包裝教學(xué)與設(shè)計

20世紀(jì)的包裝設(shè)計藝術(shù)為變革人類文明作出了不可替代的貢獻(xiàn)，各式包裝新穎的產(chǎn)品進(jìn)入千家萬戶，滿足和提高了人們物質(zhì)和精神的要求。這幾年隨著改革開放不斷深入，產(chǎn)品包裝越來越受到生產(chǎn)廠家的重視和消費(fèi)者的青睞，“佛要金裝，人要衣裝”已成了廠家占領(lǐng)市場競爭取勝的主要手段。在現(xiàn)代生活中，包裝設(shè)計已經(jīng)與人們的日常生活緊密聯(lián)系在一起。包裝是經(jīng)濟(jì)發(fā)展不可缺少的一部分，如果沒有包裝，生產(chǎn)效益將不能提高，商品的運(yùn)輸也會受到很大的限制。包裝對于國計民生是十分重要的。法國包裝設(shè)計家杰克•尤杰氏認(rèn)為：“包裝設(shè)計是直接影響銷售是否成功的主要因素之一。”21世紀(jì)充滿了挑戰(zhàn)和機(jī)遇，能否隨著各種挑戰(zhàn)做出恰當(dāng)?shù)幕貞?yīng)，將是企業(yè)成敗的關(guān)鍵。現(xiàn)代科學(xué)技術(shù)的突飛猛進(jìn)和社會需求的多樣化，使得中國的藝術(shù)設(shè)計教育直接面臨著參與國際競爭并走向國際化、專業(yè)化的道路，這將對藝術(shù)設(shè)計教育的人才培養(yǎng)提出更高的要求。面對以往的教學(xué)方法我們必須去思考、調(diào)整我們的教學(xué)結(jié)構(gòu)，完善具體的課程體系，努力實現(xiàn)理論與實踐相結(jié)合，不斷地探索和發(fā)現(xiàn)問題并加以思考和總結(jié)，再把這些知識通過科學(xué)的方法教授給學(xué)生，并注重藝術(shù)、技術(shù)與人文的交融，努力培養(yǎng)社會需要的高素質(zhì)專業(yè)設(shè)計應(yīng)用型人才。優(yōu)化學(xué)生的知識結(jié)構(gòu)，提高學(xué)生的專業(yè)素養(yǎng)，是我們責(zé)無旁貸的使命和始終值得關(guān)注的問題。現(xiàn)代包裝設(shè)計是一項系統(tǒng)工程，是藝術(shù)與科學(xué)技術(shù)的有機(jī)結(jié)合。因此，包裝設(shè)計教學(xué)要注重新思維與新方法，既要讓學(xué)生掌握設(shè)計技巧，更要在開發(fā)和培養(yǎng)學(xué)生思維上下功夫，使學(xué)生把學(xué)到的知識能真正用到實踐中去。本教材的內(nèi)容希望能夠起到拋磚引玉的作用，更多的知識只能讓讀者在具體的實踐中加以體會和認(rèn)知。

本教材內(nèi)容涵蓋了包裝設(shè)計課程的基本知識點(diǎn)和技能點(diǎn)，在理論知識與設(shè)計實踐方面進(jìn)行了較好的結(jié)合。以現(xiàn)代包裝設(shè)計的視點(diǎn)，結(jié)合國際包裝設(shè)計發(fā)展的新趨勢，對原有的專業(yè)知識結(jié)構(gòu)進(jìn)行了適當(dāng)?shù)某鋵嵑透�新。同時收錄的國內(nèi)外各種類型的包裝設(shè)計圖片是藝術(shù)性和商業(yè)性完美結(jié)合的優(yōu)秀作品，為各門類的包裝設(shè)計提供了豐富的范例。相信對大專院校的學(xué)生和專業(yè)設(shè)計人員會有一定的幫助，使他們能夠更好地掌握包裝設(shè)計的基本原理，對于提高設(shè)計素養(yǎng)會有一定的指導(dǎo)意義。

