Research And Application Of Xinzhou Peasant Painting Elements In Packaging Design

In today’s prosperous and colorful Commodity world,commodity packaging has not only the basic functions of classification,storage,protection and information transmission,but also a bridge for communication between brands and consumers,bearing the heavy responsibility of leading consumers.In recent years,green diet has rapidly become the mainstream trend in today’s society,among which fungus food is widely welcomed by consumers because of its delicious taste and rich nutrition.Morchella as a world-renowned rare edible and medicinal fungus,has the reputation of "after the fungus" and "meat in the vegetable".There are many brands selling Morchella in the market.Due to the different positioning of different brands,their commodity packaging is also various,including minimalist design and emotional design.If "Yangwa Valley" wants to stand out among many brands,it must design its own characteristic representative according to the brand positioning.As a means of expression of emotional design,illustration meets the needs of the public in the sense and emotion at the same time in commodity packaging,so as to enhance the charm of goods and promote consumption.In this paper,the brand is located in Xinzhou local characteristics of painting art farmers as a starting point,extraction of Xinzhou farmers painting painting language,combined with the brand characteristics and Morchella characteristics of packaging illustration design.In order to promote the brand and hometown characteristics as the purpose,a set of series of packaging in line with the brand tonality was designed.The paper is mainly divided into five chapters.The first chapter respectively from the source,basis,research value and significance,research methods and innovation points on the paper topics are described in detail.The second chapter analyzes the market environment of "Yangwa Valley" brand through the preliminary research of Morchella packaging;at the same time,it constructs the design method for "Yangwa Wali" brand image design and packaging design by sorting out and learning the theoretical basis of local characteristic painting and brand packaging design.The third chapter through in-depth excavation of Xinzhou local characteristics of farmers’ painting forms and extraction of preserved Morchella modeling color,to lay the foundation for the subsequent design.The fourth chapter is about the creative practice of the design object "Yangwa Wali",including logo design,illustration design,packaging structure design,series packaging design and related derivative design.The fifth chapter draws the conclusion and experience through the design practice of "Yangwa Wali" brand packaging.