黄鹤楼卷烟包装中汉字图形化的设计应用研究

发布时间：2018-09-13 08:09

【摘要】：汉字作为符号层面表意最为明确的识别元素,是传承历史与文化的重要方式。从艺术角度来看,汉字作为审美的重要方式,是当前社会能够全方位应用的象形文字形式之一,其字体结构充分呈现对传统文化美的诉求与呈现,并借助文化的深层文化内涵体现文字所带有的多重文化意境;从历史文化角度来看,汉字的诞生与演变,经历了最初的图画,象形文字到简体字的全过程,这一变化作为文化和社会发展的结果,反映着人类文明的历程,成为文明的记录者。汉字作为信息传达的媒介,同样也是视觉语言符号,其与图形的共生关系为汉字图形化设计的完成提供深厚的文化基础。“黄鹤楼”卷烟品牌近几年凭借包装设计的创新与发展实现了品牌的推广及形象的传播,获得了消费者的一致好评,收获了诸多消费者的青睐。黄鹤楼品牌凭借独特的品牌文化及全面的市场定位,通过拓展形象获得了对其文化内涵与艺术价值的延展,为品牌推广注入活力。本文结合汉字的艺术设计理论、表现手法及品牌文化等内容,以多重艺术表现方式与文化表达来对汉字图形化的商业价值、艺术价值、文化价值进行整合塑造,总结出卷烟包装设计中汉字元素在设计原则、艺术表现、艺术应用三个方面的着力点,并设计制作出具有黄鹤楼的审美意义、文化艺术与商业品牌相统一的卷烟包装设计,最终使汉字的设计价值在卷烟包装中的应用进一步被理解和体现,并对其未来发展前景提出新的展望。
[Abstract]:As the most explicit identification element of symbolic level, Chinese character is an important way to inherit history and culture. From the artistic point of view, Chinese characters, as an important way of aesthetic appreciation, are one of the forms of hieroglyphics that can be applied in all aspects of society at present. The font structure of Chinese characters fully presents the appeal and presentation of the beauty of traditional culture. From the perspective of history and culture, the birth and evolution of Chinese characters have gone through the whole process of initial pictures, pictographs and simplified characters. This change, as the result of cultural and social development, reflects the course of human civilization and becomes the recorder of civilization. As the medium of information communication, Chinese characters are also visual language symbols. The symbiotic relationship between Chinese characters and graphics provides a profound cultural basis for the completion of graphic design of Chinese characters. "Yellow Crane Tower" cigarette brand has achieved brand promotion and image dissemination with the innovation and development of packaging design in recent years. With its unique brand culture and comprehensive market positioning, the brand of Yellow Crane Tower obtains the extension of its cultural connotation and artistic value by expanding its image, thus infusing vitality into brand promotion. Based on the artistic design theory of Chinese characters, expression techniques and brand culture, this paper integrates the commercial value, artistic value and cultural value of Chinese character graphics with multiple artistic expressions and cultural expressions. This paper summarizes the focus of Chinese character elements in cigarette packaging design in three aspects: design principle, artistic expression and artistic application, and designs and manufactures cigarette packaging design with the aesthetic significance of Yellow Crane Tower and the unity of culture and art with commercial brand. Finally, the application of Chinese characters in cigarette packaging is further understood and embodied, and a new prospect for its future development is put forward.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524.2

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