衢州一村一品民族化包装设计与创新研究-包装工程.PDF

包 装 工 程 第 40 卷 第 4 期 104 PACKAGING ENGINEERING 2019 年 2 月 衢州“一村一品”民族化包装设计与创新研究 许金友 （衢州职业技术学院，衢州 324000 ） 摘要： 目的 研究多元文化和多元消费时代背景下，衢州“一村一品”包装设计的策略和设计方法，更 好实现其品牌价值和经济效益。方法 分析“一村一品”包装设计的现状、价值和意义以及与民族化包 装的关系，明确二者之间密切的关联性、互补性和必要性。对民族化视觉元素表现、民族化包装结构设 计、民族化材料应用、民族化时尚设计表现等策略和方法进行案例分析，阐述“一村一品”包装的品牌 性、文化性、民族性、艺术性、市场性、现代性在民族化包装设计上的理论应用和实践探索，以此指导 “一村一品”包装创新设计与应用推广。结论 民族化包装创新设计是构建“一村一品”品牌的重要手 段，民族性文化特征结合现代包装设计理念是其主要表现趋势，是传承乡村文明，提升乡村形象，振兴 乡村经济的重要途径。 关键词：“一村一品”；民族化；包装设计；创新 中图分类号：TB482 文献标识码：A 文章编号： 1001-3563(2019)04-0104-07 DOI ：10.19554/j.cnki.1001-3563.2019.04.016 Design and Innovation of One Village, One Product Nationalized Packaging in Quzhou XU Jin-you (Quzhou College of Technology, Quzhou 324000, China) ABSTRACT: The work aims to study the strategy and design method of the one village and one product packaging de- sign in Quzhou under the background of multicultural and multiple consumption era, so as to better realize its brand value and economic benefit. The present situation, value and significance of the one village and one product packaging de- sign, as well as the relationship with the nationalized packaging were analyzed, and the close relationship, complementar- ity and necessity between the two were clearly defined. The case analysis was made on the strategies and methods of na- tionalized visual elements, structural design of nationalized packaging, nationalized material application and nationalized fashion design. The theoretical application and practical exploration of