衢州“一村一品”民族化包装设计与创新研究

Design and Innovation of "One Village, One Product" Nationalized Packaging in Quzhou

中文关键词: “一村一品”  民族化  包装设计  创新

英文关键词: one village, one product  nationalization  packaging design  innovation

中文摘要:

      目的 研究多元文化和多元消费时代背景下，衢州“一村一品”包装设计的策略和设计方法，更好实现其品牌价值和经济效益。方法 分析“一村一品”包装设计的现状、价值和意义以及与民族化包装的关系，明确二者之间密切的关联性、互补性和必要性。对民族化视觉元素表现、民族化包装结构设计、民族化材料应用、民族化时尚设计表现等策略和方法进行案例分析，阐述“一村一品”包装的品牌性、文化性、民族性、艺术性、市场性、现代性在民族化包装设计上的理论应用和实践探索，以此指导“一村一品”包装创新设计与应用推广。结论 民族化包装创新设计是构建“一村一品”品牌的重要手段，民族性文化特征结合现代包装设计理念是其主要表现趋势，是传承乡村文明，提升乡村形象，振兴乡村经济的重要途径。

英文摘要:

      The work aims to study the strategy and design method of the "one village and one product" packaging design in Quzhou under the background of multicultural and multiple consumption era, so as to better realize its brand value and economic benefit. The present situation, value and significance of the "one village and one product" packaging design, as well as the relationship with the nationalized packaging were analyzed, and the close relationship, complementarity and necessity between the two were clearly defined. The case analysis was made on the strategies and methods of nationalized visual elements, structural design of nationalized packaging, nationalized material application and nationalized fashion design. The theoretical application and practical exploration of the brand, culture, nationality, art, market and modernity of "one village and one product" packaging in the design of nationalized packaging were expounded, in order to guide the innovative design, application and popularization of "one village, one product" packaging. The innovative design of nationalized packaging is an important means to build a "one village and one product" brand. The national cultural characteristics combined with the modern packaging design concept are its main trend. It is an important way to inherit rural civilization, enhance the image of the country and revitalize the rural economy.