Research On Packaging Design Of Characteristic Agricultural Products Under New Retail Model

With the development of Internet technology,"new retail" as a more effective sales model has been applied to food,fresh and other retail industries,as well as specialty agricultural products retail.In recent years,although the new retail development of featured agricultural products in China has achieved initial results,most of the packaging of agricultural products has not kept pace with the pace of development.On the one hand,it cannot adapt to the new sales model,on the other hand,it cannot well show the value of products.Therefore,we need to further study how to design and optimize the packaging of featured agricultural products under the new retail mode,and how to make the packaging better serve the product and bring better consumption experience.There are five chapters in this thesis.The first chapter is the introduction,which defines the basic concepts involved in the paper,makes a literature review in related fields,and clarifies the research content and significance of this paper.The second chapter first has been clear about the origin of the development of new retail model and characteristics,and then from the Angle of the retail channel,analysis the influence of different retail mode of packaging design,and packaging process flow can be divided into six stages,in-depth analysis and summarize the new retail packaging design under the mode of focus from "protect goods transport" "sales promotion of goods" and "improving consumer experience" three angles.The third chapter analyzes the characteristics of agricultural packaging design elements combined with the actual case from the five aspects of graphics,color,text,modeling,materials,to provide a theoretical basis for design practice,and explores the current packaging design of featured agricultural products in different new retail scenarios through field research,summarizes the existing problems.The fourth chapter puts forward the packaging design methods and strategies of featured agricultural products under the new retail mode,and guides the development of design practice.The fifth chapter is the design practice,the design method is applied to the graduation design practice,complete "Ba Ba lemon tea" brand packaging design.It is hoped that this study can provide theoretical and practical reference for the design of characteristic agricultural products packaging in line with the requirements of the new retail model,and help the development of the new retail of characteristic agricultural products in China.