20世紀的包裝設計藝術為變革人類文明作出了不可替代的貢獻，各式包裝新穎的產品進入千家萬戶，滿足和提高了人們物質和精神的要求。這幾年隨著改革開放不斷深入，產品包裝越來越受到生產廠家的重視和消費者的青睞，“佛要金裝，人要衣裝”已成了廠家占領市場競爭取勝的主要手段。在現代生活中，包裝設計已經與人們的日常生活緊密聯系在一起。包裝是經濟發展不可缺少的一部分，如果沒有包裝，生產效益將不能提高，商品的運輸也會受到很大的限制。包裝對于國計民生是十分重要的。法國包裝設計家杰克•尤杰氏認為：“包裝設計是直接影響銷售是否成功的主要因素之一。”21世紀充滿了挑戰和機遇，能否隨著各種挑戰做出恰當的回應，將是企業成敗的關鍵。現代科學技術的突飛猛進和社會需求的多樣化，使得中國的藝術設計教育直接面臨著參與國際競爭并走向國際化、專業化的道路，這將對藝術設計教育的人才培養提出更高的要求。面對以往的教學方法我們必須去思考、調整我們的教學結構，完善具體的課程體系，努力實現理論與實踐相結合，不斷地探索和發現問題并加以思考和總結，再把這些知識通過科學的方法教授給學生，并注重藝術、技術與人文的交融，努力培養社會需要的高素質專業設計應用型人才。優化學生的知識結構，提高學生的專業素養，是我們責無旁貸的使命和始終值得關注的問題。現代包裝設計是一項系統工程，是藝術與科學技術的有機結合。因此，包裝設計教學要注重新思維與新方法，既要讓學生掌握設計技巧，更要在開發和培養學生思維上下功夫，使學生把學到的知識能真正用到實踐中去。本教材的內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知。

本教材內容涵蓋了包裝設計課程的基本知識點和技能點，在理論知識與設計實踐方面進行了較好的結合。以現代包裝設計的視點，結合國際包裝設計發展的新趨勢，對原有的專業知識結構進行了適當的充實和更新。同時收錄的國內外各種類型的包裝設計圖片是藝術性和商業性完美結合的優秀作品，為各門類的包裝設計提供了豐富的范例。相信對大專院校的學生和專業設計人員會有一定的幫助，使他們能夠更好地掌握包裝設計的基本原理，對于提高設計素養會有一定的指導意義。

本教材最重要的特點是：“用案例帶動教學”，旨在突出高職教育所倡導的“工學結合”的教學理念。工學結合是造就高素質技能人才隊伍基本培養模式。校企合作是實現工學結合模式的前提條件。打造高素質的技能型人才隊伍，離不開職業教育，離不開職業院校，離不開校企合作。只有輸出端的職業院校與輸入端的企業緊密銜接，職業院校培養出來的勞動者，才能適應企業的崗位需求，受到企業歡迎；只有企業的積極參與，才能讓職業院校了解企業的崗位需求和崗位職務能力需求，使職業院校根據企業提出的崗位培養目標設置專業，搞好課程開發，按照企業的要求組織教學活動，為企業培養出高素質的技能型人才。工學結合作為把學習與工作結合在一起的教育模式，決定了學生在教育過程中的主體地位，決定了在教育教學活動中，必須以學生職業技能的掌握為基礎。在職業教育人才培養過程中，必須充分利用學校內外兩種不同的教育環境與資源，把以課堂為主的學校教育與直接獲取實際經驗的校外社會實踐有機結合起來，貫穿于人才培養的各個環節中，目的是提高學生的綜合素質和就業競爭實力。本書以服務社會為宗旨，以社會和企業的需求為出發點，注重將學生的設計思維訓練和實踐能力訓練緊密結合，將真實的設計任務作為商業包裝設計專業知識和職業技能的載體，讓學生在完成設計任務的過程中學到專業知識、提高職業素質、培養設計能力。本書的教學內容具有彈性空間，教師可根據企業的需要或自身的特長、教學經驗，以及學生的愛好、能力等，將教學單元與內容進行適度的增減與調整，使之更符合實際應用的需要，以達到最佳的教學效果。本書可供高等院校，特別是高等職業技術院校藝術設計類專業、美術類專業作為教材或教學參考書，也適合作為廣大包裝設計與管理人員的培訓教材，對自學者亦有重要的參考

