“国潮”文化视域下老字号品牌包装设计研究

On Packaging Design of Time-honored Brands from the Perspective of “Guochao” Culture

“国潮”文化是传统文化与现代审美的有机结合,其产生与发展与多种因素相关“。国潮”文化与老字号品牌文化同根同源,相伴而行。“国潮”文化风格的包装设计有利于增加老字号品牌的时尚感,凸显老字号品牌的文化意蕴,彰显老字号品牌的个性,提升老字号品牌的影响力。基于“国潮”文化视角,老字号品牌的包装设计要注意强化品牌意识、融入优秀传统文化、结合产品受众心理、巧用品牌跨界联名、借力传统工艺之美。

The “Guochao” (Chinese fad)culture,whose appearance and development are related to a variety of factors,is the combination of traditional culture and modern aesthetics. It shares root with time-honored brands and goes with them hand in hand. The“Guochao”-style packaging design can help time-honored brands to enhance their fashion sense,highlight their cultural connotation,show their distinctive personality,and improve their influence. When designing the packaging for time-honored brands from the perspective of“Guochao”culture,we should give consideration to the intensification of brand awareness,the integration of outstanding traditional culture,the mentality of their audience,the proper use of cross-industry collaboration,and the support from the beauty of traditional craftsmanship as well.