包装教学与设计

20世纪的包装设计艺术为变革人类文明作出了不可替代的贡献，各式包装新颖的产品进入千家万户，满足和提高了人们物质和精神的要求。这几年随着改革开放不断深入，产品包装越来越受到生产厂家的重视和消费者的青睐，“佛要金装，人要衣装”已成了厂家占领市场竞争取胜的主要手段。在现代生活中，包装设计已经与人们的日常生活紧密联系在一起。包装是经济发展不可缺少的一部分，如果没有包装，生产效益将不能提高，商品的运输也会受到很大的限制。包装对于国计民生是十分重要的。法国包装设计家杰克•尤杰氏认为：“包装设计是直接影响销售是否成功的主要因素之一。”21世纪充满了挑战和机遇，能否随着各种挑战做出恰当的回应，将是企业成败的关键。现代科学技术的突飞猛进和社会需求的多样化，使得中国的艺术设计教育直接面临着参与国际竞争并走向国际化、专业化的道路，这将对艺术设计教育的人才培养提出更高的要求。面对以往的教学方法我们必须去思考、调整我们的教学结构，完善具体的课程体系，努力实现理论与实践相结合，不断地探索和发现问题并加以思考和总结，再把这些知识通过科学的方法教授给学生，并注重艺术、技术与人文的交融，努力培养社会需要的高素质专业设计应用型人才。优化学生的知识结构，提高学生的专业素养，是我们责无旁贷的使命和始终值得关注的问题。现代包装设计是一项系统工程，是艺术与科学技术的有机结合。因此，包装设计教学要注重新思维与新方法，既要让学生掌握设计技巧，更要在开发和培养学生思维上下功夫，使学生把学到的知识能真正用到实践中去。本教材的内容希望能够起到抛砖引玉的作用，更多的知识只能让读者在具体的实践中加以体会和认知。

本教材内容涵盖了包装设计课程的基本知识点和技能点，在理论知识与设计实践方面进行了较好的结合。以现代包装设计的视点，结合国际包装设计发展的新趋势，对原有的专业知识结构进行了适当的充实和更新。同时收录的国内外各种类型的包装设计图片是艺术性和商业性完美结合的优秀作品，为各门类的包装设计提供了丰富的范例。相信对大专院校的学生和专业设计人员会有一定的帮助，使他们能够更好地掌握包装设计的基本原理，对于提高设计素养会有一定的指导意义。

本教材最重要的特点是：“用案例带动教学”，旨在突出高职教育所倡导的“工学结合”的教学理念。工学结合是造就高素质技能人才队伍基本培养模式。校企合作是实现工学结合模式的前提条件。打造高素质的技能型人才队伍，离不开职业教育，离不开职业院校，离不开校企合作。只有输出端的职业院校与输入端的企业紧密衔接，职业院校培养出来的劳动者，才能适应企业的岗位需求，受到企业欢迎；只有企业的积极参与，才能让职业院校了解企业的岗位需求和岗位职务能力需求，使职业院校根据企业提出的岗位培养目标设置专业，搞好课程开发，按照企业的要求组织教学活动，为企业培养出高素质的技能型人才。工学结合作为把学习与工作结合在一起的教育模式，决定了学生在教育过程中的主体地位，决定了在教育教学活动中，必须以学生职业技能的掌握为基础。在职业教育人才培养过程中，必须充分利用学校内外两种不同的教育环境与资源，把以课堂为主的学校教育与直接获取实际经验的校外社会实践有机结合起来，贯穿于人才培养的各个环节中，目的是提高学生的综合素质和就业竞争实力。本书以服务社会为宗旨，以社会和企业的需求为出发点，注重将学生的设计思维训练和实践能力训练紧密结合，将真实的设计任务作为商业包装设计专业知识和职业技能的载体，让学生在完成设计任务的过程中学到专业知识、提高职业素质、培养设计能力。本书的教学内容具有弹性空间，教师可根据企业的需要或自身的特长、教学经验，以及学生的爱好、能力等，将教学单元与内容进行适度的增减与调整，使之更符合实际应用的需要，以达到最佳的教学效果。本书可供高等院校，特别是高等职业技术院校艺术设计类专业、美术类专业作为教材或教学参考书，也适合作为广大包装设计与管理人员的培训教材，对自学者亦有重要的参考

价值。

本教材由卜一平担任主编，蔡世新、魏琼靓、刘浩然、刘丽琼担任副主编。具体分工如下：卜一平编写了第一章和第六章；蔡世新编写了第二章；刘浩然编写了第三章；刘丽琼编写了第四章；魏琼靓编写了第五章，另外，何佳怡、孙长军、李晓娇、邓芳、王洋、聂婷也参加了部分章节的编写。全书由卜一平统稿，杜文洁审阅全书。由于作者水平有限，书中内容难免有疏漏之处，恳请各相关院校和读者在使用本教材的过程中予以关注，并及时将好的建议和思路反馈给我们，我们将不胜感激。

