宗白华意境理论在酒包装设计中的应用研究  

Research on the Application of Zong Baihua’s Artistic Conception Theory in Wine Packaging Design

作　　者：成晓敏 刘瑛[1] CHENG Xiao-min;LIU Ying(School of Design and Art,Changsha University of Science and Technology,Changsha 410114,China)

机构地区：[1]长沙理工大学设计艺术学院,湖南长沙410114

出　　处：《绿色包装》2024年第6期96-100,共5页Green Packaging

基　　金：2022年度湖南省普通高等学校教学改革一般项目(传统工艺复兴背景下设计学类专业中国画教育教学改革研究HNJG-2022-0605);2022年湖南省普通高等学校学位与研究生教学改革一般项目(大思政视域下艺术设计专业硕士中国画美育探索与实践2022JGSZ067);2022年湖南省哲学社会科学基金一般项目(梅山地区传统聚落民间信仰空间研究22YBA091)。

摘　　要：在悠久的历史发展中,酒文化已然成为中国传统文化的重要组成部分,而意境是中国古典美学的核心思想,将中国传统美学理念运用于酒包装设计中,有利于打造中国酒品牌。宗白华是我国现代研究意境美学的杰出代表,他的意境创构三层次理论和艺术意境的三大特征对酒包装设计具有指导意义。本文深入探析宗白华意境创构三层次的核心内容,明确理论对应包装设计的思维步骤,通过意境三特征分析酒包装意境设计应遵循的三大原则,并以此为切入点,结合具体案例,探究设计方法。In the long history of development,wine culture has become an important part of Chinese traditional culture,and artistic conception is the core idea of Chinese classical aesthetics,the application of Chinese traditional aesthetic concept in wine packaging design,is conducive to building Chinese wine brands.Zong Baihua is an outstanding representative of modern research on artistic conception aesthetics.His three-level theory of artistic conception and the three characteristics of artistic conception have guiding significance for wine packaging design.This paper analyzes the core content of Zong Baihua’s three-level artistic conception creation,makes clear the thinking steps corresponding to the theory of packaging design,analyzes the three principles that the artistic conception design of wine packaging should follow through the three characteristics of artistic conception,and explores the design method based on specific cases.

关 键 词：宗白华 意境理论 酒包装设计 中式审美 

分 类 号：TB48[一般工业技术—包装工程]