老字号品牌包装设计研究--以“采芝斋”为例

Research on The Packaging Design of Time-Honored Brand-Taking“Caizhizhai”As an Example

老字号品牌在当代社会发展中,具有地域性文化、历史悠久的品牌优势,但也有众多弊端,如在包装设计中地域文化欠缺、包装易同质化、缺乏个性、品牌形象老旧等问题,无法应对当代的品牌包装发展趋势,促进老字号品牌的宣传与推广。本文旨在分析老字号品牌的包装在文化内涵以及品牌背景中的独特优势,同时针对老字号品牌包装的各类弊端,以“采芝斋”老字号品牌为例分析研究,促进老字号品牌在包装上的创新,提高包装设计的形式与内容,打破老字号品牌包装宣传与销售渠道,探究老字号品牌在包装设计上新的创新形式。

In the development of contemporary society,time-honored brands have the advantages of regional culture and long history of brand packaging,but there are also many drawbacks,such as lack of regional culture in packaging design,easy homogenization of packaging,lack of personality,and old brand image.It cannot cope with the development trend of contemporary brand packaging and promote the publicity and promotion of time-honored brands.The purpose of this paper is to analyze the unique advantages of the packaging of time-honored brands in cultural connotation and brand background.At the same time,in view of the various disadvantages of the packaging of time-honored brands,this paper takes Caizhizhai time-honored brands as an example to analyze and study,promote the innovation of time-honored brands in packaging,improve the form and content of packaging design,break the propaganda and sales channels of time-honored brands,and explore new innovative forms of timehonored brands in packaging design.