文化转译视角下粤剧脸谱艺术在茶饮品牌中的设计应用  

Design Application of Cantonese Opera Facial Makeup Art in Tea Beverage Brands from the Perspective of Cultural Translation

作　　者：徐洁婷 胡强 熊强 XU Jieting;HU Qiang;XIONG Qiang(He Xiangning School of Art and Design,Zhongkai College of Agricultural Engineering,Guangzhou,Guangdong,510220)

机构地区：[1]仲恺农业工程学院何香凝艺术设计学院,广东广州510220

出　　处：《湖南包装》2025年第2期36-39,共4页

基　　金：教育部协同育人项目(22090619521573);广东省教育科学规划课题(2023GXJK315);广东省教育科学规划项目(2023GXJK315)。

摘　　要：旨在探索粤剧脸谱艺术在茶饮品牌中的设计创新应用,以解决粤剧文创同质化和缺乏非物质文化内涵等问题。借助茶饮文化打造新的传播方式,促进地域文化融合传播。首先阐释了粤剧脸谱的特点和发展现状,再从文化转译视角下对粤剧脸谱进行设计分层转译,包括物质层、行为层和精神层。基于设计符号学转译模型,提出了粤剧脸谱视觉化、包装色彩年轻化、情感意象共鸣化和空间装饰肌理化等具体的设计路径。通过设计实践验证了粤剧脸谱艺术在茶饮品牌设计中的方法可行性,对非遗融入品牌设计提供了新的思路,促进了民族地区的文化创意产业和传播事业发展。This study aims to explore the innovative design application of Cantonese opera facial makeup art in tea beverage brands,in order to address issues such as the homogenization of Cantonese opera cultural and creative products and the lack of intangible cultural connotation.By leveraging the tea culture,a new mode of communication is created to promote the integration and dissemination of regional culture.The paper first explains the characteristics and current development of Cantonese opera facial makeup,and then conducts layered design translation of the facial makeup from the perspective of cultural translation,including the material layer,behavioral layer,and spiritual layer.Based on the design semiotics translation model,specific design paths such as visualization of Cantonese opera facial makeup,youthful packaging colors,emotional imagery resonance,and spatial decoration texturization are proposed.Through design practice,the feasibility of the methods of applying Cantonese opera facial makeup art in tea beverage brand design is verified,providing new ideas for integrating intangible cultural heritage into brand design,and promoting the developm ent of cultural and creative industries and communication in ethnic regions.

关 键 词：粤剧脸谱艺术 文化转译 茶饮品牌 设计 应用 

分 类 号：TS971[轻工技术与工程]