基于山西醋文化的老陈醋包装设计研究

发布时间：2018-05-24 17:13

本文选题：山西老陈醋 + 醋文化　；参考：《湖北工业大学》2017年硕士论文

【摘要】：山西老陈醋是中国四大名醋之一,也是国家重点保护的非物质文化遗产之一,以其色、香、醇、浓、酸五大特征著称于世。如何有效整理挖掘在悠久的历史发展中形成的山西醋文化,并为山西老陈醋的包装设计注入时代的活力,成为一个长久以来困扰山西醋业,困扰包装设计行业的重要课题。本论文基于这样的考量,针对这一选题进行研究。论文分为六章:第一章为绪论,阐述课题研究的内容、方法以及目的、意义;第二章为山西老陈醋文化概述,以历史起源与发展、地道的酿造工艺、营养组成与功用、多维的文化呈现等四个角度展开陈述;第三章为山西老陈醋传统包装历史演变,以器形包装的角度分陶器时期、瓷器时期、编织器时期、玻璃器时期、塑料器时期等五个阶段进行分析;第四章为山西老陈醋包装的现状分析,通过对山西老陈醋包装的市场调研,发现目前存在的问题是:文化内涵挖掘不足,品牌推广意识淡薄,缺乏个性,过度包装,缺乏时代感。第五章为山西老陈醋包装设计的创新思路,提出六点主张:即提取文化元素、完善PIS系统、凸显个性差异、强化绿色理念、拓展附加价值、增强时代感。第六章为山西老陈醋包装的创新设计实践,以“上水井”产品的包装设计为例,在品牌策划背景的基础上重点进行包装的PIS系统整合,从视觉主体、主色调、主诉求、广告语、气质表现等多方面打造包装的个性形象。本文试图充分把握和分析山西老陈醋文化的特质,以及其包装形态的历史发展,在市场分析的基础上找出目前问题的症结所在,进而针对性地展开积极有效的创新设计,是对于地方特产包装设计的个案研究与创新实践尝试。
[Abstract]:Shanxi Old vinegar is one of the four famous vinegar in China and one of the intangible cultural heritage protected by the state. It is famous in the world for its five characteristics: color, fragrance, alcohol, concentration and acid. How to effectively sort out Shanxi vinegar culture formed in the long history of development and inject the vitality of the times into the packaging design of Shanxi aged vinegar has become an important subject that has troubled Shanxi vinegar industry and packaging design industry for a long time. Based on this consideration, this paper studies this topic. The thesis is divided into six chapters: the first chapter is the introduction, the content, method, purpose and significance of the research, the second chapter is an overview of Shanxi's aged vinegar culture, with the historical origin and development, authentic brewing technology, nutrition composition and function. The third chapter is the historical evolution of the traditional packaging of Shanxi aged vinegar, which is divided into ceramic period, porcelain period, knitting period, glass period and so on. The fourth chapter is the analysis of the current situation of Shanxi aged vinegar packaging. Through the market investigation of Shanxi aged vinegar packaging, it is found that the existing problems are: insufficient excavation of cultural connotation, weak brand promotion consciousness, Lack of personality, excessive packaging, lack of sense of the times. The fifth chapter is the innovative way of packaging design of Shanxi Old vinegar, and puts forward six propositions: to extract cultural elements, to perfect PIS system, to highlight individual differences, to strengthen the green concept, to expand the added value, and to enhance the sense of the times. The sixth chapter is the innovative design practice of Shanxi aged vinegar packaging, taking the packaging design of "Shangjing" product as an example, on the basis of the background of brand planning, the PIS system integration of packaging is emphasized, from the visual subject, the main tone, the main appeal, the advertising language. Temperament performance and other aspects to create the packaging of the personality image. This paper attempts to fully grasp and analyze the characteristics of Shanxi's old vinegar culture and the historical development of its packaging form, find out the crux of the current problems on the basis of market analysis, and then launch a positive and effective innovative design. It is a case study and innovative practice of local specialty packaging design.
【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】：TS264.22;TS206.2

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