一、课程介绍：项目化课程

Course Introduction: Project-Based Curriculum

《创意包装设计》课程面向2023级工业设计专业学生开设，共24学时，其中包含8学时实践教学。课程以全国大学生广告艺术大赛真实企业命题为项目载体，引导学生完成从品牌洞察、创意构思到包装视觉设计与成果呈现的全过程。课程教学与竞赛实践取得阶段性成果，两件作品在第18届全国大学生广告艺术大赛广东赛区平面类“产品与包装”类别中获奖。

The Creative Packaging Design course was offered to students in the 2023 cohort of the Industrial Design program. Comprising 24 contact hours, including eight hours of practice-based instruction, the course used real corporate briefs from the National College Student Advertising Art Competition as project assignments. It guided students through the entire design process, from brand research and creative concept development to packaging visual design and final presentation. The course achieved preliminary outcomes through the integration of teaching and competition practice, with two projects receiving awards in Category Print advertisement: Product and Packaging Design at the Guangdong Division of the 18th National College Student Advertising Art Competition.

1.   真题真做：让课堂连接真实品牌

Real Briefs, Real Practice

为增强课程教学的实践性与行业关联度，本次课程将第18届全国大学生广告艺术大赛企业命题引入课堂，选择与课程内容高度契合的平面类“产品与包装”类别开展设计实践。

全国大学生广告艺术大赛注重将企业真实营销项目与高校教学相结合，通过真实命题，引导学生开展受众研究、市场分析、创意策划与设计执行。平面类“产品与包装”类别涵盖图案、插画、瓶身、产品组合形态、产品外观、礼盒及箱体设计等内容，为学生理解品牌需求和包装应用场景提供了具有实践价值的项目平台。

To strengthen the connection between classroom learning and professional practice, real corporate briefs from the 18th National College Student Advertising Art Competition were incorporated into the course. Students worked within Category Print advertisement: Product and Packaging Design, which closely corresponded with the course objectives.

The competition connects real-world corporate marketing briefs with university teaching, encouraging students to conduct audience research, market analysis, creative planning, and design execution. Category Print advertisement: Product and Packaging Design covers areas such as graphic patterns, illustration, bottle design, product form, packaging appearance, gift boxes, and carton design, providing students with a practice-oriented platform for understanding brand needs and packaging applications.

2.   从品牌洞察到包装呈现

From Brand Insight to Packaging Presentation

课程围绕“图形、色彩、字体、材质、结构”五个核心要素展开，形成“品牌解读—视觉定位—图形创作—色彩规划—材质与结构分析—效果呈现”的设计流程。学生首先结合企业命题开展目标人群分析、竞品调研与品牌定位，梳理品牌价值、产品特征和消费场景，并在此基础上建立相应的视觉策略。

在设计深化阶段，学生从包装主视觉、图形语言、字体编排、色彩体系、版式构成和视觉信息层级等方面展开设计，同时关注包装材料、基础结构、系列化延展与场景化展示，探索二维视觉语言向三维包装形态的转化。

The course was structured around five core elements—graphics, color, typography, materials, and structure—and followed a full-process design pathway: brand interpretation, visual positioning, graphic development, color planning, material and structural analysis, and final visualization. Students began with target-audience research, competitor analysis, and brand positioning before translating brand values, product characteristics, and consumption scenarios into visual strategies.

During the development stage, students worked on key aspects including packaging graphics, visual language, typography, color systems, layout composition, and information hierarchy. They also considered materials, basic packaging structures, series consistency, and contextual presentation, exploring how two-dimensional visual concepts could be transformed into three-dimensional packaging outcomes.

