生肖包装设计研究

Packaging Design of Chinese Zodiac

中文关键词: 生肖  包装设计  民俗  吉祥文化

英文关键词: Chinese zodiac  packaging design  folk custom  auspicious culture

中文摘要:

      目的 探究生肖包装中蕴藏的关于设计传承与创新的规律，为生肖包装设计提供思路，多元化地促进产品包装的创新发展，为发掘传统文化的当代价值开辟新径。方法 收集比较当下的生肖包装设计，分析生肖包装的复合价值，从文化定位与创新路径的角度归纳生肖包装的设计法则。结论 生肖包装是品牌为庆贺新年，以当年的生肖动物为设计题材的贺年包装，是一种日趋流行的文化现象与艺术形式。在满足消费者日益成熟的消费观念和个性化的审美需求过程中，它所蕴含的文化内涵与美学精神也变得日益丰富。它的设计是传统文化与现代设计、民俗价值与品牌价值、中国文化与西方艺术融合的产物，它的设计必须兼容并蓄，以开放与包容的姿态传承与发扬传统民俗文化，展现其不朽魅力与时代风采。

英文摘要:

      This paper aims to explore the laws of inheriting and innovation in Chinese zodiac packaging design, and provide ideas, so as to promote the originality and development of packaging design diversely and open up new paths for the contemporary value of traditional culture.Through the collection and comparison of current Chinese zodiac packaging design, the composite value of such packaging design is analyzed, and from the perspective of cultural positioning and innovative approach, the rules of the Chinese zodiac packaging design is summarized. Chinese zodiac packaging is a New Year packaging with the theme of Chinese zodiac of that year which made by a brand for celebration. It’s an increasingly popular cultural phenomenon and art form. In the process of meeting consumers' matured consumption concepts and personalized aesthetic needs, the cultural connotation and aesthetic spirit contained in it have also become increasingly richer. It is a compound product of traditional culture and modern design, folk value and brand value, and Chinese culture and western art. The design of it must be compatible and eclectic, to inherit and carry forward traditional folk culture with an open and inclusive attitude, in order to show its immortal charm and the style of the times.