基于年轻化定位的生日礼盒包装设计——以十二星座主题生日礼盒包装为例  

Birthday Gift Box Packaging Design Based on a Youth-Oriented Positioning——Taking Zodiac-Themed Birthday Gift Box Packaging as an Example

作　　者：陈嘉怡 程嘉萱 Jiayi Chen;Jiaxuan Cheng(Chen’s School of Art and Design,Jiyang College of Zhejiang A&F University,Hangzhou Zhejiang;Jiyang College of Zhejiang A&F University,Shaoxing Zhejiang)

机构地区：[1]浙江农林大学暨阳学院晨晓艺术与设计学院,浙江杭州 [2]浙江农林大学暨阳学院,浙江绍兴

出　　处：《Design（汉斯）》2024年第3期660-665,共6页设计（汉斯）

基　　金：浙江农林大学暨阳学院2023年大学生创新创业训练计划项目“基于年轻化定位的生日礼盒系列包装设计”(项目编号:JYKC2341)。

摘　　要：在当下的消费市场中,年轻一代作为消费主力军,其独特的文化偏好与个性化需求日益凸显。十二星座,这一古老而又焕发新生的文化符号,凭借其丰富的寓意、鲜明的个性特征,自然而然地成为了连接产品与年轻消费者的情感纽带。本研究旨在探讨如何在基于年轻化定位的礼盒包装设计中巧妙融入十二星座元素,通过图案、色彩及交互设计等多重维度,创造出既符合年轻人审美趣味,又能触动其心灵共鸣的包装作品。研究将深入分析星座文化与年轻群体价值观的契合点,旨在揭示星座元素如何在提升产品吸引力及深化消费者情感联结方面发挥重要作用,为礼盒包装设计领域提供新颖的设计思路。In the contemporary consumer market,where the younger generation stands as the dominant force,their unique cultural preferences and individualized needs are becoming increasingly prominent.The twelve zodiac signs,ancient yet rejuvenated cultural symbols,endowed with abundant mean-ings and distinct personality traits,naturally evolve into an emotional link that bridges brands with young consumers.This study aims to investigate how the integration of zodiac elements can be ingeniously incorporated into gift box packaging designs targeted at the youth,leveraging multiple dimensions such as color,patterns,and interactive design.The objective is to create packaging that not only aligns with young people’s aesthetic tastes but also resonates with their emotions.The research delves into analyzing the convergence points between zodiac culture and the values held by the younger demographic,aspiring to illuminate how zodiac elements can significantly en-hance product appeal and deepen emotional connections with consumers.By doing so,it seeks to provide fresh design perspectives for the gift box packaging industry,thereby invigorating the sector with innovative ideas and creative elements.

关 键 词：包装设计 年轻化 十二星座 生日礼盒 

分 类 号：G63[文化科学—教育学]