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| 題 名 | 漢字書法運用於茶葉包裝商品名設計之研究=Studying the Product Brand Name Design: The Chinese Calligraphy Character Utilizes Tea Packing |
|---|---|
| 作 者 | 陳虹君; 李杉峯; | 書刊名 | 商業設計學報 |
| 卷 期 | 8 2004.07[民93.07] |
| 頁 次 | 頁17-32 |
| 分類號 | 962 |
| 關鍵詞 | 漢字; 書法; 包裝; 茶葉; Chinese character; Calligraphy; Packing; Tea; |
| 語 文 | 中文(Chinese) |
| 中文摘要 | 文字具有直接傳達的功能,在包裝設計的範疇裡,商品名是消費者與商品之間的最佳溝通橋樑,但是商品名除了講求易讀性、美觀性與傳達性之外,其文字本身具有的特質與文化內涵,更值得加以探討。因此,本研究特選定最能代表臺灣本土文化產業的商品--茶葉,以中國漢字為前提,蒐集大賣場所販賣、臺灣出產的罐裝茶葉包裝為主,共42個樣本,探討漢字書法運用於茶葉包裝商品名設計之情況,主要在分析其書體風格運用、排列方式以及整體書寫構成之造形與筆勢,進一步,證實書法體不只是最適合運用在茶葉包裝商品名之字體,同時由於漢字書法本身蘊涵悠久的文化意義,更能賦予茶葉商品更高的人文價值,是本文詮釋的重點。 |
| 英文摘要 | The visual communication-written word is the most direct transmission in the business market. In the packing design category, having a good brand name with a good brand image is the best way to have well communication between the consumer and the company's product. The brand name of the product design is not only emphasizes on the legibility, the artistry and the transmission, also should put more efforts on its special characteristic and the cultural connotation. This research project is going to focus on the product, tea, which can represent Taiwan's traditional culture. The studying is going to focus on the "Tea Can" packing in any sell markets, which will be only selecting the products produce from local tea company in Taiwan. The total of the tea-can packing are 42 samples found from Taiwan's local tea companies. The typeface may divide the calligraphy style and the printing style, mainly in analyzes its calligraphy style utilization, arrange its words order, and its whole product name design. After again further analyzes the comparison, the calligraphy style not only suits the utilization in the tea packing product's brand name design, because of its itself contains cultural significance, it also can entrust with the tea commodity higher humanities value. |
本系統中英文摘要資訊取自各篇刊載內容。