Research On Packaging Design Of Gannan Local Specialty Based On Regional Culture

With the remarkable improvement of the living standard of Chinese residents,people are no longer satisfied with food and clothing,but also further pursue the quality of life and spiritual enjoyment,such as tasting food from other places,experiencing life in different places,appreciating different cultures and so on.Therefore,travel has become the choice of many consumers,who usually choose to buy local products as travel experience,or gifts and souvenirs.These local specialties and related industries can promote the development of local economy.They are especially important economic growth points for many ethnic minority areas with underdeveloped industries,unique natural environment and tourism-oriented development.Excellent packaging design can show the regional cultural value of products,attract the attention of consumers,and promote the development of related industries.Therefore,based on the unique regional culture of Gannan,this paper explores the innovative application methods of regional culture in the design of local specialty packaging with local characteristic packaging as the object.Based on the understanding of the history,culture and geography of Gannan Prefecture,this paper digs deeply into the expression form,national aesthetic and cultural connotation of the regional culture of Gannan Prefecture,and extracts the representative regional cultural elements.The market status of Gannan local specialty packaging is deeply investigated,the existing problems are analyzed and summarized,and the local products with regional characteristics are selected.Combining regional culture visualization strategy,brand image regionalization strategy,emotional design method and green packaging design principle,the regional culture elements of Gannan prefecture were extracted from four perspectives of logo,color,graphics and structure,and integrated into local specialty packaging design.This paper takes the packaging design of local specialty of the virtual brand "Tianyuan Ranch" as the object to carry out the design practice,aiming at integrating regional culture into the packaging design of local specialty,so as to improve the added value and market competitiveness of local specialty,attract consumers’ attention to the product,bring consumers better consumption experience,drive the development of related industries,and achieve the effect of resonance between regional culture and regional industry.Explore the regional culture application path of Gannan local specialty packaging design.