云南少数民族图案在包装设计中的应用.docx

云南少数民族图案在包装设计中的应用Yunnan minority patterns in the application of the packaging design 余敏 李纶 王坤茜 郭荣国13 Li Guan Kun-qian wang Guo Rongguo 摘 要：民族民间艺术是一种母体的艺术， 是新艺术创作之源，从中可借鉴到深厚传统的高品位营养。而属于民族民间艺术范畴的少数民族图案， 是民族民间艺术中的一块瑰宝, 对其进行开发研究, 并与现代艺术手段、艺术风格、专业技巧结合起来, 形成独特的风格与特点，在现代设计中具有重要的应用价值, 本文着重对少数民族民间图案在现代包装设计中的应用进行探讨。Pick to： national folk art is the art of a matrix， is the source of new artistic creation， from which can be reference to the deep traditional high nutrition. Which belong to the category of folk art pattern of ethnic minorities， is a piece of folk art treasures, for development research， and with the means of modern art, artistic style, professional skills， form the unique style and features， has important application value in modern design， this article emphatically to the minority folk pattern application in the modern packaging design were discussed. 关键词：云南少数民族 图案 包装设计Keywords: yunnan minority design packaging design 引 言Lead it 云南是一个多民族的省份,在这里繁衍生存着汉族、彝族、白族、壮族、苗族、Yunnan is a multiracial province， multiply in here live han， yi， bai， zhuang， miao， 傣族等二十多个民族。云南各民族历史悠久， 源远流长, 创造出丰富和绚丽多彩的民族民间艺术.除植根于本土的原始岩画艺术， 古青铜文化， 南诏文化, 东巴文化艺术外, 各民族还不同程度地受到华夏文化， 东南亚佛教文化， 藏传佛教文化的影响, 经过长期的消化与吸收， 继而又创新和发展了独具特色的各民族民间文化艺术, 为中华民族的文化艺术宝库增添了璀璨夺目的光辉.作为民族民间艺术范畴的少数民族图案， 题材广泛， 手法多样,造型美观， 风格独特, 在世界艺术之林享有很高的荣誉.尤其是传承至今的服饰、织物图案, 更是令人为之眩目, 如庄重大方的壮族织锦， 充满神秘、原始美的傣族、景颇族织锦， 色彩浓郁的苗族刺绣及织锦， 古朴浑厚的藏族图案， 如火如荼的彝族图案, 五彩斑斓的瑶族服饰及图案等等，在世界工艺美术装饰纹样中独树一帜。Dai and so on more than 20 people。 All nationalities in yunnan has a long history and goes back to ancient times, creating a rich and colorful folk art。 Except for the original rock art rooted in local， ancient bronze culture, nanzhao culture， dongba culture and art， all ethnic groups have different degree by huaxia culture， buddhist culture of southeast Asia， the influence of Tibetan buddhist culture, after a long period of digestion and absorption, and innovation and development of all nationalities in the unique folk culture and art， for the cultural and art treasure of the Chinese nation added bright is dazzing glorious。 As the minority folk art category design, theme is extensive， style diversity， aesthetically pleasing, unique style， in the world art community enjoys a high honor. Especially until now clothing， fabric design， but also a dazzling， such as solemn generous zhuang brocade， full of mysterious， beautiful dai nationality and jingpo ethnic brocade, rich color of the miao embroidery and tapestry， of primitive simplicity is powerful Tibetan design, design of yi nationality， riot of yao nationality clothing and patterns， and so on， unique in the world of arts and crafts decoration pattern. 一、少数民族民间图案的时代价值The value of a， minority folk pattern 少数民族的传统纹样， 是一个民族一定时期物质文化生活和精神文化生活最客观的记录, 它本身就记载了一个民族的发展历史过程， 就是一部文明史。它蕴涵着中华民族文化的精髓，体现着中国人民千百年来的喜闻乐见，它自生自长, 生命力很强， 形成了我们民族文化的一个重要基础。在现代美术中， 它有别于上升了的艺术家的创作， 然而它又为艺术家提供了精神上的营养。在现代生活中, 特别是工业社会高科技发展的今天, 传统的民族民间的艺术具有饱满的情感容量而为现代社会所需要， 在现代图形设计中所缺少的正是这种易表达的民族情感.在人类进入现代文明的信息社会， 艺术积累到飞跃的历史阶段, 在现代科技与文化艺术综合的今天， 西方一些有远见的设计家和艺术家， 目光也投向东方广博的民族民间艺术, 以便从中得到走向未来艺术的启迪。艺术家们将注意力转向自己本土的文化, 极力与现代艺术融为一体， 这正是现代的乡土意识、寻根意识和回归意识。民间美术原始且朴素， 重意象的表现， 重传神的个性特征， 与现代人所追求的简练自然的美融为一体， 它们的相互结合所引发的共鸣， 体现在民族心理的延续与发展， 同时也体现在民族审美特征的强化， 在设计回归的今天, 民族民间艺术不仅体现了历史价值和审美价值， 也体现了它的时代价值.