土特产包装设计的创新与实践

Innovation and Practice of Local Specialty Packaging Design

目的探索土特产包装设计新时期的发展趋势与创新型路径表达。方法从土特产当前市场竞争的现状来看,仍然有很大的发展空间,对包装整体的创新设计诉求依然很强烈。为提升土特产的价值和竞争力,从土特产的实际调研出发,指出当前存在的过于简易的包装和过度包装两方面的问题对土特产销售与长远发展产生不利影响。进一步深入实际,从外在的视觉转译与呈现、地域文化内涵的渗透与交融以及与时代的创新接轨等层面逐一分析土特产包装的可行性表达与发展路径,探索土特产包装的科学创新与设计实践。结论土特产包装的创新与再设计有利于其品牌形象的构建和附加值的创造,赋予土特产更多的文化内涵,促进关联品牌的建设,提升产品的市场竞争力,推动我国包装设计事业的高质量发展。

The work aims to explore the development trend and innovative path expression of local specialty packag-ing design in the new period.From the current situation of local specialty market competition,there was still a great space for development,and the demand for the overall innovative design of packaging was still very strong.In order to enhance the value and competitiveness of local specialties,based on the actual investigation of local specialties,it was pointed out that the existing problems of too simple packaging and excessive packaging had adverse effects on the sales and long-term development of local specialties.Further into the reality,the feasibility expression and development path of local specialty packaging were analyzed one by one from the aspects of external visual translation and presentation,penetration and in-tegration of regional cultural connotation and innovative integration with the times,and the scientific innovation and de-sign practice of local specialty packaging were explored.The innovation and redesign of local specialty packaging are beneficial to the construction of brand image and the creation of added value,giving local specialties more cultural con-notation,promoting the construction of related brands,improving the market competitiveness of the products,and boost-ing the high quality development of packaging design in China.