水溶包装洗涤剂包装图像元素视觉特征分析与设计

doi:10.3969/j.issn.2097-2806.2024.01.013

摘要/Abstract

摘要：

图像是包装设计视觉传达的关键元素。为更好地实现水溶包装洗涤剂包装设计功能，针对水溶包装洗涤剂包装图像元素展开视觉特征分析与设计。水溶包装洗涤剂包装中的图像元素主要表现方式分为：以绘画、摄影为制作与传播基础的具象图像元素，利用点、线、面的创新排列而成的抽象图像元素两种。包装研究与应用的主要目的是保护洗涤剂在运输与销售过程中的安全性，并集中呈现洗涤剂的相关信息，通过分析水溶包装洗涤剂包装图像元素的引人性、解析性、回忆性等视觉特征，提升设计人员获取水溶包装洗涤剂购买者心理感受的准确性，同时结合形态、色彩联想与文字情感等设计方向，提升水溶包装洗涤剂包装设计的信息传达功能。

关键词: 水溶包装, 洗涤剂, 图像元素, 视觉特征, 具象与抽象, 心理感受

Abstract:

Image is the key element of visual communication in packaging design. In order to better realize the package design function of water-soluble packaging detergent, visual feature analysis and design were carried out for the image elements of water-soluble packaging detergent package. The main expression methods of image elements in water-soluble packaging detergent package are divided into two types: concrete image elements based on painting and photography for production and dissemination, and abstract image elements using innovation arrangements of points, lines and surfaces. The main purpose of packaging research and application is to protect the safety of detergent in the process of transportation and sales, and focus on presenting the relevant information of detergent. By analyzing the visual characteristics such as humanization, analysis and recall of the image elements of water-soluble packaging detergent package, the accuracy of obtaining the psychological feelings of water-soluble packaging detergent buyers by the packaging designers is improved. At the same time, combining the design directions of form, color association and text emotion improves the information communication function of water-soluble packaging detergent package design.

Key words: water-soluble packaging, detergent, image elements, visual features, concrete and abstract, psychological feeling

中图分类号:

TQ423

曾健, 王世红. 水溶包装洗涤剂包装图像元素视觉特征分析与设计[J]. 日用化学工业（中英文）, 2024, 54(1): 95-101.

Jian Zeng, Shihong Wang. Analysis and design of visual characteristics of image elements of water-soluble packagine detergent package[J]. China Surfactant Detergent & Cosmetics, 2024, 54(1): 95-101.

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色彩	色彩情感	色彩联想
色彩	色彩情感	男性	女性
红色	喜庆、热烈、激情、活力、革命、危险	喜庆、革命、火焰	热烈、喜庆
黄色	灿烂、华丽、辉煌、明亮	香蕉	向日葵、希望
绿色	成长、和谐、希望、生命	和平、大山	新鲜、树木
蓝色	冷静、沉稳、专业、稳定、深远	天空、海水	永恒、天空
黑色	阴暗、沉稳、死亡、压抑、未知	死亡、未知	阴暗
白色	纯洁、高尚、朴素、神圣、死亡、清白、和平	朴素、死亡	纯洁、神圣
灰色	沮丧、平凡、孤独、消极、冷酷、拘谨	忧郁、沮丧	孤独、平凡、消极
紫色	高雅、神秘、浪漫、梦幻、尊贵、深沉、忧郁	高贵、深沉	梦幻、神秘