浅析中秋月饼包装设计中的主题性观念表达  

On the Expression of The Thematic Concept in The Mid Autumn Moon Cake Packaging Design

作　　者：宋梅梅[1] SONG Mei-mei(Shandong University of art and design,Shandong 250300,China)

机构地区：[1]山东工艺美术学院,山东250300

出　　处：《绿色包装》2020年第3期75-78,共4页Green Packaging

摘　　要：中秋节是我们的传统节日,中秋节吃月饼的习俗也由来已久。作为中秋传统文化传播和品牌形象推广的重要方式之一的月饼包装设计,历来是各商家非常注重的品牌形象传播策略之一。如今包装设计师积极探索新时代背景下月饼包装应被赋予的新的文化特色,其中主题性的设计表现居多,既能立足本企业的经营理念,又能以新的可行性的月饼包装新思路进行设计的案例很多。本文搜集了近几年新出现的月饼包装设计的探索案例,以主题性观念表达的设计形式为主,目的在于鼓励和探索一条可行的月饼包装设计新思路,将我们优秀的传统文化在设计探索中继续发扬光大。The Mid-Autumn festival is our traditional festival,the Mid-Autumn festival has a long tradition of eating moon cakes.As one of the important ways of Mid-Autumn festival traditional culture communication and brand image promotion,mooncake packaging design has always been one of the brand image communication strategies that merchants pay much attention to.Nowadays,packaging designers are actively exploring the new cultural characteristics that mooncake packaging should be endowed with under the background of the new era.Among them,most of the designs are themed,which can not only base on the business philosophy of the enterprise,but also design many cases with new feasible mooncake packaging ideas.This paper collects the new cases of moon cake packaging design in recent years,with the theme of the concept of the expression of the design form,the purpose is to encourage and explore a feasible new ideas of moon cake packaging design,our excellent traditional culture in the design of the exploration to continue to carry forward its glory.

关 键 词：月饼包装 主题性 包装设计 

分 类 号：TB482[一般工业技术—包装工程]