百年老字号“汪玉霞”糕点整合包装设计

发布时间：2018-10-20 12:16

【摘要】：生活水平的提高促使人类的需求日益呈现出多样性,从原来基本的生存需要到如今的精神需求日益增多。这就需要包装设计师对产品的包装进行深度的思考,结合市场、需求、销售、物流、文化等因素对包装进行整合设计。老字号品牌承载着历史文化和传统精神,却被时代各种观念遮蔽了它应有的魅力,导致品牌意识模糊、包装与同类产品毫无差异,尤其是如何融入和对接当下这一关键问题。面对品牌历史文化的遗失和品牌形象力的滞后,残酷的市场竞争使这些老字号自身意识到品牌塑造的重要性。从包装设计本体着手,主要运用包装整合设计理论和设计学本体研究方法,以湖北百年老字号“汪玉霞”糕点品牌为例,在已有的品牌文化基础上,针对包装进行整合设计。主要措施是:改良品牌logo以及包装结构;归纳整合设计文化符号以强化品牌形象;运用减量包装设计手段突出传统特色和绿色理念。通过上述整合方法与手段,设计出合适的“汪玉霞”糕点销售包装和陈列包装,以方便消费者了解产品、购买产品。将整合设计的理论和方法运用于包装设计上,一方面能完善老字号糕点食品的基本包装功能需求,另一方面能突出传统老字号的民族文化特色并增加产品的附加值,从而更好的推动产品销售。
[Abstract]:With the improvement of living standard, the demands of human beings are becoming more and more diverse, from the basic living needs to the spiritual needs. This requires packaging designers to think deeply about the packaging of products, combined with the market, demand, sales, logistics, culture and other factors to integrate packaging design. The old brand bears the historical culture and the traditional spirit, but it is obscured by all kinds of ideas of the times, resulting in the brand consciousness is blurred, the packaging is no different from the similar products, especially how to integrate and connect with the current key problem. Faced with the loss of brand history and culture and the lag of brand image, the cruel market competition makes these old brands realize the importance of brand shaping. Starting from the packaging design ontology, this paper mainly uses the packaging integrated design theory and the design ontology research method, taking Hubei hundred years old brand "Wang Yuxia" pastry brand as an example, carries on the integration design to the packaging on the basis of the existing brand culture. The main measures are as follows: to improve the brand logo and packaging structure; to summarize and integrate the design cultural symbols to strengthen the brand image; to use the method of reducing packaging design to highlight the traditional characteristics and green idea. Through the methods and means mentioned above, a suitable "Wang Yuxia" pastry sales package and display package are designed to facilitate consumers to understand and purchase products. Applying the theory and method of integrated design to packaging design, on the one hand, it can perfect the basic packaging function demand of the old pastry food, on the other hand, it can highlight the national cultural characteristics of the traditional brand and increase the added value of the products. In order to better promote product sales.
【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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