Narrative Design Of Old Brand Image

The Chinese time-honored brand is the essence of the centuries of commercial competition. However, with the passage of time and economic development, some brands have not kept pace with the development of the times. Especially in the product package design, their design style and design method are too obsolete to meet the needs of people. Narrative used to be a theory for studying narrative texts. Since the 1990s, the scope of narratological research has gradually extending into architectural landscapes and product design. Currently, there are some studies of narratological in packaging design, but related theoretical research is still deficient. The purpose of this paper is to explore the innovative application of narratological theory in the package design of time-honored brand,thus get a new way of development of the time-honored brand's package design. This paper focuses on the combination of narratology theory and package design of Chinese time-honored brand, which includes literature research, case study, and user research. The main research contents are as follows: ?(1)The research analyzes the distribution, classification and development characteristics of the old Chinese brand in different industries. The typical cases of the narrative package design of time-honored brand on the market are analyzed to sums up the commonalities contained, and to summarize the connotation. The components of the communication and the elements of the time-honored brand design are corresponding to each other, and the relationship mapping of the narratology in the time-honored brands package design is completed.(2)Process of time-honored brands package design and the theories of narratology are combined to construct the basic narrative process of time-honored brands package design, which includes: the mining of “things” ? the dual structure of “things” ?the development of “things” ? the construction process of “things”,etc. (3)The design principles of the old-fashioned packaging are analyzed to construct the design process and the method of the time-honored brand's narrative package design.(4)The design practice is carried out in accordance with “De Mao Gong”,the time-honored food manufacturing industry in Shaanxi Province.Its brand package group,consumers,market condition and products are analyzed.Through the time-honored brand's narrative design method,the narrative package design of De Mao Gong is completed.By extending the theory of narratology into package design,this paper gives the product packaging more functional value,makes the product information and the culture contained in the old brand to be more easily understood and accepted by consumers,and also provides a new reference path for the development of other time-honored brand's package design.