“徽之坊”谷物包装设计中的色彩应用研究

发布时间：2018-05-11 11:45

本文选题：包装设计 + 色彩应用　；参考：《安徽大学》2017年硕士论文

【摘要】：我国物产资源极为丰富,谷物食品是前人给我们留下来的瑰宝,营养丰富,我国中医学就有遵从"医疗不如食疗"这样的说法。谷物可以调节人体各个机能的正常运行,增强免疫力,促进人体细胞代谢,本应是农业发展较快的支撑产业,可现在国内商品市场谷物品牌却没有得到很好的推广和较好的发展。人们生活质量和生活环境的提高,饮食开始从注重"量"向"精"转换,越来越多人重视人体营养摄入的均衡性以及身体的健康状况如何,这是谷物食品转型的契机。早前国内的谷物包装中色彩应用有较为普通、没有针对性和系统性等问题,它需要适应当下的消费者对产品包装的要求,再设计进入琳琅满目的货架中。在商品生产营销方的角度上来看,现代的产品包装设计中,包装在保留保护产品的功能之外,还需要实现产品的促销、视觉传播、以及提升产品附加值等功能。我国目前谷物包装设计虽然相较于之前已经有了阶段性的进步,但还是有设计基础较为薄弱、设计作品没有充足的文化内涵、设计不够人性化等问题存在。本文以色彩在五谷杂粮包装设计中的应用为主要研究方向,比较分析谷物包装设计案例,以不同类型的五谷杂粮包装设计为实例,对色彩在谷物食品包装设计中的功能进行论证。色彩作为包装设计中重要的元素之一,在包装上起到至关重要的作用,它是一种视觉语言,具有重要性和功能性上的意义,好的包装设计离不开色彩的配合,它可以超越任何文字语言,直接影响到消费群体的心理活动。笔者在论文的第二章节中,分析色彩相关理念,阐述对谷物产品包装中色彩的认识,分析成功的谷物包装案例,深入研究色彩元素的应用,阐述色彩作为外包装的设计元素,对产品品牌潜藏中巨大的经济价值。文章第四章阐述"徽之坊"谷物包装设计的色彩应用,对比在文中第三章里所提到的国内谷物包装设计色彩应用的共性问题进行总结,分析色彩所具有的流行性、时代性、人性化互动等意义。最后,本文对谷物等传统食品包装设计提供色彩应用的具体对策,提出了其未来的设计方向和建立品牌相对应的系统化的色彩设计体系的必要性。
[Abstract]:Our country is extremely rich in natural resources, grain and food is a treasure left behind by our predecessors, with rich nutrition, Chinese traditional medicine has followed the saying that "medical treatment is not as good as diet". Cereals can regulate the normal functioning of various functions of the human body, enhance immunity, and promote the metabolism of human cells, which should be the support industry for the rapid development of agriculture. But now the domestic commodity market grain brand has not been very good promotion and better development. With the improvement of people's quality of life and living environment, the change of diet from "quantity" to "fine", more and more people pay more and more attention to the balance of human nutrition intake and the health of body, which is the turning point of grain food transformation. Earlier in the domestic grain packaging color application is relatively common, no pertinence and systemic problems, it needs to adapt to the current consumer packaging requirements, and then design into the array of shelves. From the point of view of commodity production and marketing, in modern product packaging design, packaging not only retains the function of protecting products, but also needs to realize the functions of product promotion, visual communication, and enhancing the added value of products. Although there has been stage progress in grain packaging design in our country, there are still some problems such as weak design foundation, insufficient cultural connotation of design works and insufficient humanization of design. This paper takes the application of color in the packaging design of five grains as the main research direction, compares and analyzes the grain packaging design cases, and takes different types of grain packaging design as an example. The function of color in grain food packaging design is demonstrated. As one of the important elements in packaging design, color plays a vital role in packaging. It is a visual language with important and functional significance. Good packaging design can not be separated from the cooperation of color. It can transcend any written language and directly affect the psychological activities of consumer groups. In the second chapter of the paper, the author analyzes the concept of color, expounds the understanding of color in the packaging of grain products, analyzes the successful case of grain packaging, deeply studies the application of color elements, and expounds that color is the design element of outer packaging. To the product brand hidden in the huge economic value. The fourth chapter expounds the color application of "Huizhifang" grain packaging design, compares the common problems of domestic grain packaging design color application mentioned in the third chapter of the paper, and analyzes the popularity and epoch of color. The meaning of humanized interaction. Finally, this paper provides the concrete countermeasure of color application to the traditional food packaging design such as cereals, and puts forward its future design direction and the necessity of establishing a systematic color design system corresponding to the brand.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TB482

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