文化基因在宜兴地方土特产包装设计中的表达

Expression of the Culture Gene in the Package Design of Yixing Local Specialty

目的探索土特产开发过程中具有地方文化魅力的包装设计语言,打造具有浓郁地方特色的产品。方法以宜兴特产包装为例,通过实地调研、客观分析、归纳总结等方法,剖析目前宜兴土特产包装在设计内容与设计表现上存在的问题,并尝试从文化基因角度出发,深入阐释奇特的自然形态、传统的制作工艺、民间传说、名人诗句及作品等文化基因在宜兴土特产包装设计中的表达。结论将文化基因融入宜兴地方特色产品的包装设计中可使包装后的土特产在内容上突显地方特色,在设计表现上体现文化内涵;同时,也对土特产产品的发展与兴盛、地方文化的保护与传承、地方城市的建设与发展等,有着重要的理论与实践价值。

It aims to explore a packaging design language of local culture in the process of local specialty, to create a strong local characteristics of the products. Taking Yixing special product packaging as an example, through on-the-spot investigation, objective analysis and summary, it analyzes in the design content and design of Yixing special local product packaging performance problems, and tries to from the perspective of cultural gene, the deep interpretation of the unique natural form, traditional craftsmanship, folk tales, famous poem and work culture gene expression in Yixing local products packaging design. It can be concluded that cultural genes blended into Yixing local characteristics in the product packaging design can make the packaging products in content after highlighting local characteristics, cultural connotation is reflected on the design performance. At the same time, also the development and prosperity of the local special products, the protection and inheritance of local culture, local urban construction and development and so on, has important theoretical and practical value.