地域性农产品包装设计研究——以田阳芒果包装为例

RESEARCH ON REGIONAL AGRICULTURAL PRODUCT PACKAGING DESIGN-TAKING TIANYANG MANGO PACKAGING AS AN EXAMPLE

地域性农产品是地方经济的重要支柱,但是目前地域性农产品的包装设计却存在诸多亟待改进之处。本文提出,地域性农产品的包装设计应深度挖掘地域元素,紧密贴合消费者偏好,并借助文化认同构建产品形象。以田阳芒果包装为例,本文通过简化、重构、抽象等手法,将壮族文化的典型代表——壮锦纹样进行创新性转化,形成复合图形,并以二方连续的方式巧妙运用于包装四周。同时,以田阳区农林生态脱贫产地和田阳女性果农的形象为蓝本,创作出富有文化与情感价值的包装背景插画,旨在为农产品包装设计领域提供新的启示与参考。

Regional agricultural products are an important pillar of local economy,but there are many urgent improvements in the packaging design of regional agricultural products at present.This article proposes that the packaging design of regional agricultural products should deeply explore regional elements,closely fit consumer preferences,and use cultural identity to build product images.Taking Tianyang mango packaging as an example,this article innovatively transforms the t ypical representative of Zhuang culture,Zhuang brocade patterns,through simplification,reconstruction,abstraction and other techniques to form composite graphics,and cleverly applies them around the packaging in a two-way continuous manner.At the same time,based on the image of the agricultural and forestry ecological poverty alleviation area in Tianyang District and female fruit farmers in Tianyang,a packaging background illustration with rich cultural and emotional value is created,aiming to provide new inspiration and reference for the field of agricultural product packaging design.