把中国的传统纹样改造成为与现代设计相适应、协调的新图形、新造型是传统美的最直接的应用, 这也是设计界在今后的应用性设计和学术研究的课题之一.Ethnic minorities traditional pattern, it is a period of a nation material and cultural life and cultural life of the most objective record, it is recorded historical development process of a nation， is a civilization. It contains the essence of the Chinese nation culture, embodies the Chinese people happy， one thousand years since its birth since long， strong vitality， formed an important basis of our national culture. In modern art, it is different from the rose of the artists creation, but it provides spiritual nutrition for artists。 In modern life， especially in the development of hightech industry society today， the traditional folk art has the full capacity of emotion and needed for the modern society， in the modern graphic design of this kind of easy to express national emotion. In the human into the information society of modern civilization， the art accumulation to leap in the historical stage, in todays modern science and technology and cultural art， some western visionary designers and artists， looked east also extensive national folk art， in order to get into the future of the art of enlightenment。 Artists have turned their attention to their native culture， highly integrated with modern art， this is the modern vernacular， roots and return to consciousness。 Folk art primitive and simple, the performance of the image， vivid personality characteristics， combined with modern peoples pursuit of simple natural beauty， and their combination of resonance， embodied in the continuation and development of national psychology， but also embodied in the strengthening of national aesthetic features， in todays design regression, folk art not only reflects the historical value and aesthetic value, also reflected the value of it。 To transform Chinese traditional patterns become adapted to modern design, coordinate the new graphics， a new model is the most direct application of traditional beauty, this is the design in the applied design and one of the topics of academic research. 二、体现民族特色是现代包装设计的发展趋势Second， reflect national characteristics is the development trend of modern packaging design 各民族的艺术都属于世界艺术整体中的一个部分, 只有保持了本民族的独特艺术特征, 才能在世界艺术史上占有自己的一个历史位置.中华民族有五千年的文明历史， 其无比广博和深厚的民族民间艺术为我们提供取之不尽， 用之不竭的创作素材, 将自己民族深厚的文化底蕴有机地融合到现代包装设计中， 体现出民族的特色, 是现代包装设计的发展趋势， 主要表现为以下两点:All national art belongs to a part of the art in the world as a whole， only keep the unique artistic features of the nation， to the world art history has its own a place in history. The Chinese nation has five thousand years of civilization history, its extensive and profound national folk art to provide us with inexhaustible, inexhaustible material， its rich ethnic culture， which organically merged into the field of modern packaging design, reflect the ethnic characteristic, is the development trend of modern packaging design， mainly for the following two points: （一）商品的视觉传达(a） goods of visual communication 视觉传达是通过视觉媒介表现并传递可视的信息， 对企业而言, 最终目的是为促进商品销售，企业与消费者的关系是通过商品营销来沟通的, 依靠企业所创造的文化形象使商品更具有吸引力.由于文化的差异, 不同国家民族有不同的约定性, 有时对它国的设计会产生不甚了解的情况， 形成文化上的距离感， 这种距离感形成了新鲜感而易于吸引外国人的注意.实践证明， 善于应用民族民间艺术， 着意于中国文化的衬托， 不但能将视觉传达设计表现得吸引国人注意， 更能让中国的设计在国际舞台上表现出动人的特色而受到重视。