摘要
引入叙事设计理论,分析并研究现有地域农产品包装中存在的问题。文章通过案例法分析地域农产品包装设计中融入叙事设计理论的重要性,将叙事设计与情感层级理论相结合,从品牌故事、地域特质、历史人文3个方面确立包装的叙事主题,从本能叙述、行为叙述、反思叙述来探讨地域农产品包装的叙事设计。将叙事学理论应用到地域农产品包装设计中,可以增强农产品包装的文化内涵和美学价值,农产品赋予包装更为丰富的附加内涵,避免了同质化的现象。这种途径不仅使包装成为传达故事和情感的媒介,还促进了品牌与消费者之间的情感联系,更好地满足了消费者的需求。
Introduce narrative design theory to analyze and study the existing problems in regional agricultural product packaging.The article explores the importance of integrating narrative design theory into the design of regional agricultural product packaging through the case study method.It combines narrative design with the hierarchy of emotions theory,establishing narrative themes for packaging from the perspectives of brand stories,regional characteristics,and historical and cultural heritage.It investigates the narrative design of regional agricultural product packaging through instinctual narrative,behavioral narrative,and reflective narrative.Applying narrative theory to the design of regional agricultural product packaging can enhance the cultural connotations and aesthetic value of agricultural product packaging,endowing packaging with richer additional meanings and avoiding homogenization.This approach not only makes packaging a medium for conveying stories and emotions but also promotes emotional connections between brands and consumers,better meeting consumer needs.
作者
李小微
王丽梅
LI XIAOWEI;WANG LIMEI
出处
《设计》
2024年第20期134-137,共4页
Design
基金
四川省教育厅人文社会科学重点研究基地四川农业特色品牌开发与传播研究中心项目“四川省特色农产品品牌包装设计研究”(编号:202202)。
关键词
地域农产品
包装设计
叙事设计
情感体验
农产品包装
Regional agricultural products
Packaging design
Narrative design
Emotional experience
Agricultural product packaging
