乡村振兴战略下的农产品包装创新设计与品牌塑造

Innovative Design and Brand Building of Agricultural Product Packaging under the Strategy of Rural Revitalization

实行乡村振兴战略离不开产业兴旺,离不开农产品商品化、品牌化。而农产品品牌的塑造和维护离不开包装的创新设计。文章通过分析中国传统农产包装现状,提出在遵循品牌主线原则、乡村情结原则、包装安全原则、生态环保原则、科技辅助原则的前提下,充分系统地运用新材料、新技术、新工艺、新方式创新包装设计,并通过包装的创新设计对品牌进行塑造,同时通过包装来塑造品牌,以提升农产品的附加值和竞争力,实现乡村产业持续兴旺。

The implementation of Rural Revitalization Strategy is inseparable from the prosperity of industry and the commercialization and branding of agricultural products.The shaping and maintenance of agricultural product brands cannot be separated from the innovative design of packaging.In the information age,the packaging of traditional agricultural products not only needs to produce brand effect through innovative design,but also has to solve the problems of resource consumption,environmental pollution and security risks in the past packaging.The realization of both goals depends on the interpretation of the brand of agricultural products,the path dependence and principle grasp of brand innovation design,and the acquisition and application of design methods based on them.