The Research Of Book’s Paper Tapes About The Value Orientation

Paper tapes as one part of the book binding work is pioneered by Japan, and then gradually introduced into China. It plays the role of realize the value of both propaganda and aesthetic of book. In the early time of our country’s book market to take the design of paper tapes, it shows quite a great market effect and also became the hot spot at that time. More and more designer would like to apply this form. However, after a period of application and practice, there are some contradictions exposed in terms of design and application. This condition happened due to the fuzzy understanding of attribute about paper tapes. As the paper tapes of book has the double attribute of culture and business at the same time, it would make skewed result if we ignore any one of this two sides. Thus, it must be grasp the positioning of value orientation tightly. And then based on the establishment of value orientation, it is a way to realize the function of both cultural products and also advertising about paper tapes.As the last Display Boards of a book, paper tapes have the advantage of keep contract and make forced reading with audiences. It also has the significance of make the influence of the whole book design. So the value orientation of paper tapes would have the ability to affect book selling, especially in the current of widely application of paper tapes in our country’s book market. The research of this issue both has the meaning of reality and future. The other forms of publishing advertisement could also get the experience from it.Based on the analysis of this books advertisement form on the value orientation, this paper set the tape form itself as the research object of content. Different from the past form of research with a view to the history and disadvantage of paper tapes, it based on the basis of dual attribute of paper tapes. This paper makes the value orientation been divided into two parts:market value and aesthetic value. Make the analysis of the influence about paper tapes to make content effect from three aspects as the transmission value, economic value and aesthetic value these. And at the same time we also take a view of the current market’s problems then analyze them.Besides analyze the content, we also combined with the audience for the market survey and then get the more objective feedback from the consumer’s point. From the aspects of advertising, psychology, marketing, and other disciplines to analyze the principles and elements what the tape form should keep. And also make a further outlook of the future development of paper tapes.