“器择陶简”发酵茶包装设计

发布时间：2019-06-11 03:22

【摘要】：现代生活中，随着人们物质生活的不断提高，人们对于精神层面的思想需求也在不断更迭；同时，物质所包含的思维品质及审美理念也在不断得到新的诠释。长久以来，工业文明在带给人们生活快节奏、便捷化的同时，却也带来了诸多如对设计的漠视，产品视觉效果的审美倦怠等问题。而这一系列问题表现在具体的产品上则更为明显，如产品情感设计的虚位与缺失，个性化设计的缺乏等等。尽管人们对于物质精神外化品质的需求在不断提升，然而，在人们日常所用之物中，能够很好的匹配这种人性化需求的产品却不多。尤其是在产品的包装设计上。例如茶叶产品，，近百年来似乎一直都在延续铁罐、塑料、纸张等传统包装形式。不仅导致茶文化本身的意蕴无法得到彰显，同时也造成了茶叶产品包装体系同质化、一统化的消极局面。对商业利益的重视和对精神层面人文关怀的轻视，则不断引发人们对于日益发展的工业文明的反思。同时也使得人们对于精神生活的需求趋向于对自然本真的回归，对情感文明的向往。而这种情感上的怀念体现在具体的产品设计过程中，便是对人文关怀的一种体现，以及个性化、差异化的形式表达。本文正是基于上述问题的思考，在对当前产品包装设计存在同质化、传统固守式等现状的理性思考基础上，以发酵茶的个性化、情感化包装设计的思维、理念及形式为案例。通过具体的设计方案的构思，以及设计方法的分析说明，来针对发酵茶这一产品的包装设计提出自己的设想。同时，以该包装产品样式设计方式为线索，对现代产品包装设计的创新角度及文化发展向度提出合理化建议。以此通过实际案例的分析来达到文化研究的目的。
[Abstract]:In modern life, with the continuous improvement of people's material life, people's ideological needs for the spiritual level are also constantly changing; at the same time, the thinking quality and aesthetic concept contained in material are also constantly being interpreted. For a long time, industrial civilization not only brings people a fast pace of life, convenience, but also brings a lot of problems, such as indifference to design, aesthetic burnout of product visual effect and so on. This series of problems are more obvious in the specific products, such as the virtual position and lack of product emotional design, the lack of personalized design and so on. Although people's demand for material and spiritual externalization quality is constantly improving, however, there are not many products that can match this humanized demand well in the daily use of things. Especially in the packaging design of products. Tea products, for example, seem to have been continuing traditional packaging forms such as cans, plastics, paper and so on for nearly a hundred years. It not only leads to the implication of tea culture itself can not be demonstrated, but also leads to the negative situation of homogenization and unification of tea product packaging system. The importance attached to commercial interests and the contempt for humanistic care at the spiritual level continue to cause people to reflect on the growing industrial civilization. At the same time, people's demand for spiritual life tends to return to nature and yearn for emotional civilization. This emotional nostalgia is reflected in the specific product design process, is a reflection of humanistic care, as well as personalized, differentiated form of expression. Based on the above problems, this paper takes the individualization of fermented tea and the thinking, idea and form of emotional packaging design as an example on the basis of rational thinking on the current situation of product packaging design, such as homogenization and traditional fixation. Through the conception of the specific design scheme and the analysis of the design method, this paper puts forward its own ideas for the packaging design of fermented tea. At the same time, taking the packaging product style design as the clue, this paper puts forward some reasonable suggestions on the innovation angle and cultural development direction of modern product packaging design. In order to achieve the purpose of cultural research through the analysis of practical cases.
【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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