消费社会语境下商品包装艺术的视觉化审视

Visualized Scrutiny of the Merchandise Packaging Art in the Consumption Society

以消费社会对商品包装的要求为启示,介绍了商品使用价值的边缘化,符号价值的凸现,以及视觉化的图像符号的重要性。论述了视觉图像采用不同于以往时代的美学特征——相似性、迹象性和表征性,这种新质改变了审美主体的心理,生成了一种新感性,从而建构了一种关于消费主义的价值神话与图像霸权。结果表明,视觉化图像促成了消费社会包装视觉形象的转变,转变形式包括意向转换型、重视形式型以及追求新奇型。

Inspired by the requirements of consumer society on merchandise packaging, it analyzed that the use value of merchandise was marginalized, the symbolic value was highlighted and the visual symbols became the focus of the design in the consumption society. The aesthetic characters such as similarity, evidence and denotation that are different from the past were adopted in the visual image design were discussed. These characters made the psychology of aesthetic subject changed, and a new sensibility was generated. So as to a myth about value and image hegemony were constructed in consumerism. On this basis, it pointed out that the visualized image contributed to the transformation of packaging visual images, including converting intention, emphasizing on forms and pursuing novelty.