当代互联网语境下的产品包装创新设计.PDFVIP

包 装 工 程 第 39 卷 第 24 期 110 PACKAGING ENGINEERING 2018 年 12 月 当代互联网语境下的产品包装创新设计 张丁伟，陈烈胜 （上海工程技术大学，上海 201620 ） 摘要： 目的 基于产品包装对产品的保护、营销作用，探究包装设计在互联网时代的迭代创新设计。 方法 用互联网设计思维，重构设计要素，适应新的设计法则，从营销策略和设计方法上分析研究当代 产品包装创新设计的新特征、新变化以及未来产品包装设计的多种可能性，思考产品包装创新设计的新 发展、新思路，最大程度地去满足消费者的需求，乃至创造需求。结果 互联网时代产品包装设计，更 注重娱乐营销，品牌建设和人文情怀的回归表达。结论 在互联网时代，包装创新设计要紧跟时代的步 伐，变中求异，唯有“变”才是永恒不变的。因此，只有熟悉包装设计新变化、新特征及未来可能性， 设计师才能时刻保持敏感性，才能拥有更加敏锐的艺术洞察力和创造力，考虑生态、社会、经济的共赢 理念。 关键词：互联网思维；现代包装；创新设计 中图分类号：TB482 文献标识码：A 文章编号： 1001-3563(2018)24-0110-05 DOI ：10.19554/ki.1001-3563.2018.24.020 Product Packaging Innovative Design in the Context of Modern Internet ZHANG Ding-wei, CHEN Lie-sheng (Shanghai University of Engineering Science, Shanghai 201620, China) ABSTRACT: The work aims to explore the iterative and innovative design of packaging design in the Internet era based on the role of product packaging in product protection and marketing. The design thinking of Internet was used to recon- struct the design elements and adapt to the new design principles. The new features and new changes of the innovative design of contemporary product packaging and the various possibilities of packaging design of future products were ana- lyzed and studied from marketing strategies and design methods. The new development and new ideas of innovative de- sign of product packaging were considered to meet the needs of consumers to the greatest extent, and even create de- mands. In the Internet era, product packaging design paid more attention to entertainment marketing, brand building and regression expression