| 摘要: |
| 目的 从“农业+文创”跨界融合着眼，基于跨界融合下农产品包装设计的命题，探讨文创农产品包装设计的内涵和功能的流变，以及流变带来的设计思路的转变。方法 通过分析“农业+文创”融合下包装设计的典型案例，梳理文创包装设计的内涵，从农产品与文化资源的融合、农产品与创意形象的融合和农产品与品牌故事的融合三个方面展开，研究农产品包装设计的思路转变和认识转变对农产品包装设计的影响及包装设计功能的流变。结论“农业+文创”融合的包装设计是一项系统的设计工程，是通过文化创意设计对产品精准定位，输出品牌理念，拓宽展示平台，升级服务对象，实现文化价值认同、设计价值认同和品牌价值认同，最终引发情感共鸣，促进消费，达到产品溢价空间。 |
| 关键词: 农产品 文化创意 包装设计 品牌理念 |
| DOI：10.19554/j.cnki.1001-3563.2020.20.044 |
| 分类号:TB472 |
| 基金项目:2019年山西省哲学社会科学规划课题“用文创设计提升山西农特产品价值研究”（2019B521） |
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| Packaging Design of Agricultural Products under the Background of Integration of Agriculture and Cultural Creation |
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LIU Zhuo
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Jinzhong University, Jinzhong 030619, China
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| Abstract: |
| The work aims to explore the connotation and function change of cultural and creative agricultural product packaging design and the change of design ideas from the perspective of “agriculture + cultural creation” cross-border integration based on the proposition of agricultural product packaging design under cross-border integration. Based on the analysis of typical cases of packaging design under the integration of “agriculture + cultural creation”, the connotation of cultural and creative packaging design was analyzed. From the integration of agricultural products and cultural resources, the integration of agricultural products and creative images, and the integration of agricultural products and brand stories, the impact of the transformation of thinking and understanding of agricultural product packaging design on agricultural product packaging design and the change of packaging design function were analyzed. The packaging design of “agriculture + cultural creation” is a systematic design project, which can accurately position the products through cultural and creative design, export brand concepts, broaden display platforms and upgrade service objects and realize cultural value identity, design value identity and brand value identity, thus triggering emotional resonance, promoting consumption, and achieving product premium space. |
| Key words: agricultural products cultural creativity packaging design brand concept |
