摘要
目的以壮族文化元素在包装设计中的应用为研究对象,分析包装设计与地方性知识的互动过程,探究地方性知识在包装设计中的文化价值、应用方式及融入机制。方法以“地方性知识”理论为视角和基础,对接包装设计要素构建壮族文化元素的地方性知识体系,运用设计人类学的深描法及隐喻抽取技术(ZMET)对壮族文化元素的民族基因、文化迷思、设计符号进行解读和阐释,探寻壮族文化元素在包装设计中的挖掘和转化路径。结果得出壮族文化元素基于地方性知识的身份,并运用于包装设计的定位、风格及特色之中,增强消费者的文化想象和体验。结论从地方性知识视角出发,包装设计能够进一步实现民族文化自觉和差异化发展,从形式与内容、文化与体验层面促进包装设计的发展创新。
The work aims to study the application of Zhuang cultural elements in packaging design,so as to analyze the interaction between packaging design and local knowledge,and explore the cultural value,application mode and integration mechanism of local knowledge in packaging design.With the theory of"local knowledge"as the perspective and basis,the packaging design elements were connected to construct the Zhuang local knowledge system.The thick description of design anthropology and the Zaltman Metaphor Elicitation Technique(ZMET)were used to interpret and clarify the national gene,cultural myth and design symbol of Zhuang cultural elements and explore the pathway of applying Zhuang cultural elements in packaging design.Zhuang cultural elements were based on the identity of local knowledge,and were used in the positioning,style and characteristics of packaging design to enhance consumers'cultural imagination and experience.From the perspective of local knowledge,packaging design can further realize the conscious and differentiated development of national culture,and promote the development and innovation of packaging design from the aspects of form and content,culture and experience.
作者
张海彬
黎嘉珺
张海琳
ZHANG Hai-bin;LI Jia-jun;ZHANG Hai-lin(Guilin University of Technology,Guangxi Guilin 541006,China;Guilin Tourism University,Guangxi Guilin 541006,China)
出处
《包装工程》
CAS
北大核心
2022年第24期221-226,共6页
Packaging Engineering
基金
广西高校千名中青年骨干教师培育课题(2020QGRW037)
广西哲学社会科学规划研究课题(21BMZ021)
广西大学文学与文化研究中心课题(XDWX202110)。
关键词
地方性知识
壮族文化
包装设计
隐喻抽取技术
迷思
local knowledge
Zhuang culture
packaging design
Zaltman Metaphor Elicitation Technique
myth
