上海烟草集团卷烟包装视觉传达设计的现状研究及发展趋势探讨上海烟草集团卷烟包装视觉传达设计的现状研究与发展趋势探讨摘 要 中国目前有3.5亿烟民，有2000万人从事烟草相关行业。据初步统计，国内卷烟年均消费量为3600万箱，这意味着每年要消耗900亿个卷烟小盒和大量的包装材料1。上海烟草集团作为中国的四大烟草集团之一，其卷烟包装的视觉传达设计具有一定的代表性。卷烟包装的视觉传达设计是以文字、图形、色彩为基本要素的艺术设计，是识别卷烟品牌最直观的标志，其外观能给消费者以明确的产品质量、档次和特色的意象。包装的优劣将直接影响消费者对产品的印象和评价，从而影响消费者的购买行为，也是企业树立品牌形象，扩大影响，宣传企业文化的最有效方法之一。据国外统计资料显示，5060的消费者是受商品包装影响而对商品产生购买欲望的2。此外，卷烟包装的视觉传达设计在精神文化领域以其独特的艺术魅力影响着人们的感情和观念。在相关法律严格限制下，卷烟包装除了商品的保护等基本物理特性外，商品陈列、展示的广告特性得到了极致的发挥，目前使用在卷烟包装上的印刷技术仅次于人民币和有价证卷，中国卷烟包装印刷之精美已成为国际同行赞叹不已的事实，但是这也造成了过度包装和缺乏人性化和个性化等问题。中国烟标正成为越来越多国内外烟标收藏者追逐的佳品。卷烟包装因受众多因素制约，涉及国家相关法律法规、材料、印刷技术以及烟草消费的特殊心理等多方面的因素使卷烟包装的视觉传达设计有显著的特殊性。本文从色彩、文字、图形三个方面描述上海卷烟集团卷烟包装的视觉传达设计现状特点，并说明烟草消费特殊心理、材料和印刷工艺对卷烟包装视觉传达设计的影响。最后从法律法规的要求、人性化、系列化、环保、民族化和动态包装六个方面探讨了卷烟包装视觉传达设计的现状和趋势。本文创新点主要有：a.探索上烟集团文字设计本土文化的内涵，从书法的视角找出传统文化与品牌个性的结合点，研究运用汉字进行卷烟包装设计的特性，并从民族文化心理角度探求上烟集团端庄平衡的图形构图的根源。b. 从区域文化，尼古丁肉体精神成瘾性，传统文化背景三个角度探讨卷烟消费心理特点对卷烟包装视觉传达设计影响。c. 在国内外绿色设计和人性化设计的大趋势下，在品牌意识加强和相关烟草法律和法规逐渐严格的环境下，从民族化、消费心理、品牌系列化和动态包装角度探讨卷烟包装视觉传达设计发展趋势。 关键词: 文字，图形，色彩，包装趋势，品牌，视觉传达SHANGHAI TOBACCO GROUP CIGARETTE PACKAGING VISUAL COMMUNICATION DESIGN CURRENT SITUATION STUDIE AND DEVELOPING TREND INVESTIGATION AND DISCUSSION ABSTRUCTThere is 350 million cigarette people in China at present, Have 20 million people be engaged in tobacco relevance industry. According to first steps statistics, the annual equal cigarette amount of consumption is 36 million boxes in China. Tt implies needing to abandon 90 billion cigarette caskets large amount of wrapping material every year 1. Shanghai tobacco Corp. is one of Chinese 4-big tobacco Corp., The cigarette packaging design having certain representativeness. Characters , graphic , color as basic key element in cigarette packaging visual communication design to distinguish the most penetrating cigarette brand sign, Whose outward appearance can give consumer product quality , grade and the characteristic clear and definite. Superior or inferior rank packing will have direct impact to the consumer impression to the product and estimates, then affecting consumers purchase behavior，be also sets up the brand image, expand effect, Propagate the most effective corporate culture method. Data display , 5060 %s consumers are to being affected producing to the commodity purchase by the commodity packaging 2. by the commodity packaging according to abroads statistics. Cigarette package design communicates affection and concept designing that the field is affecting people with whose unique art charm in spirit culture besides. The cigarette is packed except the commodity fundamental physics characteristic property such as pretending and protecting, that the commodity display , the advertisement characteristic property showing have also got the extreme bringing into play , the printing technology packaging going ahead in cigarette to be next only to RMB and the valuable bill affairs at present . The Chinese cigarette package is becoming the more and more cigarette package collecting the good thing that person runs after. But, this has also brought about problem such as packing and being short of personalization and excessive packaging .Because the person accepts a lot of factors restrict, relate to country relevance laws, material, printing technology and peculiar mentality make cigarette package design have notable particularity.The main body of this thesis have three aspect describes that Shanghai cigarette Corp. packs communication design in the current situation designing from the color , characters , graphic and characteristic, And explain that tobacco consumes peculiar mentality , material and the handicraft printing communicate the effect designing in the cigarette package. Finally from laws and statutes request, personalization, seriation , environmental protection , nationalization and development having discussed the current situation and trend that the cigarette package communication design. The point in this thesis being innovative has mainly: A. Have probed cigarette Corp. characters design and the local culture connotation, The visual angle from calligraphy finds out tradition culture and brand individuality binding site, Study the Chinese character applying in the cigarette package designs, and from national culture mentality sought Balance picture composition in cigarette Corp. cigarette package design. B. Comply with area culture, Nicotine in the human body and spirit habituation, tradition culture background to discuss the cigarette consumption mentality characteristic designing effect to cigarette package visual communication design. C. In home and abroad, green design and personalization design is the general trend, environment gradually harsh in relevance tobacco laws and statutes and the brand is aware of a sharpening, from nationalization ,consuming mentality , the brand seriation, dynamic package angle investigation and discussion cigare