数字媒体时代“老字号”国货品牌包装创新设计研究--以“蜂花”品牌为例

Research on Innovative Packaging Design of“Old Time Brand”Chinese Brands in The Digital Media Era--Taking the“Bee Blossom”As an Example

数字媒体时代“老字号”国货品牌应被赋予新的时空内容,亟待重新识别,“蜂花”老字号就是其中的典型案例之一。“蜂花”品牌产品在科技创新、时代进步中面临诸多问题,如:品牌创新设计、数字媒体时代人们的消费心理、产品设计理念和设计方法等。改造和推动符合时代特征及消费心理需求的“老字号”品牌包装,引导新时代“老字号”国货品牌的视觉消费文化,才能更好体现新时代的文化自信。

In the era of digital media,“time-honored brands”of domestic products should be endowed with new spatiotemporal content and urgently need to be re identified,with the“Bee Blossom”timehonored brand being one of the typical cases.The“Bee Blossom”brand products face many problems in technological innovation and progress of the times,such as brand innovation design,consumer psychology in the digital media era,product design concepts and methods,etc.Transform and promote the packaging of time-honored brands that meet the characteristics of the times and consumer psychological needs,guide the visual consumption culture of time-honored domestic brands in the new era,and present the cultural confidence of the new era.