当代保健食品包装设计视觉语言运用研究

目的 保健品市场的迅速发展,对保健产品包装也有了更高的要求,研究当代保健食品包装设计的视觉语言,为将来产品包装设计提供借鉴。方法 通过案例分析法,从色彩、图形和文字排版三个方面,分析和探究市场上较为成功的保健食品包装设计视觉语言运用方法,总结出三个当代保健食品包装的主要特征,即打破地域和民族特征的同化性,强调科学和美观结合的科技感,以及使用“图说”增加传递的艺术性。结论 未来需要探索具有中国特色、科学和艺术相结合的包装设计视觉语言,才可以使产品在全球销售时更容易记忆和识别。

Visual Language Application of Contemporary Health-care Food Packaging Design

With the rapid development of health-care product market, there are higher requirements for the packaging of health-care products. The work aims to study visual language of contemporary health-care food packaging design to provide reference for the future product packaging design. Through case analysis method, the successful visual language application methods of health-care food packaging design in the market were analyzed and explored from three aspects such as color, graphics and text typesetting. Three main characteristics of contemporary health-care food packaging were summarized, that is, to break the assimilation of regional and national characteristics, to emphasize the scientific and technological sense in combination with science and aesthetics, and to use "illustration" to increase the artistic quality of transmission. In the future, it is necessary to explore the visual language of packaging design integrated with Chinese characteristics, science and art, in order to make products easier to remember and identify when sold globally.