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摘要I摘要在经济全球化的同时，世界各个国家、民族的文化同样在激烈碰撞，如何做好销售包装，使我中华民族五千年的文化继续屹立世界文化之林不倒并走出国门，得到世界人民认同，则成为销售包装的时代课题。包装设计不仅仅是一门技术，确切地说它更是一门艺术。在销售包装设计中运用中国传统的装饰艺术，不仅提升了包装设计的精神层次，而且更加体现出了中国传统装饰艺术在当今社会的人文和商业价值。鉴于现有餐具包装尚停留在功能包装阶段，只有简单的图形，造型。本文从市场、消费者、文化、品牌角度考虑，针对三个不同品牌的餐具，提出新的设计方案，并做出三套完整且具有实际应用价值的餐具包装设计。三套方案分别针对六头黑色中国风酒具套装、法国Buddha18-10不锈钢西餐餐具以及连年有余家庭装餐盘进行包装设计。第一套方案针对六头黑色酒具套装的民族气息，选用了中国古典博弈的黑白棋文化来彰显此套餐具的特色，产品主题为黑色和与之辉映的白色。第二套方案针对现今西餐餐厅中餐具的提供方式在卫生上欠妥当，提出一套可在餐厅中用于陈列餐具和用餐必备用品的木质包装。第三套方案是一套餐盘的设计，通过连年有余的美好寓意，给人以温馨的，家的感觉。关键词：销售包装；中国风元素；实用性AbstractIIAbstractInviewoftheexistingtablewarepackagingonlyremaininthefunctionalpackagingstage，onlyasimplegraphics，modeling.Fromthemarket，consumers，culture，brandpointofview，thethreebrandsoftableware，putforwardanewdesign.Intheeconomicglobalizationatthesametime，thevariouscountriesoftheworld，nationalcultureisalsointhefiercecollision，howtodoagoodjobofsalespackaging，makeour5000-yearcultureoftheChinesenationtostanderectforestoftheworldculturedoesnotfallandgooutofthecountry，bytheworldpeople'sidentity，hasbecomethetopicofthetimessalespackaging.Packagingdesignisnotonlyatechnical，ratheritisanart.IncommercialpackagingdesignintheuseofChinesetraditionaldecorationart，improvethepackagingdesignofthespiritlevel，butalsoreflectstheChinesetraditionaldecorativeartinmodernsocietyculturalandcommercialvalue.Thedesignmadeatotalofthreecompletesetandhastheactualapplicationvalueofpackagingdesign.ThreesetsofplansrespectivelyaccordingtosixheadblackChinesewindwineset，FranceBuddha18-10Westernstainlesssteeltablewareandhouseholdequipmenttrayforpackagingdesign.Thefirstsetofschemeforsixheadofblackwinesetnationalflavor，productssubjecttoblackandwhiteIembraced，decidedtochooseChineseclassicalelementofWeiqiculturedemonstratethissetoftablewarecharacteristics.Secondsetsofplansfortoday'swesternrestauranttablewareisprovidedbywayofthehealthofthedefectwhen，putforwardasetofavailableinrestaurantsfordiningtableware，woodenpackagingsupplies.Thethirdschemeisbasedonasetoffamilydishdesign，throughtheChineseclassicaltraditionalformsandcolorsofafamilyofthreeinaharmoniousatmosphere,togivepeopleawarm，family'sfeeling.KeyWords：salespacking;elementofchina;practicability目录III目录摘要........................................................................................................................IAbstract..........................................................................................................................II1绪论.........................................................................................................................11.1课题研究背景.................................................................................................11.1.1餐具包装现状.....................................................................................11.1.2餐具包装未来发展展望.....................................................................21.2研究内容及意义.............................................................................................31.3课题研究方法.................................................................................................32产品简介.................................................................................................................62.1六头黑色中国风酒具套装.............................................................................62.1.1产品特色...............................................................................................62.1.2产品使用方式.......................................................................................72.1.3产品尺寸...............................................................................................72.2法国Buddha18-10不锈钢西餐餐具.............................................................72.2.1产品特色...............................................................................................82.2.2产品尺寸...............................................................................................92.3家庭装连年有余餐盘套装.............................................................................92.3.1产品特色.............................................................................................102.3.2产品使用方式.....................................................................................112.3.3产品尺寸.............................................................................................112.4本章小结.....................................................................................................113包装设计理论基础...............................................................................................123.1包装装潢设计理论.......................................................................................123.1.1包装装潢色彩的选择.........................................................................123.1.2包装装潢图形的选择.........................................................................133.1.3包装装潢图形、色彩与中国传统文化.............................................143.2包装结构设计理论.......................................................................................14目录IV3.3销售包装理论............................................................................