中秋节的传统内涵与月饼包装设计的异化

Traditional Connotations of Mid-autumn Festival and Alienation of the Packaging Design of Moon Cakes

分析了中秋节的历史成因、节日习俗与文化特点等内涵,结合中秋节月饼包装的特点、装饰图案的吉祥寓意与新时期的市场需求等方面,论述了月饼包装设计所承担的文化使命与商业角色,提出了做好包装设计的基本准则。通过分析中秋节月饼市场的过度包装、资源浪费、奢侈虚荣等不良现象及问题产生的根源,进而论述了传统节日民风蜕变与月饼包装设计异化的严重性与危机感,并对症结提出了批评与建议,强调了保护民族节日传统内涵的必要性。

It analyzed the connotations of the Mid-autumn Festival including its historical origin, the festival custom and the cultural characteristics. Combined with the features of the package, its lucky connotations of decoration pattern and new market needs, it elaborated the cultural duties and commercial roles the packaging of moon cakes takes and put forwards the basic principles of commercial designs. Through the analysis of the over-package of moon cakes in the market, the wastes of resources and the luxurious vanities and their underlying origins, it pointed out the seriousness and crisis of the metamorphosis of the traditional holidays and the alienation of packaging design. It also gave the comments and the solutions to these problems, emphasizing the necessity of protecting the connotations of the traditional holidays.