内容 5引言 8一、对包装的理解和分析 9（一） 、包装设计的概念 9（二） 、包装设计意义 9二、市场调查 10（一）稻香村历史背景 10（二）企业理念 10（三）市场定位 10三、设计定位 11四、具体实现 12五、小结 16谢辞 17参考文献 18内容包装与设计,是一门系统性地综合应用了大量的自然科学和艺术美学知识,为在促使商品顺利流通的过程中能够更好地保护其商品,并有效地推动其商品的生产与销售所必须要开设的一门专业技术学科。随着近年来我国市场经济的健康可持续发展,消费者对于商品包装的偏爱和喜新厌旧,及对于产品的一种全新理解和认识,都直接关系到包装设计工作的与时俱进,创新性是包装设计工作的精神和灵魂,更是推动包装设计工作者和企业健康生存和发展的基础和核心能力。消费者也不再单纯地只满足于自己的口味给人带来的愉悦,而是努力追求自己更高级别的品质,更被美轮美毂的外观和内饰所吸引,所诱惑。因此想要能够在市场中脱颖而出,一个好的产品包装设计尤其重要。稻香村作为底蕴深厚的"中国文字符号",不仅仅要追求稻香村特色的糕点,对于包装的要求也越来越高。包装品牌设计从企业产品的品牌商标,图案,色彩,造型等元素组合以及构成各个元素的设计角度上来出发进行入手,遵循了包装品牌设计的一些重要基本原理,使各种企业包装品牌设计中的元素可以进行有机协调和相互搭配,相得益彰,以此结合来最终取得最佳的企业包装品牌设计方案。
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Abstract
Packaging and design, is a systematic and comprehensive application of a large number of natural science and art aesthetic knowledge, in order to promote the smooth circulation of goods in the process of better protection of their goods, and effectively promote the production and marketing of its goods must be set up by a professional technical disciplines. *景先生毕设|www.jxszl.com +Q: @351916072@ 

With the healthy and sustainable development of Chinas market economy in recent years, consumerspreference for commodity packaging and their preference for new and old products, as well as a new understanding and understanding of products, are directly related to the development of packaging design work with the Times, innovation is the spirit and soul of packaging design, and the basis and core ability to promote the healthy survival and development of packaging designers and enterprises. Consumers are no longer simply satisfied with their own taste to bring pleasure, but strive to pursue their higher quality, more beautiful hub appearance and interior attracted by the temptation. Therefore, to be able to stand out in the market, a good product packaging design is particularly important. Daoxiang village as a profound "Chinese character symbol" , not only to pursue the characteristics of Daoxiang village cakes, packaging requirements are increasingly high.
The packaging brand design starts from the design angle of the brand trademark, the pattern, the color, the modelling and so on element combination of the enterprise product as well as constitutes each element, has followed some important basic principles of the packaging brand design, so that all kinds of enterprise packaging brand design elements can be organic coordination and mutual collocation, complement each other, thus combining to achieve the best enterprise packaging brand design.
Key words: Food Packaging, Packaging design
引言
包装设计是一门系统性地综合应用了大量的自然科学和艺术等美学知识,为在促使商品顺利流通的过程中能够更好地保护商品,并有效地推动商品的生产与销售所必须开设的一门专业技术课程。其主要内容有:包装造型设计、包装结构设计和包装装潢设计。
随着时代的变迁和新的消费需求的出现,苏州稻香村的生产技艺在几代传承人的传承中不断更新和提高,使得古老的方法更加现代化。为了满足更多年轻顾客的需求,苏州稻香村在传统产品系列之外,开发了一系列创新的复合产品,即在传统和创新之间寻找平衡,使产品在保留传统工艺的同时适应当代消费者的要求,调整口味、形状和包装,使传统糕点在古老的魅力中焕发青春。
产品的包装和设计符合现代社会的文明。在我国社会的发展过程中,人们对于包装技术的认知逐渐增强。稻香村是苏州的老字号品牌,包装过于陈旧,缺少特色,容易被人遗忘,无法产生深刻印象,影响了产品的竞争力,所以寻求产品特色,设计出凸显产品特色的创新包装设计。
一、对包装的理解和分析

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