基于客家人文特点的特产设计实践  

Specialty Design Practice Based on Hakka Cultural Characteristics

作　　者：廖若沙 郑文明[1] 郑莹妮 古璇 梁俊杰 LIAO Ruo-sha;ZHENG Wen-ming;ZHENG Ying-ni;GU Xuan;LIANG Jun-jie(Heyuan Vocational and Technical College,Heyuan 517000,China)

机构地区：[1]河源职业技术学院,广东河源517000

出　　处：《绿色包装》2024年第5期185-188,共4页Green Packaging

基　　金：2023年度河源市哲学社会科学规划项目(HYSK23P79)。

摘　　要：当下社交平台活跃度急速提高,产品传播速度和品牌风格转变速度也明显加快,而传统的、以朴实风格为主的客家特产品牌设计难以契合社交潮流审美观,众多承载客家传统文化底蕴的特产品牌逐渐失去市场竞争力。客家特产品牌竞争力,以实现客家特产品牌经济效益为目的,依托客家文化资源优势,将客家女性和娘酒等人文元素融入客家品牌设计中,增加客家特产品牌的丰富性、创新性,以期提升客家特产品牌效益。At present,with the rapid increase in the activity of social platforms,the speed of product dissemination and the speed of brand style change are also significantly accelerated,while the traditional Hakka specialty brand design with simple style is difficult to fit the social trend aesthetic,and many specialty brands bearing the traditional Hakka culture gradually lose their market competitiveness.For the purpose of achieving the economic benefits of Hakka specialty brand,relying on the advantages of Hakka cultural resources,Hakka cultural elements such as Hakka women and niang wine are integrated into Hakka brand design to increase the richness and innovation of Hakka specialty brand,with a view to improving the benefits of Hakka specialty brand.

关 键 词：客家文化 客家服饰 娘酒 客家围屋 品牌设计 

分 类 号：TB48[一般工业技术—包装工程]