“朴素”美学视域下农产品包装设计策略探究  

Research on the Strategy of Agricultural Product Packaging Design from the Perspective of"Simplicity"Aesthetics

作　　者：杨鑫 YANG Xin(Huainan Normal University,Huainan Anhui 232038)

机构地区：[1]淮南师范学院,安徽淮南232038

出　　处：《山东农业工程学院学报》2023年第3期106-113,共8页The Journal of Shandong Agriculture and Engineering University

基　　金：安徽教育厅人文社科重点项目“寿县楚文化资源与产品创新设计研究”(SK2021A0547)成果。

摘　　要：在大众审美情趣和文化素养的逐步提升下,越来越多的消费者开始重视起包装设计的美学体现。通常包装设计得越符合审美需求,就越能刺激消费者的购买欲望。相较于其他产品包装,农产品的包装设计更加严格,因为它对环保和健康都有着特殊要求。但是当前有些农产品包装在设计时因为过于强调外观创意而忽视了农产品本身的生态与自然属性,导致难以达到消费者对绿色、健康农产品的购买需求。对此,“朴素”美学设计理念被提出,更有利于还原农产品本身的淳朴和自然性,满足消费者需求。基于此,从农产品包装的基本价值和当前设计存在的一些问题着手,探究了朴素美对于农产品包装设计的价值和实际应用原则,并提出了外观表达和情感表达两方面的设计策略。With the gradual improvement of the public's aesthetic taste and cultural accomplishment,more and more consumers begin to attach importance to the aesthetic embodiment of packaging design.Usually,the more the packaging design meets the aesthetic needs,the more it can stimulate consumers'desire to buy.Compared with other product packaging,the packaging design of agricultural products is more strict,because it has special requirements for environmental protection and health.However,at present,some agricultural product packaging design overemphasizes the appearance creativity and ignores the ecological and natural attributes of agricultural products,which makes it difficult to meet consumers'purchase demand for green and healthy agricultural products.In this regard,the"simple"aesthetic design concept was proposed,which is more conducive to restoring the simplicity and naturalness of agricultural products and meeting consumer needs.Based on this,starting from the basic value of agricultural product packaging and some problems existing in the current design,this paper probes into the value and practical application principle of plain beauty for agricultural product packaging design,and puts forward two design strategies of appearance expression and emotion expression.

关 键 词：朴素美学 农产品包装设计 外观设计 情感表达 

分 类 号：J525[艺术—艺术设计]