现代包装手绘图形表现风格研究
发布时间：2018-10-16 18:41
【摘要】：现代包装设计作为现代经济文化的交汇点,呈现出非常活跃、多姿多彩的风貌,设计诉求点也从物质需要转变为精神需要。作为工艺美术设计中的包装设计,是人们在快节奏、信息量大的日常生活中接触最为频繁的商品消费媒介,是企业、商品竞争的有力武器。 本文对现代包装手绘图形的表现风格进行全面而深入的解析认识。结合广告学、消费行为学、消费心理学、品牌学对消费者的购买过程、购买行为、品牌定位进行了分析,使消费者了解不同消费群体所对应的包装手绘图形表现风格。现代包装手绘图形的表现技法借鉴了绘画艺术的表现。手绘图形与绘画艺术、科学技术的结合,使手绘图形的表现技法多样性,也使其表现的深度和广度方面有了明显的进展,展现出手绘图形更具独特的艺术魅力和创造力,使其更具表现力。设计者可以针对不同的消费者选择不同的表现风格,形成具有趣味性的表现形式,引起消费者的注意,诱发消费者丰富的联想从而产生好感,排除其他同类商品干扰,最终选择购买。结合现代科技,将中国传统图形表现形式用现代的手绘技法展现出来,使包装手绘图形既具有时代风格又张扬了民族个性。 本文以商品定位、品牌定位、目标消费群体为设计指导,手绘图形各种表现形式为依据,创造出符合市场需求的包装手绘图形。
[Abstract]:As the intersection of modern economy and culture, modern packaging design presents a very active and colorful style and features, and the demand point of design also changes from material needs to spiritual needs. As the packaging design in the design of arts and crafts, it is the most frequent commodity consumption medium that people contact in the daily life with fast rhythm and large amount of information. It is also a powerful weapon for enterprises and commodity competition. This article carries on the comprehensive and thorough analytic understanding to the modern packaging hand-drawing graphics performance style. Combined with advertising, consumer behavior, consumer psychology and brand science, this paper analyzes the purchasing process, purchasing behavior and brand positioning of consumers, so as to make consumers understand the performance style of hand-drawn packaging graphics corresponding to different consumer groups. Modern packaging hand-drawn graphics performance techniques for reference to the performance of the art of painting. The combination of hand-drawn graphics and painting art, science and technology has made the expression techniques of hand-drawn graphics more diverse, and also made obvious progress in the depth and breadth of their performance, showing that hand-drawn graphics have more unique artistic charm and creativity. Make it more expressive. Designers can choose different styles of expression for different consumers, form interesting forms of expression, attract consumers' attention, induce rich associations of consumers and thus produce good feelings, and eliminate interference from other similar commodities. Finally choose to buy. Combined with modern science and technology, the traditional Chinese graphic expression form is displayed by modern hand-drawing technique, which makes the packaging hand-drawn graphics have both the style of the times and the national individuality. Based on commodity positioning, brand positioning, target consumer group design guidance and various forms of expression of hand-drawn graphics, this paper creates packaging hand-drawn graphics that meet the needs of the market.
【学位授予单位】：沈阳航空航天大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524.2
本文编号：2275281
[Abstract]:As the intersection of modern economy and culture, modern packaging design presents a very active and colorful style and features, and the demand point of design also changes from material needs to spiritual needs. As the packaging design in the design of arts and crafts, it is the most frequent commodity consumption medium that people contact in the daily life with fast rhythm and large amount of information. It is also a powerful weapon for enterprises and commodity competition. This article carries on the comprehensive and thorough analytic understanding to the modern packaging hand-drawing graphics performance style. Combined with advertising, consumer behavior, consumer psychology and brand science, this paper analyzes the purchasing process, purchasing behavior and brand positioning of consumers, so as to make consumers understand the performance style of hand-drawn packaging graphics corresponding to different consumer groups. Modern packaging hand-drawn graphics performance techniques for reference to the performance of the art of painting. The combination of hand-drawn graphics and painting art, science and technology has made the expression techniques of hand-drawn graphics more diverse, and also made obvious progress in the depth and breadth of their performance, showing that hand-drawn graphics have more unique artistic charm and creativity. Make it more expressive. Designers can choose different styles of expression for different consumers, form interesting forms of expression, attract consumers' attention, induce rich associations of consumers and thus produce good feelings, and eliminate interference from other similar commodities. Finally choose to buy. Combined with modern science and technology, the traditional Chinese graphic expression form is displayed by modern hand-drawing technique, which makes the packaging hand-drawn graphics have both the style of the times and the national individuality. Based on commodity positioning, brand positioning, target consumer group design guidance and various forms of expression of hand-drawn graphics, this paper creates packaging hand-drawn graphics that meet the needs of the market.
【学位授予单位】：沈阳航空航天大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524.2
【参考文献】
相关硕士学位论文 前4条
1 张瑶燕;现代包装设计“趣”味性研究[D];湖南工业大学;2007年
2 毛秋惠;图形创意与品牌推广[D];天津美术学院;2006年
3 苏清斌;品牌定位研究[D];南京理工大学;2004年
4 文红林;论中国包装设计创新[D];天津工业大学;2006年
，本文编号：2275281
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