旅游商品包装设计的叙事性建构  

The Narrative Construction of Tourism Product Packaging Design

作　　者：吴鑫[1] 廖良琰 WU Xin;LIAO Liang-yan(Xiamen University,Xiamen 361000,China)

机构地区：[1]厦门大学,厦门361000

出　　处：《包装工程》2021年第16期226-230,共5页Packaging Engineering

摘　　要：目的为叙事性设计在旅游商品包装设计中的应用探寻系统的方法论方法通过文献、书籍等资料的整理,以及对市场现状的实际调查,借由叙事性设计在包装中的应用现状,以文化、符号与情感的交织关系为基础,围绕地域文化的提取与转译,进行旅游商品包装的叙事性设计具体方法的探讨。结论随着“文旅融合”的旅游发展趋势,以及旅游商品对自身品牌化转型的诉求,人们在旅游时也开始逐渐增加对文化旅游的消费支出。为了更好地满足旅游市场的需求,借助叙事性设计的研究成果,结合旅游商品本身的特质,以此来实现旅游商品包装的叙事性建构,同时改善旅游商品的包装设计,从内涵及美学角度提升旅游商品包装的设计感,赋予旅游商品包装更深厚的附加值,从而增强旅游商品包装促销功能的发挥,使旅游商品更易受到旅游消费者的喜爱,最终达到提升旅游商品自身在旅游商品市场竞争力的目的。The purpose of this paper is to search systematic methodology for the application of narrative design in packaging design of tourism commodities.Through the collation of literature and other materials and the actual investigation of the current market situation,the current status of the application of narrative design in packaging,discussion on the specific methods of narrative design of commodity packaging is carried out based on the intertwined relationship of culture,symbols and emotions,travels around the extraction and translation of regional cultures.With the development trend of“civilization and tourism integration”and the demand for tourism products for their own brand transformation,people also gradually increase their consumption expenditures on cultural tourism while traveling.In order to better meet the needs of the tourism market,the research results of narrative design and the characteristics of the tourism product itself is used to achieve the narrative construction of tourism product packaging,and improve the packaging design of tourism products.The design sense of tourism product packaging is enhanced from the perspective of connotation and aesthetics,and tourism product packaging is given a deeper added value,thereby enhancing the promotion function of tourism product packaging,making tourism products more susceptible to tourism consumers,and ultimately achieving the purpose of improving tourism products themselves in the tourism product market competition.

关 键 词：旅游商品 包装设计 叙事性设计 

分 类 号：J524.2[艺术—艺术设计]