编者

2010年10月

前言
第一章 包装设计概述 ···················· ··· ·······1
1.1 包装的发展历史 ································2
1.1.1 中西方包装的起源 ······························4
1.1.2 中西方包装的发展 ······························4
1.2 包装的定义和功能 ·······························5
1.2.1 包装的定义 ·································6
1.2.2 包装的功能 ·································6
1.3 包装的分类和民族特点 ·····························10
1.3.1 包装的多种分类方法 ·····························10
1.3.2 包装的风格流派 ·······························12
1.4 包装的发展趋势 ································19
1.4.1 绿色环保包装 ································20
1.4.2 概念包装设计 ································23
课后练习 ·····································24
第二章 包装设计流程 ·······························27
2.1 市场调研 ···································28
2.1.1 市场调研的意义与目的 ····························28
2.1.2 市场调研设计 ································29
2.1.3 市场调研的具体内容 ····························29
2.1.4 实施市场调研 ································29
2.1.5 调查分析、量化、预测 ····························29
2.2 市场定位 ···································30
2.2.1 产品定位 ··································30
2.2.2 品牌定位 ··································32
2.2.3 文案定位 ··································34
2.2.4 产品有联系的形象定位 ····························35
2.2.5 象征性定位 ·································35
2.2.6 礼品性定位 ·································36
2.2.7 纪念性定位 ·································36
2.2.8 造型定位 ··································36
2.2.9 以消费对象定位 ·······························38
2.2.10 故事情节定位 ·······························40
案例分析 ·····································41
课后练习 ····································42
第三章 包装设计材料 ·······························43
3.1 纸包装 ····································44
3.1.1 纸张特性及历史 ·······························44
3.1.2 纸包装分类及典型应用 ····························45
3.1.3 纸制品包装印刷工艺 ·····························48
3.1.4 纸张规格 ··································49
3.2 金属材料包装 ·································50
3.2.1 金属特性 ··································51
3.2.2 金属材料分类 ································51
3.2.3 金属加工工艺及特点 ·····························56
3.3 塑料材料包装 ·································57
3.3.1 塑料特性 ··································57
3.3.2 塑料分类 ··································59
3.3.3 塑料成型工艺 ································60
3.4 玻璃材料包装 ·································61
3.4.1 玻璃特性及历史 ·······························61
3.4.2 玻璃包装容器分类 ······························62
3.4.3 玻璃加工工艺及特点 ·····························63
3.5 其他材料包装 ·································63
案例分析 ·····································66
作品点评 ·····································67
课后练习 ·····································69
第四章 包装设计造型结构 ·····························71
4.1 包装造型设计 ·································72
4.1.1 包装造型的功能性要素 ····························72
4.1.2 包装结构的类型 ·······························73
4.1.3 容器造型设计原则及情感特性 ·························81
4.1.4 设计的步骤 ·································84
4.2 包装造型设计的艺术规律 ····························87
4.2.1 对比与调和 ·································87
4.2.2 变化与统一 ·································88
4.2.3 重复与呼应 ·································88
4.2.4 节奏与韵律 ·································88
4.2.5 比拟与尺度 ·································88
4.3 常见纸包装的结构设计 ·····························91
4.3.1 纸包装的分类 ································91
4.3.2 纸包装结构设计 ·······························91
案例分析 ·····································102
作品点评 ·····································104
课后练习 ·····································106
第五章 包装设计视觉元素 ·····························107
5.1 包装文字设计 ·································108
5.1.1 文字艺术特点 ································108
5.1.2 包装文字内容 ································111
5.1.3 包装文字编排 ································113
5.2 包装图形设计 ·································113
5.2.1 包装图形内容 ································114
5.2.2 包装图形的表现 ·······························117
5.2.3 包装图形设计的原则 ·····························125
5.3 包装色彩设计 ·································125
5.3.1 包装色彩的心理感觉应用 ···························125
5.3.2 包装色彩的功能 ·······························128
5.3.3 包装色彩的特性 ·······························128
5.3.4 包装色彩应用的规律 ·····························130
案例分析 ·····································130
作品点评 ·····································131
课后练习 ·····································135
第六章 包装设计印刷工艺 ·····························139
6.1 印前处理 ···································140
6.1.1 印刷基本流程 ································140
6.1.2 制版制作基本设置 ······························141
6.2 印刷相关知识 ·································143
6.2.1 印刷工艺 ··································143
6.2.2 印刷种类 ··································146
案例分析 ·····································149
作品点评 ·····································155
课后练习 ·····································157
参考文献 ·····································161

1. 花时间 我的第一堂花艺课：花束包装与制作篇 [《花时间》编辑部]
2. 包装设计项目教学 [主 编 吕航]
3. 包装制作 [丁剑超 王剑白 主编]
4. 包装设计 [丁剑超 王剑白 主编]
5. Photoshop CS2包装设计全实录 [胥志伟 王宁 等编著]
6. 物流包装作业与管理 [张理 编著]