Shaoshan "Zutian Rice" Integrated Packaging Design Based On Red Culture

Shaoshan,Hunan,where the great Chairman Mao was born and grew up,is a red tourist attraction in China.The area is rich in red cultural resources,and "Zutian rice" is one of them.The "Zutian rice" is produced in the rice fields accumulated by Chairman Mao's ancestors,and was cultivated by Chairman Mao during his youth.The historical and cultural significance of this is self-evident.Although there are many types of rice packaging today,there are still problems such as lack of aesthetics,practicality,and culture.Among these problems,the first thing is the lack of cultural connotation.Therefore,an in-depth analysis of the cultural heritage of "Zutian rice" and applying it to packaging design can not only give packaging cultural connotations,but also become a new business card of Shaoshan's red culture and spread the red culture.This project chooses "Zutian rice" as the design research object,based on the regional cultural advantages of Shaoshan,breaking the traditional single packaging design of rice,focusing on the reshaping of brand and culture,strengthening brand concepts and highlighting cultural connotation,injecting red culture into the packaging design of "Zutian rice",giving it uniqueness and cultural connotation.First,by analyzing domestic and foreign rice packaging design cases and development status,clarify the demand for red culture of "Zutian rice",and analyze the material form and non-material form of red culture in Shaoshan area.Secondly,the "Zutian rice" brand and the red culture are isomorphically designed,and the distinctive red cultural elements of Shaoshan are used to design the packaging decoration,shape and structure function,material process safety,etc.,highlighting the uniqueness and safety of the product.Finally,implement and integrate the packaging design concept to maximize the use of resources while meeting the basic requirements of packaging design,use integrated packaging design,brand packaging design,ecological packaging design,display packaging design and other theories to carry out the practice of "Zutian rice" packaging design.In the end,"Zutian rice" packaging with a good brand image and red cultural connotation is created to attract consumers,so that the public will be familiar with it and increase sales.Exploring the application of Shaoshan red culture in the integrated packaging design of "Zutian rice" can not only strengthen people's awareness and understanding of red culture,but also strengthen the brand effect,increase brand awareness,and increase the sales of "Zutian rice".The design enriches the humanistic connotation of rice packaging,opens up new ways of spreading Shaoshan's red culture,promotes the spread of red culture,and revitalizes Hunan products.