Research On The Packaging Design Of "Fuguifang" Peony Cake Based On Heze Peony Culture

"Fuguifang" Peony Cake is a classic specialty food representing Heze regional culture and folk customs.Peony Cake has a long history and sweet taste,which is deeply loved by consumers.However,the marketing of products has problems such as poor sales and lack of consumer awareness.Through research,it is found that the packaging design of the brand Peony Cake on the market lacks uniqueness and the brand recognition is relatively low,which cannot enhance consumers’ desire to purchase."Fuguifang" in product marketing,in addition to improving product quality,how to play the role of product packaging design to guide consumers,expand sales,and enhance brand awareness,is an important and urgent issue for enterprises This thesis mainly explores the content.Based on the in-depth study of Heze peony culture,this theory combines the brand concept of Fuguifang and applies the spirit of peony cultural context through the peony’s modeling elements,allusions,legends and stories to illustrations in packaging design to make consumers emotional The resonance of the brand and the perception of the brand’s connotation,so as to complete the promotion and upgrade of the brand’s packaging design,making it a classic specialty food brand in Heze.At the same time,through the exploration and application of the Heze peony culture,it provides a basis for the modern packaging design to incorporate new artistic vitality and humanistic plots.This theory also provides a new method and concept for the packaging design of similar folk custom food.In the first part of this theory,the overall control of the Heze peony culture is aimed at exploring the spiritual connotation and folklore of the peony culture;the second part is to study the packaging of local specialty foods in order to understand the development trend of local food packaging;The third part is to investigate the packaging design of the "Fuguifang" peony cake,understand the brand profile,analyze the existing packaging status and existing problems,and sort out the packaging design to determine the location of the packaging design and consumers;the fourth part,Extract the application elements of Heze Peony Culture in the new packaging of "Fuguifang",and try to grasp its type,meaning,and emotion;Part V gives specific design ideas and plans to combine the new series of packaging with regional cultural characteristics,Provide consumers with a sense of human closeness and folklore symbiosis.