本教材最重要的特點(diǎn)是：“用案例帶動教學(xué)”，旨在突出高職教育所倡導(dǎo)的“工學(xué)結(jié)合”的教學(xué)理念。工學(xué)結(jié)合是造就高素質(zhì)技能人才隊伍基本培養(yǎng)模式。校企合作是實現(xiàn)工學(xué)結(jié)合模式的前提條件。打造高素質(zhì)的技能型人才隊伍，離不開職業(yè)教育，離不開職業(yè)院校，離不開校企合作。只有輸出端的職業(yè)院校與輸入端的企業(yè)緊密銜接，職業(yè)院校培養(yǎng)出來的勞動者，才能適應(yīng)企業(yè)的崗位需求，受到企業(yè)歡迎；只有企業(yè)的積極參與，才能讓職業(yè)院校了解企業(yè)的崗位需求和崗位職務(wù)能力需求，使職業(yè)院校根據(jù)企業(yè)提出的崗位培養(yǎng)目標(biāo)設(shè)置專業(yè)，搞好課程開發(fā)，按照企業(yè)的要求組織教學(xué)活動，為企業(yè)培養(yǎng)出高素質(zhì)的技能型人才。工學(xué)結(jié)合作為把學(xué)習(xí)與工作結(jié)合在一起的教育模式，決定了學(xué)生在教育過程中的主體地位，決定了在教育教學(xué)活動中，必須以學(xué)生職業(yè)技能的掌握為基礎(chǔ)。在職業(yè)教育人才培養(yǎng)過程中，必須充分利用學(xué)校內(nèi)外兩種不同的教育環(huán)境與資源，把以課堂為主的學(xué)校教育與直接獲取實際經(jīng)驗的校外社會實踐有機(jī)結(jié)合起來，貫穿于人才培養(yǎng)的各個環(huán)節(jié)中，目的是提高學(xué)生的綜合素質(zhì)和就業(yè)競爭實力。本書以服務(wù)社會為宗旨，以社會和企業(yè)的需求為出發(fā)點(diǎn)，注重將學(xué)生的設(shè)計思維訓(xùn)練和實踐能力訓(xùn)練緊密結(jié)合，將真實的設(shè)計任務(wù)作為商業(yè)包裝設(shè)計專業(yè)知識和職業(yè)技能的載體，讓學(xué)生在完成設(shè)計任務(wù)的過程中學(xué)到專業(yè)知識、提高職業(yè)素質(zhì)、培養(yǎng)設(shè)計能力。本書的教學(xué)內(nèi)容具有彈性空間，教師可根據(jù)企業(yè)的需要或自身的特長、教學(xué)經(jīng)驗，以及學(xué)生的愛好、能力等，將教學(xué)單元與內(nèi)容進(jìn)行適度的增減與調(diào)整，使之更符合實際應(yīng)用的需要，以達(dá)到最佳的教學(xué)效果。本書可供高等院校，特別是高等職業(yè)技術(shù)院校藝術(shù)設(shè)計類專業(yè)、美術(shù)類專業(yè)作為教材或教學(xué)參考書，也適合作為廣大包裝設(shè)計與管理人員的培訓(xùn)教材，對自學(xué)者亦有重要的參考

價值。

本教材由卜一平擔(dān)任主編，蔡世新、魏瓊靚、劉浩然、劉麗瓊擔(dān)任副主編。具體分工如下：卜一平編寫了第一章和第六章；蔡世新編寫了第二章；劉浩然編寫了第三章；劉麗瓊編寫了第四章；魏瓊靚編寫了第五章，另外，何佳怡、孫長軍、李曉嬌、鄧芳、王洋、聶婷也參加了部分章節(jié)的編寫。全書由卜一平統(tǒng)稿，杜文潔審閱全書。由于作者水平有限，書中內(nèi)容難免有疏漏之處，懇請各相關(guān)院校和讀者在使用本教材的過程中予以關(guān)注，并及時將好的建議和思路反饋給我們，我們將不勝感激。

