以“铜”为媒:地域文化赋能铜陵白姜包装设计研究  

Using"Copper"as a Medium:Regional Culture Empowers the Research on the Packaging Design of Tongling White Ginger

作　　者：徐晗 章瑞 XU Han;ZHANG Rui(School of Literature Arts and Media,Tongling University,Tongling Anhui 244061,China)

机构地区：[1]铜陵学院文学与艺术传媒学院,安徽铜陵244061

出　　处：《铜陵学院学报》2024年第6期8-12,共5页Journal of Tongling University

基　　金：安徽省哲学社会科学规划项目“安徽地方形象建构与传播策略研究”(AHSKYQ2023D040);安徽省社会科学创新发展研究课题“基于文化基因理论的徽文化传播机制与赋能创新路径研究”(2023CX142)。

摘　　要：在当今市场竞争日益激烈的背景下,产品的包装设计对于..提升市场竞争力具有至关重要的作用。作为铜陵地区的特产,铜陵白姜因其独特品质和悠久历史备受赞誉。然而,当前铜陵白姜包装设计存在地域文化体现不足、设计风格缺乏创新、包装材料单一等问题,严重影响其市场竞争力。在文化元素方面,要深入挖掘铜文化元素,利用铜陵丰富文化资源设计独特图案与元素,强化品牌区分度;在创新设计手法上,可将铜陵地域文化符号以插画形式融入图案设计,依据铜陵特色确定色彩搭配及运用特色文字等;在包装形式方面,采用多样化环保材料、多功能包装与注重用户体验。In the context of increasingly fierce market competition,the packaging design of products plays a vital role in enhancing market competitiveness.As a specialty of Tongling,Tongling White Ginger is highly praised for its unique quality and long history.However,the current packaging design of Tongling white ginger has problems such as insufficient regional culture,lack of innovation in design style,and single packaging materials,which seriously affect its market competitiveness.In terms of cultural elements,it is necessary to deeply explore the copper cultural elements,use the rich cultural resources of Tongling to design unique patterns and elements,and strengthen brand differentiation.In terms of innovative design techniques,the regional cultural symbols of Tongling can be integrated into the pattern design in the form of illustrations,and the color matching and characteristic text can be determined according to the characteristics of Tongling.In terms of packaging forms,it is suggested to adopt environmentally friendly materials,use multi-functional packaging and pay attention to user experience.

关 键 词：地域文化 铜陵白姜 铜文化 包装设计 

分 类 号：J524.2[艺术—艺术设计]