包装视觉设计中传统文化元素的运用

目的 探索传统文化元素中汉字融于包装视觉设计的现实境况和突破性路径尝试。方法 作为具有中国特色的文化产物，汉字在千百年的传承中不仅是一种符号，更是一种独特的图形图案，一种美的承载。将以汉字为代表的传统文化元素融入包装视觉设计中，可以有效丰富包装的外观，增强包装的匹配性。首先，从包装中文字信息的存在形式及其功能展开，分析汉字在包装视觉设计中的存在意义和价值，指出研究包装视觉设计中的汉字运用有着突出的重要性;然后，从当前汉字在包装视觉设计中的应用现实出发，总结其中所存在的一些前期准备、方式方法方面的不足;最后，结合多个可能的方向探究汉字在包装视觉设计中的具体应用方式方法。结论 汉字元素在包装视觉设计中的应用既有利于汉字文化的长远发展，又有利于包装视觉设计效果的提高，给消费者以视觉冲击，促进更高层面的消费行为的实现。

Application of Traditional Cultural Elements in Packaging Visual Design

The work aims to exploring the realistic situation and breakthrough path of Chinese characters integrated into packaging visual design in traditional cultural elements. As a cultural product with Chinese characteristics, Chinese characters have become not only a symbol, but also a unique graphic pattern and a carrier of beauty in thousands of years of inheritance. Incorporating traditional cultural elements represented by Chinese characters into the visual design of packaging can effectively enrich the appearance of packaging and enhance the matching of packaging. Based on the existing form and function of the text information in packaging, the significance and value of Chinese characters in packaging visual design were analyzed. It was of great importance to study the application of Chinese characters in packaging visual design. Then, from the application of Chinese characters in current packaging visual design, shortages in preparation and methods of packaging visual design were summed up. Finally, the specific application of Chinese characters in packaging visual design was explored in combination with many possible directions. Application of Chinese character element in packaging visual design is not only conducive to the long-term development of Chinese character culture, but also conducive to improving the effect of packaging visual design, bringing visual impact to consumers, and promoting the realization of higher level consumption behaviors.