包装视觉设计中的留白研究

【作者】 张静；

【导师】 张锡；

【作者基本信息】 南京理工大学 ， 设计艺术学， 2009， 硕士

【摘要】 随着经济的飞速发展,社会物质生产资料极大丰富,成千上万种商品涌向市场,它们之间的竞争日益加剧,随着自选超市的出现,在消费者的自主选择下,商品的包装就像一个无声的销售员,开始受到人们的关注。在经济的影响下人们的消费与生活方式也随之改变,逐渐向自我发展型转变,社会开始进入感性化消费时代,对商品包装的需求也从自然功能上升到精神层面,这就对包装的视觉设计提出了新的要求。包装设计研究是一个比较成熟的研究领域,本文是在现有学术成果的基础上,从消费者的视觉心理及社会文化角度出发,站在一个新的研究视角:即把传统艺术中的“留白”现象研究引入到包装视觉设计中,对其具体应用价值作研究。本文首先从传统艺术和现代设计艺术形式中寻找留白的表现形式,从中吸取营养,分别从包装平面意义上的留白价值和立体意义上的留白价值进行研究。其次对不同产品类别包装中的留白进行研究,总结不同产品包装留白的特点,提出了留白的一些规律和方法,对以后的包装视觉设计实践具有一定的指导和借鉴意义。最后根据课题研究的成果,结合本文内容进行设计实践,进一步对理论研究进行充实和验证。更多还原

【Abstract】 With the quick development of social economy, material for production has been greatly enriched and millions of products are flooding into the market,which causes a cut-throat competition.Meanwhile,the arise of supermarkets makes consumers decision makers and turns the packages of products into something resembling a silent salesman, and which begins to receive attention from the society. Under the infuence of such deveopment,the way of people’s living and consuming gradually tansform into self-development style,society stepping into the age of emotional consumption.As a result, a raise from natural function to spiritual needs of the requirement upon commercial packing is greatly demanded, which at the same time puts forth a new request uopn the visual design of commertial packaging.Research on packaging design has well developed, and basing the scholar achievement in exsitence,this thesis introduces traditional art of "shite space" into packaging design and carries out a research on its specific application value from the new standpoint of visual phychology and social culture of consumers.firstly, after searching for the representation forms of shite space from the designing shapes of traditional and modern art, and taking its nourishment,this thesis studies the value of shite space respectively from plane packagine and stereo packaging.Secondly,it researches on the shite space of various products,summarizes the characteristics of different commodities and puts forwards some rales and ways in leaving shite space.This, in a certain extent will direct the future visual design.Finally,basing on the fruit of this research, the thesis goes deep into a test and verification upon the theory research.更多还原