Research On Cultural And Creative Design Of Native Food

Native food is a region specific types of food.It contains profound traditional culture connotation and regional folk heritage,reflecting a region’s unique food culture.It is the epitome of a regional cultural image.As a communication carrier of the regional culture,native food plays a vital role in the construction of local cultural and economic development.However,most of the domestic specialty food brands lack of cultural connotation,but also lack the necessary product image and packaging design,the commodity and brand power has been seriously affected.This paper based on the perspective of cultural and creative,with native food as the research object.And it is with the design of sesame cake of Changzhou Shuanggui Fang.It intends to discover,analyze and solve problems for the technical route.Also,the paper tries to explain the necessity of the specialty food of cultural and creative design,in order to prove strategy of cultural and creative design of native food.It can promote the local food maximize the value of cultural,economic and social values.The Research shows that in cultural and creative perspective,facing the outstanding issues of native food industry product packaging.For example,there is a lack of product geographical and cultural connotations.Also,it is lack of brand story spread.It should be cultural and creative design from "commodity force" and "brand power" to highlight the geographical and cultural connotations of products and brands,shaping the implanted in people’s minds of the products and brand image.Enhance the native food "commodity force" is to enhance the native food’s form of properties and additional value attribute.Concrete can proceed from the enhancement of the product itself innovative,mining the regional cultural connotation of products,and innovative products and other aspects of internal and external packaging.Promotion of native food "brand power" is that gives commodity more brand culture,brand history,the founder of experiences,myths andlegends,etc.It should shape and meet the emotional needs of consumers value-oriented brand story,and through a variety of means to spread the image of stores,as sales terminals show display design,POP design and print media,outdoor media,new media,shaping and dissemination of unique brand image.