Design And Application Of Life Aesthetics In The Brand Packaging Of Agilawood “Jingque”in Song Dynasty

Life aesthetics in the Song Dynasty is an important cultural symbol of Chinese traditional culture,which plays an important role in the development of Chinese culture.Mr.Chen Yinque once said,"The culture of the Chinese nation evolved over thousands of years and was formed in the Zhao and Song dynasties." Poet Wu Zimu wrote in Dream Liang Lu: "Burning incense and lighting tea,hanging pictures and arranging flowers,all kinds of busywork,not tired home." Burning incense,as a lifestyle favored by literati,reached its peak in the Song Dynasty.The literati in the daily life with incense,cultivate cultivate the cultivation,contentment attitude of life.But the packaging design of domestic existing products of aloes is similar,and the brand concept is vague.Due to the lack of products,enterprises,regions and markets to carry out the branding operation,it is urgent to improve the brand packaging and enhance the value of aloes.This paper analyzes the causes and characteristics of life aesthetics in the Song Dynasty and discusses the innovation and feasibility of life aesthetics in the design of aloes packaging.Through literature reading,case analysis,design practice and other methods,mainly selected the daily articles and leisure life of the literati life in the Song Dynasty,summed up the main characteristics of life aesthetics in the Song Dynasty,the pursuit of the beauty of artistic conception,the beauty of nature,leisure life,life value.The author refers to the simple and square shape of Song Dynasty porcelain in the packaging structure of aloes.In the packaging decoration refining Song Dynasty daily utensils and famous paintings of animal and plant patterns.On the color selection light contracted color is given priority to.In addition,on the aloes box,the bionic design with Musical Instruments as the shape is used to combine the incense experience with the packaging,enhance the man-machine interaction experience,meet the emotional consumption needs,show the aesthetics of life in the Song Dynasty,create regional culture,establish a brand image,and revive the aloes market.