RESEARCH ON ECOLOGICAL INNOVATION STRATEGY OF COMMERCIAL ILLUSTRATION IN CULTURAL AND CREATIVE PACKAGING DESIGN

Abstract

The progress and development of the new era has given commercial illustration a new vitality, expanding and enhancing its commercial value and cultural connotation.However, under the influence of traditional mechanistic philosophical thought, there is a tendency of utilitarianization, mechanization, absolutization and fragmentation in China's commercial illustration in general, resulting in various reform measures facing difficulties and resistance, especially not conducive to the healthy and comprehensive development of packaging design.Ecological philosophy, as a systematic, holistic, processual and connected idea, is now being widely used to deal with the relationship between human beings and society.By analyzing the close relationship between commercial illustration, which is an important design graphic language for cultural and creative packaging design, and cultural and creative product packaging, this paper tries to propose how commercial illustration is applied in cultural and creative packaging design under the ecological philosophy perspective.It summarizes the role of commercial illustration in cultural creative packaging design, elaborates the research on the innovation strategy of commercial illustration in cultural creative packaging design under the ecological philosophy perspective, and demonstrates the charm of commercial illustration in cultural creative packaging design.