老字号包装的叙事性设计研究

Narrative Design of Old Brand Packaging

目的研究叙事学在老字号包装设计上的创新应用。方法以老字号的包装设计为研究重点,通过查阅文献法和实地调研等方法,掌握叙事学在包装设计中的应用现状,研究并总结叙事性在包装设计中所蕴含的共性,包括叙事主题、叙事易读、文化内涵和叙事表现等四个方面。以陕西食品类老字号德懋恭为例,分析其包装设计发展的一贯特性,并与叙事性包装设计的方法相结合对其产品的包装进行创新设计。结论中华老字号品牌为了适应时代发展的潮流,必然要进行品牌的升级转型。通过将叙事学理论延伸到包装设计中,可以改善老字号的包装设计,赋予产品包装更多功能价值,使产品信息和老字号品牌蕴含的文化被消费者更容易理解和接受,并为其他老字号包装设计的发展提供一个新的参考路径。

The work aim to explore the innovative application of narratology in the packaging design of old brands. The focus of the research was on the packaging design of old brands. The application status of narratology in packaging design was studied through literature review and field research. The commonalities of narrativity contained in packaging design were analyzed and summarized, which included narrative theme, legibility, cultural connotation and narrative expression. Then, a case study of old brand Demaogong in Shaanxi Province was carried out to analyze the consistent characteristics of development in its packaging design. At last, its product packaging was redesigned innovatively in combination with the method of narrative packaging design. In order to adapt to the tide of era development, Chinese old brands must upgrade. The narrative theory applied to the packaging design can improve the packaging design of old brands, give the product packaging more functional value and enable the product information and the culture contained in the old brand more easily to be understood and accepted by consumers, thereby providing a new reference for other old brands in terms of the development of their packaging design.