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1、卡通形象在儿童产品包装设计中的应用研究 河南大学硕士学位论文卡通形象在儿童产品包装设计中的应用研究姓名：张备申请学位级别：硕士专业：设计艺术学指导教师：倪凤祥2011-05I摘 要 本文从分析不同年龄段儿童的心理特征开始，对他们的审美需求进行了探索性的分析与研究。得出在儿童产品包装设计中运用卡通形象，符合了儿童的审美心理需求这一结论。正是因为儿童对卡通形象的青睐，再加上儿童消费心理特征中的模仿性，他们渴望在书上看到的或者在电视上看到的卡通形象，在自己的日常生活中也能看到，并且产生强烈的占有欲望。这也正是卡通形象应用在儿童包装设计会获得成功的原因所在。 本文从卡通形象在儿童产品包装设计中应用的现
2、状以及存在的问题入手，探讨了卡通形象在儿童产品包装设计中的应用形式、可实施性，以及在应用中存在的诸多问题，针对儿童包装设计中如何更好的应用卡通形象，使其达到更好地效果,提出了自己朴拙的看法。文章对卡通形象在儿童包装设计领域中应用成功的实例，进行了重点地分析和论证，试图从中找到卡通形象应用在儿童包装设计中承载的诱导功能与独特的审美效果，进而提升儿童产品包装设计水平。 全文分六个部分： 第一部分:绪论。阐述了课题的研究背景和意义，以及论文选题相关文献总述和本文的创新点、本文的研究方法。第二部分：儿童对卡通形象审美接受的消费心理分析。分别从卡通形象的概念和特征、儿童消费群体的心理特征、消费行为特点、
3、儿童对卡通形象审美需求分析这四方面论述。第三部分：卡通形象在儿童产品包装设计应用中的现状分析。首先对卡通形象在儿童产品包装设计中的应用形式进行分析；接着阐述了卡通形象在儿童产品包装设计应用中的可实施性；最后提出卡通形象在儿童产品包装设计应用中存在的问题。第四部分：卡通形象在儿童产品包装设计中的应用策略。结合成功的实例从发展民族化应用经典卡通形象、稳抓时机应用热播的卡通形象、勇于开拓应用全心创造的卡通形象这三个方面进行全面分析论述。第五部分：卡通形象在儿童产品包装设计中的创新理念与具体措施。提出自己的建议：不断完善卡通形象的文化构成和象征意义； 充分利用卡通形象自身特点来吸引儿童眼球；注重线下传
4、播，全方位展现卡通形象的魅力。第六部分：结语。卡通形象在儿童包装设计的II应用并不是一件简单的事情，不仅仅流于外在形象的选择上，而是要考虑企业的特点、儿童消费者心理、社会历史背景、时代特征等因素。只有综合分析了这些因素，才能够真正地灵活应用。品牌理念下的卡通形象的选择并不是一成不变的，要根据时代的发展趋势和儿童消费者的欣赏口味变化来进行一定的更新设计，只有符合时代的发展和消费者口味的，才能真正被儿童消费者所接受，而只有得到儿童消费群体认可并被接受的包装设计才能取得最终的成功。关键词：卡通形象，儿童，包装设计，应用，消费心理 IIIAbstract This paper begins with
5、the psychological characteristics of children in different ages, and conducts tentative analysis and research towards their aesthetic demands. It comes to a conclusion that the employment of cartoon images in the package can absolutely meet the childrens aesthetic demandsBecause of the childrens pre
6、ference to cartoon images and their imitation in their psychological characters during consumption, they are eager to see the cartoon images appeared in books theyve read or television theyve watched. They want to see them in their daily life and have a strong desire of owning them. That explains wh
7、y the application of cartoon images in package designs of childrens products wins enormous success This paper starts with the current situation of the application of cartoon images in the package design of childrens products and the present problems, discusses the application form and feasibility of
8、 these cartoon images and the problems. Meanwhile, the present writer puts forwards her views towards the application of cartoon images in childrens products in order to have better effect. Besides, this paper analyzes the successful examples of the application of cartoon images, intending to find t
9、he inductive function contained in the application of cartoon images and improving the level of the package design of childrens productsThis thesis falls into six partsPart one is the introduction. It includes the research background, the research meanings, literature view, and the methodology. Part
10、 two gives an analysis of the childrens psychology during their consumption. The analysis will be done from four aspects, namely, the concepts and characteristics of cartoon images, the psychological character of children, their behavioral character, and their aesthetic demands for cartoon images. P
11、art three focuses on the application of cartoon images in the package design of childrens products. To begin with, it analyzes the forms of the application. Then, it discusses the feasibility of the application. At last, it puts forwards the problems existed in the application. Part four is about th
12、e strategy in the successful applications of cartoon images in the package design of childrens products, which consists of the application of classical cartoon images according to the development ofIVnation, the applications of the popular cartoon images, and the applications of creative cartoon ima
13、ges. Part five deals with the creative ideas and concrete measures in the application of cartoon images in the package design of the childrens product. The present writer puts forwards her suggestions that the cultural components and symbolic meanings of the cartoon images should be gradually improv
14、ed; cartoon images should make full use of its characters to draw the childrens attention, and pay attention to offline promotion to fully display the charm of cartoon images. Part six is the conclusion. The application of cartoon images in the package design of the childrens products is not an easy
15、 thing. It should not be done superficially, but should take the character of the enterprises, the psychology of the consumers, the social and historical background, and the character of the era into consideration. Only be analyzing these elements can the cartoon images be used flexibly. The choice of the cartoon images should not be unchanged, but conforms to the development tendency of the time and the shift of the consumers taste. Only by doing this can the cartoon images be accepted by the consumer and the acceptance of the children as the consumer group means the ultimate success of th
