摘要
文章首先解读了家国情怀的本质是一种命运与共的共同体意识,可通过丰富的设计元素形成可感知的表达。引入“集体无意识”与“品牌原型”理论,推衍出食品包装设计对“家国情怀”品牌原型从“符号—功能—叙事”的3个维度的表达路径。以娃哈哈食品包装为例系统解析,验证“符号触发—功能赋能—叙事建构”表达策略如何激活并具象化品牌原型。指出民族品牌可以通过爱国主义视觉符号、社会责任导向的功能设计以及民族文化叙事,激发消费者潜意识中的“家国”原型,实现品牌与消费者共鸣与认同。
The article begins by interpreting the essence of patriotic sentiment as a sense of community with a shared destiny,which can be shaped into perceptible expressions through rich design elements.By introducing the theories of collective unconsciousness and brand archetype,it deduces a three-dimensional expression path for the brand archetype of patriotic sentiment in food packaging design from three dimensions of symbol,function,and narrative.Through a systematic analysis of Wahaha's food packaging,the study verifies how the expression strategies of symbol triggering,function empowerment,and narrative construction activate and materialize the brand archetype.It points out that national brands can evoke the patriotic archetype embedded in consumers'subconscious through patriotic visual symbols,social responsibility designs,and ethnic cultural narratives,thereby achieving resonance and recognition between the brand and its consumers.
作者
黄叔界
黄军
HUANG Shujie;HUANG Jun(College of Ceramics and Design,Beibu Gulf University,Qinzhou,Guangxi 535011,China;The Innovation School of Greater Bay Area,Guangzhou Academy of Fine Arts,Guangzhou,Guangdong 510006,China)
出处
《食品与机械》
北大核心
2025年第9期227-232,共6页
Food and Machinery
基金
广西哲学社会科学研究课题(编号:23BWY007)。
关键词
家国情怀
集体无意识
品牌原型
包装设计
表达策略
patriotic sentiment
collective unconsciousness
brand archetype
packaging design
expression strategy
