南京最美乡村特产包装设计调查与开发研究

【作者】 卢媛媛；

【导师】 顾媛媛； 吴振韩；

【作者基本信息】 南京师范大学 ， 艺术设计（专业学位）， 2021， 硕士

【摘要】 随着乡村经济的不断发展,南京乡村建设以及乡村旅游产业也日渐兴起,这就为乡村特产的销售提供了较为广阔的空间。乡村特产是一个乡村乃至一个地区最具有特色的产品,往往具有强烈的地域特征,消费者可以从乡村特产中窥见乡村的缩影。本文以南京最美乡村特产包装设计为研究对象,以包装情感化理论、包装品牌化理论、包装绿色化理论以及包装系列化理论为支撑,以对比研究法、案例分析法、实践调研法以及问卷调查法等为研究方法,试图对南京最美乡村现有的特产包装案例进行梳理分析,发现总结其中存在的问题并提出一些切实可行的策略。最终选择南京最美乡村中的石塘村,以其豆产品为实践对象,创作出一套兼具形式美感以及文化内涵的石塘村特色豆产品包装。本文共分为六章。第一章为南京最美乡村建设行动和特产包装设计概述,本章节对南京最美乡村建设行动的政策、意义以及实际案例进行了相关阐述,同时也才从功能、结构以及装潢三个角度出发,对乡村特产包装设计进行了简要分析。第二章为南京最美乡村特产包装现状与问题分析,本章节立足于本土,结合实际案例对南京最美乡村特产包装设计的用户、现状以及问题进行了分析。第三章为南京最美乡村特产包装的价值及策略分析,本章节中笔者对南京最美乡村特产包装的价值进行了分析阐述,并结合上文所总结出的南京最美乡村特产包装目前存在的问题,进而从情感以及视觉两个角度出发,提出了部分适合南京最美乡村特产包装设计的方法策略。第四章为南京市石塘村豆文化及豆产品包装现状分析。该章节对笔者的实践对象即石塘村豆产品及其包装的现状进行了相关分析。第五章为豆产品包装构成要素分析,该章节分别从材质、结构、图案以及文化四个角度出发,结合国内外较为优秀的豆产品包装案例进行分析,试图从中汲取豆产品包装设计的成功经验,为笔者后期的设计实践提供一些方法与思路。第六章为设计实践,本章节主要介绍了笔者以南京市石塘村豆产品包装为设计对象而进行的实践过程以及最终的方案效果展示。希望通过本次研究与实践,能够提供一些切实有效的方法,推动南京最美乡村特产包装设计的发展与进步。更多还原

【Abstract】 With the continuous development of rural economy,rural construction and rural tourism industry in Nanjing are also rising,which provides a broader space for the sale of rural specialties.Rural specialty is the most characteristic product of a country or even a region,which often has strong regional characteristics.Consumers can see the miniature of the countryside from the rural specialty.This paper takes the packaging design of the most beautiful rural specialty in Nanjing as the research object,takes the packaging emotional theory,packaging brand theory,packaging green theory and packaging serialization theory as the support,and takes the comparative research method,case analysis method,practice research method and questionnaire survey method as the research methods,trying to comb and analyze the existing packaging cases of the most beautiful rural specialty in Nanjing,and make some suggestions This paper summarizes the existing problems and puts forward some practical strategies.Finally,Shitang village,one of the most beautiful villages in Nanjing,is selected as the practice object to create a set of characteristic bean product packaging with both formal beauty and cultural connotation.This paper is divided into six chapters.The first chapter is an overview of Nanjing’s most beautiful rural construction action and specialty packaging design.This chapter elaborates the policy,significance and actual cases of Nanjing’s most beautiful rural construction action.At the same time,it also briefly analyzes the packaging design of rural specialty from the perspective of function,structure and decoration,combined with some excellent domestic rural specialty packaging cases.The second chapter is the analysis of the current situation and problems of Nanjing’s most beautiful rural specialty packaging.This chapter is based on the local,combined with the actual case,analyzes the users,current situation and problems of Nanjing’s most beautiful rural specialty packaging design.The third chapter is the value and strategy analysis of Nanjing’s most beautiful rural specialty packaging.In this chapter,the author analyzes the value of Nanjing’s most beautiful rural specialty packaging,and combined with the problems of Nanjing’s most beautiful rural specialty packaging summarized above,and then from the emotional and visual perspectives,puts forward some methods suitable for Nanjing’s most beautiful rural specialty packaging design Legal strategy.The fourth chapter is the analysis of bean culture and bean product packaging in Shitang village of Nanjing city.In this chapter,the author analyzes the current situation of the bean products and their packaging in Shitang village.The fifth chapter is the analysis of the elements of bean product packaging.This chapter analyzes the material,shape,pattern and culture of bean product packaging from four perspectives,combined with the domestic and foreign excellent cases of bean product packaging,trying to learn from the successful experience of bean product packaging design,and provide some methods and ideas for the author’s later design practice.The sixth chapter is the design practice.This chapter mainly introduces the author’s practice process and the final effect of the scheme based on the design object of bean product packaging in Shitang village,Nanjing.Through this research and practice,we hope to provide some practical and effective methods to promote the development and progress of packaging design of the most beautiful rural specialty in Nanjing.更多还原