汉字谐音在产品包装中的应用研究——以纽纽优乳品包装设计为例  

Research on the Application of Chinese Character Homophonics in Product Packaging—Taking the Packaging Design of Newyou Dairy Products as an Example

作　　者：彭恬怡 

机构地区：[1]南京林业大学艺术设计学院,江苏 南京

出　　处：《Design（汉斯）》2023年第4期2724-2731,共8页设计（汉斯）

摘　　要：目的:为寻求包装设计与汉字谐音二者交融并促的新思路,以促进包装设计从内容到形式的、由表及里的多元创新。方法:以汉字谐音为切入点,通过探讨产品包装中的汉字谐音应用形式,指导笔者设计实践,以品牌名字谐音化、产品名字谐音化、宣传文案谐音化等形式对纽纽优乳品包装进行设计实践,通过谐音文化赋予产品新活力。结果:将汉字谐音巧妙融入包装设计中,在包装结构推陈出新的同时寻求设计元素的突破,紧跟现代思潮与流行元素,有助于通过包装传递文化寓意、刺激消费、提升产品竞争力。结论:只有充分考虑汉字谐音背后所蕴含的文化内涵与产品定位,灵活调整汉字谐音使用场合与应用机制,遵循设计原则并丰富表现形式,才能更好地将汉字谐音真正渗透到包装中,展现产品的时代性与艺术性。Objective: To seek new ideas for the integration and promotion of packaging design and Chinese homophonics, in order to promote diversified innovation in packaging design from content to form, from the surface to the inside. Method: Taking Chinese homophonic characters as the starting point, this study explores the application forms of Chinese homophonic characters in product packaging, guides the author’s design practice, and applies homophonic brand names, product names, and promotional texts to design and practice the packaging of Newyou dairy products. Through homophonic culture, the product is given new vitality. Results: Cleverly integrating Chinese homophonics into packaging design, while innovating the packaging structure and seeking breakthroughs in design elements, closely following modern trends and popular elements, helps to convey cultural connotations, stimulate consumption, and enhance product competitiveness through packaging. Conclusion: Only by fully considering the cultural connotations and product positioning behind Chinese homophonics, flexibly adjusting the usage occasions and application mechanisms of Chinese homophonics, following design principles, and en-riching expression forms, can Chinese homophonics be truly integrated into packaging, show-casing the modernity and artistry of the product.

关 键 词：汉字谐音 谐音文化 产品包装 产品设计 包装设计 

分 类 号：G63[文化科学—教育学]