叙事插图情感表达在包装视觉传达中的应用——以沪语童谣插图为例  

APPLICATION OF NARRATIVE ILLUSTRATION EMOTIONAL EXPRESSION IN PACKAGING VISUAL COMMUNICATION——TAKE SHANGHAI NURSERY RHYME ILLUSTRATIONS AS AN EXAMPLE

作　　者：袁乐曦 刘虹[1] 张晴 程瑶瑶 梁舒寒 YUAN LEXI;LIU HONG;ZHANG QING

机构地区：[1]上海理工大学出版印刷与艺术设计学院

出　　处：《设计》2022年第5期58-60,共3页Design

基　　金：上海理工大学2021年校级“大学生创新创业训练计划”项目从童谣里看老上海民俗文化及其视觉创意呈现(编号:XJ2021432);2019年度上海市艺术科学规划基金项目“基于解决多元化受众群体感知障碍的上海包装设计研究”(批准号:YB2019F05)。

摘　　要：在现代包装设计洪流中,叙事性插画因其独一无二的剧情内容以及富有人物情感化的场景描绘得到广泛应用。立足上海旅游产品以沪语童谣插图为例进行包装外观和结构的创新性设计。通过调研得到上海旅游产品消费者的数据资料,了解旅游产品包装目前存在的问题并进行分析。以童谣中包含的老上海传统元素和市井生活为切入点,从消费者的角度颠覆传统包装设计思维,将老城元素与新城元素进行重新结合,设计出同时满足消费者情感需求与品牌形象诉求的包装设计。最后说明此设计风格和艺术特点如何满足消费者对包装的情感化需求。In the torrent of modern packaging design,narrative illustrations are widely used because of their unique plot content and emotional scene depictions. Based on Shanghai tourism products,the innovative design of packaging appearance and structure is carried out by taking Shanghai language nursery rhyme illustrations as an example. Through the survey,the data of Shanghai tourism commodity consumers are obtained,and the current problems in tourism commodity packaging are understood and analyzed. Taking the traditional elements of old Shanghai and city life contained in nursery rhymes as the starting point,subverting the traditional packaging design thinking from the perspective of consumers,recombining the elements of the old city with the elements of the new city,and designing a design that satisfies consumers’ emotional needs and brand image demands at the same time packaging design. Finally,it explains how this design style and artistic features meet consumers’ emotional needs for packaging.

关 键 词：叙事性插画 视觉语言 情感表达 沪语童谣 包装设计 

分 类 号：TB482[一般工业技术—包装工程]