Research On Visual Image Reconstruction Of Shanghai Time-honored Brand Cosmetic Packaging Design

In the era of rapid economic development,people’s quality of life has been improved while the level of culture and aesthetics have been constantly improving.The packaging design closely linked with people’s lives not only protects the product,but also satisfies people’s emotional appeals.In today’s consumer market,the proportion of cosmetics consumption in daily necessities is large,which makes the competition in the cosmetics industry market fierce.With the influx of foreign cosmetics into the Chinese market,some domestic brands have gradually lost their advantage and have withdrawn from the market.However,in the context of such a diversified era,many emerging Chinese brands have gradually embarked on the international stage.Shanghai’s old brand has Chinese history and culture.It should regain self-confidence and go hand in hand.The “Gong Deng” brand is one of the old brands in Shanghai.Its cosmetic packaging image is not in line with the contemporary visual aesthetics,and it has no complete packaging visual system.So no one cares it.The paper will use the "Gong Deng" brand cosmetics packaging as the entry point.The aim is that "Gong Deng" brand cosmetics can stimulate consumers’ desire to purchase from a visual angle,and also provide an innovative direction for the future development of Shanghai’s old brand.The thesis is divided into three parts: preface,body and conclusion.The body part is divided into four chapters.The preface is the background,significance,research status,research content and innovation of the research on the reshaping of the visual image of Shanghai’s old brand "Gong Deng" brand packaging;The first chapter of the body discusses the development process of Shanghai’s old brand packaging in chronological order and Shanghai.The image of the "Gong Deng" brand packaging was analyzed,and the problems of the "Gong Deng" brand cosmetics packaging were summarized.The second chapter,through the investigation and analysis of the "Gong Deng" brand cosmetics,identifies the positioning of the "Gong Deng" cosmetic packaging according to the contemporary aesthetic trend,and formulates the corresponding design principles;The third chapter is conceived from the new design ideas and design patterns on the remodeling design of the "Gong Deng" brand cosmetic packaging image;The fourth chapter elaborates the remodeling of "Gong Deng" brand cosmetic packaging image with my graduation creation.