning and easy to spread China painting and calligraphy art form of service to the enterprise, to help companies build packaging good brand image, reflects its a strong corporate culture. The first part of the thesis firstly states the related information is closely related to China calligraphy and packaging design, introduces the China painting and calligraphy The basic principle, premise and condition of artistic features and development status and China painting used in packaging design. The second part of the analysis used in the packaging design Chinese painting elements, mainly from the Chinese painting elements of the text, line, color, composition and application of Chinese painting and calligraphy style in packaging design Chinese. Ink painting mellow, lines of taste, color elegance, composition of momentum in packaging design to enhance quality, enhance the artistic appeal of packaging plays an important role. Chinese painting elements used in modern packaging design, embodies the characteristics of national culture, the traditional culture influence Chinese carry forward, but also bring the spirit of enjoyment to the audience. The third part discusses the practice and the art of calligraphy and painting Chinese used in packaging design of the law. From the location, Creative design, improve the four aspects of the analysis. According to the brand positioning in modern packaging design, product positioning and consumer positioning principle, analysis and design of Chinese painting creative form used in the packaging on the link, follow the laws of the formal beauty of the design, summed up the rules of application of Chinese calligraphy in packaging design the conclusions of the feasibility study, the packaging design works of painting and calligraphy art application can meet the requirements of the international market. The fourth part of the thesis is innovative ways of application China calligraphy in packaging design.
Designers in the packaging design,.1, to follow the development trend of packaging design in the use of human knowledge, science, art, design, factors system for packaging decoration design ergonomic design. Adhere to the people-oriented concept of service to consumers, humanization design of.2 products and packaging design to reflect the era of information technology. Style, combined with the enterprise culture, the nationalization and internationalization of packaging packaging combination. Through in-depth study of the regularity of Chinese painting used in packaging design and packaging design development trend explore China painting, better let this unique art form used in packaging design, into the spirit of the times to create. Create packaging design works with Chinese style and charm. It can accelerate the development of cultural industry and speed, to promote the cultural industry as the national economy The pillar industry conforms to the development trend of Chinese painting and calligraphy in the application of packaging design.

【學(xué)位授予單位】：陜西科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：J524.2;J212

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