3.   多轮迭代：在实践中提升专业能力

Developing Professional Skills through Iteration

课程采用课堂讲授、案例分析、小组讨论、阶段汇报与个别指导相结合的方式，推动学生持续完善设计方案。围绕品牌定位不够清晰、视觉元素缺乏统一性、信息层级不明确、系列包装关联度不足以及效果图表现不完整等问题，学生通过草图推演、数字化设计与多轮修改，逐步提升作品的完整度与专业性。

这一过程不仅锻炼了学生的创意思维，也提升了其在视觉审美、图形表达、字体与版式设计、色彩规划、视觉信息组织、系列化设计、软件应用和项目汇报等方面的综合能力。对于工业设计专业学生而言，课程还帮助其进一步理解包装与产品体验、品牌形象及消费者沟通之间的关系。

A combination of lectures, case studies, group discussions, interim presentations, and individual tutorials supported the continuous development of each project. Through sketch exploration, digital design, critique, and repeated refinement, students addressed issues such as unclear positioning, inconsistent visual elements, weak information hierarchy, limited coherence across a packaging series, and incomplete visual presentation.

This iterative process strengthened not only students’ creative thinking but also their abilities in visual aesthetics, graphic communication, typography and layout, color planning, information organization, series development, design software, and professional presentation. For Industrial Design students, the course also expanded their understanding of packaging as an important part of product experience, brand identity, and consumer communication.

二、课程成果：以实践检验学习成效

Learning Outcomes through Design Practice

本次线上展集中呈现《创意包装设计》课程的阶段性教学成果。学生围绕不同企业命题展开设计，在品牌定位、包装图形、字体设计、色彩系统、礼盒形态及品牌延展等方面进行了多样化探索，体现了对产品属性、目标消费群体与品牌传播需求的综合理解。

其中，两件课程作品分别获得第18届全国大学生广告艺术大赛广东赛区平面类“产品与包装”类别二等奖和三等奖，并有机会进入全国总评审。这一成果既体现了学生阶段性的设计实践能力，也反映了课程将真实企业命题、项目实践与学科竞赛有机结合的教学特色。

This online showcase presents the learning outcomes of the Creative Packaging Design course. Responding to different corporate briefs, students explored a range of approaches to brand positioning, packaging graphics, typography, color systems, gift-box forms, and brand extensions. Their projects demonstrate an integrated understanding of product attributes, target consumers, and brand communication needs.

Among the course projects, two received a Second Prize and a Third Prize, respectively, in Category Print advertisement: Product and Packaging Design at the Guangdong Division of the 18th National College Student Advertising Art Competition, and are eligible for consideration in the national judging round. These achievements demonstrate students’ practical design capabilities developed through the project-based learning process and reflect the course’s distinctive approach of integrating real-world corporate briefs, design practice, and academic competitions.

01   《纳爱斯养龈护齿牙膏马年限定礼盒》

作者：林嘉俊、张宏晨

第18届全国大学生广告艺术大赛广东赛区“Ab产品与包装”类别二等奖

02  《牙牙的元气修护冒险》

作者：张宏晨、林嘉俊

第18届全国大学生广告艺术大赛广东赛区“Ab产品与包装”类别三等奖

03  《纳爱斯养龈健齿牙膏包装设计》

作者：叶昊聪

04  《花漾草本·口腔护理包装设计》

作者：彭俊浩

05  《日月双护》

作者：严家志、周声健

06  《护口有方，钻白生香》

作者：葛超、何嘉乐

07  《晨暮植萃—超能凝珠包装设计》

作者：何佳雪

08  《陪你长大》

作者：林源鹏

三、课程结语

Course Reflection

《创意包装设计》课程以真实命题为驱动，将专业知识、项目实践与学科竞赛有机结合，引导学生在解决实际设计问题的过程中完成知识转化与能力提升。

课程的结束并不意味着设计探索的终止。希望同学们继续保持敏锐的观察力、开放的创造力和严谨的执行力，在今后的学习与实践中不断提升设计的审美品质、传播效能与应用价值，让创意从课堂走向真实场景，让设计更好地回应品牌、用户与社会需求。

Driven by real-world briefs, the Creative Packaging Design course integrated professional knowledge, project-based learning, and student design competitions, enabling students to transform classroom knowledge into practical design capabilities while responding to authentic brand and packaging challenges.

The completion of the course is not the end of their design exploration. Students are encouraged to maintain their curiosity, creativity, and attention to detail, continually improving the aesthetic quality, communication effectiveness, and practical value of their work. Through future learning and practice, their ideas can move beyond the classroom and respond more effectively to the needs of brands, users, and society.

授课老师：丁思侬

授课班级：2023级工业设计1、2班