基于“工匠精神”的老字号产品包装设计研究

Packaging Design of Time-honored Products Based on“Craftsman Spirit”

目的围绕新时代、新形势下“中国特色”“中国风格”“中国气派”的老字号品牌形象的树立,从“工匠精神”的视野对老字号产品包装设计进行研究。方法以品牌形象和视觉传达设计理论为基础,针对老字号产品包装功能有待进一步提升和存在的部分品牌视觉形象老化的现象,运用中国传统文化观念和造物理念展开老字号产品包装设计的内在文化、外在视觉形象和包装功能之间的整体性研究。结论基于“工匠精神”的职业理念采取扎根传统文化、反映主流文化、尝试体现潮流文化的“喜新恋旧”文化策略;遵循“立象以尽意”的产品包装形象设计原则和“器以用为功”的产品包装容器造型设计原则开展老字号产品包装设计,较好实现产品包装所属功能的优化和助力老字号品牌形象的更新与重塑。

To study the packaging design of time-honored brand products from the perspective of“craftsman spirit”around the establishment of the image of time-honored brands with“Chinese characteristics”,“Chinese style”and“Chinese manner”in the new era and new situation.Based on the theory of brand image and visual communication design,in view of the need to further improve the packaging function of time-honored products and the existing phenomenon of aging of the visual image of some brands,use Chinese traditional cultural concepts and creation concepts to develop the internal culture and external vision of the packaging design of time-honored products integral study between image and packaging function.With the professional concept of“craftsman spirit”,adopting a cultural strategy of“like the new and love the old”that is rooted in traditional culture and reflects the mainstream culture and tries to reflect the trend culture;follow the product packaging image design principles of“create images for the best”and“use utensils for use”product packaging container shape design principle can better realize the optimization of the functions of the product packaging and help the renewal and reshaping of the brand image of the time-honored brand.