目的 探讨数字乡村战略背景下,天府农耕文化基因在农产品包装设计中的活化路径,构建文化与技术融合驱动的创新设计模型。方法 首先分析四川地区典型农产品包装存在的视觉问题,结合问卷调研,提取用户偏好与文化关注要素。依托文化基因图谱构建与语义标签提取,提炼天府农耕文化代表性符号。进一步引入AR与区块链等数字工具开展多层级设计转译并以“八零耕夫”品牌为实践载体进行设计应用与系统评估。结果 研究发现,文化因子的层次化提炼与数字工具的融合设计,能够有效提升包装的文化表达力与用户体验感,打造出科技文化协同的沉浸式地域特色包装设计。结论 提出文化基因、数字技术、包装转译三元融合模型,既为农耕文化在包装设计中的当代表达提供了可行路径,也为数字乡村战略下区域农产品品牌建设与文化活化提供了方法支撑与设计范式。
Abstract
The work aims to explore the activation path of Tianfu agricultural culture genes in the packaging design of agricultural products under the background of the digital rural strategy, and construct an innovative design model driven by the integration of culture and technology. Firstly, the visual problems existing in the packaging of typical agricultural products in Sichuan region were analyzed. Combined with the questionnaire survey, the elements of user preferences and cultural concerns were extracted. Relying on the construction of cultural gene maps and the extraction of semantic tags, representative symbols of Tianfu agricultural culture were refined. Digital tools such as AR and blockchain were further introduced to carry out multi-level design translation, and the "80's Farmers" brand was taken as the practical carrier to conduct design application and system evaluation. Research found that the hierarchical refinement of cultural factors and the integrated design of digital tools could effectively enhance the cultural expressiveness and user experience of packaging, creating an immersive regional characteristic packaging design that integrated technology and culture. A tripartite integration model of cultural genes, digital technology and packaging translation is proposed, which provides a feasible path for the contemporary expression of agricultural culture in packaging design and also offers methodological support and design paradigms for the brand building and cultural activation of regional agricultural products under the digital rural strategy.
关键词
数字乡村 /
天府农耕文化 /
文化基因 /
包装设计 /
设计转译
Key words
digital village /
Tianfu agricultural culture /
cultural genes /
packaging design /
design translation
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基金
山东省社会科学规划研究项目（24CWYJ24）
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