【作者】 姜川；

【导师】 李超德；

【作者基本信息】 苏州大学 ， 设计艺术学， 2008， 硕士

【摘要】 传统酒类在现代商业市场中是典型的具有传统文化背景、鲜明地域特征和悠远历史文脉的产品,同时它伴随着人类的文明史绵延至今,具有时间和空间上的延续性。传统酒类在激烈的商业竞争中同样摆脱不了对包装的重视,包装的形象成为了代表酒品质的视觉符号,甚至演化为塑造酒品牌的重要工具之一。中国和日本是比邻的两个国家,都有悠久的酿酒历史和独特的传统酒。两国的传统酒类包装在市场中展现出的视觉形象有着各自的特征。本文从对传统酒类包装形象视觉设计概念的详尽阐述入手,通过对中日传统酒类包装形象视觉设计在材质、立体造型、字体、图形、色彩、元素整合等方面运用特征的系统分析及对两者呈现出的民族特色的比较,探究包装表象下蕴含的审美意识、设计理念以及表达途径上的相似点和差异性,揭开两者包装视觉形象风格不同的原因。在比较的基础上结合日本包装的成功经验,从中提取了四个方面来供我们借鉴和比照自己。我们在传统酒类包装视觉设计中缺少对善用和开新的设计理念的思考,而广获市场认可的朴素堂酒包装以成功的范例为我们提供了一个很好的思考角度:理念的拓展、元素的善用以及对时代的认识。它对传统酒类包装的理解和在设计实施过程中的表现方式具有典型意义。更多还原

【Abstract】 In the modern commercial market, traditional liquor is a typical product which has traditional cultural backgrounds, distinctive geographical features and agelong historical context. Also it accompanied by the history of mankind’s civilization, and it has a time and space continuity. Traditional liquor product in the face of fierce commercial competition must pay attention to packaging, the image of package has become a visual symbols which is representative of the liquor’s quality, even become one of the important tools which shape the image of the liquor brand.China and Japan are two countries close to each other, both of them have a long history of brewing liquor and unique traditional liquor. In the market, traditional liquor package of the two countries show the visual image of having its own characteristics. Starting with elaborating on the concept based on the visual design of the traditional liquor’s package image, by analysing the using features of the visual design in materials, the three-dimensional modeling, fonts, graphics, color, elements integration,and comparing the national characteristics between the both, to explore the similarities and differences of the aesthetic sense, design concepts, the way of expression which under the packaging surface, and to find reasons to the different styles of the image of the two packages. On the basis of comparison, with the successful experience of Japan packaging, we extracted four aspects from it for us to learn and to contrast ourselves’.In the visual design of the traditional liquor’s package image, we lack thinking of design concept of rational and creative usage. Pu Sutang liquor’s packages which are widely recognized by the market provide us with a good perspective of thinking by its successful examples: The expansion of concept, Rational and creative usage of elements and awareness of the times. Its understanding in the visual design of the traditional liquor’s package and the way of expression in process of the implementation have a typical significance.更多还原