视觉传达设计专业 插画在香烟包装设计中的应用研究.docVIP

PAGE PAGE 4 内容摘要 随着控烟运动深入推进，，新一代年轻人慢慢成成为烟草消费的主力群，香烟市场出现了健康、个性消费的趋势。消费者对于香烟制品的追求也慢慢转变为对品牌与包装所展现的精神价值的追求。且国家规定不能公开宣传香烟产品，因此，香烟的包装成为了香烟企业宣传的重要载体，这对烟草企业的设计能力提出了更高的要求。 面对香烟市场呈现的局势，香烟包装的视觉设计显得格外重要。将插画融入香烟包装的设计中去，不仅能展示产品本身的文化内涵，而且能够将区域性的民族特色融入其中，获得消费者的青睐，提高消费者对于香烟企业文化的认同，使香烟企业在市场中获得先机优势。 本文以插画为切入点，通过分析现有的国内外优秀的香烟包装设计，阐述插画对香烟的包装产生的作用、优势等。从插画设计在香烟的包装中的表现来提炼插画设计应用在香烟的包装上的原则、方法，并将其融入红双喜的香烟包装设计中去，以此提高红双喜香烟产品的视觉冲击力，打动消费者的内心，并与其他品牌的香烟区分开来，树立独特的红双喜香烟品牌文化形象，提升品牌竞争力。 关键词：插画 香烟包装设计 红双喜 Abstract With the development of tobacco control campaign, a generation of young people have become the main group of tobacco consumption, and the cigarette market shows the trend of healthy consumption and individual consumption. Consumers pursuit of cigarette products has gradually changed into the pursuit of the spiritual value of brand and packaging. And the national regulations can t publicize cigarette products, so the cigarette packaging has become an important carrier of cigarette enterprise publicity, which puts forward higher requirements for the design ability of tobacco enterprises. In the face of the situation of cigarette market, the visual design of cigarette packaging is particularly important. By integrating illustration into the design of cigarette packaging, we can not only show the cultural connotation of the product itself, but also integrate the regional national characteristics into it, so as to win the favor of consumers, improve consumers recognition of cigarette corporate culture, and enable cigarette enterprises to gain the first advantage in the market. This paper takes illustration as the starting point, through the analysis of the existing excellent cigarette packaging design at home and abroad, expounds the effect and advantages of illustration on cigarette packaging. From the performance of illustration design in cigarette packaging, the principles and methods of illustration design applied in cigarette packaging are extracted and integrated into the design of