东巴文化的视觉元素在民族产品包装设计中的运用研究

发布时间：2018-07-10 06:55

本文选题：东巴文化 + 视觉元素　；参考：《西南交通大学》2010年硕士论文

【摘要】： 东巴文化视觉元素是中国纳西族人在民族发生、发展的进程中,经过历史的积淀呈现出来的形象性的文化,是东巴文化哲理凝聚的表现。要将其精华应用于包装设计,首要的就是找寻东巴文化的情感和传统文化的基础,而后对它进行提炼和变化,合理的应用于我们的设计之中。本文在详细研究东巴文化视觉元素的基础上,通过对东巴文化视觉元素中的图形、文字、色彩等元素进行分析,得出这些元素的特性。并就这些因素运用于民族产品包装设计进行了系统的整理和论述。本文在产品包装设计中对东巴文化视觉元素形成手法的运用、东巴文化视觉元素整体风格的提炼的方面,提出了独特的看法。把东巴文化视觉元素运用于民族产品包装中,主要是使用了包装设计的促销功能。东巴文化视觉元素在包装设计中充当的就是品牌形象或广告宣传的角色。在具体的设计过程中要以东巴文化中典型的图形元素来增加产品中的独特文化气息,以东巴文字引起消费者的民族文化共鸣,以东巴文化中特有的色彩来点缀产品的包装设计,这样就能够展示当地民族产品的文化特征,能够有效地宣传当地旅游,推动经济发展,有利于民族文化的传承与发展,有利于民族文化的发展深化与走向世界的有机结合。要使东巴文化的视觉元素能在现代产品包装设计中得以引入、延伸和发展,打造出新的形式的包装,在现代产品包装设计中的运用需要对东巴文化进行解构和重组,把东巴文化的视觉元素在现代产品包装设计中的直接应用。为了形象的说明东巴文化视觉元素在包装设计中的应用,笔者对自己设计的天露酒包装进行了分析。将东巴文化的视觉元素融入民族产品的包装设计中,并不是简单的“仿制”和“挪用”。我们需要的是在学习和了解东巴文化的基础上,发现新问题,新的闪光点,在进行包装设计时,以现代审美意识、造型观念和表现形式对传统的东巴文化的视觉元素进行再创造。
[Abstract]:The visual element of Dongba culture is the visual culture presented by the historical accumulation in the process of the national development of the Naxi people in China. It is the embodiment of the cultural philosophy of Dongba. In order to apply its essence to packaging design, the most important thing is to find the emotion of Dongba culture and the basis of traditional culture, and then refine and change it, and apply it to our design reasonably. Based on the detailed study of the visual elements of Dongba culture, the characteristics of these elements are obtained by analyzing the graphics, characters, colors and other elements in the visual elements of Dongba culture. And the application of these factors to the packaging design of national products were systematically collated and discussed. This paper puts forward a unique view on the application of Dongba cultural visual elements in product packaging design and the refinement of Dongba cultural visual elements' overall style. Dongba cultural visual elements are used in the packaging of national products, mainly using the promotional function of packaging design. Dongba cultural visual elements in packaging design is the role of brand image or advertising. In the specific design process, the typical graphic elements in Dongba culture should be used to increase the unique cultural flavor of the product, the Dongba characters will arouse the national cultural resonance of the consumers, and the unique colors in the Dongba culture will be used to embellish the packaging design of the products. In this way, the cultural characteristics of the local national products can be displayed, the local tourism can be effectively propagated, the economic development can be promoted, the national culture can be inherited and developed, and the development of the national culture can be deepened and integrated into the world. In order for the visual elements of Dongba culture to be introduced, extended and developed in modern product packaging design, and to create a new form of packaging, the application of Dongba culture in modern product packaging design requires the deconstruction and reorganization of Dongba culture. The direct application of the visual elements of Dongba culture in modern product packaging design. In order to illustrate the application of Dongba cultural visual elements in packaging design, the author analyzed the Tianlu wine packaging designed by himself. Integrating the visual elements of Dongba culture into the packaging design of national products is not a simple "imitation" and "misappropriation". What we need is to learn and understand Dongba culture on the basis of discovering new problems, new sparkles, and modern aesthetic consciousness in packaging design. Modeling concept and form of expression of the traditional Dongba culture of visual elements for re-creation.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：J524.2

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