Narrative Design For Organic Food Packaging

Since the end of last century, the classical narrative theory gradually developed into the post classical narratology. Also from the literary significance of narrative research category that extends to cultural narrative works. Narrative design research has long been fruitful in the design industry, especially in the research and application of architecture and landscape. But in the field of organic food packaging design, the research and application of narrative design is still less.In recent years, the organic food industry in our country began to rise, with the increasing of market demand for organic food at home and abroad, as well as the government supervision departments on the market certification and other regulatory system is increasingly perfect, the industry has grown into a new type food industry which has a huge potential market and vigorous development trend. However, on the one hand, the current domestic and international economic situation is in the slow development stage after the last round of the global economic crisis, which will bring a lot of barriers to international trade. On the other hand only in terms of the domestic market, the organic food industry major consumer groups also began to change. In addition, large amount of private capital causes the fierce market competition between the organic food industry peers. The common existence of these factors makes the current of the organic food industry in our country facing unprecedented challenges, especially prominent problem is that the organic food packaging made by the large number of domestic food production enterprises has been difficult to meet the demand of corresponding consumer groups’ rich cultural taste and increasingly fierce market competition mechanism. Based on the present situation, this paper makes a thorough investigation and practice research on organic food packaging in our country, trying to provide some advice for changing the current organic food packaging problems. This topic starts with the narrative design method, exploring the application of narrative design in the organic food packaging design method. From the perspective of narrative design of organic food packaging, the packaging and decoration elements are reanalyzed and rethought, it is concluded that the design method of the reference and evaluation standards. Aim to improve the current situation of the packaging design of organic food, and suit the aesthetic taste of the broad masses of consumers.This thesis takes organic fruit and vegetable food packaging as the research object, mainly adopts data access method, investigation method, inductive analysis and other methods. Research on organic fruits and vegetables product packaging visual design, combining with the design narrative, taking many factors into the design. According to the characteristics of organic fruit and vegetable product, use the natural ecological packaging materials, organically Integrate variety design elements such as images, text, colors together, highlight the narrative design application in organic fruit and vegetable food packaging. To sum up the peculiar design method, packaging forms and rich connotation of organic fruit and vegetable food packaging.Through the research on the narrative design of organic food packaging, take the graduation design practice on organic fruits and vegetables food packaging named "Sky Farm", to get some methods and principles of organic fruit and vegetable food packaging design.