论包装设计中的视觉文化传播

发布时间：2018-02-26 06:10

本文关键词： 视觉文化传播包装设计视觉符号视觉说服　出处：《中南大学》2009年硕士论文　论文类型：学位论文

【摘要】： 相对传统语言文化而言,视觉文化的图像化、大众化、后现代性等特征,已经开始深深地影响着人们的阅读方式、思维方式和行为方式。包装作为一种新型的信息传播方式,不仅继续发挥着保护商品的古老作用,还利用其自身的符号语言,展示商品独特个性,影响我们的消费心理。从包装设计视觉文化传播效应的角度分析,可进一步明晰消费社会商业与文化之间相辅相成的关系。文章首先阐述了视觉文化与视觉文化传播的内涵与社会价值,分析了图形、文字、色彩、材质等视觉符号在包装设计中的运用,强调了电视、杂志和网络广告等传播媒介,是包装设计中视觉文化传播的主要途径。然后从三个方面阐述了包装设计视觉文化传播的理论依据与社会效应,即：“景象社会”是包装设计视觉文化传播的温床；视觉说服是包装设计视觉文化传播的理据；包装设计中视觉文化的传播给消费社会带来的巨大影响。在前文分析的基础上,最后探讨了通过视觉文化传播有效提升包装设计市场价值的几种合理建议,即：在包装创意中坚持以视觉为中心；努力挖掘消费潜能,获得包装设计诉求的准确定位；跨文化包装设计时要注意视觉符号的使用；重视包装视觉化设计的广告效应；明确商品包装的价值取向。
[Abstract]:Compared with the traditional language and culture, the visual culture is characterized by image, popularization and post-modernity, which have already deeply influenced people's reading, thinking and behavior. Packaging is a new type of information dissemination. It not only continues to play an ancient role in protecting commodities, but also uses its own symbolic language to display its unique personality and influence our consumer psychology. Can further clarify the relationship between business and culture in consumer society. This paper first expounds the connotation and social value of visual culture and the communication of visual culture, analyzes the application of visual symbols such as graphics, characters, colors and materials in packaging design, and emphasizes the media of communication such as television, magazines and network advertisements. It is the main way to spread visual culture in packaging design. Then it expounds the theoretical basis and social effect of visual culture communication in packaging design from three aspects: "scene society" is the hotbed of packaging design visual culture communication; Visual persuasion is the motivation of visual culture communication in packaging design, and the great influence of visual culture communication in packaging design on consumer society. Finally, several reasonable suggestions on how to effectively promote the market value of packaging design through visual cultural communication are discussed, that is, to insist on taking vision as the center in packaging creativity, to tap consumption potential and to obtain accurate orientation of packaging design demands. In cross-cultural packaging design, attention should be paid to the use of visual symbols, attention should be paid to the advertising effect of packaging visual design, and the value orientation of commodity packaging should be clarified.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G206

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