故事性元素在包装设计中的融合与创新  

Integration and Innovation of Story Elements in Packaging Design

作　　者：马建英[1] MA Jian-ying(Taiyuan College,Taiyuan 030032,China)

机构地区：[1]太原学院,太原030032

出　　处：《包装工程》2023年第14期323-326,共4页Packaging Engineering

基　　金：2022年度山西省艺术科学规划课题(22BA156)。

摘　　要：目的 探索包装设计中的故事性元素所呈现的特征及融合创新的有效策略。方法 受当前消费环境的影响,产品包装开始越来越强调一种意境,以增强艺术性和感染力,满足消费者的情感诉求。对包装设计的这一趋势进行分析,并对包装设计的视觉效果和情感表现进行重点关注,引出故事性元素与包装设计融合创新的几方面优势;对故事与故事性设计的具体内涵进行分析,并从整体视角审视其融于包装设计的可行性;基于这一基础,提出了故事性元素在多元形式、多元叙事和多元互动三方面的创新实践路径,论证故事性元素在包装精神厚度上所存在的价值与现实意义。结论 故事性元素是包装设计的一种心理引线,既可以促就与众不同的包装风格,又可以在视觉层面展现产品的深层内涵与价值,促成包装与消费者的情感交流,激发消费者的购买欲望。The work aims to explore the features of story elements in packaging design and the effective strategies of integrated innovation.Affected by the general trend of the current consumption environment,the artistic conception is more and more emphasized in product packaging to enhance artistic quality and appeal,to meet the emotional demands of consumers.In this work,this trend of packaging design was analyzed.Visual effects and emotional expression of packaging design were focused to lead to the narrative element with a few aspects of packaging design integration innovation superiority;then the story and the concrete connotation of the narrative design were analyzed,and the feasibility of packaging design was reviewed from an overall perspective.Finally,on this basis,innovative practice paths of story elements were put forward in three aspects:multiple forms,multiple narratives and multiple interactions.The value and the practical significance of story elements in spiritual thickness of packaging were demonstrated.Story element is a psychological lead for packaging design,which can not only promote the distinctive packaging style,but also show the deep connotation and value of products in the visual level,promote the emotional communication between packaging and consumers,and stimulate consumers' desire to buy.

关 键 词：故事性 包装设计 叙事 

分 类 号：TB472[一般工业技术—工业设计]