Research On The Design Method Of Shanghai Time-honored Packaging

Shanghai old brand has become a symbol in the development of the culture of China.It owns distinctive cultural characteristics about Shanghai,and carrying hundreds of years cultural.As an important medium for the culture of the old brand,the packaging also continues to innovate in inherit.However,in order to highlight "old" innovations,most of Shanghai old brand is characterized by its tacky in packaging while a few packaging are over-innovation,they ignored the emotional identity of consumer with the old brand.Therefore,the study of design method with inheritance and innovation of Shanghai time-honored packaging has theoretical and practical significance.This article systematized the evolution of Shanghai old brand packaging and analyzed its design trends.Discussed the influencing factors of packaging design from the extemal factors and internal factors.The principles and methods of packaging design with Shanghai cultural and Shanghai old brand features,were constructed,and the design practice is carried out with packaging of the Yurong series in "Shanghai VIVE" brand as an exam,ple.The main research content is as follows:(1)The paper analyzed the history,development of Shanghai,old brands,branding and development of Shanghai old brands packaging,and summed up the rel.ationship between the Shanghai old brand culture and packaging design.(2)The paper analyzed the characteristics of the three stages of decoration,function and humanism of Shanghai time-honored packaging design,and the evolution of packaging designs in major industry.From the perspective of design,analyzed the evolution and influencing factors,and discussed the development strend of the Shanghai time-honored packaging.(3)The paper analyzed the principles and procedures of Shanghai time-honored packaging design;Generalized its common character and personality,Summed up the method(4)Of extraction of cultural elements,brand feature family design and serialized design in Shanghai old packaging design,Constructed the design method of Shanghai time-honored packaging.(5)The paper based on the guidance of the design method with Shanghai time-honored packaging,completed the packaging redesign of Yurong series skin care in "Shanghai VIVE"brand.