美术欣赏视角下的数字化包装设计实践与探索  

Practice and Exploration of Digital Packaging Design from the Perspective of Art Appreciation

作　　者：吴萍[1] WU Ping(School of Art and Design,Yangtze Vocational University,Wuhan 430000,China)

机构地区：[1]长江职业学院艺术设计学院,湖北武汉430000

出　　处：《绿色包装》2025年第3期119-122,共4页Green Packaging

摘　　要：本文研究目的不仅在于丰富包装设计的理论内涵,更在于通过实践探索,提升数字化包装设计的艺术性和实用性,以满足现代消费者对美的追求与产品功能性的需求。研究发现,美术欣赏能有效增强包装的视觉冲击力和审美价值,运用色彩、图形等美术元素能打造出富有艺术气息的包装,显著提升品牌形象和消费者购买意愿。美术欣赏视角下的数字化包装设计具有重要的理论与实践价值,可推动包装设计向更高层次的艺术化、个性化方向发展。The purpose of this study is not only to enrich the theoretical connotation of packaging design,but also to enhance the artistry and practicality of digital packaging design through practical exploration,so as to meet the needs of modern consumers for the pursuit of beauty and product functionality.The study found that art appreciation can effectively enhance the visual impact and aesthetic value of packaging,the use of color,graphics and other art elements can create a rich artistic flavor of packaging,significantly enhance the brand image and consumer purchase intention.The digital packaging design from the perspective of art appreciation has important theoretical and practical value,which can promote the development of packaging design to a higher level of art and personalized direction.

关 键 词：美术欣赏 数字化 包装设计 美术元素 品牌形象 

分 类 号：TB48[一般工业技术—包装工程]