摘要
目的旅游食品的包装设计往往能反映和提升城市的文化和内涵。澳门作为东西方文化交流的重镇,城市形象尤为突出。以澳门旅游食品为研究主体,探究城市形象在旅游食品包装设计中的途径与策略,有利于增强旅游食品包装的独特性、地域性、文化性,提升旅游食品的附加值,传播城市形象。方法以澳门旅游食品包装设计为出发点,结合城市形象传播理论分析其旅游食品及旅游食品业的发展,从文化遗产、民间手工艺、博彩、节庆赛事等经典城市形象入手,引申出对旅游食品包装色彩、视觉符号、语言文字、设计风格的四个维度探讨,明确旅游食品包装设计在城市形象传播中的定位和发展。结论城市形象传播视域下的澳门旅游食品包装设计对于推广城市形象,提升旅游食品的独特性和文化性,促进旅游食品业的适度多元化发展,具有重要意义。
The packaging design of tourism food can often reflect and enhance the culture and connotation of a city.As an important city for cultural exchanges between the East and the West,Macao has a particularly prominent city image.Taking Macao tourism food as the research subject,exploring the ways and strategies of city image in Macao tourism food packaging design will help enhance the uniqueness,regionality and culture of Macao tourism food packaging,enhance the added value of tourism food,and spread city image.Starting from the packaging design of Macao tourism food,combined with the theory of city image communication,the development of Macao tourism food and tourism food industry was analyzed.Starting from the classic city image of cultural heritage,folk handicrafts,casinos,festivals,etc.,the four dimensions of food packaging color,visual symbols,language and writing,and design style were discussed to clarify the positioning and development of tourism food packaging design in the spread of the city image.The packaging design of Macao tourism food from the perspective of city image communication is of great significance to promote the city image,enhance the uniqueness and culture of tourism food,and promote the appropriate diversification of the tourism food industry.
作者
李逸轩
王伯勋
LI Yi-xuan;WANG Bo-xun(Faculty of Innovation and Design,City University of Macao,Macao 999078,China)
出处
《包装工程》
CAS
北大核心
2020年第24期330-336,共7页
Packaging Engineering
