臺灣節氣意象伴手禮概念包裝設計創作

Design and creativity for the concept packing of the gift of solar term image in Taiwan

吳振榮(Cheng-Jung Wu)

指導教授 ： 趙樹人

國立臺中科技大學/設計與語文學院/商業設計系碩士班/碩士(2012年)

https://doi.org/10.6826/NUTC.2012.00006

摘要

節氣之內涵與曆法經觀察仍然在自然的生活脈絡裡，儘管被人們忽略與遺忘，但季節更迭所帶來當令季節之美仍然存在，說明著華人節氣文化的彌足珍貴。
臺灣自然資源豐富，相關城鎮均有豐富農特產，其具有文化創意產業之推廣價值，本創作以節氣之文化概念為精神本體與臺灣農特產結合，以臺灣在地節氣當令元素，利用發現與整合創作出富含華人節氣概念之臺灣伴手禮包裝，藉此呈現在地節氣意象，將傳統文化賦予新生命與創造力，也傳達對於節氣文化之意象形繪與在地風光美好呈現。
在創作過程中先以節氣相關文獻進行內容分析，了解節氣之文化價值與社會之關聯，並透過相關文本深究其文化意象之關聯，再針對現有之臺灣伴手禮包裝行個案研究，探討其包裝設計趨勢並透過相關文獻針對其設計屬性進行分析與歸納，再將其結論歸納為創作依據，最終將設計創作帶入展演規劃，藉展演活動驗證創作研究成果，希望在相關文獻的支撐下提升創作深度，同時針對臺灣鄉鎮彙整各城鄉農特產與節氣相關產季整合連結，藉此將文化透過城鎮行銷，希冀透過具有文化意象之概念包裝將傳統文化活化，進而達成與觀者間的共鳴與認同。

關鍵字

意向 ； 文化商品 ； 節氣 ； 伴手禮 ； 包裝

並列摘要

It is observed that the content and calendar of solar term still exists in the natural living track. Although it is usually neglected and forgotten by people, yet the beauty of the current season brought about by seasonable change still exits, which proves the previous value for the existence of Chinese culture of solar term. Taiwan has very rich natural resources, and related towns have their own rich agricultural special products too, hence, the promotional value of cultural creative industry does exist. In this paper, the cultural concept of solar term is taken as the main spiritual body to be associated with the agricultural special product of Taiwan. The local solar term element in Taiwan is taken and discovery and integration technique is used to create Taiwan’s gift packing that is rich in the solar term concept of Chinese people, by doing so, the local solar term image is displayed, and traditional culture is given with new life and creativity. In the mean time, the image drafting on the solar term culture is conveyed, and the local scenery is also beautifully displayed.
During the creativity process, content analysis is done first on the literature related to solar term so as to understand the cultural value and social correlation of the solar term. Moreover, through related literature, the correlation of the cultural image was studied in depth. Furthermore, case study was performed on the existed Taiwan gift packing to investigate the packing design trend. Through the use of related literature, the design attributes were analyzed and summarized, finally, the conclusions were summarized into basis for creativity, and eventually, the design creativity was brought
into the exhibition planning. In other words, exhibition activity was used to verify the creativity and research result. It is hoped that under the support of related literature, the creativity depth can be enhanced. Moreover, for so many Taiwan’s towns and villages, the agricultural special product of each town or village will be summarized to be integrated and linked with the growing season related to solar term, and it is believed that by doing so, culture marketing can be accomplished through town and village. It is hoped that through concept packing with cultural image, the traditional culture can be activated, and the resonance and recognition to the viewers can then be achieved.

並列關鍵字

image ； cultural goods ； solar term ； gift ； packing

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