| 摘要: |
| 目的 现代社会中的人们对以往乡土生活的怀念与眷恋，涌现出崇尚“乡土”、“自然”、“健康”的消费观念，这促使包装设计工作者在设计时就需要表达出产品的乡土特征，秉持理念、经济、艺术等诸多设计思考，研究视觉图形要素在农产包装中的高效性应用的具体实践方法及设计理念，从而实现乡土农产品最终的包装意义。方法 通过归纳并梳理采集到的有关数据资料，绘制图表分析，并以“芦溪农庄”包装设计为研究案例，探究视觉图形要素在乡土农产品中的高效性应用。结论 视觉图形要素在农产包装中的重要性表现和高效性应用的目的，主要是让消费者能够接受到明确的价值信息，进而唤醒消费者隐性的购买冲动，最终实现市场营销与包装艺术的双面追求，而视觉图形要素在现代农产包装上的设计表现呈现出更加多元化的特征，更好地呈现农产包装中的视觉图形，已然是广大包装工作者和品牌厂商都应再认真研究的课题。 |
| 关键词: 视觉图形 乡土 农产品 包装设计 高效性 |
| DOI：10.19554/j.cnki.1001-3563.2020.20.043 |
| 分类号:TB482 |
| 基金项目: |
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| Efficient Application of Visual Graphic Elements in Agricultural Product Packaging |
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LI Ming1, LI Mei2, LIANG Lie-feng1
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1.Southwest University, Chongqing 400715, China;2.Qiannan Normal University for Nationalities, Duyun 558000, China
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| Abstract: |
| In modern society, people miss and care for the past local life, which results in consumption concept of “native”, “natural” and “healthy” and urges packaging designers to express the local characteristics of products when de-signing, and to study the practical methods and design concepts of efficient application of visual graphic elements in ag-ricultural product packaging by upholding the design thinking of concept, economy, art, etc., so as to realize the final packaging significance of local agricultural products. The relevant data collected were summarized and sorted out to draw the chart for analysis. Taking the packaging design of “Luxi Farm” as a research case, the high-efficiency application of visual graphic elements in local agricultural products was explored. The importance of visual graphic elements in agricultural product packaging and high-efficiency applications are mainly to satisfy consumers’ ability to accept clear value information, thereby awakening consumers’ implicit purchasing impulses and ultimately achieving marketing and packaging art. The design of visual graphic elements in modern agricultural product packaging presents more diversified characteristics. How to better display the visual graphic elements in agricultural product packaging is already a serious study subject for packaging workers and brand manufacturers to think about. |
| Key words: visual design native agricultural products packaging design high efficiency |
