摘要
由于企业品牌文化传播发展方式与消费者审美心态的变化,对商品包装设计的研究也从原来的外部形态研究逐渐转向了人文研究和情感研究。由于商品本身具有一定意义上的地缘优势。所以在包装设计中可以利用设计语言来表现这一优势。利用好商品的地缘优势,不仅能够使商品更具特色,同时也能通过这一情感手段搭建企业和消费者之间沟通的桥梁。文章从在地化包装设计出发,通过对在地性的剖析,阐明了在地化包装设计的含义。并对在地化包装设计中的情感因素展开了广泛而系统的探究。
Due to the change of the development mode of corporate brand culture communication and the aesthetic mentality of consumers,the research on commodity packaging design has gradually shifted from the original external form to the humanities and emotional research.Because the commodity itself has a certain sense of geographical advantage.So we can use design language to express this advantage in packaging design.Making good use of the geographical advantages of commodities can not only make commodities more distinctive,but also build a bridge between enterprises and consumers through this emotional means.Starting from the local packaging design,the article clarifies the meaning of local packaging design by analyzing the local characteristics.And the emotional factors in the geo packaging design were explored extensively and systematically.
作者
黎洁
田雨禾
唐虎跃
汤新星
LI Jie;TIAN Yu-he;TANG Hu-yue;TANG Xin-xing(School of Design and Art,Changsha University of Science and Technology,Changsha,Hunan,410014)
基金
湖南省哲学社会科学基金项目(20YBA007)。
关键词
在地化
包装设计
情感因素
地域文化
设计语言
Localization
Packing Design
Emotional Factors
Regional Culture
Design Language
