生态理念下包装设计的探索与应用——以“合乐养生坊”五谷杂粮包装设计为例-exploration and application of packaging design under ecological concept - a case study of grain packaging design of.docxVIP

摘要“民以食为天”，五谷杂粮历来是我国的日常饮食消费品，然而五谷杂粮的包装设计品质却有待提高。近年来，随着人们生活水平的提高，广大群众的生态意识和环保观念也在不断的加强，越来越多的企业和消费者开始意识到产品的包装设计合理与否，对于生态环境造成的影响不容忽视。课题在创作过程中经过大量的前期调研和论证，对目前市场上的有机五谷杂粮产品的包装形式、材料、制作工艺等方面进行了系统的探索。并以“合乐养生坊—五谷杂粮包装设计”为例展开设计的实践。由于合乐养生坊是一个新兴的品牌，并以直营店或商超的模式而存在，企业的管理者希望将产品的包装设计出不同于目前市场上同类产品的视觉效果，但是他们又面临着一些与其他品牌同样的困惑：如，产品刚刚投放市场，到底应该以一种什么样的定位和姿态来面对消费者；认识到现有产品的包装材料和设计形式的单一，却不知从何突破等等。同时有机五谷杂粮作为一种有机、生态产品，理应在材料选择、表现形式上与其他普通杂粮产品的包装形成区别。本文从以下两个方面对课题的创作展开论述：一是对生态有机杂粮包装设计的理论认知；二是设计创作的实践，包括发现的问题以及思考解决的过程等。希望通过这套作品能给其他更多更优秀的设计师以灵感的启发，为将来包装与社会的可持续发展做出积极的贡献。关键词：包装设计，生态理念，有机，五谷杂粮ABSTRACT“Toeatfordays,cerealshavebeenthetraditionaldietofconsumergoodsinChina,howeverthequalityofthecereals’packagingdesignistobeimproved.Inrecentyears,withtheimprovementofpeopleslivingstandards,people’sconsciousnessaboutecologyandtheconceptofenvironmentalprotectionhasbeenstrengthened,moreandmorebusinessesandconsumersarestartingtorealizewhetherthepackagingdesignoftheproductsisreasonableornot,sowecan’tignoretheimpactsontheeco-environment.ThissubjectwascreatedbyusingDocumentalAnalysis,CaseAnalysis,andIntegratedPackagingSystemsAnalysis.Ialsodidlotsofinvestigationtoresearchthepackagingforms,materials,productiontechniquesoftheorganiccerealsonthemarketcomprehensively.ItookthepackagingdesignofthecerealwhichbelongstoHalcrowhealthsquareasanexampletodosomeresearch.Halcrowhealthsquareisanemergingbrandanditisrunbythewayofthestraightcampshopandbeingonsaleinsupermarket,sothemanagerofthebusinesswantstomakethepackagingdesighoftheproductlookdifferentfromthesameproduct’s.However,themanagersarefacingthesameproblemsthattheothersarefacing.Theydidn’tknowhowtomakethenewproductsbeacceptedbyconsumers.Theyrealizedthesinglenessofthematerialsandpackagingdesignoftheproducts.Also,theywereanxioustobecreative.Asanorganicandecologyproduct,organiccerealsshouldbedifferentfromothercerealsinchoosingmaterialsandpackagingdesign.Thesubjectwillbediscussedfromthesetwoways.Oneistorecognizethepackingdesignoftheproducts,theotheristodisplayhowtodesignitincludingth