三星堆青铜器在白酒包装中的视觉符号转译研究  

Visual Symbol Translation of Sanxingdui Bronze Wares in Liquor Packaging

作　　者：庞杰[1] 孙鸿雁 文静[3] PANG Jie;SUN Hongyan;WEN Jing(College of Art and Design,Yunnan University,Kunming 650091,China;School of Art and Media,Kunming University of Science and Technology,Kunming 650031,China;School of Design,Yunnan Arts University,Kunming 650500,China)

机构地区：[1]云南大学艺术与设计学院,昆明650091 [2]昆明理工大学艺术与传媒学院,昆明650031 [3]云南艺术学院设计学院,昆明650500

出　　处：《包装工程》2024年第16期245-254,共10页Packaging Engineering

基　　金：云南省哲社科艺术科学规划项目(A2019QZ25)。

摘　　要：目的三星堆青铜器独特的艺术形象是中国先秦文化系统中最具冲击力的视觉元素,研究三星堆青铜器视觉造型在现代设计语境下的转译路径,在巴蜀文化向当代设计转化思路上有一定的范式意义。方法通过形象特征与内涵寓意两个层面,基于三星堆青铜器视觉符号已应用在特色白酒包装上的案例,析出三星堆青铜器的文化内涵、造型特征与视觉设计之间的关联,针对符号化的当代设计表现、地域性的包装这两种设计路径进行转译,探析三星堆青铜器在白酒包装中进行视觉符号转译的具体原则与方法。结论三星堆青铜器的艺术形象兼具文化与视觉双重符号属性,其文化价值和审美理念的当代设计转化,有助于三星堆品牌文化的进一步传播与推广,对其他种类的包装及文化衍生品的设计有着直接的借鉴作用。The unique artistic image of Sanxingdui bronze wares is the most impactful visual element in China's pre-Qin cultural system.Studying the translation path of the visual styling of Sanxingdui bronze wares in the context of modern design has certain paradigm significance for the transformation of Bashu culture into contemporary design.Through the two levels of image characteristics and connotation,based on the case where the visual symbols of Sanxing-dui bronze wares had been applied to special liquor packaging,the relationship between the cultural connotation,model-ing characteristics and visual design of Sanxingdui bronze wares was analyzed.Aiming at symbolic contemporary design expressions and regional packaging,the two design paths were translated to explore the specific principles and methods of translating visual symbols of Sanxingdui bronze wares in liquor packaging.The artistic image of Sanxingdui bronze wares has both cultural and visual symbolic attributes.The contemporary design transformation of its cultural values and aes-thetic concepts will help further spread and promote the Sanxingdui brand culture,and provides direct reference for the design of other types of packaging designs and cultural derivatives.

关 键 词：视觉造型 白酒包装设计 视觉符号 转译 

分 类 号：TB482[一般工业技术—包装工程]