目的 探索文艺电影镜头美学如何转化为礼品包装的视觉语言与用户体验,提升包装的情感表达与文化内涵。方法 以《大红灯笼高高挂》为案例,提取其镜头中的构图、色彩、空间意象等视觉元素,结合模糊层次分析法（FAHP）对消费者需求进行量化分析,明确设计优先级。在此基础上,完成从镜头语言到包装视觉的结构转译与设计实践。结论 最终的设计实践,以《大红灯笼高高挂》为案例所完成的三层递进式包装,不仅在外观上复刻了电影的视觉风格,更在开启体验中重构了影片的叙事节奏与情感张力,使包装从单纯的商品容器升华为承载文化叙事的情感媒介,为文化消费类包装设计提供新思路。
Abstract
The work aims to explore the ways to transform the aesthetic of artistic film shots into the visual language and user experience of gift packaging, so as to enhance the emotional expression and cultural connotation of the packaging. Taking "Raise the Red Lantern" as a case, the visual elements such as composition, color and spatial image in its shots were extracted. Combined with the Fuzzy Analytic Hierarchy Process (FAHP), the consumer needs were quantitatively analyzed to clarify the design priorities. On this basis, the structural translation and design practice from the language of the lens to the visual packaging was completed. The final design practice, the three-layer progressive packaging completed with "Raise the Red Lantern" as a case, not only replicates the visual style of the film in appearance, but also reconstruct the narrative rhythm and emotional tension of the film in the opening experience, elevating the packaging from a simple commodity container to an emotional medium carrying cultural narratives, providing new ideas for the packaging design of cultural consumption.
关键词
电影场景 /
镜头美学 /
视觉传达 /
礼品包装 /
文化转译
Key words
movie scene /
shot aesthetics /
visual communication /
gift packaging /
cultural translation
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基金
广东省教育厅高校科研平台青年创新人才项目（2024WQNCX256）
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