| 摘要: |
| 目的研究本土意识在包装设计中的应用方法。方法以香港“奇华”品牌为例，分析了其设计中创新与本土意识相辅相成的发展关系，梳理了本土意识的构成要素与特征。结论提出了在设计中要以本土文化为根基，在审美层次上追忆传统文化情结，重视文化魅力，传达民族文化精神内涵，这样才能把握民族文化软实力，寻找一条从地方到国际的文化传播之路。 |
| 关键词: “奇华”品牌 本土意识 传统艺术 美学 情感 文化 |
| DOI： |
| 分类号:TB482 |
| 基金项目: |
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| Analysis of Native Consciousness Based on the Hongkong " KeeWah " Brand in Packaging Design |
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FU Xiao-long, JIN Yi-chuan, YANG Xi
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Nanchang University，Nanchang330006，China
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| Abstract: |
| ObjectiveResearch on the application of native consciousness in packaging design.MethodsTaking Hongkong "KeeWah"brand as an example，it analyzed the development relationship between innovation and nativism in the design，combed the construction elements and characteristics of native consciousness.ConclusionIt proposed to be based on the local culture in the design，recollecting traditional culture complexon the aesthetic level，paying attention to the cultural charm，conveying the spiritual connotation of national culture，so as to grasp the national cultural soft power，and find a cultural communication path from local to international. |
| Key words: KeeWahbrand native consciousness traditional art aesthetics emotion culture |
