端午礼仪文化中粽子包装设计

发布时间：2018-11-13 17:18

【摘要】：随着商品经济的大迈步前进,对传统节日文化的深入挖掘,粽子作为节日礼品,其包装角色的位置得以显现。现代的社会礼尚往来的关系越来越密切,粽子包装体现的文化在端午节的时候成为联络感情的重要商品。我国粽子包装也具有了新的发展势头,粽子包装要想立足于市场,除了拥有其自身艺术魅力的商品特色外,还应有与之相匹配的包装。通过对国内现状发现现阶段企业产品的质量日趋同化,市场竞争激烈,消费者对产品造型、商标、包装装潢和广告的注意力日益增强,引起了社会的广泛重视,包装的主要作用得到了凸现,由此总结出本设计的创新点及难点。传统的粽子包装大多取材于自然材料,这些天然包装材料的运用,使包装的形式与功能得到更完美的结合,促进了包装的发展,并对今天的粽子包装设计具有很大的启发性、促进性和借鉴性。端午粽子包装的时令性和礼品性的规律性特征,明确中国传统文化在运用的创新设计对粽子包装发展的现实意义。试图结合传统礼仪文化及商品包装设计策略的紧密关系入手,制定出适合粽子发展和市场需求的包装设计策略。综合多学科理论知识,运用市场调研法、文献综合法、归纳与演绎法、传统礼仪元素创作法等设计方法,根据一定的商品属性、形体结构、储运条件、空间距离转换、促销诱导等多方面的需要,确定包装的视觉效果、产品形象定位、品牌策划、包装设计策略。在以往的传统节日里,粽子有着符合现代经济时代的新包装,这就要求在设计的定位,从情感的方向提出了一定的要求。端午节是中国的传统节日,把礼仪文化和传统节日作为切入点。在这个经济年代人们会感性的认识到粽子包装设计具有的传统文化,民俗,民风,并与绿色包装环保相结合,为主要方向。并且展示将研究理论用于实践的设计作品。
[Abstract]:With the development of commodity economy and the deep excavation of traditional festival culture, zongzi, as a holiday gift, has its packing role. The relationship of social reciprocity is getting closer and closer in modern society. The culture embodied in zongzi packaging becomes an important commodity for connecting feelings during the Dragon Boat Festival. China's zongzi packaging also has a new development momentum, zongzi packaging in order to be based on the market, in addition to its own artistic charm of the commodity characteristics, there should be matching packaging. Through the discovery of the present situation in China, it is found that the quality of enterprise products is becoming more and more uniform, the market competition is fierce, and the consumers' attention to product modeling, trademark, packaging and decoration and advertising is increasing, which has aroused the widespread attention of the society. The main function of packaging has been highlighted, thus summed up the innovative points and difficulties of the design. Most of the traditional zongzi packaging materials are from natural materials. The use of these natural packaging materials makes the form and function of packaging more perfect, promotes the development of packaging, and has great enlightenment to the packaging design of today's zongzi. Promotion and reference. The characteristics of seasonal and Gift characteristics of Dragon Boat Festival zongzi packaging make clear the practical significance of the innovative design of Chinese traditional culture in the development of zongzi packaging. Based on the close relationship between traditional etiquette culture and commodity packaging design strategy, this paper tries to work out packaging design strategies suitable for zongzi development and market demand. Synthesizing multidisciplinary theoretical knowledge, applying market research method, literature synthesis method, induction and deduction method, traditional etiquette element creation method and other design methods, according to certain commodity attributes, body structure, storage and transportation conditions, space distance conversion, To determine the visual effects of packaging, product image positioning, brand planning, packaging design strategy. In the past traditional festivals, zongzi has a new packaging in line with the modern economic era, which requires the positioning of the design, from the emotional direction to put forward certain requirements. Dragon Boat Festival is China's traditional festival, etiquette culture and traditional festivals as the entry point. In this economic age, people will realize the traditional culture, folklore and folk style of packaging design of zongzi, and combine it with green packaging and environmental protection, as the main direction. And show the design works that apply the research theory to practice.
【学位授予单位】：湖南工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TS206.2

【参考文献】