基于湘西民族织锦文化基因的姜糖包装设计

发布时间：2018-05-01 06:21

本文选题：湘西 + 姜糖包装　；参考：《湖南工业大学》2017年硕士论文

【摘要】：随着旅游经济的发展,湘西旅游业也不断发展起来,湘西姜糖作为湘西特色小吃,受到当地人喜欢,然却未得到好的推广,让更多人熟知,这与人们对于湘西姜糖包装设计的不够重视有很大关系。市场上的湘西姜糖包装同质化严重、缺乏地域文化特征,这些因素都大大影响了湘西姜糖的传播。为促进湘西旅游经济的不断发展,塑造具有湘西地域特色的姜糖品牌宣传湘西地域文化有很有必要的。课题主要是基于湘西织锦文化基因的姜糖包装进行理论研究和设计创作。首先,通过分析国内外优秀特产包装案例,取其精华,去其糟粕。其次,收集整理湘西民族织锦文化,使用图谱分析方法,提取了湘西织锦中的图纹,色彩,纹理,人文精神等特征元素基因。再则,通过对市场上的姜糖包装进行调研分析,对湘西姜糖包装市场定位、消费人群定位,根据使用群体的不同,口味的不同,份量的不同,进行设计定位。最后,将湘西织锦中提取的显性和隐性文化基因结合湘西姜糖本身属性以及人们的需求,进行姜糖包装设计,以“九湘美”品牌为例,设计一套具有湘西地域文化特征的湘西姜糖系列化包装。通过湘西织锦文化基因与姜糖包装相融合,进行系列化、整体化的姜糖包装设计,增强湘西姜糖品牌地域识别性,塑造具有地域文化特征的姜糖品牌,宣传湘西地域文化,促进湘西旅游发展。
[Abstract]:With the development of tourism economy, the tourism industry in western Hunan has been developing constantly. As a characteristic snack in Xiangxi, Xiangxi ginger sugar is liked by the local people, but it is not well promoted, so that more people are familiar with it. This and Xiangxi ginger sugar packaging design is not enough attention has a great relationship. The packaging of ginger sugar in Xiangxi is homogenized seriously and lacks of regional cultural characteristics. These factors have greatly affected the spread of ginger sugar in Xiangxi. In order to promote the continuous development of tourism economy in western Hunan, it is necessary to mould the ginger sugar brand with the regional characteristics of Xiangxi to propagate the regional culture of Xiangxi. The subject is mainly based on Xiangxi brocade culture gene ginger sugar packaging for theoretical research and design creation. First of all, through the analysis of domestic and foreign outstanding specialty packaging cases, select its essence and discard its dregs. Secondly, collecting and sorting out the culture of Xiangxi national brocade, using the method of atlas analysis, extracting the genes of characteristic elements such as pattern, color, texture, humanistic spirit and so on in Xiangxi brocade. Furthermore, through the investigation and analysis of ginger sugar packaging in the market, the market positioning of ginger sugar packaging in Xiangxi, the positioning of the consumer crowd, according to the different groups of users, different taste, different serving, design positioning. Finally, the dominant and recessive cultural genes extracted from Xiangxi brocade are combined with the properties of ginger sugar and the needs of people in Xiangxi, and the packaging design of ginger sugar is carried out, taking Jiu Xiang Mei brand as an example. Design a set of Xiangxi ginger sugar series packaging with the characteristics of Xiangxi regional culture. Through the integration of the brocade culture gene of Xiangxi with the ginger sugar packaging, the series, the integrated ginger sugar packaging design, the enhancement of the regional recognition of the ginger sugar brand in the west of Hunan, the creation of the ginger sugar brand with the regional cultural characteristics, and the promotion of the regional culture in the west of Hunan are carried out. Promote the development of tourism in western Hunan.
【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

【参考文献】