Product package design represents a company''s image. Design innovation can affect a consumer’s loyalty toward product, and the creation of characteristic is one way of the innovation as well. From the beginning of the product life cycle to all the contact moments with the consumers, it is so important to unify the presentation form of product and the design connotation through the designer''s creative thinking .This research aims at exploring the concept of narrative design through literature review and applying the concept of "language comes from opposition", proposed by Sausure, to restructure the method of narrative design, and proposing an internal structure of package design, in order to find the way to innovation. Five series of experimental package designs are then conducted based on the structure: (1) bum bag coffee package, (2) the bomb cup liquor gift box design, (3) the glove shape package, (4) the organic food package series, (5) the elementary school textbook weight reduction design.
- Image
- Others
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