汉字在包装设计中的应用研究.pdf

中文摘要 汉字具有悠久的历史，是世界上仅存的古老表意文字。对人类的发展有着 深远的影响。汉字是中华民族的重要文化符号。历史赋予它以独特的价值，是 中华五千年民族文化的重要载体。在产品包装的设计过程中，汉字起到了一种 不可忽略的作用，是包装设计的重要构成元素。汉字自身具有良好的功能性与 艺术性。汉字本身的图形特征是汉字图形化的基础。把汉字进行图形化的处理， 以“形”变来拓展“意”，以“意”来限制“形”的蜕变，使文字的形与意得到 巧妙的语意转换，创造出丰富的视觉语言，从而进一步增强了视觉传达的有效 性和准确性。汉字以“形”写“意”的特征使其成为包装设计中必不可少的重 要组成部分。而汉字的“六书”之法，同时又是汉字设计的六种设计思维方法， 为汉字在包装设计中的应用带来了启示。包装设计的根本目的在于销售，这种 带有销售性的设计，其目的必然会要求包装设计以服务本土消费者为宗旨。本 文将从汉字在包装设计中的应用手法，汉字诗性的中国式思维方式给予汉字在 包装设计中的启示以及如何将汉字巧妙地运用到包装设计当中以达到吸引消费 者为目的等几方面进行研究，从而为包装设计提供更多的民族文化理论支持， 推动设计民族化的深入发展，进而不断拓展民族文化在设计中的应用。 关键词：汉字；包装设计；视觉符号 Abstract Chinese characters have a long history, and it is an old ideogram reserved. It has a far-reaching influence to the development of human being. The Chinese character is one of the most important cultural emblems of China. The history endows it with a special value, and it is the carrier of Chinese five thousand years’ culture. Character has an negligible function in the process of package design, and it’s an important element of package design. Chinese characters have very good effect in both function and art by itself. The Chinese character’s graphical feature is the basis of its figuration. By figuring the characters we can enlarge the meaning of the character by the transformation of its figure, restrict its figural transformation by the meaning, and then make an artful conversion between the figures and meaning of the character, create abundant visual language, consequently increase the efficiency and accuracy of the visual communication. The characteristic of expressing the meaning by the figure of the Chinese character make itself becoming an absolutely necessarily important constituent. The six rules of the Chinese character are also the six ways for character design, and they bring inspirations to apply charac