从叙事角度解读品牌包装设计中的插画语言——以当代饮品包装为例  

Interpreting Illustration Language in Brand Packaging Design from a Narrative Perspective:Taking Contemporary Beverage Packaging as an Example

作　　者：刘也鸣 杜羿纬[1] LIU Yeming;DU Yiwei(School of Design and Art,The Guangzhou Academy of Fine Arts,Guangzhou,Guangdong,510261)

机构地区：[1]广州美术学院视觉艺术设计学院,广东广州510261

出　　处：《湖南包装》2024年第2期60-63,共4页

摘　　要：以“叙事”这一概念为主体简要分析了叙事与叙事学两者的不同,通过对当代茶饮品牌包装中的叙事性插画进行分析,运用案例分析法来解读品牌包装中不同类型的插画语言传递出的叙事线索,最终落脚点在叙事性的插画是为有效地传达品牌文化、品牌精神,体现在包装中则是以“物”——“人”的交互方式去传达信息这一理念。The concept of"narrative"is briefly analyzed as the main body,distinguishing between narrative and narrative studies.Through an analysis of the narrative illustrations in contemporary tea brand packaging,the entire article mainly uses the method of case analysis to interpret the narrative clues conveyed in different types of illustration languages in brand packaging.The ultimate focus is on the narrative illustrations being effectively utilized to convey brand culture and brand spirit,manifested in packaging through the concept of conveying information through the interaction between"objects"and"people".

关 键 词：叙事 插画 品牌 包装 传达 

分 类 号：TS27[轻工技术与工程—农产品加工及贮藏工程] TS206.2[轻工技术与工程—食品科学与工程]