儿童产品包装设计

随着人们对物质文化生活要求的不断提高，产品的品质和形象受到了消费者越来越多的关注。作为产品的重要附件和增值部分，以及最初呈现在消费者面前的产品形象的代表，包装给了人们关于产品的重要的第一印象。因此，在第一时间赢得消费者的好感，是包装设计的重中之重。从某种角度来说，包装甚至具有决定产品命运的重要性。作为儿童产品包装的设计师，我们不仅要考虑到儿童的思维特征与审美特点，还要考虑到他们生活经历少、受教育程度浅，以及渗透着父母们喜好的局限性。所以，儿童产品包装设计在多个方面都具有区别于其他包装设计的特征，在表现形式、表现内容与表现技巧上，均具有独特性，我们需要仔细研究、琢磨。 本书理论结合实例、图文并茂，通过条理清晰、逐层深入的结构，对儿童产品包装的设计原理进行了系统性的讲解，并辅以实践性的指导。本书选取大量国内外设计师和设计机构的当代儿童产品包装设计进行展示，并分享浙江师范大学儿童发展与教育学院课程中优秀的儿童产品包装设计作品，对其进行深入分析与点评，做到了学术性和实用性相结合，具有很强的可借鉴性，使读者能直接从中汲取灵感，释放无限创造力。

第 1 章 儿童产品包装设计概述 ··········································································.1 1.1 包装设计概述 ··········································································································.2 1.1.1 包装的定义 ·······················································································································.3 1.1.2 包装设计的定义 ···············································································································.4 1.1.3 包装的发展简史 ···············································································································.6 1.2 儿童产品包装设计的定义与现状 ········································································.16 1.2.1 儿童产品包装设计的定义 ·····························································································.16 1.2.2 国内儿童产品包装设计的现状 ·····················································································.16 1.3 儿童产品包装设计的发展趋势 ············································································.20 1.3.1 趣味体验 ·························································································································.20 1.3.2 优秀传统文化 ·················································································································.21 1.3.3 智能交互 ·························································································································.22 1.3.4 绿色环保 ·························································································································.23 1.4 拓展阅读书目推荐 ································································································.25 1.5 思考与练习············································································································.25 第 2 章 儿童产品包装的功能与分类 ··································································.26 2.1 儿童产品包装的功能 ····························································································.27 2.1.1 游戏功能 ·························································································································.27 2.1.2 美育功能 ·························································································································.30 2.1.3 认知功能 ·························································································································.32 2.1.4 无障碍功能 ·····················································································································.34 2.1.5 安全功能 ·························································································································.37 2.2 儿童产品包装的分类 ····························································································.39 2.2.1 儿童玩具包装 ·················································································································.39 2.2.2 儿童食品包装 ·················································································································.43 2.2.3 儿童文具包装 ·················································································································.47 2.2.4 儿童服饰包装 ·················································································································.50 2.2.5 儿童日用品包装 ·············································································································.52 儿童产品包装设计 XII 2.3 拓展阅读书目推荐 ································································································.56 2.4 思考与练习············································································································.57 第 3 章 儿童对产品包装的需求特点 ··································································.58 3.1 儿童生理特点 ········································································································.59 3.1.1 身体与动作的发展 ·········································································································.59 3.1.2 肌肉骨骼的生长 ·············································································································.60 3.1.3 身体各系统的发育 ·········································································································.60 3.2 儿童心理特点 ········································································································.62 3.2.1 儿童认知心理发展 ·········································································································.62 3.2.2 儿童情感发展 ·················································································································.68 3.3 儿童性别特点 ········································································································.71 3.4 儿童消费特点 ········································································································.73 3.4.1 儿童的消费心理分析 ·····································································································.73 3.4.2 儿童的消费行为分析 ·····································································································.75 3.5 拓展阅读书目推荐 ································································································.76 3.6 思考与练习············································································································.76 第 4 章 儿童产品包装的设计要素与方法 ····························································.77 4.1 图形的生动与妙用 ································································································.78 4.1.1 儿童对图形的认知 ·········································································································.79 4.1.2 儿童产品包装中的图形表现 ·························································································.79 4.1.3 图形的使用技巧 ·············································································································.84 4.2 文字的易懂与童趣 ································································································.88 4.2.1 儿童对文字的认知 ·········································································································.88 4.2.2 儿童产品包装中的文字表达 ·························································································.88 4.2.3 文字的艺术运用 ·············································································································.91 4.3 色彩的绚丽与夸张 ································································································.95 4.3.1 儿童对色彩的认知 ·········································································································.95 4.3.2 儿童产品包装中的色彩表达 ·························································································.96 4.3.3 色彩的应用方法 ·············································································································.99 4.4 造型的趣味与创新 ······························································································.103 4.4.1 儿童对造型的认知 ·······································································································.103 4.4.2 儿童产品包装中的造型表现 ························································································.104 4.4.3 造型的设计方法 ···········································································································.106 目录 XIII 4.5 材料的环保与科技 ·······························································································.111 4.5.1 儿童对材料的认知 ·······································································································.111 4.5.2 儿童产品包装中的材料表现 ························································································.112 4.5.3 材料的应用方法 ···········································································································.123 4.6 拓展阅读书目推荐 ······························································································.127 4.7 思考与练习··········································································································.127 第 5 章 国内外成功儿童产品包装案例赏析 ························································.128 5.1 动漫主题儿童产品包装案例赏析 ······································································.129 5.1.1 迪士尼的童话世界 ·······································································································.129 5.1.2 哈利·波特的魔法世界 ·······························································································.133 5.1.3 宝可梦的神奇世界 ·······································································································.138 5.1.4 名侦探柯南的推理世界 ·······························································································.141 5.1.5 葫芦兄弟的传统世界 ···································································································.142 5.2 国潮主题儿童产品包装案例赏析 ······································································.143 5.2.1 会动的儿童压岁红包包装 ····························································································.143 5.2.2 儿童榫卯玩具包装 ·······································································································.144 5.2.3 英雄钢笔套装包装 ·······································································································.145 5.2.4 儿童汉服折纸玩具包装 ·······························································································.146 5.2.5 3D 国风冰激凌包装 ·····································································································.146 5.2.6 国家宝藏盲盒玩具包装 ·······························································································.147 5.3 文创主题儿童产品包装案例赏析 ······································································.148 5.3.1 故宫文创包装 ···············································································································.148 5.3.2 大英博物馆文创包装 ···································································································.152 5.4 拓展阅读书目推荐 ······························································································.155 5.5 思考与练习··········································································································.155 第 6 章 优秀儿童产品包装设计欣赏 ·································································.156 6.1 儿童玩具包装 ······································································································.158 6.1.1 海洋宝宝 ·······················································································································.158 6.1.2 儿童传统乐器 ···············································································································.159 6.1.3 兔儿爷泥塑 ···················································································································.160 6.1.4 拼豆 ·······························································································································.161 6.1.5 布老虎 ···························································································································.162 6.1.6 小黄鸭 ···························································································································.163 儿童产品包装设计 XIV 6.1.7 高达模型 ·······················································································································.164 6.1.8 合金汽车模型 ···············································································································.165 6.1.9 绢人娃娃 ·······················································································································.166 6.1.10 竹节跳绳 ·····················································································································.167 6.1.11 巧虎月龄盒 ·················································································································.168 6.2 儿童日用品包装 ··································································································.169 6.2.1 儿童安抚灯 ···················································································································.169 6.2.2 儿童咬咬乐 ···················································································································.170 6.2.3 儿童餐具 ·······················································································································.171 6.2.4 儿童安抚巾 ···················································································································.172 6.2.5 儿童牙膏 ·······················································································································.173 6.2.6 儿童爽身粉 ···················································································································.174 6.3 儿童文具包装 ······································································································.175 6.3.1 儿童油画棒 ···················································································································.175 6.3.2 儿童彩铅 ·······················································································································.176 6.3.3 儿童马利颜料 ···············································································································.177 6.4 儿童食品包装 ······································································································.178 6.4.1 儿童汉堡包 ···················································································································.178 6.4.2 儿童糖果 ·······················································································································.179 6.5 拓展阅读书目推荐 ······························································································.180 6.6 思考与练习··········································································································.180 参考文献 ······································································································.181