Packaging Design For Zhoucun Sesame Cake Under The Context Of Passing On Intangible Cultural Heritage

Today,with bountiful goods and products,people develop a strong desire for characteristic and diverse culture accompanying social products.Intangible cultural heritage is a significant element in defining cultural features,galvanizing creativity and protecting cultural diversity.Passing on and utilizing China's intangible cultural heritage has prominent meaning in packaging design for modern products.This topic focuses on integrating elements of intangible cultural heritage with the packaging of Zhoucun sesame cake to build up cultural feature and brand value of the product.Firstly,literature study and field investigation about Zhoucun sesame cake are carried out to establish a pool of typical elements about this cultural.Secondly,typical elements including pattern and color of this heritage are summarized from information acquired.In addition,based on the features of the product and its packaging,survey on target consumers is conducted.Lastly,transforming the most typical elements of Zhoucun sesame cake into packaging design,factoring in its feature and consumers' demand,so as to generate a design proposal which can not only reflect the inheritance of intangible cultural heritage but also promote the brand is conceived.Moreover,empirical experiment is conducted to verify the proposal's validity.This topic has combined the study of Zhoucun sesame cake's history as an intangible cultural heritage with a case of modern design to find out the convergence between elements of intangible cultural heritage and the packaging itself.The aim is to build up cultural and brand value of the product through its packaging,and provide inspiration and reference for Zhoucun sesame cake's inheritance and development,and also provide reference for the upgrading and innovation of other products' packaging.