荆楚凤纹符号在首饰包装品牌设计中的表达研究

A STUDY ON THE EXPRESSION OF JINGCHU PHOENIX SYMBOL IN JEWELRY PACKAGING BRAND DESIGN

荆楚凤纹是荆楚文化长河中一种独特且重要的视觉符号,其象征荆楚人民对于生活的热爱与对形式美的追求,其灵动多姿的视觉形态为现代设计提供了源源不断的灵感。同时,首饰包装作为消费者与首饰间连接情感的桥梁,对于表达首饰精神内涵与弘扬民族品牌文化都有举足轻重的作用。透过对荆楚凤纹的符号化分析,归纳其视觉元素,解读其精神内涵,结合我国凤纹首饰类包装设计市场现状,寻觅民族首饰与消费者精神诉求间的契合点,助推民族首饰包装走进时尚浪潮。总结出造型提取、表意融合、色彩重构三大设计手法对文物中的凤纹符号进行创新设计,探索出应用中的审美、文化、情感、品牌价值,让包装与首饰间形成共生关系的同时,充分展现荆楚凤纹的时代艺术特色,为民族传统文化的品牌传播与推广提供了设计新思路。该设计可为其他包装设计提供了参考。

Jingchu phoenix pattern is a unique and important visual symbol in the long river of Jingchu culture.It symbolizes the love of Jingchu people for life and the pursuit of formal beauty.Its flexible visual form provides a steady stream of inspiration for modern design.At the same time,jewelry packaging,as a bridge between consumers and jewelry,plays an important role in expressing the spiritual connotation of jewelry and promoting national brand culture.Through the symbolic analysis of Jingchu phoenix pattern,this paper summarizes its visual elements,interprets its spiritual connotation,and combines the current situation of China's Phoenix pattern jewelry packaging design market to find the coincidence point between national jewelry and consumers'spiritual demands,so as to promote national jewelry packaging into the fashion wave.Summarize the three design techniques of shape extraction,ideographic integration and color reconstruction,carry out innovative design of phoenix pattern symbols in cultural relics,explore the aesthetic,cultural,emotional and brand values in application,and fully show the artistic characteristics of the times of Jingchu phoenix pattern while forming a symbiotic relationship between packaging and jewelry,so as to provide new design ideas for the brand communication and promotion of national traditional culture.This design can provide reference for other packaging design.