“画经”美学思想在西藏商品包装设计上的借鉴

A esthetic thoughts and product packaging in Tibet

随着市场对商品包装设计不断重视,快餐式文化的碎片信息使西藏商品包装设计所提倡的民族特色不可避免地受到冲击与挑战。其中“过度”和“过求全”的包装设计现象愈演愈烈,引起了人们的普遍关注。商品包装设计的走向是以满足大众消费群体为前提的,不管是重视觉符号还是赋予包装设计企业理念,甚至两者融合运用,我们需要积极探索和尝试。本文在认识“画经”美学思想的量度、色彩、形象、装藏的基础上,探索了画经美学思想中以自然为本下人与自然和谐相处的自然观,“性空论”为核心的批判与解脱相存的美学思想,“利他主义”的人文关怀等思想体系。理解更富有时代气息的精神文化特点,让优秀的思想成为促进西藏商品包装设计的积极力量。

With the continuous attention of the market to commodity packaging design, the national characteristics advocated by Tibetan commodity packaging design are inevitably challenged by the fragmentary information of fast-food culture. Among them, the phenomenon of "excessive" and "excessive perfection" in packaging design has become more and more serious, which has aroused widespread concern The trend of commodity packaging design is based on meeting the needs of mass consumers, and we still need to actively explore and try whether it is to pay attention to visual symbols or to endow packaging design with enterprise concepts, or even to integrate both of them On the basis of recognizing the measure, color, image and hiding of the aesthetic thought of "Picture Classic", this paper explores the ideologies such as the natural view of harmonious coexistence between man and nature based on nature, the aesthetic thoughts of the coexistence of criticism and Emancipation with "Sexual Emptiness" as the Core and the humanistic concern of Altruism in the aesthetic thought of "Picture Classic". Understanding the spiritual and cultural characteristics of the times will make excellent ideas positive and vigorous forces in promoting Tibetan commodity packaging design.