日照海产品包装设计研究

发布时间：2018-02-01 16:29

本文关键词： 日照海产品包装设计品牌意识地域文化视觉语言　出处：《曲阜师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来,日照市政府提出“旅游兴市”的战略方针,大力发展旅游业,业已形成一定的规模,截止2014年底全年共接待游客突破3500万人次,随着游客人数的不断增加,作为本地特色的日照海产品,备受游客青睐,其需求量迅速增长。但是,环顾日照海产品销售市场,在种类繁多的,海产品包装设计中优秀的包装设计却寥寥无几,这些包装存在着视觉形象不考究,只注重成本,没有独具特色的视觉形象元素,地域特色不明显的问题。究其原因,日照是一个新兴的海滨旅游城市,品牌意识不足,未形成鲜明统一的日照海鲜品牌,开发和重视力度不够;其次,商家对日照海产品销售对象的定位无针对性,产品档次区分不明确,忽视消费者不同年龄段、不同审美、不同喜好的个性化需求和情感需求。纵观现代包装设计的主流,包装设计不再局限于外观的形式美或追求标新立异的表现,而是满足消费者精神层面的情感诉求。由于商品的极大丰富,消费者已走进精神性消费领域,消费行为表现出鲜明的个性化趋向。品味、情调、层次、心理满足等能够展示个性的精神要素已成为部分消费者购买的首选。这是一个崇尚个性的时代,人们对“千篇一律”的商品包装开始厌倦了,对那些个性鲜明,魅力独特的包装在外形、色彩、结构、选材上独具匠心,并且具有独到的销售意识,日益受到消费者的关注。因此,在包装设计中更要体现出包装设计的这种社会功能。日照海产品的包装设计不仅是承载日照地域文化和情感价值的物质载体,也是满足游客和消费者精神与情感多样化需求的重要途径。针对这些问题,本文从日照当地自然特色和地域文化入手,使日照海产品包装呈现出不同风格,以满足消费者不同的品味和需求。如,漫步在日照美丽的海岸线上,可以欣赏到蓝天、碧海、海鸥点点的自然景观,从中获取灵感,设计针对年轻消费者时尚浪漫之感的包装设计;聆听大海的声音,仰望天空的空灵,静静的坐在沙滩上放空,设计出针对知识分子文艺范的包装设计;此外,在日照当地有许多具有时代特征和地域特色的乡土民俗,勾起年长消费者的回忆,设计出带有思乡怀旧情怀的包装设计;农民画的乡俗乡韵,日照剪纸的粗犷质朴慰藉着大众的心灵,设计出面向大众的包装设计。不断满足消费者不同层次的需求,努力打造日照海产品特色品牌,这不仅能促进日照海产品的销售量,而且也能提高日照旅游形象的美誉度。
[Abstract]:In recent years, the Rizhao city government put forward the strategic policy of "tourism prospering the city", vigorously develop tourism, has formed a certain scale, as of end of 2014, the total number of visitors exceeded 35 million. With the increasing number of tourists, as the local characteristics of Rizhao seafood, favored by tourists, its demand is growing rapidly. However, looking around the sales market of Rizhao seafood, in a wide variety of. Seafood packaging design in the excellent packaging design is very few, these packaging has not been studied the visual image, only pay attention to the cost, there is no unique visual image elements. The reason is that Rizhao is a new seaside tourist city, lack of brand awareness, not forming a distinct and unified Rizhao seafood brand, the development and attention is not enough; Secondly, the positioning of the marketing object of Rizhao seafood products is not targeted, product grade is not clear, ignore different age groups of consumers, different aesthetic. Throughout the mainstream of modern packaging design packaging design is no longer limited to the appearance of formal beauty or the pursuit of innovative performance. Because of the great abundance of commodities, consumers have entered the field of spiritual consumption, consumer behavior shows a distinct trend of individualization. Taste, sentiment, level. Psychological satisfaction and other spiritual elements that can show personality have become the first choice for some consumers to buy. This is an era of advocating individuality. People begin to get tired of the "one-size-fits-all" commodity packaging, and they have distinct personalities. Unique charm of packaging in the shape, color, structure, selection of materials on the unique mind, and has a unique sense of sales, increasingly attracted the attention of consumers. The packaging design of Rizhao seafood is not only a material carrier carrying the regional culture and emotional value of Rizhao. It is also an important way to meet the diverse needs of tourists and consumers in spirit and emotion. In view of these problems, this paper starts with the local natural characteristics and regional culture of Rizhao, so that the packaging of Rizhao seafood presents different styles. In order to meet the different tastes and needs of consumers. For example, walking on the beautiful coastline of sunshine, you can enjoy the blue sky, blue sea, seagull spot of natural landscape, from which to get inspiration. Design for young consumers fashion romantic sense of packaging design; Listen to the sound of the sea, look up at the sky of the empty, quietly sitting on the beach empty, designed for intellectual literature and art model packaging design; In addition, in Rizhao, there are many local folk customs with the characteristics of the times and regions, which arouse the memories of older consumers and design packaging design with homesickness and nostalgia. Farmers draw the rural folk rhyme, Rizhao paper-cut rough comfort through the hearts of the public, design to the masses of packaging design. Constantly meet the needs of consumers at different levels, strive to create Rizhao seafood brand. This can not only promote the sales of Rizhao seafood, but also improve the reputation of Rizhao tourism image.
【学位授予单位】：曲阜师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：TB482

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