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。
任佳盈，浙江师范大学杭州幼儿师范学院动画专业动漫衍生产品设计方向讲师，浙江省棋类协会数独专业委员会特约顾问。主持多个国家级、省部级项目，出版多本教材。
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 ·······························································
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