價值。

本教材由卜一平擔任主編，蔡世新、魏瓊靚、劉浩然、劉麗瓊擔任副主編。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的編寫。全書由卜一平統稿，杜文潔審閱全書。由于作者水平有限，書中內容難免有疏漏之處，懇請各相關院校和讀者在使用本教材的過程中予以關注，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 包裝設計概述 ···················· ··· ·······1
1.1 包裝的發展歷史 ································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 ·····························10
1.3.1 包裝的多種分類方法 ·····························10
1.3.2 包裝的風格流派 ·······························12
1.4 包裝的發展趨勢 ································19
1.4.1 綠色環保包裝 ································20
1.4.2 概念包裝設計 ································23
課后練習 ·····································24
第二章 包裝設計流程 ·······························27
2.1 市場調研 ···································28
2.1.1 市場調研的意義與目的 ····························28
2.1.2 市場調研設計 ································29
2.1.3 市場調研的具體內容 ····························29
2.1.4 實施市場調研 ································29
2.1.5 調查分析、量化、預測 ····························29
2.2 市場定位 ···································30
2.2.1 產品定位 ··································30
2.2.2 品牌定位 ··································32
2.2.3 文案定位 ··································34
2.2.4 產品有聯系的形象定位 ····························35
2.2.5 象征性定位 ·································35
2.2.6 禮品性定位 ·································36
2.2.7 紀念性定位 ·································36
2.2.8 造型定位 ··································36
2.2.9 以消費對象定位 ·······························38
2.2.10 故事情節定位 ·······························40
案例分析 ·····································41
課后練習 ····································42
第三章 包裝設計材料 ·······························43
3.1 紙包裝 ····································44
3.1.1 紙張特性及歷史 ·······························44
3.1.2 紙包裝分類及典型應用 ····························45
3.1.3 紙制品包裝印刷工藝 ·····························48
3.1.4 紙張規格 ··································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 ·····························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 ·····························63
3.5 其他材料包裝 ·································63
案例分析 ·····································66
作品點評 ·····································67
課后練習 ·····································69
第四章 包裝設計造型結構 ·····························71
4.1 包裝造型設計 ·································72
4.1.1 包裝造型的功能性要素 ····························72
4.1.2 包裝結構的類型 ·······························73
4.1.3 容器造型設計原則及情感特性 ·························81
4.1.4 設計的步驟 ·································84
4.2 包裝造型設計的藝術規律 ····························87
4.2.1 對比與調和 ·································87
4.2.2 變化與統一 ·································88
4.2.3 重復與呼應 ·································88
4.2.4 節奏與韻律 ·································88
4.2.5 比擬與尺度 ·································88
4.3 常見紙包裝的結構設計 ·····························91
4.3.1 紙包裝的分類 ································91
4.3.2 紙包裝結構設計 ·······························91
案例分析 ·····································102
作品點評 ·····································104
課后練習 ·····································106
第五章 包裝設計視覺元素 ·····························107
5.1 包裝文字設計 ·································108
5.1.1 文字藝術特點 ································108
5.1.2 包裝文字內容 ································111
5.1.3 包裝文字編排 ································113
5.2 包裝圖形設計 ·································113
5.2.1 包裝圖形內容 ································114
5.2.2 包裝圖形的表現 ·······························117
5.2.3 包裝圖形設計的原則 ·····························125
5.3 包裝色彩設計 ·································125
5.3.1 包裝色彩的心理感覺應用 ···························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 包裝色彩應用的規律 ·····························130
案例分析 ·····································130
作品點評 ·····································131
課后練習 ·····································135
第六章 包裝設計印刷工藝 ·····························139
6.1 印前處理 ···································140
6.1.1 印刷基本流程 ································140
6.1.2 制版制作基本設置 ······························141
6.2 印刷相關知識 ·································143
6.2.1 印刷工藝 ··································143
6.2.2 印刷種類 ··································146
案例分析 ·····································149
作品點評 ·····································155
課后練習 ·····································157
參考文獻 ·····································161

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2. 包裝設計項目教學 [主 編 呂航]
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