| 摘要: |
| 目的 从视觉传达设计这一维度出发，探索实现包装资源节约的有效途径。方法 对视觉文化时代包装设计的生态伦理困境进行了剖析，对视觉传达设计之于节约型包装设计的意义进行了阐释，并尝试提出了节约型包装视觉传达设计的主要策略。 结论 包装视觉传达兼具物质与非物质设计的双重属性。从物质环保与物质节约的层面来看，设计师应考虑减少承印面积，控制油墨使用，并注重印后工艺的简化与环保。从非物质环保与节约观念来看，节约型包装视觉传达设计应充分发挥包装的信息媒介属性，使其在所能辐射的社会范围内成为一种对消费文化和公众心理具有积极意义的构建力量。 |
| 关键词: 资源节约 生态保护 节约型包装 包装视觉传达设计 |
| DOI： |
| 分类号:J511；TB482 |
| 基金项目:湖南省社科基金项目（14YBA134） |
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| Visual Communication Design of Conservation Oriented Package |
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ZHANG Hong-tao
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Hunan University of Technology, Zhuzhou 412007, China
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| Abstract: |
| From the perspective of visual communication design, it aims to explore the effective way to save the packaging resources. The ecological ethic dilemma of packaging design in visual culture era is analyzed, the significance of visual communication design is explained, and the main strategies of visual communication design of conservation oriented package are put forward. Packaging visual communication design has the dual attributes of material and non material design. From the perspective of material saving and environmental protection, the designer should reduce the printing area, control the use of ink, and pay attention to simplify the post-press processing process. From the perspective of spread of thrift conception, the packaging visual communication design should give full play to the information media properties of package, so that it can be a positive sense of construction strength to consumption culture and public psychology in the range of radiation. |
| Key words: resource conservation ecological conservation conservation oriented package visual communication design of package |
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