| 姜天予,樊力源.中国饮料包装设计的现状及发展趋势[J].包装工程,2019,40(14):74-78. |
| 中国饮料包装设计的现状及发展趋势 |
| Current Situation and Development Trend of Packaging Design for Beverages in China |
| 投稿时间：2018-12-05 修订日期：2019-07-20 |
| DOI：10.19554/j.cnki.1001-3563.2019.14.013 |
| 中文关键词: 人性化 原创精神 传统文化 简约化 交互式 |
| 英文关键词: hommization original spirit , traditional culture simplification interaction |
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| 中文摘要: |
| 目的 研究中国饮料的包装设计现状及发展趋势，为国内饮料行业的发展提供参考依据。方法 调查国内饮料市场，比较分析近300个系列产品，选取经典案例进行容器结构造型、包装材料、色彩应用等包装设计要素的研究。结论 目前国内饮料产品的包装设计存在缺乏对弱势群体的人性化关怀、对原创设计作品和知识版权的尊重、对中国传统文化和地域文化的重视，但总体上呈良性发展状态。设计从同质化转变为差异化，以满足用户个性化需求；由独立化转变为系列化，给予顾客超强视觉冲击。同时，为避免产品淹没于充斥视觉信息的消费市场中，简约化设计风格成流行趋势；消费者角色转变，促使以人为本、以沟通体验为主的交互式包装设计成饮料行业新突破口。 |
| 英文摘要: |
| The paper aims to study current situation and development trend of packaging design for beverages in China and provide reference for the domestic beverage industry. The domestic beverage market in China was investigated through comparison and analysis of nearly 300 series of products, including container styling, materials, colors and other essential factors of packaging design for in-depth study. Nowadays, there is a lack of humanistic care, lack of original spirit, and ignorance of traditional Chinese culture and regional culture in the packaging design of domestic beverages, but the change is positive and it’s becoming larger and rapider. Packaging design for beverages changes from homogenization to differentiation in order to meet the individual needs of users; from independence to serialization, giving customers super visual impact. At the same time, to avoid submergence of products in the consumer market which is flooded with visual information, the simplistic design style becomes a popular trend, and the transformation of consumer roles makes human-oriented and interactive experience-based interactive packaging design become a new breakthrough in the beverage industry. |
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