文化创意视角下食品包装插画设计的应用研究——“茶点说”肉脯包装插图设计

The Application Research in the Illustration Design of Food Packaging from the Perspective of Cultural Creativity:the Packaging Illustration Design of"Cha Dianshuo"

文化创意视角下的插画在食品包装设计应用中,不仅可以将产品品类信息传递给消费者,还因插画寓情于景,赋予品牌人格化的魅力,从而达到品牌形象、营销场景与消费者产生情感共鸣和消费体验的效果。文章针对目前市场上食品包装插图设计中存在的问题,提出文化创意在食品包装中的插图设计策略:首先通过色彩提取的方式归纳整理出目前在休闲食品行业中销售排名前八的品牌产品,对其包装设计定位与品牌调性定位做出分析,特别注意了现在流行的配图色彩模型,运用色彩包装传递文化内涵;其次系统分析快销品牌的新旧插画造型特点,探索运用造型传递文化创意的优劣势;最后通过问卷调研的方式,总结消费者对食品包装插图比较重视包装设计的人性化设计、产品信息完整性和设计风格等方面。因此设计师可以运用不同的设计元素,如人性化设计、产品信息完整性和设计风格传递文化。并以“茶点说”的“猪肉脯”与“牛肉脯”为例,将插图应用在食品包装中,有助于与消费者产生共鸣,树立品牌形象。

In the application of food packaging design,illustrations from the perspective of cultural creativity can not only transmit product category information to consumers,but also endow the brand with personalized charm because of the context of the illustrations,so as to achieve brand image,marketing scenarios and consumption.The effect of emotional resonance and consumption experience.Aiming at the problems existing in the illustration design of food packaging in the current market,the article proposes the illustration design strategy of cultural creativity in food packaging.First,it summarizes and sorts out the top eight brand products currently in the snack food industry through color extraction.,analyzes its own packaging design positioning and brand tonality positioning,pays special attention to the current popular color model of matching pictures,and uses color packaging to convey cultural connotations;The advantages and disadvantages of using modeling to convey cultural creativity;finally,through questionnaire survey,it is concluded that consumers pay more attention to the humanized design,product information integrity and design style of food packaging illustrations.Therefore,designers can use different design elements,such as humanized design,product information integrity and design style to convey culture.Taking the product illustrations designed by me-"dried pork"and"dried beef"of"Cha Dianshuo"as examples,the application of illustrations in food packaging will help to resonate and experience with consumers and establish a brand image.