吴越文化在糕点包装设计上的运用——以浙江余杭塘栖糕点为例

APPLICATION OF WU YUE CULTURE IN PASTRY PACKAGING DESIGN-WI TH THE PASTRIES IN ZHEJIANG YUHANG TANGXI AS EXAMPLES

吴越文化又称江浙文化,是汉文明的重要组成部分,也是江浙的地域文化~([1])。一方水土养育一方人,不同的地域文化,具有不同的文化特征。而吴越文化具有海纳百川、聪慧机敏、经世致用、敢为人先的特征。杭州历史上属吴地和浙西,文化以"博雅"为根基,特殊的地理位置及钱塘江两岸空间耦合和文化交融,使得浙东的"事功"精神深深嵌入到杭州文化中~([2])。

Chinese pastries have a long history and profound cultural connotation,and Zhejiang Yuhang Tangxi pastries are weH-known around in the country.However,with the rapid economic development,more and more consumers find that some Chinese pastry packaging are out of date and lacks competitiveness.By analyzing the packaging of Zhejiang Tangxi pastry from the perspective of exploring the cultural heritage of Wu Yue,this paper proposes solutions to the current problems in Tangxi pastry sales,packaging,and brand identity.