編者

2010年10月

前言
第一章 包裝設(shè)計概述 ···················· ··· ·······1
1.1 包裝的發(fā)展歷史 ································2
1.1.1 中西方包裝的起源 ······························4
1.1.2 中西方包裝的發(fā)展 ······························4
1.2 包裝的定義和功能 ·······························5
1.2.1 包裝的定義 ·································6
1.2.2 包裝的功能 ·································6
1.3 包裝的分類和民族特點(diǎn) ·····························10
1.3.1 包裝的多種分類方法 ·····························10
1.3.2 包裝的風(fēng)格流派 ·······························12
1.4 包裝的發(fā)展趨勢 ································19
1.4.1 綠色環(huán)保包裝 ································20
1.4.2 概念包裝設(shè)計 ································23
課后練習(xí) ·····································24
第二章 包裝設(shè)計流程 ·······························27
2.1 市場調(diào)研 ···································28
2.1.1 市場調(diào)研的意義與目的 ····························28
2.1.2 市場調(diào)研設(shè)計 ································29
2.1.3 市場調(diào)研的具體內(nèi)容 ····························29
2.1.4 實施市場調(diào)研 ································29
2.1.5 調(diào)查分析、量化、預(yù)測 ····························29
2.2 市場定位 ···································30
2.2.1 產(chǎn)品定位 ··································30
2.2.2 品牌定位 ··································32
2.2.3 文案定位 ··································34
2.2.4 產(chǎn)品有聯(lián)系的形象定位 ····························35
2.2.5 象征性定位 ·································35
2.2.6 禮品性定位 ·································36
2.2.7 紀(jì)念性定位 ·································36
2.2.8 造型定位 ··································36
2.2.9 以消費(fèi)對象定位 ·······························38
2.2.10 故事情節(jié)定位 ·······························40
案例分析 ·····································41
課后練習(xí) ····································42
第三章 包裝設(shè)計材料 ·······························43
3.1 紙包裝 ····································44
3.1.1 紙張?zhí)匦约皻v史 ·······························44
3.1.2 紙包裝分類及典型應(yīng)用 ····························45
3.1.3 紙制品包裝印刷工藝 ·····························48
3.1.4 紙張規(guī)格 ··································49
3.2 金屬材料包裝 ·································50
3.2.1 金屬特性 ··································51
3.2.2 金屬材料分類 ································51
3.2.3 金屬加工工藝及特點(diǎn) ·····························56
3.3 塑料材料包裝 ·································57
3.3.1 塑料特性 ··································57
3.3.2 塑料分類 ··································59
3.3.3 塑料成型工藝 ································60
3.4 玻璃材料包裝 ·································61
3.4.1 玻璃特性及歷史 ·······························61
3.4.2 玻璃包裝容器分類 ······························62
3.4.3 玻璃加工工藝及特點(diǎn) ·····························63
3.5 其他材料包裝 ·································63
案例分析 ·····································66
作品點(diǎn)評 ·····································67
課后練習(xí) ·····································69
第四章 包裝設(shè)計造型結(jié)構(gòu) ·····························71
4.1 包裝造型設(shè)計 ·································72
4.1.1 包裝造型的功能性要素 ····························72
4.1.2 包裝結(jié)構(gòu)的類型 ·······························73
4.1.3 容器造型設(shè)計原則及情感特性 ·························81
4.1.4 設(shè)計的步驟 ·································84
4.2 包裝造型設(shè)計的藝術(shù)規(guī)律 ····························87
4.2.1 對比與調(diào)和 ·································87
4.2.2 變化與統(tǒng)一 ·································88
4.2.3 重復(fù)與呼應(yīng) ·································88
4.2.4 節(jié)奏與韻律 ·································88
4.2.5 比擬與尺度 ·································88
4.3 常見紙包裝的結(jié)構(gòu)設(shè)計 ·····························91
4.3.1 紙包裝的分類 ································91
4.3.2 紙包裝結(jié)構(gòu)設(shè)計 ·······························91
案例分析 ·····································102
作品點(diǎn)評 ·····································104
課后練習(xí) ·····································106
第五章 包裝設(shè)計視覺元素 ·····························107
5.1 包裝文字設(shè)計 ·································108
5.1.1 文字藝術(shù)特點(diǎn) ································108
5.1.2 包裝文字內(nèi)容 ································111
5.1.3 包裝文字編排 ································113
5.2 包裝圖形設(shè)計 ·································113
5.2.1 包裝圖形內(nèi)容 ································114
5.2.2 包裝圖形的表現(xiàn) ·······························117
5.2.3 包裝圖形設(shè)計的原則 ·····························125
5.3 包裝色彩設(shè)計 ·································125
5.3.1 包裝色彩的心理感覺應(yīng)用 ···························125
5.3.2 包裝色彩的功能 ·······························128
5.3.3 包裝色彩的特性 ·······························128
5.3.4 包裝色彩應(yīng)用的規(guī)律 ·····························130
案例分析 ·····································130
作品點(diǎn)評 ·····································131
課后練習(xí) ·····································135
第六章 包裝設(shè)計印刷工藝 ·····························139
6.1 印前處理 ···································140
6.1.1 印刷基本流程 ································140
6.1.2 制版制作基本設(shè)置 ······························141
6.2 印刷相關(guān)知識 ·································143
6.2.1 印刷工藝 ··································143
6.2.2 印刷種類 ··································146
案例分析 ·····································149
作品點(diǎn)評 ·····································155
課后練習(xí) ·····································157
參考文獻(xiàn) ·····································161

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