文化自信语境下传统节日食品包装展示特征研究  

Traditional festival food s packaging:A display design research in the context of cultural confidence

作　　者：张郁 陈磊[1] ZHANG Yu;CHEN Lei(Tsinghua University,Beijing 100084,China;Hunan University of Technology,Zhuzhou,Hunan 412000,China)

机构地区：[1]清华大学,北京100084 [2]湖南工业大学,湖南株洲412000

出　　处：《食品与机械》2023年第3期103-107,113,共6页Food and Machinery

基　　金：湖南省教育厅优秀青年项目(编号:19B151);湖南省哲学社会科学基金青年项目(编号:17YBQ040)。

摘　　要：以传统节日食品包装设计的展示性设计研究为切入点,在文化自信的语境之下探讨其展示特质与体现方式。通过对传统节日与食品包装的展示性的概念进行阐释,归纳出传统节日食品包装设计展示性的特质,最后结合实际设计案例,探索包装展示性的设计体现方式。传统节日食品包装需顺应新时代社会的审美趋势及消费的发展趋势,其展示性设计的特征可从叙事性、场景性、互动性三点出发,在展示过程中需思考包装的主题要素、叙事方式和设计策略,强调包装开启使用时场景的气氛渲染和烘托,注重消费者在开启包装过程中,对包装的视觉、触觉以及增强现实技术的互动体验,并能使消费者从包装取出产品的过程中,逐步深入了解中国传统民俗节日和习俗,增强文化自信力。Taking the display design research on traditional festival food s packaging as a point of penetration,this paper discusses about its display features and way of expression in the context of cultural confidence.At first,the paper analyses and summarizes traditional festival food packaging s current situation.Then,it concludes the display features of traditional festival food packaging s design throughout elucidating its concept.Finally,it probes into the packaging display design s expression way.Traditional festival food s packaging should comply with the tendency of today s aesthetic idea and the consumer development.The packaging s display design features could be started with its way of telling,scene being produced and interaction with consumer.In the display,packaging s theme,way of telling and design strategy should be considered.It should emphasize the atmosphere being produced when the packaging is opened,and focus on consumer s interactive experience on visual and tactile aspects and with AR technology.In opening the packaging,it should help consumer gradually understand Chinese traditional festival and customs,and thus enhance their cultural confidence.

关 键 词：传统节日食品 包装设计 文化自信 展示性 互动性 叙事性 场景性 

分 类 号：TS206.2[轻工技术与工程—食品科学]