基于“南北特”糕饼文化的品牌与包装设计

发布时间：2018-11-11 09:00

【摘要】：如今的糕饼品种越来越多,糕饼种类也日益丰富,但在现代化的今天,中国却少有风靡世界的传统糕饼品牌。传统糕饼是祖先留给我们的财富,也是社会发展的一个不可分割的一部分,有其传承与复兴的重要价值。人们的物质生活水平日益提升,消费者的需求心态发生了根本性变化,在这个琳琅满目的商品时代,传统糕饼的包装与品牌设计也受到了很多挑战,并面临着严峻的市场考验。文章根据几个方面的分析,阐述了什么是“糕饼文化”,提出了对应的设计策略,将对“南北特”糕饼进行品牌重塑。本次设计主要面向的消费人群为年轻人,会从年轻人的审美去审视包装的形象,体现的是年轻人独有的生活方式与价值取向。将应用情感化设计,从生活与情境出发,着眼于消费者的内心情感需求,激发消费者的情感并使其获得思维认同,对糕饼产生一种情怀。现代包装如今不再只是承载商品和引导消费,它也是消费者生活方式和文化价值的体现。情感是现代设计中的其中一种重要的表达手段,糕饼是一种有富有人情味的产品,情感因素在糕饼包装设计中的运用具有重要的意义。图案设计方面采用图形创意变形理论,图案设计将融入小时候有关糕饼的一些场景以及一些传统习俗场景,加入情感化设计进入当中,用“舌尖记忆”、“童年味道”的情怀来吸引年轻消费者在传统糕饼上的关注。
[Abstract]:Nowadays, there are more and more kinds of pastry, but in modern times, there are few traditional pastry brands that are popular all over the world in China. Traditional pastry is a treasure left by our ancestors and an integral part of social development. It has important value of inheritance and rejuvenation. People's material living standard is improving day by day, the consumer's demand mentality has changed fundamentally, in this dazzling commodity age, the traditional pastry packaging and the brand design has also received many challenges, and is facing the severe market test. Based on the analysis of several aspects, this paper expounds what is "pastry culture" and puts forward the corresponding design strategy, which will reshape the brand of "North and South" pastry. This design is mainly aimed at young people, will examine the image of packaging from the aesthetic of young people, reflect the unique lifestyle and value orientation of young people. From the perspective of life and situation, the application of emotional design will focus on the consumer's inner emotional needs, stimulate consumer's emotion and make it get the recognition of thinking, and produce a kind of emotion to the cake. Nowadays, modern packaging is not only to carry goods and guide consumption, but also to embody the life style and cultural value of consumers. Emotion is one of the important means of expression in modern design, and pastry is a kind of product with human taste. The application of emotional factors in pastry packaging design is of great significance. The pattern design uses the graphic creative deformation theory, the pattern design will melt into the childhood regarding the cake some scene as well as some traditional custom scene, joins the sentiment design to enter, uses "the tongue tip memory", The taste of childhood appeals to young consumers on traditional pastry.
【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】：TS206.2

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