| 摘要: |
| 从分析符号消费的特征入手，论述了包装设计中符号设计的重要性。通过分析中国节日所具有的符号资源，论述了信息时代节日文化的符号化生存，进而探讨了从节日文化符号向包装产品语义转化的3 种主要途径，分析了节日商品包装语义的构建策略。在此基础上，提出从符号的角度重新认识中国传统节日，通过在包装设计中巧妙利用节日符号，设计出具有独特风格的节日商品包装。 |
| 关键词: 符号消费 节日商品 包装设计 产品语义 |
| DOI： |
| 分类号:TB482 |
| 基金项目:2010 年度教育部人文社会科学研究基金项目（10YJC760008）；2011 年度江西省社会科学艺术学项目阶段性成果（YG2011135） |
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| Research on Packaging Design of the Chinese Festival Commodities under the Background of Symbol Consumption |
|
CHEN You-lin
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East China Jiaotong University，Nanchang 330013，China
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| Abstract: |
| It discussed the importance of symbolic design in packaging design from the aspects of symbol consumption characteristics.It expounded the symbolized survival of the festival culture in information age from the analysis of the symbolic resources of the Chinese festivals，and then it investigated three ways to transform cultural symbols into product semantics.It put forward that designers should rediscover traditional Chinese festivals from the symbolic perspective and use the festival symbols in package design to make the package with unique style. |
| Key words: symbol consumption festival commodity packaging design product semantics |
