论竹包装传统文化国际化的视觉传达设计  

On Visual Communication Globalization of Traditional Culture in Bamboo Packaging

作　　者：刘立维[1] 

机构地区：[1]湖南工业大学机械工程学院,湖南株洲412007

出　　处：《包装学报》2011年第1期72-76,共5页Packaging Journal

摘　　要：汉民族竹文化传统属性根深蒂固。竹是汉民族人品、道德、修养、情操、风格和气节最常用喻体,竹包装是古人与自然和谐相处,质朴生活、勤俭节约、不事奢华观念的体现。在传统的包装文化美学思想里,竹包装材质的选择和设计理念融合了设计美学、艺术心理学、认知科学以及文字学的研究成果,人们可以很轻松地制造受众易于接受的竹包装视觉和心理认同的审美意象。包装研究不能只限于包装用材本身,而应超越材料,生成并传达出中国地方性竹包装文化的国际化取向,通过原生态竹包装凸显传统文化视觉元素,彰显原生态竹包装民族文化的国际化视觉传达新思维。采用民族文化图案纹饰、民族文化字体、民族文化色彩的视觉传达设计,以实现传统竹包装文化视觉传达设计国际化。Traditional Chinese concepts of packaging are deeply rooted in bamboo, which stands for Han people＇ s personality, morality, self-discipline, virtue, insight and uprightness and also embodies concepts such as simple, harmonious life with nature, economical and frugal living, and no luxurious spending. The traditional package theory of aesthetics combines choosing and designing of bamboo packaging materials with science of design aesthetics, design psychology, science of cognition and philology, all creating visual and psychological pictures that can be easily accepted by viewers. The research into package should surpass the restriction of materials and go to convey the idea of globalization of local culture. It is essential to upgrade visual communication elements of primitive bamboo to an international level by visual design of pictures of national characteristics, visual design of Chinese words and visual design of colors of nationality, therefore realizing the globalization of traditional bamboo cultural packaging.

关 键 词：竹包装 传统文化 国际化 视觉传达 

分 类 号：J506[艺术—艺术设计] TB482[一般工业技术—包装工程]