文旅融合背景下地方文化融入食品包装设计研究

Research on the integration of regional culture into food packaging design under the background of cultural and tourism integration

阐述了在文旅融合大背景下,地方文化融入地方特色食品包装设计的必要性和解决方案。通过探究地方文化与包装设计的逻辑关系,分析在市场消费和文化传播领域典型的食品包装设计案例,指出在地性与现代性的破局、地方文化遗产资源转化、日常化向礼品化升级,以及风格化和年轻化是当前地方文化融入食品包装设计的主要痛点,痛点的破局是实现文旅融合中产品销售与文化传播互相促进良性循环的必经之路。

Under the background of cultural and tourism integration,the article expounds on the necessity and solution of integrating local culture into local food packaging design.By exploring the logical relationship between local culture and packaging design,analyze successful food packaging design cases in the field of market consumption and cultural communication.It is pointed out that the main pain points of the integration of local culture into food packaging design at present are the breaking of the situation of locality and modernity,the transformation of local cultural heritage resources,the upgrading from daily to gift,and the stylization and rejuvenation.The breaking of the pain points is the only way to realize the virtuous circle of mutual promotion between product sales and cultural communication in the integration of culture and tourism.