从美学视觉谈个别包装与整体包装的统一

Discusses the Individual Packing and the Overall Packing Unification from Esthetics Vision

文章从当代社会大众的"品牌消费"这一带有浓厚的美学特征的消费倾向出发,对商品包装的一般美学原则进行分析,指出我国当前的包装设计存在一些缺陷和不足,认为现代包装在注重单个商品包装设计的开发时,更要重视从整体性要求出发,将单个商品包装设计的开发融入到更为宏观的包装设计链条之中,将其与本企业的其他商品、企业标识、企业理念等要素统一起来。只有如此,单个商品包装才能为产品的品牌塑造发挥作用,实现其经济价值和审美价值。

In this paper, the general public in contemporary society ＂brand consumption＂ with the aesthetic characteristics of a strong propensity to consume, the packaging of the general principles of aesthetic analysis, pointing out that the current packaging design in China, there are some deficiencies and shortcomings, pointing out that the modern focus on packaging in a single the development of packaging design, the more attention should be paid from the overall requirements of a single commodity packaging design into the development of more macro--chain of the packaging design will be its relationship with other commodities of the enterprise, corporate logo, business philosophy such as unifying elements. Only in this way, individual packaging of products can play a role in shaping the brand and realize its economic value and aesthetic value.