乡村振兴背景下强化特色农产品包装设计生态之美研究  

Study on Strengthening the Ecological Beauty of Packaging Design of Characteristic Agricultural Products Under the Background of Rural Revitalization

作　　者：马雪寒 韩雪 MA Xue-han;HAN Xue(Hunan University of Technology,Zhuzhou 412007,China;Xuzhou Vocational College of Industrial Technology,Xuzhou 221140,China)

机构地区：[1]湖南工业大学,湖南株洲412007 [2]徐州工业职业技术学院,江苏徐州221140

出　　处：《绿色包装》2023年第10期143-146,共4页Green Packaging

基　　金：湖南省社科基金项目(湖南农产品品牌与绿色包装设计研究22JD042);湖南省研究生科研创新项目(安全视域下多维技术赋能易腐水果包装创新设计研究CX20231113)。

摘　　要：党的二十大报告提出要坚持人与自然和谐共生,全面推进乡村振兴,发展乡村特色产业,拓宽农民增收致富渠道。农产品作为农村主要的销售产品,其在促进当地农村经济发展、弘扬当地文化等方面起着重要的作用。但目前的农产品包装设计存在着品牌形象塑造不强、地域文化弘扬不够、生态设计理念运用不足等问题。强化特色农产品包装设计的生态之美,需要进一步挖掘地方特色产品,打造地域农产品品牌形象;要注重聚焦地域特色文化,提炼符号元素融入包装设计;要善于从结构、材料和视觉入手,多维度契合生态理念。The report of the 20th National Congress of the Communist Party of China proposed to uphold the harmonious coexistence of man and nature,comprehensively promote rural revitalization,develop industries with rural characteristics,and expand the channels for farmers to increase their income and get rich.As the main sales products in rural areas,agricultural products play an important role in promoting the development of local rural economy and carrying forward local culture.However,there are some problems in the packaging design of agricultural products,such as weak brand image building,insufficient promotion of regional culture and insufficient application of ecological design concept.To strengthen the ecological beauty of packaging design of characteristic agricultural products,it is necessary to further explore the local characteristic products and build the brand image of regional agricultural products.It is necessary to focus on regional characteristic culture and extract symbolic elements into packaging design;We should be good at starting from the structure,materials and vision,and fit the ecological concept in multiple dimensions.

关 键 词：乡村振兴 特色农产品 包装设计 生态之美 

分 类 号：TB482[一般工业技术—包装工程]