上海百雀羚包装设计叙事语言的建构  

The Construction of Narrative Language in the Packaging Design of Shanghai Pechoin

作　　者：张容 王平 ZHANG Rong;WANG Ping(School of fine arts and design,Hunan Institute of technology,Yueyang,Hunan,414000)

机构地区：[1]湖南理工学院美术与设计学院,湖南岳阳414000

出　　处：《湖南包装》2025年第2期129-131,139,共4页

摘　　要：上海百雀羚作为中国近代本土最早的化妆品企业之一,至今已有90余年的发展历程。该研究运用叙事设计理论对百雀羚不同时期代表性的包装设计案例进行色彩、图形、文字与形制等设计表达语言的分析,梳理与概括百雀羚包装设计中叙事语言的表达与创新模式,建构其包装设计叙事语言,为推进自主品牌包装设计的发展起到积极作用。As one of the earliest local cosmetics companies in modern China,Shanghai Pechoin has a development history of over 90 years.This study employs narrative design theory to analyze the design expression languages such as color,graphics,text,and form in the representative packaging design cases of Pechoin from different periods.It sorts out and summarizes the expression and innovation patterns of narrative language in Pechoin’s packaging design,constructs its packaging design narrative language,and plays a positive role in promoting the development of self-owned brand packaging design.

关 键 词：百雀羚 包装设计 叙事语言建构 

分 类 号：TB482[一般工业技术—包装工程]