瓶装水包装的视觉语言研究-设计艺术学专业论文.pdf.docxVIP

摘要摘要 摘要 摘要 近年来，瓶装水市场发展势头良好，消费者对瓶装水的需求从最初的生理需要 发展成为对品牌个性、口味、水质的要求。瓶装水的包装作为瓶装水的“外衣”， 通过具体的视觉语言与消费者建立信息的联结，体现品牌定位与产品特质。 本文以瓶装水包装的视觉语言为研究对象，从视觉语言基础元素与设计原则两 方面入手，对当前瓶装水包装的现状与规律性的形式特征做出解析：一、对当前瓶 装水市场进行初步分析，通过引用数据与市场调研的资料整理，窥探当下瓶装水对 包装品牌化的要求，体现品牌个性，带有“意味”的包装成为市场新宠。二、对瓶 装水包装视觉语言表象中较外显的基础元素进行分类分析研究，并通过对瓶装水包 装中常用设计原则的综合整理，归纳当代瓶装水包装视觉表现的发展现状，探析当 代瓶装水包装视觉表现的规律与趋势。 新技术、新材料、新理念的层出不穷，为包装设计带来源源不断的新思路，通 过新技术、新观念与包装设计的结合，多元化的呈现方式为瓶装水包装设计带来新 的契机。 关键词瓶装水；包装；视觉语言；多元化；人性化 万方数据 Abstracta Abstract a momentum· In recent vears，the market of bottled water has developed with sound need Customers!demands for bottled water also evolved from the original physiol091cal into the demands“brand personality and water quality．As the“oute九Ⅳear7 of bottled water^the bottled water packaging embodies brand positioning and product characterlstlcs and bv establishing the info彻ation connection between the specific visuallanguage customers． Taking the visual language of bottled water packaging as research object，this pap盯 CUlTent situation and stans from visual language and design principal and analyzes the the data of market regular formal features：Firstly,by referencing data and organizing and the research， it makes a preliminary analysis of the current bottled water market ot_brand reauirement of bottled water for brand packaging which is the embodiment the neW charact甜stics alld now the packaging with some special features has become on the oVert a11d market faVorite．Secondly,it makes the classification analysis research the basic elements in bottled water packaging visual language and by synthesizing concludes the conlmon design principals of bottled water packaging， and it also water paekaging and development of the visual performance of nowadays’bottled explores the regularity and tendency of the visual appearance of nowadays!bottled water packaging． 1n endlessJy Advanced technologyadvanced material，and advanced concepts emerge of which bring a flow of new ideas to packaging design．Though the combmat