国内酸奶包装符号化研究-AtlantisPress.PDF

Advances in Social Science, Education and Humanities Research (ASSEHR), volume 117 2017 International Conference on Social Science (ICoSS 2017) Research on Symbolization of Domestic Yogurt Packaging Yang Du1, a , Zongyuan Bian2, b and Xia Geng3, c 1, 2, 3School of Architecture and Art Design, Beijing Jiaotong University, Beijing 100044, China a b c 807249775@, 799690386@, 850271255@ Abstract. As an indispensable nutrition in people’s lives, liquid milk occupies its own place in the market. In recent years, healthy diet is advocated, and yogurt has attracted much concern because it can help people reduce weight and contribute to better sleep. In this paper, element extraction and cross analysis are used to study the main visual effect of food packaging. Adjacent axis and pedicle axis are used to classify the yogurt boxes, and part of them are extracted for in-depth analysis so as to know the correlative relationship between different elements in yogurt box packaging design and give a prospect of yogurt box packaging design in the future based on this. Keywords: Yogurt box packaging; Symbol; Cross analysis; Design rule 国内酸奶包装符号化研究 1 2 3 杜洋 ，边宗圆 ，耿霞 1.2.3. 北京交通大学建筑与艺术学院，北京市，100044 摘要：液态奶作为目前人们生活中不可或缺的营养品，在市场上占有自己的一席之地，近年来提倡健康饮食，酸奶由于 其减肥，助眠等功效，备受关注。文章通过元素提取和交叉分析法对食品包装的主视觉进行研究，利用毗邻轴和系谱轴对酸 奶盒进行分类，同时从中提取一部分进行深入剖析，管窥酸奶盒包装设计中不同要素之间的关联性规律，并以此为依据进行 未来酸奶盒包装设计展望。 关键词：酸奶盒包装；符号；交叉分析；设计规律 中图分类号：J524.2 文献标志码, A 引言 近年来，国内乳品行业中酸奶的发展引人注目，酸奶包装是在消费者购买前最直接的表现品质的媒介， 也是吸引消费者购买的重要环节。酸奶盒包装日益呈现出多样化发展的趋势。酸奶盒包装主要由品牌名、 主视觉、诉求点三部分组成，这里根据价格将酸奶定位成高中低端，并针对其中的高端酸奶盒进行切分和 比较，探究出高端酸奶盒之间存在的共同点，合理预测未来酸奶盒包装设计发展。 1 国内酸奶盒包装整体分析 对国内线上和线下的酸奶进行搜集后，根据价格分区，将酸奶定位成高中低端，低端0-2.4 元，中端 2.5-3.5 元，高端3.6-12 元（