نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشیار گروه گرافبک دانشکده هنر دانشگاه شهید چمران اهواز، اهواز،ایران
2 فارغ التحصیل کارشناسی ارشد، دانشکده هنر، دانشگاه شهید چمران اهواز، اهواز، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Packaging, as one of the key components in the product supply and marketing system, plays a role beyond the function of physical protection and has become a visual medium for conveying meaning, product identity, and aesthetic values. In the meantime, Khuzestan dates, which have long held a privileged position among Iranian agricultural products, have a rich cultural and climatic background and have transformed from traditional palm leaf wrappers to modern graphic boxes in their historical course. This evolution began with traditional palm leaf wrappers and eventually reached today's cardboard boxes and graphic designs. This evolution has been reflected not only in materials and technology, but also in the symbolic and visual system of packaging. The present study, with a qualitative-analytical approach, examines the visual evolution of Khuzestan date packaging from traditional palm leaf wrappers to contemporary examples and focuses on how local cultural identity is represented in this process. In this regard, graphic elements such as color, symbolism, imagery, and typography have been analyzed as effective visual cues in packaging design. The main issue of the research is how the visual evolution of Khuzestan date packaging has been shaped from the past to the present and to what extent it has been able to balance maintaining local identity and responding to the requirements of domestic and global markets? The question is also raised as to which graphic patterns in this process have led to the strengthening of cultural identity and which repetitive procedures have prevented the formation of innovation in packaging design. Initial findings show that the transition of date packaging from a purely protective function to an identity-building medium has been accompanied by the conscious use of local elements and simple graphic structures in some contemporary examples, while the stereotypical repetition of
کلیدواژهها [English]
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