乡村振兴背景下特色农产品品牌包装设计研究

Research on Brand Packaging Design of Characteristic Agricultural Products under the Background of Rural Revitalization

目前,国内农产品总数量从过去的相对短缺变为地域性、结构性过剩,许多优质特色农产品在消费者之间建立了不错的口碑,但大部分属于有品类无品牌。2021年年初,国家乡村振兴局正式挂牌,全国大范围开展“一村一品”特色农产品打造项目。特色农产品具有其它地区难以复制的高品质特点,建立品牌可以提升特色农产品的竞争力,间接增加农民收入,农民增收是解决三农问题的核心。合理的农产品包装设计可以有效提升农产品的附加值,促进销售额增长。特色农产品的包装既要满足产品包装的基本保护功能,还要具有向消费者传递有效产品信息,提升特色农产品文化价值等功能。

At present,the total quantity of domestic agricultural products has changed from a relative shortage in the past to a regional and structural surplus.Many high-quality and characteristic agricultural products have established a good reputation among consumers,but most of them belong to the category without brand.At the beginning of 2021,the National Bureau of Rural Revitalization was officially launched,and the“One Village,One Product”characteristic agricultural product creation project was launched across the country.Special agricultural products have high-quality characteristics that are difficult to replicate in other regions.Establishing a brand can enhance the competitiveness of special agricultural products and indirectly increase farmers'income.The“three rural issues”is a difficult problem that troubled China's development,and increasing farmers'income is the core of solving the three rural issues.Reasonable packaging design of agricultural products can effectively increase the added value of agricultural products and promote sales growth.The packaging of special agricultural products must not only meet the basic protection function of product packaging,but also have the functions of delivering effective product information to consumers and enhancing the cultural value of special agricultural products.