梅山地区图腾文化在食品包装设计中的应用

Application of Totem Culture in the Food Packaging Design in Meishan Region

目的探讨梅山地区图腾文化在其特色食品包装设计中的应用。方法分析梅山图腾具体形象的提取与变化手法,提出直接引借图腾形象、将图腾平面符号拼贴解构或将食品包装结构分解重构成图腾形状等方法。阐述以隐喻和象征手法提炼与再现图腾文化内涵。隐喻设计手法中,分别探讨喻体是具体事物、抽象精神和有纵向时间的事件3种图腾形式在当地食品包装设计中的体现方法;象征设计手法中则研究了单义象征和多义象征、无意识象征和有意识象征两组表达手法将图腾文化融入食品包装的应用方式。结论以梅山地区图腾形象及其文化为切入点,从平面到结构多角度提高当地特色食品包装设计的文化性与艺术性,有利于树立其品牌形象并推动消费以及梅山文化的传播。

It aims to discuss the application of the totem culture in the local specialty food packaging design in Meishan region. It analyzes the methods of extracting and exchanging the specific images of Meishan totems, such as cit- ing the totem images directly, collaging or deconstructing the totem graphic symbols, disassembling and reconstituting the food packaging construction to the totem form, and so on. It expounds emphatically extracting and reappearing the totem cultural connotation by metaphor and symbolism. The method of metaphor discusses three totem forms how to apply to the local food packaging design, that the metaphorical objects respectively are concrete objects, abstract spirit and events with longitudinal time. And the method of symbolism researches two groups application modes to put the totem culture into food packaging, which are monosemantic and polysemantic symbolism, unconscious and conscious symbolism. It improves the cultural and artistic quality of local specialty food packaging design from graphisme to structure, sets up their brand images, promotes consumption, and spreads Meishan culture with the point of penetration of totem culture and its images.