饮料包装视觉设计中文字的应用与表现

Application and Expression of Characters in the Visual Design of Beverage Packaging

中文关键词: 饮料  包装视觉设计  文字  创意字体

英文关键词: beverage  visual design of packaging  character  creative font

中文摘要:

      目的 对饮料包装设计中不同类别文字的应用与表现方法进行分析与探索。方法 首先通过对饮料包装视觉设计中品牌文字、产品名称文字、广告宣传文字及说明文字等四类文字特征进行分析;其次讨论它们的关系，得出其对消费者发现、认知与理解产品等不同层面起到的作用;再次对文字的设计应用与表现进行探究，结合相关案例进行分析与佐证;最后提出对饮料包装视觉设计中不同类别文字应用与表现的具体方法与建议。结论 伴随着消费的持续升级及人们对美好生活的向往，文字在饮料包装视觉设计中有更大的可能性与发挥空间。通过分析和研究提出的方法与建议对相关饮料包装视觉设计有指导作用。

英文摘要:

      The work aims to analyze and explore the application and expression methods of different types of text in beverage packaging design. Firstly, the characteristics of the four types of characters in the visual design of beverage packaging, such as brand text, product name text, advertising text and explanatory text were analyzed. Then, their relationship was discussed and it was concluded that they had different effects on consumers' discovery, cognition and understanding of products. Next, the design application and performance of the four types of characters were explored, and relevant cases were used for analysis and demonstration. Finally, the specific methods and suggestions for the application and expression of different types of characters in visual design of beverage packaging were put forward. With the continuous upgrading of consumption and people's yearning for a better life, characters have greater possibilities and space in the visual design of beverage packaging. The methods and suggestions put forward through analysis and research are instructive to the visual design of related beverage packaging.