拟态纸品包装设计的情与趣  

Feeling and Interest of Imitation Paper Packaging Design

作　　者：王淑慧[1] 程子萱 WANG Shu-hui;CHENG Zi-xuan(School of art and design,Beijing University of technology,Beijing 100029)

机构地区：[1]北京工业大学艺术设计学院,北京100029

出　　处：《绿色包装》2021年第1期60-65,共6页Green Packaging

摘　　要：“包装设计”是社会市场经济发展的产物,随着社会物质程度和精神层次条件的改善,人们的消费理念也随之转变,审美趣味也在不断提高,所以包装设计趣味性的提升也成为重点。如今的包装不再是单纯的包裹商品的方式,而是既要具有丰富的文化内涵又能体现时代的审美特征,以此来满足人们高层次的审美需求和精神需求。拟态是指在包装形态设计上模拟自然界动植物以及人物造型的手法,通过几何化简洁概况的造型处理,使包装形态更具形象力、生动性和吸引力,同时又不失结构的合理性,从而拉近了人与自然界的关系,拉近消费者与商品的关系,缩短消费者与企业间的距离感,增加产品包装设计的内在信息传达。它既要兼顾视觉功能又要满足实用功能,帮助企业提升销售份额,增加商品的附加值。本文通过详细的实践案例,阐述了对学生进行创造性思维训练,巧妙激发其好奇心,帮助其提出问题并解决问题,从发现到创造,激发出学生无限可能的过程及方法。“Packaging design”is the product of the development of social market economy.With the improvement of social material level and spiritual level,people’s consumption concept is also changing,and the aesthetic taste is also improving,so the improvement of packaging design interest has become the focus.Today’s packaging is no longer a simple way to package goods,but to have a rich cultural connotation and reflect the aesthetic characteristics of the times,in order to meet people’s high-level aesthetic needs and spiritual needs.Mimicry refers to the way to simulate the natural animals,plants and characters in the design of packaging form.Through the geometric and concise modeling,the packaging form can be more vivid,vivid and attractive,without losing the rationality of the structure,so as to shorten the relationship between human and nature,the relationship between consumers and commodities,and shorten the sense of distance between consumers and enterprises,Increased the transmission of internal information of product packaging design.It should not only give consideration to the visual function,but also meet the practical function,help enterprises increase sales share and increase the added value of goods.Through detailed practical cases,this paper expounds the process and methods of training students’creative thinking,stimulating their curiosity,asking questions and solving problems,and stimulating students’infinite possibilities from discovery to creation.

关 键 词：包装设计 拟态 情感传递 趣味性 特殊形态 

分 类 号：TB482[一般工业技术—包装工程]