中秋节的传统内涵与月饼包装设计的异化.pdfVIP

包装工程 PACKAGINGENGINEERINGVol.32No.202011.10 88 中秋节的传统内涵与月饼包装设计的异化 曾朝辉 （顺德职业技术学院，顺德 528300） 摘要：分析了中秋节的历史成因、节日习俗与文化特点等内涵，结合中秋节月饼包装的特点、装饰图案的吉祥寓意 与新时期的市场需求等方面，论述了月饼包装设计所承担的文化使命与商业角色，提出了做好包装设计的基本准 则。通过分析中秋节月饼市场的过度包装、资源浪费、奢侈虚荣等不良现象及问题产生的根源，进而论述了传统节 日民风蜕变与月饼包装设计异化的严重性与危机感，并对症结提出了批评与建议，强调了保护民族节日传统内涵的 必要性。 关键词：中秋节；传统文化；月饼；包装设计；危机 中图分类号：TB482 文献标识码：A 文章编号：1001-3563（2011）20-0088-03 Traditional Connotations of Mid-autumn Festival and Alienation of the Packaging Design of Moon Cakes ZENG Zhao-hui （Shunde Polytechnic ，Shunde 528300 ，China ） Abstract ：It analyzed the connotations of the Mid-autumn Festival including its historical origin, the festival custom and the cultural characteristics. Combined with the features of the package, its lucky connotations of decoration pattern and new market needs, it elaborated the cultural duties and commercial roles the packaging of moon cakes takes and put forwards the basic principles of commercial designs. Through the analysis of the over-package of moon cakes in the market, the wastes of resources and the luxurious vanities and their underlying origins, it pointed out the seriousness and crisis of the metamorphosis of the traditional holidays and the alienation of packaging design. It also gave the comments and the solutions to these problems, emphasizing the necessity of protecting the connotations of the traditional holidays. Key words ：mid-autumn festival ；traditional culture ；moon cakes ；packaging design ；crisis [1] 中秋节是中国仅次于春节的第二大传统节日与 8，9月为秋季，此日正居仲秋之中，故称为中秋节 。 公众假日。以中秋节与月饼包装为切入点，通过多 早在周代，每逢中秋夜，帝王都要举行迎寒和祭月的 个方面渐进式的分析论述，呼吁做好中秋节传统文 活动。史料记载魏晋时开始有民间中秋赏月的活动， 化的传承，在商品包装设计中做好时代消费观念与 到唐代赏月活动进了皇宫，据《开元天宝遗事》载：“中 传统文化内涵的融合，扭转日益变异的商业道德、民 秋夕，上与贵妃临太液池望月”，宋代中秋赏月之风更