基于“国潮”风格的包装视觉语言初探
摘 要：基于“国潮”风格的包装视觉语言是中国传统文化与新时代背景交融而产生的设计语言。本文通过对“国潮”风格包装设计的视觉语言——图形、色彩、文字进行分析，发现“国潮”风格包装设计以传统图案的创新、吉祥色彩的运用和书法形态的文字组成其具有时代特色的综合视觉语言，表现出包装中视觉语言在新时代的新面貌。通过本文的研究，希望能够传承与创新中国优秀传统文化，并对中国包装设计的发展提供一定助力。
关键词：“国潮”风格；包装；视觉语言；特征
中图分类号：J524 文献标识码：A
文章编码：1672-7053(2020)11-0091-02
Abstract：The graphic visual language of "National Tide" style packaging is the design language produced by the blending of Chinese traditional culture and the background of the new era. This paper through the analysis of the visual language of "National Tide" style packaging design—graphics, colors and characters, it is found that the "National Tide" style packaging design is composed of the innovation of traditional patterns, the use of auspicious colors and calligraphy form characters, which shows the new appearance of the graphic visual language of packaging design in the new era. Through the research of this article, I hope to inherit and innovate Chinese excellent traditional culture and provide certain assistance to the development of Chinese packaging design.
Key Words："National Tide" style; packaging; visual language; characteristics
