现代包装设计的文化特征

Cultural Characteristics of Modern Packaging Design

目的探究文化特征在现代包装设计中的主要形式及表现。方法从包装类型的不断丰富和多元这一背景引入,提出文化属性在包装中的地位和重要作用,同时结合社会文化、流行文化和审美文化等文化属性,总结当前包装设计中存在的文化属性缺失的现象,突出改革创新的必要性,接着借助现代包装设计的文化内涵表现,从民俗、水墨、书法等方面辅之于具体的应用方向及案例,深入剖析现代包装设计中的文化特征,并就其未来的发展方向进行概括。结论在包装设计中强化文化表达,是时代发展的必然要求,同时也是设计师设计创新的有效路径,如此不仅能够有效提升包装作品的视觉感染力和文化厚重感,在一定程度上提升商品价值和品牌形象,更对商品销售有着积极的促进作用。

The paper aims to explore main forms and manifestations of cultural characteristics in modern packaging design.Based on the unceasingly richened and diversified packing types,position and important role of cultural properties in the packaging were put forward.At the same time,in combination with social culture,popular culture and aesthetic culture attribute,the lack of cultural properties existing in the current packaging design was summed up and the necessity of reform and innovation was highlighted.Then with the help of modern packaging design,the cultural connotation from the folk,ink painting,calligraphy and other specific application and case studies were applied to have in-depth analysis on cultural characteristics in the modern packaging design,and its future development direction of generalization.Strengthening cultural expression in packaging design is an inevitable requirement of times development,and also an effective path for design innovation of designers,such not only can effectively improve packaging visual appeal of the works and massiness culture,to a certain extent,but also improve product value and brand image,more have a positive role in promoting merchandise sales.