如香港的勒埭强先生的设计具有强烈的民族特色， 其设计与编排， 吸收了传统手法， 简结明快, 图文配合得非常吻合， 使人感受到有一股浓浓的“感情”洋溢在纸面上， 令人意犹未尽.Visual communication is through the visual medium and to convey visual information， for enterprise, the goal is to promote sales, business and consumer relationship is communication by commodity marketing， relying on the created the cultural image of the enterprise to make more attractive. Due to cultural differences， different nation have different about qualitative， sometimes to the design of its countries produce knowing little about the situation, formation of cultural distance， the distance form the freshness and is easy to attract the attention of foreigners. Practice has proved that good application of national folk art， mainly in Chinas cultural background， visual communication design will act not only to attract people attention， can let more Chinese design in the international arena to show a moving characteristics and attention. Such as Hong Kongs Mr Le Dai strong design with strong national characteristics， its design and layout， absorbing the traditional technique, Jane and lively, graphic cooperate very fit， make people feel a strong feeling” on paper， addictive. （二）商品竞争（2) the commodity competition 当今社会已进入信息社会,由于科技的不断进步， 产品种类繁多， 商品信息爆炸， 人们的消费需求已从重视物质向重视精神满足的方向变化。企业间的竞争， 也不再主要靠在商品质量和销售数量上拉开距离， 因为在这方面的差距相对来讲已不是很大， 要花大力气在企业形象和品牌知名度上展开激烈的竞争.首先, 富有民族民间艺术的商品更易于接近消费大众。其次， 民族民间艺术具有鲜明的地方特色。同时也是利用民族民间艺术的亲近感和召唤力，In todays society has entered the information society， as a result of the progress of science and technology， there are many different kinds of products and goods information explosion, peoples consumption demand has risen from attaches great importance to the material to meet changes in the direction of the spirit。 Competition between enterprises， also no longer depends on distance on goods quality and sales quantity， because the gap in this field has been relatively is not very big， it takes great strength in the fierce competition in the corporate image and brand awareness. First of all， rich folk art goods is easier to close to consumers. Second， folk art with distinctive local characteristics。 Also use national folk art force of affinity and summoned， 去创造一个能打动消费者“ 心弦”的促销关键。再次， 在商品竞争的信息时代, 随着旅游事业的发展，国际市场的扩大, 民族民间艺术在视觉传达设计中的良好运用是最能体现民族自豪感和民族文化的。在国内商业界受国际化影响纷纷建立自我品牌及企业形象之同时， CI 的成功与否已成为企业竞争的关键。科技的发展使得商品的质与量已超出消费者的选择能力，消费者渐渐地无法清楚地说明商品的技术水平差异， 商品已从有用的东西蜕变为附加To create a can move consumers ”heart the promotion of the key。 Again， the competition of the commodity in the information age, with the development of tourism， the expanding of the international market， good use of folk art in visual communication design is the most can reflect national pride and national culture. In the domestic business is influenced by international have been setting up self brand and corporate image at the same time， the success of CI has become the key of enterprise competition. The development of science and technology makes the quantity and quality of the goods is beyond consumer choice ability, consumers increasingly unable to clearly specify the technical level of difference， goods already from useful things change as attached 了某种意义的“ 符号”。于是,在竞争激烈的国际市场中，以民族民间为本位, 越来越受到重视。The sort of ”symbol”。 So， in the fierce competition in the international market， with national folk as the standard， more and more be taken seriously。 三、民族图案在包装设计中的应用Third， national design application in packaging design 长期以来， 对云南少数民族民间图案的研究甚少, 应用开发也仅局限在服饰、刺绣等局部领域, 而对于应用到增加产品魅力， 促进产品销售的包装设计却非常的少。