作　　者： (朱和平）;

机构地区： 湖南工业大学包装设计艺术学院,湖南株洲412007

出　　处： 《包装学报》 2017年第2期74-78,共5页

摘　　要： 土特产有别于一般的工业产品,其包装设计除了要满足包装的基础功能以外,必须彰显土特产的特性,即地域性和文化性。因此,在包装设计的内容上要突出土特产品质的独特性和土特产背后的文化性。在此基础上,按照合适的步骤,对土特产进行包装设计:在表现形式上,要注意图形元素的选择及其符号化;包装装潢中的文字应遵循宜简的原则,尽可能以图说话;包装装潢的色彩设计应符合色彩视知觉原理和旨在通过色彩突出产品特性与增强视觉冲击力的原则。 Local specialty is different from general industrial products in that its packaging design should not only meet the basic packaging functions,but also manifest the characteristics of local specialty,i.e.,regionalism and culture.The content of the packaging design should highlight the uniqueness of the local specialty quality and the cultural implication of local products.Local specialty packaging should be designed on this basis by following appropriate steps.In regard to expressive forms,it is necessary to pay attention to the selection of graphic elements and their symbolization.The text in the packaging decoration should follow the principle of conciseness,and express through pictures as much as possible.The color design of packaging decoration should conform to the color visual perception principle and be aimed at protruding the characteristics of products and enhancing the visual impact.

关 键 词： 土特产包装 地域文化 设计要领