近代中国香港老字号中成药包装设计

Packaging Design of Time-honored Chinese Medicine in Modern Hong Kong

目的探究近代中国香港老字号中成药包装的文化内涵与装饰特点,总结其经典纹饰与视觉符号,为现代中成药包装设计提供可借鉴的装饰元素与设计思路。方法从字体设计、标志设计到图形设计、版式设计等方面分析近代中国香港老字号中成药包装的多元形制,通过案例进一步阐释其文化意义与商业价值,探究传统中成药包装形式的当代应用,以及独特视觉符号的提取与延伸。结论近代中国香港老字号中成药包装汲取东西文化之长,围绕品牌发展,形成中西文化相融的独特视觉语言,其包装形式侧重宣传与装饰,同时将防伪设计综合于整体的设计策略。中国香港老字号中成药包装不仅满足使用功能的实现,同时反映出丰富而多元的情感传递与创作主题,其装饰语言、色彩运用及形式特点的合理化应用与衍生将为现代中成药包装设计带来积极的借鉴意义。

The work aims to investigate the cultural connotation and decorative features of the time-honored proprietary Chinese medicine packaging in modern Hong Kong,summarize its classic decorative and visual symbols,and provide decorative elements and design ideas for modern Chinese medicine packaging design.From the aspect of font design,logo design to graphic design,layout design,etc.,the multi-form system of the Hong Kong’s time-honored proprietary Chinese medicine packaging in the past was analyzed,and its cultural significance and commercial value were further explained through case studies,to explore the contemporary application of traditional proprietary Chinese medicine packaging forms,as well as the extraction and extension of the unique visual symbols.Modern Hong Kong’s time-honored Chinese medicine packaging draws on the culture of the East and West,and develops a unique visual language that integrates Chinese and Western cultures.Its packaging form not only focuses on propaganda and decoration,but also integrates anti-counterfeiting design into the overall design strategy.Its packaging shape not only satisfies the realization of the function of use,but also reflects the rich and diverse emotional transmission and creative theme.The rational application and derivative of its decorative language,color application and form characteristics will bring positive reference for design of modern proprietary Chinese medicine packaging.