包邮包装设计-赠送电子课件

目录第1章 包装设计概述 .............................11.1　包装的定义及发展................................................41.1.1　包装的定义 ..............................................41.1.2　包装设计 ..................................................41.1.3　包装的发展 ..............................................51.2　包装的功能............................................................71.2.1　保护功能 ..................................................71.2.2　销售功能 ..................................................91.2.3　便利功能 ..................................................91.3　包装的分类..........................................................111.3.1　按包装材料分类 ....................................111.3.2　按包装容器分类 ....................................111.3.3　按包装技术分类 ....................................121.3.4　按商品形态分类 ....................................121.3.5　按包装产业分类 ....................................131.3.6　按包装目的分类 ....................................131.3.7　按商品档次分类 ....................................131.3.8　按使用方式分类 ....................................131.4　包装材料分析......................................................141.4.1　纸基材料 ................................................141.4.2　玻璃 ........................................................171.4.3　塑料 ........................................................181.4.4　金属 ........................................................191.4.5　复合材料 ................................................19第2章 包装设计策略 ...........................212.1　品牌形象策略......................................................232.2　包装更新策略......................................................252.2.1　剧变式 ....................................................252.2.2　改良式 ....................................................252.2.3　渐变式 ....................................................262.3　绿色包装策略......................................................272.3.1　绿色包装材料策略 ................................282.3.2　减量包装策略 ........................................302.3.3　复用包装策略 ........................................312.4　跨界设计与包装..................................................322.5　包装促销策略......................................................342.5.1　便利性包装策略 ....................................342.5.2　配套包装策略 ........................................352.5.3　附赠品包装策略 ....................................36第3章 包装设计方法 ...........................393.1　包装设计流程......................................................433.1.1　前期准备 ................................................433.1.2　创意设计 ................................................443.1.3　沟通修改 ................................................463.1.4　制作完稿 ................................................463.1.5　市场反馈 ................................................463.1.6　整理归档 ................................................463.2　包装设计的定位..................................................473.2.1　品牌定位 ................................................473.2.2　产品定位 ................................................473.2.3　消费者定位 ............................................523.3　包装设计的创意..................................................553.3.1 直接展示 ................................................553.3.2　联想 ........................................................563.3.3　比喻 ........................................................573.3.4　象征 ........................................................573.3.5　幽默 ........................................................573.3.6　夸张 ........................................................583.3.7　逆向思维 ................................................58第4章 包装设计的立体要素 ................634.1　容器造型设计......................................................664.1.1　容器造型设计的原则 ............................664.1.2　容器造型设计的构思 ............................684.1.3　容器造型设计的步骤及方法 ................724.2　纸容器造型设计..................................................744.2.1　纸容器的基本形态 ................................744.2.2　纸盒的基本结构 ....................................754.2.3 纸盒设计的基本要求 ............................774.2.4 　纸盒的设计方法....................................78 第5章包装设计的平面要素................ 89 5.1 　包装图形设计......................................................94 5.1.1 　包装图形的种类....................................94 5.1.2 　包装图形的表现形式............................98 5.1.3 　包装图形的设计原则..........................100 5.2 　包装色彩设计....................................................101 5.2.1 　包装色彩的感性设计..........................101 5.2.2 　包装色彩的理性设计——对比与调和...................................104 5.2.3 　包装色彩设计原则..............................105 5.3 　包装文字设计....................................................108 5.3.1 　包装文字的种类..................................109 5.3.2 　包装文字的设计应用..........................110 5.4 　包装版式设计....................................................113 5.4.1 　版式设计的设计方法..........................113 5.4.2 　版式设计的形式原理..........................115 第6章包装设计实践..........................119 6.1 　食品包装设计....................................................124 6.2 　化妆品包装设计................................................131 6.3 　药品包装设计....................................................136 6.4 　礼品包装设计....................................................140 第7章包装设计制作实践.................. 145 7.1 　包装设计与计算机软件....................................154 7.1.1 　adobe photoshop..................................154 7.1.2 　adobe illustrator ...................................155 7.2 　实例解析包装设计制作....................................155 参考文献............................................ 188