Research On Redesign Of Visual Language Of Zhangzhou Woodcut New Year Pictures In Local Traditional Food Packaging

Zhangzhou’s geographical position is superior,folk culture and art are various,and the woodblock New Year pictures rooted in the local area are unique,with simple overall modeling,rich colors,exquisite lines,diverse compositions,rich decorative tastes,and extremely southern Fujian cultural flavor,which is one of China’s valuable intangible cultural heritage.Wooden New Year pictures are very similar to modern graphic design in the process of making,expression and function transmission.For a long time,there have been not a few cases of the combination of the two.However,its application in traditional food packaging always has great shortcomings,such as direct use of graphic elements of new year pictures,single form,poor aesthetic taste,poor packaging design and lack of environmental awareness.Although it reflects the artistic beauty and characteristics of wood engraving pictures to a certain extent,it is completely divorced from the product itself and blindly pursues the form and interests.Such creation cannot highlight the differences of the product and it is difficult to attract more consumers to buy it.This topic systematically analyzes the visual language of Zhangzhou Woodcut New Year pictures and the characteristics and current situation of Zhangzhou traditional food packaging from a design perspective.Combining with the packaging design concept of the new era,it puts forward the basic ideas and strategies of the whole design,finds the appropriate expression methods,and then guides the concrete practice.This paper starts with the study of Zhangzhou Woodcut New Year pictures and traditional food packaging.First,it explains the basic contents of Zhangzhou Woodcut New Year pictures,such as their category characteristics,development history and production process.The second is to analyze the composition language,graphic language,color language and character language of Zhangzhou Wood Engraving Picture.The third is to discuss the elements of traditional food packaging design,the principles to follow and the development status of Zhangzhou traditional food packaging.The fourth is to summarize the redesign principles and methods,and then implement them into the real traditional food brands,find their own position according to the scientific and effective design process,and comprehensively analyze each detail and key point,so as to further demonstrate the feasibility of this viewpoint through the final design work,and also provide some references and ideas for the development of Zhangzhou’s traditional food packaging design.The research and application of the visual language of Zhangzhou Wood Engraving Picture in traditional food packaging not only arouse people’s love and concern for it,but also fundamentally add cultural value to the product,enrich the language characteristics of packaging,promote the diversified development of packaging design art,constantly bring forth new ideas and inject new vitality into packaging.At the same time,we should pay attention to the principle of paying equal attention to the function and practicability of the packaging modeling structure,pay attention to the humanistic spirit and advocate green design.So as to drive the regional economic benefits and increase the sales value of products,more and more consumers have accepted it,making it have the unique charm of leading fashion consumption.