丽江“浮生若梦”普洱茶品牌化包装设计

发布时间：2018-02-16 17:58

本文关键词： “浮生若梦”普洱茶东巴视觉符号品牌化包装　出处：《湖南工业大学》2014年硕士论文　论文类型：学位论文

【摘要】：在2014年的“两会”中，提出了加强文化贸易的发展,包装设计作为文化贸易产业的一部分，在不断地被我们的关注，推动传统文化商品走出去越来越受重视。它不仅仅只是具备与产品本身相关的几个基本属性，同时，还承担起更多的责任,包装设计已延伸到与人们生活息息相关的更多领域中。品牌化包装是一个多元素共同构成的概念，它所代表的，不仅限于直观的产品本身，更是企业品牌形象的，文化与精神的浓缩和体现。随着改革开放的深入、国际知名品牌和先进设计理念的引入和冲击，我国面临着如何发扬老字号的传统文化优势，优化品牌形象和宣传体系；如何创立新的民族地域性品牌，有效地宣传和推广新兴民族地域性产业等问题。 “浮生若梦”普洱茶—纳西族东巴文化的代表性商品，在期适应当代形式的包装设计。丽江传统的东巴文化视觉符号散发着强有力的民族气息，探索这种东巴视觉符号的艺术形式和审美内涵，并应用到“浮生若梦”普洱茶品牌化包装设计，即有利于东巴文化的传承，又有利于“浮生若梦”普洱茶的销售和推广。笔者以云南丽江“浮生若梦”河东馆（普洱茶手工制作销售作坊）为基点，应用纳西族东巴文化中的传统元素符号，应用写实、抽象、夸张和动感化的传统的艺术审美形式手法，，采用东巴视觉符号、品牌化包装的品牌效应装饰风格，“以人为本”、“可持续性”的设计理念应用，对“浮生若梦”普洱茶包装进行较为系统的设计，对丽江“浮生若梦”普洱茶进行再设计。塑造具有云南丽江东巴文化特色的“浮生若梦”普洱茶的品牌化包装设计形象，为保护和弘扬东巴文化精神起到积极促进的作用。
[Abstract]:In 2014, the "two sessions" proposed to strengthen the development of cultural trade. Packaging design, as a part of the cultural trade industry, is constantly receiving our attention. More and more attention has been paid to promoting the development of traditional cultural goods. It not only has a few basic attributes related to the product itself, but also assumes more responsibilities. Packaging design has been extended to more fields which are closely related to people's life. Brand packaging is a multi-element concept, which represents not only the intuitive product itself, but also the brand image of the enterprise. With the deepening of reform and opening up, the introduction and impact of international well-known brands and advanced design concepts, China is faced with how to carry forward the traditional cultural advantages of old brands and optimize the brand image and publicity system. How to establish new national regional brand and effectively propagate and popularize the new national regional industry and so on. Pu'er Tea, the representative commodity of Dongba culture of Naxi nationality, adapts to the packaging design of contemporary forms. The traditional visual symbols of Dongba culture in Lijiang have a strong national flavor. Exploring the artistic form and aesthetic connotation of the Dongba visual symbol and applying it to the packaging design of Pu'er tea brand is beneficial to the inheritance of Dongba culture and to the sale and promotion of Pu'er tea. Based on the Hedong Pavilion (Pu'er Tea handmade and selling Workshop) in Lijiang, Yunnan Province, the author applies the traditional elements of the Dongba culture of the Naxi nationality, which is realistic and abstract. Hyperbole and dynamic traditional art aesthetic form, using Dongba visual symbol, brand effect decoration style of brand packaging, "people-oriented", "sustainable" design concept application, The packaging of Pu'er tea is designed systematically, and the Pu'er tea of Lijiang is redesigned. The brand design image of Pu'er tea with the characteristics of Dongba culture in Lijiang, Yunnan Province, is created. In order to protect and carry forward the spirit of Dongba culture play an active role in promoting.
【学位授予单位】：湖南工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：TB482

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