基于文化记忆视角的万溪宝珠梨产品包装设计研究  

RESEARCH ON PRODUCT PACKAGING DESIGN OF WANXI BAOZHU PEAR FROM THE PERSPECTIVE OF CULTURAL MEMORY

作　　者：王蕾 邢文姬 WANG LEI;XING WENJI

机构地区：[1]云南艺术学院设计学院

出　　处：《设计》2022年第15期28-31,共4页Design

基　　金：2022年云南艺术学院设计学院科研基金项目《基于文化记忆理论的万溪冲村文化传承困境与重构策略研究》研究成果(项目编号:SJHY202209)。

摘　　要：通过富有文化内涵的乡村特色农产品品牌化构建,将文化记忆元素应用于农产品包装设计,以此提升农产品的地域文化价值。基于文化记忆视角,分析农产品品牌文化内涵缺失现状,提出农产品包装设计策略。以万溪宝珠梨产品为例,结合乡村地域文化背景提取相关文化记忆元素,借助图形与色彩分析方法建立文化记忆元素数据库,并通过元素符号转换对农产品包装进行更新设计,最终建构起农产品品牌的文化形象。该设计研究可为增加农产品附加值,传达乡村在地文化提供一定借鉴。Through the branding construction of rural agricultural products with cultural connotation,the cultural memory elements are applied to the packaging design of agricultural products,so as to enhance the regional cultural value of agricultural products. Based on the perspective of cultural memory,this paper analyzes the current situation of lack of cultural connotation of agricultural products brand,and puts forward the design strategy of agricultural products packaging. Taking Wanxi Baozhu pear product as an example,relevant cultural memory elements are extracted based on the rural regional cultural background,and the database of cultural memory elements is established with the help of graphics and color analysis methods. Moreover,the packaging of agricultural products is updated and designed through the transformation of element symbols,and finally the cultural image of agricultural products brand is constructed. The design and research can be used for reference to increase the added value of agricultural products and convey rural culture.

关 键 词：文化记忆 品牌文化 万溪宝珠梨 文化元素 包装设计 

分 类 号：TB482[一般工业技术—包装工程]