| 郁世萍.系列化包装设计中的视觉艺术[J].包装工程,2020,41(10):274-276. |
| 系列化包装设计中的视觉艺术 |
| Visual Art in Series Packaging Design |
| 投稿时间：2020-03-06 修订日期：2020-05-20 |
| DOI：10.19554/j.cnki.1001-3563.2020.10.043 |
| 中文关键词: 系列化 包装设计 视觉艺术 |
| 英文关键词: series packaging design visual art |
| 基金项目:教育部科技发展中心产学研创新基金项目（2018A02049）；重庆市教育科学规划项目（2018-GX-348） |
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| 中文摘要: |
| 目的 探索包装设计中系列化设计方向的视觉艺术表现路径。方法 从包装的基本功能及重要作用着手，结合其发展至今的诸多表现，引出系列化包装的创意，接着对系列化包装设计的含义进行分析，总结其在显性组成与隐性组成上的区别以及多样化的表现形式，得出系列化包装设计在助力企业品牌的树立与推广、提升陈列与展示效果、增强广告宣传价值和新产品开发等方面的突出优势，并以色彩的系列化和图形的系列化为焦点，深入分析包装设计中的系列化表现与代表性案例，在此基础上探索系列化包装设计应注意产品类别不能混淆、同类商品系列化应同中求异。结论 系列化包装在整体的实用和审美等方面，并不存在不同于其他种类包装的特殊性，只是在包装上进一步强化商品特性，更加适应现代商品经济的发展和消费者的审美趋向。 |
| 英文摘要: |
| The work aims to explore the visual art expression path of series design direction in packaging design. Starting from the basic functions and important role of packaging, the creativity and attempts of series packaging were introduced in combination with its development and many expressions up to now. Then, the meaning of series packaging design was analyzed to summarize its difference between dominant composition and recessive composition and diversified forms. Based on that, the outstanding advantages of a series packaging design in boosting the establishment and promotion of enterprise brand, intensifying exhibition and display effect, enhancing the advertising value and new product development were obtained. Moreover, with the series of color and graphics at the focus, an in-depth analysis on the serialized expression and representative cases in the packaging design was conducted. On this basis, the problems of not confusing the categories of products and seeking differences in the serialization of similar products were explored. Series packaging has no particularity different from other types of packaging in terms of overall practicality and aesthetics, but is the expression of commodity characteristics promoted by the further enhancement of packaging vision. Therefore, it is more adaptive to the development and competition of modern commodity economy and the aesthetic tendency of consumers, providing services for the commodity economy and beautifying people's life. |
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