【作者】 张小艺；

【导师】 廖军；

【作者基本信息】 苏州大学 ， 设计艺术学， 2007， 硕士

【摘要】 我国生产白酒已有近千年的历史,对白酒的包装也由来己久,特别是近年来白酒的包装得到了较大的发展。但由于传统观念的影响,我国白酒包装的设计风格主要追求的是平稳、圆满、喜庆和完整。面对信息时代国外多元文化形态的冲击和影响,中国的白酒包装应该挖掘和汲取丰富的民族文化精髓,并将其与当代设计要素有机的结合起来。对一些局限于简单的模仿、拷贝,缺乏整合、创造的白酒包装,必须有针对性地加以克服。本文试图从文化内涵、图案样式、色彩运用、文字形式、造型设计、材料选择等方面出发,探讨中国白酒包装的艺术特色,并论述白酒包装设计中的具体方法和策略。提出要准确、合理地运用传统艺术形式,去粗取精、去伪存真,还要善于借鉴国外优秀的艺术形式和法则,结合我们今天的具体情况进行再创造,努力设计出既保留本土文化,又带有鲜明时代特征的具有全新视觉形象和艺术感染力的白酒包装。在对白酒包装的未来展望中,强调自然、亲切、质朴、健康、环保的审美意识。主张准确把握艺术与功能,历史与现实,民族文化与外来文化,设计理念与包装符号等因素在设计创作中的互动关系。更多还原

【Abstract】 Packaging for Liquor has a long tradition concerning the thousand-year history of liquor itself in China, and has witnessed great progress in recent years. The packaging style mainly features stability, completeness and festivity. Confronted with the impact of foreign cultural pluralism, the design has to rest on China’s rich cultural essence and to merger it with modern design elements. The simple simulated, copied, less synchronized or original packaging design should be overcome, while the design having local culture, brand-new visual images and cultural charm should be the objective desired.This article explores the artistic features of the packaging design for liquor in China in such aspects as cultural essence, designs. colors, words, shaping, materials, etc., and elaborates upon the concrete design methods and strategies. It argues that the traditional artistic form should be employed rationally and refined for re-creation, and that fine foreign artistic forms and norms should be introduced to create excellent packaging designs having Chinese characteristics and features of the time.In future packaging, naturalness, amity, simplicity, health and eco-friendliness should be highlighted. It is argued that in the designing issue, the interaction between culture and function, history and reality, local culture and alien culture, design ideas and packaging icons, should be addressed with accuracy.更多还原