| 摘要: |
| 目的 阐述故事性图形的概念，分析故事性图形的特点和优势，对其在包装设计中应用的可行性进行研究，并总结故事性图形在包装设计中的实现方法，以归纳出一种新的包装图形的设计思路。方法 通过对故事性图形传播特点进行分析，阐述故事性图形的概念、特点和优势。通过对品牌形象、产品诉求和目标消费群体的三维交叉研究进行故事的选择与策划，再依据诉求和所完成故事的特点，通过写实型手绘、漫画型手绘和插画型手绘的方法进行故事性图形创作，并以一套以故事性图形为图形语言的衍生包装设计实例，佐证故事性图形相关理论的正确性。结论 通过对故事性图形在包装设计中的可行性和实现方法的研究，证实了故事性图形是一种直接且高效的包装图形语言，对于产品品质的提升和品牌形象的塑造具有一定的意义，能为包装设计的发展提供新的思路和方法。 |
| 关键词: 故事性图形 产品诉求 品牌形象 包装设计 |
| DOI：10.19554/j.cnki.1001-3563.2019.02.011 |
| 分类号:TB482 |
| 基金项目:教育部人文社科项目（12YJCZH248） |
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| Application of Story-telling Graphics in Packaging Design |
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YANG Xiao-yan, LIU Mei-lin
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Shaanxi University of Science & Technology, Xi'an 710021, China
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| Abstract: |
| The work aims to induce a kind of new design idea of packaging graphics by explaining the concept of story-telling graphics, analyzing the characteristics and advantages of story-telling graphics, investigating the feasibility of its application in packaging design, and summarizing how story-telling graphics are achieved in packaging design. On the basis of analyzing the spreading characteristics of story-telling graphics, the concept, characteristics and advantages of story-telling graphics were explained. The stories were selected and planned by 3D cross-over study of brand image, product appeal and targeted consumers. Then, based on the appeal and the characteristics of completed stories, the story-telling graphics were created by means of realistic sketching, comic-style sketching and illustrations-style sketching. Moreover, a set of derivative packaging design examples with story-telling graphics as a graphical language were used to support the correctness of correlation theory of story-telling graphics. The study on the feasibility and implementation method of story-telling graphics in the packaging design proves that, the story-telling graphics are a direct and efficient language of packaging graphics, they are meaningful for the improvement of product quality and the shaping of brand image and also can provide some new ideas and methods for the development of packaging design. |
| Key words: story-telling graphics product appeal brand image packaging design |
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