| 摘要: |
| 目的 研究南珠化妆品包装设计中海洋文化符号构建的方法、技巧及应用事项。方法 以海洋文化符号构建为主线，分析南珠产业发展、品牌形象建设及产品包装设计现状，从与文章研究课题紧密相关的水元素与珍珠中提取并将其转化为适用于本文研究内容的海洋文化视觉符号，并从色彩关系、图样纹饰、文字形态、内包装容器、外包装结构等五个方面深入探讨海洋文化在南珠化妆品包装中的视觉符号构建方式及文化延伸策略，使其符合南珠化妆品品牌定位及目标消费群体属性。结论 研究探索海洋文化在南珠化妆品包装设计中的符号构建可赋予南珠化妆品品牌身份识别特性，在一定程度上能强化品牌形象，为南珠及相关产品在包装设计及未来的品牌形象策划与研究方面提供参考。 |
| 关键词: 南珠 化妆品 包装设计 海洋文化 符号构建 |
| DOI：10.19554/j.cnki.1001-3563.2020.08.043 |
| 分类号:TB482 |
| 基金项目:北部湾海洋文化研究中心2017年度课题项目（2017BMCC08）；北部湾海洋文化研究中心2018年度课题项目（2018BMCC07）；北部湾大学2017年硕士点培育项目：艺术硕士（艺术设计）；2019年度陶瓷与设计学院一体化项目（本科教学改革工程项目）；2020年度广西高校中青年教师科研基础能力提升项目（2020KY10041） |
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| Construction of Ocean Cultural Symbols in the Packaging Design of Southern Pearl Cosmetics |
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LI Shuai, ZHOU Zuo-hao
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Beibu Gulf University, Qinzhou 535011, China
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| Abstract: |
| The work aims to study the method, skill and application of ocean cultural symbols in the packaging design of southern pearl cosmetics. Taking the construction of ocean cultural symbols as the main line, the industry development, brand image construction and product packaging design were analyzed. Water elements and pearls closely related to the research topic were extracted and converted into visual symbols of ocean culture suitable for the research content. From the five aspects of color relation, pattern decoration, text form, inner packaging container and outer packaging structure, the visual symbol construction mode and cultural extension strategy of ocean culture in southern pearl cosmetics packaging were deeply discussed, so as to conform to southern pearl cosmetics brand positioning and target consumer group attributes. The study on the construction of ocean cultural symbols in southern pearl cosmetics packaging design can give brand identity characteristics, strengthen brand image to a certain extent, and provide reference for the future image design and packaging design of southern pearl and related products. |
| Key words: southern pearl cosmetics packaging design ocean culture symbol construction |
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