摘要
以山东老字号企业新旧动能转换为契机,研究产品包装的创新设计理念和方法并进行实践应用。运用配套多元营销包装,开发新型包装,持续优化,打造旅游特产包装等方法探索老字号包装设计策略。并以山东济南野风稣藕粉为例,结合品牌和产品特点,从市场调研、设计定位、容器造型设计、包装结构设计和包装装潢设计五个方面进行包装设计实践。归纳了适用于山东老字号产品的包装设计理念与方法,并结合现实生活情境、传统文化、地方特色进行探索和完善,对提高老字号产品包装设计水平具有理论价值和现实意义。
Motivated by Shandong enterprises’ transition of traditional drivers being replaced by new ones,we focused on the innovative packaging design and practice.We implied various designing methods to time-honored brand packaging,including multi-marketing method,innovation method,continuous optimization,tourist specialties et.al.We also applied the study to the Yefengsu lotus root starch as a demonstration in 5 aspects,including market survey,design strategy,container modelling,structure design,and presentation appearance.Relative ideas,strategies and methods of packaging were summarized for the time-honored brand in Shandong province while a solid example was also given.Daily life style,traditional culture and local characteristics were integrated in the designing progress,which would be beneficial for the promotion of packaging practice in relative area.
作者
时晓霞
SHI Xiao-xia(Shandong University of Art and Design,Jinan 250014,China)
出处
《绿色包装》
2019年第6期61-65,共5页
Green Packaging
基金
山东省社会科学规划项目《山东土特产包装设计研究》(16DWYJ03)
关键词
包装设计
老字号
藕粉包装
传统文化
packaging design
time-honored brand
lotus root starch packaging
traditional culture
