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针对我国金箔衍生品包装设计长期停滞不前的局面,文章从文字设计方面寻求创新,以期为“非遗”衍生品的包装设计提供创新方向。基于文字设计直接表现的设计原则,作者主张文字设计应突出品牌形象,通过文字设计中的直接表现法更新老旧设计,突出金箔衍生品的特征,以实现对品牌形象的重新塑造。
In view of the long-term stagnancy of the gold foil derivatives packaging design in our country, the article seeks for innovation from the aspect of character design, in the hope of providing an innovative direction for the package design of “non-heritage” derivatives. Based on the direct design principles of text design, the author argues that text design should emphasize the brand image, update the old design through the direct expression method in text design, and highlight the characteristics of gold foil derivatives so as to re-shape the brand image.