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为创造出具有现代审美价值,中西交融的月饼包装设计向世界传递着东方文化特有的民族文化内涵和审美体验。文章从合理运用中国传统元素、准确把握色彩的情感、表现自然概念的工艺和树立统一视觉品牌的形象等视觉设计策略进行探讨。月饼包装设计需要进一步与时俱进,在保留本土文化特点的同时吸纳外来文化中的优点,实现改变创新及可持续发展。使之成为推介月饼、引导消费、弘扬民族文化的重要手段和媒介。
In order to create a modern moon cake packaging design that integrates Chinese and Western cultures, it conveys to the world the unique cultural connotation and aesthetic experience of the oriental culture. This article discusses the visual design strategies such as the rational use of traditional Chinese elements, the accurate grasping of color emotions, the process of expressing natural concepts and the establishment of a unified visual brand image. Moon cake packaging design needs to be further advancing with the times, while preserving the local cultural characteristics of foreign cultures to absorb the advantages of change and innovation and sustainable development. Making it an important means and medium for promoting moon cakes, guiding consumption and carrying forward national culture.