近来， 我们加强了对云南少数民族图案的开发研究, 并对少数民族图案在现代包装设计中的应用进行了一些尝试, 并取得了较好的效果。如云南西双版纳满山遍野的芭蕉, 年产量十几万吨， 当地少数For a long time， in yunnan minority folk pattern research, application development is also limited in the field of clothing, embroidery, etc， for the application to increase product charm, promote product sales packaging design is very few. Recently， we have strengthened the research of yunnan minority patterns， and the application of ethnic patterns in modern packaging design was carried out, and good results have been achieved。 Such as yunnan xishuangbanna starts from plantain， annual output of thousands tons, the local minority 民族食用较少， 科技人员经过开发研究， 生产出含有多种维生素、营养价值丰富及口味良好的果脯， 开始由于知名度不高， 投放市场受阻。我们配合有关单位充分利用云南少数民族民间图案及芭蕉的自然生态图形， 构思设计出具有浓郁民族特色的包装, 并创造了良好的经济效益.又如, 在中国牦牛肉包装盒的设计中, 重点突出雪山、草地、牦牛、并衬以藏族图案装饰， 将产地云南中甸的藏文化特色融于商品之中云南勐海茶厂塑料包装袋的设计， 以春天的茶芽图案为基调， 辅以傣锦图案装饰, 较好地表现出产品的地域特色再如， 云南勐海茶厂手提袋设计， 运用了西双版纳傣锦图案, 通过变形， 赋色及文字组合,使整个礼品茶袋富有浓郁的民族特色， 又隐约传递着时代的气息。此外， 我们还对一些云南传统土特产品进行包装设计，与高档商品所追求的华贵典雅风格相比, 传统土特产包装应更注重简洁质朴并力求准确传达产品所在地民俗传统文化特点的信息, 突出民族风格和地方特点。National consuming less, scientific and technological personnel， after development research， produce contains rich vitamins， nutritional value and good taste of dried fruit， start due to the popularity is not high, put on the market。 We cooperate with the relevant units take full advantage of yunnan minority folk pattern and the natural ecology of the plantain graphics， conception design with rich national characteristics of the packaging, and create a good economic benefit。 Another example, in the design of China yak meat packing box， highlight the snowcapped mountains, grassland， yaks, and lined with Tibetan design adornment, mixing origin yunnan， zhongdian Tibetan culture features into the design of the products in yunnan the courageous sea teareprocessing factory plastic bags, is fundamental key with the buds of spring design, supplemented by dai brocade pattern adornment， good indicators of products of local characteristics such as again， the courageous sea teareprocessing factory in yunnan handbag design， use of xishuangbanna dai brocade pattern， through the deformation， fu and text combination of color， make whole gift tea bags full of strong national characteristics， and vaguely passed the flavor of The Times。 In addition, we also for some traditional yunnan native products packaging design， compared with highgrade goods pursues luxurious and elegant style, traditional local products packaging should pay more attention to its simplicity and strive to accurately convey the product information of the characteristics of the local folk traditional culture, national style and local characteristics。 四、结束语Four， the conclusion 加强对少数民族图案的研究、开发、应用, 不仅能够继承和弘扬少数民族传统文化， 更重要的是在现代设计中融汇民族性，充分体现民族特色， 能尽快地改善少数民族地区包装设计中乏风格、少特色、缺精品的低水平状态， 对促进少数民族地区的经济发展， 有着重要的社会意义和经济价值.To strengthen the research, development and application of ethnic patterns， can not only inherit and carry forward the national minority traditional culture, what is more important in the modern design of nationality, fully embody national characteristic， as soon as possible to improve the ethnic minority areas less spent in packaging design style, features, lack of high-quality goods of low status, to promote the economic development of the ethnic minority areas， has important social significance and economic value.