浅析“苏园情话”文创产品包装设计——地域文化的视觉提炼与表现

Superficial Analysis Of“Lover’s Prattle Of SUZHOU’s Gardens”Packaging Design Of Cultural And Creative Products——Visual Abstraction and Expression of Regional Culture

近年来,随着市场经济的发展,人们物质生活和精神文化需求在日益增长;国家经济实力的日益雄厚及民族文化的广泛传播,使得国民文化自信程度大大提高,促进了我国文化创意产业市场发展的步伐。然而,具有较强地域特色文化的文创产品及相关的推广设计却很黯淡。此项目为2020年度国家级大学生创新创业训练计划项目,探求文创市场地域特色的挖掘及市场推广,任重道远,年轻设计师砥砺前行。苏州园林作为中国极具特色的文化遗产之一,其视觉艺术欣赏性及文化性都具有着很大的开发价值。笔者通过对苏州园林的造园法则及视觉语言上的研究和提炼,并加以图形及包装的开发与设计,形成了以碧螺春茶叶为主的一系列文创包装设计形象,以便更好地将苏州园林的文化魅力展现在人们面前,由此提升文化自信及提高地域文化的重要地位,力求打造较高水准的地方文创市场。

In recent years,with the development of market economy,people’s material life and spiritual and cultural needs are growing day by day;The increasingly strong national economic strength and the wide spread of national culture have greatly improved the national cultural confidence and promoted the development of China’s cultural and creative industry market.However,cultural and creative products with strong regional characteristics and related promotion design are very dim.This project is a national innovation and entrepreneurship training program for college students in 2020.It has a long way to go to excavate the regional characteristics and market promotion.Young designers are duty bound.As one of the cultural heritages with Chinese characteristics,Suzhou garden has great development value in visual art appreciation and culture.Through the research and refinement of the gardening rules and visual language of Suzhou gardens,and the development and design of graphics and packaging,the author has formed a series of cultural and creative packaging design images based on BiLuoChun Tea,so as to better show the cultural charm of Suzhou gardens in front of people,so as to enhance the cultural confidence and improve the important position of regional culture,and strive to create a higher quality Local cultural and creative market of high quality.