赣南脐橙生态创意包装系列设计-艺术专业论文.docx

目录 目录 IV IV 目 录 第 1 章引 言················································································· 1 1.1 选题背景········································································· 1 1.2 国内外研究现状································································ 2 1.3 课题研究的目的和意义······················································· 4 第 2 章 赣南脐橙包装设计的调研分析··················································· 5 2.1 国内脐橙包装设计的基本调查··············································5 2.2 赣南脐橙包装设计的现状分析··············································5 第 3 章 生态包装设计的分析······························································· 7 3.1 生态包装设计的分析·························································· 7 3.2 赣南脐橙生态创意包装的人性化设计定位·······························10 3.3 赣南脐橙生态创意包装的设计风格定位··································12 第 4 章 赣南脐橙生态创意包装的的设计实践·········································· 14 4.1 赣南脐橙生态创意包装设计的构思········································14 4.2 赣南脐橙生态创意包装的系列草图········································14 4.3 赣南脐橙生态创意包装的设计方案和说明 ·······························17 第 5 章 结论·····················································································18 致谢······························································································· 19 参考文献························································································· 20 攻读学位期间的研究成果···································································· 21 第 第 1 章 引言 PAGE PAGE 1 第 1 章 引言 1.1 选题背景 现代包装设计是一门综合复杂的学科，是将功能与审美体验相结合的一种有 明确目的性的设计，包装设计在市场经济强烈竞争的体制下已经被越来越多的企 业生产者所重视，消费者在面对琳琅满目的商品时也更加注重消费体验。工业化 先行的国家在包装设计上已经有了自身的完整模式，而我国包装设计起步较晚， 目前仍然处于发展阶段，在面对消费者的体验需求与强大的市场冲击情况下，我 国整个包装设计行业处于无序状态：具体表现为以下两个方面，第一盲目追求奢 华效果出现了过度包装的现象，很大程度上造成了人力、财力、尤其是资源的浪 费，另一种是许多缺少文化底蕴的包装为了快速抢占市场，盲目的随从市场的流 行趋势，大量的效仿畅销产品的包装设计，失去了其品牌的自身特色，导致产品 包装市场上的千篇一律。 水果行业与其他的行业一样，水果品牌竞争激烈，现今的水果企业都已经意 识到包装设计对于品牌竞争的重要性，那怎样才能够使水果的包装促进产品的销 售提高品牌的自身价值呢？谈到水果包装有部分人最直接的反应就是将几张新 鲜水果的照片、品牌的名字、联系方式、生产地等元素及信息传达出来即可，或 者说作为礼品包装就再加个奢华的果篮，这些都是水果包装设计行业的现状，表 面上看