Research On The Application Of Pingyao Regional Cultural Elements In The Package Design Of "Guangyuan" Beef

Vigorous development of tourism is one of the important initiatives for the transformation and development of Shanxi in recent years,and the ancient city of Pingyao,which is a world cultural heritage,has naturally become the front-runner in the development of tourism industry in Shanxi.This paper summarizes and refines Pingyao’s regional cultural elements and integrates them into beef packaging design with appropriate design expressions,which enriches the content of packaging design and enhances the cultural attributes of the products,so that Pingyao’s excellent traditional culture can be carried forward and inherited,and helps the development of local tourism.This paper is divided into five chapters: Chapter 1 discusses the creative source and significance of using Pingyao regional cultural elements in beef packaging design,compares and summarizes such design concepts and research status at home and abroad,determines the research framework and clarifies the innovation of this paper.Chapter 2,through a comprehensive field study of Pingyao,interprets and categorizes Pingyao’s regional cultural elements and then summarizes their artistic characteristics;analyzes the concept of beef packaging design and the composition of elements,and analyzes the correlation between these two aspects.Chapter 3 elaborates the specific application of Pingyao regional cultural elements in beef packaging design by analyzing the design ideas of the case,including the transplantation of architectural elements in beef packaging design,the excavation and application of folk craft elements in beef packaging design,the refinement and application of Jinshang cultural elements in beef packaging design,and the extraction and application of folk culture elements in beef packaging design.Chapter 4 discusses the value of Pingyao’s regional cultural elements in beef packaging design,focusing on three aspects: cultural value,aesthetic value and commercial value.The fifth chapter shows the shortcomings and outlook.The author takes Pingyao regional culture as the object of research,conducts deep excavation of Pingyao regional cultural elements through literature analysis and field investigation,and grasps consumers’ feelings and demand suggestions on the current Pingyao beef packaging design by means of questionnaires,uses graphical analysis and summarization,extracts the representative elements for contour shape and color condensation,creates a database of Pingyao regional cultural elements,and makes them more suitable for the creative elements of Pingyao beef packaging design.Then,through data analysis and deep refinement of the elements,the artistic characteristics of architectural elements,folk craft elements,Jin merchant culture elements and folk culture elements are summarized,which provides theoretical support for the design practice in the third chapter;secondly,the regional cultural elements of Pingyao are refined and reprocessed,and the aesthetic concept of modern packaging design is applied to flatten these elements in the form of vector elements or illustrations.vector elements or illustrations in actual cases,which fully illustrates the good effect and wide prospect of their application in beef packaging design.Finally,we analyze the value of its application in beef packaging,highlighting its cultural value by enhancing its connotation and showing the deep cultural heritage of Pingyao’s regional cultural elements;emphasizing its decorative nature,giving people a pleasant visual experience and reflecting the aesthetic value of beef packaging;creating emotional resonance and cultural identity between traditional culture and modern consumers and extending its commercial value;and having certain reference significance and value for other similar specialties packaging design.