包装设计中意境的营造

Creation of Artistic Conception in Packaging Design

从研究包装设计所传达给消费者的整体视觉感受和情感反应出发,将营造意境的设计观念引入包装设计中。以包装设计的心理功能和消费者心理需求及消费行为基础,分析了日常生活中受众的自我认同、情感期许和精神追求,论述了包装设计意境的营造是把握包装整体设计风格的重要手段。提出在现代包装设计中以意境的营造为设计切入点,使受众产生强烈的归属感和沉浸感才是塑造产品品牌形象的有效途径。

Creation of artistic conception is introduced into packaging design on the study of the visual perception conveyed by packaging design and the emotional responses of consumers.It analyzed the audience＇s self-identity,emotional anticipation and spiritual pursuit on the basis of psychological functions of packaging design and psychological demand of consumers and their consumption behavior to point out the creation of artistic conception is an important means to assure the integrity of designing style.The creation of artistic conception is given a supreme priority in package design with intention to enable the audience to generate strong sense of belonging and immersion and help build and enhance brand image.