国货食品包装年轻化——国潮语境视觉传播研究

REJUVENATION OF DOMESTIC FOOD PACKAGING-STUDY ON VISUAL COMMUNICATION UNDER THE CONTEXT OF CHINA-CHIC

近年来,随着90后、00后逐渐成为消费主体,年轻消费群的消费心智正在升级,不再随波逐流追随消费国外品牌,当下年轻消费群越来越关注国货品牌。此前,我国在推广文化方面也出台相关政策。如2018年8月,中共中央办公厅、国务院办公厅印发了《关于实施中华优秀传统文化传承发展工程的意见》,提出"到2025年,具有中国特色、中国风格、中国气派的文化产品更加丰富,文化自觉和文化自信显著增强,国家文化软实力的根基更为坚实,中华文化的国际影响力明显提升。"

In recent years,as the post-90s and post-OOs generations have gradually become the main consumers of consumption,instead of following the trend of buying foreign brands,nowadays young consumers are paying more and more attention to domestic brands.Therefore,many domestic food brands have also implemented a marketing strategy of rejuvenating packaging to attract the attention and favor of the younger generation of consumer groups.This paper analyzes the innovative methods for domestic food brands to rejuvenate on visual communication under the context of China-chic from the aspects of food packaging brand identity,product development,marketing,communication channels,etc.