摘要随着社会的进步，人们越来越关注产品的包装设计。包装设计是产品的基本 形象特征。在我国传统文化中有许多丰富的文化知识底蕴，其中传统视觉元素就 是众多传统文化中不可多得的一部分。它具有丰富的内涵、多样的形式表达、悠 久的历史，是其他艺术表达形式难以取代的。随着科技的发展和时代的进步，设 计师逐渐的认识到了在设计行业中传统文化所发挥的重要性。为了更好地传达产 品的文化特征，迎合消费者的审美需求，中国的传统文化开始在现代包装设计中 进行了广泛的运用。本文主要以传统文化中视觉元素在现代包装设计应用中的重 要性为阐述目标，同时结合包装设计中经典事例分析和传统视觉元素在包装设计 中的设计方法分析，最后结合毕业设计作品“高邮双黄鸭蛋”包装中传统视觉元 素的应用进行具体的分析。69998

毕业论文关键词：现代包装设计；传统视觉元素；应用

The Application Of Tradition Visual Elements In Modern Packaging Design

Abstract With the progress of society, people pay more and more attention to the packaging design of the product. Packaging design is the basic image features of the product. In the traditional culture of our country there are many rich cultural knowledge, traditional visual elements is a rare part of traditional culture. It has a rich connotation, a variety of forms of expression, a long history, it is difficult to replace the expression of other forms of art. With the development of science and technology and the progress of the times, designers have gradually realized the importance of traditional culture in the design industry. In order to better convey the cultural characteristics of the product, to meet the aesthetic needs of consumers, China's traditional culture began to be widely used in modern packaging design. This paper mainly to the importance of visual elements in traditional culture  in  modern packaging design and the application for statement of purpose, and combining with the design method of packaging design in the classical case analysis and  the traditional visual elements in packaging design analysis, finally graduated "Gaoyou double yellow duck" packaging design works of the traditional visual elements application specific analysis.

Key words: Modern packaging design Traditional visual elements application

目 录

摘要 I

Abstract II

目 录 III

一 传统视觉元素在现代包装设计中的重要性 1

（一）对中国传统视觉元素的解读 1

（二）传统视觉元素在现代包装设计中的意义 1

二 传统视觉元素在包装设计中方法的分析 2

（一）传统纹样的装饰 2

（二）传统造型的借鉴 3

（三）传统色彩的运用 3

三 “水井坊”包装设计作品的具体分析 5

四 传统视觉元素在“高邮双黄鸭蛋”包装设计中的应用分析 7

（一）“高邮双黄鸭蛋”包装设计初衷 7

(二）“高邮双黄鸭蛋”包装设计的具体分析