中国书画在包装设计中的应用研究

发布时间：2018-02-15 06:56

本文关键词： 中国书画包装设计创新应用以人为本　出处：《陕西科技大学》2013年硕士论文　论文类型：学位论文

【摘要】：为了适应市场需要，人们对产品质量要求不断地提高，同时要求产品拥有赏心悦目的外观，要求包装设计起到了传递信息、促进商品销售的作用。中国的书画艺术作为一种传统的优秀文化，其水平和内涵随着时间的推移不断地提高。不论是古代人、现代人还是未来的人类，对中国书画艺术都有割不断的情缘。充分利用中国书画的魅力，发挥其在包装设计中的作用，也成为了现代设计师在设计中追求的共同目标。通过市场调研发现，中国书画作为中国特有的一种传统艺术，已经被广泛地应用于人们生活密切相关的食品包装、日用品包装以及其它包装设计当中。中国书画在这些包装设计中的应用存在着不少的问题。如形式单调、书画运用水平偏低、与其它艺术元素结合不当、风格不和谐、构图不和谐以及与其它元素造成视觉传达元素的混乱搭配等。针对这些问题，作者根据时代对中国书画包装设计的需求，探究并解决中国书画包装设计发展的瓶颈问题，，最终研究出中国书画应用于包装设计的科学可行的有效途径。本文从中国书画与包装装潢设计的关系、以及运用于包装设计中的中国书画元素分析、中国书画应用于包装设计的实践环节及其艺术构成法则、中国书画在包装设计中的创新型应用途径等四个主要方面进行研究，再结合具体的设计实践,总结出比较科学有效、具有规律性的中国书画应用于包装设计中的设计方法，将其有效地应用于现代包装设计实践之中，让更新颖、赋有寓意和易于传播的中国书画艺术形式服务于企业，帮助企业构建良好的包装装潢品牌形象，体现其深厚的企业文化。论文的第一部分首先阐述中国书画与包装装潢设计有密切联系的相关信息，详细介绍了中国书画的基本原理、艺术特点及其发展现状及中国书画应用于包装设计的前提和条件。论文的第二部分对运用于包装设计中的中国书画元素进行分析，主要从中国书画元素的笔墨、线条、赋色、构图及中国书画风格在包装设计中的应用进行分析。中国书画的笔墨之柔美、线条之品位、赋色之典雅、构图之气势在提升包装设计品位，增强包装艺术感染力方面起到重要作用。将中国书画元素运用于现代包装设计之中，体现民族文化特色，将中国传统文化影响力发扬光大，同时也给受众带来了精神上的享受。论文的第三部分论述的是中国书画应用于包装设计的实践环节及其艺术构成法则。分别从定位、创意、设计、完善四个环节进行分析。针对现代包装设计中的品牌定位、产品定位及消费者定位的原则，分析中国书画应用于包装的创意与设计形式上的联系，依循形式美构成法则来进行设计，总结出中国书画在包装设计中的应用具有规律性、可行性的研究结论，使应用书画艺术的包装设计作品能够符合国际市场的要求。论文的第四部分为中国书画在包装设计中的创新型应用途径。设计师在进行包装设计时，要遵循包装设计的发展趋势。1、运用人性、广博、科学、艺术、系统的设计因素进行符合人机工程学的包装装潢设计。坚持以人为本的设计理念为消费者服务、进行商品的人性化设计。2、包装设计要体现时代的科技、信息风格，与企业文化的有机结合，将民族化包装与国际化包装相结合。通过深入研究中国书画应用于包装设计中的规律性，探索中国书画包装设计发展的趋向性，让这种独有的艺术形式更好地运用于包装设计当中，以创造出融入时代精神，创造出具有中国风格和神韵的包装设计作品。这既加快了文化产业发展的速度，又推动了文化产业成为国民经济性支柱产业，顺应了中国书画在包装设计应用中的发展趋势。
[Abstract]:In order to adapt to the needs of the market, people on the quality of products and constantly improve, also requires the product has a pleasing appearance, packaging design requirements to transmit information, promote the sale of goods. As a kind of excellent traditional culture China of painting and calligraphy art, the level and content with time increasing. Whether it is ancient, modern or future human beings, have cut and torn to Chinese. Make full use of Chinese painting and calligraphy painting and calligraphy art charm, to play its role in packaging design, has become a common goal in the pursuit of modern designers in the design.
Through market research found that Chinese painting as a Chinese unique traditional art, has been widely used in people's lives are closely related to food packaging, daily necessities packaging and other packaging design. The application in these China painting and calligraphy in packaging design there is less of a problem. If the form is monotonous, and the level is low. And other artistic elements with improper style is not harmonious, the composition is not harmonious and other elements caused by visual elements of chaos collocation. To solve these problems, the author according to the age of Chinese and packaging design needs to explore and solve the bottleneck problem of packaging design development Chinese painting, eventually developed Chinese painting used in packaging design the scientific and feasible ways.
In this paper, from the relationship between calligraphy and packaging design China, analysis and applied to the packaging design of Chinese painting elements, practice and art of calligraphy and painting Chinese used in the packaging design of the law, China calligraphy in packaging design and innovative application aspects of the four main aspects of the research, combined with the specific design practices. We summed up a more scientific and effective design method with regularity China painting used in the packaging design of the effective application in the modern packaging design practice, make more innovative, endowed with meaning and easy to spread China painting and calligraphy art form of service to the enterprise, to help companies build packaging good brand image, reflects its a strong corporate culture. The first part of the thesis firstly states the related information is closely related to China calligraphy and packaging design, introduces the China painting and calligraphy The basic principle, premise and condition of artistic features and development status and China painting used in packaging design. The second part of the analysis used in the packaging design Chinese painting elements, mainly from the Chinese painting elements of the text, line, color, composition and application of Chinese painting and calligraphy style in packaging design Chinese. Ink painting mellow, lines of taste, color elegance, composition of momentum in packaging design to enhance quality, enhance the artistic appeal of packaging plays an important role. Chinese painting elements used in modern packaging design, embodies the characteristics of national culture, the traditional culture influence Chinese carry forward, but also bring the spirit of enjoyment to the audience. The third part discusses the practice and the art of calligraphy and painting Chinese used in packaging design of the law. From the location, Creative design, improve the four aspects of the analysis. According to the brand positioning in modern packaging design, product positioning and consumer positioning principle, analysis and design of Chinese painting creative form used in the packaging on the link, follow the laws of the formal beauty of the design, summed up the rules of application of Chinese calligraphy in packaging design the conclusions of the feasibility study, the packaging design works of painting and calligraphy art application can meet the requirements of the international market. The fourth part of the thesis is innovative ways of application China calligraphy in packaging design.
Designers in the packaging design,.1, to follow the development trend of packaging design in the use of human knowledge, science, art, design, factors system for packaging decoration design ergonomic design. Adhere to the people-oriented concept of service to consumers, humanization design of.2 products and packaging design to reflect the era of information technology. Style, combined with the enterprise culture, the nationalization and internationalization of packaging packaging combination. Through in-depth study of the regularity of Chinese painting used in packaging design and packaging design development trend explore China painting, better let this unique art form used in packaging design, into the spirit of the times to create. Create packaging design works with Chinese style and charm. It can accelerate the development of cultural industry and speed, to promote the cultural industry as the national economy The pillar industry conforms to the development trend of Chinese painting and calligraphy in the application of packaging design.

【学位授予单位】：陕西科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J524.2;J212

【参考文献】