论趣味包装的形态表现手法

Analysis on Morphological Expressions of Interesting Packaging

趣味包装的形态表现手法主要有同构手法、仿生手法、叙事手法、重复手法等。同构手法将具有一定内在联系的不同包装元素进行解构、重组,以形成一种全新的包装造型,其能更形象地表达事物之间的联系,强化包装主题;仿生手法将自然界中生物体的结构、形态、色彩、功能等应用于设计中,形成功能优良、形态有趣、造型新颖、符合人们审美情趣的产品形式;重复手法一般用于同一品牌、一个或多个系列的产品包装设计中,于不同产品、不同时间,以多种形式、重复呈现的方式,强化消费者对该系列产品的认同度及对该品牌商品的忠诚度;重复手法利用简单单元的巧妙排列组合,形成视觉上和谐的韵律美感,使包装形态既简洁大方又具有趣味性。

Main morphological expressions of interesting packaging include isomorphic techniques, bionic tactics, narrative, repetition, etc. Through deconstructing and reorganizing different packaging elements with certain internal relations, isomorphism technique forms a new packaging style to express the connections among things more vividly, therefore to strengthen the packaging theme. Bionic tactics applies the structure, shape, color and function of orga- nisms in nature to the design, which makes the packaging more functional, novel and interesting to meet people＇ s aesthetic taste of the product form. Repetition is generally used in the packaging design of a certain brand, one or several different product lines at different times in a variety of forms, which promotes consumers＇ loyalty to the brand. Repetition employs simple unit combinations to form an aesthetic vision and harmonious rhythm, which makes the packaging simple, tasty and interesting.