海派文化视域下包装插图设计与视觉传播  

Design and Visual Communication of Packaging Illustrations in the Perspective of Shanghai-style Culture

作　　者：刘虹[1] LIU Hong(University of Shanghai for Science and Technology,200093 Shanghai)

机构地区：[1]上海理工大学出版印刷与艺术设计学院,上海200093

出　　处：《设计艺术研究》2021年第6期68-70,86,共4页Design Research

基　　金：2019年度上海市艺术科学规划基金项目(YB2019F05)。

摘　　要：随着近年来涌入的"国潮风",拥有海派背景的上海老字号品牌依靠独特的地域文化特色也强势回归,上海以《上海品牌评价通用要求》中的"上海品牌"认证为契机,持续促进"上海品牌"建设,这对上海设计产业发展和上海品牌塑造有重大意义,包装作为商品的载体,是设计中重要的一环,包装同时也是信息传达的媒介,比广告媒体更直接、更有效,需要与时代接轨进行设计创新,融入海派文化特色的包装插图设计在上海国际化大都市品牌形象战略中具有重要的现实意义。With the influx of the"national trend"in recent years,the old Shanghai brands with a naval background rely on the unique regional cultural characteristics also returned strongly.The city takes the"Shanghai brand evaluation of the general requirements"in the"Shanghai brand"certification as an opportunity to continuously promote Shanghai’s design industry and brand.As a carrier of goods,packaging is an important part of design,and packaging is also a medium for conveying information,which is more direct and effective than advertising media.Illustration design is of great relevance in the brand image strategy of Shanghai international metropolis.

关 键 词：海派文化 地域美学 插图设计 视觉传播 包装 

分 类 号：J5[艺术—艺术设计]