在地性视角下的农产品包装设计及品牌战略研究  

INVESTIGATION INTO AGRICULTURAL PACKAGING DESIGN AND BRAND STRATEGY IN THE PERSPECTIVE OF LOCALIZATION

作　　者：徐炜一 赵之昱 XU WEIYI;ZHAO ZHIYU

机构地区：[1]北京航空航天大学新媒体艺术与设计学院

出　　处：《设计》2024年第21期74-77,共4页Design

基　　金：北京航空航天大学2023年度人文社科青年骨干支持项目(KG16234801);北京市大学生创新创业训练计划项目(X202310006302)。

摘　　要：以农产品包装为研究对象,分析在地性理论介入农产品包装设计的重要性以及可行性,探究在地性理论作为指导思想在农产品包装设计中的融合机制以及应用策略。文章运用文献回顾法、问卷调查法、访谈法与个案研究法进行理论与实践相结合的研究。结合生产者与消费者对农产品包装的差异化需求及在地性理论介入艺术设计的构成框架,从在地视野、在地文化、在地空间、在地主体这4个角度出发,提炼在地性理论应用于农产品包装设计的具体策略;以泾源县土蜂蜜产品的包装构建为例进行个案研究践行应用策略,形成理论与实践的闭环。将在地性理论与农产品包装设计相融合,指导农产品包装的品牌战略、形态构建与设计表现,为农产品包装设计实践提供新思路,降低设计实践中文化符号及地域性符号使用的随意性,提升农产品品牌竞争力。This research will analyze the importance and feasibility of the intervention of localization theory in agricultural packaging design and will explore the integration mechanism and application strategy of localization theory as a guiding Principle in agricultural packaging design.This research will employ theory and practice combination method to explore including literature review,questionnaires,interviews and case study methods.This study will systematically explore the localization theory and extract the key elements of the localization theory in the art design.Based on literature review study,the author will explore the practical problems faced by the agricultural packaging nowadays,as well as propose the necessity of localization in the agricultural packaging design.Relying on observing and analyzing the localization packaging from a dynamic perspective view,which is combining the differentiated demands of producers and consumers on the agricultural packaging,the design framework of the localization theory will be proposed.The design framework has four criteria which are localization vision,localization culture,localization space,and localization subject.Finally,Taking the packaging construction of local honey products in Jingyuan County as an example,the design framework will be studied to form a closed loop of theory and practice.The theory of localization used in the packaging design of agricultural products is a worthy way to guide the brand strategy,form construction and design performance.It will provide new ideas for the design practice of agricultural products packaging,reduce the arbitrariness of the use of cultural symbols and regional symbols in design practice,as well as improve the competitiveness of agricultural products brands.

关 键 词：在地性 农产品包装设计 主体需求 品牌形象设计 城市品牌战略 

分 类 号：TB482.1[一般工业技术—包装工程]