On The Application Of Packaging Design For Local Specialty Brands Based On Shennongjia Intangible Cultural Heritage

Shennongjia has unique cultural ecology and natural resources.There are a large number of excellent Intangible cultural heritage here,but at present many Intangible cultural heritage are facing the dilemma of protection and inheritance of no successor.At the same time,many high-quality local specialty products in this region lack brand recognition and influence due to packaging issues,making it difficult to gain consumer recognition and favor,and unable to play their due role in regional tourism and rural industry revitalization.In order to solve the above problems,it is necessary to use modern brand design concepts and technologies to establish an organic relationship between Shennongjia’s intangible culture heritage and local specialties,and implant unique and rich Shennongjia’s intangible culture elements into local specialty product packaging and related derivatives through visual communication,so as to form a brand of agricultural specialty products with Shennongjia’s regional cultural characteristics.This will not only help to enhance the brand influence and market sales of Shennongjia’s local specialties,promote the development of Shennongjia’s tourism and related industries,but also play a role in protecting,spreading and inheriting Shennongjia’s Intangible cultural heritage.In order to achieve this goal,first of all,based on the investigation and understanding of the current situation of Shennongjia Intangible cultural heritage and local specialty brand packaging,the design strategies and methods were purposefully determined,and the design practice was carried out accordingly.According to the principle of unity of authenticity and creativity and the principle of integrity,as well as the concept and method of related design,the brand name and logo main vision of "Shennong courtesy" are determined.On the basis of in-depth analysis of Shennongjia’s intangible cultural resources and local specialties,the scenario method is applied to design the legend of Shennongjia through the selection and extraction of representative elements of Shennongjia’s intangible culture Three types of themed graphics,such as Tang spinning embroiderygrass and pulling gongs and drums,strive to narrate the story of Shennongjia in graphical language,bringing consumers into the set scene and generating emotional resonance.Then,the relevant design method,circular design method and corresponding graphic redesign technology are used to integrate the extracted non-material cultural elements into the corresponding local specialty packaging design of Shennongjia,and create brand logo,intangible cultural heritage graphics,packaging image,poster promotion and derivative design,so as to build the local specialty brand image of Shennongjia based on the regional characteristic culture.The above theoretical exploration and creative practice achievements can not only form the superposition effect of cultural tourism integration,intangible culture and local characteristic products,but also provide a reference for research path selection and practical methods for regional local specialty brand construction and the concept and content construction of relevant characteristic packaging design.