插画语言赋予品牌包装设计的视觉价值研究

The Illustration Language Entrusts the Brand Packaging Design the Visual Value Research

插画作为一种艺术表现形式,在人类社会历史发展中广受各个应用领域的青睐。而其在商业设计领域中的应用,则主要体现在对品牌包装设计的呈现中。本文从插画的表现风格以及画面形、色两方面对插画视觉语言进行了分析和研究。并通过对具体品牌插画包装设计的剖析,从艺术理念、企业文化及商业推广方面,阐明了插画视觉语言在项目文本上的诠释角度及具体运用。以此我们可以发现,插画视觉语言基于品牌包装设计而言,它不仅是借以图像艺术语言的显性形式向我们传达商品信息的媒介,同时还隐含着品牌的文化定位与价值输送。

As a form of artistic expression, illustration is widely favored by various application fields in the historical development of human society. And its application in the field of commercial design is mainly reflected in the presentation of brand packaging design. This paper analyzes and studies the visual language of illustration from the expressive style of illustration, picture shape and color. And through the analysis of the specific brand illustration packaging design, from the artistic concept, corporate culture and commercial promotion, illustrate the illustration visual language in the project text interpretation and specific application. In this way, we can find that the visual language of illustration is based on brand packaging design. It is not only a medium to convey commodity information to us through the explicit form of image art language, but also implies the cultural positioning and value transmission of the brand.