中捷合拍动画片《熊猫和小鼹鼠》衍生品包装设计

发布时间：2018-05-20 10:47

本文选题：熊猫和小鼹鼠 + 动漫衍生品　；参考：《湖南工业大学》2017年硕士论文

【摘要】：动漫衍生品从广义概念来说是指利用动画、漫画中的原创形象,经过专业设计师的精心设计,所开发制造出的一系列可供售卖的服务或产品。1近年来,我国大力提倡发展动漫产业,产业规模得到快速提升,但相对于动漫产业成熟的国家,我国动漫衍生品及其包装都存在许多方面的缺失。其中,塑造有民族特色的经典国产动画品牌形象,对动漫衍生品开发与包装设计具有非常重要的意义,这也正是当下阻碍我国动漫衍生品相关产业发展的关键因素。本课题通过对动漫衍生品的市场调研,分析了其整个产业链发展的现状和存在的问题,并且比较国内外动漫衍生品开发与包装设计的现状和水平,探讨了衍生产品包装设计的创作思路。衍生品是人们在荧幕外对动画最直观的接触,而衍生品包装能够更加深入广泛地把动漫或动画的文化价值、审美价值提高一个台阶。笔者重点研究了《熊猫与小鼹鼠》这部动画其衍生品包装设计的整合与创新,结合衍生品产品特性以及不同年龄阶段消费者的消费方式、消费心理、消费途径,在包装形态、包装图案、包装色彩等方面都进行了创新设计。在此基础上,通过对动画片中熊猫“和和”这一IP形象的设计运用,将民族情感和民族文化融入品牌形象中,增强国产动画片的文化感染力,对我国正在崛起的本土动漫衍生品行业进行探索,开拓新道路。
[Abstract]:Animation derivatives, in a broad sense, refer to a series of services or products that have been developed and manufactured in recent years using animation, original images in comics, and carefully designed by professional designers. China strongly advocates the development of animation industry, the industrial scale has been rapidly promoted, but compared with the mature countries of animation industry, there are many deficiencies in animation derivatives and packaging in our country. Among them, the creation of national characteristics of the classic domestic animation brand image, animation derivatives development and packaging design has a very important significance, which is the current obstacles to the development of animation derivatives related industries in China. Based on the market research of animation derivatives, this paper analyzes the status quo and existing problems of the development of the whole industry chain, and compares the current situation and level of the development and packaging design of animation derivatives at home and abroad. This paper discusses the creative thinking of packaging design of derivative products. Derivatives is the most intuitive contact between animation and animation outside the screen, and the derivative packaging can further enhance the cultural value and aesthetic value of animation or animation. The author focuses on the integration and innovation of derivatives packaging design in Panda and Little Mole, combining with the characteristics of derivatives products and consumer consumption patterns, consumption psychology, consumption ways, and packaging patterns of different age groups. Packaging patterns, packaging color and other aspects of innovative design. On this basis, through the design and application of the IP image of Panda "he" in the cartoon, the national emotion and national culture are integrated into the brand image, and the cultural appeal of the domestic cartoon is enhanced. China is emerging local animation derivatives industry to explore, open up a new road.
【学位授予单位】：湖南工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TB482

【参考文献】