“红色”包装的视觉叙事设计策略研究

目的 基于叙事设计与文化自信背景,运用包装作为信息载体,探究视觉叙事在“红色”包装设计中的应用价值,进而寻找提升红色文化相关产品竞争力的包装设计策略。方法 结合用户调研、文化传播理论及案例分析等,从品牌方、用户以及文化传播3个角度分析叙事视角融入“红色”包装的必要性,进而对视觉叙事介入“红色”包装应遵循的设计指导原则和创新策略进行探讨。结果 依照包装叙事逻辑,从“信”“达”“雅”3方面得出“红色”包装设计的原则要求,从“内容层”“表现层”“交互层”3维度提出“红色”包装可行性设计策略。结论 视觉叙事理论对“红色”包装设计具有重要指导意义。在设计过程中应注意叙事要素联结、叙事媒介升维和叙事传达流动,以优化“红色”包装叙事效果,提升红色文化传播力。红色文化相关产品包装应深化叙事性表达,以拓宽未来创新发展思路。

Visual Narrative Design Strategy of "Red" Packaging

The work aims to explore the application value of visual narrative in "red" packaging design with the information carrier of packaging based on the background of narrative design and cultural self-confidence, and look for packaging design strategies to enhance the competitiveness of red culture related products. Combined with user research, cultural communication theory and case analysis, the necessity of integrating the narrative perspective into "red" packaging was analyzed from the perspectives of brands, users and cultural communication; and then the design guiding principles and innovative strategies that visual narration should follow in "red" packaging were discussed. According to the packaging narrative logic, the principle requirements of "red" packaging design were obtained from three aspects of faithfulness, expressiveness and elegance, and the feasible design strategy of "red" packaging was proposed from three dimensions of "content layer", "presentation layer" and "interaction layer". The visual narrative theory has important guiding significance to the "red" packaging design. In the design, attention should be paid to the connection of narrative elements, the promotion of narrative media and the flow of narrative communication, so as to optimize the narrative effect of "red" packaging and enhance the dissemination of red culture. In packaging of red culture related products, the narrative expression should be deepened to broaden the innovative development ideas in the future.