陌生化视角下插画在包装设计中的应用  

The Application of Illustration in Packaging Design from the Perspective of Defamiliarization

作　　者：周盛 张帆[1] ZHOU Sheng;ZHANG Fan(Shanghai JIiao Tong University,Shanghai 200240,China)

机构地区：[1]上海交通大学,上海200240

出　　处：《包装工程》2021年第16期307-313,共7页Packaging Engineering

摘　　要：目的分析陌生化理论在包装插画设计中的重要意义及应用策略。方法从心理学和修辞学的角度探讨陌生化理论的意义,剖析陌生化理论视角下,插画在包装设计中的作用。用案例分析的方法,分别从绘画内容、画面视角、作画材质、表现形式等方面探讨陌生化手法在包装插画设计中的应用策略,然后对包装插画设计陌生化的应用方法进行总体性探讨,指出应用时要注意的细节,为设计人员理清一套提升包装设计新奇性、趣味性和独创性的设计思路并对包装插画设计的未来方向做出指引。结论陌生化作为一种艺术手法具有高度的启发性,将陌生化的理论结合到包装插画设计中,为设计工作人员提供了新的设计思路,也使包装插画设计的艺术价值和独创性得到提升。It analyzes the significance and application strategy of defamiliarization theory in packaging illustration design.Firstly,it explores the significance of the theory of defamiliarization from the angle of psychology and rhetoric.Secondly,it analyzes the role of defamiliarization perspective illustration in packaging design.Thirdly,with the method of case analysis,it discusses the application methods and cases of defamiliarization technique in packaging illustration design from the aspects of painting content,perspective,material,and expression form.Then,it makes a general discussion on the application methods of packaging illustration design and points out the details which should be paid attention to in the application.It sorts out a set of design ideas to enhance the novelty,fun,and originality of the packaging design and to make a guide to the future direction of packaging illustration design.Defamiliarization,as an artistic technique,is highly enlightening.Combining the theory of defamiliarization into the design of packaging illustration provides designers with a new design idea,so as to enhance the artistic value of packaging illustration design.

关 键 词：陌生化 俄国形式主义 插画设计 包装设计 

分 类 号：TB482[一般工业技术—包装工程]