叙事性设计在上海国货包装设计中的应用——以双妹牌化妆品包装设计为例
摘 要：上海作为中国近现代设计的发源地，在近百年发展中聚集形成了一批独具特色的上海国货品牌。其中化妆品包装展现出丰富的叙事性设计特征，通过多元叙事、文化叙事等叙事类型的运用，不断体现在包装图形、材质结构等能够增强近代国货包装识别性的各个方面，审美性和功能性并存。文章以双妹牌化妆品包装为例，旨在从设计学角度出发，分析叙事性设计方法在包装设计中的具体应用。
关键词：叙事性设计；上海国货包装设计；应用
中图分类号：TB482 文献标识码：A
文章编码：1672-7053(2021)02-0138-02
Abstract：As the birthplace of modern and modern design in China, Shanghai has formed a number of unique Shanghai domestic brands in the past century. Among them, cosmetics packaging shows rich narrative design features. Through the application of narrative types such as multiple narrative and cultural narrative, it is constantly reflected in various aspects such as packaging graphics, materials and structures, which can enhance the identification of modern domestic goods packaging. Aesthetics and functionality coexist. Taking VIVE cosmetics packaging as an example, this paper aims to analyze the application of narrative design method in packaging design from the perspective of design science.
Key Words：narrative design; the Packaging Design of Shanghai Domestic Products; application
