摘 要

冬虫夏草作为一种民族地域特色产品，具有鲜明的民族文化特色和传统养生文化渊源。在商品经济高速发展的今天，人们在选购商品的时候购买的不仅仅是产品本身，而是更加关注产品背后的文化以及精神层面的认同。藏民族文化作为特征鲜明的中国民族文化，将藏文化与西藏特色产品冬虫夏草相结合，既可以增加产品的文化内涵，提升产品的经济价值，同时可以推动地方特色产品与民族区域文化相结合，有利于民族文化随商品进行传播，形成让人印象深刻的民族文化符号，推动整个地区的经济与产业发展，大力发展民族文化，提高民族文化产品的知名度和市场认可度，实现民族品牌的复兴。

本文以藏民族文化在冬虫夏草包装上的体现为切入点，分成五个部分，对藏族文化风格的冬虫夏草礼盒包装进行设计。第一部分首先通过分析常见的民族文化产品的优势与不足，提出了本次研究的基本路线。第二部分对藏族的历史、宗教、服饰、建筑等民族文化素材进行赏析，提炼出大量特色鲜明的文化符号。第三部分提出了三种不同的藏族文化风格的冬虫夏草礼盒包装方案，并选择其中的探病伴手礼形式的虫草礼盒方案进行进一步的设计。第四部分完成了对探病伴手礼形式的冬虫夏草礼盒从结构到装潢的系列设计，并完成了相关结构图、装潢图与效果图的绘制。第五部分完成了产品VI宣传三折页、宣传手册、海报以及展板等方面的设计，并设计了相关的VI衍生品。本次设计综合运用用于包装的材料特性知识、包装工艺学、包装结构设计、包装印刷效果设计、集合包装堆码、包装心理等方面的知识，将藏民族文化与冬虫夏草礼盒包装巧妙地进行结合，实现了包装功能与产品文化的相互统一。

本文在对藏族文化风格的冬虫夏草礼盒包装进行设计的过程中，充分提炼藏文化的艺术风格和特点，将藏族文化元素与冬虫夏草产品进行有机结合，深入挖掘藏族文化，展现出产品鲜明的地域特色，起到对产品和产地的宣传作用，提升了商品的辨识度和附加价值，促进少数民族地区产业发展，提高少数民族地区收入，促进民族团结。本次冬虫夏草礼盒包装的设计同时有利于深化民族文化传播，提升消费者对民族文化产品的认可度，丰富人们礼品与保健品的市场选择。

关键词：藏族文化；冬虫夏草；礼品包装

Abstract

Cordyceps sinensis, as a kind of ethnic regional characteristic product, has distinct ethnic cultural characteristics and traditional health culture origin. Today, with the rapid development of the commodity economy, when people buy commodities, they not only buy the product itself, but also pay more attention to the culture and spiritual identity behind the product. As a distinctive Chinese national culture, combining Tibetan culture with Tibetan specialty products, Cordyceps sinensis, can not only increase the cultural connotation of products, but also enhance the economic value of the products. At the same time, it can promote the combination of local specialty products and ethnic regional culture. It is conducive to the spread of national culture with commodities, forming impressive national cultural symbols, promoting the economic and industrial development of the entire region, promoting national culture, increasing the popularity and market recognition of national cultural products, and realizing the rejuvenation of national brands.

This article takes the embodiment of Tibetan culture in Cordyceps sinensis packaging as an entry point and divides it into five parts to design the Tibetan Cordyceps gift box packaging. The first part first proposes the basic line of this study by analyzing the advantages and disadvantages of common ethnic cultural products. The second part analyzes and analyzes the Tibetan cultural materials such as history, religion, clothing, and architecture, and extracts a large number of distinctive cultural symbols. The third part puts forward three different Cordyceps sinensis gift box packaging schemes of Tibetan cultural style, and selects the cordyceps gift box scheme in the form of disease detection and hand gift for further design. The fourth part completes the series design of the cordyceps sinensis gift box from the structure to the decoration in the form of a visiting gift with a hand gift, and completes the drawing of the relevant structural drawing, decoration drawing and rendering. The fifth part completes the design of product VI publicity tri-fold pages, brochures, posters and exhibition boards, and designs related VI derivatives. This design comprehensively uses the knowledge of packaging materials, packaging technology, packaging structure, packaging and decoration design, transportation packaging, packaging psychology, etc. to skillfully combine Tibetan culture and Cordyceps gift box packaging to achieve the mutual function of packaging function and product culture unite.

In the process of designing the packaging of Cordyceps sinensis gift boxes in Tibetan cultural style, this article fully extracts the artistic style and characteristics of Tibetan culture, organically combines Tibetan cultural elements with Cordyceps products, deeply digs into Tibetan culture, and shows the distinctive regional characteristics of the products. It plays a role in publicizing products and places of production, improves the identification and added value of commodities, promotes the development of industries in minority areas, increases income in minority areas, and promotes national unity. The design of the Cordyceps sinensis gift box packaging at the same time is conducive to deepening the spread of ethnic culture, enhancing consumer recognition of ethnic cultural products, and enriching the market choices of gifts and health products for people.

Key Words：Tibetan culture；Cordyceps sinensis；gift packaging

目 录

第1章 绪论 8

1.1 研究背景 8

1.2 研究目的 8

1.3 研究意义 8

1.4 国内外研究现状分析 9

1.5 设计基本内容 12

1.6 设计目标 12

1.7 技术路线 12

1.7.1 设计方案 12

1.8 论文框架 13

1.9 小结 13

第2章 藏族文化风格冬虫夏草包装方案设计 14

2.1 转经筒形状的冬虫夏草包装方案设计 16

2.2 吉祥八宝符号的冬虫夏草包装设计 18

2.3 探病伴手礼的冬虫夏草礼盒设计 19

2.4 本章小结 21

第3章 藏族文化风格冬虫夏草包装具体设计 22

3.1 冬虫夏草口服液部分包装结构设计 22

3.1.1 冬虫夏草口服液内包装结构设计 22

3.1.2 冬虫夏草口服液中包装结构设计 23

3.1.2.1 冬虫夏草口服液中包装内部尺寸的计算 23

3.1.2.2 冬虫夏草口服液中包装制造尺寸的计算 23

3.1.2.3 冬虫夏草口服液中包装外部尺寸的计算 24

3.2 冬虫夏草部分包装结构设计 25

3.2.1 冬虫夏草包装内部尺寸的选定 25

3.2.2 冬虫夏草包装制造尺寸的计算 25

3.2.3 冬虫夏草包装外部尺寸的计算 26

3.3 天珠部分包装结构设计 27

3.3.1 天珠包装内部尺寸的选定 27

3.3.2 天珠包装制造尺寸的计算 27

3.2.3 天珠包装外部尺寸的计算 28

3.4 探病伴手礼形式的冬虫夏草礼盒外包装设计 28

3.4.1 礼盒包装材料选择 28

3.4.2 礼盒内部尺寸、外部尺寸和制造尺寸的设计计算 28

3.5 探病伴手礼形式的冬虫夏草礼盒的运输包装设计 29

3.5.1 运输包装的材料选择 29

3.5.2 运输包装内部尺寸、外部尺寸和制造尺寸的设计计算 29

3.5.2.1 运输包装的内部尺寸计算 29

3.5.2.2 瓦楞纸箱的制造尺寸计算 30

3.5.2.3 瓦楞纸箱的外部尺寸 31

3.6本章小结 31

第4章 藏族文化风格冬虫夏草包装装潢设计 32

4.1 品牌logo设计 32

4.1.1 元素来源 32

4.1.2 设计释义 32