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在包装设计中是通过图形的类比以及符号的适义性这两种视觉修辞手段来作为信息传达设计的基本方式的。在这一基础之上通过对产品语义形象的表达来塑造包装的品牌特征。本文提出了在此基础之上实现从图形符号的信息传达转向产品的情境认同,实现包装由产品设计向品牌推广转变,进而实现人文设计这一目标。
In the packaging design through the graphic analogy and symbolic meaning of the two kinds of visual rhetoric means as the basic way to convey the design. On this basis, through the expression of product semantic image to shape the brand characteristics of packaging. Based on this, this paper proposes the realization of the situation recognition from the transfer of graphic symbols to products, and the realization of the goal of packaging design from product design to brand promotion and human design.