“阿郎饼市”月饼包装设计解析

Analysis of A-Long Bliss Mooncake Packaging Design

中秋节,又称秋夕节、团圆节、拜月节,是我国的传统佳节。每逢中秋,亲友间联络感情,互赠月饼以表祝愿,已逐渐演变成为当今中国社会的民俗民风。目前,市场上的月饼种类繁多,多数月饼包装过分倚重视觉形式,忽略了对中秋文化内涵、品牌形象和社会主流价值观的承载,缺少佳节蕴意、品牌识别度和社会责任感,显得华而不实,造成了资源浪费等诸多问题。文章围绕"阿郎饼市"月饼包装设计方案,针对上述问题作了简要论述,以此探索当下月饼包装的设计趋势,倡导理性设计。

The Mid-Autumn Festival, also called the Qiuxi Festival, the Reunion Festival, the Moon-Worshipping Festival, is a traditional festival in china. When the Mid-Autumn Festival comes, people give mooncakes as the gifts to express their feelings and wishes with each other, which has gradually evolved into today＇s Chinese folk customs. At present, there are various kinds of the mooncakes in the market; however, most of the mooncakes are excessively packed, and some designers ignored cultural connotation of the Mid-Autumn Festival, the brand image or social mainstream values so that most packagings are in the lack of festival connotation, brand recognition or the sense of social responsibility, leading to much resource waste and many other problems. In view of the problems above, this paper is focused on the packaging design scheme of the A-Long Bliss Mooncake in order to explore the current design trends and advocate rational design of the mooncake packaging.