黑白插图在包装设计上的应用探究——以“山海村”萤火虫旅游文创品牌为例

The Application Exploration of Black and White Illustrations in Packaging Design——Takes the Firefly Tourism Cultural and Creative Brand of“Shanhai Village”as an Example

本文以“山海村”萤火虫旅游文创品牌为例,运用黑白插图与现代包装设计相结合,讲述品牌故事,突出内涵——梦幻性与情感意象。以萤火虫生命周期为故事链讲述人儿时、青年、中年、老年四个人生阶段,赋予萤火虫人性化的特征,增加品牌内涵深度及情感积淀。以黑白插图在包装设计上的运用表现,探索研究黑白式插图与品牌包装设计进行相互融合的独特性与可能性,最后实现相关产品应用开发与品牌落地运营。

This paper takes“Shanhai Village”firefly tourism cultural creation brand as an example;using black and white illustrations and modern packaging design combined,tells the brand story prominent connotation——fantasy and emotional image.The firefly life cycle as the story chain tells the four life stages of childhood,youth,middle age and old age,giving firefly the characteristics of humanization,and increasing the depth of brand connotation and emotional accumulation.With the application of black and white illustrations in packaging design,explore and study the uniqueness and possibility of mutual integration of black and white illustrations and brand packaging design,and finally implement the relevant product application development and brand operation.