Research On Product Packaging Design From Image Narrative Angle

With the arrival of the "view era ",people accept and transmit information in more and more ways as the use of images,and images in contemporary culture more and more assume the function of narration.Now,all kinds of products on the market packaging emerge in endlessly,consumers have long been used to active recommended consumption.As the main medium of packaging and transmitting information,image can effectively transmit product information,enhance consumers’ emotional experience of brand and enhance consumers’ desire to buy by visual reproduction of stories to be told.The packaging design under the angle of image narration caters to the consumption concept of the current audience,which is undoubtedly a new idea for the current product packaging design.Based on the concept and characteristics of image narrative,this paper makes clear the essence and performance characteristics of product packaging design from the perspective of image narrative,and analyzes the key of image narrative intervention in product packaging design.On this basis,the realization of product packaging design from the perspective of image narration is studied,including the theme mining of condensed product concept,the situational shaping that causes emotional resonance,the construction of visual-oriented plot setting and the visual presentation of reproducing narrative scene,etc.,to establish the theoretical basis for the development of design practice.Finally,taking the product packaging of Nanjing new tea brand "pick up three tea" as the design object,this paper analyzes the problems and advantages of its existing packaging by means of questionnaire investigation,and clarifies the packaging design orientation and design elements of "pick up three tea" products.This paper discusses the product packaging design from the angle of image narration,on the basis of realizing the basic function of product packaging,fully displays the brand characteristics and brand culture,and makes the product packaging transfer more real and vivid product information.While enhancing the interest of product packaging,the distance between packaging and consumers is narrowed,which makes it resonate emotionally,thus enhancing the competitiveness of current product packaging.This thesis has 98 pictures,2 tables and 80 references.