| 赵健辉,张楠.基于天津近海非物质文化遗产的产品包装设计[J].包装工程,2017,38(12):65-68. |
| 基于天津近海非物质文化遗产的产品包装设计 |
| Product Packaging Design Based on Intangible Cultural Heritage of Tianjin Coastal Area |
| 投稿时间：2017-02-19 修订日期：2017-06-20 |
| DOI： |
| 中文关键词: 非物质文化遗产 包装设计 生产性保护 产品开发 |
| 英文关键词: Intangible cultural heritage packaging design productive protection product development |
| 基金项目:天津市艺术科学规划项目（E12034） |
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| 中文摘要: |
| 目的 以在天津近海农村地区开展的实践为例，探索将非物质文化遗产的生产性保护与农渔产品的适度开发及包装设计有机结合的路径。方法 将产地的非物质文化遗产与产品概念相结合，融生产文化于产品文化中去，引导消费文化向文化消费流动；进行有差异化的产品包装设计，强调产品的地理标志特征。结论 在有长久农耕与渔业传统的农村地区，产品包装设计要注重对情境、文脉的深度表达而非符号的简单复刻，可以树立有文化传承、有历史内涵的品牌形象，达成文化保护与产品开发的共赢。 |
| 英文摘要: |
| Taking the practice of Tianjin coastal rural areas as an example, it aims to explore the way to combine the productive protection of intangible cultural heritage with the appropriate development and packaging design of agricultural and fishery products. The origin of the intangible cultural heritage is combined with the concept of product, combining production and culture in product culture to guide consumption culture flow to cultural consumption; a differentiated product packaging design, emphasizing the characteristics of geographical indication products. In the long tradition of farming and fishing areas, product packaging design should pay attention to the situation and context depth of expression rather than simple symbols engraved, can set up the cultural heritage and historical connotation of the brand image, to achieve win-win culture protection and product development. |
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